The document summarizes the Vietnamese digital advertising market. It notes that in 2015, digital ad revenue in Vietnam was estimated at $330 million and is estimated to reach $425 million in 2016. While the Vietnamese ad market only accounts for 0.7% of the total Asian market, it is growing. The document also outlines the types of online marketing used in Vietnam, including display ads, social media ads, email marketing, search engine marketing, video ads, and affiliate marketing. It provides statistics on key players and forecasts continued growth of the digital ad market in Vietnam in coming years.
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MARKETING
PRESENTATION
21. Industry Overview
(*) In 2015, Digital Ads Vietnam Revenue estimated
at 330 milion USD
In 2016 Digital Ads Vietnam Revenue estimated
425 million
Even though, Vietnamese ad market only
maintain 0,7% for total Asian market, as a
total was values at 1.22 billion U.S while
the ad market of Asia at 171.5 billion.
Local company maintain 26,7% market size
The rest of 74,3% belong to global company like
Facebook and Google(*)Estimate from Nguyen Anh Tuan, CEO, Adtima
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MARKETING
PRESENTATION
31. Industry Overview
Employment:
• 400 people, working in Marketing and
Comminication, with 25% labor come
from agency and 75% from other type
• 66% is femail and 44% male
• 84% of people is under 30 years old and
less than 10-year- working exprience
Number of company: 36 Research & Analysis, 8
publishers, 43 agencies and 36 Production agency
Products & Services: In giving solution to 2 goal : Increase
sale/ revenue and expand brand impression
Big Player:
• Local company: FPT Online, VCCorp,
Zing, 24H
• Global : Facebook / Google
(*)Estimate from trangvangvietnam.com
4. Forecast:
• In 2017 Revenue estimated at 30 million
• In 2018, it will reach up to 35 million U.S.
dollars
Advertising spending in Vietnam from 2004 to 2018
All data from Statista
• In 2025, Vietnam market maintain 18%
South East Asia market, smaller than ID
and TH with revenue at 2,7 and 2,3 bilion
dollar
• In 2025, revenue of Digital Ads in Vietnam
reached up 2 bilion USD
5. Display Ads
Google Display Network
Email Marketing
Mail Chimp
Convert Kit
Get Response
Video Ads
Social Media Ads
Facebook, Google+
Instagram, Pinterest
Search Engine
Marketing
Google, Bing, Cốc Cốc
Remarketing/Retarg
etingFacebook
Google
2. TYPE OF ONLINE MARKETING
In-feed
Search ads
Recommendation widgets
Promoted listings
Merchant
Network
Publisher
Affiliate Marketing
Native Advertising
Youtube
Facebook
Inmobi
6. 2. TYPE OF ONLINE MARKETING
• Like Google Display Network, that ads
ppear on third party websites that have
many traffic
• Format : Floating banners, Popup ads,
video, picture, flash
• Facebook, G+, Instagram, Pinterest
• Statista estimated that in 2017, the global
Mobile social ad spend would amount to
23.39 billion
Display Ads Social Media Ads
7. 2. TYPE OF ONLINE MARKETING
• Some representatives are MailChimp /
ConvertKit / GetResponse
• Vietnam, email marketing is still not
popular and effective
• SEM works based on keywords. Ít
advandge is highly targeted campaigns
• Google, Cốc Cốc and Bing are the biggest
Search Engine plaform
Email marketing Search Engine Marketing
8. 2. TYPE OF ONLINE MARKETING
• YouTube ads are the most popular and
well known of video ads
• Facebook just develop Video Ads so
marketers have more choice
• The ads will follow to remind visitor
about product or service.
• In platform of Google and Facebook now
allow that format
Video Ads Remarketing / Retargeting
9. 2. TYPE OF ONLINE MARKETING
A type of performance-based marketing
which was built by relationships of 4 partied,
in target of cutting down cost, increasing
goal and improving exprience users
• Local companíes like ANTS, NovaOn,
CleverAds,
• Global companíe are Taboola, Outbrain
In-feed
Search ads
Recommendation widgets
Promoted listings
Affiliate Marketing Native Advertising
10. Network – Affiliate platform
connected between Advertiser
and Publisher
ADVERTISER
Individual or company that
promotes an advertiser’s product or
service for earning a commission
PUBLISHER
People who actually sees the
advertising and then makes an
action to finish a conversion
CONSUMER
A type of performance-based
marketing which was built by
relationships of 4 partied, in
target of cutting down cost,
increasing goal and improving
exprience users
DEFINITION
!
1 2 3
WHAT IS AFFILIATE
4
• 4 parties have effection to each other
• While affiliates help businesses reach
larger and more varied customer
bases, they tend to charge high
commissions for their services
People who actually sees the
advertising and then makes an
action to finish a conversion
NETWORK
HOW IT WORK
11. Sale point in Affiliate is when customer
successfully purchased a product/service or
complete an required action. On successful
purchase, conversion is counted
4. The Sales Point Of Affiliate
Purchase a product / service
Filling out a form
Getting an estimate or quote
Signing up for a free trial
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MARKETING
PRESENTATION
12
AFFILIATE MARKETING
Factors Effect To Affiliate
Transparency and Reliability : Publisher want full control
in activity and commision record
Resource available: Time, Money and Material
Flexibility: Flexible in policy, payment and
communication
Communication: Good communication between internal
network, network with advertiser and AM with publisher
make things done and information clear
Trust: Necessary in building relationship, and key point to
solve the the conflict
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MARKETING
PRESENTATION
13
AFFILIATE MARKETING
Factors Effect To Affiliate
Transparency and Reliability : Publisher want full control
in activity and commision record
Resource available: Time, Money and Material
Flexibility: Flexible in policy, payment and
communication
Communication: Good communication between internal
network, network with advertiser and AM with publisher
make things done and information clear
Trust: Necessary in building relationship, and key point to
solve the the conflict
14. 5. VIETNAM AGENCY PORFOLIO
79 company, 400 staff
• Big agency-Brand Strategy
• Local agencies, ad networks
• Digital Agency
• Social media / PR Agency
• Market Research Agency
• Production Agency
15. • 4 Biggest agency in Vietnam
WPP Group
Omnicom
Dentsu
Interpublic
Case Study : WPP Group
• In Vietnam, WPP companies revenues
of US$ 65 million and employ
approximately 1,000 people due to
number in 2013
5. VIETNAM AGENCY PORFOLIO
WPP have 2 key point:
• GroupM is mostly Digital in-house and search engine marketing
• OgilvyOne focus in brand and strategy.
16. 6. VIETNAM ONLINE MEDIA
Social Network: 84% Vietnamese enterprises
spend their money on social advertisement
New/ Media: 44% company have tried Display
advertisement (putting in news/ media site)
Search Engine/ SEM: 46% of the enterprises keep
budget invest in it
Online Video: Got 39% of total survey company
tried and only 4% never hear about
Vietnam Online Media devide to 4 platform: Social Network, News Media, Search, Video
17. 6. VIETNAM ONLINE MEDIA
Social Network: Facebook is most popular,
beside Instagram, Zalo
The Objective of Facebook advertisement is
for the performance.
78% company use it for lead generation like
sale and revenue
In Vietnam Facebook ‘s transtion is 175.391,
revenue is 450,4 bilion VND
News / Entertaiment faced to big threat
It kept 60% market share in 2010- 2014
In 2015 only $ 71 million, accounting for 22% of
market share.
Online video: YouTube most popular online video
media. YouTube is more popular in brand
In Search Engine:
Google 93.07% , 3.87% Coccoc, 1.34% from
Bing 1,72% market share for other search
engine
In 2016, Google have 248.396 transaction in
Vietnam, with revenue of 222,4 bilion VND
Coccoc also have
18. 6. DISTRIBUTION
• Direct distribution channel: P(producer) -> C (Consumer)
For example :
Dell computer start to produce after customer customize product and
completely purchase
• Distribution channel using middleware:
P(producer)-> wholesalers, retailers C (consumer)
19. • Online Marketplaces : indirect sales channels with participation of many parties,
including network services, payment, logistic and technological infrastructure
6. VIETNAM SALE CHANNEL
• Distributors : Wholesale businesses that specialize in
selling to retailers, not directly to consumers
• Foreign Distributors: Wholesale foreign distributors
specialize in sales overseas
• Affiliate Sales : Individuals or companies that sell goods
on other businesses’ behalf.
• Value-Added Resellers : : A group/ company value-
added resellers (VARs) purchase a company’s products,
then alter or otherwise enhance them before reselling
them to customers
• Catalog: Send catalog to customer, it is useful for
physical products
20. Strength:
Tool measurement, advertising cost decrease and integrate technology into advertising performance
Weakness :
+ Legal & policy from goverment :The tax, policy for foreign online ads company working in VN, support policy to
local company
+ Lack of connectivity, strong competition instead by focusing in customers & markets
Opportunity
Mobile and internet growth rate support the development of advertising
Vietnam population change, the new generation is much more open with advertising
Threat:
Ad-blocking and fraud and change of is the big questions for online advertising
The way consumers interact with brands and technology is changing. Agencies need to adapt quickly
Conclusion
