The current marketing landscape demands effective communication. According to a company representative, brands are increasingly turning to advertising platforms integrated into living spaces and points of sale. This strategic shift addresses intense market competition, fragmented consumer attention, and escalating communication costs.

Instead of expanding into numerous channels, the company focuses on selecting touchpoints that can reach the right people at the right time, thereby impacting actual behavior. In Vietnam, Chicilon Digital Media's elevator and retail media systems are becoming crucial for brands to reach consumers.

_The company's elevator advertising screen system. Photo: Chicilon Digital Media_

Chicilon Digital Media has established an extensive network of touchpoints deeply embedded in urban life. This system spans residential and office elevators, supermarket entrances, shelf areas, checkout counters, and NFC technology touchpoints. These locations are integral to daily routines, providing advantages in terms of consumer focus and consistent reach.

A company representative stated that unlike many easily overlooked advertising forms, these physical touchpoints appear at ideal moments in daily life: during commutes, shopping, or waiting. These are critical times for forming brand impressions and directly influencing consumer decisions. Continuous optimization of locations, equipment upgrades, and standardized broadcasting systems ensure higher stability and improved brand recall for each display.

As the digital environment becomes saturated with budget competition and dense content, enclosed spaces like elevators, large screens at supermarket entrances, close-up displays at shelves, and waiting areas at checkout counters present "golden moments" for brands to make an impact. For fast-moving consumer goods (FMCG), beverages, mother and baby products, personal care, and beauty sectors, these are also points where purchasing behavior is activated. Through its Retail BotMedia system, Chicilon enables brands to be present and directly influence decisions at the point of sale.

_Customers experience the company's NFC feature at an event. Photo: Chicilon Digital Media_

The effectiveness of this model is reflected in its business performance. In 2025, amidst downward pressure on many industries, Chicilon Digital Media recorded positive growth. Specifically, during the October-November period, revenue exceeded VND 2.2 trillion, demonstrating the market's real demand for communication solutions linked to business effectiveness.

A key factor supporting this strategy is Dynamic NFC technology. This technology transforms each advertising touchpoint into a seamless interactive journey, from brand recognition to action. With a simple tap, users can receive offers, access e-commerce stores, make payments, or participate in customer care programs.

Chicilon Digital Media has deployed approximately 25,000 NFC touchpoints nationwide and continues to expand into other living spaces. From late 2025, many brands have proactively planned integrated campaigns combining elevator media, retail media, and Dynamic NFC for 2026.

According to experts, this trend stems from brands needing to address three communication challenges: optimizing budgets, creating quick impact during product launches, and connecting media efforts directly to sales. With this approach, Chicilon Digital Media provides advertising services while aiming to gradually position itself as an integral part of the consumer flow infrastructure, where communication is directly linked to experience and tangible conversion capabilities.

Hoang Dan