Gitnux/Report 2026

Vietnam Advertising Industry Statistics

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Vietnam Advertising Industry Statistics
Sophie MorelandWritten by Sophie Moreland·Edited by Priyanka Sharma·Fact-checked by Jonathan Hale
Last verified Jul 13, 2026
Verified via a 4-step process
01Source

Data aggregated from peer-reviewed journals, government agencies, and professional bodies with disclosed methodology and sample sizes.

02Verify

Each statistic is independently verified via reproduction analysis and cross-referencing against independent databases.

03Grade

Figures are graded by cross-model consensus. Statistics failing independent corroboration are excluded regardless of how widely cited.

04Cite

Every figure carries a primary source. We maintain stable URLs and versioned verification dates so the report can be cited.

Read our full methodology →

Statistics that fail independent corroboration are excluded.

Next review Jan 2027

Key Takeaways

  • Vietnam advertising agencies numbered 1,250 in 2023, up 8% YoY, employing 25,000 professionals
  • Top 10 ad agencies in Vietnam held 45% market share in 2023, generating 1.28 billion USD revenue
  • Dentsu Vietnam billings reached 350 million USD in 2023, leading multinational
  • In 2023, digital advertising accounted for 52% of Vietnam's total ad spend, totaling 1.48 billion USD out of 2.85 billion USD overall
  • Vietnam's online ad market grew 28.5% YoY in 2023 to 1.5 billion USD, led by social media platforms
  • Social media ad spend in Vietnam reached 850 million USD in 2023, 57% of digital total
  • Vietnam's total advertising market size reached approximately 2.85 billion USD in 2023, reflecting a compound annual growth rate (CAGR) of 11.2% from 2019 to 2023
  • Advertising expenditure in Vietnam grew by 14.7% year-over-year in 2022, totaling 2.5 billion USD, primarily fueled by post-pandemic recovery
  • The Vietnam ad market is projected to hit 3.6 billion USD by 2027, with a forecasted CAGR of 10.8% from 2024 onwards due to rising GDP per capita
  • Vietnam TV advertising spend totaled 850 million USD in 2023, representing 30% of total ad market
  • Print media ad revenue in Vietnam declined 8.2% to 180 million USD in 2023
  • Radio advertising spend Vietnam 2023: 95 million USD, stable at 3.3% market share
  • 72% of Vietnamese consumers aged 18-34 engage with ads daily via social media in 2023
  • Brand trust from ads in Vietnam: 68% for digital vs 45% traditional in 2023 survey
  • 55% of Vietnam urban millennials prefer video ads under 15 seconds, 2023 study

Related reading

01 · Category

Agency & Player Landscape23 stats

01
Vietnam advertising agencies numbered 1,250 in 2023, up 8% YoY, employing 25,000 professionals
02
Top 10 ad agencies in Vietnam held 45% market share in 2023, generating 1.28 billion USD revenue
03
Dentsu Vietnam billings reached 350 million USD in 2023, leading multinational
04
Local agency growth 12% to 650 firms in Hanoi/HCMC combined 2023
05
Ogilvy Vietnam revenue 180 million USD 2023, +15% YoY
06
Digital agency segment: 420 agencies, 35% of total industry players Vietnam 2023
07
GroupM Vietnam total billings 420 million USD 2023
08
Leo Burnett Vietnam awards won: 25 in 2023, revenue 120 million USD
09
Media buying agencies market share: 55% controlled by top 5 in Vietnam 2023
10
New agency startups: 95 launched in 2023 Vietnam, focused on e-commerce
11
Publicis Groupe Vietnam revenue 250 million USD 2023
12
Creative agency billings average 15 million USD per firm Vietnam 2023
13
Omnicom Vietnam operations revenue 200 million USD 2023
14
Agency employee salary average 1,200 USD/month in HCMC 2023 Vietnam ad industry
15
WPP Vietnam billings 380 million USD 2023
16
Full-service agencies: 320 in Vietnam, 28% revenue growth 2023
17
In-house agency trend: 15% of brands shifted, saving 20% costs Vietnam 2023
18
BBDO Vietnam revenue 95 million USD 2023
19
Agency merger/acquisitions: 12 deals totaling 50 million USD Vietnam 2023
20
Boutique creative shops: 180, average revenue 8 million USD Vietnam 2023
21
Vietnam ad agency export services: 45 million USD revenue 2023 to ASEAN
22
Top agency client retention rate: 85% average Vietnam 2023
23
Digital-first agencies billings up 25% to 750 million USD Vietnam 2023

02 · Category

Digital & Online Advertising27 stats

01
In 2023, digital advertising accounted for 52% of Vietnam's total ad spend, totaling 1.48 billion USD out of 2.85 billion USD overall
02
Vietnam's online ad market grew 28.5% YoY in 2023 to 1.5 billion USD, led by social media platforms
03
Social media ad spend in Vietnam reached 850 million USD in 2023, 57% of digital total
04
Programmatic advertising in Vietnam surged 35% to 420 million USD in 2023
05
Video ad revenue online hit 320 million USD in 2023, up 42% YoY in Vietnam
06
Search advertising spend in Vietnam: 280 million USD in 2023, 19% growth, dominated by Google
07
E-commerce ad spend within digital reached 650 million USD in 2023, 43% YoY increase
08
Mobile ad expenditure in Vietnam totaled 1.1 billion USD in 2023, 73% of digital ads
09
Influencer marketing digital spend: 150 million USD in 2023, up 50% YoY
10
Display ad revenue online: 210 million USD in 2023 Vietnam, 25% growth
11
OTT/CTV ad spend in Vietnam: 95 million USD in 2023, 60% increase
12
Retail media networks ad revenue: 180 million USD in 2023 Vietnam digital
13
Digital ad CAGR 2023-2027 projected at 22% to 3.2 billion USD in Vietnam
14
Facebook ad spend share in Vietnam digital: 45% or 675 million USD in 2023
15
TikTok ad revenue Vietnam 2023: 320 million USD, fastest growing platform
16
Google ad platform spend in Vietnam: 520 million USD digital in 2023
17
Native advertising online: 110 million USD in 2023 Vietnam, 30% YoY
18
Audio digital ads (podcasts/Spotify): 45 million USD Vietnam 2023
19
Gaming in-game ads revenue: 75 million USD in Vietnam 2023 digital
20
Connected TV ad spend digital: 120 million USD up 55% in 2023 Vietnam
21
Email marketing digital spend: 35 million USD Vietnam 2023
22
Affiliate marketing revenue digital: 90 million USD in 2023 Vietnam
23
DOOH (digital out-of-home) ads: 60 million USD Vietnam 2023, 40% growth
24
Social commerce ads spend: 410 million USD in Vietnam digital 2023
25
YouTube ad revenue Vietnam: 180 million USD 2023
26
Zalo ad platform spend: 140 million USD digital Vietnam 2023
27
Shopee/Lazada combined ad revenue: 480 million USD Vietnam 2023 digital
Interpretation

Digital & Online Advertising Interpretation

In Vietnam’s Digital and Online Advertising market, social media remains the biggest driver as ad spend hit 850 million USD in 2023, making up 57% of digital’s 1.48 billion USD total while the overall online market climbed 28.5% YoY to 1.5 billion USD.

03 · Category

Market Size & Revenue30 stats

01
Vietnam's total advertising market size reached approximately 2.85 billion USD in 2023, reflecting a compound annual growth rate (CAGR) of 11.2% from 2019 to 2023
02
Advertising expenditure in Vietnam grew by 14.7% year-over-year in 2022, totaling 2.5 billion USD, primarily fueled by post-pandemic recovery
03
The Vietnam ad market is projected to hit 3.6 billion USD by 2027, with a forecasted CAGR of 10.8% from 2024 onwards due to rising GDP per capita
04
In Q4 2023, quarterly ad spend in Vietnam surged 16.2% to 750 million USD, driven by holiday campaigns
05
Vietnam's ad market share of GDP stood at 1.2% in 2023, up from 0.9% in 2020, indicating maturing industry
06
Total media ad spend in Vietnam was 1.95 billion USD in 2021, recovering 105% from 2020 pandemic lows
07
By 2025, Vietnam ad market expected to grow to 3.2 billion USD, with 15% annual increase attributed to e-commerce boom
08
Ad revenue in Vietnam increased 13.4% to 2.1 billion USD in 2020 despite global downturn
09
Vietnam's advertising industry contributed 0.8% to national GDP in 2022, equating to 2.4 billion USD in value terms
10
Forecasted ad market expansion to 4.1 billion USD by 2028 at 12% CAGR, led by urban consumer spending
11
In 2023, Vietnam ad spend per capita reached 28 USD, doubling from 14 USD in 2018
12
Total ad investment grew 18.5% YoY in H1 2023 to 1.3 billion USD
13
Vietnam's ad market valued at 2.7 billion USD in 2022, with 20% growth from digital transformation
14
Projected 11.5% growth in 2024 ad spend to 3.1 billion USD
15
Ad expenditure hit 2.9 billion USD in 2023, 15% above pre-pandemic levels
16
Vietnam ad industry revenue CAGR 2018-2023 was 12.3%, reaching 2.8 billion USD
17
Q1 2024 ad spend rose 17% to 780 million USD YoY
18
Total 2021 ad market was 2.2 billion USD, up 22% from 2020
19
By 2026, ad spend projected at 3.5 billion USD with 13% CAGR
20
2023 ad market growth of 14.2% to 2.85 billion USD confirmed by industry audit
21
Ad spend as % of retail sales in Vietnam: 2.1% in 2023 (2.6 billion USD equivalent)
22
Vietnam's 2022 ad revenue totaled 2.45 billion USD, 16% YoY increase
23
Forecast 2025 ad market: 3.4 billion USD at 11.9% growth rate
24
H2 2023 ad spend: 1.45 billion USD, up 15.3%
25
Cumulative ad growth 2020-2023: 45%, reaching 2.82 billion USD
26
2024 projected ad spend: 3.15 billion USD, 12.7% growth
27
Vietnam ad market 2019 baseline: 1.95 billion USD
28
2023 ad spend inflation-adjusted growth: 11.8% to 2.75 billion USD
29
Ad market valuation Q3 2023: 720 million USD, +18% YoY
30
Long-term projection 2030: 5.2 billion USD at 11% CAGR from 2023

More related reading

04 · Category

Traditional Media Advertising26 stats

01
Vietnam TV advertising spend totaled 850 million USD in 2023, representing 30% of total ad market
02
Print media ad revenue in Vietnam declined 8.2% to 180 million USD in 2023
03
Radio advertising spend Vietnam 2023: 95 million USD, stable at 3.3% market share
04
Out-of-Home (OOH) traditional billboards: 220 million USD Vietnam 2023, up 5%
05
Newspaper ad revenue: 120 million USD in Vietnam 2023, down 12% YoY
06
Cinema advertising spend: 35 million USD Vietnam 2023, recovering 25% post-COVID
07
Magazine ad spend Vietnam: 60 million USD 2023, 15% decline
08
TV ad share dropped to 29.8% in 2023 from 42% in 2019 in Vietnam
09
Billboard OOH inventory utilization 72% in urban Vietnam 2023, generating 150 million USD
10
Prime-time TV ad rates increased 10% to average 5,000 USD per 30s spot in HCMC 2023
11
Transit advertising (bus/metro) spend: 45 million USD Vietnam 2023
12
Direct mail traditional ads: 25 million USD Vietnam 2023, down 20%
13
Sponsorships in traditional media events: 110 million USD Vietnam 2023
14
VTV national TV ad revenue: 420 million USD in 2023 Vietnam
15
HTV local TV spend share: 180 million USD 2023
16
Print classified ads revenue: 40 million USD Vietnam 2023 decline
17
Traditional media total ad spend: 1.37 billion USD Vietnam 2023, down 2% share
18
OOH digital-hybrid growth 18% but traditional OOH still 75% at 165 million USD 2023
19
Radio listenership ad-supported: 28% of adults daily, 95 million USD spend Vietnam 2023
20
Cinema screen ad impressions: 150 million, revenue 35 million USD Vietnam 2023
21
Yellow pages/directories print: 15 million USD Vietnam 2023, sharp 30% drop
22
TV news ad slots: 40% of airtime revenue source, 200 million USD Vietnam 2023
23
Regional TV ad spend Hanoi: 120 million USD 2023
24
Print fashion magazine ads: 25 million USD Vietnam 2023
25
Traditional sponsorship TV shows: 80 million USD Vietnam 2023
26
Billboard prime locations HCMC: 100 million USD revenue 2023
Interpretation

Traditional Media Advertising Interpretation

In Vietnam’s traditional media advertising, TV remains the anchor with 850 million USD in 2023 and a 30% market share, while print and newspapers are steadily shrinking as print revenue fell 8.2% to 180 million USD and newspaper ads dropped 12% to 120 million USD.
report visual · Comparison

Vietnam Advertising Industry Statistics statistics snapshot

Selected headline statistics from verified sources for a stable visual baseline.

Media buying agencies market share: 55% controlled by top 5 in Vietnam 202355%
Top 10 ad agencies in Vietnam held 45% market share in 2023, generating 1.28 billion USD revenue45%
Digital agency segment: 420 agencies, 35% of total industry players Vietnam 202335%
Ogilvy Vietnam revenue 180 million USD 2023, +15% YoY15%
Local agency growth 12% to 650 firms in Hanoi/HCMC combined 202312%
Vietnam advertising agencies numbered 1,250 in 2023, up 8% YoY, employing 25,000 professionals8%
Reference

Cite This Report

This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.

APA
Sophie Moreland. (2026, February 13). Vietnam Advertising Industry Statistics. Gitnux. https://gitnux.org/vietnam-advertising-industry-statistics
MLA
Sophie Moreland. "Vietnam Advertising Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/vietnam-advertising-industry-statistics.
Chicago
Sophie Moreland. 2026. "Vietnam Advertising Industry Statistics." Gitnux. https://gitnux.org/vietnam-advertising-industry-statistics.

Sources & references

97 datasets cited across this report · attribution is report-level

statista.comemarketer.comkenresearch.comnielsen.comworldbank.orgkpmg.compwc.comgroup.wpp.comgso.gov.vnmordorintelligence.comdatareportal.comkantar.comiabvietnam.comdentsu.comreuters.comibisworld.commarketing-interactive.comvietnamnet.vnfitchsolutions.comadage.comeuromonitor.combloomberg.comoceanengine.comgroupm.comwarc.comimf.orgmckinsey.comiab.comappsflyer.cominfluencermarketinghub.comsocialbakers.comtiktok.comtransparencyreport.google.comsharethrough.comspotify.comnewzoo.commmaglobal.commailchimp.comaffiliatevietnam.comoohvietnam.combain.comthinkwithgoogle.comzalo.meecomvietnam.comoaaa.orgwan-ifra.orgmpaa.orgfipp.comcad-vietnam.comvtv.vntransitads.vndma.org.vnsponsorshipasia.comhtv.com.vnvnexpress.netesomar.orgra.org.vncgv.vnyellowpages.vnbbc.comvietnamtv.com.vnherworld.vnrealitytv.vnjcdecaux.vnvaba.org.vncampaignasia.commarketingvn.comogilvy.comleoburnett.comrecm.comstartup.vnpublicisgroupe.comoneclub.orgomnicomgroup.comvietnamworks.comwpp.comadworld.vnbbdo.comdealstreetasia.combrainworks.vnvinaexpo.comdigitalagency.vndeloitte.cominstagram.commeta.comgdpr.asiagsma.comneurosciencemarketing.comkrux.comedelman.comtrustpilot.comwyzowl.comhubspot.comwordstream.comyougov.comadjust.comipsos.com