The document discusses the status of Vietnam's digital advertising market. It notes that Vietnamese consumers are ahead in digital media consumption, with Facebook being the dominant platform. The digital ad market in Vietnam has grown significantly in recent years and is now dominated by Facebook and Google. Most brands in Vietnam now use social media advertising, especially on Facebook. However, the market still faces issues like a lack of training and effective measurement tools. Opportunities exist for solutions that can help brands better leverage digital platforms and measure ad campaign performance.

1. Kengo Kurokawa Fonder / CEO Asia Plus Inc.
The Status of Vietnamese Ad Market

2. • CEO / Founder of Asia Plus Inc. (Service name – Q&Me)
• Conduct more than 200 market research annually
• Technology-driven market research company

3. Consumers are ahead in digital
TV, 91
Internet
(PC), 134
Internet
(Mobile),
103
Others, 56
Vietnamese average media
consumption (min)

4. 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

5. 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

6. 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)

7. 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

8. 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 real
shop
Increase # of search
Facebook ad objective
What is their goal?
Highly performance-driven market

9. 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

10. In Vietnam,
43 brands have
more than
1 million fans
(Japan = 16)

11. These brands post
7.2 contents daily

12. 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 draw
opportuities
Discounts / Coupon opportunities
Receive useful tips
Receive company information
Reasons of “likes” on brand pages

13. 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 separate
profiles
Post have very few likes
Reasons for the removals
Easy come, easy go

14. 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

15. Issues in digital marketing
66%
63%
50%
41%
39%
Lack of training & educational
opportunity
Lack of management
understanding
Inappropriate organizational
structure
Lack of specialist on brand side
Lack of effective measurement
tools

16. 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

17. 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

18. kengo.kurokawa@asia-plus.net