In today’s rapidly evolving marketing landscape, digital elevator advertising is emerging as a powerful tool for FMCG brands to boost brand recognition. This relatively new advertising medium has proven to be incredibly effective at engaging target consumers in a way that is both subtle and non-intrusive. During the recent FMCG 2025: Product Innovation and Effective Communication Strategies forum, industry leaders discussed how digital elevator ads are reshaping the way FMCG brands connect with their audience.
This blog post dives into how digital elevator advertising is driving growth for FMCG companies, exploring the benefits, trends, and strategies behind this unique advertising method. Let’s explore why FMCG brands are increasingly turning to this innovative channel to elevate their marketing efforts.
Why Digital Elevator Advertising Works for FMCG Brands
FMCG brands are always on the lookout for effective ways to stay in front of consumers. Traditional advertising channels like TV, print, and radio are becoming less effective in the digital age. As a result, brands are turning to more targeted and immersive channels, such as digital elevator advertising, to meet consumers where they are.
Here’s why digital elevator ads are a game-changer for FMCG brands:
-
High Engagement Rate
According to a recent NielsenIQ report, FMCG brands have seen an 85% recognition rate on digital elevator advertising, far surpassing other industries. This high recognition rate means that when consumers see a brand’s ad on an elevator screen, they’re much more likely to remember it. -
Seamless Integration into Daily Life
Digital elevator ads are perfectly positioned to tap into consumers’ daily routines. People use elevators multiple times a day, whether at work, in malls, or in apartment buildings. As such, FMCG brands can seamlessly integrate their messaging into consumers’ lives without being intrusive. -
Proven Impact on Purchase Intent
A survey by Kantar Media revealed that after seeing Saigon Special beer’s elevator ads, 99% of respondents were inclined to purchase the product, and 86% expressed an intention to repurchase. This demonstrates the effectiveness of digital elevator ads in not only boosting recognition but also driving action. -
Multiple Touchpoints for Brand Exposure
Chicilon Media, one of the leading players in the digital elevator advertising space, operates over 33,800 digital screens in more than 3,000 buildings across the country. This extensive network ensures that brands are exposed to consumers at multiple points during their daily journey—from commuting to shopping, further reinforcing brand recognition.
Digital Elevator Advertising: A Multi-Touchpoint Strategy
Integrating digital elevator screens with supermarket displays is a strategy that FMCG brands can use to create continuous exposure throughout a consumer’s journey. When customers see a brand’s ad on an elevator screen, followed by an in-store display or an ad in the shopping aisle, they’re more likely to engage with the product and make a purchase.
This multi-touchpoint approach is incredibly powerful because it builds familiarity and reinforces the brand message. The repeated exposure across different environments—whether in the elevator, at the supermarket, or in an online ad—leads to increased purchase intent.
The Reach and Power of Digital Elevator Advertising
With Chicilon Media’s network reaching 40 million views daily, the potential for FMCG brands to tap into a massive audience is undeniable. In fact, 91 out of Vietnam’s top 100 companies partnered with Chicilon Media in 2024, solidifying the credibility and effectiveness of this advertising channel.
The power of digital screens is enhanced by consumer data and insights. By partnering with leading market research firms like NielsenIQ, Chicilon Media can offer brands data-driven solutions to optimise their campaigns and measure the impact of their ads.
Key Trends Shaping the FMCG Landscape in 2025
At the FMCG 2025 forum, experts identified key trends that FMCG brands should focus on to remain competitive:
-
Faster Purchase Decisions
Consumers are making faster decisions, often based on the ads they see in real-time. Digital elevator advertising taps into this trend by delivering targeted messages when consumers are most receptive. -
Clearer Customer Segmentation
Brands are now able to segment their audience more effectively. With access to detailed consumer insights, FMCG brands can tailor their ads to specific demographics and psychographics, ensuring that their message resonates with the right people. -
Redefined Brand Loyalty
Today’s consumers are more demanding than ever. Brands must go beyond traditional loyalty programmes and create deeper emotional connections with consumers. Digital elevator ads are an excellent medium for delivering emotionally resonant messages at the right moment.
The New Paradigm: From Distribution to Recognition
As the FMCG landscape continues to evolve, experts are urging companies to rethink their approach to marketing. The new paradigm is not about distribution being king but rather about recognition being the key to long-term success.
FMCG brands must focus on building authentic consumer relationships through high-impact communication strategies. By delivering the right message at the right moment—whether through digital elevator ads, social media, or in-store displays—brands can ensure that they stay top of mind and foster brand loyalty.
Conclusion: The Future of FMCG Brand Marketing
Digital elevator advertising has quickly become a powerful tool in the FMCG sector, helping brands increase recognition, drive sales, and engage consumers in meaningful ways. As the FMCG landscape shifts toward faster purchase decisions and clearer customer segmentation, this channel is proving to be an effective way for companies to stay competitive.
The key takeaway is clear: if FMCG brands want to succeed in 2025 and beyond, they must embrace innovative communication strategies. Investing in digital elevator advertising, which integrates seamlessly into consumers’ daily routines, is an excellent way to achieve that goal.
As the industry continues to evolve, Chicilon Media and other players in this space will be instrumental in helping brands navigate this new world of advertising. FMCG brands that capitalise on this trend will likely see improved brand recognition, higher purchase intent, and stronger consumer loyalty.
Relevant Links for Further Reading:
Photo credit: VN Express International
