The report
titled “Vietnam
Online Advertising Market Outlook to 2023 - By Medium (Desktop and Mobile), By
Type (Banner, Video, Search, Social Media and Online Classifieds & Others
Digital Advertising), By Sectors/Industries (FMCG, Healthcare, Entertainment
& Media, Retail & E-Commerce, Automotive ,BFSI and Others)” provides information on overview of the online advertising market
in Vietnam, Vietnam online advertising spending overview from 2013 to 2023 , Vietnam
online advertising market segmentation By Medium (Desktop and Mobile), By Types
of Advertising (Banner, Video, Search, Social Media and Online Classifieds
& Others), By Sectors/Industries (FMCG, Healthcare, Entertainment &
Media, Retail & E-Commerce, Automotive, BFSI and Others) and by Pricing Models
(Cost per Mile (CPM), Cost per Click (CPC) & Cost per Action (CPA). The
report also covers competition landscape, trends and developments, issues and
challenges, value chain analysis and government regulations pertaining to the
online advertising market in Vietnam. The report concludes with future outlook
and certain recommendations highlighting the success factors for entering and
expanding in the market.
This
report will particularly help the readers to identify the ongoing trends in the
industry and anticipated growth in future depending upon changing industry dynamics
in upcoming years. The report is useful for Ad networking companies,
Advertising companies, industry associations, government and regulatory
authority and publishers of ads.
Vietnam Online Advertising
Expenditure and Overview
The
online advertising market in Vietnam is currently in its growth stage. The overall
advertising market in Vietnam is being dominated by the traditional channels of
advertising such as television, newspaper, magazines and radio. The online
advertisement market is expected to grow due to the increased use of smart
phones and higher internet penetration in Vietnam. The online advertising market in
Vietnam witnessed robust growth between the years 2013-2018 driven by innovative
technologies to understand the consumers’ needs better. In addition, rising trend of using social media, e-commerce market and
improved internet infrastructure have amplified the growth of digital
advertising in Vietnam.
Market Segmentation
By Medium (Desktop and Mobile)
In the
past, desktop dominated the advertising market owing to better resolution of
the advertisements and bigger screen. In addition, the internet broadband speed
available in Vietnam is faster in any fixed connections as compared to the
internet speed connections via mobile phones. However with the advent of strong
internet infrastructure owing to Vietnam government’s initiatives and rapid
increase in smart phone penetration in the country, mobile advertising took a
whole new meaning and changed the game of online advertising in Vietnam
forever.
By Types of Advertising (Banner, Video, Search, Social Media
and Online Classified & Others)
Among the
five types of digital advertising, social media has the maximum market share due
to the higher usage of social media for messaging, calls, online payments and
many more activities. In social media, Facebook messenger and Zalo accounts the
maximum user penetration followed by Instagram, Skype, etc. Video advertising
ranks 2nd in terms of market share in online advertising in Vietnam
due to the 99% video ad completion rate prevailing in the country. Search
advertising has seen a stable growth in the last five years whereas banner and online
classified advertising have seen a slight decline in this period.
By Sectors/Industries (FMCG, Healthcare, Entertainment &
Media, Retail/E-Commerce, Automotive, BFSI and Others)
FMCG is
the top sector which spends a lot on its product and services advertising owing
to high market competition and low product switching cost followed by the
healthcare sector that is coming up with innovative medical services and need
to raise awareness among consumers. Entertainment & media also have a
significant share in online advertisement spending in the country with digital
games, online music having the highest visibility. E-commerce is an upcoming
sector in Vietnam that will grow at a very fast growth rate owing to increase
in personal disposable income and shift towards online shopping from
traditional brick and mortar model. Automotive and Banking services also accounted
for a considerable market share in the digital advertising market spending in
Vietnam.
By Pricing Models (Cost per Mile (CPM), Cost per Click (CPC)
& Cost per Action (CPA)
The CPM (cost
per mile) model is being widely used by publishers in Vietnam because the
financial risk is low in this pricing model. However, the CPC (cost per click) and
CPA (cost per action) model are going to overtake the CPM model because these
pricing models are more result driven for the brand/advertiser.
Competitive Landscape in Vietnam Online
Advertising Market
The online
advertising segment is witnessed to be concentrated with few major advertising
agencies serving the majority of the brands. Companies compete on the basis of promotion
strategies, their networking, major clientele and the platforms used for
digital advertising. Some of the major players operating within this segment
include GroupM, Publicis, Digital Marketing Vietnam, Dentsu, Mirum, CleverAds,
PHD Media and others. Major platforms with majority of the share in the market
are Facebook and Google, followed by Zalo and other platforms. Pricing, brand
value as well as advertising strategies adopted by a particular company are
considered as of high importance in order to reach a wider target audience in the
country.
Vietnam Online Advertising Market Future Outlook and
Projections
The
Vietnam online advertising industry is forecasted to have a CAGR (2018-2023) of
approximately 21%. Due to the availability of software that could measure ads
reach and optimize the monetization rate, the future of digital advertising market
in Vietnam would witness a significant growth in its digital advertising
expenditure. Moreover, the Vietnamese government is coming up with the cyber
security laws that will protect the privacy data of the end users and will
focus on data storage localization. This will result in advertising companies,
investors and other advertising agencies to streamline and to innovate online
advertisement strategies in the country. In addition, Vietnam is working on
improving its internet infrastructure by making more investments in undersea
cross-country cables which will connect different regions in Southeast Asia.
Key Segments Covered:-
By Online Advertising Medium:
Desktop
Mobile
By Types of Online Advertising:
Banner
Advertising
Video
Advertising
Search
Advertising
Social
Media Advertising
Online
Classifieds and Others
By Different Sector/Industries:
FMCG
Healthcare
Entertainment
& Media
Automotive
Retail/E-commerce
BFSI
Others
By Pricing Models:
Cost per
Mile (CPM)
Cost per Click (CPC)
Cost per
Action (CPA)
Key Target Audience:-
Advertising
Networking Companies
Advertising
Companies
Industry
Associations
Government
and Regulatory Authority
Publishers
of Ads
Time Period Captured in the Report:-
Historical Period –
2013-2018
Forecast Period –
2018-2023E
Companies Covered:-
GroupM
Publicis
Digital
Marketing Vietnam
Dentsu
Mirum
Blueseed Digital
PHD Media
CleverAds
Adtima
Facebook
Google
Zalo
Coc Coc
Browser
FPT
Online
Key Topics Covered in the Report:-
Executive
Summary
Research
Methodology
Vietnam
Online Advertising Market
Vietnam
Online Advertising Market Segmentation
SWOT
Analysis of Vietnam Online Advertising Market
Trends
and Development in Vietnam Online Advertising Market
Issues
and Challenges in Vietnam Online Advertising
Regulatory
Scenario of Vietnam Online Advertising Market
Competitive
Scenario in Vietnam Online Advertising Market
Company
Profiles of Vietnam Online Advertising Market
Vietnam
Online Advertising Market Future Outlook and Projections, 2018-2023E
Analyst
Recommendation in Vietnam Online Advertising Market
For more information on the
research report, refer to below link:-
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Contact Us:-
Ken Research
Ankur Gupta, Head Marketing & Communications
Sales@kenresearch.com
+91-9015378249
Ken Research
Ankur Gupta, Head Marketing & Communications
Sales@kenresearch.com
+91-9015378249
