The event is expected to gather many reputable experts in economics, market research, and advertising media, along with over 300 senior business leaders, including chairmen, general directors, and marketing directors. Following the Hanoi seminar, a subsequent event will take place on 24/6, at the Hilton Saigon hotel in TP HCM.

A representative from the organizing committee stated that the event occurs as the advertising industry undergoes a notable transformation. For a long time, advertising effectiveness was often measured through metrics like reach, impressions, or traffic. However, in an environment of information overload and increasingly fragmented attention, consumers are exposed to a much larger amount of information than at any previous stage.

Building advertising screen system of the enterprise. Photo: Chicilon Media

According to a NIQ report on adblock usage rates and online ad skipping behavior in 2025, 94% of surveyed users stated they tend to skip online ads; only 6% said they do not skip ads. Notably, within the group that tends to skip ads, about 60% chose to skip within the first few seconds.

Chicilon Media stated that these figures show that ads may be displayed, but this does not mean they are noticed and remembered by consumers. Previously, the advertising industry competed on impressions. Today, the advertising industry competes on attention, and it is expected that in the future, memorability will become one of the important measures of communication effectiveness.

Speakers at the seminar include leading experts in economics, communication, market researchers, and leaders of major enterprises. Photo: Chicilon Media

During the event, delegates will discuss in depth the changes in consumer attention behavior, the restructuring of advertising effectiveness evaluation logic, and future communication trends. Can Van Luc, Chief Economist of BIDV and Member of the National Financial and Monetary Policy Advisory Council, will present a paper titled "identifying five bright spots, five challenges for Vietnam's economy in 2026". This presentation will provide enterprises with important references on economic development trends and changes in the market environment in the coming period.

In the field of communication and advertising, Guo Zhi Feng, founder and Chairman of Chicilon Media, will present his paper: "redefining advertising effectiveness evaluation logic". The presentation focuses on analyzing changes in consumer attention behavior, the mechanism of brand memory formation, and new trends in the media industry. Through research data, practical experience, and international case studies, the paper will clarify the relationship between repeated visibility and brand awareness, brand memory, and purchasing behavior.

Guo Zhi Feng is also the author of the book "repeatedly seen - the core logic forming communication and advertising effectiveness". The book systematizes how brands, in an environment of information overload, can enter consumer consciousness through continuous, stable, and repeated communication, thereby forming brand memory and purchasing behavior.

Besides professional insights, Fifty5Blue will announce independent research results on consumer attention levels, brand memorability in different media environments, and the impact of each media context on advertising effectiveness. This data is expected to provide additional reference for enterprises in evaluating and selecting appropriate communication channels.

Following this content, Le Viet Hai Son, CEO of Chicilon Media, will present his paper "the transformation of the advertising industry: from impressions to truly being seen". From the perspective of changing consumer behavior, the presentation will analyze the important role of attention in forming modern communication effectiveness.

NIQ representatives will also present the latest research on the economic landscape and consumer trends in 2026. This data helps enterprises gain practical insights for building marketing and communication strategies in the coming period.

In addition to research experts, senior leaders from many international brands will also share experiences in implementing large-scale communication campaigns. From the advertiser's perspective, the speakers will discuss factors that help a media environment increase visibility, memorability, and generate business effectiveness.

The organizing committee stated that by combining insights from macroeconomics, market research, media data, and practical business experience, the seminar aims to open an in-depth discussion. Experts will discuss how the market perceives and evaluates advertising effectiveness in an increasingly changing media landscape.

(Source: Chicilon Media)