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


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.


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


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%


Mobile penetration far outpacing that of landlines and is expected to reach 100% penetration by 2013


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


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


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


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

Facebook

Zing Me

Facebook

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

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


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


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


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.


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


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


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


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%

Google

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

*


28

Outdoor Augmented

Reality

Outdoor SMS LED

Billboard

Thank You

Documents

Navigating Vietnam's Digital Media 2011