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.

However, there is another issue, which is that the OOH industry in Vietnam is also highly fragmented. There are some suppliers who focus on installing large digital billboards within major cities, while there are some with provincial networks that are quite broad. There are some who focus on static solutions, but there are some with mobile LED displays that move around within traffic flow. 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. On the other hand, the power of digital marketing has altered how marketers and their audience expect results. People have come to expect marketers to plan their advertising with targeting, testing, and optimizing in mind, and now expect the same level of control over traditional methods of marketing, such as physical media.

The Vietnamese cities themselves change unpredictably - new highway systems, subway routes, bridges, and business centers change traffic patterns all the time. Outdoor advertising that can't adjust easily will soon become irrelevant.” “There have also been shifts in creative requirements - brands will layer various types of advertising, such as outdoor static, LED screens, transit media, and mobile LEDs, so as to create overall awareness through 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 these developments make customizable OOH a nice-to-have solution rather than a must-have. With customizable OOH solutions, brands can now create marketing campaigns that reflect actual audience movement patterns as well as support business expansion and convey messages differently for different places and formats of advertising. Of course, this brings us to the crucial question of what companies in Vietnam can really deliver customizable packages for outdoor advertising?

2. Key Providers Offering Customizable OOH Packages in Vietnam

2.1. Firstboard
Firstboard is the next generation of technology-based OOH suppliers. They provide the entire spectrum of formats: from traditional advertising boards to LED screens, transit, experiential - even installing in public transportation. 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.

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 offer billboards, LED screens, banners, bus and taxi signs, and others. Their biggest advantage is the ability to treat OOH as an experience rather than just a channel. They talk a lot about storytelling, design, and the emotional aspect of OOH. This makes them apt for brands that want unique installs as well as OOH to support events such as product launches.

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.

Strengths include their breadth of geography’ which is key in the FMCG, telecommunications, or home brands space targeting a large domestic geography. They market their capabilities as execution-ready in the whole of Vietnam, beyond the urban centers.

Their limitation is visibility. They have a small web presence, and a smaller number of available cases. Some examples and up-to-date lists may have to be requested.

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.

Such formats are best suited for brands that require dynamic visibility through street traffic patterns. LED Bikes are capable of traveling thousands of kilometers in a month, cycling through the most occupied parts of the streets, shopping, and nightlife areas. For instance, the screens are digital, and therefore, they can display 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.