Ho Chi Minh City (HCMC) of Vietnam needs to make comprehensive zoning plans for the advertising industry and create mechanisms to facilitate its development, a seminar heard on Wednesday.
Nguyen Trung Minh of the HCMC Institute for Development Studies said the city’s advertising industry has a long history and has always led the country in terms of new development trends and growth. Vietnam News reports.
There are no official figures on the advertising industry’s revenues, but market research organizations estimate them at US$1 billion with HCMC accounting for 30 per cent, he said.
Under the national strategy for the development of the cultural industry by 2020, the Government has set a revenue target of $1.5 billion from advertising by 2020 and $3.2 billion by 2030, he said.
But the industry, especially the outdoor advertising segment, has faced difficulties due to overlapping regulations and lack of zoning plans.
Nguyen Quang Nhut, Head of the Outdoor Advertising Club in HCMC, said demand for outdoor advertising is high, but the lack of zoning plans has stymied its development.
It usually takes much time for firms to get permits for outdoor advertisements and the city should consider simplifying the process, Nhut said.
“Currently customers do not run the same advertising campaign for one or two years as they did previously, and their ad campaigns usually last only a few months.”
According to Nhut, to develop the industry, the city must have zoning plans. Our advertising technology is not inferior to that of foreign countries, but a lack of zoning plans has prevented the industry’s development.
“In the zoning plan, the city should spell out how many outdoor advertisements will be allowed in a certain area rather than regulate where they are placed. This will make it easier for advertising firms.”