Vie BOARD, a Joint Venture by DOCOMO and DatViet Group, Launches DOOH Operations in Ho Chi Minh City

NTT DOCOMO, INC. announced that Vie BOARD CORPORATION (Vie BOARD),^*1 a joint venture established by DOCOMO and Vietnam’s DATVIETVAC GROUP HOLDINGS and DATVIETOOH CORPORATION, will begin operating its own digital signage network in Ho Chi Minh City on May 1.^*2 The company will install digital signage across the city and launch Digital Out-of-Home (DOOH) advertising services.

DOCOMO will support the project by providing estimated audience data, such as viewer numbers and demographic attributes, calculated using its proprietary DOCOMO Data Science technology.

This marks DOCOMO’s first entry into the overseas DOOH business, and it is also the first time Vie BOARD has operated its own digital signage assets.

To expand DOOH services internationally, DOCOMO has developed DOCOMO Data Science, a technology that uses overseas GPS data ^*3 to accurately estimate audience size and demographics, such as gender, age and interests, enabling targeted delivery and effectiveness measurement. In August 2024, DOCOMO and DatViet Group established Vie BOARD to promote DOOH business development in Vietnam.

Vie BOARD has made a proposal to the government offices of Ho Chi Minh City for using digital signage within the city for cultural promotion and will begin installing its signage on May 1. The first 10 screens will be placed inside Ho Chi Minh City Metro Line 1 stations, with DOOH operations launching concurrently.

DOCOMO will leverage DOCOMO Data Science and its proprietary algorithms to analyze DOOH viewer numbers and user attributes, and to analyze internationally standardized audience measurement data compliant with global OOH measurement guidelines.^*4 Based on the estimated data and analysis provided through DOCOMO Data Science, Vie BOARD will enable more impactful DOOH advertising than conventional DOOH.

The first 10 digital signages will be installed in four of the busiest stations among the 14 total stations on Ho Chi Minh City Metro Line 1, which began service in December 2024. The digital signage is being installed in areas with the highest expected foot traffic within each station, such as near the ticket gates, and will contribute to increasing brand awareness for advertisers.

Details of the DOOH installations in Ho Chi Minh City are provided in the appendix.

Through Vie BOARD, DOCOMO will continue supporting Vietnam’s digital transformation and maximizing DOOH advertising effectiveness using DOCOMO Data Science.

1. For the press release on the establishment of Vie BOARD, please see:
   https://www.docomo.ne.jp/english/info/media_center/pr/2024/0729_00.html
2. The operational start date is subject to change.
   
   
3. The GPS data is aggregated and used solely for statistical analysis, and it does not identify any individual user.
   
   
4. Visibility Adjusted Contact (VAC), an impression metric recommended in the New Global Guidelines for OOH Audience Measurement published by the World Out of Home Organization, the world’s only global OOH industry body. VAC represents the number of ad viewers adjusted by visibility, based on visibility-rate studies.
   
   https://www.worldooh.org/news/audience-measurement-global-guidelines

About NTT DOCOMO

NTT DOCOMO, Japan’s leading mobile operator with over 91 million subscribers, is one of the global leaders in 3G, 4G and 5G mobile network technologies.

Under the slogan “Bridging Worlds for Wonder & Happiness,” DOCOMO is actively collaborating with global partners to expand its business scope from mobile services to comprehensive solutions, aiming to deliver unsurpassed value and drive innovation in technology and communications, ultimately to support positive change and advancement in global society.

https://www.docomo.ne.jp/english/

Appendix

DOOH Installations in Ho Chi Minh City

1. Launch Date

May 1, 2026 (tentative)

2. Overview

Digital signage will be installed across Ho Chi Minh City, with advertising delivered based on audience data estimated using DOCOMO Data Science. Operations will begin sequentially from May 1 at the following 10 locations.

Location - Number of Screens - Start Date:

HCMC Metro Line 1 - Ben Thanh Station - 5 screens - May 1, 2026

HCMC Metro Line 1 - Opera House Station - 2 screens - May 1, 2026

HCMC Metro Line 1 - Ba Son Station - 2 screens - May 1, 2026

HCMC Metro Line 1 - Suoi Tien Terminal Station - 1 screen - May 1, 2026