In-App Advertising - Vietnam

  • Vietnam
  • Ad spending in Vietnam's In-App Advertising market is forecasted to reach US$449.30m in 2024.
  • The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 9.46%, leading to a projected market volume of US$705.90m by 2029.
  • The average ad spending per mobile internet user in Vietnam's In-App Advertising market is projected to be US$5.48 in 2024.
  • When compared globally, China is expected to generate the highest ad spending, reaching US$132.60bn in 2024.
  • Vietnam's in-app advertising market shows rapid growth, driven by increasing smartphone penetration and a young, tech-savvy population's preference for digital platforms.

Key regions: China, Europe, United States, Asia, Germany

Region comparison

Analyst Opinion

The In-App Advertising market in Vietnam has been experiencing significant growth in recent years, driven by changing customer preferences and the rise of mobile usage in the country.

Customer preferences:
Vietnamese customers have shown a strong preference for mobile devices, with smartphones becoming an integral part of their daily lives. This has led to an increase in the time spent on mobile apps, creating a lucrative opportunity for in-app advertising. With a large and growing young population, Vietnamese consumers are also highly receptive to digital advertising and are more likely to engage with ads that are relevant and personalized to their interests.

Trends in the market:
One of the key trends in the In-App Advertising market in Vietnam is the shift towards programmatic advertising. Programmatic advertising allows advertisers to target specific audiences and deliver personalized ads in real-time, maximizing the effectiveness of their campaigns. This trend has been driven by advancements in technology and the availability of data that enables advertisers to better understand their target audience. As a result, advertisers in Vietnam are increasingly adopting programmatic advertising strategies to reach their customers more effectively. Another trend in the market is the growing popularity of native advertising. Native ads seamlessly blend into the app's content, providing a non-disruptive and engaging user experience. Vietnamese consumers are more likely to interact with native ads as they appear more relevant and less intrusive compared to traditional banner ads. Advertisers in Vietnam are recognizing the effectiveness of native advertising and are allocating a larger portion of their budgets towards this format.

Local special circumstances:
Vietnam has a rapidly growing middle class with increasing disposable income, leading to higher consumer spending. This provides a favorable environment for advertisers to invest in in-app advertising as they can reach a larger audience with greater purchasing power. Additionally, the Vietnamese government has been supportive of the digital advertising industry, implementing policies to promote innovation and growth in the sector. This has created a conducive environment for advertisers to thrive and invest in the In-App Advertising market.

Underlying macroeconomic factors:
Vietnam's strong economic growth and rising internet penetration have played a significant role in the development of the In-App Advertising market. As the economy continues to expand, more people are gaining access to smartphones and the internet, resulting in an increase in the number of mobile app users. This presents a vast opportunity for advertisers to reach a larger audience and drive their business growth. In conclusion, the In-App Advertising market in Vietnam is experiencing rapid growth due to changing customer preferences, the rise of mobile usage, and favorable macroeconomic factors. Advertisers are adopting programmatic advertising and native advertising strategies to effectively engage with Vietnamese consumers. With the government's support and a growing middle class, the In-App Advertising market in Vietnam is expected to continue its upward trajectory in the coming years.


Data coverage:

The data encompasses B2B enterprises. Figures are based on in-app advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers ad spending on advertisements displayed within a mobile application.

Modeling approach:

The market size is determined through a combined top-down and bottom-up approach. We use market data from independent databases, the number of application downloads from data partners, survey results taken from our primary research (e.g., the Consumer Insights), and third-party reports to analyze and estimate global in-app advertising spending. To analyze the markets, we start by researching digital advertising in mobile applications for each advertising format, incidents of in-app and mobile browser usage, as well as the time spent in mobile apps by categories. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, mobile users, and digital consumer spending. Lastly, we benchmark key countries and/or regions (e.g., global, the United States, China) with external sources.


We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year.


  • Ad Spending
  • Key Players
  • Analyst Opinion
  • Downloads
  • Global Comparison
  • Methodology
  • Key Market Indicators
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