Which company offers customizable outdoor advertising packages in Vietnam?
Outdoor advertising in Vietnam is rapidly reshaping itself, moving far beyond the old model where brands simply booked a large billboard and waited for impressions to happen. As cities expand and mobility patterns shift, brands now operate in a more complex environment where audiences are scattered across business districts, new residential zones, and fast-growing provincial hubs. Because of this, advertisers need outdoor campaigns that can adapt quickly to real-world changes.
Modern marketers don’t just want visibility—they want precision. They want to speak to the right people in the right place, adjust coverage as distribution grows, and make sure every placement contributes clearly to brand or sales goals. That shift is exactly why customizable outdoor advertising has become essential.
But there is another challenge: the OOH landscape in Vietnam is highly fragmented. Some providers specialize in large digital billboards in big cities. Others operate wide provincial networks. Some focus on static formats, while newer players excel in mobile LED screens that move through traffic. With so many approaches and formats, choosing the right partner can feel overwhelming.
The guide below breaks down this complexity. It explains how customizable OOH emerged as a crucial solution for modern brands, why it matters for campaign effectiveness, and which providers are structured to deliver flexible, targeted, and scalable outdoor advertising packages for different business needs.
1. The rise of customizable outdoor advertising packages in Vietnam
Customizable OOH has expanded rapidly because audience behavior, brand expectations, and the structure of Vietnamese cities are changing at the same time. People no longer follow predictable routines; they commute across districts for work, move to fast-growing suburbs, and shop in newly developed commercial corridors. A single static billboard cannot capture this full, constantly shifting journey. As brands expand distribution into new provinces or open more retail points, they also need outdoor media that can scale region by region instead of relying on one nationwide plan that treats every location the same. At the same time, the influence of digital marketing has reshaped expectations. Marketers now think in terms of targeting, experimentation, and real-time optimization, and they increasingly expect physical media to offer similar levels of control — from selecting exact streets to customizing timing and measuring impact.
Vietnamese cities themselves are evolving unpredictably, with new highways, metro lines, bridges, and commercial hubs continuously shifting where traffic flows. Outdoor campaigns that cannot adapt risk becoming irrelevant as soon as these urban patterns change. Creative needs have also evolved: brands often combine different formats — static billboards, LED screens, transit media, and mobile LED units — to build layered visibility that tells a story across multiple touchpoints. Flexible packages make this integrated approach possible. And because OOH spending keeps increasing, marketers must justify every board they choose, ensuring their budgets go to placements that truly deliver exposure and relevance.
All of these shifts turn customizable OOH from a nice-to-have into a strategic requirement. It enables brands to design campaigns that mirror actual audience movement, support business expansion, and express messages differently across locations and formats. Naturally, this leads to the essential question: which companies in Vietnam can genuinely provide customizable outdoor advertising packages that meet these modern demands?
2. Key Providers Offering Customizable OOH Packages in Vietnam
2.1. Firstboard
Firstboard represents the new generation of technology-driven OOH providers. They offer a full range of formats-traditional billboards, LED screens, transit media, and even experiential installations. But what really makes them stand out is their search platform, which allows advertisers to browse thousands of locations across Vietnam and filter by city, district, and media type.
This gives brands real control. Instead of picking a site from a PDF, marketers can review options with supporting data and avoid “ghost boards” that look good on paper but have poor real-world visibility. Firstboard’s tools help estimate visibility, compare locations, and select placements that match distribution goals or city-level expansion. Their operational process is also streamlined. They centralize selection, booking, approval, installation, and status tracking, reducing the chaos brands often face when managing outdoor campaigns across many cities.
Their main limitation is that Firstboard is still quite new in the Vietnam OOH market. Because of that, they are still growing their inventory, so some small or very specific locations may not be available yet.
2. Phoenix Media Group
Phoenix Media Group is one of the most recognized OOH agencies in Vietnam, especially for brands that want a classic full-service partner. They offer a wide mix of formats: billboards, pano, LED screens, bus ads, taxi ads, and airport media. Their rate cards and case studies focus strongly on Hanoi, Ho Chi Minh City, and Da Nang.
Phoenix is known for handling everything from planning and creative support to production, installation, and maintenance. They are comfortable managing multi-city campaigns and have experience working with major brands across banking, FMCG, and education.
However, their deepest strength lies in major cities. Brands needing extremely wide coverage in smaller provinces may find fewer ready-made options and may require extra coordination.
3. Sixth Sense Media
Sixth Sense Media takes a creative-led approach to outdoor advertising. They operate across multiple communication channels - including TV, print, radio, and events - but maintain OOH as a core strength.
They provide billboards, LED screens, banners, bus and taxi ads, and more. Their biggest advantage is their ability to treat OOH as an experience, not just a format. They emphasize storytelling, design quality, and emotional impact. This makes them ideal for brands that want standout installations or OOH that supports broader campaigns like product launches or events.
However, their inventory is not as extensive or diverse as the largest OOH-focused providers. Brands looking for ultra-wide national coverage may need to combine Sixth Sense Media with other partners.
4. Special Group
Special Group is known for its ability to execute outdoor campaigns across many provinces. They offer multiple formats and provide consultation to match placements with budget and campaign goals.
Their strength is geographic breadth - especially valuable for FMCG, telecommunications, or household brands targeting a wide national footprint. They position themselves as execution-capable across Vietnam, not only in major cities.
Their limitation is visibility. They have a modest online presence, fewer publicly available case studies, and less digital documentation compared to large agencies. Marketers often need to request updated site lists and examples to fully understand their capabilities.
5. Goads
Goads specializes in transport-based digital OOH. Instead of static billboards, they offer LEDBike, AdBike, LEDCar, and AdCar formats—mobile screens mounted on motorcycles and cars.
These formats are ideal for brands that want moving visibility along urban traffic patterns. LEDBikes can cover thousands of kilometers per month, circulating around busy streets, shopping areas, and nightlife districts. The screens are digital, allowing brands to rotate creative content, schedule ads by time of day, and tell stories through sequential messaging.
The limitation is specialization. Goads does not provide fixed billboards or a wide static network. Their formats work best as an add-on to a larger campaign or for brands that want a high-impact, mobile launch presence.
3. Choosing the Right Partner
Customizable outdoor advertising packages are becoming essential in Vietnam because brands want more control, better data, and campaigns that adapt to distribution strategies. But each provider offers a different kind of customization. The best choice depends on your scale, geography, and creative needs. When a brand clearly defines its target cities, movement patterns, and visibility goals, it becomes much easier to pick the right partner and build a customized outdoor advertising package that truly works.
Customizable outdoor advertising in Vietnam is now widely accessible, but each provider approaches flexibility differently. The best fit depends on your campaign’s scale, creative needs, and target geography - whether you aim for large-city impact, broad provincial reach, or dynamic formats that move with your audience.
If you’re exploring outdoor strategies and want guidance on finding the right placements, feel free to reach Firstboard Vietnam, we’re always happy to share insights and help you plan effectively when you’re ready.
Picture credit: MeshDirect, Sixth Sense Media, Phoenix Media Group, Goads.VN.
