Top 10 Digital Ad Spending Channels in Vietnam (2026)

Vietnam's digital advertising landscape is evolving swiftly, driven by increasing internet penetration and smartphone usage. In 2026, businesses are diversifying their ad spend across multiple channels to reach a broader audience.

1. Social Media Advertising

Social media platforms account for 45% of Vietnam’s digital ad spend in 2026, driven by platforms like Facebook, TikTok, and Zalo, with a 12% growth rate since 2023.

2. Search Engine Marketing (SEM)

SEM captures 25% of the ad budget, with Google dominating the market, and a 10% increase in investment reflecting heightened competition for search visibility.

3. Video Advertising

Video ads now represent 10% of total digital ad spend, fueled by TikTok and YouTube, growing at 15% annually as brands leverage engaging visual content.

4. Display and Programmatic Ads

Display ads account for 8% of ad spending, with programmatic buying expanding rapidly, showing a 20% increase since 2023.

5. E-commerce Platform Advertising

E-commerce advertising makes up 5% of the total, with platforms like Shopee and Lazada investing heavily to capitalize on Vietnam’s booming online shopping market.

6. Influencer Marketing

Influencer marketing represents 4% of the ad spend, growing at a compound annual growth rate (CAGR) of 18%, especially on Instagram and TikTok.

7. Mobile App Advertising

Mobile app advertising accounts for 3% of digital ad spend, with significant investments in gaming and lifestyle apps, growing 14% annually.

8. Affiliate Marketing

Affiliate marketing holds 2% of the total budget, with a 9% growth driven by e-commerce and online service sectors.

9. Email Marketing

Email marketing remains steady at 1.5% of ad spend, with continued investment in personalized and automated campaigns.

10. Content Marketing

Content marketing accounts for 1% of the digital ad budget, with brands focusing on native content and sponsored articles to engage audiences.

Conclusion

Vietnam’s digital ad landscape in 2026 is characterized by rapid growth in social media, video, and mobile advertising channels. Businesses that adapt to these trends will be better positioned to connect with Vietnam’s increasingly digital-savvy consumers.

Frequently Asked Questions

Q: What is the fastest-growing digital ad channel in Vietnam in 2026?

A: Video advertising is the fastest-growing channel, expanding at 15% annually as brands leverage engaging visual content on platforms like TikTok and YouTube.

Q: How much of Vietnam’s digital ad spend is allocated to social media?

A: Social media advertising accounts for 45% of the total digital ad spend in Vietnam in 2026, making it the dominant channel.

Q: Are e-commerce platforms a significant part of digital advertising?

A: Yes, e-commerce advertising comprises 5% of the total digital ad spend, reflecting Vietnam’s expanding online shopping market.

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All statistics are 2026 estimates and projections based on industry trend analysis.