This insight was shared at the forum “Effective Brand Growth and Communication: The Power of Digital Elevator Communication Channels,” organized by MMA Global Vietnam and Chicilon Media on May 21.
A representative from Chicilon Media noted that in a context of information overload, consumers are increasingly wary of advertisements. Fake news and misleading ads frequently circulate on social networks and online platforms, posing significant challenges to brand reputation. Therefore, businesses are prioritizing reputable, transparent media channels with rigorous content control.
“Elevator digital media, in particular, is an effective option due to its visibility and high consumer trust levels,” said the representative.
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A Chicilon Media forum attracted more than 200 marketing experts. Photo courtesy of Chicilon Media |
At the event, Kantar Media presented survey results indicating that 69% of consumers trust product and service information conveyed via elevator advertising screens.
Tran Thi Thanh Mai, General Director of Kantar Media Vietnam, highlighted elevator advertising’s clear and transparent nature, describing it as functions as a trusted community information platform, friendly and familiar in urban environments.
Kantar Media’s survey also revealed that 62% of consumers rated elevator advertising as timely and useful, particularly in apartments and office buildings, where people typically use elevators about six times per day. This repetition significantly enhances brand memorability and affinity.
Mai added that pop-ups and social media ads are often perceived as intrusive and unreliable, offering a mix of authentic and false content that’s difficult to regulate. In contrast, elevator advertising delivers brand messages at contextually relevant moments without causing intrusion or disruption.
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Tran Thi Thanh Mai, General Director of Kantar Media Vietnam, speaking at the forum. Photo courtesy of Chicilon Media |
Melanie Lindquist, an Asia-Pacific communications expert and former APAC managing director of Talon OOH, emphasized the importance of timing, placement, and context in building brand trust for FMCG products. She stated, “Global brands leverage the unique advantages of elevator digital media to create more effective and impactful consumer outreach campaigns.”
According to Kantar Media’s 2025 survey, elevator advertising screens from Chicilon Media positioned in building lobbies achieved a remarkable 95% brand and product recognition among consumers. This metric demonstrates superior brand retention compared to other media forms, making elevator advertising especially valuable during the initial phase of product launches when recognition is crucial.
Chicilon Media highlighted that many major brands have strategically adopted elevator media as a core awareness channel for building awareness and initial trust for new products.
For instance, Richy utilized Chicilon elevator advertising for its campaign introducing the Karo Bear Chicken Fiber Cheese Cake. By focusing on premium residential areas and offices in Hanoi and Ho Chi Minh City, Richy effectively targeted a high-concentration audience in premium locations. Elevator advertising quickly established brand associations, facilitating the purchasing decision- making.
Chicilon Media also pointed out current challenges faced by other media forms: social networks suffer from algorithm-driven unpredictability, television is losing viewership due to shifting consumption habits, and outdoor billboards are often overlooked. Consequently, elevator advertising has established a strong presence among 90% of upper-middle-class users and achieving “95% brand recognition,” becoming a trusted touchpoint within urban communities.
