OUTDOOR ADVERTISING IN VIETNAM

Free to use version

B&Company Vietnam
2015, November

COPYRIGHT © 2016 B&COMPANY. ALL-RIGHTS RESERVED.

About this report

• This report is published for free to all readers.

• The goal of this report is understanding about recognition and evaluation of outdoor advertising by Vietnamese
people.
• By using online survey method, the limited sampling cannot represent the whole population of Vietnam. However,
we have minimized the issues by cross analyzing using only some demographic factors that fit with the real
population.
• This report and all materials directly related to it are properties of B&Company. All rights reserved. No parts of this
report may be reproduced or transmitted in any form or by any means without the prior written permission.
• Should you wish to use this report for any purposes, please kindly contact B&Company through the following given
email address for further reference about the terms of use: info@b-company.jp

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COPYRIGHT © 2016 B&COMPANY. ALL-RIGHTS RESERVED.
Key Findings
Outdoor advertising is becoming more frequently seen by people and creating more positive impression, especially
roadside billboard

Content Key Finding

1 Frequency of seeing outdoor • Compared to 1 year ago, people tend to see outdoor advertising
advertising more often, especially those who travel by bus
• Roadside billboard is the most frequently seen type of outdoor
advertising

2 Comment of outdoor advertising Roadside billboard is considered most effective, advertising on

buildings has the best design, and advertising on bus is most creative

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Table of Content

1. Survey Overview

2. Survey Results

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1. Survey Overview
Survey summary
Conducted by online survey, this report helps understanding Vietnamese’ recognition and attitude towards outdoor advertising

Topic Vietnam outdoor advertising

Objective Understand Vietnamese comprehension and their judgement about recent
outdoor advetising types
Sample • 1,155 respondents
• People who have seen outdoor advertising within 1 month
Research methodology Online survey

Timeline Sept 29th, 2015 to Nov 9th, 2015

Questionnaires 12 questions, in which

• 3 main questions related to the topic to understand about:
o The frequency of seeing outdoor advertising types
o The judgement of every outdoor advertising types
• 9 questions related to respondents information

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Respondent Profile (%)

Most respondents are under 30 and have education level of University or higher

100% = 1,155 respondents 1,155 1,155 1,155

5 Post-graduate
17 30 or older
33 Others

49 Male
26 25 - 29
66 University

31 HCM

44 20 - 24

51 Female
Hanoi 19 College
36

13 < 20 9 High school

1 Under High school
Location Gender Age Education
Source: Beansurvey
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Respondent Profile (%)

45% of respondents are office workers. Most respondents use motorbikes as their frequent transportation method

100% = 1,155 respondents 1,155 1,155 1,155

5 15 or higher 8 Others
7 10 - <15 18 25 or higher
24 Others 6 Bicycle
10 Bus
10 20 - <25
32 5 -< 10

17 15 - <20
31 Student

23 3 - <5 25 10 - <15
76 Motorbike

45 Office worker 21 <3 21 5 -< 10

12 No income 9 <5

Occupation Personal Income Household Income Most used

(MVND/month) (MVND/month) Transportation
Source: Beansurvey
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2. Survey Results
Frequency of Seeing Outdoor Advertising Compared to Last Year (%)
In general, about 70% of respondents see outdoor advertising more frequently than last year. The rate seems to be
higher for females than males

Location Gender

100% = 1,155 respondents 417 355 383 563 592

27 26 28 28 25
29 Much more

44
45 46 45 43
45 More

13 15
15 18 15 16 Same as before
11 10
10 8 9
9 Less
3 2 3 4 5 Much less
1
Total HN HCM Others Male Female

Q4: Compared to 1 year ago, how frequently do you see outdoor advertising? (SA)
Source: Beansurvey 7
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Frequency of Seeing Outdoor Advertising Compared to Last Year (%)
(Analyzed by most frequent methods of transportation)
People traveling by bus tend to see outdoor advertising more frequently compared last year

100% = 1,155 respondents 873 119 71 92

27 27 24 25
35 Much more

45 44 46
55 36 More

11 Same as before
15 16 15
14
16 Less
10 9 13
4 6
3 1 0 2 Much less
Total Motorbike Bus Bicycle Others

Q4: Compared to 1 year ago, how frequently do you see outdoor advertising? (SA)
Source: Beansurvey 8
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 Frequency of Seeing Outdoor Advertising by Type (%)

Roadside billboards are seen most frequently, with 84% of respondents see everyday

100% = 1,155 respondents

Roadside billboard 84 9 3 2 11

Advertising on buildings 62 23 7 3 2 3

Electronic billboard 57 19 9 6 3 6

Advertising on bus 57 20 7 6 2 7

Bus station advertising 56 22 8 5 2 6

Advertising at store 44 25 14 9 5 4

Advertising in wet market 38 22 15 9 4 13

Poster at supermarkets 37 24 16 13 5 5

Electronic sign 36 21 13 10 5 17

Poster at shopping streets 33 23 15 15 5 9

TV screen in elevators 27 18 14 13 7 21

Poster at elevators 25 18 15 16 7 18
Daily Several times Once per Several times Once Less frequent
per week week per month per or never
Q6: How frequently do you see outdoor advertising of each of the following types? (SA) month
Source: Beansurvey 9
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 Comment on Outdoor Advertising (%)

Roadside billboard is considered most effective, advertising on buildings has the best design, and advertising on bus is
most creative
Effective Good design Creative
100% = 1,155 respondents 1,155 1,155
Roadside billboard 45 23 12

Bus station advertising 31 26 19

Advertising in wet market 30 19 14

Advertising at store 30 15 13

Poster at supermarkets 27 20 12

Advertising on bus 26 23 26

Poster at shopping streets 26 19 12

Electronic billboard 24 24 20

Electronic sign 24 26 23

Advertising on buildings 24 30 24

Poster at elevators 22 21 19

TV screen in elevators 21 20 20
Q7: What is the comment you mostly agree with for each of the following advertising types? (SA)
Source: Beansurvey 10
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 Comment on Outdoor Advertising (%)

While advertising in wet market is considered most informative, advertising at store is most helpful and reliable, and
electronic billboard is seen as most attractive
Informative Helpful Attractive Reliable
100% = 1,155 respondents 1,155 1,155 1,155
Advertising in wet market 13 14 5 4

Poster at elevators 12 13 10 3

Poster at shopping streets 12 13 12 7

TV screen in elevators 11 12 12 4

Poster at supermarkets 11 14 9 8

Advertising at store 10 14 7 10

Bus station advertising 10 11 3 1

Roadside billboard 10 8 3 1

Electronic billboard 7 8 15 2

Advertising on bus 7 11 5 2

Advertising on buildings 6 6 6 4

Electronic sign 6 9 11 2
Q7: What is the comment you mostly agree with for each of the following advertising types? (SA)
Source: Beansurvey 11
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COMPANY INTRODUCTION

B&Company Vietnam
Company Overview
Originated from Japan with local offices in 2 big cities of Vietnam, B&Company promises to provide top-
quality solutions for your business with our deep local understanding

Vietnam Office – Hanoi & HCMC Japan Office – Tokyo

• Established year: 2008 • Established year: 1997
• Service focus: • Service focus:
 Market Research  Strategic Consulting
 Market Entry Consulting  Financial Consulting
 Venture Investment & Advisory
• Qualifications & partnerships:  Foreign Business (ASEAN) Consulting

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Service Menu
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