The Status of Vietnamese Ad Market

Kengo Kurokawa Fonder / CEO Asia Plus Inc.

• 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
Vietnamese average media
consumption (min)

Others, 56
TV, 91

Internet
(Mobile),
103
Internet
(PC), 134
 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
Brands are catching up
Vietnam digital ad market (M USD)

311

216

131

2013 2014 2015

Facebook Google
VCCorp (Dantri, CafeF etc) FPT online (VNExpress etc)
24H Zing
Others Total
 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.
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%

 What is their goal?
Highly performance-driven market
Facebook ad objective

Increase # of search 39%

Increase traffic and purchase at real

50%
shop

Increase conversion 55%

Increase traffic to the landing page /

64%
website

Increase Views of the posted contents 68%

Increase Likes/followers 74%

Increase number of inquiries (email,

78%
information request)
 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%
 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
Reasons of “likes” on brand pages

Receive latest product information 44%

Receive event information 35%

I simply like the brand 32%

Give-aways / Lucky draw

32%
opportuities

Discounts / Coupon opportunities 30%

Receive useful tips 27%

Receive company information 17%

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

12%
profiles

Post have very few likes 7%

 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

 Issues in digital marketing

Lack of effective measurement

39%
tools

Lack of specialist on brand side 41%

Inappropriate organizational
50%
structure

Lack of management
63%
understanding

Lack of training & educational

66%
opportunity
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

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
kengo.kurokawa@asia-plus.net