NTT DOCOMO, INC. announced on July 19 that it has entered into an agreement with DATVIETVAC GROUP HOLDINGS (DatVietVAC), a leading Vietnamese media conglomerate, and DAT VIET OOH CORPORATION (DatVietOOH) to establish a joint venture, VIE BOARD CORPORATION (Vie BOARD). This venture aims to consolidate a digital out-of-home (DOOH) business in Vietnam. The establishment of Vie BOARD is slated for August this year, pending necessary antitrust approvals and other authorizations. A ceremonial signing event was held in Ho Chi Minh City, Vietnam to mark the agreement.
Vie BOARD will develop an impression-based DOOH advertising business, which will include media management, planning, sales, and distribution. This initiative will leverage DOCOMO’s advanced data-science technology and the pioneering DOOH media platforms of DatVietVAC and DatVietOOH, targeting high-traffic areas such as city centers, railway stations, and train cars across Vietnam.
Currently, the technology and practices for measuring ad effectiveness and visibility in DOOH advertising are not widely used in Vietnam. DOCOMO’s sophisticated data-science technology will enable the joint venture to estimate impression data, including viewer counts and demographics, within the local market. Vie BOARD will utilize these metrics to enhance DOOH media planning, advertisement placement, impact measurement, and analysis. This will improve ad effectiveness visibility, enable efficient ad delivery, and support the growth of the DOOH market in Vietnam.
Furthermore, Vie BOARD aims to explore new DOOH opportunities and promote the digitalization of impression-based DOOH advertisement placement in Vietnam. This will be supported by DatVietVAC’s sales expertise and strong relationships with local clients, advertising agencies, and location owners.
DOCOMO will contribute methods for applying measurement techniques developed in Japan and provide impression data within Vietnam. DatVietVAC and DatVietOOH will manage local DOOH operations, handle sales functions, and build relationships with clients and advertising agencies to support business expansion and development.
DOCOMO has developed technology to measure advertising effectiveness based on non-specific location data, contributing to the digital transformation of Japan’s DOOH business. The company has also created a unique technology for accurately measuring viewer counts and characteristics using international GPS data. DOCOMO is actively seeking opportunities to expand its DOOH business in international markets with significant growth potential.
Vietnam’s DOOH market is poised for significant expansion, driven by smart-city initiatives and infrastructure development, including mass-transit railways. This growth is expected to greatly enhance the DOOH market in Vietnam. Recognizing DOCOMO’s expertise in data-science technology, DatVietVAC has partnered with them to combine their strengths and further expand Vietnam’s DOOH market. This collaboration has led to the creation of Vie BOARD, which will employ data-science technology to launch its DOOH business.
Moving forward, DOCOMO, DatVietVAC, and DatVietOOH, through their joint venture Vie BOARD, will develop DOOH advertising products and services for local advertisers, fostering the adoption and effectiveness of DOOH advertising in Vietnam.
