According to the company, airport passengers typically move quickly and focus on travel procedures and schedules, resulting in brief and fragmented exposure to advertising. This limits recall and reach compared with other high-frequency, close-range touchpoints, reducing return on investment for advertisers.
Since August, Chicilon Digital Media has been licensed to deploy 4G infrastructure and has progressively integrated NFC technology and AI-based monitoring systems. These technologies enable flexible and synchronized content delivery at scale while improving the ability to measure engagement and conversion. The company said airport media, by contrast, presented constraints in terms of technological integration and operational efficiency.
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Guests test NFC features at the company’s event. Photo courtesy of Chicilon Digital Media |
Company representatives noted that airport advertising is subject to pre-broadcast content approval, making real-time updates and adjustments difficult. This requirement does not align with the firm’s shift toward a data-driven, technology-focused operating model across its media network.
In addition, Chicilon Digital Media’s screens equipped with Dynamic NFC are designed not only for display but also for user interaction and behavioral data collection. Current aviation security regulations, however, limit the full deployment of these features within airport environments.
Based on these factors, the company decided to stop operating airport media channels to focus on its new strategy, as digital out-of-home (DOOH) advertising in Vietnam enters a phase of comprehensive connectivity, digitalization, and intelligent transformation.
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The company’s elevator advertising screen system. Photo courtesy of Chicilon Digital Media |
Le Viet Hai Son, CEO of Chicilon Digital Media, said the decision to end airport media operations is part of a broader strategic transition toward high-tech media platforms. He said systems using 4G, Dynamic NFC, and AI tracking offer clearer advantages in terms of transparency and long-term value for clients, marking a shift from traditional display channels to data-oriented interaction platforms.
“We are reallocating our resources to channels that offer stronger touchpoints and more transparent, verifiable effectiveness. This reflects broader trends in the global advertising industry,” Son said.
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The Retail BotMedia model focuses on retail outlets and supermarkets nationwide. Photo courtesy of Chicilon Digital Media |
Alongside changes to its channel portfolio, Chicilon Digital Media continues to expand its digital media ecosystem, including the rollout of Retail BotMedia, an intelligent retail media solution targeting supermarkets and retail outlets nationwide. The platform is designed to engage consumers at key moments during the shopping journey and support conversion-oriented campaigns.
The company’s media network currently spans office buildings, retail locations, and other high-contact environments. Amid government efforts to promote the digitalization of outdoor advertising, Chicilon Digital Media said it is investing in new media infrastructure to support clearer measurement standards and improved conversion outcomes in the Vietnamese market.
