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17 Mar 2015
FMCG & Retail for
Digital Consumers
Vietnam is Online!
17 Mar 2015
Majority of Your Target Age Group are Online
42 - 86% of Vietnam adults are online now
56
%
86
%
72
%
42
%
29
...
17 Mar 2015
44 Million Internet Users in Vietnam
And they spend 8 hours daily
eMarketer, Nov 2014
GlobalWebIndex, Q4 2014
...
17 Mar 2015
25% are at least 2-Screener
Most are on either desktops or smartphones
TNS/Google (2014): Connected
Consumer S...
17 Mar 2015
Is TV the Main Focus Now?
32% of all TV + Internet users connect to the internet while watching TV
TNS/Google ...
17 Mar 2015
93% Use search engines
85% watch video content
TNS/Google (2014): Connected
Consumer Study - Results Vietnam
Q...
17 Mar 2015
Significant Mismatch between Media
Consumption VS Allocation of Media Spend
eMarketer, 2013
Group M Vietnam Di...
Living in the digital age
Are you making the most of it?
Do you...
Understand your
customers better ?
Are you...
Always th...
To grow, your business must exceed the pace
of change
Will you embrace…
New behaviours &
tech ?
Will you try…
New business...
Larry Page,
Founder and CEO, Google
I encourage companies to do a little more that’s
outside their comfort zone … Almost e...
FMCG & Retail Consumer
Digital Trends in Vietnam
Google Search has
Grown 160% in 2 years
17 Mar 2015 Google Internal Data
35 Billion
Queries
in 2014
17 Mar 2015
A New Breed of Consumers
Google internal data,
eMarketer Dec 2014
35%Of Google
searches are
mobile (1)
[INFORM...
Online Shoppers also Heavily use the Internet to
Research the Products they Buy
17 Mar 2015 Google Internal Data
Food & Groceries Search has
Grown >100% in 2 years
17 Mar 2015 Google Internal Data
Beauty & Personal Care Search has
Grown >100% in 2 years
17 Mar 2015 Google Internal Data
Home & Garden Search has
Grown >100% in 2 years
17 Mar 2015 Google Internal Data
Dining & Nightlife Search has
Grown ~100% in 2 years
17 Mar 2015 Google Internal Data
YouTube Can’t be Ignored Anymore
Search on YouTube has grown >200%
17 Mar 2015 Google Internal Data
40 Billions
Videos Vie...
Practice makes perfect
Assignment
Daniels Confectionery & Gum is going to launch a new product, Daniel's
Chewing-gum for teenager in May 2015. Th...
Achievements
How
Media
Successful launch of new and
improve packaging
Number 1 market share
Improved distribution channel
...
15 Minutes to fill in the
board...
17 Mar 2015
Assignment 2
Assuming you’ve identified TV, Digital and POS as the main media to push
Daniel’s Chewing-gum. Please write d...
FMCG & Retail Consumer
Google Solutions
Google Confidential and Proprietary
Online advertising can be complicated and results
unclear...
See
you
Remember
you
Unde...
17 Mar 2015
Engaged Video Views,
GDN
Searches
Interaction
& Site Visit
Conversions
Higher value
Higher
volume
Awareness
In...
17 Mar 2015
Where Your Display Banners will Show
Google Display Network (GDN): Largest Global Display Network
Reach Massive Number of Target Customers
17 Mar 2015
1.2 Bill...
Impressions: 316,000,000
Clicks: 792,000
CTR: 0.35%
Cost: $45,663 SGD (~700M VND)
>> CPC: $0.04 SGD (600
VND)
>> CPM: 2,20...
YouTube.vn domain
Việt Nam Content
Consumer
s
YouTube Vietnam Has Launched
1# Video site in Vietnam
17 Mar 2015 Google Int...
Google Confidential and Proprietary
Source: Ipsos/Google 2012
Influence consideration using
choice-based ads
People who
ch...
17 Mar 2015
Wide selection of ad formats to choose from
InVideo Ad
Promote Your Video Ad Dominate Youtube HomePage
InStrea...
17 Mar 2015
Incredible Reach
>2M unique viewers in a single day
11 - 13M impressions/day
High-Impact
A prominently placed,...
17 Mar 2015
Overview
•Pre Roll ads on YouTube partner videos. Viewers can
choose to skip the ad after
•5 sec. You only pay...
17 Mar 2015
Overview
•Viewers see your ad next to another
•video they are watching and can choose
•to click on it
•Adverti...
17 Mar 2015
Overview
•People see your ad as they are searching for relevant
videos and can choose to click on it and watch...
Chotot.vn - Văn Mai Hương
17 Mar 2015
Masthead examples
100% share of voice for a day on the prestigious Youtube homepage
Layout Masthead
3 Days
Campaign
-4.8M+ views
-Masthead,
TrueView
Mobile Video Masthead
Hangout on Air (coming in 2015)
Live Masthead (coming in 2015)
17 Mar 2015
Always be there when your customers are searching for you
17 Mar 2015
mCommerc
e
Tap into the increasing mobile search pool
In-store
App download
& in-app
purchases
Call
17 Mar 2015
Engaged Video Views,
GDN
Searches
Interaction
& Site Visit
Conversions
Higher value
Higher
volume
Awareness
In...
17 Mar 2015
Set KPIs aligned with
Brand’s Objective
GRP
s
reach + frequency
impressions
unique views
ad recall
brand aware...
Go online to catch
Vietnamese
consumers' attention
and influence their
buying decision
There is big
disproportion
between ...
Case Studies
17 Mar 2015
See
you
Remember
you
Understand
you
Want
you
Awareness Consideration
17 Mar 2015
See
you
Remember
you
Understand
you
Want
you
Awareness Consideration
What Google Solutions will
you add to your media mix
to XX your headline success
X
SOLUTION
Engaged Video Views, GDN
Searches
Interaction &
Site Visit
Conversions
Awareness
Interest
Consideration
Purchase
Awareness...
GDN Remarketing
Increase reach with negative
remarketing;
or tell a story to those who
engaged with you
Generate awareness...
17 Mar 2015
Q&A
Clicks in 7 days: 792K
1% become customers
→ 7,920 customers / week
7,920 x 200,000VND
= 1.484 Bn VND > 700 Mn VND
17 Mar ...
Benefits of Online / Offline Integrated Video
Strategy: Incremental Reach
17 Mar 2015 Nielsen, Nov 2014
14+
Google Confidential and Proprietary
You can be where they are, as they explore their passions 4
actions: searching, browsi...
Google Confidential and Proprietary
Media is everywhere and no longer siloed to one screen during prime time
Driving aware...
Benefits of Online / Offline Integrated Video
Strategy: Incremental Reach
17 Mar 2015 Nielsen, Mar 2014
(10.5%)
Average fr...
Benefits of Online / Offline Integrated Video
Strategy: Incremental Reach
17 Mar 2015 Nielsen, Mar 2014
(19.3%)
Average fr...
Google Confidential and Proprietary
Source: AdAge 2014, Brand Engagement in Participation Age
Win consideration with an im...
17 Mar 2015
Measuring: The Key to Performance
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GLD Template | Colo(u)r Palette
based on go/Quantum
#FF5621
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B
#FF8964
#FF5621
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#FF9700
#FFDF...
GLD Template | Colo(u)r Palette
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Vn digital consumer behaviour   cpg & retail052016
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Hành vi người tiêu dùng các ngành hàng FMCG & Retail trên môi trường trực tuyến của Google 2015
FMCG & Retail for Consumer digital by Google 2015
Xem thêm các tài liệu, thông tin về digital marketing tại:
www.urekamedia.com/news
www.mediaeyes.vn/news

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Vn digital consumer behaviour cpg & retail052016

  1. 1. 17 Mar 2015 FMCG & Retail for Digital Consumers
  2. 2. Vietnam is Online!
  3. 3. 17 Mar 2015 Majority of Your Target Age Group are Online 42 - 86% of Vietnam adults are online now 56 % 86 % 72 % 42 % 29 % 28 % 16 % TNS/Google (2014): Connected Consumer Study - Results Vietnam Q6: How often do you access the internet for personal reasons? Base (weighted): all respondents, n = 1,000
  4. 4. 17 Mar 2015 44 Million Internet Users in Vietnam And they spend 8 hours daily eMarketer, Nov 2014 GlobalWebIndex, Q4 2014 NO. 6 in APAC 7Hr 51Min Spent Daily Across 3 Devices
  5. 5. 17 Mar 2015 25% are at least 2-Screener Most are on either desktops or smartphones TNS/Google (2014): Connected Consumer Study - Results Vietnam Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n = 1,000 At least 1-Screener 57% At least 2-Screener 25% At least 3-Screener 2% 44% 36% 5% Daily Internet Usage
  6. 6. 17 Mar 2015 Is TV the Main Focus Now? 32% of all TV + Internet users connect to the internet while watching TV TNS/Google (2014): Connected Consumer Study - Results Vietnam Millward Brown, Mar 2014 QTV4c_1: And during the time you were watching TV in the past month, did you go online through another device (e.g. computer, smartphone, tablet)? Base (weighted): TV & Online Users, n = 485 + + + 26 Mins/Day 28 Mins/Day 44 Mins/Day 32% TV + Internet Users
  7. 7. 17 Mar 2015 93% Use search engines 85% watch video content TNS/Google (2014): Connected Consumer Study - Results Vietnam Q16_1-_4 aggregated: Frequency of internet usage for personal reasons per device category Base (weighted): online users, n = 555 Use search engines 93% Watch video content 85% Look for product information online 69% Use chats / instant messaging 69% Check my emails 66% Write comments 64% Do online gaming 62%
  8. 8. 17 Mar 2015 Significant Mismatch between Media Consumption VS Allocation of Media Spend eMarketer, 2013 Group M Vietnam Digital Landscape, 2013
  9. 9. Living in the digital age Are you making the most of it? Do you... Understand your customers better ? Are you... Always there, Always relevant, Always optimised ? WIN MOMENTS THAT MATTER
  10. 10. To grow, your business must exceed the pace of change Will you embrace… New behaviours & tech ? Will you try… New business ideas ? ADAPT FAST
  11. 11. Larry Page, Founder and CEO, Google I encourage companies to do a little more that’s outside their comfort zone … Almost every time we do something crazy, we make progress. “
  12. 12. FMCG & Retail Consumer Digital Trends in Vietnam
  13. 13. Google Search has Grown 160% in 2 years 17 Mar 2015 Google Internal Data 35 Billion Queries in 2014
  14. 14. 17 Mar 2015 A New Breed of Consumers Google internal data, eMarketer Dec 2014 35%Of Google searches are mobile (1) [INFORMATION] MORE ACCESS 40BnYouTube videos were watched in 2014 (1) [ENTERTAINMENT] MORE CHOICE Online shoppers in 2014 [SHOPPING] MUCH MORE ONLINE 8Mn
  15. 15. Online Shoppers also Heavily use the Internet to Research the Products they Buy 17 Mar 2015 Google Internal Data
  16. 16. Food & Groceries Search has Grown >100% in 2 years 17 Mar 2015 Google Internal Data
  17. 17. Beauty & Personal Care Search has Grown >100% in 2 years 17 Mar 2015 Google Internal Data
  18. 18. Home & Garden Search has Grown >100% in 2 years 17 Mar 2015 Google Internal Data
  19. 19. Dining & Nightlife Search has Grown ~100% in 2 years 17 Mar 2015 Google Internal Data
  20. 20. YouTube Can’t be Ignored Anymore Search on YouTube has grown >200% 17 Mar 2015 Google Internal Data 40 Billions Videos Viewed in 2014
  21. 21. Practice makes perfect
  22. 22. Assignment Daniels Confectionery & Gum is going to launch a new product, Daniel's Chewing-gum for teenager in May 2015. This product is expected to be a break-through in the market with the natural forest fruit flavors. Daniel Confectionery & Gum hopes this will compete well with the existing products in the market. You are the marketing director for Daniel Confectionery & Gum and you are tasked to launch Daniel's Chewing-gum successfully and achieve $15 M in revenues by the end of the year. First step: Together as a group discuss what you want to achieve with Super Calcium at the end of the year in terms of... 17 Mar 2015
  23. 23. Achievements How Media Successful launch of new and improve packaging Number 1 market share Improved distribution channel Successful product launch TV Digital Newspaper etc 17 Mar 2015 Quiz/events to get people to talk about the brand
  24. 24. 15 Minutes to fill in the board... 17 Mar 2015
  25. 25. Assignment 2 Assuming you’ve identified TV, Digital and POS as the main media to push Daniel’s Chewing-gum. Please write down the key goals you want to achieve with each media and the key messages you want to deliver via each medium Media Key messages Goals/measurements TV Digital POS 17 Mar 2015
  26. 26. FMCG & Retail Consumer Google Solutions
  27. 27. Google Confidential and Proprietary Online advertising can be complicated and results unclear... See you Remember you Understand you Want you Awareness Google Confidential and Proprietary Consideration We want to measurement impact and effectiveness every step of the way. This is our solution.
  28. 28. 17 Mar 2015 Engaged Video Views, GDN Searches Interaction & Site Visit Conversions Higher value Higher volume Awareness Interest Consideration Purchase Search & GDN can be used across entire funnel Awareness (See & Remember) Interest (Remember & Understand) Consideration (Want) Purchase (Want) Consumer Purchase Funnel
  29. 29. 17 Mar 2015 Where Your Display Banners will Show
  30. 30. Google Display Network (GDN): Largest Global Display Network Reach Massive Number of Target Customers 17 Mar 2015 1.2 Billion page views served every week 2.1Billion ad impressions per week 85% domain penetration of top 100 sites 93% reach of VN internet users
  31. 31. Impressions: 316,000,000 Clicks: 792,000 CTR: 0.35% Cost: $45,663 SGD (~700M VND) >> CPC: $0.04 SGD (600 VND) >> CPM: 2,200 VND 17 Mar 2015 Google Display Network (GDN): Case Study
  32. 32. YouTube.vn domain Việt Nam Content Consumer s YouTube Vietnam Has Launched 1# Video site in Vietnam 17 Mar 2015 Google Internal Data #1VIDEO site in Vietnam #3 WATCH HOURS in APAC 19 MILLION can be reached on YouTube every day #2 LARGEST search engine in the world and Vietnam
  33. 33. Google Confidential and Proprietary Source: Ipsos/Google 2012 Influence consideration using choice-based ads People who choose to watch a video ad are 75% more engaged than those who are forced to watch Google Confidential and Proprietary
  34. 34. 17 Mar 2015 Wide selection of ad formats to choose from InVideo Ad Promote Your Video Ad Dominate Youtube HomePage InStream Ad
  35. 35. 17 Mar 2015 Incredible Reach >2M unique viewers in a single day 11 - 13M impressions/day High-Impact A prominently placed, highly engaging format on the front door of YouTube. Exclusivity 100% share of voice for your brand only, for a full 24 hours. Masthead
  36. 36. 17 Mar 2015 Overview •Pre Roll ads on YouTube partner videos. Viewers can choose to skip the ad after •5 sec. You only pay for ads they watch. •Highly visible ad format •Increases video view count after 30 sec •Remarketing available Creative assets •Video, no max length, but less than •1min recommended •Optional companion banner (300x60) Placement •Desktop and mobile app •YouTube Watch Page •Runs on partner videos only Pricing Model •Auction (CPV - Cost per View) •You only pay for views, not impressions TrueView In-Stream: pay as you view
  37. 37. 17 Mar 2015 Overview •Viewers see your ad next to another •video they are watching and can choose •to click on it •Advertisers are only charged when •people choose to watch your ad •Increases video count • Creative assets •Video, no max length Placement •YouTube Watch Page Pricing Model •Auction (CPV - Cost per Click) •You are charged as soon as user clicks the ad and is lead to the watch page. TrueView In-Display (Watch Page)
  38. 38. 17 Mar 2015 Overview •People see your ad as they are searching for relevant videos and can choose to click on it and watch it. You only pay for ads they watch. •Increases video view count, improves organic placement of videos •Remarketing available Creative assets •Video, no max length Placement •YouTube Search Page Pricing Model •Auction (CPC - Cost per Click) •You are charged as soon as user clicks the ad and is lead to the watch page. TrueView In-Display (Search Page)
  39. 39. Chotot.vn - Văn Mai Hương
  40. 40. 17 Mar 2015 Masthead examples 100% share of voice for a day on the prestigious Youtube homepage
  41. 41. Layout Masthead
  42. 42. 3 Days Campaign -4.8M+ views -Masthead, TrueView
  43. 43. Mobile Video Masthead
  44. 44. Hangout on Air (coming in 2015) Live Masthead (coming in 2015)
  45. 45. 17 Mar 2015 Always be there when your customers are searching for you
  46. 46. 17 Mar 2015 mCommerc e Tap into the increasing mobile search pool In-store App download & in-app purchases Call
  47. 47. 17 Mar 2015 Engaged Video Views, GDN Searches Interaction & Site Visit Conversions Higher value Higher volume Awareness Interest Consideration Purchase Search & GDN can be used across entire funnel Awareness (See & Remember) Interest (Remember & Understand) Consideration (Want) Purchase (Want) See you Remember you Understand you Want you
  48. 48. 17 Mar 2015 Set KPIs aligned with Brand’s Objective GRP s reach + frequency impressions unique views ad recall brand awareness engagements favorability mentions follows subscribes tweets, comments earned views watchtime follow on views consideration video completes likes, +1’s visits / clicks time-on-site downloads conversion assists view-through-conversions searches conversions watchtime follows subscribes shares likes, +1’s tweets, comments brand interest searches Want You Understand You Remember You See You searches Awareness Awareness Consideration Consideration
  49. 49. Go online to catch Vietnamese consumers' attention and influence their buying decision There is big disproportion between consumer media consumption and media spend allocation Make them SEE you, REMEMBER you, UNDERSTAND you WANT you 321 Key Takeaway 17 Mar 2015
  50. 50. Case Studies
  51. 51. 17 Mar 2015 See you Remember you Understand you Want you Awareness Consideration
  52. 52. 17 Mar 2015 See you Remember you Understand you Want you Awareness Consideration
  53. 53. What Google Solutions will you add to your media mix to XX your headline success X SOLUTION
  54. 54. Engaged Video Views, GDN Searches Interaction & Site Visit Conversions Awareness Interest Consideration Purchase Awareness (See & Remember) Interest (Remember & Understand) Consideration (Want) Purchase 17 Mar 2015 ❖Key Performance Indicator ❖Budget Consumer Purchase Funnel
  55. 55. GDN Remarketing Increase reach with negative remarketing; or tell a story to those who engaged with you Generate awarenessBuild Buzz Drive leads & sales PRE-LAUNCH POST-LAUNCHLAUNCH YouTube TrueView (Cost per View) Lightbox Engagement Ad (Cost per Engagement) TrueView Remarketing (Cost per View) Reach those who saw and interacted with your Masthead for up to 540 days after Homepage Masthead (Cross Screen, Cost per Day) 12M impressions 2M unique users Across all screens GDN (Cost per Click) Raise market awareness and share of voice Google Search (Cost per Click) Reach those who are already aware of the brand and proactively & Intentionally search for it Consumer Purchase FunnelProduct 17 Mar 2015 Product Launch Strategy
  56. 56. 17 Mar 2015 Q&A
  57. 57. Clicks in 7 days: 792K 1% become customers → 7,920 customers / week 7,920 x 200,000VND = 1.484 Bn VND > 700 Mn VND 17 Mar 2015 Google Display Network (GDN): Case Study
  58. 58. Benefits of Online / Offline Integrated Video Strategy: Incremental Reach 17 Mar 2015 Nielsen, Nov 2014 14+
  59. 59. Google Confidential and Proprietary You can be where they are, as they explore their passions 4 actions: searching, browsing sharing and watching 8:00pm Browse the web 6:00pm Look up recipe on tablet 10:00pm Watch video from a friend 3:00pm Listen to a new song 8:00am Check mail on phone Google Confidential and Proprietary
  60. 60. Google Confidential and Proprietary Media is everywhere and no longer siloed to one screen during prime time Driving awareness is not that easy Your consumer’s attention is scattered and the media landscape is fragmented Google Confidential and Proprietary
  61. 61. Benefits of Online / Offline Integrated Video Strategy: Incremental Reach 17 Mar 2015 Nielsen, Mar 2014 (10.5%) Average frequency: 6.5 4.2% 6.3% 61.7% (68.0%) Average frequency: 5.3 Exposed only to YouTube (NET REACH) Exposed to both YouTube and TV 18-44 YouTube increases the TV coverage from 68,0% to 72,2% (+4,2%p.)
  62. 62. Benefits of Online / Offline Integrated Video Strategy: Incremental Reach 17 Mar 2015 Nielsen, Mar 2014 (19.3%) Average frequency: 5.3 7.8% 11.5% 56.5% (68.0%) Average frequency: 5.3 Exposed only to YouTube (NET REACH) Exposed to both YouTube and TV 18-44 Mobile reached 3.6%p. incremental reach on top to desktop
  63. 63. Google Confidential and Proprietary Source: AdAge 2014, Brand Engagement in Participation Age Win consideration with an immersive, engaging experience you create Engagers are 4xmore likely to purchase Google Confidential and Proprietary
  64. 64. 17 Mar 2015 Measuring: The Key to Performance
  65. 65. #00BBD3 #B1EAF1 #4CCFE 0 #00BBD3 #0096A6 #17FFFF #00E4FF #02A8F3 #B2E4FB #4EC2F6 #4184F3 #3266D5 #4389FF #2878FF #4184F3 #C5D9F B #7AA9F6 #4184F3 #3266D5 #4389FF #2878FF #3E5OB4 #C4C9E8 #7885CA #3E50B4 #2F3E9E #526CFD #3C59FD #6639B6 #D0C3E8 #9474CC #6639B6 #502CA7 #7B4CFF #641EFF #9B26AF #E0BDE 6 #B967C7 #9B26AF #7A1EA1 #DF3FFA #D400F8 #E81D62 #F7BAC F #EF6191 #E81D62 #C1175A #B1DEDA #B1DEDA #DA4336 #F3C6C2 #E57B72 #DA4336 #C43828 #FF5151 #FF1643 TealLight BlueGoogle BlueIndigoDeep PurplePurplePinkGoogle Red GLD Template | Colo(u)r Palette based on go/Quantum Colour palette DO NOT DELETE!!!!
  66. 66. GLD Template | Colo(u)r Palette based on go/Quantum #FF5621 #FFCBB B #FF8964 #FF5621 #E54918 #FF6D3F #FF3C00 #FF9700 #FFDFB1 #FFB64C #FF9700 #F47B00 #FFAA3F #FF9000 #F3B300 #FBE7B1 #F6CA4 C #F3B300 #EF9200 #FFCC3 F #FFBB00 #FFEA3A #FFF8C3 #FFF075 #FFEA3A #FABF2C #FFFF00 #FFE900 #CCDB3 8 #EFF3C2 #DBE674 #CCDB3 8 #AEB32A #EDFF40 #C5FF00 #8AC249 #DBECC 7 #ADD480 #8AC249 #679E37 #B1FF58 #75FF02 #0E9C57 #B6E0C C #56BA89 #0E9C57 #0A7F42 #68EFAD #00E575 #009587 #B1DEDA #4CB5AB #009587 #00786A #63FFD9 #1CE885 Deep OrangeOrangeGoogle YellowYellowLimeLight GreenGoogle GreenDeep Teal Colour palette DO NOT DELETE!!!!
  67. 67. GLD Template | Colo(u)r Palette based on go/Quantum #5F7C8A #CED7D B #8FA3AD #5F7C8A #445963 #A2A2A2 #F0F0F0 #E0E0E0 #A2A2A2 #636363 #785447 #D6CBC 7 #A0877E #785447 #5C3F36 Blue GreyGreyBrown Colour palette DO NOT DELETE!!!!
  • jjyu

    Mar. 20, 2018

Hành vi người tiêu dùng các ngành hàng FMCG & Retail trên môi trường trực tuyến của Google 2015 FMCG & Retail for Consumer digital by Google 2015 Xem thêm các tài liệu, thông tin về digital marketing tại: www.urekamedia.com/news www.mediaeyes.vn/news

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