This document discusses the opportunity for an ad network in Vietnam. It notes that while there are currently many local players in Vietnam's online advertising market, most focus on visual exposure and price competition with little targeting. The document proposes that a new ad network could bring added value through data mining, analytics, and more sophisticated targeting options to advertisers and publishers. This would help consolidate and grow Vietnam's online advertising market with more in-depth offers.

1. Opportunity for display ad
network in Vietnam
Minh Nguyen
Co-Founder LAVA Ad Network

2. What?

3. Online Advertising Segments
Source: Smaato 2010

4. Source: Smaato 2010

5. Middleman?

6. Yes, but it’s MORE than that…
• TECHNOLOGY
• DIGITAL USERS’ INSIGHTS
BRING ADDED VALUE TO DISPLAY ADS FOR
ADVERTISERS & PUBLISHERS

7. How?

8. Data-mining
and analytics

9. Display Ad Ecosystem: Evolution
Source: Adscentral.com

10. Source: Adscentral.com

13. A Look at
US?

14. US Market: Ad Network Growth
2003: 06 mạng quảng cáo (trong danh sách top-50 Ad Focus – comScore)
tiếp cận 31% người dùng trực tuyến của Mỹ;
2008: con số này là 26 mạng, với mức tiếp cận trung bình 59%.

16. VIETNAM CONTEXT

17. International Players
Web and Mobile
6+

18. Local Players
Web and Mobile
16+

19. MORE QUANTITY
LESS QUALITY !!!

20. Current
• Visual Exposure Driven
• Viewers being bothered
• Similar offers
• Price competition
• Almost no targeting options

21. Coming Soon?
• In-depth targeting options
– Socio-demographic
– Behavioral
– Re-targeting
• Differentiated products supported with
more sophisticated technology on data-
mining and analytics
• New members in the ad ecosystem: SSP,
DSP, etc

22. CONSOLIDATED
GROWTH MARKET
WITH IN-DEPTH
OFFERS

23. Thank You
minhnguyen@lavadigital.vn
longnguyen@lavadigital.vn