Which advertising channel will be the most worthwhile to invest in for 2025?

Digital advertising screens installed in elevator lobbies of office buildings and residential complexes have become highly effective in grabbing the attention of viewers.

Elevator media in buildings has emerged as a strategic choice for the advertising industry.

According to Campaign US, the global advertising market is expected to surpass $1 trillion by 2025, with digital advertising spending projected to account for 73%. This trend indicates that advertisers are shifting from a “broad coverage” strategy to a “precise targeting” approach in order to influence consumer decisions more effectively. In this context, digital elevator media, with its accurate targeting, high display frequency, and technological capabilities, has become a strategic choice in the advertising industry.

Furthermore, there is an increasing body of data indicating the significant challenges faced by traditional digital advertising:

A 2022 survey by the Qianzhan Industrial Research Institute (China) showed that only 30% of households have their TVs turned on. According to Captivate, just 4% of ads on websites are viewed for more than one second, with 96% of users choosing to block or skip online ads. In contrast, elevator media, with its unique contextual characteristics, stable access, and strong technological support, has emerged as the optimal solution to address the challenges of modern advertising.

The primary challenges that advertisers face in today’s advertising environment are:

• Attention fragmentation: Consumers are exposed to an overwhelming amount of information daily, requiring advertisers to capture their attention quickly in a very short amount of time.

• Limited budgets: With finite resources, advertisers need to reach their target audience accurately and effectively to ensure a good return on investment (ROI).

• Data-driven strategies: With the growth of big data and AI, advertisers need to adjust their strategies in real-time, optimizing every aspect from content to outreach.

Elevator media in buildings presents an effective solution to these challenges.

Unique Advantages of Elevator Media

Accurate Reach to High-Value Audiences

Compared to outdoor digital advertising, which has broad coverage but scattered audiences, elevator media offers higher targeting precision:

• Outdoor digital advertising: Placed in public spaces like streets, plazas, and traffic hubs, the audience tends to move quickly, stop for brief periods, and can be easily obscured, making it difficult to create a lasting impact.

• Elevator media: Focused on office buildings, residential complexes, and shopping malls, the target audience includes office workers, middle-income families, and high-income consumers.

Today, many businesses choose Chicilon Media’s elevator advertising to invest their marketing budgets. This method not only effectively reaches high-value audiences but also significantly improves communication effectiveness.

High Display Frequency and Accessibility

One of the standout features of elevator media is its high frequency and low distraction environment:

• Consumers use elevators multiple times a day, allowing advertisements to reach the same audience repeatedly.

• In the confined space of an elevator, consumers’ focus is heightened, resulting in far more effective advertising compared to other forms.

Technological Application to Optimize Communication Effectiveness

Supported by AI and big data, elevator media allows advertisers to track ad performance in real-time and optimize strategies based on feedback:

• Interactive advertising: QR codes can elevate elevator advertising from mere “viewing” to “interaction,” boosting consumer engagement and conversion rates.

Industry Recognition and Market Effectiveness

Elevator advertising has become a key player in the global advertising industry, receiving numerous international and local awards:

• Winning accolades like "Most Effective Media Channel" and "Best Value-for-Money Media Channel" at major advertising festivals in New York, London, and Busan.

• In Vietnam, Chicilon Media won 3 prestigious awards at the Vạn Xuân Awards in 2024, including "Most Effective Media Channel," "Outstanding Brand Media Channel," and "Leading Media Channel in Accurate Reach."

Chicilon Media won 3 awards at the Vạn Xuân Awards.

Future Potential of Elevator Media

Digital elevator advertising has established a closed-loop advertising cycle in terms of coverage and influence in markets like Vietnam:

• Network scale: Nearly 40,000 digital screens.
• Monthly coverage: Over 40 million viewers.
• Distribution locations: Includes office buildings, residential complexes, shopping malls, and airports.

With data from previous studies reinforcing the importance of high concentration in elevator media, this form of advertising not only overcomes the short display times typical of traditional ads but also creates closed-touchpoints within consumers’ daily lives.

Strategic Choice for 2025

Elevator digital media is redefining the communication logic of the advertising industry. With precise targeting, high display frequency, and technological support, this form of advertising meets advertisers’ needs for effective communication while offering high ROI and deep brand impact.

For brands aiming to dominate the market in 2025, elevator media is not just an effective advertising tool but also a strategic choice to connect with consumers and enhance brand value.