Digital Elevator Advertising: The New Trend in Marketing Management

OPPO's Advertising Content on Chicilon Media’s Poster System

Vietnam’s urbanization process has created an ideal environment for the growth of elevator advertising.

With the rapid urbanization in Vietnam, elevators have become an integral part of modern life. More and more brands are recognizing the unique value of digital elevator advertising. Taking advantage of the enclosed space, high attention levels, and continuous exposure frequency, elevator advertising is increasingly becoming a primary investment channel within advertising budgets, offering an ideal platform for brands to engage with their target customers. In line with this trend, the success of OPPO and Nippon Paint stands out, demonstrating the significant role elevator advertising plays in driving brand durability and growth.

High Attention in Enclosed Spaces: Elevator Advertising Helps OPPO Dominate the Market

The enclosed environment of elevators allows advertising to achieve high viral impact in a short period, ensuring that the audience cannot ignore the message, and brand information is delivered effectively. OPPO has leveraged elevator advertising to run large-scale brand campaigns, boosting awareness through high-frequency displays, which in turn increases consumer purchase intent. Thanks to this strategy, OPPO has achieved remarkable success in the Vietnamese market, surpassing Samsung in market share, highlighting the strength and growth potential of the brand. OPPO's success proves that elevator advertising not only enhances brand recall but also helps brands stand out in a fiercely competitive market.

Interactive Experiences Supported by Technology: Impressive Double-Digit Growth for Nippon Paint

Elevator advertising is continuously enhanced by modern technology, transforming it from a one-way communication channel into an interactive experience. Nippon Paint integrated QR codes and a free hotline in its elevator advertisements, allowing audiences to scan the code for color matching suggestions, promotional information, or to call directly for advice and participate in brand activities. This interactive strategy not only fosters customer engagement but also drives awareness and sales growth. Thanks to this interactive approach, Nippon Paint has experienced impressive double-digit annual growth, demonstrating the effectiveness of elevator advertising in strengthening the connection between brands and customers.

Nippon Paint Products Through Chicilon Media's Advertising Screens

Wide Reach and Deep Penetration through Urbanization: The Outlook for Elevator Advertising

Vietnam’s urbanization process provides an ideal foundation for the growth of elevator advertising. According to forecasts, Vietnam’s urbanization rate is expected to reach 57.3% by 2050. The increase in high-rise buildings and commercial areas creates opportunities for this medium to reach millions of potential customers and deeply integrate into people’s daily lives. With this natural advantage, particularly in major cities like Hanoi, Ho Chi Minh City, and Da Nang, elevator advertising offers an effective communication channel that enables brands to precisely reach their target audience.

Global Urbanization and the Rise of High-Rise Buildings. Image Source: Freepik

Shifting Advertising Budgets: High Investment Returns from Elevator Advertising

As the effectiveness of traditional media declines, digital elevator advertising, with its high return on investment (ROI), has become a central focus within advertising budgets. Research shows that 70-80% of consumers will ignore traditional advertisements, whereas the enclosed space of elevators guarantees high attention to ads. This medium not only enhances brand recall but also provides significant investment returns. Especially in Vietnam, where the market for elevator advertising is rapidly developing, the market share for this medium is steadily growing, becoming a key channel for brands to achieve advertising effectiveness.

Implications for Marketing Managers

With its non-disruptive, enclosed space, high frequency of exposure, rich interactive experiences, and high ROI, digital elevator advertising has quickly become a central focus in advertising budgets. The successes of OPPO and Nippon Paint demonstrate how this medium has enabled brands to achieve precise marketing and lead the way in new advertising trends. With the rapid growth in markets like Vietnam, elevator advertising offers exceptional communication value, making it an indispensable budget allocation point for marketing managers.