Goal
As the founder of the elevator advertising industry, Focus Media has achieved significant success in China, with revenue surpassing that of the next nine competitors combined. The company aims to replicate this success in international markets by leveraging its experience and resources. Focus Media’s expansion strategy includes establishing a strong presence in key urban centers worldwide, optimizing media resource density, and enhancing service offerings through modern equipment and technology applications.
In Vietnam, Focus Media is rapidly expanding its footprint in major cities. By blending global know-how with local insight, investing in advanced tech, and forging strong partnerships, it’s set to lead the country’s elevator media space, supporting both established brands and raising local startups along the way.
Challenge
In Vietnam, Focus Media has faced the challenge of helping brands to unlock a largely overlooked opportunity: the high-impact potential of elevator media. Despite its strong ability to drive brand visibility in high-density urban settings, many brands have yet to fully recognize or invest in this channel.
Adding to the complexity, Vietnam’s dynamic consumer landscape is evolving rapidly, demanding that media strategies stay one step ahead. To help brands stay relevant, Focus Media is investing in smarter, data-informed media solutions designed to elevate awareness, strengthen brand recall, and create meaningful audience connections where attention is most focused.
“Consumer awareness is the ultimate goal of any business activity – without awareness, there is no choice. The highest cost in business is not money, but the cost of occupying the consumer’s mind.”
Founder and CEO of Focus Media
“Data from NielsenIQ is always highly valued by Focus Media for its reliability and importance. The comprehensive insights provided by NielsenIQ on market dynamics help us more easily identify and reach potential customers.”
Founder Media team
Solution
To turn challenges into opportunities, Focus Media harnesses campaign effectiveness studies and market-backed insights to inform and optimize brand strategy.
By partnering with NIQ, they gain a clearer understanding of evolving consumer behaviors, urban media consumption trends, and the key triggers that drive engagement. Through NIQ’s Sales Force Activation and Brand & Media solutions – powered by independent, trusted data – campaign performance is tracked with precision, revealing the true impact of elevator media on brand awareness and perception. NIQ reports also play a crucial role in strengthening brand image by providing credible, data-driven proof of effectiveness.
Together, these insights transform elevator advertising from an overlooked channel into a powerful and measurable brand-building platform.
Results
NIQ’s data-driven insights helped Focus Media sharpen their targeting, enhance campaign credibility, and demonstrate the true impact of elevator media to brand partners.
Focus Media has played a key role in elevating brand impact across diverse industries, contributing to breakthrough campaigns that fueled rapid growth. Through elevator media, brand messages have reached hundreds of millions of consumers with high frequency and relevance. This powerful visibility has boosted brand recognition and recall, building trust, influencing choices, and accelerating sales performance.
Looking ahead, Focus Media plans to continue leveraging NIQ’s products and services to support upcoming initiatives. With several new projects on the horizon, Focus Media anticipates even closer collaboration, and looks forward to strengthening partnerships through mutual support and shared success.
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