Elevator Media Channel from the perspective of experts and businesses

With rapid economic development and increasing urbanization in Vietnam, elevators have become a common infrastructure in large cities. Elevator media channels are installed in elevators that urban residents have to use every day. When they wait or ride in the elevator at any time, they can see the LCD screen playing advertisements. The elevator media channel in big cities has become a channel specializing in broadcasting advertisements, but its audience cannot press the button to change the channel. It is considered by advertising businesses to be a major media channel for “brand promotion and product introduction”.

Why is the elevator channel considered a key channel? There have been many articles analyzing the impacts of elevator channels with unique advantages such as being situated in places that people pass by everyday, coverage of high-end consumer groups, repeated broadcasts, compulsive viewing, viewers not being disturbed, approaching viewers at close distance, etc., which help key consumer groups remember advertising contents easily, thereby creating changes in consumers’ behavior and leading the market.

ISOP China's 2022 research report shows that, among successful brands with high recognition, and slogans making big impressions on consumers’ minds in China in 2022, 47% of consumers accessed such advertising contents via television channels, 56% came from internet channels and 83% came from elevator channels. The reach rate from the elevator channels is much higher than that of the internet channel. It can be seen that the advertising impact of the elevator channel is the best among all media. This is why this channel continuously receives prestigious awards such as "The most effective communication channel" at international advertising festivals in New York (USA), London (UK) and Busan (Korea). So how do experts and businesses view the impact of elevator media channels?

According to Dr. Nguyen Xuan Truong, Director of the International School of Finance - Marketing, University of Finance - Marketing, Ho Chi Minh City:

“Advertising in building elevators is the media channel with the highest coverage and access frequency to key consumer groups in urban areas. High advertising impact is shown through the indicators of Return on Sales (ROS) and Return on Investment (ROI).

Mr. Jack Ma, Chairman of Alibaba Group, claimed that, "Advertising inside buildings is gradually becoming a key communication channel in the entire advertising industry."

Mr. Nguyen Quoc Anh, Deputy General Director of PropertyGuru Vietnam Joint Stock Company, said, "After many years of cooperation with Chicilon Media, we highly appreciate the advertising impact that the elevator media channel brings. This form of advertising helps us increase brand awareness, approaching our target audience, thereby increasing the Top of mind rates in this customer group."

The narrow space in the elevator holds great power for media campaigns to promote products

In Vietnam, the elevator media channel is well known due to Chicilon Media, a company owning a network of more than 33,000 screens covering over 3,400 mid- and high-end buildings. Ms. Dao Thuy Ha, Deputy General Director of Traphaco Pharmaceutical Joint Stock Company revealed: "Chicilon Media's high coverage, constant broadcasting frequency and system of 33,000 screens are big plus points for us to decide to choose elevator advertising as the main advertising channel for products. With the characteristics of the pharmaceutical industry and the distribution scale across the country, Traphaco really needs a large-scale media channel like Chicilon Media’s."

It can be seen that both experts and businesses highly appreciate the advertising impact of the elevator media channel. With unique advantages, the elevator media channel has become a tool that helps businesses "ignite brands and promote products". That is also the reason for Unilever's Global Marketing Director statement: "The elevator media channel is the most valuable communication channel to invest in today."