Downloaded 28 times
![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](https://image.slidesharecdn.com/vndigitalconsumerbehaviour-cpgretail052016-160610031307/85/Vn-digital-consumer-behaviour-cpg-amp-retail052016-15-320.jpg)
Uploaded byHugh Vo
Vn digital consumer behaviour cpg & retail052016
Vietnam has a large and growing online population, with 44 million internet users spending an average of 8 hours per day online across devices. 25% of Vietnamese internet users are "multi-screeners" who use both desktops and smartphones. While TV is still a main focus, 32% of TV and internet users go online through other devices while watching TV. Search engines and online video are very popular online activities. However, there is a significant mismatch between how consumers spend their time online and companies' allocation of advertising spending.
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Vn digital consumer behaviour cpg & retail052016
- 1. 17 Mar 2015 FMCG& Retail for Digital Consumers
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- 3. 17 Mar 2015 Majorityof 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. 17 Mar 2015 44Million 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. 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. 17 Mar 2015 IsTV 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. 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. 17 Mar 2015 SignificantMismatch between Media Consumption VS Allocation of Media Spend eMarketer, 2013 Group M Vietnam Digital Landscape, 2013
- 9. Living in thedigital 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. To grow, yourbusiness must exceed the pace of change Will you embrace… New behaviours & tech ? Will you try… New business ideas ? ADAPT FAST
- 11. Larry Page, Founder andCEO, 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. FMCG & RetailConsumer Digital Trends in Vietnam
- 14. Google Search has Grown160% in 2 years 17 Mar 2015 Google Internal Data 35 Billion Queries in 2014
- 15. 17 Mar 2015 ANew 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
- 16. Online Shoppers alsoHeavily use the Internet to Research the Products they Buy 17 Mar 2015 Google Internal Data
- 17. Food & GroceriesSearch has Grown >100% in 2 years 17 Mar 2015 Google Internal Data
- 18. Beauty & PersonalCare Search has Grown >100% in 2 years 17 Mar 2015 Google Internal Data
- 19. Home & GardenSearch has Grown >100% in 2 years 17 Mar 2015 Google Internal Data
- 20. Dining & NightlifeSearch has Grown ~100% in 2 years 17 Mar 2015 Google Internal Data
- 21. YouTube Can’t beIgnored Anymore Search on YouTube has grown >200% 17 Mar 2015 Google Internal Data 40 Billions Videos Viewed in 2014
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- 23. 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
- 24. Achievements How Media Successful launch ofnew 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
- 25. 15 Minutes tofill in the board... 17 Mar 2015
- 26. Assignment 2 Assuming you’veidentified 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
- 27. FMCG & RetailConsumer Google Solutions
- 28. Google Confidential andProprietary 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.
- 29. 17 Mar 2015 EngagedVideo 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
- 30. 17 Mar 2015 WhereYour Display Banners will Show
- 31. 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
- 32. 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
- 33. YouTube.vn domain Việt NamContent 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
- 34. Google Confidential andProprietary 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
- 35. 17 Mar 2015 Wideselection of ad formats to choose from InVideo Ad Promote Your Video Ad Dominate Youtube HomePage InStream Ad
- 36. 17 Mar 2015 IncredibleReach >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
- 37. 17 Mar 2015 Overview •PreRoll 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
- 38. 17 Mar 2015 Overview •Viewerssee 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)
- 39. 17 Mar 2015 Overview •Peoplesee 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)
- 40. Chotot.vn - VănMai Hương
- 41. 17 Mar 2015 Mastheadexamples 100% share of voice for a day on the prestigious Youtube homepage
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- 45. Hangout on Air(coming in 2015) Live Masthead (coming in 2015)
- 46. 17 Mar 2015 Alwaysbe there when your customers are searching for you
- 47. 17 Mar 2015 mCommerc e Tapinto the increasing mobile search pool In-store App download & in-app purchases Call
- 48. 17 Mar 2015 EngagedVideo 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
- 49. 17 Mar 2015 SetKPIs 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
- 50. Go online tocatch 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
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- 54. What Google Solutionswill you add to your media mix to XX your headline success X SOLUTION
- 55. 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
- 56. GDN Remarketing Increase reachwith 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
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- 58. Clicks in 7days: 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
- 59. Benefits of Online/ Offline Integrated Video Strategy: Incremental Reach 17 Mar 2015 Nielsen, Nov 2014 14+
- 60. Google Confidential andProprietary 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
- 61. Google Confidential andProprietary 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
- 62. 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.)
- 63. 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
- 64. Google Confidential andProprietary 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
- 65. 17 Mar 2015 Measuring:The Key to Performance
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