Vietnam’s digital advertising industry was worth US$1.29 billion in 2024, and is forecast to grow to US$2.88 billion by 2030, according to a report from Research and Markets. This would give the sector a compounded annual growth rate of 14.38 percent.
Key details:
- Internet penetration: Over 70 percent of Vietnam’s population is online
- Social media engagement: Heavy usage of TikTok, Facebook, Instagram, and YouTube
- E-commerce boom: Ads on Shopee, Lazada, and Tiki increase during major sale periods
- Young demographics: High smartphone use among tech-savvy youth
- Emerging tech: AI, data analytics, and programmatic advertising boost efficiency
- Ad fraud: Click and impression fraud remain major concerns
- Transparency gaps: Lack of clear reporting and campaign verification
- Regulatory pressure: New data protection laws and the Cybersecurity Law add complexity
- Video dominance: Short-form ads on TikTok and YouTube Shorts are rapidly gaining traction
- Influencer marketing: Growing reliance on KOLs and micro-influencers for authenticity
- Programmatic growth: Real-time bidding and data-driven targeting become standard
Vietnam’s digital advertising market is becoming one of Southeast Asia’s fastest-growing, driven by a potent mix of mobile usage, social commerce, and youth culture. For brands, navigating regulatory hurdles while embracing new ad tech may be key to unlocking its full potential.
See also: Vietnam’s Advertising Industry 2025: Growth, Trends, and Key Players