In recent years, Southeast Asia has become a hot region for global brands looking to expand their visibility. Among the many advertising channels available, out-of-home (OOH) advertising remains one of the most reliable ways to reach mass audiences in public spaces. Three countries that often dominate strategy discussions are Indonesia, Thailand, and Vietnam. This article compares the key factors that influence OOH advertising return on investment (ROI) in each market, helping global brands identify where to focus next.

1. Market Size & Urban Population

A. Indonesia

As the world’s fourth most populated country, Indonesia offers unparalleled audience scale. Major cities like Jakarta, Surabaya, and Bandung boast heavy traffic and high public mobility, making billboard and digital signage campaigns very impactful.

B. Thailand

Although smaller in population, Thailand enjoys high urbanization. Bangkok is highly attractive to international brands thanks to its strong consumer purchasing power. However, premium locations come at a high cost.

C. Vietnam

Vietnam is one of the fastest urbanizing countries in Asia. Ho Chi Minh City and Hanoi are the key markets, offering young, dynamic, and aspirational audiences. OOH costs are generally lower here, but audience measurement tools are less mature.

2. Production & Media Rental Costs

Indonesia offers wide availability of inventory, but rates for Grade-A locations are rising quickly. Thailand requires a larger investment to penetrate its most coveted areas. Vietnam provides cost-friendly alternatives, though digital inventory remains limited.

3. Local Audience Behavior

• Indonesia: Responds well to bold visuals and localized messaging. High social media adoption creates strong OOH-to-digital amplification.
• Thailand: Audience appreciates premium brand presence. Long-term visibility in prime areas builds strong equity.
• Vietnam: Urban youth is the core target. Unique and creative content tends to go viral quickly.

4. Regulation & Licensing

• Indonesia: Regulations vary by city, with some regions limiting billboard density and size.
• Thailand: Bangkok enforces strict aesthetic and spacing guidelines. Approval processes can be slow.
• Vietnam: Regulatory landscape is still developing; typically more flexible, but subject to rapid policy changes.

5. ROI Evaluation

1. For maximum mass reach:

Indonesia delivers the highest ROI, powered by its large-scale population and digital synergy.

2. For premium brand positioning:

Thailand remains strong, especially in the heart of Bangkok.

3. For cost-efficient creativity:

Vietnam is the ideal testing ground, offering agile campaigns on a lower budget.

6. ROI Optimization Tips for Brands

• Combine OOH + online using QR codes/landing pages
• Localize visuals and copy for emotional resonance
• Pilot creative ideas in Vietnam before expanding wider
• Utilize data-driven DOOH in Indonesia and Thailand
• Avoid peak local holiday seasons to reduce rental spikes

Conclusion

For global brands seeking scale, Indonesia remains the top choice for large reach and ROI, supported by its massive population and strong digital amplification environment. Still, the most effective approach is often a layered strategy: start experimental in Vietnam, build prestige in Thailand, and execute major-scale rollouts in Indonesia.