When brands begin exploring outdoor advertising, the first thing they almost always ask about is price. Not ideas. Not creative execution. The total cost. That is completely understandable. OOH usually involves a sizable budget, long booking periods, and results that are not as immediately visible as digital ads.

In reality, there is no single fixed price list for OOH. Two billboards may look similar at first glance, yet one costs a few hundred million VND per year while another reaches several billion. Where does that difference come from? And what price level actually makes sense for a brand’s objective?

This blog summarizes the outdoor advertising (OOH) price landscape in Vietnam for 2026, broken down by the most common formats, so businesses can better visualize the real budget required to launch a campaign. Together with Firstboard, let’s take a closer look at the OOH formats and the price ranges currently applied in the market.

Why outdoor advertising prices are never the same? 

OOH does not work like digital advertising, where a budget can be set and activated almost instantly. Outdoor advertising costs are built from multiple layers, and a small change in just one factor can significantly shift the final price.

The first factor is geography. Ho Chi Minh City and Hanoi consistently have higher price levels due to dense traffic, strong competition, and high demand for premium locations. In other provinces, the same type of billboard can be significantly more affordable.

Next comes the specific location. This directly affects how many people actually see the ad. Intersections with heavy traffic, areas where vehicles regularly stop at red lights, or roads with high daily traffic volumes naturally generate more visibility. As exposure increases, rental prices rise accordingly.

Finally, there are technical and operational factors: rental duration, billboard size, printing costs, construction, installation, and ongoing maintenance. All of these components combine to form the final figure a business needs to prepare for an OOH campaign.

High-level outdoor advertising
 

Unipole billboards

Unipole billboards are the most familiar form of outdoor advertising. Built on a single large steel pole, they are commonly placed along major roads, city gateways, or interprovincial routes. Thanks to their height and scale, unipoles are visible from a long distance.

Depending on the structure and location, a unipole can have one, two, or three display faces. More faces mean broader visibility and, naturally, higher costs.

In 2026, unipole billboard prices typically range from around VND 800 million to VND 3 billion per location per year. This format is often used for long-term branding campaigns, where the goal is strong, continuous presence rather than immediate sales conversion.
 

Wall-mounted pano billboards

Wall-mounted panos are installed directly onto the sides of large buildings or high-rise structures. Unlike unipoles, panos usually have only one face, but they compensate with a large display area and minimal obstruction when placed correctly.

Their effectiveness depends heavily on viewing angles and traffic flow in front of the building. Some panos sit along busy roads where commuters pass by daily, repeatedly seeing the same message - even if only for a few seconds each time.

As a result, wall-mounted pano prices generally fall between VND 400 million and VND 2 billion per year, depending on location and size. This option suits brands looking for strong visual impact without constructing a standalone structure.
 

Pedestrian bridge advertising

In Hanoi especially, pedestrian bridge advertising is a familiar sight. Ads are placed directly on the bridge structure, usually as a pair of boards on both sides, facing traffic moving below at slower speeds.

The main advantage of this format is contact frequency. Daily commuters see the same message at the same spot, building familiarity quickly over time.

Prices for pedestrian bridge advertising typically range from VND 500 million to VND 4 billion per year, depending on the bridge location and traffic volume. This format is often chosen by brands aiming to dominate visibility within inner-city areas.

Low-level outdoor advertising
 

Lightbox advertising

Lightbox advertising is one of the most widely used low-level OOH formats in Vietnam. These boards are commonly found along inner-city streets, residential areas, sidewalks, and roads with high vehicle density. Their defining feature is internal lighting, allowing visuals to remain clear both day and night.

Positioned at eye level and encountered daily on familiar routes, lightboxes allow brands to appear repeatedly in everyday movement. People do not need to stop and look closely; repeated exposure makes the brand gradually feel familiar. For this reason, lightboxes are often used in campaigns focused on maintaining consistent local presence.

Current market prices for lightboxes range from VND 100 million to VND 2 billion per board per year, depending on street location, traffic conditions, and city area.
 

E-Tower Panel

E-Tower Panel is a small-format outdoor lightbox advertising solution installed directly on utility poles or electrical transformer columns within residential areas and inner-city streets. They are easy to recognize due to their compact size and frequent repetition along urban routes.

With screens placed at close viewing distance, E-Tower Panels display content clearly in slow-moving traffic or densely populated areas. This format is commonly used to build coverage within specific neighborhoods rather than to create large-scale visual impact.

Current market pricing for E-Tower Panels is approximately VND 300 million per year, depending on installation location and system scale.

Location-based advertising

Location-based outdoor advertising refers to OOH placements within enclosed environments such as airports and shopping malls, including waiting lounges, check-in areas, baggage claim zones, security gates, entrances and exits, main atriums, escalators, corridors, and high-traffic retail areas. These locations are highly visible and benefit from stable foot traffic, reaching business travelers, higher-income audiences, and consumers with strong shopping and entertainment needs.

Across these venues, advertising formats vary widely, including LED screens, LCD displays, TV screens, in-elevator panels, lightboxes, and large-format panels, depending on the specific placement area.

Advertising costs depend on the specific location (individual airports or shopping malls), placement position, format, and rental duration. At airports, pricing is typically calculated on a weekly basis, ranging from approximately VND 6 million to VND 300 million per week. In shopping malls, costs are generally calculated monthly, with market rates commonly ranging from VND 45 million to VND 600 million per month, depending on scale and execution format.

Digital Out-of-Home (DOOH)
 

LED screens

LED screens are digital outdoor displays typically installed at major intersections, city centers, or high-traffic urban areas. Ads are played in rotation, with each spot lasting around 15–30 seconds and running approximately 120–240 spots per day.

Unlike static boards rented long-term, LED screens are often booked for shorter periods, making them flexible for product launches or time-bound campaigns. Weekly rental prices usually range from VND 22 million to VND 100 million, depending on location and playback frequency.
 

LCD screen networks

LCD screens are commonly found in elevators, office building lobbies, residential complexes, and indoor spaces with consistent foot traffic. Viewers are typically at close range and often waiting, which increases the chance of message absorption.

LCD advertising is usually priced by screen network, with market rates around VND 25 million per week per layout, depending on screen count and coverage area.

Each OOH format has its own characteristics, pricing structure, and suitability for different communication goals. Understanding these differences helps businesses choose the right format, location, and budget to maximize campaign effectiveness.

For more information, connect with Firstboard to review OOH locations, formats, and budget options in detail. Get in touch with us here!

Picture credit: Vecom, Hai Tran Media & Airs, Presson, BrandsVietnam