Focus Media's elevator advertising screen network: Over 19,000 screens nationwide (as of October 2026)

The rapid urbanization and continuous increase in high-rise buildings have transformed elevator spaces into key "coverage areas" for OOH (Out-of-Home) advertising campaigns. Responding to this demand, October 2026 data shows that Focus Media Vietnam is deploying over 19,000 screens in more than 2,000 locations. This touchpoint system is meticulously planned according to area, building segment, and installation location, helping businesses reach their target customer base.

Coverage distribution across 4 major cities

Focus Media's network is currently concentrated in four major cities: Hanoi, Ho Chi Minh City, Da Nang, and Hai Phong. Establishing a high density of visibility in these two Tier 1 cities and expanding to other dynamic urban areas allows businesses to easily implement nationwide campaigns or flexibly target specific geographic areas (geo-targeting).

Network structure by building type

A strategic DOOH network is measured not only by the total number of touchpoints, but also by its contextual targeting capabilities. To help brands accurately profile their audience and optimize reach, Focus Media's infrastructure of over 2,000 buildings is clearly stratified into the following groups:

• Apartment complexes: Covering diverse segments including Class A, B, and C apartments. For FMCG or retail businesses, apartment complexes are a strategic touchpoint due to their concentration of households and their close physical proximity to sales points. Most current projects integrate supermarkets/convenience stores on the ground floor. Therefore, advertising in elevators acts as a trigger point for demand – appearing right before residents press the elevator button to descend to the lobby to shop for daily necessities, minimizing the journey from awareness to conversion.
• Office building system: Focuses on office workers and middle/senior managers with strong financial capabilities and independent spending decisions. This area is an ideal media environment for financial services, banking, technology, real estate, and automotive businesses.
• Shopping mall systems: Closely linked to shopping behavior. While apartment buildings are the optimal touchpoint to trigger daily FMCG demand, shopping malls expand the reach funnel to a wider variety of product categories such as F&B, fashion, and lifestyle retail. The advantage of this area lies in the fact that consumers enter with a ready-to-spend mindset. At this point, elevator advertising acts as a directional touchpoint, directly triggering attention and guiding customers into the store at the moment their willingness to spend is at its highest.

Optimizing "internal" touchpoints: Lobby and elevator cabins.

To maintain the Share of Voice (SoV) and ensure uninterrupted transmission, Focus Media's 19,380 screens are synchronously positioned at two mandatory physical touchpoints along the route:

• Waiting area: Serving as the first point of contact. A screen system with immersive sound is placed in the ground floor lobby or parking garage, capturing attention throughout the time users wait for the elevator.
• Inside the cabin: Exploiting the enclosed and "no-interference" nature of the elevator car, at close range, the live display system takes over the viewer's line of sight, ensuring viewers fully receive the message content throughout their journey between floors.

Present in key projects  

The spatial characteristics of the touchpoints are directly reflected in the portfolio of projects that Focus Media is currently working on. Below are images of actual installations in some apartment and office projects:

Look up data directly with the automated system.

To standardize input data for media planning, Focus Media's advertising display system is updated online directly on the website , allowing marketers to proactively access the number of screens and project categories by segment and geographic area. Using real-world data optimizes budget allocation and minimizes wasted display space (spill-over).

Note: Due to the impact of the real estate market, the number of advertising screens and the number of buildings where screens are located are constantly fluctuating. The figure of 19,380 screens in over 2,000 buildings mentioned in the article is based on statistics from October 2026.