Elevator Digital Advertising and Outdoor Advertising: Which has optimal communication impact?

The integration of technology into advertising on TV screens in elevators and outdoor LED displays is becoming an effective advertising tool that many brands are paying attention to.

In modern life, people's needs are increasingly diverse, with more time spent commuting and working outside. As a result, the frequency at which Vietnamese people encounter and are drawn to outdoor advertising is significant.

Understanding Outdoor LED Advertising and Elevator Advertising

Today, outdoor advertising is rapidly evolving, becoming more diverse and vibrant than ever. Digital Out Of Home (DOOH) refers to digital advertising in public spaces, heralding a new generation of ads that are not only visually appealing but also impactful for consumers as they step outside their homes. DOOH takes many forms, with outdoor LED displays and elevator advertising being two popular channels.

LED advertising utilizes advanced digital technology and is increasingly installed in high-traffic areas or prime locations, such as city centers and busy intersections. These large, bright LED screens display dynamic content and visuals that attract the attention of passersby, delivering powerful advertising messages.

In contrast, elevator advertising occurs within the confines of elevators in office buildings and apartments in major cities. By placing poster screens or 4G-connected TVs in waiting areas, businesses can convey their advertising messages through continuous TV commercials and animated images to customers as they travel in the elevator or wait.

Choosing the Right Advertising Format for Maximum Effectiveness

While outdoor LED advertising targets a broad audience with less specificity, elevator advertising focuses on a key consumer group: working professionals with education and higher incomes.

For instance, although outdoor screens are large and eye-catching, viewers often struggle to read the content from a distance. Up close, the display may not convey detailed information effectively. Moreover, given the complex traffic conditions in Vietnam, drivers are primarily focused on safe driving, leaving little mental space for advertisements. They may only catch glimpses of ads while waiting at traffic lights or during traffic jams.

In contrast, elevator advertising is rapidly gaining traction and favor among businesses. With screens installed in office buildings and residential complexes nationwide, where the urban middle class resides and works, brands can better reach their "golden target" consumers. This demographic includes stable-income individuals with strong spending power and high brand recognition, who can influence the purchasing decisions of those around them.

Elevator advertising penetrates the living spaces that this target group frequents daily, allowing for close proximity and high exposure frequency, which enhances impressions and retention. Advertisements are displayed during idle waiting periods, leading to higher effectiveness.

Optimizing costs for maximum advertising impact is also a priority for brand marketers. Outdoor LED advertising typically costs between 100 to 400 million VND per screen per month, depending on location. In contrast, the same budget allocated to elevator advertising allows businesses to feature their products on multiple poster screens, ensuring their messages reach customers directly and continuously. Regular weekly or monthly reports on ad viewership and foot traffic in specific areas enable timely adjustments to marketing strategies and cost savings.

Additionally, outdoor environments are susceptible to weather impacts, which can directly affect brand image.

According to Chicilon Media, the leading provider of elevator media channels in Vietnam, their network now covers over 90% of office buildings and residential complexes nationwide, reaching more than 95% of the consumer demographic in society. "Advertising in elevators provides a captive viewing experience in enclosed spaces, with high visibility and low distraction, while also benefiting from substantial foot traffic and frequent exposure. Elevator advertising targets the right user demographic," stated a company representative.