“AFTER THE MOMENT OF ATTENTION, WHAT ACTUALLY CREATES VALUE IN AN ELEVATOR MEDIA ADVERTISING CAMPAIGN?”

That was the central question raised by Ms. Sầm Minh Hằng – Marketing Director of Focus Media Vietnam during her presentation at the THE NEW ERA OF ELEVATOR MEDIA press conference, recently held at Saigon Times Square.

When Reach and Frequency Are No Longer Enough

For many years, the effectiveness of Elevator Media Advertising has often been evaluated through Reach and Frequency: how many people saw the advertising, and how many times.

According to Ms. Sầm Minh Hằng, however, the more important question comes next: after the content appears, does the viewer pause, show interest, and take the next step into the brand’s ecosystem?

This is how the presentation reframed the entire discussion around Elevator Media effectiveness — shifting from measuring who saw it to measuring what they did next.

A Very Short Journey: Tap → Open Page → Stay → Act

To answer that question, Focus Media Vietnam designed a very short journey directly at the event:

TAP → OPEN PAGE → STAY → ACT

Guests only needed to tap their phones on an NFC-enabled elevator media screen to open a Landing Page and complete the gift redemption process.

This replaced the traditional journey in which users had to remember the brand, search for it themselves, and only then take action — a process in which attention can weaken at every intermediate step.

Every intermediate step removed from this journey means one fewer potential drop-off point — and this is the operating principle behind the results recorded immediately afterward.

Results Recorded at the Event

The journey generated specific results recorded directly at the event:

• 1,054 page opens via NFC
• 491 completed on-site gift redemptions
• 46.5% completion rate

A Three-Layer Measurement Framework for Next-Generation Elevator Media

The Marketing Director of Focus Media Vietnam also introduced a three-layer measurement framework for next-generation Elevator Media:

• Brand Value — Reach, Frequency, Attention, Recall
• Activation Value — taps, page opens, Dwell Time, completion
• Business Value — leads, foot traffic at the point of sale, transactions

These three layers of value are connected through a unified Campaign ID and consistent measurement rules across Focus Media data and the brand’s internal data.

This allows a campaign to be evaluated across the entire journey — from the moment it appears on the screen to the final business outcome — rather than being measured separately at each stage.

“We Change What Happens After the Moment of Attention”

Concluding her presentation, Ms. Sầm Minh Hằng emphasized:

"We do not change the role of Elevator Media. We change what happens after the moment of attention."

Event Information

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