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Vietnam Digital Advertising Report (H1, 2018)


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•Please leave your email in Comment Box to receive The Official Version from ADSOTA
•Vui lòng để lại email bên dưới để nhận được bản chính thức từ ADSOTA
•The report delivers an in-depth look at Vietnam digital advertising, including Internet user insights, digital ads statistics and trends during first 6 months of 2018 that Marketers and Advertisers may find very helpful.
•ADSOTA is very pleased to share it with you. Hope that you can make full use of these information for yourselves and your organization's particular purpose.

• An advertising company under Appota Group.
• The first & only Facebook gaming agency in Vietnam
• Joint venture partner of TNK Factory (of Kakao Group)
• Collaborative partner of Google, executing AppotaX project for mobile publishers to leverage app traffic and maximize in-app ads revenue.
• Facebook Gaming Creator Program’s MCN in Vietnam
• Member of Mobile Marketing Association (MMA)

• Third Party Accreditation:
-Google's Fastest Revenue Growth Channel Partner in SEA
-Top 1 Facebook Ads Team For Game/App In APAC.
-Top 10 SMB Partner Of Google Network
-Top Non-gaming Media Source 2016 (By Appsflyer)
• ADSOTA xin gửi tới những thông tin về người dùng Internet Việt Nam, các số liệu và xu hướng về thị trường quảng cáo trực tuyến Việt Nam nửa đầu năm 2018.
• Tin rằng, đây sẽ là tài liệu hữu ích đối với các nhà quảng cáo, các doanh nghiệp cùng sản phẩm, dịch vụ, nhãn hàng đang hoạt động tại thị trường Việt Nam.

• Adsota là công ty con thuộc Appota Group
• Agency quảng cáo của Facebook trong mảng Game đầu tiên và duy nhất tại Việt Nam
• Đối tác liên doanh của TNK Factory (thuộc tập đoàn Kakao) - Hàn Quốc
• Đối tác chiến lược của Google, triển khai AppotaX – giải pháp gia tăng doanh thu quảng cáo di động trên nền tảng Ad Exchange
• Đối tác triển khai chương trình Gaming Creator duy nhất của Facebook tại Việt Nam
• Thành viên Hiệp Hội Mobile Marketing

•Thành tích nổi bật:
-Đơn vị chạy quảng cáo Game/App hàng đầu APAC do Facebook xếp hạng
-Đối tác của Google có doanh thu tăng trưởng nhanh nhất KV Đông Nam Á
-Top 10 đối tác SMB của Google Network
-Kênh quảng cáo hàng đầu cho app ngoài Game do Appsflyer bình chọn
Business inquiries:
Hotline (for Advertisers): (+84) 911 983 189
Hotline (for Publishers): (+84) 911 930 190

Published in: Marketing
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Vietnam Digital Advertising Report (H1, 2018)

  1. 1. Table of Contents Part 01 VIETNAM DIGITAL PROFILE Vietnam Digital Overview Internet & Social Behavior Part 02 VIETNAM DIGITAL INSIGHTS Digital & Mobile Ads Statistics Digital Ads Performance, by different Formats Digital Ads Strategies in different Industries Influencer Marketing: General Facts & Trends Part 03 HIGHLIGHTS What to remember about the 1st half of 2018
  2. 2. 01VIETNAMDigital Profile
  3. 3. Demographics Source: GSO, Decision Lab (2018) Population 96.5M(Jun 2018) Working Age +70% Generation Z (Born 1997-Present) 15%24% Urbanization 35% Female 50.5% Male 49.5% Urbanization 35% Female 50.5% Male 49.5% 24% Generation Z (Born 1997-Present) 15% Millennials (Born 1981 - 1996)
  4. 4. Digital Snapshot Source: We are social, Google, Nielsen, VNTA (2017 - 2018) Internet Users 67% (of total population) Unique Mobile Users 73% (of total population) SmartphoneUsers 43% (of total population) Active Mobile Social Users 52% (of total population) 3G & 4G Subscription 70% (of total mobile internet users) Average Internet Speed 24.7 | 20.3 Mb (Fixed Connection | Mobile Connection) Desktop Web Traffic | Mobile Web Traffic 73% | 24% Internet Users 67% (of total population) Desktop Web Traffic | Mobile Web Traffic 73% | 24% (Based on device’s share of web pages served to web browsers) Unique Mobile Users 73% (of total population) SmartphoneUsers 43% (of total population) Active Social Media Users 57% (of total population) Average Internet Speed 24.7 | 20.3 Mb (Fixed Connection | Mobile Connection) 3G & 4G Subscription 70% (of total mobile internet users)
  5. 5. In 2018, the number of Internet activities done on mobile phones surpass those done on desktops or laptops. Mobile friendly design remains one of the top concerns among marketers and developers. As people spend a lot of time on social networks and online videos, advertisers should consider setting budgets for paid ads and posts in these areas. Internet Behavior Source: Consumer Barometer (2017) Note: percentage of survey respondents 21% 18% 79% 36% 78% 66% 9% 5% 32% 12% 32% 28% Product Information Shopping Online Video Games Social Networks Search Engines Desktop Smartphone Everyday 94% At least once/week 6% At least once/month 0% Popular Internet Activities Everyday 94% At least once/week 6% At least once/month 0% Desktop Smartphone Personal Internet Usage Popular Internet Activities AVAILABLE IN FULL VERSION
  6. 6. Social Media Usage Source: GLOBALWEBINDEX (2018), survey-based Note: percentage of survey respondents 0% 20% 40% 60% 80% Top Social Platforms Top Messenger Platforms
  7. 7. Facebook Usage Source: GLOBALWEBINDEX (2018), survey-based 0% 5% 10% 15% 20% Can Tho Dong Nai Da Nang Hanoi Ho Chi Minh City 59MReach #7 Top Countries Ho Chi Minh City #4 Top Global Cities (Fb Audience Reach) Female 47% Male 53% Female 47% Male 53% 59MReach #7 Top Countries Ho Chi Minh City #4 Top Global Cities (Fb Audience Reach) 0% 10% 20% 30% 40% 50% 60% 70% Mobile Web Android iPad iPhone Computer Top Cities, by Facebook User Vietnam Facebook Users, by Device
  8. 8. Vietnamese women are more active on Facebook than men, with higher performance on every Facebook activity. For social media, brands should create suitable content targeting females to build effective campaigns. The median number of times the selected audience performed these actions on Facebook during a 30 day period (survey-based) Facebook Usage Behavior Source: We are social, Facebook (2018) 0 3 6 9 12 15 Comments Post liked Posts shared Ads clicked Vietnam Facebook Activity, By Gender Vietnam Facebook Activity, By Gender AVAILABLE IN FULL VERSION
  9. 9. Generally, Vietnamese people first become aware of products/services most commonly through advertising on the Internet, with 43% of survey respondents, followed by Television and In-store Ads. The statistics show that digital advertising is becoming more vital and sustainable in branding strategy, including special forms of brand awareness such as top-of-mind awareness. First Touchpoints With Ads Source: Consumer Barometer (2017) Note: percentage of survey respondents Online TV In-Store Ads Newspaper/ Magazine Poster Email Direct Mail Radio 43% 24% 12% 6% 6% 2% 1% 1% Online TV In-Store Ads Newspaper/ Magazine Poster Email Direct Mail Radio 43% 24% 12% 6% 6% 2% 1% 1% AVAILABLE IN FULL VERSION
  10. 10. 02VIETNAMDigital Ads Insights
  11. 11. Vietnam digital ads spending increased from 131.4 million USD (13% of total media ads spending) to 215 million USD (18.4%) during the period between 2015 and 2017. It’s forecasted that mobile ads spending in Vietnam will keep growing gradually to 323.6 million USD, capturing about 23.6% of total media ads spending in 2020. Despite comprising a small portion of overall media spending such as directories, magazines, newspapers, out-of-home, radio and TV ads, digital advertising is on a steady rise and plays a more important role in marketing strategies. Digital Ads Spending Source: eMarketer (2018) $- $300 $600 $900 $1,200 $1,500 2016 2017 2018 2019 2020
  12. 12. Mobile advertising is on the rise, and will continue to play a more significant role in the near future. Vietnam mobile ads spending captured only 22.5% and 36.6% of total digital ads spending in 2016 and 2017, respectively. It is forecasted to grow to 64.7% in 2019 and 68% in 2020. Mobile Ads Spending Source: eMarketer (2018) 2016 2017 2018 2019 2020 2016 2017 2018 2019 2020  Mobile Ads Spending Share/Total Digital Ads Spending (Mobile Ads Spending: on mobilephones, tablets & other internet-connected devices, excluding MMS, P2P messaging-based ads)
  13. 13. The Fast-Moving Consumer Goods (FMCG) industry receives the biggest display ads budget (34.5% of total spending). Health & Pharmacy and Media & Entertainment come next with 15.5% and 10.1% of the total budget, respectively. Advertisers in automotive, retail, finance and travel industries also spend a small amount of ads budget on this format. by industry Display Ads Spending Source: Statista, 2018 FMCG Health & Pharmacy Entertainment & Media Automotive Retail Financial Services Travel 34.5% 15.5% 10.1% 5.1% 4.2% 3.6% 3.1%
  14. 14. Seconds ASIA-PACIFIC Source: Moat, Apr 2018, Asia-Pacific Display Ads Performance In terms of display format ad sizes, the 300x1050 and 160x600 are most dominant on the desktop platform, having the longest screen time amongst the Asia-Pacific audience. For mobile, the 160x600 and 320x250 are the most successful ad sizes with the longest views.0 10 20 30 40 160x600 300x250 300x600 728x90 970x90 970x250 300x1050 160x600 300x250 300x600 320x250 728x90 ASIA-PACIFIC
  15. 15. With respect to video, Vietnamese advertisers spend the highest budget on Retail (38%) and Food & Beverage (19%). They also consider video as an effective format to advertise products/services related to Health & Fitness??, Finance, Travel, Music & Entertainment, and Technology. Video Ads Spending Source: Statista (Dec 2017) by industries Retail 38% Food & Beverage 19% Health & Fitness 13% Finance 8% Travel 5%Technology4% Music & Entertainment 4% AVAILABLE IN FULL VERSION
  16. 16. Vietnam is one of the top countries where people are very likely to watch video advertising to completion on both desktop and mobile Platforms. The list also includes Australia, New Zealand, Japan, and 5 other Southeast Asian countries, namely Singapore, Malaysia, Thailand, Indonesia and Philippines. Regarding the mobile platform specifically, Vietnam, following Singapore, is the 2nd highest video-ads-completion-rate nation in Southeast Asia. Video Ads Completion Rates Source: Moat, Asia-Pacific (Jul 2018) Top Asia-Pacific Countries
  17. 17. On the mobile platform specifically, countries with the highest video ads viewability rate are Singapore (99%), Germany (98%), France (98%) and Vietnam (98%). Vietnam is one of 4 nations where mobile users are more willing to watch video ads on their mobile devices than anywhere in the world. Mobile Video Ads Viewability Source: Statista (2018) Germany 98% France 98% Vietnam 98% Singapore 99%
  18. 18. The data is based on social ad impressions worldwide measured during each quarter. It includes ad spending on Facebook native desktop and mobile ads, and the Audience Network, excluding Facebook Exchange and Instagram. Social Media Ads Metrics Source: Nanigans, Asia-Pacific (Jul 2018) $- $1.0 $2.0 $3.0 $4.0 $5.0 Q3-2015 Q4-2015 Q1-2016 Q2-2016 Q3-2016 Q4-2016 Q1-2017 Q2-2017 Q3-2017 Q4-2017 Q1-2018 Q2-2018 Cost per click (CPC) Cost per thousand (CPM) 0% 1% 2% 3% 4% Clickthrough rate (CTR) Asia-Pacific AVAILABLE IN FULL VERSION
  19. 19. Vietnam is recorded having the highest Instagram CPC in the world. The top 15 CPC countries also includes include Kenya, the US, Nigeria, Jordan, Norway, Qatar, the Republic of Korea, etc., which are illustrated in descending order in the chart. More than 50% of the list are developing markets. High CPC might partly be due to low quality, unattractive content or wrong target audiences. CPC Instagram Source: Nanigans, Asia-Pacific (Jul 2018) Top Global Countries
  20. 20. In Vietnam, email is not one of the top options for effective campaigns due to its low open rates, which remain under 50%, and especially low for Internet Marketing and Health & Beauty. However, email may somehow work in Education, Financial Services and Retail, because Vietnamese email recipients tend to pay more attention to these topics. Email Open Rates Source: Statista (Dec 2017) Internet Marketing Health & Beauty Travel Arts & Entertainment Technology & High Tech Agencies Retail Financial Services Education 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% by industries
  21. 21. Influencer Marketing Source: Vietnam Economy, Hiip (2018) Product Launches Brand Awareness Content Generation Community Building 0% 2% 4% 6% 8% 10% Engagement Rate Like Rate Share Rate Celebrities 1M+ followers Macro Influencers 250K - 1M followers Power Middle Influencers 10-250K followers Micro Influencers 1-10K followers Common Influencer Marketing Campaign Goals Fan reaction, by Influencer Category Groups AVAILABLE IN FULL VERSION
  22. 22. 03HIGHLIGHTS What to remember about H1, 2018
  23. 23. Social MediaHIGHLIGHT #1 Source: Statista (2018) 311,127427,446443,117562,455622,161789,8801,079,0311,096,6661,175,870 70,632,315 AustraliaVietnamBrazilIndiaCanadaMexicoUKIndonesiaPhilippinesUS Vietnam was one of 10 countries with the largest number of Facebook users whose data was improperly shared with Cambridge Analytica. Facebook took action with API restrictions which affected multiple Vietnamese digital & digital ads key players including Facebook Shop-related apps and third-party apps’ activities (chatbot, analytic tools, etc.).
  24. 24. Vietnamese InterestsHIGHLIGHT #2 Source: Google Trend (2018) What Vietnamese people paid attention to
  25. 25. Digital Ads & World Cup 2018HIGHLIGHT #3 Source: Buzz Metrics, Advertisingvietnam (2017 - 2018) Notes for Advertisers Content Formats for World Cup Season Posts 59% Video 23% News 8% Livestream (legal) 8% Images 1% Target Ads Audiences Age:18-24 Age:25-34 91% 9% 41% 56% Audience Interaction & Ads Impression Days Before Match Days After Match Effectiveduration to reach audiencesEffectiveduration to reach audiences
  26. 26. Vietnam Digital Ads Ecosystem Source: Statista (2018) Social Platform Adnetwork Live Streaming Platform eCommerce MCNs Facebook Agencies Social Listening AgencyTool
  27. 27. Advertising Company under Appota Group The First & Only Facebook Gaming Agency in Vietnam Joint-Venture Partner of TNK Factory (Kakao Group) in Vietnam Mobile Marketing Association Member ADSOTA APP MONETIZATION ADS SERVICE MEDIAMULTI-CHANNEL NETWORK OUR SERVICES
  28. 28. CONTACT US HEAD OFFICE: Building 11 (LE Building), Alley 71, Lang Ha St., Ba Dinh Dist., Hanoi, Vietnam Tel: (+84) 435 191 618 Hotline (for Advertisers): (+84) 911 983 189 Hotline (for Publishers): (+84) 911 930 190 Email: Fanpage: Twitter: Website: