The elevator media channel solves the problem of "ads skipping"

In this era of information overload, there are many communication channels that can transmit information, and smartphones with internet connection are an especially popular platform. This means advertisers can deploy product promotion campaigns on these platforms.

However, there are fewer people actively watching ads and more people ignoring them, not to mention people are gradually escaping the reach of ads. The fact that viewers "skip ads" worries advertisers as well as marketers. So which communication channel is truly effective?

Every day we are "surrounded" by many types of advertising, so consumers can choose one approach and eliminate other methods. Previously, television was the main communication channel, but now you just need a smartphone to have the whole world within your reach.

However, because of the "control" in their hands, viewers can easily skip ads that are not coercive, thereby leading to reduced advertising performance. They can choose to buy a membership package to avoid annoying ads affecting the movie they are watching or wait to skip the ad in just three seconds. These show that we are close to our phones, but very far away from the advertisements in there.

The fact that people can "choose" to skip ads is an advance in the industry and is also inevitable in upgrading the consumer experience. However, this "utility" unintentionally leads to proactive behavior so that viewers can completely "turn off" ads as a habit. Therefore, although communication methods are more diverse, media channels with a high enough audience reach are becoming increasingly scarce.

Mr. Guo Zhi Feng, Chairman of Chicilon Media, once shared his opinion: "The platform with a reach rate of 50% versus the platform with a reach rate of 5% are completely different. Even if that platform targets more precisely, it still has no practical meaning if the reach rate is too low."

 So the question is: Which means of communication can prevent viewers from "skipping ads"? After careful analysis, the answer is that the platform that can make us approach advertising without being able to skip it is the elevator media channel in apartment buildings and offices. This is because this channel is located in a narrow and closed space in a place where everyone has to pass by every day, and is repeated enough times to make a "last impression" on the viewers before leaving home and going to the office.

In Vietnam, the elevator media channel is mostly represented by Chicilon Media. This is an advertising channel that is considered highly effective because it attracts the attention of viewers at a close distance, focuses on the target audience, and has the ability to influence awareness leading to changes in consumers’ behavior.

With the advantages of low CPM costs and reasonable distribution of screen devices at key locations, Chicilon Media has won the trust of more than 700 domestic and international businesses. Currently, the company has more than 32,000 screens installed in 3,000 mid- and high-end buildings.

Chicilon Media's reasonable screen arrangement makes viewers feel comfortable

Located in a small space, Chicilon Media’s screens are arranged in an orderly manner that can still attract attention. With the characteristics of being passive and compelling, but not causing discomfort to the viewers, it can even bring them relaxing moments while waiting for the elevator.

To date, Chicilon Media accounts for 92% of the building elevator media market share based on Chicilon's exploitation standards. Infusing information into the daily life trajectory of viewers via digital technology, and creating a digital media platform that can be seen everyday without being ignored will be a superior solution to stimulate consumers’ demand, introduce products and increase revenue for any company.

According to the 2022 research report of ISOP (China), "Among China's successful brands and popular advertising slogans, the proportion of content broadcasting on elevator channels is much higher than that on the Internet, which fully demonstrates the crucial role of the elevator media channel. For marketers who are worried about the problem of viewers "skipping ads", elevator advertising is an effective solution."