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Landscape of Vietnam digital advertisement market

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Vietnam ad market is moving rapidly to the digital. The report summarizes the latest status of Vietnam digital advertisement market and its issues to solve, from a various research data that Q&Me market research has collected

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Landscape of Vietnam digital advertisement market

  1. 1. Kengo Kurokawa Fonder / CEO Asia Plus Inc. The Status of Vietnamese Ad Market
  2. 2. • CEO / Founder of Asia Plus Inc. (Service name – Q&Me) • Conduct more than 200 market research annually • Technology-driven market research company
  3. 3. Consumers are ahead in digital TV, 91 Internet (PC), 134 Internet (Mobile), 103 Others, 56 Vietnamese average media consumption (min)
  4. 4. Facebook for Vietnam By far, the strongest tool to reach your audience • 98% of urban 20-39 use it • 75% use it to as information source • Spend 2.5 hours in average daily • Owns 460 friends in average • 14% single have used it to look for the partner
  5. 5. 131 216 311 2013 2014 2015 Vietnam digital ad market (M USD) Facebook Google VCCorp (Dantri, CafeF etc) FPT online (VNExpress etc) 24H Zing Others Total Brands are catching up
  6. 6. Digital opens the door for more brands Vietnam ad market was dominated by top brands to spend on TV. Digital opens the door for more brands. Top 20, 55% Others, 45% Vietnam advertisement spenders (2013)
  7. 7. High usage of social among brands 84% of brands use social advertisement 84% 46% 44% 39% 23% Social advertisement Search advertising / SEM Display advertisement / GDN Online video advertising Influencer marketing Digital marketing in use
  8. 8. 78% 74% 68% 64% 55% 50% 39% Increase number of inquiries (email, information request) Increase Likes/followers Increase Views of the posted contents Increase traffic to the landing page / website Increase conversion Increase traffic and purchase at real shop Increase # of search Facebook ad objective What is their goal? Highly performance-driven market
  9. 9. Video as popular communications 85% use online video and Facebook, YouTube are the top 2 media 91% 86% 65% 15% 6% 3% Youtube Facebook Own website Use ad network/ DSP CocCoc Other
  10. 10. In Vietnam, 43 brands have more than 1 million fans (Japan = 16)
  11. 11. These brands post 7.2 contents daily
  12. 12. Vietnamese “likes” 48 brand page in average 44% 35% 32% 32% 30% 27% 17% Receive latest product information Receive event information I simply like the brand Give-aways / Lucky draw opportuities Discounts / Coupon opportunities Receive useful tips Receive company information Reasons of “likes” on brand pages
  13. 13. 94% has removed their likes from brand page, including 19% of “often do” 41% 39% 39% 23% 12% 7% Posts are different from my interests Post of low-qualities Too much commercial factors Pots frequency are very few When i feel interactions are with separate profiles Post have very few likes Reasons for the removals Easy come, easy go
  14. 14. Who takes care of ads? 87% 64% 59% 82% 13% 36% 41% 2% 16% Facebook operations Facebook ads Online video ads Website Who is in charge of operation In-house Outsource Mix of in-house and outsource In-house operations with low cost staff, lacking in PDCA cycle
  15. 15. Issues in digital marketing 66% 63% 50% 41% 39% Lack of training & educational opportunity Lack of management understanding Inappropriate organizational structure Lack of specialist on brand side Lack of effective measurement tools
  16. 16. Vietnam ad market summary • Very digital-driven consumers (high smartphone penetrations). Loves Facebook • Facebook and YouTube ads two main advertisement platform • Digital ad market increasing by 50% annually • Highly performance-driven ad market • Need for the skill-up
  17. 17. 1. Creative with high quality 2. Solution for mobile-screen 3. Retail-oriented digital solutions 4. Comprehensive measurement tools (why worked, why not worked) 5. Solutions for customer funnels Vietnam ad market opportunity Opportunities for solutions to increase their biz
  18. 18. kengo.kurokawa@asia-plus.net

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