Alibaba and Tencent use elevator digital media for advertising

The building elevator digital media channel will play an increasingly important role in the advertising market in Vietnam. With the rapid development of IT and changing user habits, advertising formats are constantly evolving and innovating. The effectiveness of traditional media tools is gradually diminishing, while new media forms that leverage technology are emerging as more efficient and precise options.

Among the emerging media, digital elevator media is shining brightly as a new star in the advertising market, with advantages of uniqueness and wide coverage. This type of advertising involves high-resolution digital screens inside and outside elevators in buildings with high foot traffic. These screens can display a variety of advertising content, from static images to dynamic videos and animations, which are updated in real time and managed remotely via the Internet. According to BrandZ's ranking of the 100 most valuable Chinese brands by Kantar Millward Brown, 80% of brands such as Alibaba, Tencent, and JD use digital elevator media as their advertising platform.

Expert Guo Zhi Feng shares insights on new trends in the digital advertising market

During the Building Elevator Digital Media Forum recently held in Hanoi, Mr. Guo Zhi Feng, Chairman and CEO of Chicilon Media, noted that the frequency and habits of TV viewing among users have significantly declined.

“According to a survey in the Chinese market, in 2022, the TV viewing rate for households was only about 30%. In Vietnam, the daily TV viewing rate is likely even lower,” Mr. Guo Zhi Feng observed.

Nowadays, users frequently use their phones. However, very few engage with or watch ads on their mobile devices.

According to Kantar Media's survey data, the percentage of users who watch ads for at least one second online is only about 4%. Instead, they tend to skip ads or use ad-blocking software on their phones.

With outdoor advertising boards, if users are too far away while traveling, it is very difficult for them to see the content. Even if they move closer, they often cannot look up to see the ad content.

In this context, the trend of digital elevator media is emerging due to its many advantages. In today’s urban life, elevators have become an indispensable part of daily living. Media units have capitalized on the high usage frequency of elevators to target communication toward users.

The elevator media channel typically "covers" office buildings, residential areas, and shopping centers. These locations attract a demographic of middle- and high-income users with strong purchasing power.

Targeting advertisements toward these groups also helps increase the conversion rate of viewers to buyers, thereby optimizing advertising effectiveness.

Another advantage of elevator media is that information is conveyed in a closed environment, making it easier to capture the attention of viewers. Exposure to ads in a confined space at close range helps users easily read the information, which then sticks in their minds.

Expert Guo Zhi Feng believes that advertising in elevators not only enhances brand visibility but also improves recall effectiveness for individual users, thereby boosting their spending potential.

According to Rohit Dadwal, CEO of the Mobile Marketing Association (MMA Global) for the APAC region, digital elevator media in the Asia-Pacific region has made significant progress.

The integration of artificial intelligence (AI), real-time data analytics, and programmatic advertising is making digital elevator media increasingly dynamic and personalized.

“With Vietnam's rapid urbanization and the growing middle class, there are numerous opportunities for digital elevator media. In the future, the digital elevator media channel will play an increasingly important role in the advertising market in Vietnam,” noted the head of the MMA Global for the Asia-Pacific region.