Using the same media channel does not mean every brand should follow the same content script. Observations from China’s 618 peak sales season show that four major e-commerce platforms all chose Elevator Media Advertising, yet each developed different content aligned with its own strategic positioning. This article analyzes why and suggests how this principle can be applied when planning communications.

Context: One Channel, Four Different Approaches

According to an analysis published by Focus Media China on July 1, 2026, during the 618 peak sales period, four major e-commerce platforms all selected advertising across elevator building clusters, but designed their content differently.

One platform emphasized the authenticity of its subsidy program, another focused on simplifying the purchase process, while another linked its content to a major sporting event to expand the range of product categories being promoted.

Why Content Needs to Differ Even When the Channel Is the Same

The value of a media channel is not determined only by where it appears, but also by its ability to deliver the right message to the right audience moving through that environment.

If four brands use the same content formula, their positioning differences become diluted even though the media budget is still being spent.

What Makes Flexible Content Changes Possible?

Designing different content for different campaign stages or audience groups is only practical when the screen infrastructure supports remote content updates, without requiring personnel to visit each individual placement point and replace content manually.

Application at Focus Media Vietnam

With its remote data transmission infrastructure, Focus Media Vietnam can support brands in updating content across the same screen cluster according to different campaign stages or Target Audience groups, instead of maintaining one fixed creative throughout the entire campaign period.

Focus Media Vietnam piloted remote content transmission technology through a campaign updating FIFA World Cup 2026™ scores.

FAQ

Does Elevator Media Advertising content have to change over time?
No. However, for campaigns with multiple stages or multiple Target Audience groups, updating content according to each stage is often more appropriate than using one fixed creative throughout the campaign.

Does updating content increase operating costs?
Costs depend on the specific frequency and scope of the updates. Brands should discuss their requirements directly with Focus Media Vietnam to identify an approach that fits their budget.

Can the case involving four e-commerce platforms be applied directly to the Vietnamese market?
This is a reference case from the Chinese market, illustrating the principle of tailoring content to brand positioning. It should not be interpreted as a commitment to achieving similar results in Vietnam.

Read more: Focus Media Brings the FIFA World Cup 2026™ into Elevators with 5G Technology