Japanese mobile operator NTT Docomo has said that it will enter the out of home advertising market in Vietnam through a local joint venture, with an eye toward using the country as a foothold for expansion throughout Southeast Asia.
The joint venture, called Vie BOARD, is scheduled to be established in August. Vietnamese multimedia company DatVietVAC will own a 51% stake, with Docomo holding the rest.
This will be the company’s first foray into overseas digital out of hoe. It hopes to use its data analysis technology to explore expansion into other Southeast Asian countries.
Docomo has a lot of experience in the sector, in Japan back in 2019, it established Live Board with joint investment from advertising giant Dentsu.
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