Elevator advertising screen market grows rapidly

Elevator Communications: Building Awareness, Brand Recall

“On average, office workers have the opportunity to see 26-28 advertisements on LCD/DF screens in their buildings every day,” said a recently published report by Nielsen IQ.

Mr. Xiang Song - CEO of Focus Media Vietnam shares about the future of elevator media in Vietnam

The report stated that office workers take the elevator about 6 times a day and are exposed to many advertisements on LCD/DF screens in both the waiting area and in the elevator, with an average of 2-3 advertisements seen each time.

In the apartment complex, with an elevator frequency of about 7 times per day and a lot of exposure to advertisements on LCD/DF screens in both the waiting area and in the elevator, an average of 2-3 advertisements can be seen each time. Thus, on average, each day, residents have the opportunity to see 32-34 advertisements on LCD/DF screens.

Four out of five respondents remembered seeing an advertisement on an LCD/DF display, and half of them could recall the brand correctly.

Ad recall was significantly higher among younger, lower-income groups in Ho Chi Minh City. However, only half of those in Hanoi recalled the ads. The potential target group - parents with children - also had lower recall rates than other groups.

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

Of those who recalled the billboard, 79% of them were able to recall the brand accurately, with 50% being able to recall it without any visual aids. This shows the impact of the elevator advertising format on building brand awareness and recall. The brand recall rate in Hanoi was better, indicating a trend of people being more brand conscious.

According to industry experts, as technology and innovation continue to innovate, outdoor advertising channels no longer seem to be effective enough, but instead, the growth potential and increasing value of elevator advertising have led to the growth of the elevator media industry market.

Talking to reporters of Cong Thuong Newspaper about this, Mr. Xiang Song - CEO of Focus Media Vietnam - said that as of March 2025, Focus Media Vietnam recorded an impressive growth rate, with the number of elevator advertising screens increasing by more than 99.9% compared to the same period last year.

Currently, the company is cooperating with more than 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 heavy daily traffic.

Technological innovation, improving user experience

According to experts, digital elevator media channels have many advantages, overcoming the disadvantages that outdoor advertising channels have not achieved. Accordingly, with digital screens installed in office buildings, luxury apartments, where the urban middle class lives and works, it will help brands get closer to their "golden target".

Customers impressed with Focus Media Vietnam's new display product at the launch event

In addition, digital elevator advertising penetrates deeply into the living space where the target customer group must pass through every day, reaching viewers at close range. Vivid advertising images are broadcast with continuous frequency, repeating while viewers are waiting or moving in the elevator, helping to effectively communicate the brand and promote the product.

To gain a share of the elevator advertising screen market, businesses also come up with their own strategies. Mr. Xiang Song said that with the goal of setting technology standards and improving the advertising experience in the modern elevator environment, the company recently launched a new generation of advertising screens - DF 5.0 (Digital Frame). This vertical frame screen model possesses sharp display technology, a screen ratio of up to 90% compared to the body and an outstanding display area, considered the largest in the Vietnamese market today, with optimal power saving capabilities.

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 in the elevator advertising sector, including: Media resource management system; customer resource management system; remote advertising playback system; advertising monitoring and acceptance system; modern business administration system.

Digital elevator advertising is growing rapidly and is receiving the favor of many businesses. Brands today have also caught up with the world's media trends, investing more and more in this effective media channel. Technological innovation and improving user experience are ways for businesses to not only affirm their position as a reliable partner in the field of elevator advertising but also contribute to promoting innovation and creativity in the advertising industry in Vietnam.

In the apartment complex, with an elevator frequency of about 7 times per day and high exposure to advertising on LCD/DF screens in both the waiting area and in the elevator, an average of 2-3 advertisements can be seen each time. Thus, on average, each day, residents have the opportunity to see 32-34 advertisements on LCD/DF screens.

Nguyen Hanh

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