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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)

Region:Vietnam

Product Code:KR769

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Published On

March 2019

Total pages

88

About the Report

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 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

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

Companies Covered:

  • GroupM

  • Publicis

  • Digital Marketing Vietnam

  • Dentsu

  • Mirum

  • Blueseed Digital

  • PHD Media

  • CleverAds

  • Adtima

  • Facebook

  • Google

  • Zalo

  • Coc Coc Browser

  • FPT Online

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

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