A shift in the marketing landscape in Integrated marketing conferences – Source: TNS Global Market Research Vietnam, April 2011. Shared by Phuong Cmo, Digital Strategies of Buzz Digital Marketing Agency

1. Integrated Media
A shift to Digital
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2. Agenda
A shift in advertising consumption
Vietnam vs. the rest of the digital world
Digital brand alignment / route to purchase
Activating different consumer groups
Executive summary
2

3. A Shift in Advertising
3

4. Advertising spend breakdown - 2010
Change Total
2009 2010
MEDIA TYPE Growth Industry %
USD USD
%
Newspapaers Magazines
Internet TV 458,000,000 551,008,000 20% 78%
11.8%
11.5% 6.9%
6.9%
2.2%
3.1% RADIO 2,117,000 1,830,000 -14% 0.26%
NEWSPAPERS 83,251,000 81,145,000 -2% 11.5%
MAGAZINES 49,224,000 48,382,421 -2% 6.9%
INTERNET 15,500,000 22,000,000 41% 3.1%
15.8% %
TOTAL $608,095,000 $704,366,000
Radio
0.3%
.26%
TV
Ad spend grew by 15%
78.7%
78% driven by TV & Internet
advertising. All other
mediums were in decline
TV Radio Newspapaers Magazines Internet
4
Source: TNS - Kantar Media 2010

5. Vietnam Media Reach – past week
Past Week Reach (%)
100
TV
80 Posters/Billboards
Newspaper
60
Magazine
40 Radio
Cinema
20
Internet
0
Total 15-19 20-24 25-29 30-34 35-39 40+ years
Vn Youth are heavy surfers and will become the
mainstay of internet advertising in the future 5
Base: Males and Females aged 15+ across all 4 major cities (Ho Chi Minh City, Hanoi, Da Nang and Can Tho)
Source: TNS Media Habits Survey

6. Day in the Life of an Internet User
Watching TV
TV
Listening to Radio
Surfing the Internet
Reading Newspapers
Reading Magazines
Internet
Newspapers
M
M
M
M
M
M
10 M
M
M
M
M
M
M
M
M
M
M
M
M
11 M
12 M
PM
12 M
AM
A
A
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A
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A
A
0A
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-
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Internet can help fill the gap between traditional media
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and provide a truly integrated marketing campaign
Base: Past month internet users aged 15+ across all 4 major cities (Ho Chi Minh City, Hanoi, Da Nang and Can Tho)
Source: Yahoo!-TNS Net Index 2008

7. Media Exposure Trends
Time Spent Per Day (Mins)
295
253
2006 2007 2008
233
46 45 46 43
22 24 21 22 30
9 10 8
TV Newspaper Magazine Radio Internet
Time spend watching TV has decreased by 1 hour per day since 2006,
7
while Internet is the only medium growing (21 minutes / day)
Base: Males and Females aged 15+ across all 4 major cities (Ho Chi Minh City, Hanoi, Da Nang and Can Tho)
Source: TNS Media Habits Survey)

8. Where we surf
71
66 2009 2010
53
46
24 25
20
16 15
12 11
9
Home Internet Café Mobile phone Friends place Work School
Vietnamese are surfing the net more at home than at 8
internet café’s, tripling of time spent on the net?
Source: TNS Media Habits survey, 2010

9. 1 What is the state of
play in the digital
landscape?
Picture
i. The size and structure
of the digital medium
ii. The hierarchy of digital
activities
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10. The size and structure of the digital medium
What you can learn
Identify the most digitally engaged
markets
Understand the role of digital as media
channel
Picture
Map the structure of digital access
points and relative usage
Understand the drivers of digital
behaviour
10

11. Transformational nature of Digital leads to higher engagement in the
emerging world which offers an opportunity for brands
% online users highly engaged
Country % Country % Country % Country %
1.Egypt 56% 13.Italy 47% 25.USA 43% 37.Netherlands 33%
2.S Arabia 56% 14.Poland 46% 26.Tanzania 42% 38.Philippines 32%
3.China 54% 15.Thailand 46% 27.S Korea 42% 39.Norway 30%
4.Malaysia 53% 16.Argentina 45% 28.Portugal 40% 40.Sweden 27%
5.Turkey 52% 17.Vietnam 45% 29.Mexico 40% 41.Luxemburg 27%
6.S Africa 51% 18.Uganda 44% 30.Greece 38% 42.Finland 26%
7.Kenya 51% 19.Israel 44% 31.Canada 37% 43.Estonia 26%
8.Morocco 51% 20.Hong Kong 44% 32.Spain 37% 44.Denmark 25%
9.UAE 50% 21.UK 43% 33.Austria 36% 45.Indonesia 24%
10.Brazil 48% 22.Nigeria 43% 34.Belgium 36% 46.Japan 20%
11.France 48% 23.India 43% 35.Germany 36%
12.Singapore 47% 24.Russia 43% 36.Australia 35%
11
Digital Engagement – See methodology pack
Bases: All respondents 48804

12. Home access is readily available with 8 out of 10 digital consumers
haveing accessed from home in the last four weeks
% online users accessing internet in last four weeks
Global
Vietnam
12
S4: Access points
Bases: All respondents 48804 / 602

13. Digital is an important medium but telvision is stil by far the most
frequently accessed medium amongst Vietnamese digital consumers.
% using at least once a day – % using Digital at least once a day
Vietnam (Global) – Vietnam
(54)
(32)
(61)
(14)
*
(36)
*
* Low base 13
S5: How often access / I10: Usage of offline media
Bases: All respondents 48804 / 602 / 363 / 239 / 75 / 191 / 275
/ 43 / 18

14. Social networking is the most engaging activity
14
I1: Frequency of online activities / Digital engagement index –
see methodology pack
Bases: All respondents 602

15. The Vietnamese digital consumer is extremely open to brand interaction
online across nearly all activities
Attitudes to brand interaction within activities
*
% open to
brands
% who find
brands
intrusive
Net difference between openness to brand and intrusiveness
Vietnam 42 41 62 27 41 81 66 66 65 66 35
Global 7 -2 16 12 -1 31 37 16 23 15 2
* Low base 15
I4: Intrusiveness of brand contact
Bases: All respondents who ever do activity 230 / 419 / 298 /
90 / 92 / 42 / 69 / 181 / 148 / 162 / 75

16. Research Finding Business Implication
Usage and engagement levels are Along with TV, Digital should be a
very high key pilar of any marketing strategy
There are other activities beyond
Ensure campaign also engage people
social networks and email that
on site within these activities to
Vietnamese digital consumers spend
maximise opportunities
more time on
Vietnamese digital consumers are Be brave and bold to get attention,
extremely open to brand interactions consumers are open to brand
across most activities messaging
Mobile use is on the increase Target younger groups with mobille
particualry amongst younger age campaigns particualrly with a multi-
groups media element
16

17. How do we maximise
opportunities with the
digital consumer?
Picture i. Brand alignment with
the path to purchase
and alignment to social
media
17

18. What you can learn
Understand effective combinations of
online vs. offline touchpoints, and
brand vs. user generated content
Map purchase paths across regions
and categories
Picture
Assess the impact of social media on
digital strategies
Identify the most effective tactics to
employ in building social media
strategies
18

19. Half of all Vietnamese digital consumers browse for products or services
on a daily basis, double the global average figure. Online touch points
are also critical on the path to purchase
% used touchpoint for researching – Vietnam (Global)
51% (18)
of consumers browse
online DAILY for products (16)
or services to buy
Vietnam Online (12)
touchpoints
2% (18)
of consumers NEVER
browse online for products (11)
or services to buy
(11)
(6)
24%
of consumers browse online (11)
DAILY for products or
services to buy Offline
(17)
Global touchpoints
13%
of consumers NEVER (12)
browse online for products
or services to buy 19
I1: Frequency of online activities / OS3: Research sources
Bases: All respondents 48804 / 602

20. Nearly half of digital consumers check their social network account every
single day. Under 25‘s even more so.
% using social networking
Global Vietnam Male Female 16-20 21-24 25-34 35-44* 45-60*
* Low base 20
I1.01: Usage frequency of SN
Bases: All respondents 48804 / 602 / 363 / 239 / 75 / 191 / 275
/ 43 / 18

21. Whilst Vietanemse digital consumers have less social network friends
they do have above average numbers of brand friends
Connections on social networks
Global Vietnam Male Female 16-20 21-24 25-34 35-44* 45-60*
Nett difference between openness to brand and intrusiveness
* Low base 21
N10: Brands connec. to SN / N11: Friends connec. to SN
Bases: All respondents / Social networkers

22. Multi- media and apps are a key part of social networking activity
% doing social media activity daily
Over 50%
reach
22
I5: Social media activities
Bases: All respondents 602

23. Finding Implication
Half of all Digital consumers browse Alocate spend accordingly and
for products or services online every ensure their are plenty of brand
day digital touch point opportunities
Many product categories are Ensure brand home site is
purchased online with online, review engaging and other touch points
sites and manufacturer websties are drive consumers to the site to push
widely used conversition
Social netwroking is set to grow Encourage string brand fan pages
overt the next 2-3 years, especially with lots of multi-media content
amongst the under 25‘s aimed at younger consumers
Target this sub-group to spread
Half of all young males actively talk brand messages. Make sure brand
about brands fan pages are full of information and
offers
23

24. How do we maximise
opportunities with the
digital consumer?
i. Brand alignment to
Picture consumer groups
ii. Understanding and
activating individual
consumer groups
24

25. What you can learn
Understand distinct groups of
consumers, their needs and digital
behaviours
Understand where you can find them
Understand what they are doing Picture
Understand when they are doing it
Identify how you can communicate
with them
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26. Digital lifestyles
INFLUENCERS
The internet is an integral part of my life. I’m young and a big mobile internet user and generally access
everywhere, all of the time. I’m a blogger, and a passionate social networker. I’m also a big online shopper, even via my
mobile. I want to make sure as many people as possible hear my online voice.
COMMUNICATIORS
I just love talking and expressing myself, whether that’s face to face, on a fixed line, mobile or on social
networking sites, instant messaging or just emailing people. I really want to express myself in the online world in the way
that I can’t in the offline one. I tend to be a smart phone user and I’m connecting online from my mobile, at home, at work or
at college.
KNOWLEDGE-SEEKERS
I use the internet to gain knowledge, information and to educate myself about the world.
I’m not a big user of social networks but I do want to hear from like-minded people especially to help me make purchase
decisions. I’m very interested in the latest thing.
NETWORKERS
The internet is important for me to establish and maintain relationships. I have a busy
life whether it’s my profession or managing the home. I use things like social networking to keep in touch with people I
wouldn’t have time to otherwise. I’m a big home internet home user and I’m very open to talking to brands and looking for
promotions. That said I’m not really the kind of person to voice my opinions online.
ASRPIRERS
I’m looking to create a personal space online. I’m very new to the Internet and I’m accessing via
mobile and internet cafes but mostly from home. I’m not doing a great deal at the moment online but I’m desperate to do
more of everything, especially from a mobile device.
FUNCTIONALS
The internet is a functional tool, I don’t want to express myself online. I like emailing, checking the news,
sport & weather but also online shopping. I’m really not interested in running my social life online and I am worried about
data privacy and security. I am older and have been using the internet for a long time. 26
Digital Lifestyles – see methodology pack

27. On the digital consumer engagement map, the relationship between
behaviour and attitude towards Digital is not linear
HIGH
CONSUMPTION
Internet is commoditised Internet is pivotal
Makes my life more efficient Is the centre of my life
LOW HIGH
INVOLVEMENT INVOLVEMENT
LOW
Internet is irrelevant CONSUMPTION Internet is aspirational
Not a big part of my life Helps me achieve my goals
27
Digital Lifestyles – see methodology pack
Base: All respondents 48804

28. Communicators and Influencers are the largest segments in the
Vietnamese market. There are also significant numbers of Knowledge
seekers and Networkers
% incidence
Global Vietnam Male Female 16-20 21-24 25-34 35-44* 45-60 *
* Low base 28
Digital Lifestyles – see methodology pack
Bases: All respondents 48804 / 602 / 363 / 239 / 75 / 191 / 275
/ 43 / 18

29. Influencers are a key group to listen to and to influence on the online
path to purchase. Many influencers are only purchasing certain product
categories online
% bought online only
29
Digital Lifestyles – see methodology pack
Bases: All respondents 159 / 276 / 95

30. Finding Implication
Almost half of digital consumers in Taregt this large group appropriately
Vietnam are Communicators and focus on their love of talking
One quarter are Influencers who are
Engage with these consumer to
extrenely active in talking about
generate ‚buzz‘ around your brand
brands
Many influencers puchase many
Optimising Digital POS is critical
categories online only
30

31. Section Content
Executive Summary
Picture
31

32. Digital strategies
Digital is a widely used medium, focus
investment accordingly
Explore connecting with consumers in
the activities of Knowledge and
Education & Multi-media
Exploit consumers’ openness to brands Picture
Invest in online pos and digital touch
points
Target key ‘Influencers‘ to spread brand
‘buzz’ in an engaged market
32

33. Digital is a widely used medium, focus investment accordingly
Digital is the 2nd most frequently accessed medium (tied with Newspapers)
most after television
Home access is widespread with 83% having accessed the internet at home in
the last four weeks. This is on a par with the global average.
Consumers in Vietnam are highly engaged and spend 16.1 hours a week online
(just slightly less than the global average of 17.6). This figures shoots up to 19.6
hours for the under 20’s.
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34. Explore connecting with consumers in the activities of Knowledge and
Education and Multi-Media
In many markets Social Networking and email account for most activity and
hours spent online. Vietnam appears to be a very sophisticated market
with consumers engaged in many more activities at significant levels.
In particular Knowledge and Education and Multimedia account for the
most time online. Many people also access news sites on daily basis.
Knowledge & Education and Multimedia are the two activities set to grow the
most over the next 2-3 years. It will be key to build relationships with
consumers around these activities to harness that growth in usage in the
future.
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35. Exploit consumers’ openness to brands
Digital consumers in Vietnam are amongst the most open to brands out of any
markets in the study. This is true across all activities.
For example 60% of Vietnamese digital consumers are open to brand
interactions whilst are on social networking sites. The global average is
actually only 18%. China (48%) and Brazil (43%) are the only markets that come
close to being as open.
Nearly all activities (bar the functional Organising and Personal Admin) are very
open spaces for marketers to advance their brands with digital consumers
35

36. Invest in online pos and digital touchpoints
Digital consumers in Vietnam are purchasing online as well as doing a lot
of their research for products and services online. In fact half of all consumers
browse for products or services on a daily basis.
In certain categories many people ONLY purchase online (e.g. Travel 18%,
Cosmetics 13% and Clothes 12%) so it is key to optimise digital POS’s as well
as ensuring that digital brand touchpoints are driving consumers to the right
manufacturer websites.
CGM is a key touch point in Vietnam within certain product categories. For
example half of all digital consumers use users Reviews when researching
Automotive and Personal Finance products/services
36

37. Sample Profile: Vietnam
Methodology: CAWI interviews conducted in June and July 2010
N = 602
Gender I Age I Region I Occupation I Income I
Male 363 16-20 75 HCMC 360 Employed 389 High 322
Female 239 21-24 191 Hanoi 181 Home Duties 6 Medium 136
25-34 275 Da Nang 39 Student 174 Low 81
35-44 43 Can Tho 22 Retired / 16
Unemployed
45-60 18
37
*I = Interviews

38. ?
Further details: Further details:
www.discoverdigitallife.com ralf.matthaes@tnsglobal.com
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