Japanese mobile operator NTT DOCOMO has flagged that Vie BOARD CORPORATION (Vie BOARD), 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.

The company said it will install digital signage across the city and launch Digital Out-of-Home (DOOH) advertising services.

The first 10 screens will be placed inside Ho Chi Minh City Metro Line 1 stations, with DOOH operations launching concurrently. 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.

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 DOOH measurement guidelines.

DOCOMO said it 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 to accurately estimate audience size and demographics, such as gender, age and interests,” enabling targeted delivery and effectiveness measurement,” said NTT DOCOMO.

In August 2024, DOCOMO and DatViet Group established Vie BOARD to promote DOOH business development in Vietnam.