VIETNAM MOBILE APP ADVERTISING & MONETIZATION REPORT
AN ADVERTISING COMPANY
UNDER APPOTA GROUP

1. Vietnam & Global Mobile Market Outlook
Table Of Contents
ADSOTA's Vietnam Mobile App Advertising & Monetization Report is published
quarterly, offering key insights of mobile advertising landscape of Vietnam.
Take a look at some interesting items presented in Q2/2017 Report
2. Vietnam Mobile App Advertising Insights
3. Highlights Q2 2017

VIETNAM & GLOBAL
Mobile Market Outlook
1.

Source: Appota, StatCounter
Global Operation System Breakdown (Mobile & Tablet)
Vietnam Operation System Breakdown
4
0.2%
4.0%
73.1%
29.4%
26.7%
67%
Mobile
Tablet
- Android captures almost 73% of Global
Mobile OS market.
- Global Tablet OS market is dominated by
iOS, with 65% share.
- Vietnam experiences the same pattern with
Mobile and Tablet OS market dominated by
Android and iOS respectively.
70.2% 22.6% 7.2% (Others)
11.5% 30.1% 31.8% 17.1% 8.1%
Marshmallow
KitKat (4.4) Others
86% 11%
iOS 10 iOS 9 Earlier
Nougat (7.0-7.1.1) Lollipop (5.0-5.1)

Source: StatCounter, JFK | May 2017
Best Mobile Purchase First Half of 2017, by Brands
5
47.6%
23.2%
8.9%
3.0%
2.8%
2.7%
2.1%
1.7%
Vietnam Top Search Engine (Mobile & Tablet)
Vietnam Mobile & Tablet Browsers
VietnamTop Search Engine (Desktop)
VietnamDesktop Browsers
97.1% 1.27% 0.5% 0.5% 0.4%
89.1% 6.4% 1.8%2.3% 0.1%
30.8% 3.1%6.6%54.6% 2.0%
42.4% 35.5% 5.8% 3.7% 2.8%

Source: Statista, We are Social 2017
Vietnam Social Network Market Share
Vietnam Messenger/Chat App/VOIP Market Share
6
- Facebook is the most popular social media
platform in Vietnam, with around 35 million
users (70% of the country’s online community)
- Vietnam was ranked 7th among countries
with biggest number of Facebook users.
51%
51%
32%
22%
22%
14%
Facebook
Youtube
Google+
Instagram
Twitter
Linkedin
37%
30%
21%
18%
12%
12%
Fb Messenger
Zalo
Skype
Viber
Wechat
Line

Source: AppBrain, Apptrace, Lifewire, PocketGamer
Number Of Applications Available On App Stores
92.9%
7.1% Free
Paid
3.1M+
74.9%
25.1%
Free
Paid
2.2M+
37%
4.9%
9.8%
6%
8.3%
9%
25%
48%
5.2%
6.7%
7%
7.1%
8%
18%
Others
Tools/Utilities
Business
Entertainment
Lifestyle
Education
Games
7

Source: Applyzer (CH Play & Apple App Store) | Jul 2017
Top Overall Apps in Vietnam
FREE GROSSING
PAID
8
- Foreign Publisher are
dominating Vietnam
App Market, mostly with
Casual Game and
Utilities.
- Top 3 domestic game
publisher (VNG, VTC,
Gamota) all make
remarkable contribution
to Vietnam mobile
market.
- Money Lover is the
only app by Vietnamese
developers to be in paid
list of top overall apps.

Source: Applyzer
Top Grossing Apps in Vietnam, by Categories
9
85.7%
3.6% 1.8% 1.8% 1.1%
49.8%
8.1% 7.3% 5.0% 4.8%
 Games  Social/Networking/Communication  Photography  Tools/Utilities  Education  Productivity
- Game is the most profitable category of app on both CH Play & Apple App Store.
- Non-game apps capture very small shares in total number of top grossing apps.
- Among non-game apps, developers & publishers can get considerable profit from
Social/Networking/Communication, Education and Productivity apps on both App Stores.
- Photography apps have more opportunity to shine on Apple App Stores than CH Play

Vietnam Mobile Ecosystem
Publisher
Social Platform
Carriers
Media Events
Infrastructure
Forign Publishers Mobile Payment Live Streaming
Platform
10
Advertising
& Marketing

VIETNAM
Mobile App Advertising
Insights
2.

Solomon Islands
$4.00
Japan
$3.11
Australia
$3.09
Canada
$2.51
USA
$2.46
Australia
$3.68
Japan
$3.44
New Zealand
$3.13
USA
$3.59
Canada
$3.49
Source: Adsota, Chartboost | Jul 2017
Average Mobile Game CPI
12
Global Top Game CPI Countries

13
Source: Adsota, Chartboost | Jul 2017
Average Mobile Game CPI
Southeast Asia Game CPI
Cambodia
$0.58
$0.70
Brunei Darussalam
$0.32
$0.49
Indonesia
$0.38
$0.78
Malaysia
$0.48
$0.95
Myanmar
$0.60
$0.60
Philippines
$0.58
$0.76
Singapore
$1.38
$2.00
Thailand
$0.56
$0.72
Vietnam
$0.61
$0.71
Laos
$0.41
$0.54

Global Top Mobile Revenue Sources
31%
20%
5%
39%
2%
1% 1%
1%
Videoads
Displayads
Native ads
In- apppurchases
Paidinstalls
Subscriptions
mCommerce
Affiliate
Source: Summer 2017 AdColony Mobile Publishing Survey
14
- More than half of publishers'
revenue comes from advertising,
among which Video ads is the
most profitable source.
- Along with advertising, in-app
purchases highly contributes to
publishers' revenue.
- Other soures' contribution are
not very considerable.

Source: Summer 2017 AdColony Mobile Publishing Survey
*Percentage of surveyed mobile publishers
Global Most Effective Monetization Methods
Best User Experience Delivery
75%
63%
44%
32% 31%
26% 24% 22%
14% 14% 13%
6%
Rewarded
video ads
In-app
purchases
Interstitial
video ads
Playable ads Interstitial
payable ads
Native ads Banner display
ads
Preroll video
ads
Paid app
downloads
Paid
subscriptions
In-feed video
ads
Affiliate
87%
32% 32%
24% 24% 21% 17%
11%
Rewarded video ads Native ads Interstitial display ads Playable ads Banner display ads Interstitial video ads In-feed video ads Preroll video ads
15

Global Mobile Revenue: Games vs Other Apps
Other AppsGaming Apps
31%
19%
2%
43%
4%
1%
Video ads
Display ads
Native ads
IAP & mCommerce
Installs& Subscription
Affiliate
36%
30%
10%
21%
3%
Source: Summer 2017 AdColony Mobile Publishing Survey
16

eCPM Statistics in Vietnam
Ads Format: Banners
Source: AppotaX, Appodeal | 2017
17
$-
$0.10
$0.20
$0.30
$0.40
Jan Feb Mar Apr May Jun
Android
AdMob Smaato Facebook Google DFP
$-
$0.10
$0.20
$0.30
$0.40
Jan Feb Mar Apr May Jun
iOS

eCPM Statistics in Vietnam
Ads Format: Intestitials
Source: AppotaX, Appodeal | 2017
18
$-
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
Jan Feb Mar Apr May Jun
Android
AdMob Facebook inMobi Chartboost Google DFP
$-
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
Jan Feb Mar Apr May Jun
iOS

eCPM Statistics in Vietnam
Ads Format: Rewarded video
Source: Appodeal|2017
$-
$0.25
$0.50
$0.75
$1.00
$1.25
$1.50
$1.75
$2.00
$2.25
$2.50
$2.75
$3.00
Jan Feb Mar Apr May Jun
Android
Vungle (CPI) Unity Ads (CPI) AdColony (CPI) Chartboost (CPI) Tapjoy (CPI)
$-
$0.25
$0.50
$0.75
$1.00
$1.25
$1.50
$1.75
$2.00
$2.25
$2.50
$2.75
$3.00
Jan Feb Mar Apr May Jun
iOS
19

eCPM Statistics in Vietnam
Ads Format: Video
Source: Appodeal|2017
$-
$0.25
$0.50
$0.75
$1.00
$1.25
$1.50
$1.75
$2.00
$2.25
$2.50
$2.75
$3.00
Jan Feb Mar Apr May Jun
Android
Vungle (CPI) Unity Ads (CPI) AdColony (CPI)
$-
$0.25
$0.50
$0.75
$1.00
$1.25
$1.50
$1.75
$2.00
$2.25
$2.50
$2.75
$3.00
Jan Feb Mar Apr May Jun
iOS
20

Vietnam Programmatic Mobile Ads Ecosystem
Video-Oriented Ad Network
Ad Network Ad Mediation Demand-Side
Platform (DSPs)
Supply-Side
Platform (SSPs)
Ad Exchange Measure & Analytics
21

VIETNAM
Highlights Q2 2017
3.

Top Stories
SOS Alert for Search and
Map to keep people safe launch
Google Earth Voyager for
educational use launch
VR Ads experiment
and announcement
Google for Job feature launch
Photo Books launch
Google Assistant announcement
AutoDraw AI announcement
Youtube video available in VR
Verizon customer data
exposed in security lapse
China’s VPNs cracked down to
make Great Firewall stronger,
blocking Twitter & Facebook access
WannaCry & NotPetya
ransomware attacks
Bitcoin taking off as a new currency
Wikipedia’s "Wikitribune" launch
for fake news fighting purpose
Money Lover: CH Play Best App
Nominated (Google I/O 2017)
"Find Wi-Fi" feature launch
Facebook's Explore Feed
updated to reduce spam
Added filter in Messenger Group
Chat & new fun video features
Hundreds of users' accounts
deleted due to Instagram bug
GIFs available in comments
New Canvas Ads Template
Full-width ads for Audience Network
Games available in Messenger app
Facebook Spaces with
VR sharing with friends
New Mission updated "Give people
the power to build community and
bring the world closer together"
23

DFP Premium and Ad Exchange releases archive Q2, 2017
June 26
June 12
May 30
May 15
April 17
April 3
May 1
Improved notifications for programmatic
proposals, Training updates
Better Ads Standards, Personalized ads,
DFP notifications, and new Ad Exchange
sensitive category
Simulate video ad requests, Styling updates
for programmatic native, New targeting
options for native
Programmatic guaranteed, DFP reporting
dimensions (Size, Demand Channel),
new Ad Exchange Historical report type,
filter by specific creative template, identify and
override invalid advertisers with Deal Check
Add tracking URLs to Third Party, Custom,
and DoubleClick tag creatives (open beta)
Opportunities and experiments,
MRC accreditation labeling, Change history
for custom fields and key-values,
DFP and Ad Exchange reporting updates,
End date for Preferred Deals required
DFP Delivery Inspector, preview ads in-app,
filter users by permission, changes to "Ad
server unfiltered impressions" metric and
Data Transfer,
Flash deprecation update; Ad Exchange
impression counting methodology changes,
deprecation of Ad Network Optimization
24

Spotlight: Lifetime Value (LTV) Success
Source: Summer 2017 AdColony Mobile Publishing Survey
*Percentage of surveyed mobile publishers
0% 20% 40% 60% 80% 100%
Tutorial completion
Social login
Session frequency
Positive review
Average session duration
Early IAP
Retention
Maximize User
Quality for
User LTV
Maximization
User Acquisition
Strategy
Optimization
Onboarding
Process
Optimization
UI Improvement
Continuous
Interaction
with Users
Smart Push
Notifications
DeepLinking
App1 App2
User Quality Indicators
25
User retention, IAP behavior, and session duration are
the strongest indicators of user quality

Adsota is a mobile app marketing platform that provides
advertisers with the best solutions to achieve high ROI,
as well as publishers with monetization ways of earning
the highest revenue.
Adsota, as an Official Facebook Agency in Vietnam,
takes advertising further with smarter, more creative
and effective campaigns.
Since 2017, Adsota has become the exclusive partner
with exploitation rights on AppotaX - The first Appota's
Mobile Ad Optimization Solution for Publishers on
Google Ad Exchange Platform in Vietnam.
Massive CPI/CPA Service
Traffic Monetization Service
Full-Service
Marketing Campaign
Distribution Service
Affiliate network
ABOUT ADSOTA
26

27
CONTACT US
Website: http://adsota.com
Business inquiries: sale@adsota.com
HEAD OFFICE:
Building 11 (LE Building), Alley 71,
Lang Ha St., Ba Dinh Dist., Hanoi, Vietnam
Tel: (+84) 2435 191 618
Hotline: +84168 9991490
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