Landscape of Vietnam digital advertisement market

Kengo Kurokawa Fonder / CEO Asia Plus Inc.

The Status of Vietnamese Ad Market

• CEO / Founder of Asia Plus Inc. (Service name – Q&Me)

• Conduct more than 200 market research annually

• Technology-driven market research company

Consumers are ahead in digital

TV, 91

Internet (PC), 134

Internet (Mobile),

103

Others, 56

Vietnamese average media consumption (min)

Facebook for Vietnam

By far, the strongest tool to reach your

audience

• 98% of urban 20-39 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

131

216

311

2013 2014 2015

Vietnam digital ad market (M USD)

Facebook Google

VCCorp (Dantri, CafeF etc) FPT online (VNExpress etc)

24H Zing

Others Total

Brands are catching up

Digital opens the door for more brands

Vietnam ad market was dominated by top brands to spend on TV. Digital

opens the door for more brands.

Top 20, 55%

Others, 45%

Vietnam advertisement spenders (2013)

High usage of social among brands

84% of brands use social advertisement

84%

46%

44%

39%

23%

Social advertisement

Search advertising / SEM

Display advertisement / GDN

Online video advertising

Influencer marketing

Digital marketing in use

78%

74%

68%

64%

55%

50%

39%

Increase number of inquiries (email,information request)

Increase Likes/followers

Increase Views of the posted contents

Increase traffic to the landing page /website

Increase conversion

Increase traffic and purchase at realshop

Increase # of search

Facebook ad objective

What is their goal?

Highly performance-driven market

Video as popular communications

85% use online video and Facebook, YouTube

are the top 2 media

91%

86%

65%

15%

6%

3%

Youtube

Facebook

Own website

Use ad network/ DSP

CocCoc

Other

In Vietnam,

43 brands have

more than

1 million fans(Japan = 16)

These brands post

7.2 contents daily

Vietnamese “likes”

48 brand page in average

44%

35%

32%

32%

30%

27%

17%

Receive latest product information

Receive event information

I simply like the brand

Give-aways / Lucky drawopportuities

Discounts / Coupon opportunities

Receive useful tips

Receive company information

Reasons of “likes” on brand pages

94% has removed their likes from brand page, including 19% of “often do”

41%

39%

39%

23%

12%

7%

Posts are different from my interests

Post of low-qualities

Too much commercial factors

Pots frequency are very few

When i feel interactions are with separateprofiles

Post have very few likes

Reasons for the removals

Easy come, easy go

Who takes care of ads?

87%

64%

59%

82%

13%

36%

41%

2% 16%

Facebook operations

Facebook ads

Online video ads

Website

Who is in charge of operation

In-house Outsource Mix of in-house and outsource

In-house operations with low cost staff, lacking

in PDCA cycle

Issues in digital marketing

66%

63%

50%

41%

39%

Lack of training & educationalopportunity

Lack of managementunderstanding

Inappropriate organizationalstructure

Lack of specialist on brand side

Lack of effective measurementtools

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

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

Vietnam ad market opportunity

Opportunities for solutions to increase their biz

kengo.kurokawa@asia-plus.net