30-second effect of elevator digital media

In a context where users can effortlessly skip ads with a single swipe, identifying unmissable touchpoints has become a top priority for marketers.

According to the NielsenIQ 2023 report, each resident or office worker in a building is exposed to an average of 12 advertisements per day while waiting for elevators in lobbies or ground floors. On each occasion, users typically view 2.4 ads. Though this number may seem modest, the daily and weekly repetition creates a strong message recall effect.

Dual advertising screens installed in office lobby. Photo courtesy of Chicilon Media

The elevator lobby serves as a brief pause where users temporarily divert their attention from their phones while waiting for the lift, a rare moment for advertising to appear naturally, without being skipped or overlooked. Unlike the digital environment filled with constant notifications, elevator media provides a quiet, undisturbed space to deliver brand messages effectively.

Chicilon Media observes that consumer attention spans are shortening. Therefore, the 30 seconds at elevator lobbies, when users are minimally distracted, has become a priceless moment. It is the ideal time to influence customer emotions and perceptions.

Guo Zhi Feng, CEO of Chicilon Media, shared that the company continually enhances communication efficiency at these waiting points. The brand was one of the first to implement audio-integrated screen systems in elevator lobbies, areas that attract high foot traffic and where people pause long enough to receive advertising messages. With synchronized dual screens, standard sizes of 27 inches and 24 inches, sharp visuals, and moderate sound, this format boosts brand visibility without causing disturbance.

Advertising screens at elevator lobby. Photo courtesy of Chicilon Media

The dual-screen system with audio maximizes display efficiency, captures attention, expands the "emotional zone" for brands, and creates a multi-sensory advertising experience.

According to the NielsenIQ 2023 report, this type of screen is particularly well-received by viewers, especially among office workers, due to its clear display and concise and engaging content, perfectly suited to behavior patterns in elevator waiting areas. Beyond visuals, the auditory element is also a plus in advertising campaigns. Research by Michael Platt and colleagues (2007) found that sound, especially suitable background music, can activate brain regions related to memory, emotion, and decision-making behavior.

Guo Zhi Feng noted that the effectiveness of elevator media surpasses the expectations of many brands. Based on NielsenIQ 2023 data, 91 out of the 100 highest-revenue brands in Vietnam currently choose Chicilon Media's digital elevator media network for communication campaigns. "This proves the efficiency of elevator media solutions. It is also an accessible channel for consumers, contributing to influencing purchasing behavior," Guo affirmed.