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Vietnam Mobile App Advertising & Monetization Report (Q3-2017)

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•This report delivers an in-depth look at Vietnam mobile apps ads market during the period from July to September of 2017, including important mobile statistics and trends that App Developers, Publishers and Mobile Marketers should notice.
•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.

ABOUT ADSOTA:
•ADSOTA, as the official partner of Google and Facebook in Vietnam, provides advertisers with effective solution to achieve high return-on-investment including driving high-quality users and boosting sales performance & brand awareness for businesses.
•On the aspect of app monetization, ADSOTA, the official partner of Google Ad Exchange, proudly helps mobile publishers in Vietnam and South East Asia maximize in-app ads revenue.
• Third Party Accreditation:
-The Official Facebook Agency in Vietnam
-The First Google Certified Mobile Publishing Partner In Vietnam
-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)
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BÁO CÁO VỀ THỊ TRƯỜNG QUẢNG CÁO DI ĐỘNG VÀ TÌNH HÌNH APP MONETIZATION TẠI VIỆT NAM (Quý 3, 2017)
• ADSOTA xin gửi tới những thông tin, số liệu và xu hướng cập nhật nhất trong quý 3 của năm 2017; (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…, nhận định về thị trường của các chuyên gia giàu kinh nghiệm,…)
• 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.

GIỚI THIỆU ADSOTA:
•ADSOTA - đối tác chính thức của Google và Facebook tại Việt Nam, là một nền tảng cung cấp các dịch vụ quảng cáo số, giúp phát triển tập người dùng cho ứng dụng di động, đồng thời nâng cao nhận diện thương hiệu và thúc đẩy hiệu quả kinh doanh cho sản phẩm, dịch vụ của doanh nghiệp.
•Bên cạnh đó, ADSOTA đã phát triển và ra mắt AppotaX – giải pháp gia tăng doanh thu quảng cáo di động trên nền tảng Ad Exchange của Google. Là đối tác DFP Small Business và Ad Exchange của Google trong mảng di động tại Việt Nam, AppotaX tự tin mang đến sự hài lòng cho các nhà xuất bản ứng dụng di động với doanh thu tối đa trên từng lượt hiển thị.

•Thành tích:
-Đối tác chính thức của Facebook tại Việt Nam
-Đơn vị chạy quảng cáo Game/App hàng đầu APAC do Facebook xếp hạng
-Google Certified Mobile Publishing Partner đầu tiên tại Việt Nam
-Top 10 đối tác SMB của Google Network
-Kênh quảng cáo hàng đầu cho app ngoài Game do Appsflyer bình chọn
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Website: http://adsota.com
Business inquiries: sale@adsota.com
Tel: (+84) 2435 191 618
Hotline: (+84) 168 9991490

Published in: Mobile

Vietnam Mobile App Advertising & Monetization Report (Q3-2017)

  1. 1. Q3 2017 REPORT An Advertising Company Under Appota Group Vietnam Mobile App Advertising & Monetization
  2. 2. Mobile App Market: Overview01 Mobile Ads & App Monetization Insight02 Highlight: App Development, Monetization Trends and Opportunities 03 Summary In the third quarter of 2017, major trends in the global and Vietnam mobile market converge in some interesting dimensions: Operating System: Android continued to dominate the playing field App Stores: Google Play is where users download, but Apple App Store is where they pay. Web vs. Apps: Mobile apps command more consumer attention and ads spending. Monetization shifting : more ads and subscription, less paid download; video and native ads on the rise Globalization in mobile industry: choosing reachable market and suitable monetization models are key success factors. Let’s get into details:
  3. 3. 1 Mobile App Market Landscape Overview
  4. 4. Source: App Annie, AppBrain, Statista | Oct 2017 Note: Percentage of total app number 3.9M+ Apps 1M+ Publishers 2.2M+ Apps 500K+ Publishers 25% 8% 6% 8% 10% 3% 5% Game Education Entertainment Lifestyle Business Music & Audio Tools, Utilities Others 18% 8%7%7%7%6%5% GameEducationEntertainmentLifestyleBusinessMusic & Audio Tools, Utilities Others
  5. 5. Source: App Annie, ComScore | Q3 2017 Time Spending 0 100 200 300 Q3 2016 Q3 2017 Global Time Spent in Mobile Apps *Android phone total time, excluding China + 40% Hours (in Billions) Global Mobile Share of Total Digital Minutes, By Activities 0% 20% 40% 60% 80% 100% Instant Messengers Social Media Games Retail Travel Banking • 3rd quarter of 2017 experienced a global increase of 40% in time spent in Android phone, reaching 300 billion hours. • Instant Messenger and Social Media were mostly accessed via mobile rather than other devices by people around the world.
  6. 6. Source: StartCounter, Facebook | Q3 2017 Note: Based on each operating system’s share of all global mobile web requests. Mobile Operating System Market Share 63% 32% GL BAL VIE NAM 73% 20% Others: 7% 5% Others GL BAL 73% 20% Others: 7% VIE NAM 63% 32% 5% Others
  7. 7. Source: Appota, GSO Vietnam, VNTA, Google, We are social | 2017 Vietnam Digital Snapshot Population Internet Users Internet SpeedSmartphone Devices 94M 53M 54% 6.2 Mbps43.2M Social Network Users 46M 48% *Percentage of total population * *
  8. 8. Source: Nielsen | Q4 2017 Vietnam Smartphone Penetration 78% 84% 2016 2017 Key Cities 62% 71% 2016 2017 Secondary Cities 68% 2017 Rural Note: Smartphone users / Total mobile phone users • In key cities like Hanoi, Ho Chi Minh, Da Nang, 84% of those using mobile phone are smartphone users. • In secondary cities, smartphone users also captured a big share (71%) of total people who use mobile phone, in comparison with 62% in 2016. • Smartphone usage in rural area reach up to nearly 70%.
  9. 9. Source: Google | 2017 * Monthly Average per User ** Among monthly new apps installed Mobile Apps Downloads & Installs in Vietnam New Apps Installed* 0% 20% 40% 60% 80% Shopping & M-commerce Education News & Weather Books, Comics, Magazine Search Music & Audio Media & Entertainment Messaging, Communication Social Game Apps Installed,by Categories ** • In average, Vietnamese smartphone users install 5 new apps per month, making Vietnam the highest of APAC market. • Game, social and messaging & communication are installed the most.
  10. 10. Source: Google | 2017 * Average apps of Vietnamese smartphone users ** Percentage of apps used by Vietnamese smartphone users Apps of Vietnamese Smartphone Users 51.5% 48.5% Pre-Installed Self-Installed 33 0% 5% 10% 15% 20% 25% 30% Never used Stopped using Occasionally Regularly Daily Percentage of Apps, by Usage Frequency ** Apps * • In average, Vietnamese users have about 33 apps in their smartphone, including 17 pre- installed apps and 16 apps installed by themselves. • Among 33 apps mentioned above, 8 apps are used daily, and 5 are never used.
  11. 11. Source: Applyzer | Sep 2017 Note: Percentage, among top 1M+ grossing apps in Vietnam Top Grossing Apps in Vietnam, by Categories - In Vietnam, Game is the most profitable category with the biggest number of grossing apps. - Education and Tools types of app are promising investment for publishers in Vietnam on both Android and iOS platform. Photography is a significant money-making opportunity for mobile publishers on iOS. 0%20%40%60%80%100% Media & Video Social Tools Education Game 0% 20% 40% 60% 80% 100% Productivity Education Tools Photography Game
  12. 12. Source: Applyzer | Sep 2017 Note: Percentage, among top grossing game apps in Vietnam Top Grossing GAME in Vietnam, by Categories - Generally, there are not much differences between Android and iOS, regarding grossing game apps. Differences mostly come from Casual, Adventure, Simulations and Casino categories. - Role playing, Strategy and Action have the highest number of grossing game apps in Vietnam on both Android and iOS platform. 0%10%20%30% Puzzle Simulations Sports Arcade Card Casino Casual Action Strategy Role Playing 0% 10% 20% 30% Board Casino Card Puzzle Arcade Simulations Adventure Strategy Role Playing Action
  13. 13. 2 Mobile Ads & App Monetization Insight
  14. 14. Source: App Annie, Google | 2017 Top Countries are not listed in rank order Global App Downloads • During Q3 2017, GooglePlay beat AppleApp Storein total number of applications, with the gap of 125%. • India was the country with the biggest number of apps downloaded from Google Play. Indonesia and Vietnam ranked at 4th and 7th place, respectively. • For AppleStore, top 3 countries of downloads number were China, USA and Saudi Arabia.
  15. 15. Source: App Annie, Google | 2017 Top Countries are not listed in rank order Global Gross Consumer Spend • At the end of Q3 2017, worldwide consumerspend for iOS and Google Play combined reached approximately 17 billion USD. • iOS users were more willing to pay, with consumerspend nearly doubling that of Google Play. • In Apple Store,China paid the highest. • South Korea stood at high place on both Google Play and iOS’s lists of top spending countries.
  16. 16. Source: Comscore, eMarketer, Adsota | Q3 2017 Global Mobile App Vs. Mobile Web Ads Spending - Over a last year, a huge amount of mobile ads budget has been spent on app over a last year. - Mobile App has a tendency to take over all ads spending all mobile, leaving a smaller and smaller share for mobile web. 81% Mobile WebMobile App 96% 85% 91% 94% Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017F
  17. 17. Source: eMarketer | Sep 2017 Note: Including display (banner, video and rich media), search; excluding SMS, MMS, P2P messaging-based ads; including ads spending on tablets Mobile Ads Spending In Southeast Asia $- $0.50 $1.00 $1.50 $2.00 $2.50 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 2016 2017 2019 2018 In Billions Of Total Digital Spending • South East Asia is considered to be one of the most dynamic growing mobile market in the world. • Mobile ads expenditure was forecasted to exceed 2 billion USD in 2020. • Indonesia, Philippinesand Vietnam share the same pattern, with the strongest growth in mobile ads spending and huge smartphone adoption.
  18. 18. Source: Chartboost| Oct 2017 (Game CPI at significant countries of each segment) Global Mobile CPI Australia $2.18 $3.25 Japan $2.28 $3.06 Indonesia $0.69 $0.69 Canada $1.99 $2.63 India $0.11 $0.52 Philippines $0.27 $0.65 New Zealand $1.66 $2.42 China $0.93 $1.52 Vietnam $0.17 $0.52 UK $1.64 $2.50 US $1.97 $2.32 Brazil $0.15 $0.66 Highly DevelopedMobileMarkets Fast-Growing MobileMarkets
  19. 19. Source: Google | 2017 At significant game categories VIETNAM MOBILE GAME MARKET:�Domestic vs. International Spending (CPIs) $0.5 $1.0 $1.5 $2.0 $2.5 $3.0 $3.5 $4.0 $4.5 $5.0 $5.5 Action RPG Strategy Adventure Casual Domestic International • CPIs from foreign game advertisers were much higher than Vietnamese counterparts. • Casual and Strategy categories, which require little localization and potentially survive with long app lifecycle, got the most aggressive CPIs from international publishers ($4 - $5.5). • Vietnamese advertisers paid the highest CPIs for RPG and Casual Game (about $0.4 - $0.7).
  20. 20. Source: Appsflyer | Q3 2017 *Score set by Appsflyer **Recorded by Appsflyer, on games, Q3 2017 Global App Engagement - Without any doubt, organic users were 60% more likely to engage with apps more than non-organic. - Global Users on iOS platform were recorded to retain longer than Android. Big mobile markets with higher retention on Android are Japan, India, South Korea and Thailand **. 0% 10% 20% 30% 40% 50% Day 1 Day 3 Day 6 Day 10 Day 16 Day 21 Day 27 Global RetentionRate Retention score comparison, by Type* Retention score comparison, by OS +60% +18% Non-organic Organic
  21. 21. Source: Appsflyer | Q3 2017 Note: Non-organic users, among 40 countries & territories Global App Un-installation 23.9Global Uninstall Rate % 33.0% 13.1% 0% 10% 20% 30% 40% 50% Vietnam Germany Japan Australia France Taiwan US Uninstall Rate In Top Markets
  22. 22. Source: Appsflyer | Q3 2017 Note: of Game, among 40 countries & territories, during 90-days-period Average Revenue Per User (ARPU) In Top Markets • Japan and Taiwan lead worldwide top mobile market with ARPU surpassing $3.7 on both Android and iOS platform, distantly followed by German and USA. • In US, UK and South Korea market, ARPU on Android is higher than iOS platform. Note: No record of China’s performanceon Android platform
  23. 23. Source: Appsflyer | Q3 2017 Note: of Game, among 40 countries & territories, during 90-days-period Average Revenue Per Paying User (ARPPU)�In Top Markets • Similar to ARPU, Japan ($94.4 on iOS and $81.8 on Android) dominated global list of top ARPPUcountries. • While South Korea came second on Android, Taiwan was the 2nd runner-up on iOS. • ARPPUfrom fast-growing mobile markets like Russia, China and Vietnam ranged from $10 to $35. Note: No record of China’s performanceon Android platform
  24. 24. Source: Appsflyer | Q3 2017 *Of Game Apps, during 90-days-period Return – On – Investment (ROI) - Globally, non-organic traffic created negative ROI. Global ROI turned positive when adding organic users. - Android platform produced higher return-on-investment than iOS. -20.0% 33.0% Global ROI, by platform Overall Non- Organic 30.6% 35.4% Global ROI
  25. 25. Return – On – Investment (ROI) Source: Appsflyer | Q3 2017 Note: among 40 countries & territories • Japan and Taiwan lead the group of top markets with the highest ROI for gaming app on both Android and iOS. • Vietnam’s high ROI was mainly due to low media cost in this country. • The UK and South Korea had negative ROI on Android platform.
  26. 26. Source: Smaato, Appodeal | Sep 2017 (approximate number) Global eCPM • The highest eCPM statistics, as an undeniable fact, came from highly-developed mobile markets, like Japan and The US. • Since the beginning of 2017, APAC has always been the most dynamic area in terms of eCPM growth. The largest eCPM increase mostly came from Indonesia, Vietnam, China and South Korea.
  27. 27. Source: AppotaX, Appodeal|2017 Note: Comparison might not be relevant due to different ads platform) AdMob Facebook Google DFPSmaato eCPM Statistics in Vietnam $- $0.10 $0.20 $0.30 $0.40 $0.50 Jan Feb Mar Apr May Jun Jul Aug Sep Android $0.00 $0.10 $0.20 $0.30 $0.40 $0.50 Jan Feb Mar Apr May Jun Jul Aug Sep iOS Ads Format: Banner
  28. 28. Source: AppotaX, Appodeal|2017 Note: Comparison might not be relevant due to different ads platform. AdMob Facebook Google DFPinMobi Chartboost eCPM Statistics in Vietnam $- $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 Jan Feb Mar Apr May Jun Jul Aug Sep Android $- $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 Jan Feb Mar Apr May Jun Jul Aug Sep iOS Ads Format: Interstitial
  29. 29. Source: AppotaX, Appodeal|2017 Note: Comparison might not be relevant due to different ads platform. Vungle Unity Ads TapjoyAdColony Chartboost eCPM Statistics in Vietnam $- $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 Jan Feb Mar Apr May Jun Jul Aug Sep Android $- $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 Jan Feb Mar Apr May Jun Jul Aug Sep iOS Ads Format: Rewarded Video
  30. 30. Source: AppotaX, Appodeal|2017 Note: Comparison might not be relevant due to different ads platform) Vungle Unity Ads AdColony eCPM Statistics in Vietnam Ads Format: Video $- $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 Jan Feb Mar Apr May Jun Jul Aug Sep iOS $- $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 Jan Feb Mar Apr May Jun Jul Aug Sep Android
  31. 31. 3 Highlight: App Development, Monetization Trends and Opportunities
  32. 32. Source: Google App Development Trends - Art & Design and Dating are the fastest growing types of app. This trend is the opportunity for app developers to get into these areas with new ideas and new products. - However, there is not much chance in Communication and Social, the slowest growing app categories. Art&Design Dating Food&Drink Finance News/Magazines Maps Navigations Books&References Entertainment Lifestyle Comics Photography Shopping Sports Productivity Medical Business Tools Health &Fitness Music&Audio VideoPlayer Weather Personalization Communication Social Global Growth, by App Categories
  33. 33. Source: Google App Development Trends - Simulation, Adventure and Board are the 3 fastest growing game app categories. - Arcade and Word’s growth rate are the lowest, with very small number of new apps developed. Simulation Adventure Board Action Educational Card Trivia Sports Music Racing Puzzle Casual Casino RolePlaying Arcade Word Global Growth, by Gaming App Categories
  34. 34. Source: Google, AdColony, Adsota (based on percentage of researched developers) Mobile Ads & Monetization Trends Advertising In-appPurchase Pay-Per-Download Subscriptions eCommerce The Rise Of Video & Native Ads Banner Native Interstitials Video Rewarded Video Effectiveness Interstitial Video Banner Display Interstitial Display Native Rewarded Video Friendly UX Delivery Hybrid Monetization Shifting
  35. 35. Source: Google, Adsota, AppotaX (based on AdMob/AdX statistics, mobile experts & publisher client’s evaluation) Global Trends & Opportunity For Vietnamese Mobile Developers   Go Global Earn Global Revenue 95% 85% * percentage of Global apps/Total top apps * percentage of international/domestic revenue source
  36. 36. Experts Evaluation on Mobile App Trends Mr. TU BUI (Bui Quang Tinh Tu) Founderof CONVERSION VIETNAM Founderof UNDERGROUND AGENCY NETWORK i App-in-appis a certain future. Mobile users can do whateverthey want to do with only one or two applications on their smartphones. There is no need to open a numer of apps to fullfill each of every different demand. For instance, by opening an app like Uber/Grab, users can access to Map/Navigation/GPS; or making payments within a messaging app. Personalization “One-Size-Fits-All” does not work anymore. It’s time for every developerand mobile publisher to take the differences of different users seriously. It starts with undertanding users’ preferences with app analytics, advanced predictive data or even machine learning. Get messages, promotion programs, in-app ads, etc. personalized to enhance mobile users experience and advance their loyalty.
  37. 37. Experts Evaluation on Mobile App Trends Mr. CUONG NGUYEN (Nguyen Tuan Cuong) CPO/Co-Founderof AMANOTES Global Trends A number of Vietnamese Studio will be successful in global market. The US, especially, is a highly propitious place for publishers to try, and many achieved success in this market. Monetization Trend In-app Ads has always been and will still be the most effective, profitable and uncomplicated type of monetization for mobile app in the next few years. UA Trend - Facebook and Google still play a remarkable role in mobile app marketing. - Advertisers have a tendency to lessen incentive traffic, target high-quality users, pay more attention to ROI (Reture-on-investment) or ROAS (Return-on- advertising-spend), and apply third-party tracking tools.
  38. 38. Vietnam Mobile Ecosystem Publisher Social Platform Carriers Media Events Infrastructure Advertising & Marketing Foreign Publishers Mobile Payment Live Streaming Platform
  39. 39. 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
  40. 40. Adsota, as the official partner of Google and Facebook in Vietnam, provides advertisers with effective solution to achieve high return-on-investment including driving high-quality users and boosting sales performance & brand awareness for businesses. On the aspect of app monetization, Adsota, the official partner of Google Ad Exchange, proudly helps mobile publishers in Vietnam and South East Asia maximize in-app ads revenue. ABOUT ADSOTA cpi User Acquisiton [CPI/CPA, Burst-top, Adsota network, ASO] Traffic Monetization [Official Partner with Google in Ad Exchange] http://adx.appota.com Branding [Media Coverage/Viral Clip/KOLs/Community] Lead Generation Service [The First & Only Facebook Gaming Agency in Vietnam] Dịch vụ
  41. 41. CONTACT US HEAD OFFICE: Building 11 (LE Building), Alley 71, Lang Ha St., Ba Dinh Dist., Hanoi, Vietnam Tel: (+84) 435 191 618 Hotline: (+84) 168 999 1490 Email: sale@adsota.com Fanpage: facebook.com/adsota Twitter: twitter.com/Adsota Website: adsota.com

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