Viet Nam’s rising usage of mobile devices and the internet have led to great opportunities for digital and online advertising, experts said at a conference on advertising on August 10 in HCM City.
Nguyen Van Chinh, CEO of DatViet Media, said: “In the past few months, spending on traditional media such as TV and newspapers show signs of decline.”
Spending on traditional media showed a 45 per cent growth rate from 2012 to 2013, but only 2 per cent growth in 2017 compared to 2016.
Advertising on cable and online news website is on the rise, as more time is being spent every day on the internet and mobile phones, he said.
In addition, more Vietnamese use smartphones and have access to the internet, with 67 per cent and 52 per cent of the population using the internet and social media on mobile devices, respectively, as of January.
Internet access is also developing in rural areas, he added.
The younger generations rely on digital and mobile devices more so than older generations and visit the cinema nearly every month, he said.
Duong Huy, deputy chairman of the Viet Nam Advertising Association (VAA), said that outdoor advertising was also on the rise.
Advertisement in public places such as billboards along roads, on public transport or at petrol stations is increasing, especially those that have messages and content related to their surroundings, such as humorous advertising printed on elevator doors.
In addition, he said that he was seeing a trend in the use of digital screens and interactive advertising, which will be used more in the future.
However, he noted that few statistics on outdoor advertisement exist, and creativity in outdoor advertising methods is still lacking compared to those overseas, which could be attributed to advertising law complications.
Tran Hung, board member of VAA, said the 2013 advertising circular was amended in April and will come into effect in November.
The new circular has cleared up several definitions which advertising companies have found confusing, and regulations such as banner placements are now more reasonable, which have made it easier to comply, he said.
He also urged members of VAA to speak up on legal problems so the association can report them to governmental authorities.
The conference was part of the 2018 Viet Nam International Advertising Equipment and Technology Exhibition held from August 8 to 11, showcasing the newest technology in advertising and offering opportunities for companies to network. — VNS