According to a report from Worldpanel Vietnam, the growth of in-home FMCG consumption in Quarter I/2025 only reached 4.2%, a decrease of 1.5% compared to the same period in the previous year (5.7%). This data reflects the current demand and selective trends among consumers, who prioritize products that meet essential needs and offer long-term value over those heavily advertised.
Kantar data reveals that in 2024 alone, 300 new FMCG brands entered the Vietnamese market, increasing pressure on existing businesses. In this context, maintaining a consistent and comprehensive presence is crucial and can be a lifeline for brands to maintain their market position.
Unlike digital ads that are easily ignored with a swipe, out-of-home (OOH) advertising has the advantage of 24/7 visibility, appearing at key touchpoints such as busy intersections in major cities and airports.
WARC's Global Ad Trends report indicates that urban consumers in Asia are exposed to OOH advertising over 30 times per week – a significant number that helps brands make a lasting impression.
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LED screens appear on many important streets. Photo: Bizman |
LED screens appear on many important streets. Photo: Bizman
Given the FMCG sector's need for rapid, wide, and continuous coverage, a large-scale OOH system with consistent locations, sizes, and display technology increases brand recall, minimizes message fragmentation, and optimizes budgets.
Bizman Media is one company contributing to the recognition strategies of FMCG brands thanks to its extensive OOH advertising infrastructure. Specifically, the company operates around 500 large billboards on highways and national roads; over 300 large billboards in inner cities; 200 LED screens in city centers and airports; 5,000 m2 of lightboxes, along with thousands of luggage trolleys at airports nationwide.
In addition, the company operates a system of three prominent Skyled screens along the Saigon River in TP HCM and 80 LED systems on Vo Nguyen Giap Street (the section near Noi Bai International Airport, Hanoi).
All locations are planned based on traffic density and travel behavior, helping businesses reach millions of people daily. The system also allows for flexible short-term broadcasts aligned with specific campaigns, suitable for the communication characteristics of the FMCG industry.
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Saigon Skyled contributes to increasing brand recognition. Photo: Bizman |
Saigon Skyled contributes to increasing brand recognition. Photo: Bizman
Bizman Media also collaborates with the FMCG community as a comprehensive media partner, from strategy consulting and digital implementation to content production and performance measurement. This allows brands to build a consistent image, both outdoors and digitally, rather than running disjointed campaigns.
"With our combined capabilities of OOH advertising infrastructure and comprehensive media services, we aim to open up opportunities for deep and effective market reach, becoming the key for FMCG brands to affirm their position and increase their long-term competitive advantage in a volatile market," a Bizman Media representative added.
Dong Ve
