Total media ad spend in Vietnam 2018-2022

As of September 2018, the total online media advertising spending amounted to approximately 1.2 billion U.S. dollars in Vietnam. Vietnam's advertising market accounted for a small share in Asia compared to other markets, given that the ad spending in the Asia Pacific region reached about 194.48 billion U.S. dollars in the same year.

Media advertising in Vietnam

For the past years, advertising spending in Vietnam has been highest for television and newspapers. Television advertising is highly used by consumer goods brands. In comparison to other Asia Pacific countries, the cost of a 30-second commercial during primetime in Vietnam is relatively low. TV advertising has been growing constantly in Vietnam although TV ad spend growth in the Asia Pacific region has decreased overall. However, newspaper and magazine advertising spending remained stagnant. Notably, outdoor and internet advertising have increased significantly.

Online advertising

Digital advertising spend was forecasted to reach over 300 million U.S. dollars in 2020. With an increasing internet adoption and a rising number of social network users, social media and online video advertising in particular hold promising opportunities for marketers and advertisers. This is especially useful as social media and online video go hand in hand. For instance, Facebook has the highest engagement for video posts while other social networks like Instagram and TikTok showed the success and popularity of short video formats.

Total media advertising expenditure in Vietnam in 2018 with forecasts until 2022

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Release date

February 2020



Survey time period


Supplementary notes

* Forecast.

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Statistics on "Digital advertising in Vietnam"

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