Japanese mobile operator NTT Docomo announced plans to enter the outdoor advertising market in Vietnam through a joint venture named Vie BOARD, scheduled for establishment in August. The partnership will see Vietnamese multimedia company DatVietVAC holding a 51% stake, with Docomo owning the remaining 49%.
Digital outdoor advertising, encompassing screens in urban centers and digital signs in commercial hubs, stations, and airports, is a smaller market in Vietnam compared to Japan. However, it is projected to grow, starting with Ho Chi Minh City, the country’s largest metropolis.
Docomo plans to utilize its in-house Global Positioning System (GPS) technology to measure advertisement views and earn data usage fees from Vie BOARD. By leveraging DatVietVAC’s extensive network of advertisers and media owners, Docomo aims to establish robust sales channels.
This venture marks Docomo’s first entry into overseas digital outdoor advertising. The company intends to use its data analysis expertise to explore expansion opportunities across other Southeast Asian nations.
In Japan, Docomo has already made strides in digital signage through its 2019 joint venture, Live Board, with advertising giant Dentsu. This experience will be pivotal as Docomo navigates the new market in Vietnam, aiming to replicate and expand its successful model in the region.
