How do Vincom Retail, Vietjet and many other chains increase advertising revenue?

Experts and businesses believe that not only are these stores a point of sale for media products, but they also have the potential to become profitable "advertising channels" if properly exploited.

Speakers shared insights on optimizing advertising revenue streams at the July 25th seminar - Photo: TRUONG LINH

Speaking at the "Optimizing Advertising Cash Flow for Retail Chains" workshop on July 25th, within the framework of Vietnam Ad & Fun 2025, Mr. Nguyen Quang Nhut - Vice Chairman of the Ho Chi Minh City Advertising Association - stated that outdoor advertising (OOH) is an effective form of advertising that allows businesses to target specific audiences because it is easily seen while people are on the move.

The chain could earn millions of dollars through advertising partnerships.

When combined with the advantages of large chain stores, such as convenient locations or high foot traffic, these chains can absolutely turn this into a profitable channel.

In fact, many retail chains and convenience store chains have utilized TVs or in-store spaces to sell advertising services.

"This method allows the chains to advertise their internal operations while simultaneously expanding their network and increasing revenue. Importantly, this advertising approach reaches the specific customer segment that the business desires," Mr. Nhựt added.

It is estimated that a store or restaurant in a prime location can generate between 1 and 2 billion VND per year per advertising space. Furthermore, for coffee chains with over 1,000 stores, revenue from advertising partnerships can easily reach 2 to 4 million USD per year.

Leverage unique advantages.

Sharing more with Tuoi Tre Online about revenue from advertising activities at the retail chains, Ms. Do Le Anh - Head of Advertising Business Department of Vincom Retail JSC - said that Vincom Retail has recently also set out some directions to make advertising one of its main revenue sources.

She stated that the annual target for advertising revenue is 3% of total revenue. "This figure isn't high, but when considered in relation to the overall revenue, it's significant, indicating the potential and effectiveness of generating profit from this source," she explained.

Sharing the same view, Ms. Nguyen Thi Thanh Dung - Head of Advertising Sales at Vietjet Aviation Joint Stock Company - said that Vietjet is currently optimizing all communication channels and maximizing revenue from advertising: social media platforms, websites, onboard advertising, magazines, etc.

Accordingly, Ms. Dung believes that each chain or store has different advantages such as location, customer base, etc. Stores can leverage these to create a new source of revenue.

Besides the potential, many speakers at the conference also pointed out some initial difficulties that chains may face, such as: legal issues, pricing, lack of customers, implementation costs, and synchronization of premises...

Nevertheless, experts at the conference assessed that, given the current context and development potential, expanding revenue streams from outdoor advertising could become a promising direction, especially for companies with extensive touchpoint networks.

According to the latest data from Compass Report, the total revenue of outdoor advertising (OOH) in Vietnam is projected to reach approximately US$320 million in 2024. In Ho Chi Minh City alone, the total value of occupied billboards in Q2 2025 exceeded US$16 million, with an occupancy rate of 73%, continuing to lead in terms of scale and speed of LED advertising deployment, especially with the trend of utilizing metro lines opening up new growth opportunities for the industry.

Truong Linh

Source: https://tuoitre.vn/vincom-retail-vietjet-va-nhieu-chuoi-tinh-tang-manh-doanh-thu-tu-quang-cao-the-nao-20250725173613078.htm