How Elevator Advertising Builds Consumer Trust

In an age of information overload and growing consumer skepticism toward advertising, selecting a trusted and effective media platform has become a critical challenge for brands. This is especially true as fake news and misleading advertisements frequently surface on social media and digital platforms, putting corporate reputations at risk.

As a result, there is a growing trend toward transparent media channels with strict content control. Among them, elevator digital media has proven to be an effective choice—not only because of its high visibility, but also due to the trust it garners from consumers.

Digital advertising screens installed inside elevators

Trustworthy advertising lays the foundation for positive brand perception

At the conference "Brand Growth and Media Effectiveness: The Power of Elevator Digital Media" co-hosted by MMA Global Vietnam and Chicilon Media, representatives from Kantar Media presented their latest survey findings: 69% of consumers trust product and service information delivered through elevator advertising screens.

Ms. Trần Thị Thanh Mai, General Director of Kantar Media Vietnam, shared during the event that elevator ads are well received by consumers thanks to their clear, transparent presentation, serving a role similar to community bulletin boards—friendly and familiar in urban daily life.

The survey also revealed that 62% of consumers consider elevator ads timely and helpful, especially in residential buildings and office towers where individuals use elevators an average of six times per day. This regular exposure strengthens brand message recall and fosters positive associations.

Unlike intrusive ad formats like pop-ups or social media content plagued by misinformation, elevator advertising appears naturally, at a moment when consumers are open to receiving information, without feeling imposed upon.

Reaching consumers in the right context amplifies brand impact

According to Ms. Melanie Lindquist—a leading Asia-Pacific media expert, Out-of-Home (OOH) Advertising Advisor, and former APAC Managing Director of Talon OOH—for fast-moving consumer goods (FMCG), timing, location, and context play a crucial role in building consumer trust.

In her presentation, Ms. Melanie emphasized: “Global brands are leveraging the unique nature of elevator digital media to create more impactful and effective consumer engagement campaigns.”

According to the 2025 Kantar Media survey measuring the effectiveness of Chicilon Media’s elevator lobby screens, 95% of consumers were able to clearly recognize the brand and product when the ads appeared on elevator screens. This figure highlights the superior brand retention capability of elevator media—especially vital in the early stages of product launches when brand recognition is key.

Trust: The elevator ad’s greatest media asset

Many major brands have chosen elevator media as their primary channel to quickly boost brand awareness and establish initial consumer trust.
A notable example is Richy, which used Chicilon's elevator screens as the core platform in promoting its new product, Karo Bear Cheese-Stuffed Chicken Snack, across premium residential and office areas in Hanoi and Ho Chi Minh City.

Thanks to high frequency, close range, and strong visibility, Richy reached its target audience densely yet non-intrusively, helping to build brand association and influence purchase decisions.

As social media becomes harder to manage due to algorithms, television loses reach due to shifting viewing habits, and outdoor billboards are easily ignored, elevator advertising stands out by effectively reaching 90% of middle to upper-income users and delivering a 95% brand recognition rate—a trusted touchpoint in the rhythm of modern urban life.