How to Ensure Your Brand Message Doesn’t Get Lost in the Advertising Noise?

The forum on “Brand Growth and Effective Communication: The Power of the Digital Elevator Media Channel” hosted by MMA Global Vietnam and Chicilon Media offered marketers new insights into building their communication strategies.

The event attracted over 200 guests, including prominent industry names such as Hyundai, VNPT, Traphaco, Karofi, Mayora, StackAdapt, and Mindshare Vietnam. It also featured research leaders NielsenIQ and Kantar Media. Marketing experts from Vietnam and abroad engaged in discussions aimed at solving the urban communication puzzle, given the increasing dispersion of marketing budgets.

Brand representatives actively shared their perspectives and experiences in implementing multi-touchpoint campaigns, raising questions about the actual performance of each platform in the customer journey.

Enhancing Customer Connections through DOOH

A highlight of the event was Richy’s case study on the launch of their new product, “Bánh Karo Gấu Sợi Gà Nhân Phô Mai.” The campaign, designed on a multi-channel IMC platform, particularly emphasized Digital Out-of-Home (DOOH) media, including digital elevator media in office buildings, residential areas, and supermarkets—places where the target consumers move and live their daily lives.

Ms. Trinh Van, Richy’s CMO, shares the case study

Ms. Trinh Van, Richy’s Marketing Director, emphasized: “Utilizing the wide reach and area-specific targeting capabilities of elevator media, especially in confined spaces with less dispersion, helped the brand connect with customers at the touchpoints they frequent the most. This gradually built familiarity and promoted product recall among consumers.”

In addition to domestic enterprises’ practical experiences, Ms. Melanie Lindquist, a communication expert in the Asia-Pacific region, Outdoor Advertising (OOH) advisor, and former APAC Executive Director at Talon OOH, offered a global perspective on urban communication trends. She particularly emphasized the growing importance of digital elevator media in modern IMC strategies.

“Marketers who understand the specifics of the elevator media environment and know how to create contextually relevant content will easily attract and connect with their target audience,” she said. “This is a rare space with a high attention rate and less distraction from mobile devices, providing an ideal environment for brands to deliver personalized and effective messages.”

From Supplemental Touchpoint to Influential Channel

In the past, elevator advertising was often considered a supplemental choice in integrated communication plans. Still, its role is now shifting significantly, becoming one of the critical touchpoints that directly connect brands with consumers in urban areas.

At the forum, experts agreed that in an era of information overload across multiple platforms, spaces with high passive message reception rates and less distraction, like elevators, are becoming valuable real estate for delivering brand messages.

According to NielsenIQ’s 2025 research, 97% of respondents found that advertising on digital screens in elevators easily grabs attention, with superior brand and message recall compared to traditional OOH channels. The enclosed space, minimal distraction from peripheral devices, and repeated exposure through daily movement habits allow brand messages to permeate consumers’ consciousness naturally. This characteristic ensures superior attention and optimizes communication effectiveness without requiring a massive budget increase.

Ms. Tran Thi Thanh Mai, General Director of Kantar Media, shares her insights at the event

At the event, Kantar Media representatives shared their April 2025 research findings, which revealed that Digital Elevator Media continues to lead in terms of trust and brand value perception among office workers and residents. According to the report, 62% of respondents considered it a timely and useful information source, while 69% found elevator advertising reliable, free from spam or prohibited products, ensuring honesty and appropriateness for public spaces.

Ms. Tran Thi Thanh Mai, General Director of Kantar Media, also shared in the research report that after the communication campaign for Saigon Special Beer during Tet 2024, the purchase decision rate among those who viewed the elevator advertising was 39%. This confirms that elevator media not only increases brand awareness but also directly influences consumption decisions, becoming a strategic link in any integrated communication plan.

Through this forum, marketing administrators gained access to in-depth research and practical data from reputable organizations while broadening their perspective on modern communication trends in dynamic urban environments. Digital elevator media has proven its importance in optimizing reach effectiveness and creating differentiation in the multi-touchpoint customer journey. The event also provided an opportunity for experts to exchange experiences and shape creative strategies that align with the rapid development of the digital advertising market.