DIGITAL MEDIA PLANNING

IMPLEMENTATION –
PROCESS – PRINCIPLE
SESSION 1
 NAME AT LEAST 3
DIGITAL PLATFORMS
 SOCIAL, SEARCH,
DISPLAY, VIDEO, E-
COMMERCE, CONTENT
PARTNERSHIP
NAME 3 METRICS THAT
MATTER IN BUILDING
AWARENESS
IMPRESSION
REACH
FREQUENCY
NAME 3 TARGETING
FROM UPPER FUNNEL
TO LOWEL FUNNEL
DEMOGRAPHIC
CONTEXTUAL
RETARGETING
SUMMARY
Platforms Device Format Targeting Buying Method

STANDARD DEMOGRAPHIC CPM = Cost per Mille (Cost per

DISPLAY RICH GEOGRAPHY thousand impressions)
BEHAVIORAL RE- CPR = Cost per thousand reach
VIDEO SHORT FORM
LONG FORM MARKETING CPC = Cost per click
PLACEMENT CPE = Cost per Engagement
SOCIAL SPONSORED POST
SEEDING CONTEXTUAL CPA = Cost per Acquisition
TIMING WEATHER CPI = Cost per Install
SEARCH TEXT AD
IMAGE AD DEVICE CUSTOME CPD = Cost per Duration
AU LOOKALIKE AU CPL =Cost per Lead
CONTENT
PARNERSHIP AUDIENCE

E-Commerce
DIGITAL MEDIA PLANNING
IMPLEMENTATION –
PROCESS – PRINCIPLE
GOLD STANDARD DIGITAL
MEDIA PLANNING &
IMPLEMENTATION

1 Intelligence gathering

2
Construct the digital
framework
3 Establish
measurement criteria
4 Go live
FOR YOUR TO TAKE OUT FROM THIS MORNING

✓ TO CREATE A RATIONALED DIGITAL

MEDIA PLAN
✓ TO BUY DIGITAL MEDIA EFFECIENCY
HOW DO YOU MAKE DECISION
TO BUY THESE PRODUCTS?
We’re now living at a time where the communications
landscape has become a lot more complex

PHONES
With the complexity of the consumer journey a media
agency doesn’t just need to know about paid media

PAID OWNED EARNED

Media where you Channels that a client People speaking about your brand
pay to be present creates and controls voluntarily and independently
• TV ad • Client website
• Newspaper ad • Facebook • Review site
• Magazine ad • YouTube • Comparison site
• Facebook • eCommerce site • Facebook
• YouTube • Store • YouTube
• Google • Influencers • PR
• TV sponsorship • Experts • Influencer
• Product placement • Sampling • Expert
• Digital display ad • Packaging • Word of Mouth
• Radio ad • Chatbot
• Out of home ad • (Influencers and Experts can
• Cinema ad also be owned if they work
• (Influencers and Experts can for the company)
also be paid to promote
your products)
DIGITAL MEDIA PLANNING & IMPLEMENTATION PROCESS
1. Integrated Planning 2. Target Audience Intelligence Gathering
Brief Who they are and how
The task they are measured

3. MI/TGI/CMMS/RM/3D 4. Competitor Intelligence 5. Past performance

Understanding the Identity & evaluate the What worked? What
audience & their competition didn’t? Why?
behavior

6. Paid media strategy 7. Owned media strategy 8. Earned media strategy Construct the
Summary of learning, key Summary of learning, key Summary of learning key digital framework
implications and implications and implications and
recommend approach recommended approach recommended approach

9. KPI Setting Establish measurement

Judging success for the criteria
campaign

10. Implementation 11. Optimization Go live

Campaign activation Campaign management
IS IS
IT ITCOMPLICATED?
COMPLICATED?
 LET’S THINK HOW TO
WIN OVER A GIRL IN YOUR NEXT DOOR?
This is Misthy
She is 25
Living in District 1

She surfs Facebook,

Instagram everyday
She loves playing
games, travelling,
watching K-POP
OK so let’s try to talk to her on
Facebook?
Ask for dinner?

Sound easy right?

 But you are not the
only one wanting her
There are…

Boy next door “Rainy brother” EX-Classmate

So to win over the girl,
you must:

1) Know her well

2) Know your
competitors
3) Know yourself
4) Have clear strategy
WINNING A CONSUMERS TODAY IS LIKE
WINING OVER YOUR RELATIONSHIP
SO BEFORE YOU GET STARTED, REMEMBER:

✓ KNOW YOUR BRAND

✓ KNOW YOUR CONSUMERS: MEDIA + INSIGHT
✓ KNOW YOUR COMPETITOR
✓ HAVE CLEAR STRATEGY
 OK SO THIS IS THE STANDARD WE NEED YOU TO KNOW
1. Integrated Planning 2. Target Audience Intelligence Gathering
Brief Who they are and how
The task they are measured

3. MI/TGI/CMMS/RM/3D 4. Competitor Intelligence 5. Past performance

Understanding the Identity & evaluate the What worked? What
audience & their competition didn’t? Why?
behavior

6. Paid media strategy 7. Owned media strategy 8. Earned media strategy Construct the
Summary of learning, key Summary of learning, key Summary of learning key digital framework
implications and implications and implications and
recommend approach recommended approach recommended approach

9. KPI Setting Establish measurement

Judging success for the criteria
campaign

10. Implementation 11. Optimization Go live

Campaign activation Campaign management
 A BRIEF

Is not Is
✓ An instruction from a client
✓ A formal document, carefully
to cost out a plan
prepared
✓ A 2 minute conversation
✓ All the information to ensure
snatched in the lift / hallway
you are clear on what the
/ taxi / phone
client wants to achieve
✓ A guessing game
✓ A starting point for dialogue
✓ A plan already worked out
✓ A clear indication on what
at the client’s end
success looks like
 IN A BRIEF WE NEED TO KNOW

General Information Digital Specific Information

o Background to market (The challenges of the market, user change o Role of digital
their perception, more education, less sugar,…) o Digital Campaign Objectives (if
o Background to brand/product (current business & performance,…) digital only)
o Business Objectives & marketing Objectives o Digital Creative strategy
o Comms & Creative Strategy (key message, concept) o Budget
o Marketing calendar | Product portfolio, including launches o Campaign period
o Point of differentiation (USP) o Campaign KPIs (if set)
o Key competitors
o Target Audience
o Geographic & seasonal considerations
o Campaign Period
o Budget & KPIs
o Scope of work
o Expected deliverables/ Timelines / deadlines
THE FIRST THING WE NEED TO DEFINE

Media Brand/Comms Source of Business

Objective KPIs Growth Objective(s)

What does Media need to What does brand want to Which is the area to focus What does client want to
do to achieve the be achieved from this in order to grow and achieve in term of
communication objective? communication? achieve the business business?
objective?
Reach / Frequency/ Brand Funnel (Aware, Market share/Value
Engagement rate / Consideration, Engage, Penetration (number of Sales/Value Sale – need to
Registration Purchase, Experience, users) / Frequency be measurable
Advocate) / Brand Imagery (number of usage) / Weight
/ Brand Proposition purchase (Value spend per
user)
THE FIRST THING WE NEED TO DEFINE

Media Brand/Comms Source of Business

Objective KPIs Growth Objective(s)

Existing Users:
Drive awareness Awareness Market Share
enhance frequency
Drive engagement Engagement No. of Sales
Potential Users: reach
Drive conversion Top of Mind competitor users, Value Growth
reach audiences who
Drive advocate Purchase Intent Volume Growth
search for products
 BEFORE BUYING A CAR
THERE ARE HOW MANY STEPS?
 Consumers largely sit in one stage of the purchase funnel,
which will give us the objective of our communication

Awareness Consider Purchase Use Stay Loyal Advocate

Need Need a reason / Is the purchase Does the Repeat the Share their
recognition information to process product deliver purchase experience with
buy seamless on its promises others

Evaluate
alternatives
And we can broadly map our marketing objectives
against the focus stages of the purchase funnel

Awareness Consider Purchase Use Stay Loyal Advocate

Grow category

Acquire

Upsell

Retain
Our Media Objectives will help answer our
Comms Objectives

Awareness Consider Purchase Use Stay Loyal Advocate

MEDIA ROLE:
MEDIA ROLE: MEDIA ROLE:
DRIVE CONVERSION
DRIVE AWARENESS DRIVE ADVOCACY
KPIs: Conversion, Purchase,
KPIs: Reach KPIs: Shares / Comments etc.
Download etc.

MEDIA ROLE:
DRIVE ENGAGEMENT
KPIs: Engagement
DIGITAL MEDIA PLANNING & IMPLEMENTATION PROCESS
1. Integrated Planning 2. Target Audience Intelligence Gathering
Brief Who they are and how
The task they are measured

3. MI/TGI/CMMS/RM/3D 4. Competitor Intelligence 5. Past performance

Understanding the Identity & evaluate the What worked? What
audience & their competition didn’t? Why?
behavior

6. Paid media strategy 7. Owned media strategy 8. Earned media strategy Construct the
Summary of learning, key Summary of learning, key Summary of learning key digital framework
implications and implications and implications and
recommend approach recommended approach recommended approach

9. KPI Setting Establish measurement

Judging success for the criteria
campaign

10. Implementation 11. Optimization Go live

Campaign activation Campaign management
Target Audience ✓ This may be a simple demographic
audience, or more likely it could be an
(from brief) audience defined through Media
P, 25-45, 4 key cities Index/ 3D or a proprietary piece of
research developed by your client
✓ This is to ensure that you are linking
your audience evaluation clearly to the
brief & meeting your client’s
expectation
✓ Also keep a record of how you have
translated this audience into the
different research tools you will use to
inform your plan.
UNDERSTAND WHAT AUDIENCES THINK
What do they think about buying a car?

25-34
Care for themselves
Automobile is the way to show their social status
More into design
The car reflects their personality

35-45
Care for themselves
Automobile is the way to show their social status
More into design
The car reflects their personality
 UNDERSTAND THE AUDIENCE & THEIR BEHAVIOR
FTA TV Cable TV Newspa Magazine Radio Cinema Outdoor Internet Mobile
per
Reach (%) 81 76 46 11 8 11 65 72 98

Affinity 105 112 114 130 86 108 115 114 102

(Index)
Minutes/Day 133 47 43 36 167

o 3D is Groupm tool which could helped to run this data.

o The questions that we would need to answer:
_ Which media channels have high reach, high affinity and high time spent
_ Prioritize channels to approach this target audience
 UNDERSTAND THE AUDIENCE & THEIR BEHAVIOR
Zoom in online activities once we have identified that online is one of key channels
Information Entertainment Messaging / Socializing Transaction
Once a week More than once a day Very often - most days
100

80

60

40

20

Type of Mobile Phone Owned Mobile Features Frequently Used

CRITICAL DIGITAL PLATFORMS
Standard Surf the PC and MOBILE
Smart Phone Both Voice Calls SMS
Phone Internet
DISPLA
24% 54% 19% SOCIAL VIDEO
98% 98% 71% Y
 UNDERSTAND THE AUDIENCE & THEIR BEHAVIOR

Zoom in type of Content Interested to identify clearer web group that we would need to focus on. Variety of
source: Agency’s media tool/ Social listening tool/ Google adwords/ Youtube insight/ Facebook insight/ GA/
publishers….
Type of Content Interested
Type of Content – Love it/Like it
150 Suspense/Horror
Affinity Index Against All People

International News
Sports
125 Local News
Gaming
Technology
Travel
Movies
100
Children
Music
Arts/Culture Home Care
75 Fashion/Beauty Cooking

50
0 10 20 30 Content
40 Interest
50in Percentage
60 70 80 90 100
 UNDERSTAND THE AUDIENCE & THEIR BEHAVIOR
Social listening report lets us know what moms concern/ discuss about kid disease by season.

T1 T2 T3 T4 T5 T6 T7 T8 T9 T10 T11 T12

Sởi, thủy đậu

Các dịch bệnh thông

thường, ho, cảm sốt, sổ
mũi

Đỉnh cao dịch bệnh sốt xuất huyết

Viêm não Nhật Bản

Tay chân
miệng, thủy
đậu, Sởi
UNDERSTAND THE AUDIENCE & THEIR BEHAVIOR
 TYPES OF DATA

LOW DATA FAST DATA

Social listening tools, Google

Regular Survey, Research trends, Google Think, facebook
Study IQ, Emarketter, Consumer
barometer, .
 TOOLS FOR PLANNING AND INSIGHTS

Planning & Insights Optimization (TV & Digital)

4 City &
6 Region Data

Google –
keyword
planner
 UNDERSTAND THEIR INSIGHTS

“The capacity to gain

an accurate and deep “A discovery about the “It’s the AHA that
intuitive understanding underlying motivations explains our
of a person or thing” that drive people’s consumer’s
actions” behavior”
 THE KEY TO IDENTYFING THE “TRUE” INSIGHTS

DATA
The ‘What’ Facts and observations

Insights start with

THE WHAT UNDERSTANDING Getting underneath people’s
and drive beyond to answer Reasons for the actions & words, explaining
‘What’
THE HOW & THE WHY what’s going on in the ‘What’

INSIGHT
The
‘WHY’ A deep truth that strikes a chord
with people that has the power to
change behavior
 STRONG STRONG STRONG
MEDIA CONSUMER UNDERSTAN
BEHAVIOR INSIGHT DING
DIGITAL MEDIA PLANNING & IMPLEMENTATION PROCESS
1. Integrated Planning 2. Target Audience Intelligence Gathering
Brief Who they are and how
The task they are measured

3. MI/TGI/CMMS/RM/3D 4. Competitor Intelligence 5. Past performance

Understanding the Identity & evaluate the What worked? What
audience & their competition didn’t? Why?
behavior

6. Paid media strategy 7. Owned media strategy 8. Earned media strategy Construct the
Summary of learning, key Summary of learning, key Summary of learning key digital framework
implications and implications and implications and
recommend approach recommended approach recommended approach

9. KPI Setting Establish measurement

Judging success for the criteria
campaign

10. Implementation 11. Optimization Go live

Campaign activation Campaign management
COMPETITOR INTELLIGENCE GATHERING

Summarize the key

Estimation $
information you’ve Google
(Youtube)
developed through your
NA Webtreth NA
analysis on competitor’ Search
o

paid/ owned/ earned

media observations across: Competitor’s
campaign
NA
o Channel availability VNG
Vnexpres
s -> PR NA
package
o Strategy
o Successes NA
Faceboo
Ambient
k
Estimation $
o Learning
o Implications
 SOCIAL IS THE KEY FOCUS OF MOST SHIPPING SERVICE BRANDS

Brand A Comp 1 Comp 2 Comp 3 Comp 4 Comp 5

Build awareness for

Build awareness for Build awareness & Stimulate trial with
brand & promotion
Communi brand & promotion drive online acquisition Build awareness Build awareness promotion code –
package but not for
cation package but not for with promotion for brand for brand partnership
online acquisition
online acquisition package program

o Social is the
Media key platform o Social is the o Social is the key
o Digital & social are o Social is the key o Social is the key
Focus with limited key platform platform
the key platforms platform platform
investment

TV No TV

Great visibility Great visibility

Great visibility across Focus on web, app, Great visibility across Focus on web,
Digital digital touch points Facebook digital touch points app, Facebook
across digital touch across digital touch
points points
Extend coverage to
office workers via
OOH No OOH
Digital Poster in
Office building
 BRAND A AND COMPETITORS HAVE GREAT AVAILABILITY ACROSS
PLATFORMS. FACEBOOK IS THE MOST ACTIVE CHANNELS

Brand A Comp 1 Comp 2 Comp 3 Comp 4 Comp 5 Comp 6

SEM

Web

App

YouTube

Facebook

Instagram

Zalo

PR

*Source: Mindshare internal auditing

DIGITAL MEDIA PLANNING & IMPLEMENTATION PROCESS
1. Integrated Planning 2. Target Audience Intelligence Gathering
Brief Who they are and how
The task they are measured

3. MI/TGI/CMMS/RM/3D 4. Competitor Intelligence 5. Past performance

Understanding the Identity & evaluate the What worked? What
audience & their competition didn’t? Why?
behavior

6. Paid media strategy 7. Owned media strategy 8. Earned media strategy Construct the
Summary of learning, key Summary of learning, key Summary of learning key digital framework
implications and implications and implications and
recommend approach recommended approach recommended approach

9. KPI Setting Establish measurement

Judging success for the criteria
campaign

10. Implementation 11. Optimization Go live

Campaign activation Campaign management
PAST PERFORMANCE

Analyze your client’s historical campaigns across paid, owned and

earned media

PAID MEDIA OWNED MEDIA EARNED MEDIA

o Which channels to o What are areas for o Which content

deliver best results improvement: user increase in social
o What is the channel experience, conversations
connection content,… o Volume of shared
content
PAST PERFORMANCE – EXAMPLE
Ensure sufficient brand presence based on campaign base
1 33 mil Facebook active user are belong to our target audience.

Leverage multiple creative formats, sustain the current video adoption with
2 no investment on <6s video duration.
Lower view-ability on Facebook

Placements opt-in to reach consumers across digital platforms with efficient

3 cost (Instagram, Stories for R&F and Messenger for Auction)
More placements , better cost effectiveness and campaign efficiency.

Big room to optimize current creative work, aligned with basic principals on
4 mobile – short form with vertical/square format.
35% video assets are non-optimal for mobile screen while 90% FB inventory is MOBILE

Start testing lower funnel format with full user journey with learning agenda.
5
Facebook is one of the TOP platform supporting driving Full Marketing Funnel for brand
 IMPLICATION
AUDIENCES PAST PERFORMANCE
Opportunity to Online video is the
COMPETITOR
associate with best platform to
So aggressive and
through decision build brand
keep the presence
moments awareness also
always on
brand love with
audience
IMPLICATION:
IMPLICATION: IMPLICATION:
Mobile is the key platform
to talk to them. Men We need to increase the share of voice OLV is the most priority
focus on both design and as well as creating more relevant platform for our
function to make them message to win over the consumer brand/client
stand out from others mind and heart.

 REACH AUDIENCES BY OLV ON MOBILE PLATFORMS AND

BIG, IMPRESSIVE FORMATS TO GRASP ATTENTION FROM
COMPETITORS
LET’S TAKE AN EXAMPLE
OF HOW WE APPLY THIS
✓ Ninja Van is a shipping service in Vietnam
✓ Target Audiences: online shop owners
✓ Objective: building brand awareness,
generate lead (sign up on website:
https://dashboard.ninjavan.co/signup)
✓ Competitor: Giaohangnhanh,
Giaohangtietkiem, Viettel Post,…
Strengths:
International logistic brand.
Innovative technology-based solutions to optimize logistic activity and
achieve company business needs.
Guarantee delivery timing
Real-time tracking
Competitive Price
Multiple management platforms

Weaknesses:
Coverage (100% coverage in urban, 90% coverage in suburban)
Booking Order (on – going to innovate)
What is the brand’s unique selling proposition? (Đặc trưng riêng biệt của sản
phẩm/dịch vụ là gì?)

Technology:
Optimize logistic activity for helping customer to reduce delivery timing and
delivery fee
Real-time tracking: allow customers to monitor the delivery process on our
user-friendly interface anywhere, anytime
Is this the same with other competitors? Ie J&T express?
YOUR TASKS:

✓ STRUCTURE FLOW FOR INTELLIGENCE

GATHERING (5’)

✓ ADD IN SOME INFORMATION THAT YOU

MAY HAVE BY YOUR FIRST OBSERVATION
(10’)
✓ HAVE SOME IMPLICATIONS BASED ON
YOUR FIRST OBSERVATION (10’)
LET’S SEE HOW WE DID IT
 INTRODUCING THE
ADAPTIVE
MARKETING
FRAMEWORK
The AMF is Mindshare’s
planning framework.

It is designed to address client

problems in the connected,
non-linear world.

It puts the consumer insight at

the heart of everything we do.

It comprises 6 distinct stages

to take us from interrogating
the brief and understanding
the ambition, to executing an
adaptive plan.
INTELLIGNCE
GATEHRING
AMBITION
 Top 3 in brand mindshare in the entire logistics
MARKETING space in 2019 and #1 in 2020.
OBJECTIVES Gain at least 50k unique sellers who use Ninja Pack
service and 10k who use standard services

CAMPAIGN OBJECTIVES

1 2
Generate lead (drive
Brand Awareness Ninja
more shippers to use
Van and Ninja Pack
Ninja Van services)
 MAIN SOURCE OF GROWTH IS CONVERTING OCCASIONAL TO PERIODIC &
REGULAR USERS; ADDITIONAL NEW USERS & COMPETITOR SWITCHERS WILL
BE ACQUIRED VIA DTC COMMS

Potential to upsell for new

other product offerings
among current customers of
Ninja Van standard services

Recruit new, 1st time Potentially acquire current

shipper, shop-owner to be competitor users such as Giao
hang nhanh, Giao hang tiet
kiem, Viettel post, J&T
Express,…

SOURCE
OF GROWTH
 MEDIA SOURCE OF BUSINESS
OBJECTIVE KPIs GROWTH OBJECTIVES

70% Reach 3+ Recruit NEW users Top 3 Brand

Brand Awareness awareness
Nation Wide Convert
Lead generation COMPETITOR 50k new unique
71k leads users sellers

Brand building activity

should be strong, massive, Vietnam market already
To help build longer term
quickly and impactful at has big players with high
brand value we need to To successfully launch
great scale brand visibility, coverage,
ensure that we invest on into the market, we need to
awareness. Therefore,
To acquire 50k new unique channels to build equity achieve 50k new unique
besides recruit new users,
sellers, we aim at even if they do not directly users by the end of 2019
we need to convert those
generating 71k leads on lead to sales
from competitors
website
COMPETITOR
REVIEW
 SOCIAL IS THE KEY FOCUS OF MOST SHIPPING SERVICE BRANDS

Build awareness for

Build awareness for Build awareness & Stimulate trial with
brand & promotion
Communi brand & promotion drive online acquisition Build awareness Build awareness promotion code –
package but not for
cation package but not for with promotion for brand for brand partnership
online acquisition
online acquisition package program

o Social is the
Media key platform o Social is the o Social is the key
o Digital & social are o Social is the key o Social is the key
Focus with limited key platform platform
the key platforms platform platform
investment

TV No TV

Great visibility Great visibility

Great visibility across Focus on web, app, Great visibility across Focus on web,
Digital digital touch points Facebook digital touch points app, Facebook
across digital touch across digital touch
points points
Extend coverage to
office workers via
OOH No OOH
Digital Poster in
Office building
* Lalamove used billboard (2 sites) & car wrap (150 cars) focusing in HCM however at low scale
 Ninja Van, GHN, Viettel Post have great availability across platforms
to build brand awareness, engagement on digital platforms

SEM

Web

App

YouTube

Facebook

Instagram

Zalo

PR
 Website App
ranking ranking
Website traffic
App ranking 246th 5th
Total visit last 6 months
4000000
in category 3470000
3500000
The analysis reflects 293rd 55th
3000000 2810000
different owned channel
focus: 2500000
406th 1st
2130000
2000000
GHTK, VNPOST: both
8890th 12th
Website, app 1500000
N/A N/A 3401st 52nd
933500
1000000
Viettel Post, GNH: App
500000
220340 197820

0
For website, Search plays an important roles to
drive traffic when customers have demand

Giaohan
Ninja Giaohan Vietnam Viettel J&T
gtietkie
Van gnhanh Post Post express
m

Direct 49.52% 73.66% 37.4% 68.08% 59.12% 34.68%

Search 24.16% 18.42% 45.56% 26.04% 31.01% 58.71%

Social 3.23% 5.67% 1.67% 3.19% 3.34% 5.3%

Others 23.09% 2.25% 15.37% 2.69% 6.53% 1.31%

*Source: Similar web 2018

 However, most of them face with complex booking process &
platform readiness for online acquisition

STEPS

Registration 1 3 6 2 4 3 2

Booking NO 4 10 3 1 3 1

Registration 3 2 5 NO NO Not NO
required

Booking N/A 1 1 NO NO 1 NO

Registration
Not
3 2 5 1 NO NO
required

Booking N/A 1 1 1 NO 1 NO
Most of our competitors have very bad feedbacks on app UX

*Source: Feedback collected from app stores for all of our competitors
They also face with negative feedback on PR
 What are they doing well ?
KEY 1
✓ Channel availability across platform
IMPLICATIONS ✓ Available digital touch points across platforms
✓ Engaging content to maintain awareness and
In general, it can be seen that enhance consideration
competitors are very active
on digital platforms focusing
on upper funnel. However, What are they doing different from us?
they have trouble in 2
✓ Different own channel hub to drive acquisition
credibility, trust with low
quality service in some
specific cases
What are some of their barriers, challenges?
 Opportunities for Ninja
3
Van to focus on lower funnel ✓ Some brands do not allow shipping service request
and establish good brand on website
image in the market ✓ Negative feedbacks for low quality service or app
infrastructure
AUDIENCE
THE AUDIENCE
BROAD BUYING AUDIENCE
For broad buying audiences, PP 20-35
they are basic audiences
with demographic to ensure

BROAD BUYING AUDIENCE

massive reach which can

TARGETED AUDIENCES
increase brand awareness
PP 20-35: Shop owners, shop owners to be
For targeted and strategic
audiences, they are our key
focus to analyze and reach STRATEGIC AUDIENCE
them at lower marketing
Online shop owners who are
funnels. PP 20-35: Online
active on social platforms
shoppers
– Currently using or planning
to use delivery service
Lead form abandonners
 Penetration (%) MEDIA PENETRATION & AFFINITY
Index
100 120
INTERNET, TV & OOH P25-45ABCD
100
BUILD THE HIGHEST 80
80 [A] M25-45ABC with kid
COVERAGE ACROSS 60
60
KEY SEGMENTS 40 [G] F25-45BCD
40
20
➢ Segment G skew more to 20
Index P25-45ABCD vs.
TV comparing with - - Total Population

Internet

Cable TV

Cinema

Magazines
Newspapers
TV

OOH
Mobile Internet

Radio
others. However Digital is
getting closed to our
consumers the most
➢ Mobile is the primary
device which is relevant
AVERAGE TIME DEVICE TO FREQUENCY OF DIGITAL ACTIVITIES
with frequent digital ACCESS INTERNET
SPEND
activities – connecting,
socializing, entertaining & 26 25 27
looking information INTERNET vs. TV

%
67
52 43 43 42
121 vs. 93 (mins) 37 33 31

92% 16%

Source: 3D 2017 & Connected Life 2016-2017 15% 8%

At least once a day At least once a week

 %
Compositi Compositi
Total Unique Compositio
Row Media % Reach on Index on Index
Visitors (000) n Unique
UV PV
Visitors
TOP DIGITAL
PLATFORMS TO REACH Total Internet : Custom Target 8,788 100.0 46.1 100 100
(DESKTOP) Top 100 Properties
1 Google Sites 7,585 86.3 48.1 104 103
Social, Ad Networks are top 2 Coc Coc 7,017 79.8 48.3 105 94

platforms to build reach at 3 Facebook 5,987 68.1 50.5 110 109

4 Adtima-VNG Corporation 5,491 62.5 50.5 110 103
broad audience based.
5 Admicro - VC Corp 4,207 47.9 49.0 106 103
Besides that, some of the 6 Microsoft Sites 3,881 44.2 52.5 114 110
platforms such as AdTima, 7 TAIMIENPHI.VN 3,200 36.4 50.7 110 93
Facebook, 24h have higher 8 24h Online Advertising JSC 2,752 31.3 53.4 116 105

interest based on Index UV 9 FPT Online - EClick 2,628 29.9 47.0 102 75
10 PHIMMOI.NET 2,202 25.1 55.1 120 113
and Index PV
11 VFORUM.VN 1,883 21.4 50.8 110 93
12 Oath 1,788 20.3 42.0 91 46
13 VietNamNet Bridge 1,765 20.1 45.5 99 51
14 Wikimedia Foundation Sites 1,716 19.5 49.8 108 96
15 NHACCUATUI.COM 1,697 19.3 48.6 105 92

*Source: ComScore November 2018 – People 18-34

 Desktop Video- Mobile-
Total Unique
Row Media % Reach -Only Only UV Only UV
Visitors/Viewers (000)
UV (000) (000) (000)
TOP DIGITAL
Total Total
PLATFORMS TO REACH Digital Digital
Desktop Mobile Desktop Mobile Desktop Desktop Mobile
(MULTIPLATFORMS) Populati Populatio
on n

Total Internet: Persons: 18-34 24,673 8,788 24,266 100.0 100.0 100.0 407 0 15,885
Social, Ad Networks are top
Top 100 Properties
platforms to build reach at 1 Adtima-VNG Corporation 15,157 5,545 12,847 61.4 63.1 52.9 2,310 23 9,612
2 Admicro - VC Corp 12,672 4,461 10,228 51.4 50.8 42.2 2,443 232 8,211
broad audience based. For
3 Google Sites 8,788 8,788 35.6 100.0 8,788 1,296
multiplatform, the 4 24h Online Advertising JSC 8,548 2,909 6,865 34.6 33.1 28.3 1,683 120 5,639
information for mobile on 5 Coc Coc 7,053 7,043 N/A 28.6 80.1 N/A 7,033 0 N/A
6 Facebook 6,552 6,552 N/A 26.6 74.6 N/A 6,552 614 N/A
Facebook, Google are not 6,102 2,576 4,344 24.7 29.3 17.9 1,758 4 3,526
7 FPT Online - EClick
available 8 Microsoft Sites 4,195 3,991 404 17.0 45.4 1.7 3,791 19 205
9 Oath 4,145 1,717 2,959 16.8 19.5 12.2 1,186 4 2,429
10 Linkedin 3,544 1,521 2,361 14.4 17.3 9.7 1,183 3 2,023
11 TAIMIENPHI.VN 3,233 3,201 76 13.1 36.4 0.3 3,157 0 32
12 THETHAOVANHOA.VN 3,042 738 2,604 12.3 8.4 10.7 438 4 2,304
13 PHIMMOI.NET 2,288 2,288 9.3 26.0 2,288 1
15 NHACCUATUI.COM 2,067 1,661 688 8.4 18.9 2.8 1,379 0 405

*Source: ComScore November 2018 – People 18-34

FESTIVE SEASONS ARE THE TIME THAT BOTH SHIPPERS
AND SHOPPERS SEARCH FOR SHIPPING SERVICES
New Year Summer Back to school

* Source: Search Trend 2018 – General service

DIGITAL IS VITAL AND MOBILE BECOMES A DAILY ROUTINE DEVICE
TO OPERATE THEIR ONLINE BUSINESS

Top websites accessing

frequently Popular shipping services
• Grab
• Giaohangnhanh
• Giaohangtietkiem
• Others (goviet,ahamove,
Tochanh, proship)
• Post office is credible to choose for
province delivery

Top criteria to choose

Software used to manage App to connect shipping services
online operation customers • Price
• Sapo • Mostly • Credibility
• maybanhang.com Facebook • Punctual (On-time
• kiotviet • Zalo delivery)

*Source: In-depth interview with 20 online shop owners by Mindshare team

A LOT OF OPPORTUNITIES IN TECHNOLOGY, INNOVATION & DIGITAL
ENABLEMENT; INTERACTION WITH PEERS & FRIENDS/ FAMILY MOST
INFLUENTIAL
Innovation and technology pose a tremendous opportunity When it comes to acquiring technical knowledge, most
for Vietnam’s SMEs to expand market access, aim for and SMEs prefer professional & personal connections. This
achieve high growth, and better engage with international creates high opportunities to leverage local & well-known
standards. However… SME influencers

Interaction with colleagues/industry peers

53% 80% Interactions with friends or family outside the company

Online

More than 50% of SMEs 80% of SMEs are Professional Networking

identify their companies invisible on the internet

Specialized industry publications
as traditional

Academic sources

REASON FOR BARRIERS 0% 50% 100% 150% 200% 250% 300%

“They are okay with running their business in a traditional way. Younger (34 -) Older (35+) Female Male
They care about revenue & sustaining their business”

“They are aware of the rapid change & the importance of the
technology for their business, yet they are unprepared & lack
starting point “
Source: 2017 survey of entrepreneurs and MSMES in Vietnam; Google;
Gov. Dept. of Business Management, VN-Express
THE ABC(D)
A AMBITION: Top 3 TOP awareness – 50,000 unique sellers

B BARRIER: Still new to the market – aggressive competition

CHALLENGE: How to acquire new and convert current

C users of competitors

D DISRUPTION:
 KEY IMPLICATION FOR OUR MEDIA PLANNING

CREATE IMPACT

1
LOW MEDIA EXPOSURE PRESSURE ACROSS KEY
PLAYERS
THROUGH DOMINATING
DIGITAL/SEARCH
SPACE AND ON-GOING
ENGAGEMENT VIA

2
LOW SEARCH INVESTMENT FROM COMPETITORS
DESPITE HIGH DEMAND IN SEARCH QUERIES WITHIN
CATEGORY
MOBILE ADVERTISING STILL LACKS IN THE CATEGORY
MOBILE/SOCIAL
PLATFORMS

TV & OOH TO SUPPORT

FOR QUICKLY
CATCHING UP

3
SOCIAL, MOBILE ARE KEY PLATFORMS, VIDEO IS KEY
FORMAT TO BUILD AWARENESS AWARNENESS
YOUR THOUGHTS IN NEXT SESSION:

✓ HOW TO CREATE CHANNEL MIX?

✓ HOW TO MEASURE AND
OPTIMIZE?
THANK YOU