On March 25, 2024, during the question-and-answer session at the press conference announcing Focus Media’s international investment strategy, Mr. Jason Jiang – founder of the first elevator advertising model in the world, shared about the future of elevator advertising in the Vietnamese market.

Mr.Jason Jiang – Founder and Chairman of Focus Media interviewed at the Press Conference

Can you introduce Focus Media’s advanced technologies and experiences in the elevator advertising industry, based on your experience over the years?

– To talk about Focus Media’s advertising technologies over the past 20 years of development, I will summarize them into 3 points:
First of all, we have a cloud transmission system, which allows ads to be broadcast from our office to all over China or anywhere in the world within 2 minutes.
Secondly, Ads can be played precisely based on the location and classification of the buildings.
In China, the number of brands choosing to advertise elevators nationwide is not much, most will select specific buildings and areas to target their customer base. We will also classify the buildings and areas with the customer base that the brand wants to target.
In addition, Alibaba Group is the second largest shareholder of Focus Media, so we can rely on the data provided by Alibaba’s e-commerce channel to find out the frequently selected consumption areas of different customer files. For example, in which area or location they search for phones more, we will broadcast more phone ads there.
Furthermore, Focus Media have effective advertising evaluation methods. We will have many different evaluation methods:
First, we evaluate through market research companies such as Kantar, Nielsen… These companies can give us statistical data on before and after advertising or how consumers’ purchase rates increase or decrease.
Second, we evaluate through search indexes on search engines. For example, in China, there are platforms such as Baidu, Wechat, Tiktok, through these channels we know the search indexes in different cities. We also use Alibaba’s search indexes and sales volume to know the purchase rate, the conversion rate from product search, after viewing the advertisement to consumer behavior is to buy, through which we can evaluate the value that Focus Media brings to customers.

In Vietnam, Goldsun Focus Media is also a company with great influence in the advertising industry, so can you share the reason why you invested in Goldsun and not any other business?

– In 2006, we received a cooperation offer from Goldsun Focus Media. At that time, we had not yet learned about the Vietnamese market, so we chose to cooperate with Goldsun Focus Media to replicate the model and provide elevator advertising services in Vietnam. I see Vietnam as a very potential market and need to wait for the market to reach a certain level of development to have more opportunities. Therefore, in 2023, we decided to invest and cooperate more closely with Goldsun Focus Media. In the past, Goldsun Focus Media was our partner. When we came to the Vietnamese market, we wanted to develop long-term and we also felt that Goldsun Focus Media was a reliable partner.

According to your information, the devices installed in Vietnam do not have cameras, so please let us know if the device designed specifically for the Vietnamese market has an internet connection? Where will the advertising content to be displayed on the elevator screens be stored?
– We came to the Vietnamese market with serious research and respect for the laws of the host country. Focus Media’s equipment in China has many features, but for the equipment installed and used in Vietnam, it will comply with the current regulations of the Vietnamese government, which means there are no cameras to ensure privacy and personal information for elevator users.

Focus Media was listed on the NASDAQ in 2005, and there were reports in 2015 that there were some allegations regarding the company’s stock. So could you please tell us if the company is still listed on this exchange?

– We were listed on the US stock market for 8 years, from 2005 to 2012, with a market value of about 4 billion USD and a profit of about 400 million USD. Focus Media in the US has no business activities, so Americans do not have daily access and do not understand the products and services that Focus Media provides. Therefore, we set a goal to return to the Chinese A-share market and have made a lot of preparations. It took us 3 years to complete the procedures and successfully listed on the Shenzhen Stock Exchange in 2015. After returning to the Chinese A-share market, Focus Media’s current market value is about 15.6 billion USD, nearly 3 times higher than when it was listed on the NASDAQ. This is the recognition of Chinese customers for Focus Media.

What is your assessment and evaluation of the elevator advertising market opportunities in 2024?

– In the Southeast Asian market, especially the Vietnamese market, I think the next 10 years will be 10 years of economic golden age, such strong development will bring many benefits to businesses.
First is the benefit from industrialization development. I see that Vietnam’s manufacturing industry market is developing very quickly and will promote economic development.
Next is the benefit from the speed of urbanization. I see that Vietnam’s birth rate remains good, continues to be a dynamic country, developing in the direction of rejuvenation, this will quickly stimulate consumption. In the next 10 to 20 years, along with the rapid speed of urbanization, Vietnam will become a very potential market for the advertising industry.

Could you share about Focus Media’s development potential in the field of elevator advertising in the near future?

– We are the founder of the elevator advertising industry, and have 21 years of experience in the industry, and are currently the largest advertising company in China. As you know, the market in China is very competitive, but we have achieved great success. Focus Media’s revenue is twice as high as the total revenue of the 2nd to 10th companies in the same industry. The elevator advertising industry and Focus Media have achieved great development over the past 21 years and have been recognized by domestic and international brands in China.
In 2017, we started to develop the international market. Our goal is to gain over 80% market share within 2-3 years after entering a market. Reality proves that the countries we have visited have achieved this goal. I think that the elevator advertising market is not only developing and has great potential in China, but is also a market with strong development in Asia Pacific. With the development of urbanization, buildings, living standards and living expenses of people will also increase, the elevator advertising industry will become more important. Vietnam is a very important location in our international investment strategy. I believe that in 10 years, Focus Media can become the largest advertising company in the Vietnamese market..

Thank you!

The press conference announcing Focus Media’s international investment strategy in Vietnam is expected to be a combination of Goldsun Focus Media’s understanding of the local market and Focus Media’s financial resources, international experience and industry expertise over the past 21 years of development, thereby joining hands to develop strongly. As a pioneer in the elevator advertising industry, Focus Media believes that it will affirm its position, develop and expand the market as well as increase the experience and trust of customers and partners. In addition, providing “comprehensive” service quality, focusing on customer satisfaction will be the foundation for the upcoming development of Focus Media Vietnam.

Mr.Jason Jiang – Founder of Focus Media, currently Chairman and CEO of Focus Media
● He was born in 1973, graduated from the Department of Chinese Language and Literature – East China Normal University. He founded Focus Media in 2003, changing the concept of old media, bringing media into life.
● In April 2006, he was named one of China’s 25 most influential business leaders by Fortune magazine.
● In February 2007, he won the Ernst & Young Entrepreneur of The Year China Award, which is the only global business award and one of the most influential awards recognized by the international business community.
● In November 2010, he was honored with the Young Entrepreneur of the Year category at the Asia Business Excellence Awards – APEA 2010.
● In March 2011, he won the Honorary Award for Influential People in China’s Advertising Industry in 30 Years by Advertising China.
● In January 2018, he won the New Age Business Leader of the Year 2017 award.
● In January 2019, he was awarded the 2018 China Outstanding Entrepreneur Award.
● In 2020, he was listed in the list of 100 richest people in China by Forbes magazine.