Media landscape & Trends report H12016

1. 1
MEDIA
LANDSCAPE
& TRENDS
H1-2016

2. 2
TOTAL VIETNAM ADEX REGISTERED A SLIGHT GROWTH AT 13%
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19%
46%
21%
20% 13%
0%
10%
20%
30%
40%
50%
60%
-
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
2012 2013 2014 2015 Jan - Jun 2015 Jan - Jun 2016
TV spots TV non-spots Newspaper Magazine Internet Radio % Growth
Source: Kantar Media - Unit: Billion VND, Gross value, Before Discount & VAT

3. 3
6,539
6,134 6,004
4,200
2,598
2,252 2,374
1,191
2,644 2,657 2,504
2,995
-46
-405
-130
-1,804
2013 2014 2015 H1 2016
Number of advertiser New Advertisers Advertisers Disappear Net increase
Source: Kantar Media, TV+ print media
 2014 recorded the biggest decrease in No. of Advertisers.
 2015 kept decreasing as the lowest year in No. of Advertiser
 The first 6 month of 2016 has recorded the highest number of advertisers withdrawal/absence
from the industry
SEE SIGNIFICANT LAPSED ADVERTISERS IN H1 2016

4. 4
Rank SECTOR
H1 2015 H1 2016
% 15 VS.16 % SOS
18,905 21,251
1 FOOD 5,821.4 6,312.6 8% 30%
2 HYGIENE & BEAUTY 4,023.7 4,564.6 13% 21%
3 DRINKS 2,588.2 3,027.6 17% 14%
4 HOUSEHOLD CLEANING 2,052.7 2,272.4 11% 11%
5 PHARMACY & MEDICINE 1,328.8 1,077.0 -19% 5%
6 DISTRIBUTION 278.0 644.6 132% 3%
7 TELECOMMUNICATION 562.4 460.8 -18% 2%
8 HOUSEHOLD APPLIANCES 225.9 388.3 72% 2%
9 AGRI-FISHERY-GARDERNING 251.0 310.8 24% 1%
10 TRANSPORTATION 278.8 287.0 3% 1%
11 AUDIO-VISUAL 116.8 242.5 108% 1%
12 PROPERTY 121.7 195.7 61% 1%
13 TRAVEL & TOURISM 157.6 178.0 13% 1%
14 SERVICES 156.3 164.3 5% 1%
15 CULTURE & LEISURE 103.7 162.8 57% 1%
16 BUILDING INDUSTRY 87.5 154.7 77% 1%
17 DIVERSE PUBLICITY 156.2 154.3 -1% 1%
18 FURNITURE & DECORATION 113.7 148.0 30% 1%
19 FINANCE - INSURANCE 139.5 116.3 -17% 1%
20 ENERGY 73.3 112.0 53% 1%
21 CLOTHING - APPARELS 79.6 83.4 5% 0%
22 INDUSTRY 17.5 74.8 329% 0%
23 EDUCATION - TRAINING 71.3 50.8 -29% 0%
24 INFORMATION MEDIA 78.6 43.2 -45% 0%
25 IT & OFFICE TECHNOLOGY 9.9 17.1 73% 0%
26 PUBLISHING 2.1 3.8 77% 0%
27 LEGAL NOTICES 2.2 3.2 42% 0%
28 SPORT EQUIPMENT/ WEAR 0.2 0.4 139% 0%
29 CHARITY-HUMAN AID 3.7 0.3 -91% 0%
Unit: Bil VND
YETALL 4 FMCG SECTORSREGISTER POSITIVEGROWTHINH1-16,ACCOUNTED FOR76% INDUSTRYSPEND
FOOD
30%
HYGIENE & BEAUTY
22%
DRINKS
14%
HOUSEHOLD
CLEANING
11%
PHARMACY &
MEDICINE
5%
DISTRIBUTION
3%
TELECOM.
2%
HH APPS
2%
AGRI-FISH.-GARDER.
1%
TRANSPORT.
1%
OTHERS
9%
FMCG
76%
NON-FMCG
24%
Source: Kantar Media - Unit: Billion VND, Gross value, Before Discount & VAT

5. 5
PROPERTY
196
34.8
+664%
23.7
+124%
10.0
+78%
DISTRIBUTION
206
TV-VIDEO
219
FACIAL CARE
297
HYGIENE
321
BABY CARE
346
109
+N/A%
15.1
+962%
13.9
-27%
127.7
+108%
36.9
+N/A%
48.9
+117%
42.7
-3%
24
+329%
99.5
-28%
60.2
-4%
41.9
+236%
131.6
+24%
81.3
+123%
89.8
+22%
92.9
+4%
H1-16 TOP PRODUCT-GROUP/BRAND
Source: Kantar Media - Unit: Billion VND, Gross value, Before Discount & VAT

6. 6
TEL EQUIP.
364
COFFEE COCA
369
PASTARICE-387 BATHSHOWER
409
ALCO. DRINKS
439
PHARMA
447
209.9
+85%
103.7
+5%
20.8
+N/A%
143.8
-3%
74.5
-20%
62.2
+303%
113.9
+211%
53.5
+146%
56.4
-57%
76.1
+45%
63.6
+285%
133.5
+80%
165.5
-25%
64.4
+109%
41.9
+374%
96.2
+356%
72.6
+123%
172.7
+69%
Source: Kantar Media - Unit: Billion VND, Gross value, Before Discount & VAT
H1-16 TOP PRODUCT-GROUP/BRAND

7. 7
NUTRI/ENERGYDRK
530
TEA-INFUSION
595
SOFTDRINKS
801
ORALCARE
904
HEALTH DRINKFOODS
1,379
71
+90%
129
+151%
57
-15%
79
+29%
90
+547%
334
+28%
145
+16%
103
+56%
185
-12%
129
+17%
138
+14%
239
+50%
79
+1%
73
+111%
107
-32%
72
+N/A%
305
-43%
153
+22%
139
+15%
95
-28%
103
+6%
WIT, ANGELA, ALIPAS
TRANG PHUC LINH
BAO KHI KHANG
HỘ TRÍ VƯƠNG
ROCKET
XƯƠNG KHỚP CÂY ĐA
VIÊN VAI GÁY
THẤP DIỆU NANG
VIÊN KHỚP
ĐẠI TRÀNG
SẮC NGỌC KHANG
HOA THIÊN
VẠN KHANG
Source: Kantar Media - Unit: Billion VND, Gross value, Before Discount & VAT
H1-16 TOP PRODUCT-GROUP/BRAND

8. 8
HAIR CARE
767
UNI. SHAMPOO
655
MEN SHAMPOO
369
POWDER
423
LIQUID
581
FABRIC SOFTENER
778
229
-2%
215
-2%
150
+15%
139
+18%
363
+21%
102
+N/A%
43
+52%
180
+104%
113
+N/A%
33
-35%
351
+121%
426
+14%
61
+N/A%
133
+25%
387
+50%
127
-59%
89
+40%
99
+6%
99
+98%
64
+147%
Source: Kantar Media - Unit: Billion VND, Gross value, Before Discount & VAT
HAIRCARE -1816 LAUNDRY - 1982
H1-16 TOP PRODUCT-GROUP/BRAND

9. 9
MILK PRODUCTS – 3,476
GUM797 TREAT.618LIQUID 635 EAT. YO. 409 DRK. YO. 391
157
+32%
151
+16%
105
-22%
95
+142%
87
-35%
312
+18%
184
+110%
76
+N/A%
131
+26%
110
+38%
105
-18%
102
+84%
88
+N/A%
187
-15%
169
+225%
28
+N/A%
19
+N/A%
120
+27%
97
+28%
87
+72%
29
+148%
Source: Kantar Media - Unit: Billion VND, Gross value, Before Discount & VAT
H1-16 TOP PRODUCT-GROUP/BRAND

10. 10
TOP 50 GROUP PRODUCTSPREAD-SHEET
Source: Kantar Media - Unit: Billion VND, Gross value, Before Discount & VAT
Rank Row Labels H1-2016 H1-2015 % VAR.
1 MILK PRODUCTS 3,476.3 2,625.4 32%
2 LAUNDRY & DETERGENT 1,981.9 1,555.5 27%
3 HAIR CARE 1,816.0 1,413.7 28%
4 HEALTH DRINK FOODS 1,378.7 1,648.6 -16%
5 DENTAL & ORAL CARE 903.6 641.2 41%
6 SOFT DRINKS 801.0 732.3 9%
7 TEA & INFUSION 594.9 577.5 3%
8 NUTRITION & ENERGY DRINKS 529.5 375.0 41%
9 TRADITIONAL & HERBAL PHARMA 447.3 538.2 -17%
10 ALCOHOLIC DRINKS 439.1 313.5 40%
11 TRADING FIRMS 438.8 147.3 198%
12 BATH & PERSONAL HYGIENE 408.7 306.1 34%
13 PASTA & RICE 386.8 509.6 -24%
14 COFFEE, COCA 369.1 378.5 -2%
15 TELECOMS EQUIPMENT 364.5 342.7 6%
16 BABY CARE PRODUCTS 346.2 282.0 23%
17 PERSONAL HYGIENE 320.8 265.5 21%
18 FACIAL CARE 297.3 497.7 -40%
19 TELEVISION-VIDEO 219.5 102.8 113%
20 SPECIALIZED DISTRIBUTION 205.8 130.7 57%
21 PROPERTY 195.7 121.7 61%
22 AIR PROCCESSING/HEATING 194.6 81.7 138%
23 SKIN & BODY CARE 174.4 212.5 -18%
24 SAUCES & DRESSING 171.0 135.0 27%
25 SOUPS & FLAVOURING 167.4 247.2 -32%
Rank Row Labels H1-2016 H1-2015 % VAR.
26 CHOCOLATE & CONFECTIONERY 161.4 191.2 -16%
27 FRUIT JUICE, SYRUP & CORDIAL 156.6 115.3 36%
28 DIVERSE PUBLICITY (Advertisement) 154.3 156.2 -1%
29 MOTOR - CYCLES 144.9 189.7 -24%
30 PAINKILLERS 139.5 112.4 24%
31 RENTALS & OTHER SERVICES 139.3 122.0 14%
32 IND BREAD/BISCUIT/CAKE 138.9 103.7 34%
33 WATER 137.5 96.1 43%
34 ANIMAL FEED 134.7 23.0 485%
35 HYGIENE & BEAUTY CORPORATE 134.1 170.6 -21%
36 OIL & FAT/ MAGARINE 126.2 136.5 -8%
37 PAINT-COATINGS 121.1 91.5 32%
38 Leisure - Entertainment 111.8 76.3 47%
39 WASHING-UP PRODUCTS 111.1 184.2 -40%
40 VITAMINES 108.9 110.1 -1%
41 CAR 104.3 72.6 44%
42 COUGHS-COLDS-FLU 102.0 105.7 -3%
43 LUBRICATING 101.3 65.3 55%
44 FOODSTUFF LABEL RANGE 88.2 17.5 404%
45 BABY FOOD 84.7 80.7 5%
46 BANKING 82.7 121.9 -32%
47 BEAUTY SALON FACILITIES 82.5 124.6 -34%
48 MATERIALS 79.2 40.9 94%
49 HOUSEHOLD CLEANING PRODUCTS 70.5 124.4 -43%
50
TELECOM OPERATOR - MOBILE
TELEPHONY 68.2 207.1 -67%

11. 11
797
778
767
751
733
655
618
581
557
433
429
423
407
391
382
GROWING-UP MILK (1-5YO)
FABRIC SOFTENER/FRESHENER
HAIR CARE RANGES
TOOTHPASTE
OTHER FUNCTIONAL (TREATMENT) SUPP.
SHAMPOO
FUNCTIONAL (TREATMENT) SUPP. RANGE
WASHING LIQUID
FIZZY SOFT DRINK
BEER RANGES
FRESH & PASTEURISED MILK
WASHING POWDER
GENERAL TRADING
DRINKING & FLAVOURED YOGHURT
RTD TEA
+59%
+6%
+38%
+14%
+53%
+21%
+33%
+49%
+30%
+44%
+58%
-32%
+220%
-8%
+44%
H1-16 TOPADVERTISERS& PRODUCT
3,740
1,497
1,032
777
561
536
487
419
414
307
305
243
241
237
225
UNILEVER VIETNAM
VINAMILK CORPORATION
P&G VIETNAM CO. LTD.
FRIESLAND CAMPINA VIETNAM
AN HIEP PHAT Beverage Group
PEPSICO VIETNAM
NESTLE VIETNAM Ltd.
ABBOTT Laboratories Inc.
COCA-COLA VIETNAM LTD.
THAI DUONG JS Co. (Hygiene &
Beauty)
ECO Pharmacy JS Co.
MSUNG Electronics Corporation
ERSDORF AG (NIVEA Cosmetics)
MASAN Food Corp
KIMBERLY-CLARK VIETNAM
+3%
+9.5%
+11%
+28%
+86%
+37%
+7%
+17%
+41%
+37%
+107%
-43%
+33%
-5%
+15%
2015 Rank
1
2
3
6
8
5
7
9
10
13
4
28
19
11
17
1
5
2
9
4
8
12
13
10
16
19
3
38
20
11
2015 Rank
Source: Kantar Media - Unit: Billion VND, Gross value, Before Discount & VAT

12. 12
MEDIA
TRENDS
H1-2016

13. 13
MEDIA PENETRATION TREND IN 4 KEY CITIES
98%
74%
49%
17%
66%
75%
17%
99%
68%
46%
16%
72%
66%
16%
96%
50%
31%
14%
85%
71%
22%
94%
37%
21%
13%
95%
89%
31%
94%
32%
20%
11%
96%
94%
30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Everyday TV Every week
Newspaper
Every month
Magazine
Everyweek Radio Everyday Internet Everyday OOH Every month
Cinema
2012 2013 2014 2015 2016
Quite
stable
Deeply decrease Highly increase
Source: Kantar media Choice 4, P15+
The noticeable change of media penetration in key cities in last 5 years witness
traditional media critical drops

14. 14
DIGITAL
TRENDS

15. 15

16. 16
VIETNAM MARKETIS OBSESSEDWITH ONLINEVIDEO
(mins)
243
207
229
241
248
240
240
• 42% of Internet users watch
video daily, 36% weekly
• 70% on a mobile device
• Music, Movies, Comedy,
News are top 4 genres viewed
Source: Milward Brown Ad Reaction Study 2015 Source: TNS Consumer Barometer Study 2014/15, Internal Google data

17. 17
YOUTUBEIS THE 1ST CHOICE& TREND IS FACEBOOK
97%
56%
16%
15%
Websites visit to watch TV/Videos online in L7D
Source: TKL Infusion Oct-2015– Target: P 22-35 AB

18. 18
18
Source: YouTube User Profiling, Vietnam, June 2015
Question Y5aa Which of the following types of videos do you generally watch on YouTube on the following devices?
Base: All using YouTube PC/laptop (804), on Smartphone (635), on Tablet (302)
Music videos are the preferred genre for smartphones and tablets – user-gen content and news broadcasts
also see a ranking uplift on portable devices. Films are more suited to PCs - longer viewing periods on
bigger screens. Comedy remains consistently popular across all devices
SHORTERVIDEOS VIEWEDON MOBILEDEVICES,FILMON PC
PC / Laptop Smartphone Tablet
Foreign movies 53%
Comedy 50%
Music videos/concert
footage
44%
TV shows 40%
Foreign Cartoons 37%
Vietnamese movies 37%
How to videos 37%
Reality shows 35%
Education 34%
User generated content 33%
Music videos/concert
footage
40%
Comedy 36%
Foreign movies 28%
User generated content 27%
How to videos 26%
News broadcasts 25%
Film previews, trailers 24%
Entertainment/celeb news 23%
Foreign Cartoons 22%
TV shows 21%
Music videos/concert
footage
39%
Comedy 39%
Foreign movies 38%
User generated content 32%
How to videos 29%
Lifestyle - travel, food,
fashion
28%
News broadcasts 27%
Film previews, trailers 27%
TV shows 27%
Vietnamese movies 27%

19. 19
19
Source: YouTube User Profiling, Vietnam, June 2015
Question Y3. Thinking about a typical day, what times of the day do you watch online videos on YouTube, on different devices?
Base: All using YouTube (913)
14
27
20 20
14
19
16
30
46
12
4
1 1
14
29
18
17
17
22
19
35
57
21
7
2 2
-
10
20
30
40
50
60
06:00 and
09:00
09:00 and
11:00
11:00 and
12:00
12:00 and
13:00
13:00 and
14:00
14:00 and
16:00
16:00 and
18:00
18:00 and
20:00
20:00 and
23:00
23:00 and
24:00
24:00 and
02:00
02:00 and
04:00
04:00 and
06:00
Usage Weekdays Weekends
Peak time
8-11pm will be a key time for advertisers in order to gain the maximum reach for their advertising. A smaller peak seen in
the mornings between 9-11am. Weekday usage overtakes weekend usage in the late morning and early afternoon.
A PROMINENT PEAK OF YT USAGE SEEN IN THE LATE EVENINGS
Peak time
# = over-index men
# = over-index women
# = over-index 16-34
#
#
#
#
#
#
#

20. 20
TOP 10 YOUTUBE CHANNEL
Source: Socialbaker, June 2016

21. 21
YAN NEWS WIN 1ST POSITION IN TOP 10 FACEBOOK PAGES IN VIETNAM
Source: Socialbaker, June 2016

22. 22
YOUTUBE AND FACEBOOK VIEWSOF VIDEOSURPASS TV
Ave. ~2.6M viewer/ 1Ep
Ave. ~2M Viewer/1Ep
BTS/teaser: ~200k
views
Cuts: ~80k views
Eve. ~1.5M viewer /1Ep
BTS/teaser: ~400k views
Cuts: ~60k views
Full Ep: ~700k viewer/1Ep
Cuts: ~200k views
BTS: ~2M Views
Round Cuts: ~150k
views
Short talk: ~10k views
Ave.: ~500k viewer/1Ep
Cuts: ~80k views
BTS: ~200k Views
Cuts: ~150k views
BTS: ~2M Views
Teaser: ~100k views
Cuts: avg. ~100k views
BTS: ~1.5M Views
Teaser: ~200k views
Cuts: ~80k views
Source: TV: Infosys 2015, Youtube (estimate frequency 3), Facebook
Ave. ~710k viewer / 1Ep Ave. ~453k users/ 1Ep Ave. ~409k users/ 1Ep

23. 23
LIVESTREAMING
In 2015, Facebook and YouTube made it
easy for everyone to livestream.
Source: yeah1 network
Live stream is becoming more popular with brands
Statistic of view on Youtube
live-stream of some campaigns

24. 24
MOBILE INTERNET is growing
frequency and consumption

25. 25
79%
13%
27%
51%
25%
85%
Feature phone Smartphone
2012 2014 2015
SMARTPHONE INCREASING SIGNIFICANTLY
Source: TKL Infusion Oct-2015, P15+

26. 26
ACCESS INTERNET THROUGH PHONE WITH HIGH FREQUENCY
100%
74%
38%
3%
Call/Received call
Internet Connection
Ringback tone
services
Music gift
Phone service use
73%
15%
8%
1%
About once a day
4 - 6 days a week
2 - 3 days a week
Once a week
Frequency access Internet through
smartphone
Source: TKL Infusion Oct-2015, P22-35AB

27. 27
SMARTPHONE SURPASSING DESKTOP/LAPTOP IN DAILY ACCESS
74%
Mobile
Desktop/laptop
Tablet
50% 10%
Source: TKL Infusion Oct-2015, P22-35AB

28. 28
Social network have become an
integral part of young‘s daily lives

29. 29
SOCIAL NETWORK AND INSTANT MESSAGE INCREASE SIGNIFICANTLY
17%
47%
41%
52%
68%
58%
82%
75%
87%
81%
Using social network Using instant message
2012 2013 2014 2015 2016
Source: Kantar media Choice 4, P22-35AB

30. 30
SOCIAL NETWORK IS DAILY LIFE
66%
20%
12%
2%
Several times a day
About once a day
3 - 6 days a week
1 - 2 days a week
Frequency use social
Source: TKL Infusion Oct-2015, P22-35AB

31. 31
E-commerce grows
significantly, especially
toward young target

32. 32
E-COMMERCE GROWS SIGNIFICANTLY IN BOTH 2 KEY CITIES
6%
12%
15%
12%
22%
20%
28%
22%
31%
25%
HN HCM
ONLINE PURCHASE
2012 2013 2014 2015 2016
Source: Kantar media Choice 4, total P 15+

33. 33
22% of online purchase made via mobile, mobile purchase is on uptrend, especially in HN
market
1% 1%
2%
1%
4%
3%
11%
3%
13%
4%
HN HCM
ONLINE PURCHASE VIA MOBILE
2012 2013 2014 2015 2016
Source: Kantar media Choice 4, total P 15+
22%

34. 34
P15-34 HAS HIGH AFF.INDEX TO ONLINE PURCHASE, P20-29 DONE MANY ONLINE SHOPPING
VIA MOBILE
15%
29%
22%
17%
6%
7%
4%
8%
36%
26%
8%
11%
9%
1%
15-19
20-24
25-29
30-34
35-39
40-44
45-49
15-19
20-24
25-29
30-34
35-39
40-44
45-49
112
167
141
128
47
66
39
59
208
164
64
91
93
13
Index vs. Total people
OnlinePurchaseMobilePurchase
Source: Kantar media Choice 4, total P 15+

35. 35
ONLINE AND MOBILE PURCHASE USERS SKEW TO FEMALE,
CLASS ABC
38%
62%
25%
19%
12%
31%
13%
39%
61%
25%
19%
11%
20%
25%
Male
Female
Class A
Class B
Class C
Class D
Class E
Male
Female
Class A
Class B
Class C
Class D
Class E
OnlinePurchaseMobilePurchase
77
121
248
190
123
99
35
59
208
164
91
93
64
13
Index vs. Total people
Source: Kantar media Choice 4, total P 15+

36. 36
Internet has changed the
readership dramatically

37. 37
READERS SHIFT FROM OFFLINE TO ONLINE GRADUALLY
83%
72%
80% 80%
62%
83%
49%
86%
48%
86%
Read news offline in P6M Read news online in P6M
2012 2013 2014 2015 2016
Source: Kantar media Choice 4, P22-35AB