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)
March 2019
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About the Report
About the Report
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.
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:
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
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
Products
Products
By Online Advertising Medium (Desktop and Mobile), By Types of Online Advertising (Banner Advertising, Video Advertising, Search Advertising, Social Media Advertising and Online Classifieds and Others), By Different Sector/Industries (FMCG, Healthcare, Entertainment & Media, Automotive, Retail/E-commerce, BFSI and Others) and By Pricing Models (Cost per Mile (CPM), Cost per Click (CPC) and Cost per Action (CPA))
Companies
GroupM, Publicis, Digital Marketing Vietnam, Dentsu, Mirum, Blueseed Digital, PHD Media, CleverAds, Adtima, Facebook, Google, Zalo, Coc Coc Browser and FPT Online
Table of Contents
Table of Contents
1. Executive Summary
1.1. Vietnam Online advertising Market Overview
1.2. Vietnam Online Advertisnig Market Size
1.3. Market Segmentation of Vietnam Online Advertising
1.4. Growth Drivers and Restraints in Vietnam Online Advertising Market
1.5. Competitive Landscape
1.6. Vietnam Online Advertisement Market Future Outlook
2. Research Methodology
2.1. Market Definitions
2.2. Abbreviations
2.3. Market Size And Modeling
Approach – Market Sizing
Limitations
Variables (Dependent and Independent)
Multi Factor Based Sensitivity Model
Final Conclusion
3. Ecosystem in Vietnam Online Advertisement Market
3.1. Advertisers
3.2. Online Advertising Agencies And Ad Networks
3.4. Publishers
3.5. End Users
4. Vietnam Online Advertising Market
4.1. Introduction and Genesis
4.2. Vietnam Online Advertising Market Size By Expenditure, 2013-2018
5. Vietnam Online Advertising Market Segmentation
5.1. By Medium (Desktop and Mobile), 2013 and 2018
5.2. By Type of Online Advertising (Banner Advertising, Video, Search, Social Media and Online Classifieds), 2013 and 2018
5.3. By Sectors (FMCG, Healthcare, Entertainment & Media, BFSI, E-commerce and others), 2018
5.4. By Cost Model (CPM, CPC and CPA), 2018
6. SWOT Analysis of Vietnam Online Advertising Market
7. Trends and Developments in Vietnam Online Advertising Market
7.1. Rise of E-commerce in Vietnam
7.2. Growth in Internet and Smartphone Penetration
7.3. Increase in Social Media Users
8. Issues and Challenges in Vietnam Online Advertising Market
8.1. Lack of Proper Hosting Infrastructure
8.2. Newspaper and Television Still Dominates the Advertisement Market
8.3. Regulations by Communist Government
8.4. Gaps Between Brand and Agency
8.5. Difficult to Measure an Ad's Reach
9. Regulatory Scenario in Vietnam Online Advertising Market
10. Customer Profile in Vietnam Online Advertising
11. Case Study: How a Mobile Wallet App Became No.1 App in Five Weeks through Online Advertisement in Vietnam
12. Competitive Landscape in Vietnam Online Advertising Market
12.1. Profile of Few Major Online Advertising Agencies in Vietnam
12.1.1. Competition Scenario
GroupM
Publicis
Mirum Agency
CleverAds
Other Prominent Advertising Agencies in Vietnam
12.2. Major Platforms in Vietnam Online Advertising Market
12.2.1. Competition Scenario
12.2.2. Market Share of Major Players in Vietnam Online Advertising Market
13. Vietnam Online Advertising Market Future Projections, 2019-2023
13.1. Vietnam Online Advertising Future Market Segmentation, 2018-2023
13.1.1. By Medium (Desktop and Mobile), 2018-2023
13.1.2. By Type of Online Advertising (Banner Advertising, Video, Search, Social and Classifieds), 2018-2023
13.1.3. By Sectors (FMCG, Entertainment & Media, Automotive, E-Commerce, BFSI, and others), 2018-2023
13.1.4. By Cost Model (CPM, CPC, CPA), 2018-2023
14. Analyst Recommendations
Disclaimer
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List of Figure
Figure 6-1: Major Entities in the Vietnam Online Advertising Ecosystem, 2018
Figure 6-2: Value Chain Analysis in Vietnam Online Advertising Market
Figure 7-1: Vietnam Online Advertising Market Size on the Basis of Expenditure in USD Million and Growth Rate in Percentage (%), 2013-2018
Figure 8-1: Vietnam Online Advertising Market Segmentation by Medium (Desktop and Mobile) on the Basis of Online Advertising Expenditure in Percentage (%), 2013-2018
Figure 8-2: Vietnam Online Advertising Market Segmentation by Types of Online Advertising (Banner Advertising, Video, Search, Social Media and Online Classifieds) on the Basis of Online Advertising Expenditure in Percentage (%), 2013-2018
Figure 8-3: Vietnam Online Advertising Market Segmentation by Sectors (FMCG, Healthcare, Entertainment & Media, BFSI, E-Commerce and others) on the Basis of Percentage Share in Online Advertising Expenditure(%), 2018
Figure 8-4: Vietnam Online Advertising Market Segmentation by Model on the Basis of Percentage Share in Online Advertising Expenditure (%), 2013-2018
Figure 10-1: Vietnam B2C E-Commerce Landscape
Figure 10-3: Estimated Penetration Percentage of Social Media Platforms in Vietnam, 2018
Figure 14-1: Market Share of Major Platforms in Vietnam Online Advertising Market, 2018
Figure 15-1: Future Outlook and Projections for Vietnam Online Advertising Market on the Basis of Online Advertising Expenditure in USD Millions, 2018-2023
Figure 15-2: Vietnam Online Advertising Market Segmentation by Medium (Desktop and Mobile) on the Basis of Online Advertising Expenditure in percentage (%), 2018-2023
Figure 15-3: Vietnam Online Advertising Market Segmentation by Types of Online Advertising (Banner Advertising, Video, Search, Social Media and Online Classifieds) on the Basis of Online Advertising Expenditure in percentage (%), 2018-2023
Figure 15-4: Vietnam Online Advertising Market Segmentation by Sectors (FMCG, Entertainment & Media, Automotive, E-Commerce, BFSI, and others) on the Basis of Percentage Share in Online Advertising Expenditure(%), 2018- 2023
Figure 15-5: Future Outlook and Projections for Vietnam Online Advertising Market on the Basis of Percentage Share of the various Pricing Models, 2019-2023
List of Table
Table 5-1: Correlation Matrix of Vietnam Online Advertisement Market
Table 5-2: Regression Coefficients Output for Vietnam Online Advertising Market
Table 6-1: Role of Other Entities in the Value Chain of Vietnam Online Advertisement Market
Table 7-1: Rationale and Description for Vietnam Online Advertising Market on the Basis of Expenditure in USD Million, 2013-2018
Table 8-1: Vietnam Online Advertising Market Segmentation by Medium (Desktop and Mobile) on the Basis of Online Advertising Expenditure in USD Millions, 2013-2018
Table 8-2: Vietnam Online Advertising Market Segmentation by Types of Online Advertising (Banner Advertising, Video, Search, Social Media and Online Classifieds & Others) on the Basis of Online Advertising Expenditure in USD Million, 2013 and 2018
Table 8-3: Vietnam Online Advertising Market Segmentation by Sectors (FMCG, Healthcare, Entertainment & Media, BFSI, E-Commerce and Others) on the Basis of Share in Online Advertising Expenditure in USD Millions, 2018
Table 8-4: Vietnam Online Advertising Market Segmentation by Model on the Basis of Online Advertising Expenditure in USD Million, 2013-2018
Table 8-5: Cost per Click (CPC) Rates in Various Medium in Online Advertising, Vietnam, 2018
Table 8-6: Cost Per Mile (CPM) Rates in Various Medium in Online Advertising, Vietnam, 2018
Table 8-7: Cost Per Mile (CPM) Rates of Different Types of Video Advertising of Duration 6 Seconds to 30 Seconds, Vietnam, 2018
Table 8-8: Cost Per Mile (CPM) Rates of Different Types of Audio Advertising of Duration 15 Seconds to 30 Seconds, Vietnam, 2018
Table 9-1: SWOT (Strength, Weakness, Opportunities, Threat) Analysis of Vietnam Online Advertising Market
Table 10-1: Penetration Percentage of the Different Mobile Activities in Vietnam, 2018
Table 11-1: Internet Speed in Various Devices in Vietnam, 2018
Table 11-2: Mobile Connections by Type in Vietnam, 2018
Table 11-3: Total Media Consumption in Vietnam, 2018 (in Percentage %)
Table 12-1: Regulations Pertaining to Online Advertising Market in Vietnam
Table 12-2: Regulations on Product and Services Online Advertising in Vietnam
Table 13-1: Average Time Spent in Urban and Rural Areas on Television and Internet, 2018
Table 13-2: Population and Economic Indicators and their Percent Penetration in Vietnam, 2018
Table 13-3: Average Growth of the Users Profile in Vietnam, 2018
Table 13-4: Frequency of Internet Usage by Users in Vietnam, 2018
Table 13-5: Penetration Percentage of the Males and Females using Smartphones in Vietnam, 2018
Table 13-6: Penetration Percentage of Smartphone Usage of Different Age Brackets in Vietnam, 2018
Table 13-7: Average Time Spent with Media in Vietnam, 2018
Table 13-8: Penetration Percentage of the Various Vietnamese Attitudes towards Digital, 2018
Table 13-9: Penetration Percentage of the Various Types of Mobile Connections, 2018
Table 14-1: Description on Effectiveness of Online Advertisement Campaign in Vietnam
Table 15-1: Company Profile of GroupM including Company Overview, USP, Major Projects, Major Clientele, Number of Employees, Achievements and Future Strategies
Table 15-2: Company Profile of Publicis including Company Overview, USP, Major Projects, Major Clientele, Advertising Platform, Split by Sectors, Number of Employees and Future Strategies
Table 15-3: Company Profile of Mirum Agency including Company Overview, USP, Major Projects, Major Clientele, Advertising Charges, Tools Used, Number of Employees, Awards & Achievements and Future Strategies
Table 15-4: Company Profile of CleverAds including Company Overview, USP, Major Projects, Major Clientele, Advertising Platform, Number of impressions, Number of Projects, Charges, Split by Sectors, Number of Employees and Future Strategies
Table 15-5: List of Few Other Prominent Advertising Agencies in the Vietnam Online Advertising Market
Table 15-6: Description of Major Platforms in Vietnam Online Advertising Market
Table 15-7: Market Share of Major Platforms in Online Advertising Market on the Basis of Advertising Revenue in USD Million, 2018
Table 15-8: Profile of Facebook Users in Vietnam, 2018
Table 15-9: Penetration Percentage of an Average Facebook Page Posts Reach, 2018
Table 15-10: Engagement Rates of the Various Facebook Activities in Vietnam, 2018
Table 15-11: Facebook Usage Analysis in Vietnam, 2018
Table 15-12: Zalo's Statistics in Vietnam, 2018
Table 15-13: Number of Impressions and Users in Coc Coc Browser Basis Various Industries in Vietnam, 2018
Table 16-1: Rationale and Description for Vietnam Online Advertisement Market Future Projections on the Basis of Advertisement Expenditure, 2019-2023
Table 16-2: Vietnam Online Advertising Market Segmentation by Medium (Desktop and Mobile) on the Basis of Online Advertising Expenditure in USD Millions, 2018-2023
Table 16-3: Vietnam Online Advertising Market Segmentation by Types of Online Advertising (Banner Advertising, Video, Search, Social Media and Online Classifieds) on the Basis of Online Advertising Expenditure in USD Million, 2018-2023
Table 16-4: Vietnam Online Advertising Market Segmentation by Sectors (FMCG/Retail, Entertainment & Media, BFSI, Automotive and Others) on the Basis of Share in Online Advertising Expenditure in USD Millions, 2018 - 2023
Table 16-5: Vietnam Online Advertising Market Segmentation by Model on the Basis of Share in Online Advertising Expenditure in USD Million, 2018-2023
Table 17-1: Analyst Recommendations for Vietnam Online Advertising Market
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