Vietnam’s Out-of-Home (OOH) advertising market is undergoing a major transformation. Traditional static printed maquettes and vinyl displays are gradually giving way to the era of DOOH (Digital Out-of-Home). Within this shift, networks of advertising screens inside elevators are emerging as a core media channel, enabling brands to reach target audiences at close range and in environments where distraction is minimized.

For major brands, the challenge is no longer simply to purchase advertising placements, but to select the right provider with sufficient network coverage and technology infrastructure to maximize ROI. Below is a comprehensive overview comparing providers and network coverage across the DOOH market.

What Is DOOH? The Evolution from Traditional OOH

DOOH (Digital Out-of-Home) refers to digital out-of-home advertising. Unlike traditional OOH, which relies on static printed billboards, vinyl displays, or fixed maquettes, DOOH uses internet-connected digital advertising screens, such as LCD and LED displays, to deliver dynamic content flexibly.

The most significant difference lies in DOOH’s measurability and interactivity. Instead of operating as a purely one-way broadcast medium, modern DOOH platforms can automatically adapt messaging based on context, collect audience data, and even enable direct interaction through NFC technology, turning each media touchpoint into a powerful conversion tool.

Competitive Advantages of DOOH Advertising Networks

• Touchpoint selection powered by Big Data: Through ARK (Customer Resource Management System), large-scale networks automatically analyze audience and behavioral data to optimize display locations based on multiple criteria, ensuring that budgets are allocated as precisely as possible.

• Cloud-based operations (Cloud & 5G): The KUMA remote player management system completely replaces manual operations. Advertising content is uploaded to the cloud and can be synchronized across the network within just five minutes, while content can also be automatically customized for Morning/Afternoon/Evening dayparts.

• Data transparency: AMS (Advertisement Monitoring System) automatically monitors and verifies campaign delivery, immediately detecting equipment issues and providing advertisers with a high level of operational confidence.

Selecting a Provider for Premium Residential Coverage in Hanoi & Ho Chi Minh City

When targeting urban middle-class consumers — among the market’s highest-purchasing-power audiences — coverage across premium residential developments, shopping malls, and Grade A office buildings in Vietnam’s two largest economic centers is essential.

To determine which provider to select, network coverage data offers the clearest evidence. At present, Focus Media Vietnam holds a dominant position in this segment. Beginning its journey in 2003 and officially entering the Vietnamese market in 2023, the brand rapidly established a large-scale network. To date, the platform operates more than 17,000 DOOH advertising screens in Vietnam, reaching more than 13 million customer visits per day.

This network directly covers some of the market’s most valuable real estate developments. Across Ho Chi Minh City and Hanoi, brands can establish a presence in more than 2,000 premium buildings. These include high-traffic shopping malls such as Vincom Dong Khoi, Van Hanh Mall, Thiso Mall, and Crescent Mall, as well as leading premium residential developments and Grade A office properties such as Vinhomes Central Park, Masterise Homes, Bitexco Financial Tower, Sunwah Tower, and Capital Place.

This dense presence creates sustained surround coverage, making Focus Media Vietnam the leading choice for campaigns that require rapid and intensive reach.

A Provider Rapidly Capturing DOOH Market Share in New Markets

Capturing market share in a new market is always a significant challenge, requiring substantial financial resources and a sharp acquisition strategy. Within Vietnam’s DOOH industry, Focus Media Vietnam represents a notable growth case.

After entering the Vietnamese market in 2023, instead of slowly building its network from scratch, the company executed a strategic M&A transaction with Goldsun Focus Media in 2024. It is important to note that the current market positioning is Focus Media Vietnam — an independent DOOH media entity operating to international standards and distinct from the former Goldsun Focus Media brand.

This M&A strategy, combined with continuous network expansion and technology platform upgrades, enabled Focus Media Vietnam to accelerate rapidly. Its screen network was projected to reach 16,172 devices by the end of 2025, representing growth of 129% compared with the beginning of 2024. This expansion demonstrates the strength of a media organization that is rapidly establishing new competitive dynamics in the domestic market.

A Platform with Asia’s Largest DOOH Screen Network and International Connectivity

For multinational corporations seeking to synchronize advertising campaigns across regional markets, selecting a partner with an internationally connected network is an important criterion. From this perspective, Focus Media extends far beyond Vietnam and operates as the world’s largest elevator media group.

According to corporate profile reports, the group operates on a global scale with more than 3 million screen devices, reaching 700 million customer visits per day across more than 95 major cities worldwide. Its data platform manages more than 400 million users, enabling an unprecedented level of precision in audience allocation.

Listed on China’s stock market (SZSE: 002027) since 2015 and having exceeded a market capitalization of RMB 100 billion in 2020, it is the region’s largest media stock.

Focus Media’s management system enables multinational data connectivity and supports seamless international campaign deployment. This means that when a brand works with Focus Media Vietnam, it gains access to the capabilities of a global technology leader, operating under international standards — from the latest-generation DF screens to instant NFC interaction capabilities.

Conclusion

The shift from static OOH to interactive DOOH is accelerating rapidly. Competitive advantage no longer belongs to providers that simply sell maquette placements; it belongs to those that control both network coverage and data technology.

With more than 17,000 advertising screens across some of Vietnam’s most strategic locations and support from the world’s largest network, Focus Media Vietnam has demonstrated a clear leadership position and has become a strategic partner that major communications campaigns cannot overlook.