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Effective measure audience insight report november vietnam

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Duy Nguyen @ Effective Measure introduces a new way of benchmarking and planning for display advertising in Vietnam.

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Effective measure audience insight report november vietnam

  1. 1. Bringing Audience Insights to Digital Media Strategies in Vietnam
  2. 2. Introduction to Effective Measure International <ul><li>Effective Measure International is a Melbourne based company founded in early 2008, which offers a Digital Audience Benchmarking and Media Planning solution to Websites and Agencies in South East Asia. </li></ul><ul><li>In January 2009, Effective Measure became the de-facto standard for Digital Audience Measurement in the Middle East North Africa. </li></ul><ul><li>Measuring over 350,000 demographic profiles and over 30 million browsers per month . </li></ul>
  3. 3. Over 350 websites across SEA have our code
  4. 4. Effective Measure – Panel Community of 75,000+ Thailand Panelists: 19,567 Singapore Will Release in Q4 Malaysia Panelists: 15,224 Philippines Panelists: 13,338 Indonesia Panelists: 14,566 Vietnam Panelists: 12,350
  5. 5. Our Goals in Vietnam <ul><li>Our number one goal is to bring transparency and insight to the Digital Media Industry, which will drive an increase in digital ad spend. </li></ul><ul><li>Assist publishers in gaining a better understanding of their Audience Profile so that they can more accurately sell their audience to agencies and advertisers. </li></ul><ul><li>To provide tools to advertisers and agencies which help them make informed decisions in regards to their Digital Campaigns. </li></ul>
  6. 6. Audience Insight Platform Audience Insight Platform
  7. 7. Effective Measure – Hybrid Methodology Combines data from both site tags as well as our Opt-In Panel to report the most accurate details on local and internationals sites
  8. 8. How we collect Demographics Step 1: Launch Demographic Surveys that come from a non-biased, evenly distributed web across hundreds of diverse websites <ul><li>Detailed User Demographics: </li></ul><ul><li>Age </li></ul><ul><li>Gender </li></ul><ul><li>Profession </li></ul><ul><li>Job Role </li></ul><ul><li>Education </li></ul><ul><li>Purchase Intent </li></ul><ul><li>Psychographics </li></ul><ul><li>Lifestyle </li></ul><ul><li>Internet Consumption </li></ul><ul><li>We currently Track Over 17,000,000 Browsers in Vietnam, providing the most accurate demographic data on each page of a website. </li></ul>
  9. 9. Audience Insight Platform Access
  10. 11. Through our Market Wide Demographic survey, we collect and report these results across each data layer in our solution, including: Market Category Ad Network, Publisher, Website and Website Section. Demographic, Lifestyle and Purchase Segmentation
  11. 12. Media Planning Tool The Effective Measure Media Planning Tool allows agencies to easily discover insights about specific demographic Profiles on specific websites in the market. <ul><li>Age </li></ul><ul><li>Gender </li></ul><ul><li>Income </li></ul><ul><li>Occupation </li></ul><ul><li>Smokers </li></ul><ul><li>Gadget lovers </li></ul><ul><li>Social Connectors </li></ul><ul><li>People who plan to travel </li></ul><ul><li>People who love to go out and party </li></ul><ul><li>Health conscious individuals </li></ul><ul><li>And much more… </li></ul>
  12. 13. Vietnam Market Insights Vietnam Market Insights
  13. 14. Business and Finance <ul><li>Business and Finance is the number one category for content sites attracting more than two thirds of Vietnam’s audience per week, 14,291,448 Unique Browsers. </li></ul><ul><li>Vietnam’s browsers of Business and Finance content view these sites on a regular basis, on average 3 or more times per week. </li></ul><ul><li>Local News </li></ul><ul><li>Local News sites attract an older than average audience and those with an educational attainment greater than high school. </li></ul><ul><li>They predominantly access these sites from home, however, more than average are accessing News content from work. </li></ul>
  14. 15. Member Communities and Social Networking <ul><li>Member Communities and Social Networking sites are the top online activity in Vietnam for 18-24 year olds. </li></ul><ul><li>Member Communities and social networking occupy Vietnams online browsers attention for, on average 10:25. They have have longest APD of any of the categories, 2:29. </li></ul><ul><li>The average browser visits a Member Communities or Social Networking site more than once per day. </li></ul>
  15. 16. Entertainment <ul><li>Vietnam’s online audience spends the greatest time viewing sites with Entertainment based content. </li></ul><ul><li>Browsers spend on average 18:03 on an Entertainment site, with an average of 7.49 page views per session. </li></ul><ul><li>Entertainment sites are most popular with people under 30 years old and are visited on average more than twice a week. </li></ul>
  16. 17. Games <ul><li>While most categories see a decrease of browsers over the weekend, online gaming has a significant increase. </li></ul><ul><li>Vietnams online gaming sites have 59% more visitors on Saturday than Monday, with over 70% of browsers accessing from home. </li></ul><ul><li>Browsers of online Game content spend on average 9:41 per session, placing it third, behind Entertainment and Member Communities/Blogs & Forums. </li></ul>
  17. 18. Price to Publishers <ul><li>3 Month Free Trial </li></ul><ul><li>To sign up please go to: http://register.effectivemeasure.com/asia/ </li></ul><ul><li>Basic Tagging Solution- Free to iab Vietnam members </li></ul><ul><li>Standard Suite of Audience Measurement Solution at following rates per year: </li></ul>10% off these rates to all iab Vietnam Members Any publisher over 100 million impressions per month will be quoted on a separate basis. PV's/mth PV's/Yr Standard - USD (Cost per Year) 500,000 6,000,000 $500 2,000,000 24,000,000 $600 4,000,000 48,000,000 $700 6,000,000 72,000,000 $800 8,000,000 96,000,000 $1,000 12,000,000 144,000,000 $1,250 16,000,000 192,000,000 $1,500 20,000,000 240,000,000 $1,750 30,000,000 360,000,000 $2,000 40,000,000 480,000,000 $2,250 50,000,000 600,000,000 $2,500 60,000,000 720,000,000 $2,750 70,000,000 840,000,000 $3,000 80,000,000 960,000,000 $3,250 90,000,000 1,080,000,000 $3,500 100,000,000 1,200,000,000 $3,750
  18. 19. <ul><li>Quang Duy, Nguyen </li></ul><ul><li>Business Development Manager- Vietnam </li></ul><ul><li>[email_address] </li></ul><ul><li>Mobile: +84 908666254 </li></ul>Contact