VN Digital Consumer behaviour Retail

17 Mar 2015
FMCG & Retail for
Digital Consumers

17 Mar 2015
Majority of Your Target Age Group are Online
42 - 86% of Vietnam adults are online now
56
%
86
%
72
%
42
%
29
%
28
%
16
%
TNS/Google (2014): Connected
Consumer Study - Results Vietnam
Q6: How often do you access the internet for personal reasons?
Base (weighted): all respondents, n = 1,000

17 Mar 2015
44 Million Internet Users in Vietnam
And they spend 8 hours daily
eMarketer, Nov 2014
GlobalWebIndex, Q4 2014
NO. 6 in APAC
7Hr 51Min
Spent Daily
Across 3 Devices

17 Mar 2015
25% are at least 2-Screener
Most are on either desktops or smartphones
Q12: Which, if any, of the following devices do you currently use?
Base (weighted): all respondents, n = 1,000
At least 1-Screener
57%
At least 2-Screener
25%
At least 3-Screener
2%
44%
36%
5%
Daily Internet
Usage

17 Mar 2015
Is TV the Main Focus Now?
32% of all TV + Internet users connect to the internet while watching TV
Millward Brown, Mar 2014
QTV4c_1: And during the time you were watching TV in the past month, did you go online through another device (e.g.
computer, smartphone, tablet)? Base (weighted): TV & Online Users, n = 485
+
+
+
26 Mins/Day
28 Mins/Day
44 Mins/Day
32%
TV + Internet Users

17 Mar 2015
93% Use search engines
85% watch video content
Q16_1-_4 aggregated: Frequency of internet usage for personal reasons per device category
Base (weighted): online users, n = 555
Use search engines 93%
Watch video content 85%
Look for product information online 69%
Use chats / instant messaging 69%
Check my emails 66%
Write comments 64%
Do online gaming 62%

17 Mar 2015
Significant Mismatch between Media
Consumption VS Allocation of Media Spend
eMarketer, 2013
Group M Vietnam Digital
Landscape, 2013

Living in the digital age
Are you making the most of it?
Do you...
Understand your
customers better ?
Are you...
Always there,
Always relevant,
Always optimised ?
WIN MOMENTS THAT MATTER

To grow, your business must exceed the pace
of change
Will you embrace…
New behaviours &
tech ?
Will you try…
New business
ideas ?
ADAPT FAST

Larry Page,
Founder and CEO, Google
I encourage companies to do a little more that’s
outside their comfort zone … Almost every time we
do something crazy, we make progress.
“

FMCG & Retail Consumer
Digital Trends in Vietnam

Google Search has
Grown 160% in 2 years
17 Mar 2015 Google Internal Data
35 Billion
Queries
in 2014

17 Mar 2015
A New Breed of Consumers
Google internal data,
eMarketer Dec 2014
35%Of Google
searches are
mobile (1)
[INFORMATION]
MORE ACCESS
40BnYouTube videos
were watched in
2014 (1)
[ENTERTAINMENT]
MORE CHOICE
Online shoppers
in 2014
[SHOPPING]
MUCH MORE ONLINE
8Mn

Online Shoppers also Heavily use the Internet to
Research the Products they Buy

Food & Groceries Search has
Grown >100% in 2 years

Beauty & Personal Care Search has

Home & Garden Search has

Dining & Nightlife Search has
Grown ~100% in 2 years

YouTube Can’t be Ignored Anymore
Search on YouTube has grown >200%
40 Billions
Videos Viewed
in 2014

Assignment
Daniels Confectionery & Gum is going to launch a new product, Daniel's
Chewing-gum for teenager in May 2015. This product is expected to be a
break-through in the market with the natural forest fruit flavors. Daniel
Confectionery & Gum hopes this will compete well with the existing products in
the market.
You are the marketing director for Daniel Confectionery & Gum and you are
tasked to launch Daniel's Chewing-gum successfully and achieve $15 M in
revenues by the end of the year.
First step: Together as a group discuss what you want to achieve with Super
Calcium at the end of the year in terms of...
17 Mar 2015

Achievements
How
Media
Successful launch of new and
improve packaging
Number 1 market share
Improved distribution channel
Successful product launch
TV
Digital
Newspaper etc
17 Mar 2015
Quiz/events to get people to talk
about the brand

15 Minutes to fill in the
board...
17 Mar 2015

Assignment 2
Assuming you’ve identified TV, Digital and POS as the main media to push
Daniel’s Chewing-gum. Please write down the key goals you want to achieve
with each media and the key messages you want to deliver via each medium
Media Key messages Goals/measurements
TV
Digital
POS
17 Mar 2015

FMCG & Retail Consumer
Google Solutions

Google Confidential and Proprietary
Online advertising can be complicated and results
unclear...
See
you
Remember
you
Understand
you
Want
you
Awareness
Consideration
We want to measurement impact and effectiveness every step of the way. This is our solution.

17 Mar 2015
Engaged Video Views,
GDN
Searches
Interaction
& Site Visit
Conversions
Higher value
Higher
volume
Awareness
Interest
Consideration
Purchase
Search & GDN
can be used
across entire
funnel
Awareness
(See & Remember)
Interest
(Remember &
Understand)
Consideration
(Want)
Purchase
(Want)
Consumer Purchase Funnel

17 Mar 2015
Where Your Display Banners will Show

Google Display Network (GDN): Largest Global Display Network
Reach Massive Number of Target Customers
17 Mar 2015
1.2 Billion
page views
served
every week
2.1Billion
ad impressions
per week
85%
domain
penetration
of top 100 sites
93%
reach of VN
internet users

Impressions: 316,000,000
Clicks: 792,000
CTR: 0.35%
Cost: $45,663 SGD (~700M VND)
>> CPC: $0.04 SGD (600
VND)
>> CPM: 2,200 VND
17 Mar 2015
Google Display Network (GDN): Case Study

YouTube.vn domain
Việt Nam Content
Consumer
s
YouTube Vietnam Has Launched
1# Video site in Vietnam
#1VIDEO
site in Vietnam
#3 WATCH
HOURS in APAC
19 MILLION
can be reached on
YouTube every day
#2 LARGEST
search engine in the
world and Vietnam

Source: Ipsos/Google 2012
Influence consideration using
choice-based ads
People who
choose to
watch a video
ad are
75%
more engaged
than those who
are forced
to watch

17 Mar 2015
Wide selection of ad formats to choose from
InVideo Ad
Promote Your Video Ad Dominate Youtube HomePage
InStream Ad

17 Mar 2015
Incredible Reach
>2M unique viewers in a single day
11 - 13M impressions/day
High-Impact
A prominently placed, highly engaging format on the
front door of YouTube.
Exclusivity
100% share of voice for your brand only, for a full 24
hours.
Masthead

17 Mar 2015
Overview
•Pre Roll ads on YouTube partner videos. Viewers can
choose to skip the ad after
•5 sec. You only pay for ads they watch.
•Highly visible ad format
•Increases video view count after 30 sec
•Remarketing available
Creative assets
•Video, no max length, but less than
•1min recommended
•Optional companion banner (300x60)
Placement
•Desktop and mobile app
•YouTube Watch Page
•Runs on partner videos only
Pricing Model
•Auction (CPV - Cost per View)
•You only pay for views, not impressions
TrueView In-Stream: pay as you view

17 Mar 2015
Overview
•Viewers see your ad next to another
•video they are watching and can choose
•to click on it
•Advertisers are only charged when
•people choose to watch your ad
•Increases video count
•
Creative assets
•Video, no max length
Placement
•YouTube Watch Page
Pricing Model
•Auction (CPV - Cost per Click)
•You are charged as soon as user clicks the ad and is
lead to the watch page.
TrueView In-Display (Watch Page)

17 Mar 2015
Overview
•People see your ad as they are searching for relevant
videos and can choose to click on it and watch it. You
only pay for ads they watch.
•Increases video view count, improves organic
placement of videos
•Remarketing available
Creative assets
•Video, no max length
Placement
•YouTube Search Page
Pricing Model
•Auction (CPC - Cost per Click)
•You are charged as soon as user clicks the ad and is
lead to the watch page.
TrueView In-Display (Search Page)

17 Mar 2015
Masthead examples
100% share of voice for a day on the prestigious Youtube homepage

3 Days
Campaign
-4.8M+ views
-Masthead,
TrueView

Hangout on Air (coming in 2015)
Live Masthead (coming in 2015)

17 Mar 2015
Always be there when your customers are searching for you

17 Mar 2015
mCommerc
e
Tap into the increasing mobile search pool
In-store
App download
& in-app
purchases
Call

17 Mar 2015
Engaged Video Views,
GDN
Searches
Interaction
& Site Visit
Conversions
Higher value
Higher
volume
Awareness
Interest
Consideration
Purchase
Search & GDN
can be used
across entire
funnel
Awareness
(See & Remember)
Interest
(Remember &
Understand)
Consideration
(Want)
Purchase
(Want)
See
you
Remember
you
Understand
you
Want
you

17 Mar 2015
Set KPIs aligned with
Brand’s Objective
GRP
s
reach + frequency
impressions
unique views
ad recall
brand awareness
engagements
favorability
mentions
follows
subscribes
tweets, comments
earned views
watchtime
follow on views
consideration
video completes
likes, +1’s
visits / clicks
time-on-site
downloads
conversion assists
view-through-conversions
searches
conversions
watchtime
follows
subscribes
shares
likes, +1’s
tweets, comments
brand interest
searches
Want You
Understand You
Remember You
See You
searches
Awareness
Awareness
Consideration
Consideration

Go online to catch
Vietnamese
consumers' attention
and influence their
buying decision
There is big
disproportion
between consumer
media consumption
and media spend
allocation
Make them
SEE you,
REMEMBER you,
UNDERSTAND you
WANT you
321
Key Takeaway
17 Mar 2015

17 Mar 2015
See
you
Remember
you
Understand
you
Want
you
Awareness Consideration

What Google Solutions will
you add to your media mix
to XX your headline success
X
SOLUTION

Engaged Video Views, GDN
Searches
Interaction &
Site Visit
Conversions
Awareness
Interest
Consideration
Purchase
Awareness
(See & Remember)
Interest
(Remember &
Understand)
Consideration
(Want)
Purchase
17 Mar 2015
❖Key
Performance
Indicator
❖Budget
Consumer Purchase Funnel

GDN Remarketing
Increase reach with negative
remarketing;
or tell a story to those who
engaged with you
Generate awarenessBuild Buzz Drive leads & sales
PRE-LAUNCH POST-LAUNCHLAUNCH
YouTube TrueView
(Cost per View)
Lightbox
Engagement Ad
(Cost per Engagement) TrueView Remarketing
(Cost per View)
Reach those who saw and
interacted with your Masthead for
up to 540 days after
Homepage Masthead
(Cross Screen, Cost per Day)
12M impressions
2M unique users
Across all screens
GDN
(Cost per Click)
Raise market awareness
and share of voice
Google Search
(Cost per Click)
Reach those who are already aware of the
brand and proactively & Intentionally
search for it
Consumer Purchase FunnelProduct
17 Mar 2015
Product Launch Strategy

Clicks in 7 days: 792K
1% become customers
→ 7,920 customers / week
7,920 x 200,000VND
= 1.484 Bn VND > 700 Mn VND
17 Mar 2015
Google Display Network (GDN): Case Study

Benefits of Online / Offline Integrated Video
Strategy: Incremental Reach
17 Mar 2015 Nielsen, Nov 2014
14+

You can be where they are, as they explore their passions 4
actions: searching, browsing sharing and watching
8:00pm
Browse
the web
6:00pm
Look up recipe
on tablet
10:00pm
Watch video
from a friend
3:00pm
Listen to a
new song
8:00am
Check mail
on phone

Media is everywhere and no longer siloed to one screen during prime time
Driving awareness is not that easy
Your consumer’s attention is scattered
and the media landscape is fragmented

17 Mar 2015 Nielsen, Mar 2014
(10.5%)
Average frequency: 6.5
4.2% 6.3% 61.7% (68.0%)
Exposed only to YouTube
(NET REACH)
Exposed to both YouTube and TV
18-44
YouTube increases the TV coverage from 68,0% to 72,2% (+4,2%p.)

17 Mar 2015 Nielsen, Mar 2014
(19.3%)
7.8% 11.5% 56.5% (68.0%)
Exposed only to YouTube
(NET REACH)
Exposed to both YouTube and TV
18-44
Mobile reached 3.6%p. incremental reach on top to
desktop

Source: AdAge 2014, Brand Engagement in Participation Age
Win consideration with an immersive,
engaging experience you create
Engagers
are 4xmore likely
to purchase

17 Mar 2015
Measuring: The Key to Performance

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TealLight BlueGoogle BlueIndigoDeep PurplePurplePinkGoogle Red
GLD Template | Colo(u)r Palette
based on go/Quantum
Colour palette
DO NOT DELETE!!!!

based on go/Quantum
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Deep OrangeOrangeGoogle YellowYellowLimeLight GreenGoogle GreenDeep Teal
Colour palette
DO NOT DELETE!!!!

based on go/Quantum
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