Over 100 marketing experts attend elevator media forum in Hanoi

The event, themed "Leading New Era of Advertising: Building Elevator Digital Media Forum," attracted over 100 marketing professionals and senior business leaders, took place one month after a similar forum in Ho Chi Minh City. This forum provided a platform for discussions on the potential of elevator media and its ability to enhance brand recognition as an advertising channel.

The program in Hanoi introduced several new insights and facilitated opportunities for connection and strategic cooperation among businesses, thereby establishing a groundwork for the future growth of the industry.

Speakers attending the event. Photo courtesy of Chicilon

Participants engaged in discussions regarding the latest trends and strategies in Digital Out-Of-Home (DOOH) advertising. Noteworthy topics included global perspectives on digital media in India, and the landscape of shopping influenced by this form of advertising. The speakers examined consumer behavior in the digital space, provided examples of successful campaigns, and offered forecasts regarding upcoming developments.

Prominent enterprises involved in this initiative included Chicilon Media, GroupM, Omega, ADK Group Vietnam, UN:ventures, NielsenIQ, and Suntory Pepsi Co.

The August event in HCMC attracted over 300 executives and experts from distinguished brands and agencies.

This is the very first forum on elevator digital media event organized by MMA Global in Vietnam, aiming to update the latest trends in specialized outdoor advertising (DOOH). Through this platform, Vietnamese advertisers will access to advanced solutions that enhance their influence and operational efficiency.

Guo Zhi Feng, Chairman and General Director of Chicilon Media, emphasized that, based on collaboration with over 700 domestic and international enterprises, there is a discernible trend shifting from traditional advertising channels to emerging formats, such as elevator digital media.

"The budget for this channel has expanded throughout the year. We believe this market will continue to experience robust growth."

Speakers attending the event. Photo courtesy of Chicilon

As the digital out-of-home (DOOH) sector continues to expand, the elevator channel has emerged as a key connection between brands and consumers, allowing companies to target specific marketing goals and track detailed performance metrics. This enables brands to fine-tune customer engagement strategies. The use of high-quality audio-visual elements enhances the impact of brief advertisements, which achieve broad reach and create a lasting impression on viewers.

Rohit Dadwal, Managing Director of MMA Global APAC, highlighted the sophistication of the elevator channel’s development in the Asia-Pacific region. He pointed out that ongoing advancements in technology—such as artificial intelligence, real-time data analytics, and programmatic advertising—are making the channel more dynamic and personalized within community settings.

"Rapid urbanization and the rise of the middle class have created significant opportunities for this type of media," Dadwal said.

MMA Global is a marketing trade association with over 800 member companies, investing millions of dollars in research to provide marketers with cutting-edge tools.

In Vietnam, Chicilon Media is the leadingelevator digital media company, operating more than 40,000 screens and holding 93% of the market share. The company’s platform reaches approximately 40 million users daily and has executed thousands of advertising campaigns for both local and international brands.