1. VIETNAM MOBILE APP ADVERTISING & MONETIZATION REPORT
Q1 2017

2. Table Of Contents
ADSOTA's Vietnam Mobile App Advertising & Monetiztion Report is published
quarterly, offering key insights of mobile advertising landscape of Vietnam.
Take a look at some interesting items presented in Q1/2017 Report:
1. Vietnam & Global Mobile Market Outlook
2. Vietnam Mobile App Advertising Insights
3. Highlights & Trends Q1 2017

3. Vietnam & Global
Mobile Market Outlook

4. Source: Appota, Statista, VNTASource: Appota, Statista, VNTA
Vietnam Internet Users Demographics
Vietnam 2G-3G Subscriptions Statistics
Top 5 Southeast Asia Countries – 2016
With The Highest Internet Active Users (in million)Total Population: 93M+
48% 52%
Active Internet Users: 49M+
Active Mobile Subscribers: 131.9M+
Active Mobile Social Users: 38M+
76,681,190
43,919,045
0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
2G 3G
21.5
41.0
49.0
54.0
132.7
Malaysia
Thailand
Vietnam
Philipines
Indonesia

5. Source: Appota, StatistaSource: Appota, Statista
Vietnam Mobile OS Breakdown
Lollipop
Marshmallow
Kitkat
Jelly Bean
Others
iOS 10
iOS 9
Earlier
68%
25%
7%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
65+
55-64
45-54
35-44
25-34
18-24
Smartphone Usage, By Age Group
iOS
Andoid

6. Source: Statista, eMarketer, TechCrunchSource: Statista, eMarketer, TechCrunchIndonesia Malaysia Thailand Singapore Vietnam
0
10
20
30
40
50
60
70
80
90
100 Mobile Web
In App
Mobile Display In-app Vs. Mobile Web Impression Share (%)
Indonesia
Malaysia
Thailand
Singapore
Vietnam
0 10 20 30 40
34
44
66
53
69
50 60 70 80
Mobile Internet Traffic (Total Web Traffic: 100%)
# Indonesia has
established itself as
one of Asia's foremost
mobile nation, with
more than 70% of
Internet Traffic
originated from
devices (StatCounter
Report).

7. Source: Statista, AppbrainSource: Statista, Appbrain
Number of Apps Available in App Stores, Mar 2017
GooglePlay AppleAppStore WindowsStore AmazonAppstore BlackBerryWorld
2,200,000
669,000
600,000
234,500
2,800,000
18%
25%
# Google Play and Apple App Store lead
in number of available apps.
# Based on availability, Games is the
most popular in Google Play (18%) and
Apple App Store (25%), followed by
Education, Entertainment and Business
Category of app.

8. The Most Popular App Categories
Source: Appbrain, Appota
Top Games Apps
Top Utilities Apps
Top Business Apps
# Great hints to help developers determine
market App Profitability.
By Number of Apps with >50,000 Downloads
The Most Popular Apps in Vietnam
- 20,000 40,000 60,000 80,000
Productivity
Photography
Music & Audio
Books & Reference
Lifestyle
Education
Personalization
Utilities
Entertainment
Games

9. Vietnam
Mobile App Advertising Insights

10. Vietnam Mobile Ads Players
Programmatic Ads
Affiliate NetworkSearch
Demand-Side PlatformChanneling
Video Audience Network
Measure & Analytics
Native Ads Ad Exchange CPI
Agency Trading Desk Facebook FMP Ad Server Supply-Side Platform
Advertising Network
Email

11. Source: Kantar Media, Google, VNG, StatistaSource: Kantar Media, Google, VNG, Statista
0% 20% 40% 60% 80% 100%
2020E
2019E
2018E
2017E
2016
2015
Search Banner Ads Video Ads Social Media Ads Classified
Vietnam Digital Ads Spending, by Channels
0
200
400
600
800
1000
2013 2014 2015 2016E 2017E 2018E 2019E 2020E
PC Mobile
Vietnam Digital Ads Spending (in million USD)
Google &Facebook:
Others: 25%
75%
Vietnam Digital Ads Market Share

12. Source: Adtapsy, Adsota
eCPM - General Statistics
21.1%
19.2%
26.3%
7.6%
$0.01-0.99 $1.00-1.99 $2.00-2.99 $3.00-3.99
1.39
6.16
2.01
6.47
3.29
4.28
1.59
Apr-15
May-15
Jun-15
Jul-15
Aug-15
Sep-15
Oct-15
Nov-15
Dec-15
Jan-16
Feb-16
Mar-16
Apr-16
May-16
Jun-16
Jul-16
Aug-16
Sep-16
Oct-16
Nov-16
Dec-16
Jan-17
Global AdMob Interstitial eCPM Range (Jan, 2017) Admob Interstitial eCPM in Vietnam ($)
Top 5 Countries with Highest eCPM ($)
2.02
1.9 1.78 1.74 1.66
0.27
USA Australia NorwayCanada New Zealand …………………… Vietnam

13. Source: Appodeal
eCPM Statistics in Vietnam, for Android
Source: Appodeal
$-
$0.20
$0.40
$0.60
$0.80
1/Dec/16 1/Jan/17 1/Feb/17 1/Mar/17 1/Apr/17
Banner Interstitial Medium rectangle
Admob (CPC)
$-
$0.20
$0.40
$0.60
$0.80
1/Dec/16 1/Jan/17 1/Feb/17 1/Mar/17 1/Apr/17
Banner Interstitial Native Ads
Facebook (CPM)
$-
$0.50
$1.00
$1.50
$2.00
1/Dec/16 1/Jan/17 1/Feb/17 1/Mar/17 1/Apr/17
Rewarded video Video
Unity Ads (CPI)
$-
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
1/Dec/16 1/Jan/17 1/Feb/17 1/Mar/17 1/Apr/17
Rewarded video Video
AdColony (CPM)

14. Source: Appodeal
eCPM Statistics in Vietnam, for iOS
Source: Appodeal
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
1/Dec/16 1/Jan/17 1/Feb/17 1/Mar/17 1/Apr/17
Rewarded video Video
$-
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
1/Dec/16 1/Jan/17 1/Feb/17 1/Mar/17 1/Apr/17
Rewarded video Video
$-
$0.20
$0.40
$0.60
$0.80
1/Dec/16 1/Jan/17 1/Feb/17 1/Mar/17 1/Apr/17
Banner Interstitial
$-
$0.50
$1.00
$1.50
1/Dec/16 1/Jan/17 1/Feb/17 1/Mar/17 1/Apr/17
Banner Interstitial
Admob (CPC)
Unity Ads (CPI) AdColony (CPM)
Facebook (CPM)

15. Source: Google, Adsota
In-app Ads Implementation: Dos and Don’ts
Overwhelming display ads
per screen view & user session
Ads overlaps content
or prevents viewing
the app’s core content
Ads on a 'dead end' screenAds in applications
that are running in the background
or outside of the app environment
Fixed particular space for ad
banner, no content allowance
Separated ad banner
from interactive app elements
Smart banners for multiple
device screen sizes accommodation
Appropriate labels or
headers such as
“Sponsored links”or “Advertisements”
Ads too close to
navigation menu
or links
Ads on non-content-based pages
(such as thank you, error,
log in, or exit screens)
Error

16. Vietnam
Highlights & Trends Q1 2017

17. Mobile Advertising Trends 2017
Fight against Mobile Ad FraudAR and VR Advertising Chatbots
Mobile Ad Blocking Fall of Incentive InstallMobile Programmatic Advertising

18. Source: Statista, MarketingLandSource: Statista, MarketingLand
Programmatic Advertising
A software to purchase digital advertising
Programmatic ads are placed using artificial
intelligence (AI); real-time bidding (RTB) for
online display, social media advertising,
mobile and video campaigns.
Ad frequency
Choice of Ad Network Direct deals with 3rd party advertiser
Ad relevancy
Publisher’s control Ad Network’s control
Definition
Ad formats
Content of
served ad
Numbers
of bidders

19. Source: Statista, eMarketerSource: Statista, eMarketer
Programmatic Advertising Spending In Southeast Asia (in million USD)
Programmatic Advertising Spending In Southeast Asia Programmatic Ads Trends, 2017
# Indonesia and Malaysia Lead Southeast Asia in
Programmatic Ad Spending.
# Spending is expected to more than double in Malaysia,
Thailand, Singapore, The Philippines and Vietnam during
the forecast period.
Data collaboration Header bidding Personalization
Ad CreativeOmni-channel
programmatic
Programmatic
Storytelling
40 34
13 13
4
33
0
50
100
150
200
250
300
2015 2019
Indonesia
Malaysia
Thailand
Singapore
Vietnam
244
77
51 40

20. How To Get Away With Ad Blocking
User Empowerment
Users Protection Programmatic AdsPersonalized Ads with Big Data
Valuable Content Native Ads

21. Chatbots
- Known as: talkbot, chatterbot, Bot,
chatterbox, Artificial Conversational
Entity)
- A computer program which conducts
a conversation via auditory or textual
methods
- A service, powered by rules and AI,
that can be interacted via a chat inter-
face
Definition:
- Accessible
- No download requirement
- 24 x 7 x 365 available
- Chat products platform
Advantages:
Distribution channels are shifting:
Best Chatbot Apps, 2017
Webapps Apps Bots
Instalocate Penny JungleBit
Source: Oratio, Adoriasoft, chatbotsmagazine.com

22. Most Significant News, Q1 2017
Worldwide
Vietnam
Vietnam urged ad boycott
of Facebook and YouTube
due to anti-government information
Mobile App Stories News Feed Stories
Changes in Facebook Algorithm
Sign-up buttons for
Publishers not using
Instant Articles
Google & YouTube
Ad Boycott
for toxic content
YouTube’s
new monetization rules:
10,000 views for adverts
Facebook blocked and reopened more
than 50 popular Vietnamese Fanpages
because of Copyright violation
The launch of the first Google’s Mobile In-App
DFP for Small Business and
Ad Exchange in Vietnam – AppotaX
A Solution on Google Ad Exchange Platform

23. About Adsota
More information: https://adsota.com/ https://adx.appota.com/ Email: marketing@adsota.com
Adsota is a mobile app marketing platform that provides advertisers with the best solutions to achieve
high ROI, as well as publishers with monetization ways of earning the highest revenue.
Since 2017, Adsota has become the exclusive partner with exploitation rights on AppotaX - The first
Appota's Mobile Ad Optimization Solution for Publishers on Google Ad Exchange Platform in Vietnam.
Massive CPI/CPA Service
Traffic Monetization Service
Full-Service
Marketing Campaign
Distribution Service
Affiliate network