Strategic Insights from the Session

Consumer Behavior: From Choice to the Moment of Decision

Vietnamese consumers today are not simply purchasing products — they are also buying experiences, stories, and values.

This requires entrepreneurs to rethink how they approach the market.

Traditional advertising alone is no longer sufficient. Brands need multidimensional connections that allow them to meet customers at the moments that matter.

DOOH: From Static Advertising to Dynamic Media

The first generation of DOOH was largely based on screens displaying advertising content.

Today, DOOH has evolved into an integrated platform capable of measurement, response, and interaction.

When combined with technologies such as NFC, 5G, and Data Analytics, DOOH becomes an effective marketing tool that many businesses have yet to fully utilize.

Omnichannel: Offline + Online = Greater Effectiveness

The era of completely separate advertising channels is fading.

Today, customers increasingly expect a seamless experience: they see an Elevator Media Advertisement, scan a QR code, enter an application, and complete a transaction — potentially within just a few minutes.

Businesses capable of creating this connected journey will be better positioned to win.

Vietnam as Part of a Broader Regional Strategy

This CEIBS FOP Club event was not simply a business networking session — it was also a strong signal that Vietnam has become an increasingly important part of the regional expansion strategies of Chinese investors.

What opportunities does Vietnam offer?

• A young consumer market: With a relatively young population, with an average age of approximately 32, Vietnamese consumers are ready to adopt new technologies.
• Economic growth: GDP has maintained relatively stable annual growth of more than 5–7%, creating conditions for sustainable business development.
• Digital infrastructure: Major cities such as Ho Chi Minh City and Hanoi are increasingly ready for Digital Out-of-Home Advertising.
• Lower development costs: Compared with other Southeast Asian markets, Vietnam offers competitive cost levels.

Focus Media Vietnam: From DOOH Provider to Strategic Partner

A New Position for Focus Media Vietnam

Mr. Xiang Song was invited to speak at the CEIBS FOP Club 10th Anniversary Program not simply because he is the CEO of a DOOH company.

He was invited because he is a strategic thought leader with a deep understanding of market trends, technology, and consumer behavior.

Through professional exchanges and business networking activities such as this, Focus Media Vietnam is becoming more than a media partner. It is positioning itself as a trusted advisor, a bridge connecting international entrepreneurs with the Vietnamese market, and an example of successful advertising digitalization.

"Focus Media Vietnam continues to strengthen its position as a trusted media partner, accompanying brands on their journey toward sustainable growth."

Conclusion

Mr. Xiang Song’s participation in the CEIBS FOP Club program was not only a personal honor — it also represented recognition that Focus Media Vietnam has become a credible and forward-looking solutions provider, capable of sharing valuable market knowledge with the international entrepreneurial community.

As Vietnam becomes increasingly attractive to foreign investors, business leaders such as Mr. Xiang Song play an important role as bridges, helping international entrepreneurs better understand the opportunities, risks, and future direction of the Vietnamese market.

And when these leaders share insights not only about advertising, but also about consumer trends, technology, and business opportunities, they are doing more than promoting their companies.

They are helping to build a stronger, better-informed, and more future-ready entrepreneurial community.