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Navigating Vietnam's Digital Media 2011

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Aryeh Sternberg, Interaction Director @ Group M shares the digital media landscape as well as upcoming trends in Vietnam for 2011.

Navigating Vietnam's Digital Media 2011

  1. 1. Navigating Vietnam’sDigital Media 2011GroupM Interaction
  2. 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. 3. Internet SnapshotAugust, 2009
  4. 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 Ju 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. 5. Media recency by age groupsWith 52% of the population aged 15-45, it is no wonder the internet isfast rivaling traditional communication channels as the most engagingreach 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. 6. They are connecting primarily from home, which is a massivechange from work and Internet cafes in 2008 after working hours 52% from 5pm to 12am. 2011 Digital Trends - GroupM
  7. 7. 2009August The majority of online users are still first looking for news and information, however social activity is quickly growing 2011 Digital Trends - GroupM
  8. 8. August, 2009 Mobile Snapshot
  9. 9. 9 Total telephone subscribers – 7 year trend12/9/2010 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 mobileVietnams 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. 10. Mobile penetration far outpacing that of landlinesand is expected to reach 100% penetration by 2013 2011 Digital Trends - GroupM
  11. 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 0 es t ic ps a h ls a n lls TV ge S ne er er ot tio SM us ai m cli ca ra er m ch m m to m ga iga sto lm ice ca ke Ca nt ue at to ile av /fi ei W Vo o Bl ec ta n Sn de ob eo Us Da te Ch Vi m vi d GP Lis ay ch Pl at W Source: 3D 2010 Base: 716 adults aged 15-45 who currently own and use a mobile phone 2011 Digital Trends - GroupM
  12. 12. Search Snapshot
  13. 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. 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 sources84% 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. 15. Social Media Snapshot
  16. 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. 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 - GroupMSource: Click Media
  18. 18. 2011 DIGITAL TRENDS
  19. 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. 20. Mobile: Mobile Tagging QR Codes are the most prevalent forms of mobile tagsMobile Tagging involves the encodingof information in a 2-Dimensional (2D)codeAlmost any mobile phone with acamera can be used to decode mobiletagsThis 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. 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. 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. 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. 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 5 0 es t ic ps a h ls a n lls TV ge S ne er er ot tio SM us ai m cli ca ra er m ch m m to m ga iga sto lm ice ca ke Ca nt ue at to ile av /fi ei W Vo o Bl ec ta n Sn de ob eo Us Da te Ch Vi m vi d GP Lis ay ch Pl at W Source: 3D 2010 Base: 716 adults aged 15-45 who currently own and use a mobile phone * 2011 Digital Trends - Mindshare 24
  25. 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. 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. 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. 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. 29. Thank You

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