This insight was highlighted at the forum “Brand growth and effective communication: The power of elevator digital media,” organized by MMA Global Vietnam and Chicilon Media on May 21.

A representative from Chicilon Media noted that in today’s increasingly saturated information environment, consumers have become more cautious of advertising. Social media platforms are filled with misinformation and misleading promotions, posing reputational risks for brands. As a result, businesses are increasingly prioritizing reputable, transparent media channels with strict content control to safeguard and enhance consumer trust.

“Elevator digital media is an effective option because of its good visibility and high consumer trust,” the Chicilon Media representative emphasized.

At the event, Kantar Media announced findings from a survey conducted by the firm. Accordingly, 69% of consumers trust product and service information delivered via elevator advertising screens.

Tran Thi Thanh Mai, General Director of Kantar Media Vietnam, explained that elevator advertising is well receivedby consumers thanks to its clear, transparent, and community-oriented presentation. She compared this channel to a friendly and familiar “community bulletin board” in urban life.

Kantar Media’s survey also showed that 62% of consumers consider elevator advertising timely and useful, especially in apartment buildings and office towers where residents use elevators about six times a day. This frequency helps reinforce brand messages regularly, increasing memorability and positive sentiment.

Mai added that other advertising formats such as pop-ups or social media ads often cause annoyance with content that is hard to control for accuracy. In this context, elevator advertising appears naturally, at the right moment, allowing consumers to receive information without feeling imposed upon.

Tran Thi Thanh Mai, General Director of Kantar Media, speaks at the event. Photo courtesy of Chicilon Media

Melanie Lindquist, Asia-Pacific communications expert, out-of-home advertising advisor (OOH), and former APAC Operations Director at Talon OOH, also offered her perspective on urban communication trends. She emphasized that, particularly for fast-moving consumer goods (FMCG), selecting the right timing, location, and context is crucial to building brand trust.

“Brands around the world are leveraging the unique environment of elevator digital media to create more effective and impressive consumer engagement campaigns” Melanie said.

According to a 2025 Kantar Media survey assessing the effectiveness of Chicilon Media’s elevator screens in lobby areas, 95% of consumers clearly recognized the brands and products advertised. This high recognition rate highlights elevator advertising’s superior brand recall compared to many other media formats—a critical advantage in early-stage product launches where awareness-building is paramount.

Chicilon Media’s representative noted that many major brands now choose elevator advertising as a primary channel to boost awareness and establish initial trust. One such example is Richy, which utilized elevator advertising to introduce its Karo bear-shaped biscuits filled with cheese and chicken floss.

Richy focused its campaign on Chicilon Media’s elevator network in high-end residential and office buildings across Hanoi and Ho Chi Minh City. Thanks to frequent exposure, close viewing distance, and strong advertisement recall, Richy effectively reached its target audience without intrusion. This strategy allowed the new product to swiftly establish brand association and integrate into consumer purchasing decisions.

According to a Chicilon Media representative, as social media becomes harder to manage due to algorithms, traditional television loses coverage with shifting consumer habits, and outdoor billboards are often subconsciously ignored, elevator advertising stands out. It reaches “90% of middle- to high-income users” and achieves a “95% brand recognition rate,” making it a trusted touchpoint amid the pulse of urban life.