The elevator advertising display market is experiencing rapid growth.

Digital elevator marketing, offering closer access to consumers, has fueled the rapid growth of the elevator advertising display market.

Elevator marketing: Building awareness and brand recall.

"On average, office workers have the opportunity to see 26-28 advertisements on LCD/DF screens in the building each day," according to a recently published report by Nielsen IQ.

Mr. Xiang Song – CEO of Focus Media Vietnam – shared his views on the future of elevator communications in Vietnam.

The report states that office workers use elevators approximately six times a day and are frequently exposed to advertisements on LCD/DF screens in both waiting areas and inside the elevators, with an average of 2-3 ads seen each time.

In apartment buildings, with approximately 7 elevator rides per day and frequent exposure to advertisements on LCD/DF screens in both waiting areas and inside the elevators, residents typically see 2-3 ads at a time. Therefore, on average, residents have the opportunity to view 32-34 advertisements on LCD/DF screens daily.

Four out of five people surveyed remembered seeing an advertisement on an LCD/DF screen, and half of them could recall the brand accurately.

The likelihood of recalling advertisements was significantly higher among younger, lower-income groups in Ho Chi Minh City. However, only half of those in Hanoi recalled them. The potential target group – parents with children – also had a lower recall rate compared to other groups.

For those who were previously unfamiliar with the brand, the impact of elevator-based advertising successfully converted 46% of brand recall, leading to strong brand preference and purchase intent.

Among those who recalled the billboard, 79% could accurately recall the brand, with 50% able to recall it without any visual aids. This demonstrates the impact of elevator advertising in building brand awareness and recall. Brand recall rates were even better in Hanoi, indicating a trend towards greater brand awareness among consumers.

According to industry experts, as technology and innovation continue to advance, outdoor advertising channels are no longer effective enough. Instead, elevator advertising holds increasing growth potential and value, leading to the growth of the elevator media market.

Speaking to a reporter from the Industry and Trade Newspaper about this matter, Mr. Xiang Song – CEO of Focus Media Vietnam – said that as of March 2025, Focus Media Vietnam recorded impressive growth, with the number of elevator advertising screens increasing by more than 99.9% compared to the same period last year.

Currently, the company is collaborating with over 2,000 buildings nationwide, including many iconic buildings in major cities such as Bitexco Financial Tower, Sunwah Tower, Diamond Plaza, Vinhomes Central Park, Lim Tower, and Keangnam Landmark 72 – prime locations with high daily foot traffic.

Technological innovation, improved user experience.

According to experts, digital elevator advertising channels offer many advantages, overcoming the shortcomings of outdoor advertising. Accordingly, with digital screens installed in office buildings and high-end apartment complexes where the urban middle class lives and works, brands can get closer to their "golden target."

Customers were impressed with Focus Media Vietnam's new display products at the launch event.

Furthermore, digital elevator advertising penetrates deeply into living spaces in areas that target customers are required to pass through daily, reaching viewers at close range. Vivid advertising images broadcast continuously and repeatedly while viewers are waiting or traveling in the elevator help to effectively communicate brand messages and promote products.

To capture market share in the elevator advertising display market, businesses are also implementing their own strategies. Mr. Xiang Song stated that, with the goal of setting technological standards and enhancing the advertising experience in modern elevator environments, the company recently launched its new generation of advertising displays – the DF 5.0 (Digital Frame). This vertical frame display boasts sharp image quality, a screen-to-body ratio of up to 90%, and a superior display area, considered the largest in the Vietnamese market today, along with optimal energy efficiency.

In addition to DF 5.0, Focus Media Vietnam also introduced five modern technology systems, marking a major step forward in the company's digital transformation strategy for the elevator advertising sector, including: Media Resource Management System; Customer Resource Management System; Remote Advertising Playback System; Advertising Monitoring and Acceptance System; and Modern Enterprise Management System.

Digital elevator advertising is rapidly developing and gaining favor with many businesses. Brands are now catching up with global media trends, investing more and more in this effective communication channel. Technological innovation and improved user experience are ways for businesses to not only establish themselves as reliable partners in the elevator advertising field but also contribute to promoting innovation and creativity in the advertising industry in Vietnam.

In apartment buildings, with approximately 7 elevator rides per day and frequent exposure to advertisements on LCD/DF screens in both waiting areas and inside the elevators, residents see an average of 2-3 ads per visit. Therefore, on average, residents have the opportunity to view 32-34 advertisements on LCD/DF screens daily.

Nguyen Hanh

Source: https://congthuong.vn/thi-truong-man-hinh-quang-cao-thang-may-tang-truong-than-toc-384077.html