The Q1 2026 advertising market report from the CTR Market Research Center (China) points to a noteworthy shift: consumers are gradually turning away from brands that “have no story to tell.” They are looking for campaigns that feel more alive — messages that are authentic, grounded in everyday life, and emotionally perceptive, rather than advertising that simply promotes products in a mechanical way.

Advertising Budgets Are Shifting Back to Offline Spaces

As traffic on online platforms becomes increasingly expensive and saturated, major brands are shifting their budgets toward offline environments with stronger connection potential.

In Vietnam, Focus Media Vietnam’s screen network across office buildings and residential developments is becoming a strategic touchpoint thanks to two factors: contextual relevance and future-ready technology.

Contextual Relevance: The Right Advertising at the Right Moment and in the Right Emotional Context

Instead of repeatedly displaying rigid, fixed content, Focus Media is working toward the ability to personalize content on Elevator Media Screens according to different dayparts:

energetic in the morning, convenient at noon, and relaxing in the evening.

Advertising can then become an expression of understanding rather than simply another source of “noise” interrupting the customer.

Technology for the Future: 5G and NFC Interaction

To realize the goal of creating more meaningful connections, Focus Media Vietnam is actively preparing a roadmap to integrate technologies such as 5G and NFC Interaction in the near future.

The objective is not merely to display advertising, but to create intelligent touchpoints where customers can actively connect with brands — from claiming vouchers to opening landing pages — directly at the point of interaction.

The Era of Authenticity and Right-Moment Marketing

Marketing in 2026 does not need a glossy façade.

It is an era of authenticity, appearing at the right moment, and delivering genuine usefulness in customers’ everyday lives.