This document discusses opportunities for mobile advertising in Vietnam. It notes that Vietnam has over 12 million smartphone/tablet users and mobile searches have increased 500% in recent years. Most Vietnamese mobile users search for information, products, and reviews on their phones. The top industries attracting mobile attention are games, ecommerce, and shopping. However, mobile ad revenue in Vietnam is currently dominated by OTT players like Zalo and Line due to their large user bases. The document provides recommendations for running successful mobile ad campaigns in Vietnam through developing high quality mobile apps and websites and partnering with local mobile ad networks and agencies.

1. MOBILE ADNETWORK IN VIETNAM?

2. ?
?
MOBILE ADNETWORK IN VIETNAM?
1. Why Mobile?
2. How Mobile?
3. Earn money on Mobile Ads Network
4. Mobile Adnetwork Eco-system
5. Running mobile Ads in Vietnam?

3. ?
?
Why Mobile?
Vietnam 2013: More than 12 millions Smartphone/ Tablets Users – More than 3,3
millions 3G subcriptions
Number of tablets sale in VN in 6 months of 2013 reach 250.000
In the world
500%
Searching on
Mobile increase
500% in
compare with 2
years ago
2013
Smartphone
and tablet
more than PC
200 millions
2013
- Shopping on
Smartphone
29%
-E-commerce:
50%
2016
Access to
internet by
mobile in
Asian : 50% in
the world
1,300
billion $
Payment buy
mobile in 5
years
increase 4
times
Source: Mobithingking, cisco, idc…

4. ?
?
47% 47% use smartphone to search 36%
information for products
30% use smartphone to see
review of products on website
80% smartphone users want
more live information appear
on their device
64% users always use app
to look for brand
information
48% use smartphone for online
payment
73% share information
about products for friends
on their phone
And 99% Use at lease 1 app everyday!
Source: Mobithingking, cisco, idc…
Why Mobile?
Among Vietnamese mobile users

5. ?
?
Search queries on laptop/PC and Mobile
2011
2012
Vietnam
2011
2012
2011
2012
58M/day
12%
60M/day
20%
70M/day
21%
70M/day
25%
85M/day
27%
75M/day
25%
Indonesia Thailand
…..M/day: Search in general
…%: Search queries on mobile
Compared to other countries in the region, the total amount of search queries in Vietnam is
lower, but the growth rate of mobile search queries is high
Source: Google
Why Mobile?

6. ?
?
Source: Google
Why Mobile?
Industry Vertical Query Growth
(Q4 2012, YoY)
% Clicks from
Mobile Devices
Mobile Query
Growth
(Q4 2012, YoY)
Mobile Click Growth
(Q4 2012, YoY)
Arts & Entertainment 9,7% 14,0% 75,3% 721,1%
Autos & Vehicles 10,6% 14,0% 74,2% 524,7%
Beauty & Fitness 25,9% 15,0% 126,5% 493,0%
Business & Industrial 17,7% 10,0% 97,6% 553,2%
Computers & Electronics 17,9% 7,0% 102,7% 517,2%
Finance 21,3% 17,0% 115,4% 818,0%
Food & Drink 18,9% 17,0% 97,1% 748,5%
Games 3,9% 9,0% 62,2% 438,8%
Health 16,7% 14,0% 108,0% 759,7%
Hobbies & Leisure -1,3% 13,0% 50,2% 903,5%
Home & Garden 5,4% 10,0% 96,0% 662,1%
Internet & Telecom 18,4% 19,0% 68,8% 461,3%
Jobs & Education 13,2% 11,0% 79,9% 566,2%
Law & Government 5,4% 14,0% 55,5% 650,7%
News, Media & Publications 26,6% 29,0% 127,8% 406,3%
Real Estate 10,7% 9,0% 102,6% 253,1%
Shopping 13,4% 14,0% 97,7% 553,0%
Sports 21,5% 23,0% 96,2% 400,9%
Travel 18,3% 18,0% 83,0% 559,5%

7. ?
?
Top industry get attention from mobile user
- Game Online -
Search queries for Game Online on mobile double in recent years
Source: Google
Why Mobile?

8. ?
?
Top industry get attention from mobile user
- Online shopping and E-commerce -
Search queries for Online shoping increase 2% - 16% in recent years
Source: Google
Why Mobile?

9. ?
?
20 millions
150.000 250.000
240.000
51 millions
40 millions
According to CleverNET report, Vietnamese
users are increasingly paying attention to the
ads on the application they are using.
Number of click on CleverNET system has
increased nearly 70% in just 2 months.
Source: CleverNET
Why Mobile?

10. ?
?
Develop more
application
How Mobile?
Compatible mobile
web development
Mobile ad network on smartphone and tablet
Online ad network
Open more “showroom” in the city where users are familiar with mobile network

11. ?
?
How Mobile?
Develop more application and mobile web
When you have an app/ wapsite, it means:
- Your brandname always in customer’s
pocket, they can see you everyday
- User can access to your information even
when they are offline
- You can make revenue by locate advertising
on your app/ wabsite
- User can decide to buy your product
whenever they need
- User can call you, find the location of your
shop, email/ SMS on their smartphone

12. Smartphone DDeevveellooppeerr iinn VViieettnnaamm::
HHooww ccaann tthheeyy mmaakkee mmoonneeyy oonn tthheeiirr
aapppplliiccaattiioonn aanndd mmoobbiillee wweebb??

13. ?
?
Make money on mobile adnetwork
1. PAY PER DOWNLOAD
KKeeyy ssaallee ppooiinntt::
- Specialized and unique content,
difficult to copy.
- Strong brandname
- User only pay once and rarely
pay more after download the app
- 5% app on iTunes are this type
Disadvantage: Habbit of “trial
period” by Vietnamese end-user

14. ?
?
Make money on mobile adnetwork
2. IN – APP PURCHASE
Key sale point:
- Always provide new value for
end-user
- 95 over top 100 on game portal
use this model
- Success story of Mobile Game
in Vietnam
Disadvantage:
-High revenue share for Telcos
(55%)
- Apple don’t accept local
payment
- Operate and Optimize product
3. ADVERTISING
Key sale point:
- High time spend on app
- Detail information of user
- Only choice of free app
Disadvantage:
Many big brands don’t care
about this advertising

15. MMoobbiillee AAddnneettwwoorrkk ooff
VViieettnnaamm iinn 66 rreecceenntt mmoonntthhss
9900%% aaddvveerrttiissiinngg rreevveennuuee aarree
OOTTTT ((ZZaalloo,, LLiinnee,, KKaakkaaoo TTaallkk))
bbeeccaauussee tthheeiirr CCPPCC aarree hhiigghh
FFiillllrraattee aanndd CCPPCC llooww iinn
ggeenneerraall
IInnvveennttoorryy aarree nnoott aabbuunnddaanntt
BBiigg ccoommppaannyy’’ss mmoobbiillee
aaddnneettwwoorrkk ((VVTTCC,, VVCCCCoorrpp……))
oonnllyy rruunn tthheeiirr oowwnn pprroodduuccttss
SSoommee ssttaattiissttiicc
NNuummbbeerr ooff aappppss iinn VViieettnnaamm:: 1155,,000000
-- 2255%% AAnnddrrooiidd
-- 1155%% iiOOSS
-- 6600%% JJAAVVAA
 RReevveennuuee oonn AApppp ~~ 11,,880000 bbiilllliioonn VVNNĐĐ
 MMoobbiillee GGaammee ~~ 11,,550000 bbiilllliioonn VVNNĐĐ
MMoobbiillee GGaammee iiss tthhee mmoosstt ssuucccceessss wwiitthh::
AAvveerraaggee RReevveennuuee ppeerr RReeggiissttrraattiioonn ((AARRRR))
rraannggee ffrroomm 1155,,000000 ttoo 5500,,000000 VVNNDD//mmoonntthh

17. ?
?
Mobile Adnet Eco-system
Delivery Models

18. AdNetwork Ecosystem

20. ?
?
Running Mobile Ads in Vietnam?
1. You need a good mobile web platform
 Compatible with many types of cellphone, different
screen sizes.
 No broken image, layout when users zoom in – good
interface
 Logical interface, easy to find important information
 Updated continuously - because mobile users do not stop
moving
2. You need a professional application
 Use design style of business to enhance brand identity
 The application should developed on all popular
operating systems for smartphones
 Reasonable layout, easy to follow, easy to find
information
 High speed is, not difficult to load
 Allow activities even when users are not online

21. ?
?
Running Mobile Ads?
3. Identify your goal or business purpose of your app
Make sure that it’s Specific, measurable,
attainable, realistic and timely
4. Choose the right marketing channel
Identify right target customers base on category,
apps content and interest of apps user.
5. Continuous ad tracking
Report, refine, optimize the campaign to make
right adjustment and come out effective result .
6. Contact with:
- Ad Agency (Admicro, Adflex, Vserv, Clevernet)
- Mobile adnetwork (Admob, Appstore.vn, Itunes, Google Apps)
- Wap master (Mwork: http://www.mwork.vn , Mkichhoat: http://kichhoat.net/)

22. Nguyen Thu Hien – Mobile Ad expert
Member of:
Mobile Monday Vietnam,
Vietnam Marketing Communication
Community (VMCC)
Vietnam Creative Enterprise (VCE)
Digital Content Vietnam
Email: nguyenthuhien.pr@gmail.com
Mobile: +84 904 939632
https://www.facebook.com/hhm207