Vietnam OOH And DOOH Market Size
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| Market Size (2024) | USD 118.5 Million |
| Market Size (2029) | USD 130.60 Million |
| CAGR (2024 - 2029) | 1.18 % |
| Market Concentration | Medium |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Vietnam OOH And DOOH Market Analysis
The Vietnam OOH And DOOH Market size is estimated at USD 118.5 million in 2024, and is expected to reach USD 130.60 million by 2029, growing at a CAGR of 1.18% during the forecast period (2024-2029).
The out-of-home advertising market in Vietnam has witnessed substantial growth in recent years. This surge is fueled by evolving customer preferences, a growing urban population, rapid economic expansion, and a rise in disposable incomes.
Vietnam's burgeoning economy and escalating disposable incomes are fueling the growth of its out-of-home advertising industry. With an expanding middle class and heightened consumer spending, the demand for goods and services is on the rise. Consequently, advertisers are finding a receptive audience, prompting increased investments in out-of-home advertising.
Vietnam's robust economic growth, coupled with its stable political landscape and enticing investment atmosphere, has become an attractive market for businesses, both local and global. Consequently, heightened competition is pushing brands toward more potent advertising strategies. This shift has seen a surge in investments in out-of-home advertising as companies strive to set themselves apart and secure a leading position in the market.
Vietnam's swift urbanization and substantial infrastructure investments are fueling the growth of both out-of-home (OOH) and digital out-of-home (DOOH) advertising. Leading urban centers, notably Ho Chi Minh City and Hanoi, are emerging as prime hubs for high-traffic advertising sites. Moreover, the government's focus on smart city initiatives and bolstering public transportation may open fresh avenues for digital advertising.
The OOH market is undergoing a significant transformation, driven by the adoption of digital screens, interactive displays, and programmatic advertising solutions. These technologies not only boost the flexibility and efficiency of advertising campaigns but also enhance their overall effectiveness. Programmatic DOOH empowers advertisers to tailor their ads in real time, leveraging data insights for heightened audience engagement and improved campaign ROI.
Investing in digital advertising infrastructure, such as LED screens and interactive displays, requires a significant upfront capital outlay. Moreover, the continuous need for updates and repairs, alongside regular maintenance, can lead to substantial ongoing expenses. These factors, coupled with potential technical glitches, not only elevate operational costs but also pose profitability challenges, particularly for smaller enterprises.
Vietnam OOH And DOOH Market Trends
Digital OOH (LED Screens) to Drive the Market
- Programmatic technology's integration into digital out-of-home (DOOH) advertising streamlines the buying and selling of ad space. By leveraging data analytics, advertisers can precisely target their audience, ensuring their messages are delivered effectively. This efficiency and precision are driving the rising popularity of programmatic DOOH in campaign management.
- Vietnam's swift urbanization, coupled with a governmental emphasis on smart city initiatives, is reshaping the landscape for digital advertising. Major cities like Ho Chi Minh City and Hanoi are witnessing a surge in LED screen installations, especially in high-traffic zones like shopping centers, transport hubs, and business districts.
- Furthermore, with ongoing enhancements in transportation infrastructure, such as the expansion of metro systems and bus networks, there is a growing canvas for DOOH installations. Digital screens in transit locations not only offer heightened visibility but also present a lucrative opportunity for advertisers, given the captive audience of commuters.
- In January 2024, Ho Chi Minh City, in a bid to underscore its commitment to infrastructure, commenced construction on its second metro line, following over a decade of work on the initial line. Spearheaded by the Management Authority for Urban Railways, this USD 2 billion initiative marks a pivotal step in Vietnam's efforts to attract investor confidence. The urgency is palpable as Ho Chi Minh City endeavors to bridge the infrastructure gap with its regional counterparts. Even Jakarta, a relative latecomer, has already operationalized its train services.
- In 2023, a survey conducted by the Vietnam E-commerce Association revealed that around 68% of small and medium enterprises allocated less than VND 10 million for website and mobile application advertising. Meanwhile, 14% of the surveyed large enterprises confirmed spending more than VND 100 million to promote their digital presence on various platforms that year.
Retail and Consumer Goods to Drive the Market
- Vietnam's rapid urbanization has spurred the rise of new shopping malls and retail spaces, especially in key cities like Ho Chi Minh City and Hanoi. These urban hubs have become hotspots for OOH and DOOH advertisements, effectively reaching a broad and diverse audience.
- With bustling foot traffic in these urban retail centers, OOH and DOOH ads enjoy exceptional visibility. Advertisers are capitalizing on these prime locations to not just display their products but to actively engage with potential customers.
- For instance, in 2023, Vietnam's retail market saw a surge in new projects, adding close to 111,000 square meters of retail space in Hanoi and Ho Chi Minh City. Notably, the Lotte Mall West Lake Hanoi, a commercial center, took the spotlight. Unveiled in the latter part of the year, this project boasts an expansive 72,000 square meters of rental space, marking it as the largest mall development in the last four years.
- According to Vingroup JSC, in 2023, the company managed 83 Vincom shopping malls across Vietnam. The conglomerate, based in Vietnam, specializes in real estate and retail and offers services in healthcare and hospitality.
- LED screens and digital displays are transforming the advertising landscape in retail. These technologies empower brands to craft interactive ads, capturing consumer attention and fostering deeper engagement.
- Advanced data analytics enable more targeted advertising campaigns. Retailers can use data to understand consumer preferences and behaviors, allowing them to create personalized ads that resonate with their target audience.
Vietnam OOH And DOOH Industry Overview
The Vietnamese OOH (out-of-home) and DOOH (digital out-of-home) market is fragmented. This fragmentation is characterized by the presence of numerous local and international players who compete to capture market share. Key players in the market are adopting strategies such as partnerships, agreements, innovations, and acquisitions to enhance their service offerings and gain a sustainable competitive advantage.
- April 2024 - Unicom Marketing, a prominent event management and DOOH company operating in Malaysia, Singapore, Vietnam, and Indonesia, partnered with Location Media Xchange (LMX), the supply-side arm of Moving Walls Group. Through this collaboration, Unicom aims to integrate measurement and automation features from the LMX platform into its mobile LED truck screens.
- March 2024 - Adeffi, the premier out-of-home (OOH) advertising leader in Bangladesh, unveiled plans for a substantial service expansion into India, Nepal, Thailand, and Vietnam. This strategic leap aims to redefine how businesses in these nations engage with OOH advertising, offering them an influential regional branding avenue.
Vietnam OOH And DOOH Market Leaders
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JCDecaux SA
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APG|SGA SA
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OOH Media Corporation
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NSG Ads Vietnam
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Ströer SE & Co. KGaA
*Disclaimer: Major Players sorted in no particular order
Vietnam OOH And DOOH Market News
- August 2023 - LG Electronics (LG) unveiled its latest global campaign, "Life's Good." The campaign marks a significant step in LG's efforts to revamp its brand image, infusing it with a more dynamic and youthful essence. As part of the campaign, LG launched digital out-of-home (OOH) ads in prominent global locations, such as Dubai, London, New York, Vietnam, and Seoul. These ads, comprising vibrant images and engaging videos, are thoughtfully designed to highlight LG's refreshed visual direction.
- December 2023 - Unicom Marketing, an event management and DOOH company based in Kuala Lumpur and operating in Malaysia, Singapore, Vietnam, and Indonesia, teamed up with Location Media Xchange (LMX), the supply-side division of Moving Walls Group. This collaboration entails Unicom leveraging the LMX platform to enhance measurement and automation for its mobile LED truck screens.
Vietnam OOH And DOOH Market Report - Table of Contents
1. INTRODUCTION
1.1 Study Assumptions and Market Definitions
1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET INSIGHTS
4.1 Market Overview and Consumer Behavior Preference
4.2 Market Size Estimates and Forecasts for 2022-2029
4.3 Industry Attractiveness - Porter's Five Forces Analysis
4.3.1 Bargaining Power of Suppliers
4.3.2 Bargaining Power of Buyers
4.3.3 Threat of New Entrants
4.3.4 Threat of Substitutes
4.3.5 Intensity of Competitive Rivalry
4.4 Industry Ecosystem Analysis
5. MARKET DYNAMICS
5.1 Market Drivers
5.1.1 Ongoing Shift Toward Digital Advertising Aided By Increased Spending On Smart City Projects
5.1.2 Increase in Air Traffic Owing to Growth in Tourism Industry has Aided the Spending on Airport Advertisement in Vietnam
5.2 Market Restraints
5.2.1 Operational Challenges Related to Measurement of Advertising Effectiveness, Cost, and Market Fragmentation
5.3 Market Opportunities
5.4 Industry Regulatory Landscape and Policy Developments
5.5 Key Technological Innovations
5.5.1 Innovations to Assess Audience Measurement and Analytics
5.5.2 Indication on Available Units (Spaces) in the Country**
5.5.3 Likeliness of Audience Engagement Through Online Channels After Being Exposed to OOH Ads**
5.5.4 Use of Digital Signage Screens for Advertisement in the Region
5.6 Key Case Studies of OOH and DOOH Advertisement Campaigns in the Country
5.7 Overall Positioning of OOH and DOOH Spending Among Other Advertisement Formats in the Country
6. MARKET SEGMENTATION
6.1 By Type
6.1.1 Static (Traditional) OOH
6.1.2 Digital OOH (LED Screens)
6.1.2.1 Programmatic OOH
6.1.2.2 Others
6.2 By Application
6.2.1 Billboard
6.2.2 Transportation (Transit)
6.2.2.1 Airports
6.2.2.2 Others (Buses, etc.)
6.2.3 Street Furniture
6.2.4 Other Place-Based Media
6.3 By End-user Industry
6.3.1 Automotive
6.3.2 Retail and Consumer Goods
6.3.3 Healthcare
6.3.4 BFSI
6.3.5 Other End-user Industries
7. COMPETITIVE LANDSCAPE*
7.1 Company Profiles
7.1.1 JCDecaux SA
7.1.2 Apg Sga
7.1.3 OOH Media Corporation
7.1.4 Ströer SE & Co. KGaA
7.1.5 Lamar Media Corp.
7.1.6 Golden Communications Group
7.1.7 DatvietVAC Group Holdings
7.1.8 Goldsun Media Group
7.1.9 NSG Ads Vietnam
7.1.10 Vietnam Outdoor Advertising JSC
- *List Not Exhaustive
8. MARKET OPPORTUNITIES AND FUTURE TRENDS
Vietnam OOH And DOOH Industry Segmentation
Out-of-home (OOH) advertising refers to promotions encountered beyond the confines of one's residence. This encompasses billboards, wallscapes, and posters that catch the eye of passersby. Additionally, it encompasses place-based media visible in locales like convenience stores, medical centers, and salons. On the other hand, digital-out-of-home advertising, tailored for commercial objectives, predominantly finds its place in public settings, often leveraging screens and interactive digital tools.
The Vietnamese OOH and DOOH market is segmented by type (static OOH [traditional] and digital OOH [programmatic OOH and others]), application (billboard, transportation [airports and others (buses, etc.)], street furniture, and other place-based media), and end-user industry (automotive, retail and consumer goods, healthcare, BFSI, and other end-user industries). The market sizes and forecasts are provided in terms of value (USD) for the above segments.
| By Type | ||||
| Static (Traditional) OOH | ||||
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| By Application | ||||
| Billboard | ||||
| ||||
| Street Furniture | ||||
| Other Place-Based Media |
| By End-user Industry | |
| Automotive | |
| Retail and Consumer Goods | |
| Healthcare | |
| BFSI | |
| Other End-user Industries |
Vietnam OOH And DOOH Market Research FAQs
How big is the Vietnam OOH And DOOH Market?
The Vietnam OOH And DOOH Market size is expected to reach USD 118.5 million in 2024 and grow at a CAGR of 1.18% to reach USD 130.60 million by 2029.
What is the current Vietnam OOH And DOOH Market size?
In 2024, the Vietnam OOH And DOOH Market size is expected to reach USD 118.5 million.
Who are the key players in Vietnam OOH And DOOH Market?
JCDecaux SA, APG|SGA SA, OOH Media Corporation, NSG Ads Vietnam and Ströer SE & Co. KGaA are the major companies operating in the Vietnam OOH And DOOH Market.
What years does this Vietnam OOH And DOOH Market cover, and what was the market size in 2023?
In 2023, the Vietnam OOH And DOOH Market size was estimated at USD 117.10 million. The report covers the Vietnam OOH And DOOH Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Vietnam OOH And DOOH Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
Vietnam OOH And DOOH Industry Report
Statistics for the 2024 Vietnam OOH And DOOH market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Vietnam OOH And DOOH analysis includes a market forecast outlook for 2024 to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
