DOCOMO Partners with DatViet for Digital Out-of-Home Business in Vietnam

31 Jul, 2024

DOCOMO Partners with DatViet for Digital Out-of-Home Business in Vietnam

Japanese mobile operator NTT DOCOMO has partnered with Vietnamese media conglomerate DATVIETVAC GROUP HOLDINGS and DAT VIET OOH CORPORATION to consolidate a digital out-of-home (DOOH) business in Vietnam. DOCOMO announced the establishment of a joint venture, Vie BOARD CORPORATION, set to launch in August, pending necessary approvals. Vie BOARD will leverage DOCOMO's data-science technology and DatVietVAC's expertise in DOOH media to create an impression-based advertising business. This venture will streamline media management, planning, sales, and distribution, enhancing ad effectiveness and visibility in Vietnam's DOOH market.

The technology for measuring ad effectiveness in DOOH advertising is underdeveloped in Vietnam. DOCOMO's data-science technology will estimate impression data, including viewer counts and characteristics, enabling efficient ad delivery. Vie BOARD aims to pioneer new DOOH opportunities, promoting digitalization and expanding the market in Vietnam. DOCOMO will provide measurement techniques and impression data, while DatVietVAC and DatVietOOH will manage DOOH operations, sales, and client relationships.

DOCOMO's technology measures advertising effectiveness using non-specific location data, transforming Japan’s DOOH business. The partnership with DatVietVAC aims to expand Vietnam’s DOOH market, driven by smart-city initiatives and infrastructure development. Vie BOARD will develop DOOH advertising products and services, contributing to adoption and effectiveness in Vietnam.