Every 3 days, the elevators on Earth carry as many people as there are people on Earth, which is more than 2.5 billion people every day! In which, a survey in Vietnam showed that up to 50% of elevator users have a habit of paying attention to advertisements at elevators, 43% often pay attention (2 times going at least once). and 6% only looked at it once.

Those numbers show that the elevator is a potential advertising and communication environment with high reach and regular frequency. In addition, studies on advertising effectiveness across all types also show outstanding results for elevator advertising.

The “remarkable” effect

When Kantar conducted a comprehensive study of consumers’ media exposure habits and attitudes, the results showed that building elevator advertising excels in performance across metrics compared to advertising. other types of advertising.

Kantar is known as a unit that provides facilities and services to measure audience and provides results of media research projects, outdoor activities around the world with high reliability.

In “China Urban Residents’ Advertising Attention Study 2021”, this unit has selected typical selections that guide the advertising industry around the world. The study was carried out with seven typical media advertising types including: TV, Internet, building elevators, means of transportation, cinema, traditional advertising and traditional outdoor advertising. Accordingly, the 2021 Media Trends & Predictions Report (2021 Media Trends & Predictions Report) has shown the indicators that make building elevator advertising a “remarkable” competitor to other types of advertising.

The daily reach of an ad is understood as the ratio of viewers reaching the ad on that media channel to the total number of viewers. According to the survey results, Internet advertising (95%), building elevator advertising (79%) and TV advertising (51%) are among the top three types of advertising.

Similar to the developed cities in the world, the urban density in Vietnam and the dense system of buildings, the number of people using the building every day is relatively stable. Preliminary statistics up to 2019 there are about 3,000 apartment buildings nationwide, not to mention office and commercial buildings. This is a potential “fertile” market for the advertising industry to reach viewers.

Great creative potential

Creativity in the advertising industry is linear, advertising agencies always need to find new ideas to make an impression and effect on the recipient. However, we can’t deny the fact that familiar advertising types gradually have familiar formulas and motifs that challenge human creativity.

The use of elevator advertising – a new type can be considered as a solution to create new materials for the advertising industry. Even in recent years, there are many elevator advertising projects that have made an impression and achieved high results at marketing and advertising competitions.

Typically, we can remember the Chip Shop Award (through TheDrum) which honored the advertising concept of “Man of Steel” as an “Ad of the Week”. The Chip Shop Awards are geared towards ideas and recognize creativity through innovative international awards and they can be for anyone regardless of customer factors, products of the company. advertisement. The marketing team of the movie “Man of Steel” came up with a bold idea when the elevator cabin door was designed to look like a man in a suit reaching out to pull off his outerwear, and when The elevator doors open, and the ad on the back wall of the cabin shows the iconic Superman chest with the release date and website address of the Man of Steel.

The advertising idea of ​​the movie “Man of Steel” makes a strong visual impression

This idea of ​​taking advantage of the opening and closing motion of the elevator door is also the inspiration for many other ideas that always create interesting surprises for viewers. There are also many other unique ideas about advertising on elevators that make viewers “admiring”.

However, the two most used forms of elevator advertising, poster frames and LCD screens, are still the “promising land” for advertising.

Two forms of advertising at elevators are widely used in Vietnam

The research results on the effectiveness of advertising in elevators conducted by Neilsen on the effectiveness and potential of elevator advertising in Vietnam also show positive results and stand out compared to other types.

Source: Chicilon Media

The above results show that although the length of time users use the elevator is indeed a golden opportunity for brands to capture the interest and lasting impression of these potential customers.

Leading effectively, leading the trend

“Creative media environments are becoming mainstream” is the conclusion highlighted by Kantar as one of the top ten media trends. The basis of this trend is the fact that the media environment has never changed from day to day as it is today and the trust of advertisers in choosing the right communication channel is also decreasing (from 56% in 2018). 2019 down to 49% in 2020). In 2021, if brand owners and agents want to further optimize communication effectiveness, they will need to invest more in understanding different communication channels.

While the elevator industry is also a young industry in Vietnam, elevator advertising is currently at new stages of development. Consumers seem to be so familiar with other forms of advertising that they will sometimes find them “annoying” in the midst of their other work and entertainment needs. On the contrary, in the boring elevator space, many elevators still have limited phone waves, it is clear that elevator advertising will not be a “troublesome” product, but on the contrary, becomes an interesting entertainment product. . Concentration in the waiting time, in the narrow space is also considered to be higher than in other time periods and spaces. And above all, the more often the elevator is used, the greater the ability to retain information in the viewer’s memory!

Taking advantage of the “weaknesses” of the elevator to create products that bring benefits to users is a smart choice of visionaries. Based on the proven effectiveness and abundant potential of elevator advertising, this will surely be the type of advertising leading the marketing trend in the near future.