Architect Elevator Communication: To keep the brand from being invisible in the 'sea' of advertisements

At the forum “ Effective Brand Growth and Communication: The Power of Digital Elevator Media Channels ” organized by MMA Global Vietnam and Chicilon Media in Hanoi , experts said that if in the past, elevator advertising was often seen as a complementary option, now this channel has become one of the important touch points that help brands connect directly with urban consumers.

Kantar Media's April 2025 study found that Digital Elevator Media continues to lead in terms of trust and brand value among office workers and residents. According to the report, 62% of respondents rated it as a timely and useful source of information, while 69% said that elevator advertising is trustworthy, does not contain spam or banned products, ensures honesty and is appropriate for the public environment.

Ms. Tran Thi Thanh Mai - General Director of Kantar Media - shared that the unit's research showed that 69% thought that elevator advertising was trustworthy, did not contain spam or banned products. (Photo: Chicilon Media)

Ms. Tran Thi Thanh Mai, General Director of Kantar Media, also shared in a research report after the media campaign of Saigon Speicla Beer product on the occasion of Tet 2024, the rate of people deciding to buy after watching the advertisement on the elevator media channel was 39%.

These numbers not only reflect high levels of recognition, but also demonstrate the ability to directly impact consumer behavior – a vital element in integrated communications (IMC) campaigns.

A typical example shared at the forum was the campaign to launch Richy’s cheese-flavoured Karo Bear Cake. Taking advantage of multi-channel media platforms, including the Digital Out-of-Home (DOOH) system in office elevators, apartments and supermarkets – where target consumers frequently appear – this campaign quickly increased product recognition and brand recall.

Ms. Trinh Van - Marketing Director of Richy Group - said: " Taking advantage of the wide coverage and regional targeting features of elevator media, especially in narrow spaces with little distraction, has helped the brand reach customers right at the touch points they are most present, gradually building familiarity and promoting product memorability ."

Ms. Trinh Van - CMO Richy - shares stories and experiences in communication and advertising in elevators. (Photo: Chicilon Media)

According to the latest research from NielsenIQ (2025), 97% of survey respondents said they easily noticed and remembered messages on digital screens in elevators, with brand recall effectiveness far surpassing traditional forms of outdoor advertising.

The reason lies in the fact that users often repeat their daily travel journeys, being exposed to the same content multiple times in static spaces – where there are few distractions and advertising space is almost exclusive.

Sharing another perspective, Ms. Melanie Lindquist - Asia- Pacific communications expert, Out-of-Home (OOH) advertising consultant, former APAC Managing Director of Talon OOH - commented: " The media environment in the elevator and knowing how to design content suitable for the context will easily attract and connect with target customers. This is a space with a high attention rate and is less distracted by mobile devices, creating conditions for brands to convey messages ."

The event attracted more than 200 guests, bringing together representatives of major brands such as Hyundai, VNPT , Traphaco, Karofi, Mayora, StackAdapt, Mindshare Vietnam, along with many leading research units such as Kantar Media and NielsenIQ.