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TheFourCsofMobileAdvertising
C H A N N E L | C O N T E X T | C O N T E N T | C O N N E C T
V I E T N A M - S E P 2 0 1 5
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Source: eMarketer Digital World Atlas
Everyone owns at least one mobile phone
145% 138% 131% 125%105%
Malaysia Thailand Vietnam Indonesia Philippines
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Smartphones are making inroads into the masses
Source: eMarketer 2015
Vietnam
36%
Thailand
39%
Malaysia
47%
Philippines
37%
Indonesia
37%
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For many, mobile phone is the first and only internet screen
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34% OF TOTAL APAC AD SPEND
73% OF DIGITAL
APAC mobile internet ad spend expected to soar
Source: emarketer 2015; mobile spend includes tablets, all display (banner, video and rich media) and search; exclude SMS, MMS & P2P messaging-based ad
2015
2019
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So we asked: ‘have you read or clicked on any mobile ads in the past one month?’
Q7. Have you read or clicked on any mobile ads in the past one month?
Mobile ads definitely pique consumers’ curiosity
40% 33% 38% 45% 44%25%
37% 41% 33%32% 40%
42%
SEA Malaysia Indonesia Philippines Thailand Vietnam
No
Yes, I clicked on it accidently.
Yes, because I was interested.
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Do you let your 3-8 year old kids use a smartphone/tablet?
Source: Asianparent / Samsung Kidstime’s Mobile Device Usage Among Young Kids 2014; Q: Do you let your 3-8 year old kids use a smartphone/tablet?
Future consumers already own a mobile phone today
14% 14% 13% 15% 16% 12%
66% 69% 66% 64% 67%64%
19% 15% 19% 20% 15% 23%
SEA Indonesia Malaysia Thailand Philippines Singapore
Never
No. Except in certain cases
Yes. Sometimes
Yes. Most of the time
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Mobile is the new end cap
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But we still have incomplete knowledge on how consumers response to mobile advertisingL A C K T R A C K I N G A N D L A C K ( T R A D I T I O N A L ) C R E A T I V E S P A C E
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So we embarked on a region-wide research in July
2600+ RESPONDENTS
5COUNTRIES
15 – 54 YEARS OLD SMARTPHONE INTERNET USERS
Vietnam
489,075
Thailand
145,885
Malaysia
129,658
Philippines
127,076
Indonesia
97,719
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Methodology
BY INVITATION ONLY
You can’t choose to join our panels or recommend your friends – We invite to ensure random selection and full control.
SINGLE SOURCE
We apply one method for recruitment across all panels to give you consistent results, every time.
NO PROFESSIONALS
Our panelist are offered small lucky draws – that’s it! We only want people joining for the right reasons.
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CHANNEL
What are the mobile touch points?
Four core questions:
CONNECT
How to integrate mobile with other mediums
CONTENT
How to engage consumers on mobile?
CONTEXT
When is mobile used to engage with brands?
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Find this report interesting ? Download the full report by visiting▶ http://www.decisionlab.co/download-
material-4cs-vietnam