Vietnam Digital Advertising Market Size & Share Analysis - Trends, Drivers, Competitive Landscape, and Forecasts (2026 - 2032)

Vietnam Digital Advertising Market Dynamics

Transforming Digital Advertising Consumption through Video Commerce and Shoppertainment

• The integration of video content and e-commerce is fundamentally changing how Vietnamese consumers interact with digital advertising.
• In particular, short-form video platforms (such as TikTok and Facebook Reels) are becoming leading channels for consumers to discover products and brands, and are eliminating the boundaries that traditionally exist between entertainment and advertising.
• Furthermore, livestream commerce has moved from being a novelty to an established shopping experience, with consumers frequently making purchasing decisions during live broadcasts.
• Video commerce in Southeast Asia grew from less than 5% of Gross Merchandise Value (GMV) in 2022 to 20% in 2024, with Vietnam contributing significantly to this growth.
• As a direct result of this evolution, advertisers are compelled to allocate greater portions of their budgets toward video-centric creative strategies, and programmatic video advertising and influencer-integrated campaigns are quickly becoming the dominant forms of execution.

Growing Demand for Digital Advertising Services on E-commerce Platforms

• Vietnam's rapidly growing e-commerce environment is driving continuous demand for digital advertising services across all formats (search, social media, display etc.).
• The intense competition among major platforms has led to large-scale customer acquisition campaigns and substantial increases in digital advertising spend.
• According to Vietnam’s Ministry of Industry and Trade (MoIT), the e-commerce market generated over USD 25 billion in 2024, accounting for approximately 10% of Vietnam’s total retail and consumer services revenue.
• Major players in Vietnam’s e-commerce space (Shopee and TikTok Shop, etc.) are investing aggressively in performance marketing, affiliate programs, and promotional campaigns to capture market share, thereby benefitting digital advertising solution providers and media platforms.
• The trajectory of Vietnam’s e-commerce sector toward USD 28 billion in 2025 will continue to drive growth in digital advertising as more and more sellers compete for consumer attention across an increasing number of fragmented digital touchpoints.

Digitization of Rural Markets Creates New Advertising Opportunities

• The expansion of internet connectivity into Vietnam’s provincial and rural markets has opened opportunities for advertisers to reach new and previously underserved digital advertising audiences.
• Over 60% of Vietnam’s population resides in urban areas outside major cities, thus the digitization of tier-2 and tier-3 cities presents a significant growth opportunity for digital advertisers.
• The Ministry of Information and Communications (MIC) has set targets to provide fiber-optic broadband internet to every household by 2025, and this will significantly increase the addressable audiences for digital advertising campaigns.
• As rural residents gain access to stable and fast internet and smartphone adoption grows, advertisers are beginning to develop localized content strategies and regional targeting capabilities to capitalize on this emerging demand.
• The convergence of improved connectivity, increasing rural disposable income and increased familiarity with e-commerce, positions provincial markets as the next major growth area for digital advertising in Vietnam.

Vietnam Digital Advertising Market Segmentation Analysis

Analysis of Platform Types

Vietnam’s digital advertising market is dominated by mobile platforms in 2025 with 65% share. This can be attributed to the country's mobile-first internet consumption behavior as well as the large number of Vietnamese adults who have access to a smartphone and who prefer to use their smartphones to access social media, e-commerce, and entertainment. A significant portion of Vietnam's social media advertising spend will also be made via mobile platforms; as per estimates, 73.4% of Vietnam's social media advertising spend will come from mobile platforms by 2030, indicating a long-term trend away from mobile-centric campaign delivery.

Desktop & laptop platforms are expected to grow at the fastest rate between 2026 and 2032, due to an increase in digital transformation of enterprises and an expansion of B2B digital advertising formats. Increased adoption of remote/hybrid work arrangements has resulted in increased desktop usage for professional content consumption which has created new opportunities for businesses to target decision makers via display advertising and search engine marketing.

Platform types include:

• Mobile (Largest Category)
• Desktop & Laptop (Fastest-Growing Category)
• Other

Ad Format Analysis

In 2025, social media advertising has the largest market share, of 30%, with very high social media engagement rates in Vietnam and the presence of many social media platforms including Facebook, TikTok and Zalo. Over 77 million people in Vietnam are active on social media which represents over 73% of the population, providing advertisers with high reach and targeted advertising capability utilizing demographic, interest, and behavioral data about users.

Video advertising is forecast to grow faster than all other ad formats through 2032, driven by consumer preference for short-form video content and the increasing adoption of video commerce formats. Increasing use of shoppable video formats and live-streaming commerce is contributing to higher levels of demand for video-based creative development and programmatic video placements by advertisers.

The market segments into the following ad formats:

• Social Media Advertising (Largest Category)
• Video Advertising (Fastest-Growing Category)
• Search Engine Advertising/SEM
• Display Advertising
• Mobile Advertising
• Online Classifieds Ads
• Others

End Use Analysis

Retail is the largest category of digital advertising expenditures in 2025, with 35% share, driven by the highly competitive nature of Vietnam's e-commerce space and the high number of direct-to-consumer brands using digital channels for customer acquisition. In addition to investing in performance marketing campaigns, major e-commerce players including Shopee, TikTok Shop and Lazada are allocating significant amounts of money to digital advertising in order to acquire customers throughout the entire purchasing process.

IT & telecommunication is expected to experience the fastest growth during 2026–2032, due to the increasing number of subscriber acquisition campaigns by mobile network operators and increasing levels of digital marketing investments by technology service providers. The expanding adoption of 5G services, cloud computing and SaaS solutions is increasing competition in the IT and telecommunication space resulting in higher levels of digital advertising investment by these companies across search, display, and social media channels.

The market segments into the following end use categories:

• Retail (Largest Category)
• IT & Telecommunication (Fastest-Growing Category)
• BFSI
• Automotive
• Healthcare
• Consumer Electronics
• Others

Vietnam Digital Advertising Market Geographical Analysis

Ho Chi Minh City Digital Advertising Market Growth

In terms of the size of the provincial market for digital advertising in Vietnam, Ho Chi Minh City represents the largest, with 40% of total spending on digital advertising nationally in 2025. With a population of over 9.4 million people and serving as Vietnam’s commercial and financial center, the majority of corporate headquarters for large enterprises and multinational subsidiaries, along with many of Vietnam’s technology firms, have their head offices located in the city which drives the demand for digital advertising by large businesses. In addition to the above, there are many advertising agencies, technology platforms and digital marketing professionals located in the Ho Chi Minh City metropolitan area which supports complex programmatic advertising, influencer marketing, and multi-channel campaign execution.

Hanoi Digital Advertising Market Growth

Hanoi is expected to be the fastest-growing between 2026 and 2032, with 14.5% CAGR, due to smart city initiatives undertaken by the Government of Vietnam, and because digital transformation is accelerating within both the public and private sectors in the city. While the technology sector in Hanoi is rapidly expanding, it is also experiencing increased consumer digital adoption with an urban population of over 8.5 million.

As such, the city is experiencing increased investments in digital advertising. According to GSO, the administrative and educational concentration in Hanoi offers advertisers unique opportunities to target audiences in advertising categories including government services, education technology, and professional services. Smart city development guidelines adopted by the Ministry of Construction in 2025 are also accelerating the development of digital infrastructure throughout the Hanoi metropolitan area, further supporting the expansion of the digital advertising footprint within the region.

Da Nang Digital Advertising Market Growth

While the digital advertising market in Da Nang is smaller than that of Ho Chi Minh City or Hanoi, it is rapidly emerging as a second-tier market. This is primarily driven by the fact that Da Nang serves as the economic hub for central Vietnam and hosts an increasingly important technology sector presence. Because of its strong tourism industry, and manufacturing base, the demand for digital advertising in Da Nang spans a number of categories, including hospitality, consumer goods, and industrial sectors. The growing digital advertising sophistication in Da Nang will continue to grow as the quality of digital advertising improves as a result of improved 5G network coverage and international airport capacity.

The geography covered by this market includes:

• Ho Chi Minh City (Largest Province)
• Hanoi (Fastest-Growing Province)
• Da Nang
• Hai Phong
• Can Tho
• Rest of Vietnam

Vietnam Digital Advertising Market Share

The Vietnam digital advertising market is characterized as moderately concentrated and is primarily dominated by large, international technology companies along with a developing community of Vietnamese digital marketing services providers. Concentration in this space exists due to the large network effects found in digital advertising platforms; as a result of these effects, large platforms have developed greater economies of scale in terms of both audiences reach and the ability to target audiences than smaller ones. In addition to these effects, large, established digital advertising platforms also possess a number of technological barriers to entry that make it difficult for new entrants to compete effectively.

Meta Platforms and Alphabet are two of the largest global technology companies that dominate a large portion of digital advertising spend in Vietnam, utilizing superior targeting algorithms, larger user bases, and more complete integrated advertising systems than most other digital advertising platforms in Vietnam. Additionally, VNG Corporation's Zalo messaging and social commerce platform serves as Vietnam's primary platform for domestic messaging and social commerce, providing advertisers the opportunity to reach local audiences via culturally appropriate forms of communication. Finally, ByteDance has quickly gained traction in Vietnam by integrating TikTok into Vietnam's rapidly expanding video commerce ecosystem and gaining revenue from advertising on TikTok.

In addition to these changes in the competitive landscape, e-commerce companies such as Shopee, who provide a wide range of advertising solutions, will be competing with more traditional digital advertising platforms. As a result, a number of local digital marketing agencies and technology companies are beginning to carve out unique niches in areas such as influencer marketing, content creation, and campaign execution at the regional level. Overall, there will likely be a continued trend of platform consolidation in Vietnam while also a growing demand for advertising solutions that integrate across multiple media formats (social media, video, search and retail media).

Vietnam Digital Advertising Market News

• In September 2025, WPP Media (formerly GroupM) had signed a contract for KFC Vietnam covering all aspects of media planning and media buying including analytics, influencer marketing and AI based campaign optimization. This represents further evidence that as major consumer brands enter Vietnam’s highly competitive QSR (quick service restaurant) space there is significant interest in consolidating their media services to simplify their media strategy.
• In June 2025, Moloco launched in Vietnam to provide machine learning-based advertising products to local mobile application developers and e-commerce companies. Moloco has been used by over 3 million applications globally and reaches 2 billion active users every day; it will allow Vietnamese advertisers to use first party data to create performance driven ad campaigns away from major technology ecosystems.
• In April 2025, Shopee Vietnam and TikTok Shop Vietnam revised the commission rates they charge to merchants across several product categories, this is indicative of the maturity of these platforms, and their greater focus on monetizing their user bases. These changes also represent the platforms’ shift from focusing on acquiring market share to creating sustainable business models.
• In November 2024, AnyMind Group partnered with South Korean cosmetics company FORENCOS to assist with their entry into the Vietnamese market using their e-commerce and digital marketing services. This is further evidence that there is increasing demand for cross border enablement services for brands to help them manage their marketplaces in new markets, while also executing their digital advertising in each new market.