Vietnam, you tube and television in context

Proprietary + Confidential


YouTube VIETNAM IS A RED COUNTRY

Joe Ruelle Business Development Manager


8 REASONSWHY YOU SHOULD CONSIDER ADDING YOUTUBE TO YOUR TVC CAMPAIGN


1YouTube is the key to the next 20 years!


Time spent watching TV in Vietnam going down

Source: TNS Vietnam (2006) and GlobalWebIndex Report (Q3 2014)

233 MINS255 MINS

2006 2015

92 MINS


Time spent on the internet rocketing up

22 MINS

2006 2015

7 HOURS

Source: TNS Vietnam (2006) and GlobalWebIndex Report (Q3 2014)


YouTube views quadrupled 2013-2015

Source: YouTube internal statistics

437%

TOTAL VIEWS UP 437%WATCHTIME UP 633%

40 BILLION Videos Viewed

in 2014


The moms and dads of 2025 are not watching TV

Source : ‘Media consumption behavior research, Korea Communication Commission, 2013.12

60s

50s

40s

30s

20s

TV Time (93%)

SMARTPHONE & PC TIME (82%)

Data from Korea, Vietnam same trend


In only 3 years online TV has caught up (for net users)

Source: Nielsen, Meet The New Media Consumer in Vietnam (2014)


30% of online Vietnamese have dropped TV in 3 years

OWN A REGULAR (PAY) TV

OWN A REGULAR (PAY) TV

2011

2014

13 million of Vietnam’sonline population of 44 million now hard to reach with a TVC

EDUCATED SPENDERS



40% online Vietnamese 16-24 don’t watch regular TV

Lorem Ipsum

31%43% 26%

There are nearly 15 million online 16-24s in Vietnam

WATCH BOTH ONLINE AND REGULAR TV

ONLY WATCH ONLINE

ONLY WATCH REGULAR TV

CLOSE TO HALF OF

2 MILLION STUDENTS




Even 25% of 25-34s only watch online TV

Age Group


Same story in the US and around the world

US YOUNG PEOPLE, 13-24, 2015

8 HOURS WATCHING TV 11.3 HOURS WATCHING ONLINE VIDEO

Source: Defy Media, Viewing Habits of Young People (2015)


2YouTube has great reach in Vietnam already, today, for the whole population!


Source: YouTube Internal Statistics

30 MILLIONINDIVIDUAL VIETNAMESE PEOPLE VISIT YOUTUBE EVERY MONTH


45 MINUTESON AVERAGE PER PERSON PER DAY, THE HIGHEST IN ALL OF ASIA

Source: YouTube Internal Statistics




Average TV viewing per day, nationwide 16-54

Source: Infosys – TG: Adult target P 25-40 ABCD – YTD Sep 2014

VTV3 16MINS

VinhLong12 MINS

VTV111 MINS

HTV74 MINS

OTHER CHANNELS48 MINS

92 minutes watching TV per person



Even for TV shows, ratings can be higher on YouTube

Source: TNS Vietnam, YouTube External Reporting

VTV6 Can he higher “rating” when posted to YouTube


YouTube can also do what for TV is impossible

NO TIME! 83 MILLION VIEWS


83 MILLION VIEWS

“It’s not a threat.”

- Nokia vice president Pekka Pohjakalli on the first iphone.

“Yahoo! không gặp quá nhiều khó khăn trong việc xâm nhập vào hệ thống mạng xã hội.”

- Báo 24h, 2007 (Yahoo không cần mua lại Facebook)

“TV is all the modern advertiser will ever need!”

- Skeptical Cat


3YouTube is a simple, single partner to extend your campaign.


1995 2015

Today, it takes 8 more spots to deliver the reach of one spot,

20 years ago

Avg American has 28 Channels

Digital Passes TV as the #1 Medium

Avg Viewer has 168 Channels

Top Rated:Seinfeld 20.6

Top Rated:Sunday Night Football 12.8

Nielsen and Simulmedia

2005

Top Rated:American Idol

20.6


Source: TNS Vietnam (2004), Kantar Media (2015)

Same story but even faster change in Vietnam

2004

255 watch minutes per day in VietnamJust a few channels (VTV, city channels like HTV)

92 watch minutes per day180 channels!

2004 2015


Big fish getting smaller, small fish getting bigger

Source: Havas Media, Media Landscape Vietnam (01/2015)

2012 2014

Share of channel pie

VTV3

2012 2014

VINH LONG

13

6

2012 2014

VTV1

9

56.5

3.5

2012 2014

VTV9

2

5

1.5

2012 2014

HTV2

1.5

3

2012 2014

LET’S VIET

2.5


Source: TNS Vietnam

255 MINS

VTV3Rtg % 5.8Lifebuoy

VTV3Rtg % 5.1Mobifone*

HTV7Rtg % 4.4Nguyen Kim*

Chung Sức (2004)15-40 years, HCMC

22% 2.9%

Bí Quyết Phong Cách (2015)15-40 years, HCMC

VTV3Rtg % 6.9NutiFood

HTV7Rtg % 16.2Not Nhac Vui

VTV3Rtg % 10-20Hanh Trinh Van Hoa

VTV3Rtg % 10-20Chiec Non Ky Dieu

HOTHOT


4People pay more attention to YouTube ads than you might think!


Brand recall 2X as good for online video vs TV

Source: Nielsen Online US, 2013


PUSH (TV)

Trust factors is still higher for TV among older generation.

PULL (YOUTUBE)

Requires lots of choice


CHOICE 1

CHOICE 2


Attention is good to video ads

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem


Vietnamese all now check their phone when TV ads roll



TVCs COMPETE FOR YOUR ATTENTION WITH:

1

2

3

Your phone!

10 other TVCs before or after

180 other channels

4

5

6

The bathroom

The kitchen

The person next to you on the sofa



YOUTUBE ADS DO NOT COMPETE AS MUCH WITH

1

2

3

10 other TVCs Since you are only served one at a time

180 other channels Since there’s no time to switch

4

5

6

The bathroomWho starts a YouTube clip then?

The kitchenSince nobody eats that fast, right?

People aroundSince your phone is close to your face

Your phoneSince you’re likely already using it

MORE CREATIVEAND LIGHTER


YouTubers themselves are great additions

Source: Defy Media, Viewing Habits of Young People (2015)


5YouTube has great value for money in Vietnam in 2015!


Source : Estimates only, YouTube internal estimate tool, confidential

Cost can be very competitive versus TV


Television

Paid: $15,000

Target 6 cities, 16-32, internet user

Format 1 TVC 30s (Gương Mặt Thân Quen , rating % 5.1, TNS)

TVC reach 5.1% of 72 million TV viewers, so 3.6 million viewers (estimate)

Wastage outside target demo

- 1.6 million viewers do not have internet (estimate)

- Further 1.4 million do but outside target area, age

- Leaves only 600,000

Got 600,000 views among target(estimate, not sure if full or no)

YouTube

Paid $15,000

Target 6 cities, 16-32, internet user

Format 30 second TrueView ad

Wastage outside target demo

None

Got 1,5 million 30 seconds views in the target demographic (based on estimate of 1 cent per view)

4 million free partial views also within target demographic (estimate)

Potentially 2x, 3x or even 4x value accounting for “attention factor”

NOTE: ESTIMATES FOR ILLUSTRATION ONLY


Korean and Vietnamese consumers same watch habits but Korean advertisers faster to digital

Source : Statistica 2015 (Korea) Zenith Optima Ad Forecast Vietnam (2014)

$2.9b USTRAD. TV

AD SPEND

$2.8b USONLINE AD

SPEND

2014 KOREAN MARKET

$1b USTRADITIONAL

TV SPEND

ONLINE

2014 VIETNAM MARKET

TIME ON TV

TIME ON TV

TIME ONLINE

TIME ONLINE


Increase TV spend or add YouTube to the mix?

Source : Zenith Optimedia Ad Forecast 2014

Need a tire pump?


How can we make the transition easier for you?

A smooth transition to aTV + YouTube mix is always the best!


6YouTube has great, brand friendly targeting


Only if that’s what you want! (You never know)

SUITABLECONTENTFOR YOU

NOT SUITABLEFOR YOU

SUITABLECONTENTFOR YOU

NO

BRAND A BRAND B

Google Confidential and Proprietary

83

5.5M

Beauty & Style The consumption of beauty products & style information has completely changed with the emergence of one of the most successful platform of action: the tutorials. YouTube provides the female audience access to makeup secrets, brands, price and reviews of products, step by step hairstyles and looks. The Female Beauty Prime Pack is made for and by YouTube’s influencers and tastemakers.

Michelle Phan Ngọc Thảo Quỳnh Anh Shin ChangMakeup7.5M+Subscribers

60K+Subscribers

107K+Subscribers

82K+Subscribers

Popularity

Engagement

Average Monthly Impressions*

USD for 80% SOV per month

Channels130

~70K

13.5M

61% 39%

Engagement,popularity stats are based on VN as at Sep 2015. Subscriber channel stats are global as at Sep 2015)

FEATURED CHANNELS

*60 secs ad (in-stream select)

The total number of Viet subscribers increased 58% over the last 6 months.

Viet Viewership has grown 47% while ‘Likes’ have grown by 65% over the last 6 months.

CUSTOM PACK


Helen’s Recipe Món Ngon Hàng Ngày Nấu Ăn Video Uyen Thy's Cooking

Savoury FoodThe internet has changed the way people cook. YouTube is now a go to destination for people looking to expand their culinary repertoire, learn new techniques or simply get inspiration. The power of sight, sound and motion makes learning to cook via YouTube more compelling than traditional cookery books. The fact that you can watch what you want on demand, means you can cook along at meal times.

245K+Subscribers

29K+Subscribers

16K+Subscribers

24K+Subscribers

Popularity

Engagement

Average Monthly Impressions*

USD for 80% SOV per month

Channels177

~100K

15.5M

CUSTOM PACK

61% 39%

FEATURED CHANNELS

The total number of Viet subscribers increased 20% over the last 6 months.

Viet Viewership has grown 18% while ‘Likes’ have grown by 41% over the last 6 months.

Engagement,popularity stats are based on VN as at Sep 2015. Subscriber channel stats are global as at Sep 2015)

*60 secs skippable ad (in-stream select)

Confidential & Proprietary

The Remix / Hoà Âm Ánh Sáng Genre:

Reality / Music

Period: 27 Dec 2015 to 27 Mar 2016

YouTube Episode Details:

● Total subs: 161k subs (dedicated channel for show)

● 12 Full-length episodes with smaller segments by artists

Ep 12 is Gala Awards

● 90 min each full-length episode

● Total run time of ~2160 min

What it is: The Remix is a live music reality show where DJs and Singers pair up and compete. 8 pairs are made of a famous singer and a DJ, with a supporting music producer. The DJ and Singer pairs have to work together to bring new flavor to existing tracks. The idea is to create better sound while retaining the groove and rhythm of the song, and they only have three days to prepare. The final 3 or 4 pairs will face off in a live concert event in a huge stadium before their mentors and celebrities, summing up their entire musical journey from sound to song. Season 1 of Vietnamese version featured top music names such as Sơn Tùng MTP, Issac, Đông Nhi, Tóc Tiên, etc.

https://www.youtube.com/channel/UCn11Ub2sEYSHNUCB9tzYvoQ



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2

3

Living in HanoiThey are where your products are distributed

Likes video gamesThey’ve been watching a lot of game videos lately

4

5

6

Clips from Pack XFor example from our upcoming pack for moms

Custom clip listI’ve selected 50 comedy channels, just those please!

Clips from an MCNJust from Pops or Yeah1 or VTV...

Aged 20-30Info from YouTube, Gmail login, behaviour

OR TARGET BOTH AT ONCE

WHO THEY BE

I don’t care what they watch as long as they are: DO AN A/B

TEST IN HANOI?

WHAT THEY SEE

I don’t care who they are as long as they watch:


7YouTube links to the whole Google internet


Everyone who sees your ad goes on a list!

❏ Show them the ad again (+ frequency)

❏ Show them banners on news websites

❏ Check if they are searching for your products

❏ Check if they are going to your website

❏ Check if they are purchasing

❏ Check if they are downloading your app


Nothing noticed



I just saw a YouTube video ad for this yesterday!


This sale came after a 30s video view



Or advertise your website on other people’s videos


Main point

TV & INTERNET: LONG DISTANCE LOVE YOUTUBE & INTERNET: AWWWW


8YouTube has great analytics!


“Tổng số hộ gia đình mẫu khảo sát cả nước là 2.270, phân bố đều cho các tỉnh - thành, khu vực; dân số mẫu là 8.830”

“Chúng ta chỉ có một công ty duy nhất làm nhiệm vụ này nên không thể không sử dụng các số liệu của họ. Đây là cuộc chơi mà các nhà đài, nhà sản xuất phải chấp nhận”

- Thạc sĩ Phan Văn Tú - giảng viên Khoa Báo chí truyền thông Trường ĐH KHXH & NV TP HCM:

NOBODY LOVES POOR TNS


YOUTUBE: EVERY VIEW TRACKED


Introducing YouTube BrandLift Survey


Sunday: before watching a “Remix” clip they see an ad for Audemars Piguet watches.


Tuesday: before watching an Adele clip they see a survey.The purpose is to find out how the Sunday ad affected them.


The survey is shown to two groups

Saw your ad Did not see


YouTube measures the difference

40% choose B 10% choose B(guess, etc.)


Check for recall, awareness and other metrics with different questions


Brand awareness

20.7%Overall campaign:

Key takeaways:

● Good uplifting impact on creating awareness

● The creative works well with male audience as awareness lift for male is higher than overall

● Those exposed to the ad 2 times or more recall your brand better

● Views really matter. Viewers are 56.8% more likely to recall your brand compared to non-viewers

Full report with recommendations


BUT TV’SSTILL TV

There’s something traditional and comfortable about Television.

So how to get the best of both worlds?


Context1

SolutionMove 6%

TV Budget

2

Results3

TrueView for BrandFormance - IDI• IDI is the Biggest Direct Insurance company in IL

• 2012: ~ 100% of Google budget (1.3M$) was on Search

• 2012 TV branding budget was 8.5M$ but no YouTube presence

• YT PILOT - success in both Performance and Branding KPIs

* Branding - TRP cost is about 50% less than TV

• SUBSTANTIAL YT BUDGET - 0.5M$ which is 6% of TV budget

• DEDICATED YT CREATIVE - relate to the YT platform, 6 creatives as of now

• 20% of Google budget is now on YT (350K$ incremental budget)

•"Everybody is talking about the ads, the pigeons never got so much attention"

•"The pigeons have evolved thanks to YouTube, they are much more likable now"

20%of budget is now on YT

•Performance - YouTube drives direct sales

•Branding - Advertisers LOVE their brands – our value proposition is to nurture what they love

(Industry Manager)


And from P&G in Korea...

Source : P&G Korea Febreze Campaign / Ipsos / 2013.1 / F30-44

Only TV TV+YouTube

Sales-related activities after exposed to ad(Same ad copy on TV and YouTube)

80.1%

98.3%+17.2%

Only TV TV+YouTube

81.2%

87.2%

Increased brand affinity after exposed to ad(Same ad copy on TV and YouTube)

+6%


Source : P&G Korea Febreze Campaign / Ipsos / 2013.1 / F30-44

YouTube had analysed more than 1,000 TV campaigns over the past year using its Extra Reach Tool and found advertisers reach target audiences more efficiently by adding YouTube to their media plans.

Brands targeting 16- to 34-year-olds should spend 24 per cent of their TV advertising budget on YouTube

”“


Experience is king!





Advice for creative

Confidential & Proprietary

YouTube Ads Leaderboard: Top 2015 (click here)

https://www.thinkwithgoogle.com/intl/en-gb/ad-leaderboards/


[OFFICIAL MV]I Sơn Tùng MTP I Ấn Nút Nhớ…Thả Giấc MơVietnam – OMO / Unilever

[MV] EXID 위아래(UP&DOWN) 심쿵버전 Special 뮤비 (K-POP)Korea – LG

YouTube Offline: HeadspinIndia – YouTube

Samsung Galaxy Note5 : Official IntroductionGlobal – Samsung

Hyundai : A Message to SpaceGlobal – Hyundai

Tập 9 – Nam đẹp trai và dàn xe khủng – Chotot.vnVietnam – Chotot

“เมื่อปนโตออกเดินทาง Flavour of home” (Official HD) : คนอร Knorr (English Subtitle)Thailand – Knorr / Unilever

ทุกคํามีความหมาย | Every Mouthful is MeaningfulThailand – Cpbrand

สาวนอยวัยใสที่พยายามเปลี่ยนแปลงตัวเองเพื่อความรัก บทบาทใหมของมิ้นต ชาลิดาที่คุณพลาดไมได!Thailand – Sunsilk / Unilever

唐小虎如何化險為夷，讓華府一家全部笑呵呵？Taiwan – Taiwan mobile

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2

3

4

5

6

7

8

9

10

ASIA Pacific: Top 10 YouTube Ads 2015

https://www.youtube.com/watch?v=2jeqQ6Py-o8

https://www.youtube.com/watch?v=2jeqQ6Py-o8

https://www.youtube.com/watch?v=1BbOnb2gNY4



https://www.youtube.com/watch?v=KtCF5tyAr-o

https://www.youtube.com/watch?v=KtCF5tyAr-o

https://www.youtube.com/watch?v=CppgLnNM1PE

https://www.youtube.com/watch?v=CppgLnNM1PE

https://www.youtube.com/watch?v=3EOAXrTrsOE

https://www.youtube.com/watch?v=3EOAXrTrsOE

https://www.youtube.com/watch?v=H1LYbRyPsjc

https://www.youtube.com/watch?v=H1LYbRyPsjc

https://www.youtube.com/watch?v=D-GBbl8_vZQ




https://www.youtube.com/watch?v=1MG8KeZIuO4

https://www.youtube.com/watch?v=1MG8KeZIuO4

https://www.youtube.com/watch?v=U8s8SKKM6-g




https://www.youtube.com/watch?v=pRbbePM_A3Y

https://www.youtube.com/watch?v=pRbbePM_A3Y


ASIA Top 10: Some tips for YouTube ads● Make movies, not ads. Half of the ads in the leaderboard play more like movies than ads, with high production values

and fully developed storylines. Product placement is kept to a minimum but is included where it’s natural. Chotot and Knorr are examples of this “short movie” approach.

● Lights, camera, music. From J-Pop to C-Pop to everything in-between, Asia is home to a rich variety of home-grown musical styles. The OMO and LG spots show the music video format is a powerful way to impart messages as long as the branding is subtle.

● Escape from reality. Taiwan Mobile’s tale of kids dressing up is engaging and funny but no one would mistake it for real life. The escapist element is great but it’s even better when kids can’t stop being kids.

● Use human reactions. The reality show / documentary style is great for showing raw emotions that the audience can relate to. Both the Hyundai and Knorr spots center on universal relationship between parents and children.

● Keep the conversation going. Online, it’s easy to tell a story and build engagement over a sequence of videos.



Thank You(Tube)

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Vietnam, you tube and television in context