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.
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:
By Types of Online Advertising:
Social Media Advertising
Online Classifieds and Others
By Different Sector/Industries:
Entertainment & Media
By Pricing Models:
Cost per Mile (CPM)
Cost per Click (CPC)
Cost per Action (CPA)
Key Target Audience:-
Advertising Networking Companies
Government and Regulatory Authority
Publishers of Ads
Time Period Captured in the Report:-
Historical Period – 2013-2018
Forecast Period – 2018-2023E
Digital Marketing Vietnam
Coc Coc Browser
For more information on the research report, refer to below link:-
Ankur Gupta, Head Marketing & Communications