The event "The New Era of Elevator Media," organized by Focus Media at Times Square Saigon (TP HCM), gathered over 200 guests representing regulatory bodies, business leaders, and domestic and international partners.

Xiang Song, general director of Focus Media Vietnam, at the event. *Photo: Focus Media*

At the event, Focus Media Vietnam announced the completion of 5G data transmission infrastructure deployment across its entire network of over 18,000 elevator media screens nationwide. Near field communication (NFC) technology is being implemented in stages, expected to be completed in September, laying the groundwork for online and offline connectivity solutions within the elevator media system.

This infrastructure upgrade enables the company to implement two new solution groups. One, intelligent audience planning, helps businesses select advertising screens based on target audience groups, building characteristics, area, and consumer behavior, rather than solely on the number or location of screens.

The remote data transmission system allows centralized management of the entire network, updating advertising content almost in real-time nationwide, and shortening campaign deployment time compared to manual operation. Additionally, NFC technology transforms advertising screens into interactive points, enabling users to tap their smartphones to receive offers, download applications, participate in promotions, and connect with brands.

Elevator screens integrating 5G and NFC technology displayed at the event. *Photo: Focus Media*

In the experience zone at the event, guests could tap their phones on screens to receive gifts from partners. According to Focus Media, the system recorded 1,054 NFC accesses in the afternoon, including 491 successful gift redemptions, equivalent to a 46.5% completion rate. This demonstrated the practical operational capability of the media connectivity and user interaction model.

Xiang Song, general director of Focus Media Vietnam, also shared the group's over 23-year development journey in elevator media. He stated that after investing in Vietnam in 2024, the company's network scale has increased by over 200%. This growth is attributed to a long-term investment strategy, building a local operational team, and developing solutions tailored to the Vietnamese market's characteristics, rather than simply replicating models from other countries.

Brand growth solutions in the AI era

A Focus Media representative stated that technology investment enhances the system's operational capabilities, aiming to develop solutions for businesses to build brands as artificial intelligence (AI) becomes deeply involved in user purchasing processes.

"Beyond traditional search engines, increasingly more people are using AI platforms to research brands, products, and services before making purchasing decisions. Therefore, a brand's ability to be recognized and recommended by AI systems is becoming a new metric in communication activities," a Focus Media representative said, adding that the company is researching solutions to connect the entire journey, from building brand awareness, creating interaction, and data collection to evaluating the increase in brand presence within the AI environment (AI Brand Lift).

Speakers at the discussion session. *Photo: Focus Media*

Within the program's framework, the discussion session "From Touchpoint to Growth" brought together representatives from businesses in media, technology, e-commerce, and data to discuss trends in measuring communication effectiveness, budget allocation, and changes in consumer information access behavior.

At the event, Focus Media Vietnam also announced partnerships with technology, data, and e-commerce partners to expand its service ecosystem.

According to the company, participating entities as speakers and partners included Coc Coc, Admicro, InnoEx, Be Group, Pin Nam Phuong, Elmich Vietnam, HTV, WPP, and FastHub Vietnam, offering guests experiences and diverse perspectives on the outdoor and elevator advertising industry.

Quang Anh