Elevator advertising boosts FMCG brand recognition

Digital elevator advertising is becoming an effective tool for fast-moving consumer goods (FMCG) brands to connect with target consumers, enhancing their promotional efforts, experts say.

This insight was shared during 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. The event, attended by over 100 CEOs, CMOs, and marketing experts from major brands like TH True Milk, CJ Foods, Trung Nguyen, and Richy, provided businesses with insights into consumer needs, an opportunity to reassess development strategies, and updates on emerging communication trends.

Chairman Guo Zhi Feng speaking at the event

Experts highlighted that digital elevator advertising is gaining popularity within the FMCG sector. According to a 2025 NielsenIQ report, FMCG brands saw the highest recognition rate of 85% on Chicilon Media’s digital elevator advertising channel, surpassing other industries.

A February survey by Kantar Media revealed that 99% of respondents were inclined to purchase Saigon Special beer after seeing its elevator screen ads, with 86% expressing intent to repurchase.

Marketing directors at the event agreed that digital elevator advertising is one of the most effective channels for FMCG brands. This medium allows brands to naturally and efficiently reach target customers by integrating into their daily routines.

Chicilon Media emphasized that combining elevator screens with supermarket displays ensures continuous brand visibility throughout consumers’ travel and shopping experiences. This approach strengthens recognition and encourages purchases through frequent exposure and multiple touchpoints.

An advertisement showing on digital screen in front of a building’s elevator

Operating over 33,800 digital screens across more than 3,000 buildings nationwide, Chicilon Media reaches around 40 million views daily. Partnering with NielsenIQ and other reputable market research firms, the company offers businesses measurable communication solutions based on data, technology, and consumer behavior insights.

NielsenIQ data indicated that in 2024, 91 of Vietnam’s top 100 companies selected Chicilon Media as a communication partner. A company representative noted that this reflects the market’s trust in the effectiveness of digital screen advertising.

NielsenIQ’s representative speaking at the event

Beyond specific channel data, the forum also provided a broad outlook on the FMCG industry in 2025. NielsenIQ experts identified three key trends: faster purchase decisions, clearer customer segmentation, and a redefined approach to brand loyalty.

A global Nielsen report revealed that approximately 20% of FMCG growth is attributed to communication efforts, with 50% linked to creative execution and ad content. This highlights that investing in effective communication is both a trend and a strategic necessity for brands to differentiate themselves and maintain consumer relationships.

NielsenIQ accompanying more than 800 leading domestic and foreign brands

Experts stressed that the FMCG sector must adapt to a new paradigm, moving beyond the traditional focus on "distribution is king" to a model where "recognition is key." Building lasting consumer relationships through authentic, emotional messaging delivered at the right time has become a priority for brand strategists.

Businesses are also encouraged to optimize digital communication channels to ensure consistent reach and real-time engagement. Brand leaders at the forum agreed that in the increasingly competitive FMCG landscape of 2025, securing consumer mindshare through effective touchpoints is vital for long-term success.

Guo Zhi Feng, Chairman of Chicilon Media, added that to break through information overload and effectively reach target audiences, brands must invest in both product innovation and impactful communication strategies.