A company representative stated that for many years, Chicilon Media has prioritized viewer experience in its elevator media approach, rather than maximizing display duration or frequency. The company installs digital screen systems in elevators within high-quality office buildings, apartment complexes, and commercial centers.

These enclosed, quiet spaces, with their inherent waiting times, allow viewers to easily absorb content without external distractions. Advertising content is displayed clearly, for a moderate duration, and repeated at a controlled frequency, aligning with viewers' daily routines.

The company's elevator advertising system. Photo: Chicilon Media

This approach allows brand messages to appear in a familiar context, avoiding interruptions or a sense of coercion. Viewers do not need to skip content or wait to continue other activities. Consequently, advertising information is seen naturally, enhancing memorability and brand recognition over time.

A Chicilon Media representative stated that the company's approach prioritizes actual effectiveness over superficial display metrics. The core value of elevator media, the company believes, lies in messages being clearly seen, comfortably received, and remembered without annoyance. The objective is not "the longer the viewing, the better", but to achieve high viewer acceptance and stable recall.

This strategy also aligns with the current media market landscape. The government recently issued Decree 342/2025/ND-CP, effective 15/2, which provides detailed guidance on aspects of the Advertising Law. This decree introduces new regulations to enhance the management of online advertising, setting clearer requirements for protecting user experience, particularly concerning video ad formats.

Consequently, online advertising platforms must be more transparent in ad display, enabling users to actively control their reception of ad content, rather than being forced to watch for extended periods.

A Chicilon Media representative noted that these regulations contribute to respecting viewer experience, emphasizing quality of engagement and actual acceptance. NielsenIQ (NIQ) survey data reveals that about 94% of online advertisements are skipped or blocked by users; only about 6% are actually viewed, mostly for 1-2 seconds. Many ads, though meeting technical playback duration requirements, have limited memorability and impact on consumer behavior. This challenges brands to re-evaluate the actual effectiveness of traditional measurement metrics.

In this context, elevator media, with its controlled approach to space, frequency, and content, serves as a suitable supplementary channel for long-term brand building strategies. The consistent presence of messages in daily life helps brands maintain a stable and sustainable presence.

The company integrates NFC to enhance advertising effectiveness. Photo: Chicilon Media

Moving forward, Chicilon Media plans to continue investing in infrastructure, display technology, and content standardization to enhance viewer experience quality. This strategy aims to reinforce elevator media's role as a user-respecting advertising solution, aligning with evolving management trends and consumer behavior.

Hoang Dan