The Status of Vietnamese Ad Market

Transcription

1 The Status of Vietnamese Ad Market Kengo Kurokawa Fonder / CEO Asia Plus Inc.

2 CEO / Founder of Asia Plus Inc. (Service name Q&Me) Conduct more than 200 market research annually Technology-driven market research company

3 Consumers are ahead in digital Vietnamese average media consumption (min) Others, 56 TV, 91 Internet (Mobile), 103 Internet (PC), 134

4 Facebook for Vietnam By far, the strongest tool to reach your audience 98% of urban use it 75% use it to as information source Spend 2.5 hours in average daily Owns 460 friends in average 14% single have used it to look for the partner

5 Brands are catching up Vietnam digital ad market (M USD) Facebook VCCorp (Dantri, CafeF etc) 24H Others Google FPT online (VNExpress etc) Zing Total

6 Digital opens the door for more brands Vietnam advertisement spenders (2013) Others, 45% Top 20, 55% Vietnam ad market was dominated by top brands to spend on TV. Digital opens the door for more brands.

7 High usage of social among brands 84% of brands use social advertisement Digital marketing in use Influencer marketing 23% Online video advertising 39% Display advertisement / GDN 44% Search advertising / SEM 46% Social advertisement 84%

8 What is their goal? Highly performance-driven market Facebook ad objective Increase # of search 39% Increase traffic and purchase at real shop 50% Increase conversion 55% Increase traffic to the landing page / website 64% Increase Views of the posted contents 68% Increase Likes/followers 74% Increase number of inquiries ( , information request) 78%

9 Video as popular communications 85% use online video and Facebook, YouTube are the top 2 media Other 3% CocCoc 6% Use ad network/ DSP 15% Own website 65% Facebook 86% Youtube 91%

10 In Vietnam, 43 brands have more than 1 million fans (Japan = 16)

11 These brands post 7.2 contents daily

12 Vietnamese likes 48 brand page in average Reasons of likes on brand pages Receive latest product information 44% Receive event information 35% I simply like the brand Give-aways / Lucky draw opportuities Discounts / Coupon opportunities 32% 32% 30% Receive useful tips 27% Receive company information 17%

13 Easy come, easy go 94% has removed their likes from brand page, including 19% of often do Reasons for the removals Posts are different from my interests 41% Post of low-qualities 39% Too much commercial factors 39% Pots frequency are very few 23% When i feel interactions are with separate profiles 12% Post have very few likes 7%

14 Who takes care of ads? In-house operations with low cost staff, lacking in PDCA cycle Who is in charge of operation Website 82% 2% 16% Online video ads 59% 41% Facebook ads 64% 36% Facebook operations 87% 13% In-house Outsource Mix of in-house and outsource

15 Issues in digital marketing Lack of effective measurement tools 39% Lack of specialist on brand side 41% Inappropriate organizational structure 50% Lack of management understanding 63% Lack of training & educational opportunity 66%

16 Vietnam ad market summary Very digital-driven consumers (high smartphone penetrations). Loves Facebook Facebook and YouTube ads two main advertisement platform Digital ad market increasing by 50% annually Highly performance-driven ad market Need for the skill-up

17 Vietnam ad market opportunity Opportunities for solutions to increase their biz 1. Creative with high quality 2. Solution for mobile-screen 3. Retail-oriented digital solutions 4. Comprehensive measurement tools (why worked, why not worked) 5. Solutions for customer funnels

18