Activate HCMC DOOH on AdQuick across 5,500+ digital screens -- District 1, Nguyen Hue Boulevard, Bitexco/Landmark 81 adjacency, SGN airport, and the new Metro Line 1. Tet windows lift Nguyen Hue spectacular CPMs to VND 1.2M+ (vs. VND 200K programmatic); test campaigns from VND 50M on DSPs.
Cost benchmarks, venue networks, DSPs and SSPs, creative specs, regulations, and measurement — the 2026 AdQuick guide to buying DOOH in Vietnam's economic capital.
Digital Out-of-Home Advertising in Ho Chi Minh City (Saigon)
5,000–9,000 digital screens across District 1, Thủ Đức City, Tân Sơn Nhất Airport, HCMC Metro Line 1, and HCMC's premium mall and office-tower networks. Urban CPMs run 100,000–280,000 VND ($4–$11 USD); programmatic test campaigns from 35M VND (~$1,400 USD).
From Nguyễn Huệ flagship LEDs to Chicilon office towers, HCMC DOOH organises into four working layers planners buy against.
Nguyễn Huệ Walking Street, Đồng Khởi, Lê Lợi, Hàm Nghi, Bến Thành Market corner, Saigon Opera House, Landmark 81 — premium LED spectaculars for launches, luxury, tourism, and Tết flagship flights.
Tân Sơn Nhất International Airport (SGN), HCMC Metro Line 1 (Bến Thành – Suối Tiên, opened December 2024), and bus shelter digital across District 1 and Phú Mỹ Hưng.
Urban digital bulletins along Điện Biên Phủ, Cách Mạng Tháng Tám, Nguyễn Thị Minh Khai, Nam Kỳ Khởi Nghĩa, Hai Bà Trưng — built for HCMC's 9M+ motorbike commuter sightlines.
Chicilon Media office and elevator networks, mall digital (Vincom, Takashimaya, Crescent, Landmark 81), gyms (California Fitness, Elite, Fit24), forecourts, and CGV / Lotte / BHD Star / Galaxy cinema.
The city's official name is Ho Chi Minh City (Thành phố Hồ Chí Minh / TP. HCM), renamed in 1976. The older name Saigon (Sài Gòn) remains in very heavy colloquial and commercial use — particularly for District 1 and the historic urban core, where hotel names, retail brands, restaurants, and everyday conversation still say Saigon. DOOH advertisers work in both: official documentation, government permits, and media buys reference TP. HCM or Ho Chi Minh City; creative targeting the local consumer market — especially premium lifestyle, tourism, food and beverage, and fashion — often says Saigon.
Inventory coverage on this page refers to greater HCMC including the newly consolidated Thủ Đức City (formed in 2021 by merging Districts 2, 9, and Thủ Đức) and, where relevant, the commuter belt that feeds daily into the urban core.
HCMC DOOH is priced CPM-first for programmatic activations and a blend of CPM plus share-of-voice for direct buys with local media owners. Rates are quoted in Vietnamese Dong (VND / đ) for local buyers and commonly in USD for international planners (USD 1 ≈ 25,000–26,000 VND).
| Venue Type | Example Inventory | 2026 CPM (VND) | CPM (USD) | Best For |
|---|---|---|---|---|
| Urban digital bulletins / street LED | Nguyễn Huệ Walking Street, Đồng Khởi, Lê Lợi, Hàm Nghi, Võ Văn Tần, Nguyễn Thị Minh Khai | 100,000–280,000 | $4–$11 | Mass reach, retail, entertainment, motorbike commuter |
| Premium LED / large-format spectaculars | Nguyễn Huệ flagship LEDs, Landmark 81 adjacency, Ben Thanh Market corner, Saigon Opera House area | 180,000–480,000 | $7–$19 | Launches, luxury, tourism, landmark takeovers |
| Airport DOOH — Tân Sơn Nhất (SGN) | Terminal 1 domestic, Terminal 2 international arrivals/departures, gates, baggage | 500,000–1,250,000 | $20–$50 | Inbound international, premium CPG, travel retail, tourism |
| HCMC Metro Line 1 (Bến Thành – Suối Tiên) | Platform screens, mezzanines, select rolling stock (opened December 2024) | 80,000–220,000 | $3–$9 | Commuter frequency, young professionals, tech cluster |
| Shopping centre digital | Vincom Center Đồng Khởi, Saigon Centre Takashimaya, Diamond Plaza, Landmark 81, Crescent Mall (D7), Vincom Mega Mall Thảo Điền, SC VivoCity, Estella Place, Aeon Tân Phú Celadon | 150,000–400,000 | $6–$16 | Shopper marketing, retail, QSR, cinema tie-ins |
| Office tower / elevator networks | Bitexco Financial Tower, Saigon Centre, Sun Wah, Vietcombank Tower, Deutsches Haus, Landmark 81 offices, Thủ Đức / Saigon Hi-Tech Park towers | 180,000–520,000 | $7–$20 | B2B, tech, financial services, SaaS, enterprise |
| Gym / fitness club screens | California Fitness & Yoga, Elite Fitness, Fit24, Curves | 120,000–320,000 | $5–$13 | Wellness, CPG, pharma OTC |
| Forecourt / convenience | Petrolimex, PVOil, Shell Vietnam | 80,000–200,000 | $3–$8 | Auto, CPG, beverage, motorbike-commuter |
| Street furniture / bus shelter digital | Central HCMC and Phú Mỹ Hưng | 100,000–280,000 | $4–$11 | Pedestrian, hyperlocal |
| Cinema | CGV Vietnam, Lotte Cinema, BHD Star, Galaxy Cinema | 280,000–650,000 | $11–$26 | Younger audiences, entertainment, Tết blockbuster windows |
| Programmatic open exchange (blended) | Multi-venue across HCMC | 60,000–180,000 | $2–$7 | Scale, always-on, test campaigns |
Standard DOOH levers apply — venue dwell time, audience specificity, dayparting, creative format, programmatic vs. direct model. Six HCMC-specific factors worth budgeting around:
Three worked budgets, in VND (USD reference), for brands testing into or scaling DOOH across Ho Chi Minh City.
≈ $1,400–$3,000 USD. Single-DSP, single venue type, 30 days.
≈ $20,000–$50,000 USD. Multi-venue programmatic + one direct deal, multi-district, 90 days.
≈ $100,000–$480,000+ USD. Blended direct + programmatic, always-on or event-windowed (Tết Nguyên Đán, Reunification Day / April 30, National Day / September 2, Mid-Autumn Festival, Christmas/New Year, V-League football, SEA Games).
DOOH in HCMC is organised by venue environment. Here's the working breakdown planners use.
Tân Sơn Nhất International Airport, operated by Airports Corporation of Vietnam (ACV), is Vietnam's busiest airport, handling ~41M+ passengers in recent years across domestic (Terminal 1) and international (Terminal 2) operations. DOOH coverage includes arrivals, departures, gate corridors, baggage claim, and duty-free retail zones. Typical dwell is meaningfully longer than other HCMC venues — CPMs run 500K–1.25M VND ($20–$50) with high-value audiences: inbound Asian, US, and European business and leisure travellers plus Vietnamese international travellers. The new Long Thành International Airport (Đồng Nai Province) is under construction and scheduled to begin phased opening in 2026–2027, eventually taking over most international traffic. Best for hotels, premium CPG, travel retail, financial services, tourism boards, duty-free-friendly luxury brands, and Asian consumer goods.
The HCMC Metro Line 1 opened in December 2024, stretching ~19.7 km from Bến Thành (District 1) through Ba Son, Văn Thánh, Tân Cảng, Thảo Điền, An Phú, Rạch Chiếc, Phước Long, Bình Thái, Thủ Đức, Khu Công Nghệ Cao (Saigon Hi-Tech Park), Đại Học Quốc Gia (Vietnam National University), and terminating at Suối Tiên — 14 stations running from the historic heart of Saigon directly to Thủ Đức City's tech cluster. Digital advertising on platform screens, station mezzanines, and select rolling stock is a brand-new Vietnamese DOOH inventory category. Additional lines (Line 2: Bến Thành – Tham Lương, and further planned lines) are under construction.
HCMC retail concentrates upper-middle-class and expat footfall in a handful of large centres. CPMs run 150K–400K VND ($6–$16) depending on tier and footfall.
Vietnamese office-tower and elevator DOOH is dominated by Chicilon Media, the country's largest office-building screen operator, with networks across hundreds of Class-A office towers in HCMC, Hanoi, and secondary cities. Goldsun Media and other operators compete on select networks. Key office-tower clusters in HCMC:
Chicilon office-tower inventory delivers concentrated B2B audiences — executives, professionals, expats — uniquely suited to B2B SaaS, fintech, legaltech, recruitment, banking, insurance, premium automotive, business-class airlines, and premium consumer brands.
Digital street furniture in HCMC is less built out than in Singapore or Bangkok, but digital bus-shelter and roadside panel inventory is expanding. Major Vietnamese operators — Goldsun Media, Đất Việt VAC (Dat Viet Communications Corporation), Vision Media, Chicilon Media (on roadside digital), and smaller regional players — split the inventory. Key deployments cluster along Hai Bà Trưng, Nam Kỳ Khởi Nghĩa, Điện Biên Phủ, Nguyễn Thị Minh Khai, and Cách Mạng Tháng Tám.
California Fitness & Yoga, Elite Fitness, Fit24, Curves fitness chains; Petrolimex, PVOil, Shell Vietnam forecourts; CGV Vietnam, Lotte Cinema, BHD Star, Galaxy Cinema chains; and bar/restaurant digital networks in Thảo Điền, Phú Mỹ Hưng, and District 1. Best activated via programmatic aggregation rather than individual direct deals.
Programmatic DOOH in Vietnam is in an active growth phase — global DSPs and SSPs are progressively integrating Vietnamese supply, driven by international brand spend into Southeast Asia's fastest-growing major economy (Vietnam has maintained ~6–7% GDP growth in recent years). Local ad-tech infrastructure is building out alongside.
Buyers activate through a demand-side platform (DSP), which bids into a supply-side platform (SSP) connected to venue owners' ad servers and out-of-home management systems (OMS). When a bid wins, the creative plays in a defined slot inside the venue's loop — typically 7.5-, 8-, 10-, or 15-second slots in a 60- or 64-second loop. The entire transaction happens in milliseconds.
DSP and marketplace that transacts programmatically across every major SSP and aggregates direct media-owner inventory from Vietnamese operators (Chicilon Media, Goldsun Media, Đất Việt VAC, Vision Media, JCDecaux Vietnam, airport concessionaires, HCMC Metro concessions, mall operators) in a single unified plan.
Global pDOOH DSP with active APAC / Southeast Asia coverage.
DSP side of the Broadsign ecosystem, active in Vietnamese signage.
JCDecaux-aligned global DSP, relevant for JCDecaux Vietnam inventory exposure.
Omnichannel DSP with DOOH module.
Enterprise DSP with Southeast Asia presence.
Large enterprise programmatic buyer.
DSP with self-serve options.
Multi-market programmatic DOOH with Vietnam-specific coverage.
Broadsign's SSP, broad coverage across Vietnamese signage networks.
Programmatic exchange with APAC inventory.
JCDecaux's SSP — JCDecaux Vietnam exposure.
Strong Southeast Asia presence and Vietnamese integration (Hivestack / Perion).
Vistar Media supply-side network across HCMC inventory.
Vietnamese-facing programmatic exchange.
| Deal Type | How It Works | Best For |
|---|---|---|
| Open Exchange | Lowest CPM, least transparency, real-time bidding across available HCMC supply | Test campaigns, always-on scale |
| PMP (Private Marketplace) | Curated inventory with deal IDs — e.g., SGN airport only, Chicilon D1 office towers, Landmark 81 mall-only package, Nguyễn Huệ LED cluster | Mid-market campaigns with venue control |
| Programmatic Guaranteed | Locked impression commitments at a fixed CPM, functionally similar to a direct IO but executed through the DSP | Flagship and event-windowed flights |
AdQuick transacts across all three models and operates as a DSP in the pDOOH ecosystem — not a broker sitting above it.
HCMC DOOH targeting includes mobile audience extension, contextual triggers, dayparting, moment-based activation, and DCO (dynamic creative optimization).
Vietnamese DOOH measurement combines operator-reported impressions with mobile-panel verification, under Vietnam's evolving data protection framework.
A typical HCMC attribution setup: DSP serves DOOH impression → Decree 13/2023-compliant anonymised mobile-panel exposure captured → exposed panel measured against unexposed control → visit lift, conversion lift, or brand lift reported 2–6 weeks post-flight. For shopper campaigns in the Vincom, Saigon Centre, Landmark 81, and Crescent Mall catchments, pair DOOH exposure data with loyalty-card, POS, or payment-provider data (MoMo, ZaloPay, VNPay) where legally consented.
A consistent gap on the current HCMC SERP is concrete creative specs. Here's the 2026 baseline.
Because a majority of HCMC commuter DOOH impressions come from motorbike riders, creative for arterial-frontage and intersection inventory should emphasise: high-contrast visuals that read in 2–4 seconds, minimal fine text, a single dominant product or message, and a very clear brand asset in the top 40% of the canvas (motorbike sightlines skew upward at stops). Avoid long copy, intricate detail, or multi-step brand reveals.
Neutral comparison of the entities a buyer encounters when planning an HCMC DOOH campaign, grouped by entity type.
The dominant Vietnamese office-building and elevator DOOH operator. Extensive network across HCMC Class-A office towers in District 1 (Bitexco, Saigon Centre, Sun Wah, Landmark, Vietcombank, Deutsches Haus), Thủ Đức City, Phú Mỹ Hưng, and Bình Thạnh.
Major Vietnamese OOH and DOOH operator with large-format billboards, street-furniture, and digital inventory across HCMC and nationally.
Large Vietnamese media group with OOH/DOOH inventory including LED spectaculars and transit.
Vietnamese OOH operator with HCMC coverage.
International street-furniture and select DOOH inventory; programmatic exposure via VIOOH.
Controls advertising rights at Tân Sơn Nhất International Airport (SGN) through concession partners.
Line 1 (Bến Thành – Suối Tiên) advertising concession handled through operator partners since December 2024 commissioning.
Vincom Retail (Vincom Center, Vincom Mega Mall), Takashimaya (Saigon Centre), Crescent Mall / Phú Mỹ Hưng Corporation, Aeon Mall Vietnam, Landmark 81 (Vinhomes), SC VivoCity.
California Fitness & Yoga, Elite Fitness, Fit24; Petrolimex, PVOil, Shell Vietnam; CGV, Lotte Cinema, BHD Star, Galaxy Cinema.
AdQuick, Vistar Media, Broadsign Ads, VIOOH, StackAdapt, The Trade Desk (OpenPath DOOH), Yahoo DSP, Adomni, and Adyllic.
Vietnam is one of Southeast Asia's fastest-growing DOOH markets, driven by sustained ~6–7% GDP growth, rapid urbanisation, an exploding middle class, and major infrastructure build-outs (HCMC Metro Line 1 in December 2024, Long Thành International Airport progressively through 2026–2027). HCMC dominates national DOOH by volume and premium, followed by Hà Nội (Hanoi), Đà Nẵng, Hải Phòng, and Cần Thơ. DOOH penetration is accelerating as Vietnamese and multinational brands scale digital advertising spend into Vietnam — particularly in CPG, automotive, financial services, telcos (Viettel, VNPT, MobiFone), e-commerce (Shopee, Lazada, Tiki), tech/fintech (MoMo, ZaloPay, VNPay), and tourism.
AdQuick is a DSP and marketplace that transacts programmatically across every major SSP and aggregates direct media-owner inventory from Vietnamese operators — Chicilon Media, Goldsun Media, Đất Việt VAC, Vision Media, JCDecaux Vietnam, Tân Sơn Nhất Airport concessionaires, HCMC Metro Line 1 concessions, mall operators (Vincom, Takashimaya, Crescent, Aeon, Landmark 81), and place-based networks — in a single unified plan, with native mapping, creative delivery, and measurement. That dual capability matters specifically in HCMC because Vietnamese DOOH is operator-fragmented (Chicilon dominates office buildings, but billboards, transit, malls, and airport sit across different operators) and programmatic is still scaling — running all of it through one DSP + marketplace is meaningfully faster than stitching together five or six separate insertion orders plus global SSPs, especially for international planners without on-the-ground Vietnamese agency relationships.
Where an HCMC DOOH plan should concentrate impressions, by audience and use case.
HCMC DOOH operates under a Vietnam-specific regulatory stack.
Law No. 16/2012/QH13 — the national advertising law, passed 2012 and effective 2013, governs all advertising including DOOH. Amendments have updated content and format requirements, with further modernisation proposed in recent legislative cycles. Outdoor advertising requires permits from local authorities (the HCMC People's Committee and district-level Department of Culture, Sports and Tourism / Sở Văn hóa – Thể thao).
Effective July 2023, Vietnam's first comprehensive personal data protection framework. Establishes consent, lawful basis, data-subject rights, cross-border transfer requirements, and breach notification. DOOH screens themselves do not collect personal data, but mobile audience-extension tactics using device IDs or location data must have lawful basis, transparency, and contractual safeguards under Decree 13.
Three activation paths, ranked by speed and control.
Contract directly with media owners — Chicilon Media (office towers), Goldsun Media, Đất Việt VAC, Vision Media, JCDecaux Vietnam, Tân Sơn Nhất Airport concessionaires, HCMC Metro Line 1 concessions, mall operators (Vincom, Takashimaya, Crescent, Aeon, Landmark 81) — for premium inventory, custom creative treatments, and guaranteed impressions. Typical lead time: 3–8 weeks (longer than Western markets given content pre-approval). Best for Nguyễn Huệ spectaculars, Tân Sơn Nhất airport takeovers, Tết flagship flights, and launch moments where you need locked placements.
Activate through AdQuick, Vistar Media, Broadsign Ads, VIOOH, StackAdapt, The Trade Desk, Yahoo DSP, Adomni, or Adyllic. Typical lead time: 1–3 weeks (account for Vietnamese creative pre-approval on regulated categories). Best for always-on, test-and-scale, multi-venue blends, and data-driven targeting.
Run direct buys and programmatic in a single plan, with native mapping of HCMC and Thủ Đức City inventory, transparent CPMs in VND or USD, creative delivery across every venue, and attribution rolled up across the whole flight under Decree 13/2023-compliant measurement partners. Typical lead time: 1–3 weeks. Best for international planners who want the reach of direct Chicilon, Goldsun, Đất Việt, JCDecaux Vietnam, and airport inventory and the flexibility of programmatic without negotiating across five or six Vietnamese operators separately, or for Vietnamese agencies consolidating international-brand flights.
Common questions about cost, formats, programmatic, measurement, regulations, and how to get a campaign live across HCMC and Thủ Đức City.
AdQuick is the DOOH DSP and marketplace that unifies programmatic buying across every major SSP (Vistar, Hivestack SSP, Place Exchange, Broadsign Reach, VIOOH) with direct media-owner inventory across central Ho Chi Minh City — District 1 (Nguyễn Huệ, Đồng Khởi, Lê Lợi, Hàm Nghi, Bến Thành), Districts 3, 4, 5 (Chợ Lớn), 7 (Phú Mỹ Hưng), and 10; Bình Thạnh (Landmark 81, Vinhomes Central Park); Tân Bình (airport-adjacent); Phú Nhuận and Gò Vấp; and the newly consolidated Thủ Đức City — including Tân Sơn Nhất International Airport (SGN), HCMC Metro Line 1, Chicilon Media office and elevator networks, Goldsun Media and Đất Việt VAC large-format inventory, JCDecaux Vietnam street furniture, shopping centres, plus gyms, forecourts, cinemas, and retail media.
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