The Vietnamese media giant DatVietVAC and DAT VIET OOH CORPORATION (DatVietOOH) have collaborated with Japanese mobile operator NTT DOCOMO, INC to consolidate a digital out-of-home (DOOH) business in Vietnam.
Docomo announced that it has formed VIE BOARD CORPORATION (Vie BOARD) with DatVietVAC and DatVietOOH to operate a location-based digital out-of-home business in Vietnam.
Vie BOARD will be founded in August if antitrust approvals and other authorisations are obtained, according to the statement.
The new company will combine DOCOMO’s data-science technology with DatVietVAC and DatVietOOH’s pioneering DOOH media in city centres, railway stations, and train cars in Vietnam to create an impression-based DOOH*1 advertising business, including media management, planning, sales, and distribution
In Vietnam, DOOH advertising impression measurement technology and procedures for ad effectiveness and visibility are not commonly used. DOCOMO’s superior data-science technology will allow the joint venture to estimate local market impression data, including viewer counts and attributes.
Read also- Austraila-Based Enablo has Partnered with Flips’s Super App
The analytics will help Vie BOARD streamline DOOH media strategy, advertising placement, impact assessment, and analysis. This will improve ad effectiveness visibility, delivery efficiency, and DOOH market growth.
Vie BOARD will also pioneer new DOOH options and encourage digitalisation of impression-based DOOH advertising placement in Vietnam using DatVietVAC’s sales skills and strong contacts with local clients, advertising agencies, and venue owners.
Read also- Jakarta-Based AwanTunai has Raised Around $18.5 Million in Funding
DOCOMO will suggest strategies to implement Japanese DOOH measurement methodologies and deliver impression data in Vietnam. In support of business growth, DatVietVAC and DatVietOOH will provide local DOOH operations management, sales functions expertise, and client and advertising agency relationship-building.
DOCOMO has developed and implemented technology to analyse advertising effectiveness using non-specific location data, helping to digitally change Japan’s DOOH business. DOCOMO’s GPS-based viewer count and characteristic assessment technology is also unique.
In addition, the company has been actively seeking DOOH business expansion in high-growth abroad areas.
Vietnam’s DOOH industry is primed for growth due to smart-city projects and infrastructural development, including mass-transit rails. The DOOH market in Vietnam is predicted to grow rapidly.
DOCOMO, known for its data-science technologies, has teamed with DatVietVAC to expand Vietnam’s DOOH market. This relationship resulted in the Vie BOARD, a data-science-powered DOOH firm.
DOCOMO, DatVietVAC, and DatVietOOH will develop DOOH advertising solutions and services for local advertisers through their new joint venture, Vie BOARD, to increase DOOH usage and effectiveness in Vietnam.
Top Japanese cellphone operator DOCOMO has over 89 million subscribers. It is a leading 3G, 4G, and 5G mobile network technology contributor.
About Docomo
NTT DOCOMO, offers groundbreaking, convenient, and secure mobile services to help people live smarter. Over 73 million Japanese consumers use the company’s countrywide LTE network and one of the world’s most advanced LTE-Advanced networks.
About DatvietVAC
DatVietVAC is Vietnam’s first private media and communications agency. The group now manages data and transmedia content across channels that reach 97 million Vietnamese, becoming Vietnam’s largest media, entertainment, and technology ecosystem.
