NFC is opening up a new way to interact with Elevator Media Screens: users can tap their phones to move from an offline advertisement to a landing page, promotional offer, app, or other digital content provided by the brand.

But how does NFC actually work? Does it collect personal data? Who controls the destination link after the tap? And how can this technology support campaign measurement?

This article explains how Focus Media Vietnam deploys NFC on Elevator Media Screens, from its operating principles and control processes to the role NFC plays in the O2O journey.

What Is NFC on an Elevator Media Screen?

NFC, short for Near Field Communication, is a short-range wireless communication technology.

In everyday user experiences, NFC is commonly associated with actions such as tapping a phone to make a payment, tapping a card to unlock a door, or tapping an interaction point to open digital content.

Across its Elevator Media Screen network, Focus Media Vietnam deploys NFC as an interactive touchpoint connecting offline advertising with the digital customer journey.

Instead of simply viewing a message on the screen, users can actively tap their phones on the NFC touchpoint to open a pre-configured destination, such as a landing page, promotional program, registration form, product information page, or interactive brand content.

An important point is that NFC does not replace the advertising screen.

NFC adds a next step after the viewer has already paid attention to the content displayed on the screen. This is how Elevator Media can move beyond its display role and become a bridge connecting the offline environment with the online journey.

How Does a User Tap NFC on an Elevator Media Screen?

For users, the NFC interaction is simple.

While in the elevator area, if users see advertising content with an interaction prompt, they can bring an NFC-enabled smartphone close to the touchpoint. If the device is compatible and NFC is enabled, the phone will display a link or notification prompting the user to open the destination page.

The user remains in control of whether to continue.

NFC interaction is a deliberate user action. It does not happen automatically simply because someone walks past the screen.

Within Focus Media Vietnam’s deployment model, the NFC touchpoint acts as a bridge that takes users from the Elevator Media Screen to the campaign’s digital content.

This can support activities such as:

• receiving vouchers;

• joining a minigame;

• registering interest;

• learning more about a product;

• opening an app;

• visiting the brand’s e-commerce page.

Does an NFC Tag Collect Personal Data From the User’s Phone?

With the passive NFC tag configuration used to open a link, the NFC tag itself does not have the capability to read personal data back from the user’s phone.

The NFC tag does not automatically access contacts, phone numbers, email addresses, images, applications, or personal files stored on the device.

It is important to distinguish between two layers in this journey.

The first layer is the NFC tag. This is the touchpoint used to open a pre-configured link.

The second layer is the destination page that the user accesses after tapping.

If the user only taps the NFC tag to open a link, the NFC tag functions solely as a link trigger.

If the user then fills in a form, claims a voucher, creates an account, or provides information on the brand’s landing page, that data belongs to a separate processing layer managed by the destination-page operator. It should be handled according to the operator’s data policy and in compliance with applicable personal-data protection regulations.

Therefore, when evaluating an NFC touchpoint, the question should not simply be:

“Does the NFC work?”

The more appropriate questions are:

• Where does the touchpoint lead?

• What information does the destination page request?

• Who manages the data after the user continues the interaction?

• Is the user actively choosing to take that action?

Why Do NFC Touchpoints on Elevator Media Screens Need to Be Controlled?

Users today have good reason to be cautious about digital touchpoints.

International warnings involving fraudulent QR codes, suspicious links, or replaced interaction points show that the risk does not lie only in the act of scanning or tapping. It also lies in the destination behind that interaction point.

For NFC on Elevator Media Screens, Focus Media Vietnam approaches this issue through three layers of control.

First: Location Control

NFC touchpoints are deployed together with existing screen systems inside office buildings, residential developments, and shopping malls with building management, rather than existing as isolated interaction points in uncontrolled open spaces.

Clearly defined installation locations allow building management teams and property owners/developers to inspect the equipment and coordinate responses when necessary.

Second: Device Control

According to technical information provided by Focus Media Vietnam, NFC devices are fixed to the screen structure using dedicated mounting brackets or locking frames.

This installation method is designed to reduce the risk of the device being peeled off, replaced, or tampered with arbitrarily, as can happen with standalone interaction points.

Third: Link Control

The destination URL associated with the NFC touchpoint must be created, updated, and managed through the system by authorized personnel.

External organizations or devices do not automatically have access to the administration system and cannot independently change the content associated with the NFC touchpoint.

These control layers should not be interpreted as eliminating every possible risk.

Their proper meaning is that NFC touchpoints should be deployed in a managed environment, using fixed devices, role-based access controls, and coordinated inspection procedures when required.

Does NFC Affect a Building’s Technical Systems?

According to technical information provided by Focus Media Vietnam, the NFC device operates independently and is not connected to core building systems such as:

• internal LAN/WiFi networks;

• Building Management Systems;

• elevator control systems;

• camera systems;

• internal IT infrastructure.

This helps keep the NFC touchpoint separated from the building’s critical technical infrastructure.

From an operational perspective, this is an important consideration for building management teams and property owners/developers when assessing risk before approving installation.

The device is also mounted together with the existing screen system. It does not require users to stop the elevator, does not interfere with the elevator control system, and does not alter the building’s technical infrastructure.

What Can NFC Do After a Viewer Notices the Advertising Content?

In traditional Elevator Media Advertising, the main touchpoint is the screen.

Viewers see the message, remember the brand, or become aware of a promotional program.

With NFC, brands can add a next step.

After paying attention to the advertisement, viewers can actively tap the NFC touchpoint and continue to a specific piece of digital content.

Depending on campaign objectives, NFC on Elevator Media Screens can be used to:

• direct users to a product landing page;

• open a voucher or promotional code;

• direct users to an app or account-registration page;

• connect users to an e-commerce storefront;

• collect program registrations when users voluntarily provide information;

• record interaction signals such as taps, visits, or subsequent actions on the brand’s platform.