As communication channels expand and content volume grows, how businesses evaluate advertising effectiveness is changing. Sharing insights with VnExpress on this trend, Guo Zhi Feng, Chairman of the Board of Directors of Chicilon Media, believes the logic for evaluating advertising effectiveness is being redefined. According to him, the core issue of advertising no longer lies in appearing on how many channels, but whether the advertisement is truly seen under suitable conditions.

Elevator advertising screens frequently appear in the trajectory of daily life. *Chicilon Media*

Guo Zhi Feng stated that brands previously relied on metrics such as impressions, reach, and clicks to assess advertising effectiveness. When media resources were limited, these metrics were valuable for reference. However, in current conditions, their ability to reflect effectiveness is gradually decreasing. According to him, the appearance of an advertisement does not mean viewers actually see it. Even if accessed for a short time, the content is not necessarily remembered by viewers.

"As the volume of information grows and user attention becomes fragmented, many widely deployed advertisements fail to generate corresponding awareness. This necessitates adjusting the approach to evaluating communication effectiveness", said Guo Zhi Feng.

According to a representative of Chicilon Media, from this reality, a question arises: after deployment, is the advertisement truly received by viewers? This framing of the issue indicates a shift in thinking about effectiveness evaluation. Instead of just considering whether an advertisement has been executed, businesses are starting to focus on whether the advertisement is seen under suitable conditions. At the same time, evaluation is shifting from superficial metrics to the process of audience awareness formation.

Accordingly, advertising effectiveness is not only measured by the final outcome, but understood as a process. Advertisements need to be accessed multiple times, gradually creating recall, and only then can they influence selection behavior.

From this perspective, the criteria for selecting communication channels also change. According to him, a channel is considered effective when it meets several basic conditions: Users frequently pass by the advertisement's location. The space offers a certain dwell time. The environment limits distracting elements. Advertising content is clearly displayed and can be repeatedly accessed by the same target audience.

Advertisements appear on elevator screens, capturing consumer attention. *Chicilon Media*

When these conditions are met, advertisements can maintain a stable presence. Viewers receive information through multiple exposures. This process helps build awareness over time, rather than relying on a single impression. Guo Zhi Feng cited an example from the urban media environment, where advertising in building elevator areas meets many of the aforementioned criteria. Building elevator spaces are linked to daily travel routines, offering repetitive and relatively stable exposure frequency.

The characteristics of enclosed spaces, fixed waiting times, and low distraction levels help advertising content be displayed more clearly. Viewers can access information for a sufficient duration to become aware. When exposure occurs multiple times, recall ability gradually forms.

According to him, advertising effectiveness comes not just from the number of impressions, but from how advertisements appear in suitable environments and maintain repetition. On the first exposure, viewers might only pay basic attention. Subsequent exposures help reinforce information and increase awareness. When the frequency is sufficient, the information can be retained in memory and influence selection decisions.

This approach also helps businesses better understand the relationship between the display environment, exposure frequency, and communication effectiveness. Consequently, resource allocation can be adjusted to align better with long-term goals.

Hoang Dan