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Vietnam Mobile App Advertising & Monetization Report - Holiday Season 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
•VN MOBILE APP ADVERTISING & MONETIZATION REPORT - HOLIDAY SEASON 2018 is a special edition, focusing on Vietnamese mobile behavior, mobile apps ads market, and app monetization during the most dynamic time of year to Vietnamese people, the Lunar New Year Holiday.
•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, số liệu và xu hướng của ngành quảng cáo di động dịp Tết (bao gồm tổng quan thị trường di động và quảng cáo di động Việt Nam, các số liệu chuyên ngành như CPI, doanh thu quảng cáo eCPM…)
•Là kì nghỉ dài và quan trọng nhất với người Việt, Tết Nguyên Đán là thời điểm ảnh hưởng sâu rộng nhất đối thị trường quảng cáo số và quảng cáo di động Việt. Ngân sách quảng cáo tăng, tỉ lệ chuyển đổi cao, doanh thu quảng cáo, đặc biệt là quảng cáo trong ứng dụng cũng tăng trưởng vượt trội.
•Tin rằng, đây sẽ là tài liệu hữu ích đối với các nhà lập trình, phát triển (Developer), xuất bản và phát hành (Publisher) ứng dụng di động, và cả những người làm mobile marketing.

• 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: Mobile

Vietnam Mobile App Advertising & Monetization Report - Holiday Season 2018

  2. 2. OUTLINE 00 SUMMARY & TAKE-AWAYS Part 01 OVERVIEW Vietnam Mobile Landscape Vietnam Mobile Activities During Holidays Part 02 VIETNAM MOBILE ADS & MOBILE APP MONETIZATION Mobile Ads Spending, The Lunar New Year Mobile Ads Revenue, by devices, ads format, and countries/territories Part 03 HIGHLIGHTS Holiday Seasons, International Markets
  3. 3. TAKE-AWAY  The Lunar New Year Holiday (Vietnamese Tet Holiday) is the most dynamic period of the year for Vietnamese mobile players, and has a big influence on advertising activities as impressive amounts of mobile revenue are generated during this time.  During this longest holiday period in APAC in which people take off around a week from work or school, massive amounts of mobile ads budgets from advertisers all around the world are spent in China and Vietnam.  In Vietnam, 10 days prior to the Tet Holiday is a highly effective period to execute mobile app user acquisition campaigns.  During the Lunar New Year Holiday, mobile in-app ads revenues (eCPM) in Vietnam surpassed those in highly developed mobile markets like Japan and South Korea. During the Lunar New Year Holiday, mobile in-app ads revenue (eCPM) in Vietnam surpassed those in highly developed mobile markets like Japan, and South Korea. As many Vietnamese mobile publishers have seen huge successes in foreign markets such as in the US or Australia, big global holidays and occasions other than the Lunar New Year should also be taken into consideration.
  4. 4. Vietnam Mobile Overview Vietnam mobile landscape snapshot Population 95.6M (2018) Mobile Users 73% Smartphone Users 42% (of total adult population) (of total population) Social Mobile Users 50M Social Mobile Users 52% (of total adult population) Source: We are social, Google, Nielsen (2018)
  5. 5. Key Public Holidays in Vietnam The following days have particular influences on mobile usage behavior and mobile ads activities The Lunar New Year Reunification Day & International Labour Day 06 – 14 Feb 2016 26 Jan – 1 Feb 2017 14 – 20 Feb 2018 2 – 10 Feb 2019 New Year’s Day Independence Day JAN APR MAY SEP 1 30 1 2 • During these public holidays, people nationwide get days off from work/school. • The Lunar New Year (Tet Holiday in Vietnam) is the most important celebration in Vietnamese, Chinese, and South Korean cultures. • The Lunar New Year is the longest holiday and has the biggest impact on Vietnamese mobile usage and mobile ads activities.
  6. 6. Vietnam App Store Downloads (Lunar New Year) Daily number of apps downloaded & installed by mobile users in Vietnam - 500 1,000 1,500 2,000 16-Jan 18-Jan 20-Jan 22-Jan 24-Jan 26-Jan 28-Jan 30-Jan 01-Feb 03-Feb 05-Feb 07-Feb Tet Holiday (29th Dec – 5th Jan, Lunar Calendar) Year2017 0 500 1000 1500 2000 04-Feb 06-Feb 08-Feb 10-Feb 12-Feb 14-Feb 16-Feb 18-Feb 20-Feb 22-Feb 24-Feb 26-Feb Tet Holiday (29th Dec – 5th Jan, Lunar Calendar) Year2018Source: App Annie (Vietnam, 2017 - 2018). Note: Apple Store only • During the 1 month period around the 2016-2017 Lunar New Year (Tet Holiday) in Vietnam, the number of app store downloads hit its peak about a week before the holiday officially started. • During the 7 days of the 2017-2018 Tet Holiday, the 1st day of Lunar New Year witnessed the highest number of app downloads. However, the following day recorded a huge drop in the number of apps downloaded.
  7. 7. Top Downloaded & Installed App Categories, APAC (Lunar New Year) What categories of app wins APAC mobile users’ interest (2017-2018)? 0% 20% 40% 60% Cards Social & Communication Casual Tools & Utility Productivity Non-game Game Source: AppFlood Network, inMobi (APAC, 2015-2017) • During the 2017-2018, Lunar New Year Holiday, the most common type of app downloaded by mobile users in APAC was of Productivity, accounting for 42% of total downloads. • Gaming apps, including, Cards and Casual, had the highest influence on users’ app installation decisions.
  8. 8. Source: AppFlood Network, inMobi (APAC, 2015-2017) Top Popular App Categories, by Time Usage, APAC (Lunar New Year) During Lunar New Year, APAC mobile users spend most of their time on these types of app: Music & Video Entertainment Arcade Social & Communication Casual Photography Tools & Utility • Mobile users in APAC spend the most amount of time on entertainment, music and video apps during the 2017-2018 Lunar New Year. • Arcade (Gaming) and Social & Communication apps followed closely coming in at 2nd and 3rd. • Other notable categories that also made it to this list of most used apps were Casual (Gaming), Photography, and Tools & Utility.Non-game Game
  9. 9. Mobile Ads Spending, by App Categories How mobile ads budget was spent on the most popular app categories during holidays in APAC Source: Smaato (APAC, 2017 - 2018). Note: Gaming Ads Budget not included 0% 20% 40% 60% 80% 100% News Social Game Retails F&B Healthcare Media Automative Others • Generally, during various important public holidays, Game, Social and News apps were used very often by mobile users, which made their inventory valuable to advertisers. • Retail accounted for the biggest share of mobile ads within Social, and also the second biggest share within Game and News apps. • Healthcare products and services made up approximately 23% of mobile ads spending within News apps, but only accounted for a mere 4% share within the Game apps.
  10. 10. Mobile App Ads Spending Comparison, by Devices Advertising budget distribution & performance differences across operating system 39% 30% 31% 29% 49% 22% • Advertisers spent more ads budgets targeting Low-end Android devices than High-end Android and iOS devices. • Around half of the ads impressions were generated from Low-end to mid-range Android devices, leaving a smaller share of 29% and 22% to High-end Android and iOS smartphones, respectively. Source: Smaato, InMobi (2017 - 2018) Android Budget Android High-End iOS ADS SPENDING ADS IMPRESSION
  11. 11. Mobile App Ads Revenue Comparison, by Devices Indexed eCPM Gap, Android vs. iOS Source: Smaato (2017 - 2018) 0 40 80 120 160 iOS Android High- End Android Budget IndexedeCPM • Despite Android’s domination in ads spending and impressions, the iOS devices show higher indexed eCPM. • iOS produced 30% higher in-app ads revenue (eCPM) compared to Android. • If eCPM generated from Low-end Android devices is referred to as 100X, eCPM on High-end Android devices and iOS smartphones are 134X and 153X, respectively.
  12. 12. Source: Appodeal, Google, Smaato (2017 - 2018) Mobile App Ads Revenue Comparison, by Ads Format Indexed eCPM generated by different ads format Banner Native Interstitial Rewarded • Rewarded ranked 1st as the most profitable ads format, followed by Interstitial, Native, and Banner ads formats. • eCPM generated from Native ads were nearly double that of the Banner ads format. • Ranking 2rd, revenues from the Interstitial in-app ads format were 3- times higher than those of Native, and about 6-times higher than Banner ads formats.
  13. 13. Mobile Ads Request (Lunar New Year) Daily Mobile App Ads Request changes: Lunar New Year Holidays vs. Average Jan & Feb Days (APAC) Source: Smaato (APAC, 2017 - 2018) China +35% Vietnam +32% Taiwan +16% Singapore +14% • In APAC, the Lunar New Year is the busiest season of the whole year for mobile. Millions of people in countries like China, South Korea, and Vietnam spend lots of time playing games, watching videos, sharing personal statuses, or sending messages, mostly using mobile apps. • Chinese and Vietnamese mobile users, who can enjoy around a week off from work/school, tend to make up the greatest influential group for advertisers around the world during this period. • In China, the daily mobile ads requests for the 7 days off during the Lunar New Year in 2017 were 35% higher than the average January and February days. • Vietnam also experienced an impressive increase of 32% in daily mobile ad requests during those days, ranking 2nd out of countries that celebrated the Lunar New Year, followed by Taiwan (+16%) and Singapore (14%).
  14. 14. Mobile App Ads Revenue Comparison, by Countries (Lunar New Year) Indexed eCPM in some countries celebrating the Lunar New Year 0 200 400 600 800 IndexedeCPM Source: Appodeal, Smaato (APAC, 2017 - 2018) China Singapore Philippines Vietnam Malaysia South Korea • In APAC, during the Lunar New Year Holiday, China had the highest eCPM (in-app ads revenue). Vietnam ranked 4th, following Singapore and the Philippines on the list. • During this holiday, If indexed eCPM in South Korea is referred as 133X, eCPM in Malaysia, Vietnam, Philippines, Singapore, and China are 167X, 222X, 244X, 300X and 656X, respectively.
  15. 15. International Holiday Seasons Mobile Ads & App Monetization For Vietnamese mobile publishers targeting the international market  A large number of Vietnamese mobile app publishers have gone global and have seen great success in foreign countries over the last 2 years.  The Lunar New Year Holiday, therefore, might not be the only occasion to take into consideration for those publishers looking to go global.  Let’s take a look at Part 3 to figure out what Vietnamese publishers are doing well, and take note of the situations in foreign markets.
  16. 16. Top Foreign Markets for Vietnamese Publishers By Google Play & iOS Downloads US 11% Russia 5% Philippines 3% Brazil 8% India 13% Indonesia 6% Mexico 5% Argentina 2% Turkey 5% Source: Google (2017) • In 2017 - 2018, among top international markets, the highest downloads of apps made by Vietnamese publishers came from India and the US, capturing 13% and 11% of total international downloads, respectively. • Other countries in the list of top foreign markets for Vietnamese mobile apps with respect to downloads included Brazil (8%), Indonesia (6%), Russia (5%), Turkey (5%), Mexico (5%), the Philippines (3%), and Argentina (2%).
  17. 17. Top Foreign Markets for Vietnamese Publishers By Google Play & iOS Overall Revenue Source: Google (2017) US 20% Australia 5% Germany 3% Thailand 3% South Korea 3% Japan 3% • With respect to revenues, the US was the most profitable market for Vietnamese mobile app publishers, accounting for 20% of total international revenues in 2017 - 2018. • Australia came second with 5% of the share of foreign revenues, followed by Germany, Japan, South Korea, and Thailand.
  18. 18. Cost-Per-Install Statistics (Christmas & New Year) CPI in some international markets of Vietnamese publishers, celebrating Christmas & New Year as Official Public Holiday $0.00 $1.00 $2.00 $3.00 $0.00 $0.50 $1.00 $1.50 $2.00 Source: Chartboost (2018) US Brazil Germany Australia Philippines • The US, Australia, Germany, Brazil, and Philippines were some of the top foreign markets for Vietnamese mobile apps in term of downloads and revenues where Christmas and New Year are official public holidays. • During this holiday period, the US led the whole world in CPI (with $1.50 on Google Play and $2.30 on Apple Store). • The Philippines, a Southeast Asian country, had quite an impressive CPI on the Android platform with $1.11, though CPI on the iOS platform was around just $0.3.
  19. 19. Average Mobile App Ads Revenue Comparison Indexed average eCPM of top foreign markets for Vietnamese publishers Source: Appodeal, Smaato (APAC, 2017 - 2018) 0 400 800 1200 1600 2000 US Australia South Korea Japan IndexedeCPM • The US, Australia, South Korea, and Japan were 4 out of the 6 aforementioned countries that brought the highest amount of revenues to app publishers from Vietnam. • The US overwhelmingly led the world in eCPM. • Among the 3 other countries, if eCPM in Japan is referred as 100X, eCPM in South Korea, and Australia are 166X and 464X, respectively.
  20. 20. BONUS: US Mobile Ads Revenue, Unofficial Holidays (1) Important days that Vietnamese mobile publishers should take into consideration • The US is a massive international market for app publishers from Vietnam in terms of both app downloads and revenues. Thus, knowing what drives American people’s attention is important for Vietnamese publishers. • The Super Bowl, the annual championship game of the National Football League (NFL) is the biggest unofficial American national holiday. • The Super Bowl is a prime time to reach engaged users and drive conversions. Even while watching the game, people still share and check statuses, chat with friends, order food, etc. via their smart devices. • It was reported that ads spending and eCPM in the US on Super Bowl Sunday increased by nearly 300% and 50%, respectively. Source: Smaato (APAC, 2017) 0 100 200 300 400 Super Bowl (1st Sunday of Feb) IndexedeCPM
  21. 21. BONUS: US Mobile Ads Revenue, Unofficial Holidays (2) Important days that Vietnamese mobile publishers should take into consideration 100 140 180 IndexedeCPM • Black Friday, which was on November 24 in 2017, was the highest ad spending day of the year in the US, in which daily average spending increased by 32%. • The shopping season also contributed to the increase of average eCPM in the US in November, which was 30% higher than in October. Source: Smaato (APAC, 2017) 31 Oct (Halloween) 24 Nov (Black Friday)
  22. 22. Vietnam Digital Ads Ecosystem
  23. 23. Vietnam Mobile Ecosystem
  24. 24. Vietnam Programmatic Mobile Ads Ecosystem