Focus Media Vietnam (Focus Media Vietnam Co., Ltd.) is an Elevator Media company within the Focus Media system, a group founded in 2003 and listed on the Shenzhen Stock Exchange under stock code 002027. In Vietnam, the company operates more than 18,000 screens across more than 2,000 buildings in Hanoi, Ho Chi Minh City, Da Nang, and Hai Phong.

Focus Media Vietnam develops media networks inside elevators and building lobbies across residential developments, office buildings, and shopping malls. These are spaces that urban consumers pass through multiple times each day. Its main formats include LCD Elevator TV, Digital Frame, and Digital Standee.

It would be incomplete to think of Focus Media Vietnam simply as an “advertising screen rental company.” Its model organizes media placement points into a plannable network. Brands can select placements by geography, building type, and building cluster, update content remotely, create interaction through NFC/QR, and measure performance across different data layers.

Which Group Does Focus Media Vietnam Belong To?

Focus Media Vietnam is part of Focus Media Information Technology Co., Ltd., a company that pioneered the Elevator Media industry. Since 2003, the Group has maintained a pioneering position in the global Elevator Media Advertising industry. Its parent company is listed on the Shenzhen Stock Exchange under stock code 002027.

In Vietnam, Focus Media entered the market in two steps. The first was the establishment of Focus Media Vietnam Co., Ltd., which was first registered in April 2023. The second was the acquisition of a controlling stake in Goldsun Focus Media (Goldsun Focus Media), a new-media advertising company founded in Vietnam in 2006. Following this M&A transaction, Goldsun Focus Media became a subsidiary within the Focus Media system and ceased operating as an independent brand. All operations were unified under the Focus Media Vietnam brand.

Focus Media is a large-scale media group. According to its 2025 Annual Report, as of March 31, 2026, the Group’s media network covered approximately 350 cities in China, along with Hong Kong and multiple international markets including Vietnam. The total number of self-operated media devices and placements reached approximately 2.28 million, including about 1.22 million Elevator TV devices and 1.06 million Elevator Poster placements.

When Did Focus Media Vietnam Begin Operating?

Focus Media Vietnam officially entered the market in April 2023 and held a press conference announcing its investment strategy in early 2024.

Mr. Xiang Song – General Director of Focus Media Vietnam – delivering the opening remarks at the press conference announcing Focus Media Group’s international investment strategy.

(From left to right) Mr. Xiang Song – CEO of Focus Media Vietnam; Mr. Jiang Nanchun – Founder/Chairman of Focus Media Group; and Mr. Hoang Hai Duong – CEO of Goldsun Focus Media – officially shake hands to mark the unification of Goldsun Focus Media’s operations under the Focus Media Vietnam brand and the completion of the Group’s M&A transaction.

At the headquarters opening ceremony, Mr. Xiang Song, General Director of Focus Media Vietnam, stated that the company began with a team of two people and had grown to nearly 300 employees.

How Large Is Focus Media Vietnam’s Network?

Focus Media Vietnam operates more than 18,000 screens across more than 2,000 buildings, concentrated in four major urban markets: Hanoi, Ho Chi Minh City, Da Nang, and Hai Phong.

For marketers, the total number of screens is only the first layer of information. More important is where those screens sit within everyday urban life. FMVN’s network is present across three main types of environments:

• Where people live: residential developments and communities.
• Where people work: office buildings.
• Where people shop and spend leisure time: shopping malls and supermarkets.

As a result, a Media Plan can be built by city, area, building type, or building cluster rather than simply purchasing a total number of media placement points.

What Advertising Formats Does Focus Media Vietnam Offer?

Focus Media Vietnam’s three main formats are LCD Elevator TV, Digital Frame, and Digital Standee. Each format plays a different role within a campaign.

(From left to right) Digital Frame (DF), LCD, and Digital Standee. Each format plays a different role within a campaign.

For this reason, Elevator Media Advertising should not be purchased based only on the question, “How many screens?” Two campaigns with the same number of media placement points but different formats, building types, building clusters, and creatives may be solving completely different communications challenges.

How Is Focus Media Vietnam Different from a Digital Signage Company?

Digital Signage refers to display-screen technology. Focus Media Vietnam is a media company: its core value lies in a network of plannable and measurable touchpoints, not in the hardware itself.

The difference between Digital Signage and Elevator Media Advertising.

A Digital Signage provider typically focuses on equipment, software, or installation. Elevator Media, by contrast, organizes screens into advertising Inventory connected to location, audience context, playback schedules, creative, Media Planning, and reporting. Therefore, the more accurate term for Focus Media’s field is Elevator Media, a branch of DOOH, rather than the generic term Digital Signage.

How Is a Campaign with Focus Media Vietnam Planned?

A campaign with Focus Media Vietnam begins with the communications objective, followed by placement selection. The typical sequence is:

objective → audience → geography → building type → building cluster → format → timing → creative

For example, an FMCG brand seeking to reach households may require a configuration weighted toward residential developments, while a fintech company targeting working professionals may prioritize office clusters. Once placements have been selected, content is activated and managed across the network. For campaigns that require a next action, QR codes or NFC tags can lead viewers to a Landing Page, promotional program, or registration form.

The overall operating process follows the cycle Selection → Activation → Interaction → Measurement → Attribution → Optimization. Not every campaign requires every stage; the configuration depends on the objective and the data conditions of each project.

How Does Focus Media Vietnam Measure Advertising Effectiveness?

Focus Media Vietnam uses multiple separate measurement layers rather than grouping every metric under a single concept of “ROI.”

1. Proof of Play: confirms that the advertisement was delivered according to plan.
2. Interaction: if the campaign uses NFC, QR, or CTA, this data shows that someone actively took an action. A scan or tap is an Interaction, not yet a Lead or Revenue.
3. Website behavior: when users continue to the website, the Digital system can record additional on-site behavior.
4. Conversion: if the project is connected to CRM, POS, or an e-commerce platform, downstream data may help trace Leads or Conversions within the technical scope available.

For more advanced research into Reach, Frequency, Footfall, or Attribution, a campaign may add Independent Measurement from research partners. One principle applies throughout: an action occurring after an advertising exposure is not, by itself, sufficient to prove that the advertisement caused that action.

What Role Does Technology Play at Focus Media Vietnam?

Technology at Focus Media Vietnam is evaluated according to the marketing problem it solves rather than simply by its name.

• Connected infrastructure enables content to be distributed, updated, and managed across multiple media placement points at the same time.
• NFC and QR create a bridge from offline screens to online assets.
• Inventory data enables Planning to go deeper by geography, building type, and building cluster.
• Measurement architecture helps clearly distinguish whether advertising was delivered, whether viewers interacted, and how much contribution can be attributed to business outcomes.

Focus Media Vietnam demonstrates technology solutions at The New Era of Elevator Media event in July 2026.

Focus Media Vietnam inherits the Group’s experience in Connected Screens, network digitalization, and data-driven advertising across major markets. Specific capabilities in Vietnam are deployed according to the relevant product and actual market conditions.

Official Information for Focus Media Vietnam

According to Focus Media Vietnam’s official Contact page, its headquarters is located at Level 21, Tower 1, Riverfront Financial Centre, 3A–3B Ton Duc Thang Street, Sai Gon Ward, Ho Chi Minh City; its Hanoi office is located at Level 21, Tower 2, Capital Place, 29 Lieu Giai Street, Ngoc Ha Ward. Hotline: 1900 5111; email: info@focusmedia.vn.

Frequently Asked Questions About Focus Media Vietnam

What kind of company is Focus Media Vietnam?
Focus Media Vietnam is an Elevator Media/DOOH company within the Focus Media system. It operates an advertising screen network inside elevators and building lobbies in Vietnam.

How many screens does Focus Media Vietnam operate?
Focus Media Vietnam operates more than 18,000 screens across more than 2,000 buildings, concentrated in Hanoi, Ho Chi Minh City, Da Nang, and Hai Phong.

What advertising formats does Focus Media Vietnam offer?
Its three main formats are LCD Elevator TV, Digital Frame, and Digital Standee. Depending on the campaign, additional capabilities may include NFC/QR Interaction, Remote Content Management, and multiple Measurement layers.

What is the relationship between Focus Media Vietnam and Goldsun Focus Media?
Goldsun Focus Media is an Elevator Media company established in Vietnam in 2006. In 2023, Focus Media Group acquired a controlling stake in the company through an M&A transaction. Since then, Goldsun Focus Media has become a subsidiary within the Focus Media system and no longer operates as an independent brand. All operations have been unified under the Focus Media Vietnam brand.

Is Focus Media Vietnam a Vietnamese company or a foreign company?
Focus Media Vietnam Co., Ltd. is a legal entity established and operating in Vietnam. It belongs to the Focus Media Information Technology Co., Ltd. system, a group founded in 2003 and listed on the Shenzhen Stock Exchange under stock code 002027.

Can Focus Media’s Elevator Media Screen Advertising be measured?
Yes, across multiple layers: Proof of Play, Interaction through NFC/QR, website behavior, and Conversion data when the project is connected to CRM/POS. The level of measurement depends on each campaign’s configuration.

How can I contact Focus Media Vietnam?
Call 1900 5111, email info@focusmedia.vn, or leave your information on the official Contact page.