Goldsun Media, in collaboration with Cốc Cốc, officially releases the report “The Role of Out-of-Home Advertising in the FMCG Shopping Journey,” providing in-depth insights into how OOH/DOOH influences consumers from exposure and ad recall to online search and purchase behavior.
Following the August 2026 report “From Exposure to Action: OOH Drives Online Behavior Among Vietnamese Consumers”, the new study focuses specifically on the fast-moving consumer goods (FMCG) sector – one of the categories with a high purchase frequency and a prominent presence across out-of-home advertising networks in Vietnam. The report draws on Cốc Cốc’s nationwide online survey combined with brand tracking data from Goldsun Media’s urban and airport LED screen networks over the period from June 2025 to June 2026.
FMCG Leads in LED Screen Visibility
Goldsun Media’s tracking data shows that FMCG has the highest share of visibility across outdoor advertising LED screen networks nationwide, accounting for 13.8%, while also ranking first in Ho Chi Minh City with a 13.2% share. The most commonly featured product categories include beverages, beer and alcoholic drinks, snacks, confectionery and packaged foods, personal care products, and dairy products.
This strong presence is accompanied by a significant level of public attention. According to the survey, 73% of respondents pay attention to out-of-home advertising for FMCG products, with the 25-34 age group recording the highest rate of frequent attention at 52%.
Notably, 55% of respondents who pay attention to FMCG OOH/DOOH advertising identify large-format digital LED screens as the format that leaves the strongest impression and is most memorable, ranking higher than low-level signage/screens, transit advertising, and static billboards.
From OOH Touchpoints to Online Behavior
One of the report’s key findings is the role of OOH/DOOH in extending the consumer journey from offline to online.
Among consumers who found FMCG outdoor advertising sufficiently impressive, 60% reported taking at least one online action afterward. Specifically, 30% searched for more information on search engines, 24% visited a website or landing page, 22% viewed reviews, and 19% accessed grocery shopping apps or e-commerce platforms.
The transition from “seeing” to “researching” also happens relatively quickly: 60% conduct a search on the same day, including 16% who take action immediately and 44% who look for more information when they have time during the day.
In addition, 33% of viewers went on to search for promotions, nearby points of sale, or access grocery shopping apps and e-commerce platforms; of these, 20% did so within the same day.
OOH/DOOH Goes Beyond Brand Awareness
The research also shows that outdoor advertising has a clear association with behaviors closer to the point of purchase.
As many as 82% of survey participants had actively sought to purchase FMCG products they had seen advertised outdoors.
In addition to actively seeking to purchase products, 67% said they had made an impulse purchase of an FMCG product because they were impressed by the advertisement, while 61% had tried a completely new FMCG product after being exposed to outdoor advertising. More frequent exposure to advertising was also associated with higher rates of impulse purchases and trial purchases.
From an overall perspective, 80% of respondents said that FMCG outdoor advertising had a positive impact to varying degrees; among them, 53% expressed purchase intent, including considering trying the product or wanting to purchase it when the opportunity arises.
Strategic Implications for FMCG Brands
The report shows that the effectiveness of OOH/DOOH depends not only on reach, but also on choosing the right timing, location, and content execution.
The 16:30-19:00 time slot is when consumers pay the most attention to FMCG advertising. Key touchpoints are concentrated in shopping malls, office buildings, and residential complexes; major roads, intersections, and roundabouts; and areas near supermarkets, markets, and convenience stores
In terms of creativity, the key factors driving purchase intent include clear promotional information and eye-catching product visuals, both at 45%, followed by impactful, memorable messaging at 40%.
Through this report, Goldsun Media and Cốc Cốc hope to provide an additional data source for FMCG brands in developing their communication strategies, particularly as OOH/DOOH is increasingly recognized not only as a channel for building awareness, but also as a touchpoint capable of directly connecting with consumers’ search and purchasing behaviors.
View the full report “The Role of Outdoor Advertising in the FMCG Shopping Journey”
