Focus Media Vietnam launches 5G and NFC network for elevator advertising

Focus Media Vietnam has upgraded its network of more than 18,000 elevator screens to 5G and NFC technology, creating an integrated digital‑out‑of‑home (DOOH) platform that links data, digital and outdoor media. At a technology event on 21 July in Saigon, Admicro CEO Phan Đặng Trà My explained that the upgrade allows advertisers to purchase media by specific touchpoints or by audience segments identified through interaction data, making measurement comparable to online ads.

Be Group’s Head of Business Development Hoàng Công Huấn said traditional outdoor advertising has long lacked viewability, and the new 5G/NFC solution enables faster, more targeted campaigns, such as replacing QR codes with NFC for O2O initiatives. Representatives from InnoEx and Cốc Cốc discussed budget considerations and the role of data integration in improving campaign effectiveness. The event highlighted how measurable, data‑driven elevator advertising could attract larger budgets from Vietnamese businesses.