A media channel that makes brands shine amidst the advertising clutter

Elevator media helps brands expand their reach, connecting with customers at the locations they frequent, and stands out compared to several other communication channels.

This information was presented at the forum titled “Brand Growth and Effective Communication: The Power of Digital Elevator Media Channels” held on May 21 by MMA Global Vietnam in collaboration with Chicilon Media.

The event attracted over 200 leading marketing professionals

More than 200 guests attended the event, including representatives from companies such as Hyundai, VNPT, Traphaco, Karofi, Mayora, StackAdapt, Mindshare Vietnam, Richy, along with research firms NielsenIQ and Kantar Media. Marketing experts from both Vietnam and abroad participated in multiple panel discussions to address the challenges of urban communication amid increasingly fragmented marketing budgets.

Several brand representatives shared their perspectives and experiences in deploying multi-touchpoint campaigns and evaluating the actual effectiveness of different platforms throughout the customer journey.

One of the most talked-about sessions featured a case study by Richy, focusing on the launch of its new product: Karo Chicken Floss Cheese-filled Bear Cookies. The campaign was executed on a multi-channel IMC platform, with a strong focus on Digital Out-of-Home (DOOH). The highlight was the use of digital elevator media in office buildings, residential complexes, and supermarkets — places where target consumers frequently move and live.

Ms. Trinh Van, CMO of Richy, shares the case study

Ms. Trinh Van, Chief Marketing Officer of Richy Group, shared that leveraging the wide coverage and geo-targeting capabilities of elevator media delivered significant results. In confined spaces with minimal distractions, this media channel allowed the brand to engage with consumers at familiar touchpoints. This proximity gradually built brand familiarity and strengthened consumer recall.

In addition to local business insights, Ms. Melanie Lindquist, Asia-Pacific media expert, OOH advertising advisor, and former APAC Managing Director at Talon OOH, offered a global perspective on urban media trends. She emphasized the increasing role of digital elevator media in modern IMC strategies. According to her, marketers who understand the unique environment of elevator media and craft context-appropriate content can effectively attract and connect with target audiences. “This is one of the rare spaces with high attention rates and minimal mobile distraction, allowing brands to deliver personalized and impactful messages,” Ms. Melanie stated.

According to experts at the forum, elevator advertising was once seen as merely a supporting channel in integrated media plans. However, its role is now shifting. It is increasingly recognized as a critical consumer touchpoint in urban environments, enabling direct brand interaction. In today’s media-saturated landscape, consumers are overwhelmed by information across platforms, making it harder for brand messages to resonate. In contrast, low-distraction spaces like elevators have become prime real estate for impactful brand communication.

A 2025 NielsenIQ study revealed that 97% of respondents found ads on digital elevator screens to be attention-grabbing. This format also demonstrated significantly higher brand and message recall compared to traditional OOH channels.

The enclosed environment, low external distraction, and repetitive exposure through daily movement patterns enable messages to naturally embed into consumers' consciousness. As a result, ad content achieves maximum attention and optimized communication efficiency without requiring additional budget.

Ms. Tran Thi Thanh Mai, CEO of Kantar Media, shares key findings

At the event, Kantar Media also released their April 2025 study, showing that elevator media continues to lead in trustworthiness and perceived brand value among office workers and residents. The report found that 62% of respondents view elevator media as timely and useful, while 69% believe it is trustworthy, free from spam or restricted content, and well-suited for public spaces.

Ms. Tran Thi Thanh Mai, CEO of Kantar Media, revealed findings from a post-campaign study of Saigon Special Beer's 2024 Lunar New Year campaign, in which 39% of consumers made a purchase decision after seeing the elevator media ad. “This figure demonstrates that elevator media boosts brand awareness and directly influences consumer decisions, making it a strategic link in any integrated media plan,” Ms. Mai noted.

According to representatives from Chicilon Media, the forum provided marketing leaders with in-depth studies and real-world data from reputable sources. Guests gained new perspectives on modern communication trends in Vietnam’s dynamic urban landscape. Digital elevator media has proven its value in optimizing brand reach and differentiation within multi-touchpoint customer journeys.

The event also served as a platform for experts to exchange ideas and share experiences. The discussions helped attendees shape creative strategies aligned with the rapid development of digital advertising markets.