Goldsun Media, in collaboration with Cốc Cốc, officially releases the report “From Attention to Action: How OOH Triggers Online Behavior Among Vietnamese Consumers”, providing in-depth insights into the role of Out-of-Home advertising (OOH/DOOH) in the modern consumer journey, from capturing attention and stimulating information searches to influencing purchase intent and behavior.
The report examines OOH/DOOH not only in terms of reach and its ability to capture attention, but also focuses on an increasingly important question for brands: What do consumers do after seeing an outdoor advertisement? From searching for information, checking prices, reading reviews, and visiting social media to developing purchase intent and making purchases, the report highlights the potential of outdoor advertising to serve as a starting point for consumers’ online behaviors.
Combining user data with real-world DOOH market data
The report is based on an online survey of 1,889 respondents nationwide, conducted from July 2026 to August 2026, combined with data from the Cốc Cốc ecosystem of 30.5 million users.
The study also uses Goldsun Media’s LED advertising market tracking data from urban and airport DOOH networks nationwide, collected between June 2025 and June 2026 at a frequency of once every two weeks.
The combination of user behavior data and real-world market data enables the research to go beyond advertising visibility and examine the entire consumer journey from awareness to action. This provides an additional reference base for brands, agencies, and industry players when planning OOH/DOOH strategies.
Exploring the offline-to-online journey of Vietnamese consumers
As the customer journey becomes increasingly intertwined between the physical and digital worlds, the report focuses on four key aspects: OOH/DOOH exposure and awareness; the ability to trigger online behavior; purchase intent and conversion; and consumers’ barriers and expectations regarding outdoor advertising.
The study offers a broader perspective on the role of OOH/DOOH throughout the customer journey—from a touchpoint on the street to subsequent actions across Search, Social Media, E-commerce, and other Online platforms.
OOH/DOOH remains a high-frequency touchpoint
The research findings show that outdoor advertising continues to be a frequent presence in the daily journeys of Vietnamese consumers. 69% of respondents said they encounter outdoor advertising at least once a day. The percentage who see it multiple times a day reaches 41% among those aged 18–24 and 44% among those aged 25–34.
Intersections, roundabouts, and major roads remain the most prominent exposure points, with 63% of respondents saying they frequently encounter advertising at these locations. Building facades and areas around office buildings and apartment complexes follow at 59%.
Among outdoor advertising formats, large-format LED screens (Digital OOH) lead in recall at 36%, higher than low-level advertising displays (27%), traditional static billboards/panels (24%), and transit advertising (13%). Notably, the figure reaches 40% among those aged 18–24, highlighting the appeal of dynamic visual experiences to younger consumers.
78% have searched for information after seeing outdoor advertising
One of the study’s most notable findings is the connection between OOH/DOOH and online behavior. According to the survey, 78% of those who pay attention to OOH/DOOH said they have searched for additional information after seeing an outdoor advertisement. This figure reaches 82% among Millennials aged 25–34.
Search engines are the primary bridge between offline and online environments: 62% of respondents choose to directly type keywords or brand names into Google, Cốc Cốc, and other search engines. Social media follows at 44%, while 40% go directly to e-commerce platforms and 25% use their phones to scan QR codes on advertisements.
When looking for more information about a product after OOH/DOOH exposure, product/service pricing is the most sought-after information at 50%. Promotions and customer reviews both stand at 43%, followed by brand stories, credibility, and origin at 40%.
From brand awareness to purchasing behavior
The study also records the impact of OOH/DOOH at deeper stages of the customer journey. 89% of respondents said their interest in a brand increases after seeing outdoor advertising; 73% agree or somewhat agree that appearing on billboards or large LED screens enhances a brand’s credibility and status.
Notably, 51% of respondents said they had purchased a product or service after seeing OOH/DOOH advertising within the past three months. The highest purchase rate was recorded among those aged 25–34 at 59%, followed by those aged 45 and above at 57%.
These findings show that the role of OOH/DOOH is expanding from a channel for building reach and awareness into a touchpoint that triggers subsequent behaviors such as searching, evaluating, visiting e-commerce platforms, and making purchases.
OOH in the digital era: from “capturing attention” to “driving action”
The report also indicates that the future effectiveness of OOH/DOOH will increasingly depend on its ability to connect physical environments with digital platforms.
49% of respondents consider minimalist designs combined with a hotline or short, easy-to-remember instructions to be an effective format for encouraging Offline-to-Online interaction; 41% choose QR codes linked to exclusive discount vouchers, while 40% are interested in advertisements that provide directions and distance information to the nearest store.
Conversely, mobility remains the biggest barrier to advertising exposure: 49% of those who pay little or no attention to OOH/DOOH said they need to focus on driving; 20% are distracted by mobile phone use, while unappealing content and excessive text are also reasons why advertisements are overlooked.
Consumer expectations for outdoor advertising are also changing significantly. 52% want OOH/DOOH to be more creative, 46% expect more useful content, and 40% want advertising to be less visually cluttered. According to the report, OOH/DOOH in the future needs to move beyond simply “capturing attention” toward “delivering value” to audiences.
An additional data reference for the OOH industry
The research findings show that the boundary between outdoor advertising and Digital is becoming increasingly blurred. When connected with search, social media, e-commerce, QR codes, and relevant forms of interaction, OOH/DOOH not only creates a presence in public spaces but also has the potential to become a trigger that moves consumers from attention to specific actions in the digital environment.
Through the report “From Attention to Action: How OOH Triggers Online Behavior Among Vietnamese Consumers,” Cốc Cốc and Goldsun Media aim to provide an additional source of reference data for brands, agencies, and organizations operating in the media and advertising industry as they develop OOH/DOOH strategies in an increasingly omnichannel consumer landscape.
For Goldsun Media, co-conducting the research also aligns with its direction of developing data-driven OOH/DOOH, contributing practical insights for brands and the industry community when selecting audiences, touchpoints, content, and approaches to connecting OOH with the Digital ecosystem.
View the full report: “From Attention to Action: How OOH Triggers Online Behavior Among Vietnamese Consumers”
