Experts confirm that digital elevator ads are emerging as a potent strategy for FMCG companies aiming to engage their intended audience more effectively, boosting their marketing initiatives.
The insight was presented at the “FMCG 2025: Product Innovation and Effective Communication Strategies” conference, jointly organized by Chicilon Media and NielsenIQ Vietnam on March 28 in Ho Chi Minh City. Over 100 top executives such as CEOs, CMOs, and leading marketing professionals from prominent companies including TH True Milk, CJ Foods, Trung Nguyen, and Richy participated in this gathering. This event provided attendees with valuable consumer data, facilitated refining their business strategies, and updated them on current communication trends.
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Chairman Guo Zhi Feng addressing the gathering. The image was provided by Chicilon Media. |
Specialists have pointed out that digital elevator ads are becoming increasingly popular among Fast-Moving Consumer Goods companies. A 2025 NielsenIQ study revealed that FMCG enterprises achieved an impressive acknowledgment level of 85% through Chicilon Media’s digital elevator platform, leading all sectors.
A February survey by Kantar Media revealed that 99% of respondents were inclined to purchase Saigon Special beer after seeing its elevator screen ads, with 86% expressing intent to repurchase.
At the forum, marketing directors agreed that digital elevator ads represent one of the most efficient platforms for fast-moving consumer goods (FMCG) companies. These advertisements effortlessly blend into people’s everyday lives, allowing brands to connect with their intended viewers in an organic and unobtrusive way.
Chicilon Media emphasized that integratingelevator screens with supermarket displays ensures continuous brand exposure throughout a consumer’s journey—from commuting to shopping. This multi-touchpoint approach not only strengthens brand recognition but also enhances purchase intent through repeated and engagement and strategic engagements.
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An advertisement showing on digital screen in front of a building’s elevator. Photo courtesy of Chicilon Media |
With over 33,800 digital displays spread across more than 3,000 locations nationally, Chicilon Media manages around 40 million impressions each day. Through partnerships with NielsenIQ and top-tier market research companies, they deliver evidence-based marketing solutions. They utilize cutting-edge technology along with deep consumer understanding to enhance their clients’ brand presence effectively.
According to NielsenIQ data from 2024, 91 out of Vietnam’s leading 100 firms selected Chicilon Media as their communications ally, underscoring the impact and reliability of digital screen advertisements in boosting brand achievement.
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A NielsenIQ representative addressed the audience at the event. The photo was provided by Chicilon Media. |
In addition to detailed information about particular channels, the forum offered an extensive overview of the Fast-Moving Consumer Goods (FMCG) sector for the year 2025. Experts from NielsenIQ pinpointed three major tendencies: quicker buying choices, more defined consumer segments, and a revamped strategy towards brand allegiance.
According to a worldwide Nielsen study, around 20% of Fast Moving Consumer Goods (FMCG) growth can be linked to effective communication strategies, where about half of this comes from strong creative implementation and advertisement content. This highlights the importance for brands to allocate resources towards impactful communications to ensure they stand out and maintain consistent customer interest.
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NielsenIQ supports over 800 prominent local and international brands. Image provided by Chicilon Media. |
Specialists highlighted that the fast-moving consumer goods industry needs to adopt a fresh approach—moving away from the conventional belief that “distribution reigns supreme” towards a model where “acknowledgment matters most.” Establishing strong, genuine relationships with consumers via heartfelt communication, timed perfectly, has emerged as an essential factor for achieving brand success.
Companies are urged to enhance their digital communication channels to maintain constant outreach and immediate interaction. During the forum, key figures from leading brands concurred that in the highly competitive fast-moving consumer goods (FMCG) sector of 2025, capturing consumers’ attention via powerful communication tactics will be crucial for sustained expansion.
Guo Zhi Feng, Chairman of Chicilon Media, added that to break through information overload and effectively reach target audiences, brands must invest in both product innovation and impactful communication strategies.
