The Vietnam CEO & CMO Summit 2026 on Brand Growth (First Half), themed “Repeatedly Seen – Redefining the Logic of Advertising Effectiveness Evaluation,” held in Hanoi on June 18, brought together entrepreneurs, CEOs, CMOs, brand representatives, advertising agencies, investment funds, and marketing experts to examine economic trends, brand-building strategies, and emerging methods for assessing advertising performance.

As internet platforms, social media, short-form video, and artificial intelligence continue to reshape the media landscape, consumers are exposed to an increasing volume of information every day. While communication channels have expanded and advertising has become more widespread, the number of brands consumers actively remember has not grown at the same pace. Against this backdrop, industry participants discussed how advertising effectiveness should be measured in a changing environment.

At the summit, Dr. Can Van Luc, chief economist at BIDV and a member of the National Financial and Monetary Policy Advisory Council, shared his outlook on Vietnam’s economy for 2026-2027, outlining opportunities, challenges, and recommendations for businesses.

According to attendees, the presentation offered macroeconomic insights that could help inform investment decisions, brand development plans, and marketing strategies for the remainder of 2026 and beyond. Speakers noted that as competition intensifies, businesses are increasingly focused not only on sales growth but also on strengthening long-term brand value.

The summit’s central theme, “Repeatedly Seen – Redefining the Logic of Advertising Effectiveness Evaluation,” generated extensive discussion among participants.

Guo Zhi Feng, chairman of Chicilon Media that organized the event, said the advertising industry is entering a new phase of transformation. While effectiveness has traditionally been measured by reach and impressions, he argued that consumer attention and brand recall are becoming increasingly important indicators.

“Exposure does not necessarily mean consumers pay attention, and attention alone does not guarantee brand recall. Only when a brand is remembered can it become part of consumers’ consideration and purchase decisions,” Guo said.

According to Guo, consumers do not choose a brand simply because they have seen it before, but because it occupies a place in their memory. As a result, he said, advertising objectives should extend beyond generating exposure to building lasting brand recognition.

He added that while impressions remain a widely used metric, attention and recall may become increasingly significant measures of effectiveness.

In his view, the value of advertising lies not only in how frequently it is seen but also in its ability to leave a lasting impression on audiences. Consistent exposure, when appropriately managed, can help build familiarity and increase the likelihood that consumers will consider a brand when making purchasing decisions.

The discussion expanded to broader topics including brand growth, media value, shifts in consumer behavior, and marketing trends in the age of artificial intelligence.

Representing the corporate sector, Ha Hai Nam, marketing communications director at TH Food Chain, said the ultimate goal of marketing communications is to ensure a brand is among the options consumers consider when a need arises.

According to Nam, integrating brand-building activities with point-of-sale marketing can help shorten the path from awareness to purchase while improving the efficiency of marketing investments.

Participants visit the exhibition showcasing industry insights and elevator media technologies. Photo courtesy of Chicilon Media