How Online Advertising
Market is Positioned in Vietnam?
The online
advertising market in Vietnam is at its growth stage. The market
has been growing majorly due to the increase in the number of mobile phone
subscribers, improved internet infrastructure and rise in trend of using social
media and increased video consumption in Vietnam. The young population of
Vietnam is one of the major reasons for increased traction in adoption of
various platforms over internet and resulting increase in advertisement
spending on platforms such as Facebook, Google, Zalo, Twitter, etc. However,
the market witnessed slower growth during 2015-2016 owing to economic and
financial crisis in the country which resulted in several brands reducing their
advertisement spending. Also, due to the measurability and scalability issues
with online advertising. Currently, the market is witnessing improvement in the
internet infrastructure and various tools are now present in the market for
measuring ads reach. Earlier, due to cyber breach and hackers, consumers as
well as advertisers were skeptical about switching to the online medium of
advertising from the traditional medium.
Vietnamese government have started
taking initiatives formulating laws and regulations to protect the end users
privacy.
The
advertising agencies in Vietnam have various tie-ups and partnerships with
either the local media agencies or global agencies. This is the reason why
there is a concentration of the advertising agencies in terms of major players.
In
publishers, Facebook and Google have the maximum penetration of the Vietnamese
users. However, the recent ban on Facebook and Google (YouTube), by the
communist government of Vietnam, will only pose restrictions for the
advertisers and limit their advertising networks.
Over
the review period, Vietnam Online Advertising Market observed a positive growth
rate of CAGR ~% between the year 2013 to 2018.
Vietnam online advertising Market
Segmentation
By Medium (Desktop and Mobile)
Based
on the medium of digital advertising, this market has been segmented into
desktop and mobile advertising. Mobile medium having ~% market penetration in
Vietnam and ~ million USD in terms of overall advertisement spending in 2018.
The higher penetration of internet and more adoption of smart phones supported
the growth of mobile advertising industry and the mobile advertising in Vietnam
grew by CAGR ~% from the period 2013 to 2018.
By Type of Online Advertising (Banner,
Video, Search, Social Media and Online Classified & Others)
Due
to more usage of social media by the people in Vietnam, ~% is the penetration
of social media in 2018 as compared to ~% penetration of online classified
which is the least among the rest of the types of advertising. The reason for
the high penetration of social media advertising is that these apps are
available online and can be accessed any time at any place for any activity.
People in Vietnam are more likely to spend time watching a video than spend
time on any other type of advertising. Therefore, it is expected that video
advertising will also grow at a very fast pace and may even compete social
media advertising in terms of penetration.
In
Search advertising Google and Coc Coc Browser are the most commonly used search
engines. Others include Email Marketing, Remarketing, Affiliate marketing etc.
By Sectors
(FMCG, Healthcare, Entertainment & Media, BFSI, E-commerce & Retail and
Others), 2018
FMCG
is the biggest sector in Vietnam basis online ad spending with ~ million USD in
2018. Its market penetration is almost ~%, 2018. Followed by, the Healthcare
sector, which accounts for ~% market share in the Vietnam online advertising
market. The rest of the sectors such as Entertainment & Media, BFSI,
E-commerce/Retail have also shown significant growth in the market.
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
For more information on the research report,
refer to below link:-
Related Reports:-
Contact Us:-
Ken Research
Ankur Gupta, Head Marketing & Communications
ankur@kenresearch.com
+91-9015378249
Ken Research
Ankur Gupta, Head Marketing & Communications
ankur@kenresearch.com
+91-9015378249
