Key Insights

The Vietnam Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising market, valued at $118.5 million in 2025, exhibits a steady growth trajectory, projected to expand at a Compound Annual Growth Rate (CAGR) of 1.18% from 2025 to 2033. This moderate growth reflects a maturing market, yet significant opportunities remain for expansion. Driving forces include increasing urbanization, a rising middle class with enhanced purchasing power, and the government's ongoing infrastructure development projects, particularly in major cities like Ho Chi Minh City and Hanoi. These developments create a larger audience for OOH advertisements and prime locations for DOOH installations. The rising adoption of digital technologies and the increasing sophistication of DOOH advertising formats, including interactive displays and programmatic buying capabilities, further fuels market growth. However, challenges exist, including competition from other advertising channels, such as digital and social media, and concerns about the environmental impact of large-scale OOH installations. Segmentation within the market is likely diversified, encompassing billboards, transit advertising, street furniture, and mall displays, with DOOH gradually gaining market share. Key players like JCDecaux SA, APG SGA, and Lamar Media Corp (though likely with limited direct presence in Vietnam) compete alongside local companies, reflecting a blend of international expertise and local market knowledge.

The forecast period (2025-2033) anticipates a gradual increase in market value, driven by continued urbanization and improvements in infrastructure. The consistent CAGR suggests a relatively stable growth trend, though localized economic fluctuations and government regulations could influence the pace of expansion. While precise segment breakdowns and regional data are unavailable, a reasonable assumption is that larger cities will contribute disproportionately to market growth due to their higher population density and advertising density. Furthermore, the gradual adoption of DOOH technologies is expected to drive higher spending by advertisers seeking targeted and measurable campaigns. Successful players will likely leverage data-driven strategies, dynamic content capabilities, and creative campaign development to differentiate themselves in a competitive landscape.

Vietnam OOH & DOOH Market: A Comprehensive Report (2019-2033)

This in-depth report provides a comprehensive analysis of the Vietnam Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising market, covering market dynamics, growth trends, key players, and future outlook. The study period spans from 2019 to 2033, with 2025 serving as the base and estimated year. The report offers invaluable insights for industry professionals, investors, and businesses seeking to understand and capitalize on the opportunities within this rapidly evolving sector.

Vietnam OOH And DOOH Market Market Dynamics & Structure

This section analyzes the structure and dynamics of the Vietnamese OOH and DOOH market, encompassing market concentration, technological innovation, regulatory landscape, competitive substitutes, end-user demographics, and merger & acquisition (M&A) activity. The Vietnamese OOH and DOOH market is characterized by a moderately concentrated structure, with a few major players holding significant market share. However, the presence of numerous smaller agencies creates a competitive landscape. The market size in 2024 is estimated at xx Million.

Market Concentration:

• Top 5 players hold approximately 60% market share (estimated).
• High fragmentation with numerous smaller agencies competing for market share.

Technological Innovation:

• DOOH adoption is increasing steadily, driven by technological advancements.
• Programmatic buying and data-driven targeting are gaining traction.
• Innovation barriers include high initial investment costs and technological infrastructure limitations in certain regions.

Regulatory Framework:

• Government regulations regarding advertising standards and location permissions impact market operations.
• Policies promoting digital transformation influence the growth of DOOH.

Competitive Product Substitutes:

• Digital marketing channels (social media, online advertising) pose a competitive threat.
• Traditional print media (newspapers, magazines) present a less significant alternative.

End-User Demographics:

• Growing urban population and rising disposable incomes fuel market growth.
• Young demographics (18-35) are increasingly targeted by DOOH campaigns.

M&A Trends:

• An estimated xx M&A deals occurred between 2019 and 2024 (estimated), reflecting consolidation within the sector.
• Strategic acquisitions are expected to continue as larger companies seek to expand their reach and capabilities.

Vietnam OOH And DOOH Market Growth Trends & Insights

The Vietnam OOH and DOOH market has experienced significant growth in recent years, driven by factors such as urbanization, rising disposable incomes, and increased adoption of digital technologies. This section provides a detailed analysis of market size evolution, adoption rates, technological disruptions, and consumer behavior shifts, using data from 2019 to 2024 to project market trends until 2033. The market exhibits a strong compound annual growth rate (CAGR) throughout the forecast period, demonstrating substantial growth potential.

Market Size Evolution: The market size has grown from xx Million in 2019 to an estimated xx Million in 2024, and is projected to reach xx Million by 2033. The CAGR from 2025-2033 is projected at xx%.

Adoption Rates: DOOH adoption rates are steadily increasing, driven by technological advancements, and are expected to surpass xx% market penetration by 2033.

Technological Disruptions: Programmatic DOOH buying and improved data analytics are transforming the market.

Consumer Behavior Shifts: Consumers are increasingly exposed to and interacting with digital and interactive OOH advertising formats.

Dominant Regions, Countries, or Segments in Vietnam OOH And DOOH Market

This section identifies the leading regions and segments driving market growth in Vietnam. The major cities, particularly Ho Chi Minh City and Hanoi, dominate the OOH and DOOH market due to higher population density, greater advertising budgets, and superior infrastructure.

• Key Drivers:

  • High population density in major urban centers.
  • Developed infrastructure supporting OOH and DOOH deployments.
  • Higher advertising spending by multinational and domestic companies.
  • Government initiatives promoting economic development and infrastructure upgrades.

• Dominance Factors:

  • Ho Chi Minh City and Hanoi account for approximately 70% of the total market share.
  • These cities offer high visibility locations and a large potential audience.
  • Stronger economic activity in these areas leads to higher ad spending.

• Growth Potential:

  • Tier-2 and Tier-3 cities present emerging opportunities for market expansion.
  • Growing tourism and foreign investment could boost market size.
  • Continued infrastructure development will open up new advertising spaces.

Vietnam OOH And DOOH Market Product Landscape

The Vietnamese OOH and DOOH market offers a diverse range of products, encompassing traditional billboards, digital screens, transit advertising, and other innovative formats. Product innovation is driven by technological advancements in digital display technology, software, and data analytics. Unique selling propositions focus on improved targeting, measurement, and engagement capabilities through interactive elements and data-driven optimization. Technological advancements include the integration of AI and machine learning to enhance campaign performance and ROI.

Key Drivers, Barriers & Challenges in Vietnam OOH And DOOH Market

Key Drivers:

• Rapid urbanization and population growth in major cities.
• Increasing disposable incomes and higher consumer spending.
• Government support for infrastructure development and digital transformation.
• Rising demand for targeted and measurable advertising solutions.

Key Barriers & Challenges:

• High initial investment costs for DOOH infrastructure.
• Competition from digital channels and the need for integration strategies.
• Regulatory complexities and obtaining necessary permits for OOH installations.
• Lack of standardized measurement and reporting metrics across the industry. This results in an estimated xx Million loss in ad revenue annually (estimated).

Emerging Opportunities in Vietnam OOH And DOOH Market

Emerging opportunities exist in leveraging mobile and location-based advertising, integrating DOOH with other media channels, and creating immersive and interactive experiences for consumers. The development of data-driven targeting and analytics provides an opportunity to enhance the effectiveness of campaigns. The untapped potential of smaller cities also represents a key area for expansion.

Growth Accelerators in the Vietnam OOH And DOOH Market Industry

Long-term growth will be driven by advancements in data analytics and AI, enabling improved campaign targeting and measurement. Strategic partnerships between OOH companies and tech firms, as well as government initiatives promoting digital transformation, will further accelerate growth. Expanding into smaller cities and developing innovative advertising formats tailored to specific consumer segments will also contribute to market expansion.

Key Players Shaping the Vietnam OOH And DOOH Market Market

• JCDecaux SA
• Apg Sga
• OOH Media Corporation
• Ströer SE & Co KGaA
• Lamar Media Corp
• Golden Communications Group
• DatvietVAC Group Holdings
• Goldsun Media Group
• NSG Ads Vietnam
• Vietnam Outdoor Advertising JSC
• List Not Exhaustive

Notable Milestones in Vietnam OOH And DOOH Market Sector

• August 2023: LG Electronics launched its "Life's Good" global campaign, featuring prominent DOOH placements in Vietnam. This signifies the increasing adoption of DOOH by major international brands.
• December 2023: Unicom Marketing partnered with Location Media Xchange (LMX) to improve measurement and automation for its mobile LED truck screens in Vietnam. This highlights the growing sophistication of DOOH technologies.

In-Depth Vietnam OOH And DOOH Market Market Outlook

The future of the Vietnam OOH and DOOH market is bright, with significant growth potential fueled by ongoing urbanization, rising incomes, and technological innovation. Strategic partnerships, data-driven strategies, and expansion into underserved markets will be crucial for success. The continued adoption of programmatic advertising and advanced analytics will optimize campaign effectiveness and ROI, driving further investment and market expansion. The market is poised for substantial growth, exceeding xx Million by 2033 (estimated).

Vietnam OOH And DOOH Market Segmentation

• 1. Type
  • 1.1. Static (Traditional) OOH
  • 1.2. Digital OOH (LED Screens)
    • 1.2.1. Programmatic OOH
    • 1.2.2. Others
• 2. Application
  • 2.1. Billboard
  • 2.2. Transportation (Transit)
    • 2.2.1. Airports
    • 2.2.2. Others (Buses, etc.)
  • 2.3. Street Furniture 
  • 2.4. Other Place-Based Media
• 3. End-user Industry
  • 3.1. Automotive​
  • 3.2. Retail​ and Consumer Goods
  • 3.3. Healthcare
  • 3.4. BFSI
  • 3.5. Other End-user Industries

Vietnam OOH And DOOH Market Segmentation By Geography

• 1. Vietnam