Vietnam's digital landscape is evolving rapidly. In 2011, some key digital trends included the growth of mobile applications and augmented reality games on smartphones. Mobile tagging using QR codes was also emerging as a way to provide interactive content and coupons. Location-based services were utilizing online maps for advertising and deals. User-generated content through mobile phones was also increasing, with taking photos and videos being popular activities. Social media sites like Facebook and YouTube were gaining popularity despite some blocking. Group buying online and search engine optimization were also developing as marketing strategies in Vietnam. Integrating digital and offline advertising through techniques like mobile codes on TV and augmented reality billboards was starting to connect people across media.

1. Navigating Vietnam’s
Digital Media 2011
GroupM Interaction

2. Recap of 2010
In 2010 Vietnam digital marketing implemented a
mix of existing and new digital trends including:
• PC-based Augmented Reality
• SMS Marketing
• Enhanced Rich Media Display
• Facebook Fan Pages & Applications
• Social Media Mass Syndication
• MMO Avatar-Based Social Communities
• Online Group Buying
• Emerging E-Commerce Communities
• Search Engine Marketing & Optimization
• Integrated Offline-Online Marketing (Mobile &
Web)
• And more
* 2011 Digital Trends - GroupM 2

3. Internet Snapshot
August, 2009

4. Internet Usage Penetration of Vietnam’s Population
Internet penetration has been growing rapidly since 2003 reaching almost
26 mio users.
% of total population Yr End No. of % YoY
35 Totals Users growth
30 30.0
24.4 26.6 2003 3,098,007
23.6
25 22.0 25.0
19.9
2004 6,345,049 +105%
20
17.7
15.8
15 2005 10,710,980 + 69%
12.9
10
7.7
9.1 2006 14,683,783 + 37%
5.8
5 3.8
2.3 2007 18,551,409 + 26%
0
p
n
n
n
n
n
n
n
2008 20,834,401 +12%
Se
Ju
Ju
Ju
Ju
Ju
Ju
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03
04
05
06
07
08
09
10
20
20
20
20
20
20
20
20
2009 22,779,887 + 9%
Sep 2010 internet penetration
reached 29.98% (25.8m users)
2011 Digital Trends - GroupMCurrent 25,781,898 +17%
Source: VNNIC

5. Media recency by age groups
With 52% of the population aged 15-45, it is no wonder the internet is
fast rivaling traditional communication channels as the most engaging
reach vehicle for young consumers.
•Age Group 15-24 •Age Group 25-45
Source: 3D 2010 Base: 1,027 adults aged 15-24 and 1,897 adults aged 25-45
2011 Digital Trends - GroupM

6. They are connecting primarily from home, which is a massive
change from work and Internet cafes in 2008 after working hours
52% from 5pm to 12am.
2011 Digital Trends - GroupM

7. 2009
August
The majority of
online users are
still first looking
for news and
information,
however social
activity is quickly
growing
2011 Digital Trends - GroupM

8. August, 2009
Mobile Snapshot

9. 9
Total telephone subscribers – 7 year trend
12/9/2010
With so many people having 3 or more SIM cards, the tele-density figures
have become meaningless, the current figure nearing 200%
Millions 34.5m mobile
Vietnam's Digital Landscape
subscribers
new this year
bringing the
current total to
144.4
The net number of desk
telephone subscribers
has been falling over
the past year as more
people find mobile
phones more flexible
and cheaper due to the
competition between
mobile service providers
Tele-density: 12.3% 18.4% 32.6% 55.2% 97.5% 152.7% 185.3%
Source: Vietnam Ministry of Information and Communications (MIC) / GSO
2011 Digital Trends - GroupM

10. Mobile penetration far outpacing that of landlines
and is expected to reach 100% penetration by 2013
2011 Digital Trends - GroupM

11. Mobile Phone features used regularly
% of mobile phone owners
100 Age 15-24
89
85
Age 25-34
80 Age 35-45
64
60 52 54 54
48
40
26
22 23
20 11 9
5
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Source: 3D 2010 Base: 716 adults aged 15-45 who currently own and use a mobile phone
2011 Digital Trends - GroupM

12. Search Snapshot

13. Should I buy it?
How do I find out if
the price here is
competitive?
#1 Search Engine in
Vietnam, followed
by Bing (3% and
Yahoo (1%)
3o million web searches a day
3 million mobile searches a day
2011 Digital Trends - GroupM

14. Online sources are most helpful for gathering information,
evaluating and comparing options vs traditional medium
Percent Who Participated at Each Phase Most Helpful Source at Each Phase
Internet/online sources
84% General information gathering TV ad
Friends/family
87% Evaluation & comparing Magazine ad
TV show
87% Final purchase decision Newspaper article Friends/family are most helpful in the
final decision phase
Newspaper ad
Magazine article
Sales person
Purchase Postal mail ad or catalog
Retail store
n=341
Billboard or outdoor ad
Base: New Personal Care Product Sub- Gathering general information (n=286)
Group who used at least one source Radio ad Evaluating and comparing options (n=296)
Radio show Making a final purchase decision (n=295)
0% 10% 20% 30% 40% 50%
2011 Digital Trends - GroupM

15. Social Media Snapshot

16. Social Media Netizens. Population: 16 mil people
Teen: 13-19
Who’s on social media?
First jobbers: 20- 24
Young professionals:
25- 28 Mature group: 29- 39
Source: Click Media

17. Vietnam Social Media Overlap Map
No overlap but no overlook
Dien dan tin hoc
Zing Me
Yume
Facebook
Tinh te
Facebook
Yume ZingMe Yahoo 360 5giay.vn
Plus Youtube
webtretho Bongda.com.vn
Truongton Youtube
wordpress
Hihihehe
Vn-zoom.vn
Teen and first jobbers Young professionals and mature groups
2011 Digital Trends - GroupM
Source: Click Media

18. 2011 DIGITAL TRENDS

19. Mobile: Apps & Augmented Reality
http://www.youtube.com/watch?v
iButterfly mixes Location
=LoodrUC05r0&feature=related Based Services, Augmented
Reality and Coupons in Japan
http://www.youtube.com/watch?v=vEE6M0iW-Nw
http://www.youtube.com/watch?v=vEE6M0iW
Mobile applications including
games, tools, and entertainment
will increase in 2011. Augmented
Reality games may emerge like
the game above.
Potential restrictions in growth
are the limited number of iPhone
and Android handsets.
* 2011 Digital Trends - GroupM 19

20. Mobile: Mobile Tagging QR Codes are the most
prevalent forms of mobile
tags
Mobile Tagging involves the encoding
of information in a 2-Dimensional (2D)
code
Almost any mobile phone with a
camera can be used to decode mobile
tags
This specific tag uses QR encoding,
which is the industry standard
Popular Mobile Tags
Microsoft
* 2011 Digital Trends - GroupM 20
http://en.wikipedia.org/wiki/Mobile_tagging

21. Mobile: Mobile Tagging – How it works
1. Tag is generated by software
2. Phone shoots the tag via application (must download)
(message)
3. Tag is processed You have received a 20%
off coupon on your next
1. Test content is revealed purchase. Please show
this Coupon to the Cash
2. Information + WAP link Register attendant
WAP Site
* 2011 Digital Trends - GroupM 21

22. Location Based Services: Vietnam
Online maps provide a variety of potential sponsorship opportunities
including Map Directions, Product & Service Listings, Geo-targeted
coupons and more.
Product & Service Map Sponsorship Sponsorship
Listings & Geo-targeting (Directions &
More)
* 2011 Digital Trends - GroupM 22

23. Interactive Voice Response
Interactive Voice Response (IVR) is an automated interactive telephone system.
Users can call into the system to select specific content to listen to, also record
their own messages. The system can also automatically call a phone number
providing the same interactive services.
http://www.youtube.com/watch?v=rGjmPqhMVdo
IVR can be used for
automated calling and also
interactive gaming
* 2011 Digital Trends - GroupM 23

24. User Generated Content by Mobile
Taking photos and
% of mobile phone owners videos are the 3rd and
5th most used
100 functions for 25-45 Age 15-24
89
85 YO
Age 25-34
80 Age 35-45
64
60 52 54 54
48
40
26
22 23
20 11 9
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Source: 3D 2010 Base: 716 adults aged 15-45 who currently own and use a mobile phone
* 2011 Digital Trends - Mindshare 24

25. Facebook & YouTube Explosion
YouTube and Facebook
are in the Top 10 sites
visited in Vietnam
despite blocking
*
activities 2011 Digital Trends - GroupM 25

26. Group Buying
Group Buying enables consumers to take advantage of massive
discounts and deals through online purchasing. An item being sold
becomes active when a certain number of people commit to buying it (a
group), then only an additional number of the item are available for a
limited time, usually 24-48 hours. Interesting notes:
- Groupon, the most famous of the global group buying sites is under option for
acquisition by Google for more than $6 billion USD
- There are more than 650 active group buying websites in China
There are 10
group buying
sites in Vietnam
and growing
* 2011 Digital Trends - GroupM 26

27. Search Engine Optimization
With Search is the number one activity online in Vietnam and Google is the
most trafficked site, many brands have begun to explore using Paid Search as a
marketing solution. As more brands venture into Search Marketing, SEO will
gain traction with brands fighting over both Paid and Organic Search Results.
4% 1%
5%
Google
Yahoo
Xalo.vn
Bing
91%
* 2011 Digital Trends - Mindshare 27

28. Digital-Offline Integration
Online penetration has reached 30% and mobile penetration more than 80%
with smartphone penetration at 23%. Opportunities for driving people across
and among media are growing rapidly.
Mobile QR Code on
TVC
Outdoor Augmented
Reality
Outdoor SMS LED
* Billboard 28
2011 Digital Trends - GroupM

29. Thank You