--- title: "Advertising effective when truly seen and drives recall: Chicilon" type: "News" locale: "en" url: "https://longbridge.com/en/news/282631409.md" description: "Chicilon Media's chairman, Guo Zhi Feng, emphasizes that advertising effectiveness is increasingly determined by context, visibility, and audience recall rather than mere impressions. As media channels expand, the evaluation of advertising performance is evolving. Businesses are shifting focus from distribution metrics to whether ads are genuinely seen and retained. Effective advertising requires repeated exposure in suitable environments, such as urban media settings, to build consumer recall and influence decisions. This new approach aids in understanding the relationship between media exposure and communication effectiveness, allowing for better resource allocation." datetime: "2026-04-14T05:02:24.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/282631409.md) - [en](https://longbridge.com/en/news/282631409.md) - [zh-HK](https://longbridge.com/zh-HK/news/282631409.md) --- # Advertising effective when truly seen and drives recall: Chicilon As media channels expand and content volumes rise, the way businesses evaluate advertising performance is also evolving. Speaking to _VnExpress_, Guo Zhi Feng, chairman of Chicilon Media, said that the logic of assessing advertising effectiveness is being redefined. He noted that the key question is no longer how widely an advertisement is distributed, but whether it is actually seen under appropriate conditions. Guo Zhi Feng said that in the past, brands often relied on metrics such as impressions, reach and click-through rates. When media resources were more limited, these indicators served as useful benchmarks. Dual advertising screens installed in office lobby. Photo courtesy of Chicilon Media However, their ability to reflect actual effectiveness has diminished. The presence of an advertisement does not necessarily mean it is genuinely seen, and even when briefly viewed, it may not be retained. "As the volume of information increases and user attention becomes more fragmented, many campaigns achieve wide distribution but fail to generate corresponding levels of awareness. Such a scenario requires a shift in how communication effectiveness is evaluated," he said. Advertising screens installed an office lobby. Photo courtesy of Chicilon Media According to Chicilon Media, this raises a fundamental question: after deployment, is the advertisement effectively received by the audience? This reflects a broader shift in evaluation methods. Rather than focusing solely on delivery, businesses are placing greater emphasis on whether advertisements are seen under suitable conditions. Measurement is also moving beyond surface-level indicators toward understanding how audiences perceive and process content. From this perspective, advertising effectiveness is increasingly viewed as a process rather than a single outcome. Messages typically require repeated exposure to build recall before influencing consumer decisions. This shift is also influencing media channel selection. According to Guo Zhi Feng, effective channels tend to share several characteristics: frequent audience exposure, sufficient dwell time, minimal distractions and clear content visibility, allowing repeated engagement by the same audience group. When these conditions are met, advertising can maintain a consistent presence. Audiences absorb information gradually through repeated exposure, rather than relying on a single interaction. Consistently visible and memorable brand helps to create effective advertising. Photo courtesy of Chicilon Guo Zhi Feng cited urban media environments as an example, particularly advertising in building elevator spaces, which meet many of these criteria. Elevators are part of daily routines and provide repeated, relatively stable exposure. Their enclosed setting, fixed waiting time and limited distractions allow advertising content to be displayed clearly. Viewers can absorb information over a sufficient period, with repeated exposure contributing to memory formation. He added that advertising effectiveness is not determined solely by the number of impressions, but by how content is delivered in the right environment and reinforced over time. Initial exposure may create basic awareness, while subsequent exposures strengthen the message. With sufficient frequency, the information is more likely to be retained and influence decision-making. This approach helps businesses better understand the relationship between media environment, exposure frequency and communication effectiveness, supporting more efficient resource allocation aligned with long-term objectives. ### Related Stocks - [002027.CN](https://longbridge.com/en/quote/002027.CN.md) ## Related News & Research - [SERB signs agreement to acquire Idefirix rights for $133.6m](https://longbridge.com/en/news/287041174.md) - [Fastest Growing AdTech Companies to Watch in 2026](https://longbridge.com/en/news/287029985.md) - [PRECIOUS-Gold falls to 1-1/2-month low on higher US yields, firm dollar](https://longbridge.com/en/news/287016248.md) - [ZAWYA: Dubai Autodrome, a subsidiary of Union Properties, closes standout season with 88,700+ experiences and major events line-up](https://longbridge.com/en/news/287043713.md) - [NFLX Stock Collapsed. The Fundamentals Did Not](https://longbridge.com/en/news/286708402.md)