Navigating Vietnam's Digital Media 2011
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Transcript of Navigating Vietnam's Digital Media 2011
Navigating Vietnam’s
Digital Media 2011 GroupM Interaction
Recap of 2010
In 2010 Vietnam digital marketing implemented a mix of existing and new digital trends including:
• PC-based Augmented Reality
• SMS Marketing
• Enhanced Rich Media Display
• Facebook Fan Pages & Applications
• Social Media Mass Syndication• Social Media Mass Syndication
• MMO Avatar-Based Social Communities
• Online Group Buying
• Emerging E-Commerce Communities
• Search Engine Marketing & Optimization
• Integrated Offline-Online Marketing (Mobile & Web)
• And more
* 2011 Digital Trends - GroupM 2
Internet SnapshotInternet Snapshot
August, 2009
% of total population
30.0
25.0
26.624.423.6
22.019.9
20
25
30
35
Internet Usage Penetration of Vietnam’s Population
Yr End
Totals
No. of
Users
% YoY
growth
2003 3,098,007
2004 6,345,049 +105%
Internet penetration has been growing rapidly since 2003 reaching almost 26 mio users.
2011 Digital Trends - GroupM
2.3
5.87.7
9.1
15.817.7
3.8
12.9
0
5
10
15
20
2003
Jun
2004
Jun
2005
Jun
2006
Jun
2007
Jun
2008
Jun
2009
Jun
2010
Sep
Source: VNNIC
2005 10,710,980 + 69%
2006 14,683,783 + 37%
2007 18,551,409 + 26%
2008 20,834,401 +12%
2009 22,779,887 + 9%
Current 25,781,898 +17%
Sep 2010 internet penetration reached 29.98% (25.8m users)
Media recency by age groups
•Age Group 15-24 •Age Group 25-45
With 52% of the population aged 15-45, it is no wonder the internet is fast rivaling traditional communication channels as the most engaging reach vehicle for young consumers.
Source: 3D 2010 Base: 1,027 adults aged 15-24 and 1,897 adults aged 25-45
2011 Digital Trends - GroupM
They are connecting primarily from home, which is a massive
change from work and Internet cafes in 2008 after working hours
52% from 5pm to 12am.
2011 Digital Trends - GroupM
The majority of
online users are
still first looking
for news and
Au
gu
st
20
09
for news and
information,
however social
activity is quickly
growing
2011 Digital Trends - GroupM
Mobile Snapshot
August, 2009
Mobile Snapshot
Total telephone subscribers – 7 year trend
Millions
With so many people having 3 or more SIM cards, the tele-density figures have become meaningless, the current figure nearing 200%
9V
ietn
am
's D
igit
al
Lan
dsc
ap
e1
2/9
/20
10
34.5m mobile subscribers new this year bringing the current total to 144.4
The net number of desk telephone subscribers has been falling over the past year as more people find mobile phones more flexible and cheaper due to the competition between mobile service providers
Source: Vietnam Ministry of Information and Communications (MIC) / GSO
Tele-density: 12.3% 18.4% 32.6% 55.2% 97.5% 152.7% 185.3%
2011 Digital Trends - GroupM
Mobile penetration far outpacing that of landlines and is expected to reach 100% penetration by 2013
2011 Digital Trends - GroupM
Mobile Phone features used regularly
8589
64
5248
54 5460
80
100 Age 15-24
Age 25-34
Age 35-45
% of mobile phone owners
22 2326
11 95
0
20
40
Voice ca
lls
SMS
Camera
Liste
n to m
usicVid
eo cam
eraBlu
etooth
Play
mobile
gam
esDat
a st
orage
Wat
ch v
ideo
/film
clip
sUse
inte
rnet
Check e
mai
lsW
atch
TV
GPS nav
igat
ion
Source: 3D 2010 Base: 716 adults aged 15-45 who currently own and use a mobile phone
2011 Digital Trends - GroupM
Search SnapshotSearch Snapshot
Should I buy it?How do I find out if
the price here is
competitive?
#1 Search Engine in Vietnam, followed by Bing (3% and
2011 Digital Trends - GroupM
3o million web searches a day
3 million mobile searches a day
by Bing (3% and Yahoo (1%)
Newspaper article
TV show
Magazine ad
Friends/family
TV ad
Internet/online sources
Online sources are most helpful for gathering information,
evaluating and comparing options vs traditional medium
Most Helpful Source at Each Phase
General information gathering
Evaluation & comparing
Final purchase decision
Percent Who Participated at Each Phase
84%
87%
87% Friends/family are most helpful in the
0% 10% 20% 30% 40% 50%
Radio show
Radio ad
Billboard or outdoor ad
Retail store
Postal mail ad or catalog
Sales person
Magazine article
Newspaper ad
Newspaper article
Gathering general information (n=286)
Evaluating and comparing options (n=296)
Making a f inal purchase decision (n=295)
Purchase
Final purchase decision 87%
Base: New Personal Care Product Sub-Group who used at least one source
n=341
Friends/family are most helpful in the
final decision phase
2011 Digital Trends - GroupM
Social Media SnapshotSocial Media Snapshot
Teen: 13-19
First jobbers: 20- 24
Social Media Netizens. Population: 16 mil people
Who’s on social media?
Young professionals:
25- 28 Mature group: 29- 39
Source: Click Media
Vietnam Social Media Overlap Map
Zing Me
Yume
No overlap but no overlook
Tinh te
Dien dan tin hoc
Hihihehe
Vn-zoom.vn
ZingMeYume
YoutubeTruongton
YoutubeYahoo 360
Plus
wordpress
5giay.vn
Bongda.com.vnwebtretho
Young professionals and mature groupsTeen and first jobbers
Source: Click Media
2011 Digital Trends - GroupM
2011 DIGITAL TRENDS
Mobile: Apps & Augmented Reality
http://www.youtube.com/watch?v=vEE6M0iW-Nw
http://www.youtube.com/watch?v
=LoodrUC05r0&feature=related iButterfly mixes Location
Based Services, Augmented
Reality and Coupons in Japan
* 2011 Digital Trends - GroupM 19
Mobile applications including games, tools, and entertainment will increase in 2011. Augmented Reality games may emerge like
the game above.
Potential restrictions in growth are the limited number of iPhone
and Android handsets.
http://www.youtube.com/watch?v=vEE6M0iW
Mobile: Mobile Tagging
Mobile Tagging involves the encoding
of information in a 2-Dimensional (2D)
code
Almost any mobile phone with a
camera can be used to decode mobile
QR Codes are the most
prevalent forms of mobile
tags
* 2011 Digital Trends - GroupM 20
camera can be used to decode mobile
tags
This specific tag uses QR encoding,
which is the industry standard
Microsoft
Popular Mobile Tags
http://en.wikipedia.org/wiki/Mobile_tagging
Mobile: Mobile Tagging – How it works
1. Tag is generated by software
2. Phone shoots the tag via application (must download)
3. Tag is processed
1. Test content is revealed
2. Information + WAP link
(message)
You have received a 20%
off coupon on your next
purchase. Please show
this Coupon to the Cash
Register attendant
* 2011 Digital Trends - GroupM 21
WAP Site
Location Based Services: Vietnam
Online maps provide a variety of potential sponsorship opportunities including Map Directions, Product & Service Listings, Geo-targeted coupons and more.
* 2011 Digital Trends - GroupM 22
Product & Service Listings
Map Sponsorship & Geo-targeting
Sponsorship (Directions &
More)
Interactive Voice Response
Interactive Voice Response (IVR) is an automated interactive telephone system.
Users can call into the system to select specific content to listen to, also record
their own messages. The system can also automatically call a phone number
providing the same interactive services.
http://www.youtube.com/watch?v=rGjmPqhMVdo
* 2011 Digital Trends - GroupM 23
IVR can be used for
automated calling and also
interactive gaming
User Generated Content by Mobile
8589
64
5248
54 5460
80
100 Age 15-24
Age 25-34
Age 35-45
% of mobile phone owners
Taking photos and
videos are the 3rd and
5th most used
functions for 25-45
YO
* 2011 Digital Trends - Mindshare 24
22 2326
11 95
0
20
40
Voice ca
lls
SMS
Camera
Liste
n to m
usicVid
eo cam
eraBlu
etooth
Play
mobile
gam
esDat
a st
orage
Wat
ch v
ideo
/film
clip
sUse
inte
rnet
Check e
mai
lsW
atch
TV
GPS nav
igat
ion
Source: 3D 2010 Base: 716 adults aged 15-45 who currently own and use a mobile phone
Facebook & YouTube Explosion
* 2011 Digital Trends - GroupM 25
YouTube and Facebook
are in the Top 10 sites
visited in Vietnam
despite blocking
activities
Group BuyingGroup Buying enables consumers to take advantage of massive discounts and deals through online purchasing. An item being sold becomes active when a certain number of people commit to buying it (a group), then only an additional number of the item are available for a limited time, usually 24-48 hours. Interesting notes:
- Groupon, the most famous of the global group buying sites is under option for acquisition by Google for more than $6 billion USD
- There are more than 650 active group buying websites in China
* 2011 Digital Trends - GroupM 26
There are 10
group buying
sites in Vietnam
and growing
Search Engine Optimization
5%4% 1%
With Search is the number one activity online in Vietnam and Google is the
most trafficked site, many brands have begun to explore using Paid Search as a
marketing solution. As more brands venture into Search Marketing, SEO will
gain traction with brands fighting over both Paid and Organic Search Results.
* 2011 Digital Trends - Mindshare 2791%
Yahoo
Xalo.vn
Bing
Digital-Offline IntegrationOnline penetration has reached 30% and mobile penetration more than 80%
with smartphone penetration at 23%. Opportunities for driving people across
and among media are growing rapidly.
Mobile QR Code on
TVC
*
2011 Digital Trends - GroupM
28
Outdoor Augmented
Reality
Outdoor SMS LED
Billboard
Thank You