This insight was shared at the “FMCG 2025: Product Innovation and Effective Communication Strategies” forum, co-hosted by Chicilon Media and NielsenIQ Vietnam on March 28 in Ho Chi Minh City.
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Nguyen Cao Ngoc Dung speaking at the FMCG 2025 forum. Photo courtesy of Chicilon Media |
NielsenIQ highlighted the significant shift in consumer habits regarding media consumption.
According to NielsenIQ’s statistics, 70% of survey participants are using ad-blocking software (Adblocker), a concerning figure for advertising campaigns on social networks. The overwhelming presence of repetitive and disruptive ads, consumers have developed defense mechanisms against traditional digital advertising formats.
The challenge now is not simply “where to display” but “how to appear in ways that cannot be ignored”. NielsenIQ believes this marks the beginning of a shift towards channels offering natural, non-intrusive accessibility, such as digital elevator media.
Nguyen Cao Ngoc Dung, Deputy General Director of NielsenIQ in Vietnam, the Philippines, and Myanmar, emphasized that elevator media is highly recommended because it does not disrupt personal experience like online or mobile ads. Viewers receive messages naturally in the elevator cabin without being interrupted or needing to interact, yielding impressive recall rates.
The key advantage of this channel lies not in interaction level but in its repeated exposure. In locations like apartment buildings, offices, and shopping centers – High-traffic consumer environments – elevator screens become habitual touchpoints, influencing product selection decisions.
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Advertisement appears in a shopping mall. Photo courtesy of Chicilon Media |
According to Minh Trang, Associate Director of Emerging Brands at NielsenIQ, in the FMCG sector, the difference lies in both product quality and the brand’s ability to appear at the right time and in the right context.
“Effectively utilizing touchpoints to convey subtle messages helps the brand sustain visibility and positively shape purchasing behavior,” Trang said.
Trang also noted that case studies from FMCG media campaigns show that even under budget constraints, elevator advertising produces demonstrated tangible impact. This channel helps enhance brand recognition and boost sales at points of sale near the display area.
