mobile adnetwork in vietnam
TRANSCRIPT
MOBILE ADNETWORK IN VIETNAM?
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1. Why Mobile?
2. How Mobile?
3. Earn money on Mobile Ads Network
4. Mobile Adnetwork Eco-system
5. Running mobile Ads in Vietnam?
MOBILE ADNETWORK IN VIETNAM?
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Why Mobile?
Vietnam 2013: More than 12 millions Smartphone/ Tablets Users – More than 3,3 millions 3G subcriptions
Number of tablets sale in VN in 6 months of 2013 reach 250.000
In the world
500%Searching on
Mobile increase 500% in
compare with 2 years ago
2013
Smartphone and tablet
more than PC 200 millions
2013
- Shopping on Smartphone
29%-E-commerce:
50%
2016Access to internet by mobile in
Asian : 50% in the world
1,300 billion $Payment buy mobile in 5
years increase 4
times
Source: Mobithingking, cisco, idc…
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47% 36%47% use smartphone to search information for products
30% use smartphone to see review of products on website
80% smartphone users want more live information appear on their device
64% users always use app to look for brand
information
48% use smartphone for online payment
73% share information about products for friends
on their phone
And 99% Use at lease 1 app everyday!
Source: Mobithingking, cisco, idc…
Why Mobile?
Among Vietnamese mobile users
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Search queries on laptop/PC and Mobile
Vietnam
2011
2012
2011
2012
20112012
58M/day
12%
60M/day
20%
70M/day
21%
70M/day
25%
85M/day
27%
75M/day
25%
Indonesia Thailand
…..M/day: Search in general…%: Search queries on mobile
Compared to other countries in the region, the total amount of search queries in Vietnam is lower, but the growth rate of mobile search queries is high
Source: Google
Why Mobile?
??
Source: Google
Industry Vertical Query Growth(Q4 2012, YoY)
% Clicks from Mobile Devices
Mobile Query Growth
(Q4 2012, YoY)
Mobile Click Growth(Q4 2012, YoY)
Arts & Entertainment 9,7% 14,0% 75,3% 721,1%Autos & Vehicles 10,6% 14,0% 74,2% 524,7%Beauty & Fitness 25,9% 15,0% 126,5% 493,0%Business & Industrial 17,7% 10,0% 97,6% 553,2%Computers & Electronics 17,9% 7,0% 102,7% 517,2%Finance 21,3% 17,0% 115,4% 818,0%Food & Drink 18,9% 17,0% 97,1% 748,5%Games 3,9% 9,0% 62,2% 438,8%Health 16,7% 14,0% 108,0% 759,7%Hobbies & Leisure -1,3% 13,0% 50,2% 903,5%Home & Garden 5,4% 10,0% 96,0% 662,1%Internet & Telecom 18,4% 19,0% 68,8% 461,3%Jobs & Education 13,2% 11,0% 79,9% 566,2%Law & Government 5,4% 14,0% 55,5% 650,7%News, Media & Publications 26,6% 29,0% 127,8% 406,3%Real Estate 10,7% 9,0% 102,6% 253,1%Shopping 13,4% 14,0% 97,7% 553,0%Sports 21,5% 23,0% 96,2% 400,9%Travel 18,3% 18,0% 83,0% 559,5%
Why Mobile?
??
Top industry get attention from mobile user - Game Online -
Search queries for Game Online on mobile double in recent years
Source: Google
Why Mobile?
??
Top industry get attention from mobile user - Online shopping and E-commerce -
Search queries for Online shoping increase 2% - 16% in recent years
Source: Google
Why Mobile?
??
20 millions150.000 250.000
240.000
51 millions
40 millionsAccording to CleverNET report, Vietnamese users are increasingly paying attention to the ads on the application they are using. Number of click on CleverNET system has increased nearly 70% in just 2 months.
Source: CleverNET
Why Mobile?
??
Develop more application
Compatible mobile web development
Mobile ad network on smartphone and tablet
Online ad network
Open more “showroom” in the city where users are familiar with mobile network
How Mobile?
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When you have an app/ wapsite, it means:
- Your brandname always in customer’s pocket, they can see you everyday
- User can access to your information even when they are offline
- You can make revenue by locate advertising on your app/ wabsite
- User can decide to buy your product whenever they need
- User can call you, find the location of your shop, email/ SMS on their smartphone
Develop more application and mobile web
How Mobile?
Smartphone Developer in Vietnam:Smartphone Developer in Vietnam:How can they make money on their How can they make money on their
application and mobile web?application and mobile web?
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1. PAY PER DOWNLOAD
Make money on mobile adnetwork
Key sale point:Key sale point:
- Specialized and unique content, difficult to copy.
- Strong brandname
- User only pay once and rarely pay more after download the app
- 5% app on iTunes are this type
Disadvantage: Habbit of “trial period” by Vietnamese end-user
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2. IN – APP PURCHASE
Make money on mobile adnetwork
Key sale point:- Always provide new value for end-user- 95 over top 100 on game portal use this model- Success story of Mobile Game in Vietnam
Disadvantage: -High revenue share for Telcos (55%)- Apple don’t accept local payment- Operate and Optimize product
Key sale point:- High time spend on app- Detail information of user- Only choice of free appDisadvantage: Many big brands don’t care about this advertising
3. ADVERTISING
Mobile Adnetwork of Mobile Adnetwork of Vietnam in 6 recent monthsVietnam in 6 recent months
•- 90% advertising revenue are - 90% advertising revenue are on OTT (Zalo, Line, Kakao Talk) on OTT (Zalo, Line, Kakao Talk) because their CPC are highbecause their CPC are high
•- Fillrate and CPC low in - Fillrate and CPC low in generalgeneral
•- Inventory are not abundant- Inventory are not abundant
•- Big company’s mobile - Big company’s mobile •adnetwork (VTC, VCCorp…) adnetwork (VTC, VCCorp…) only run their own productsonly run their own products
Some statisticSome statistic
Number of apps in Vietnam: 15,000Number of apps in Vietnam: 15,000- 25% Android- 25% Android- 15% iOS- 15% iOS- 60% JAVA- 60% JAVA
Revenue on App ~ 1,800 billion VNĐRevenue on App ~ 1,800 billion VNĐ
Mobile Game ~ 1,500 billion VNĐMobile Game ~ 1,500 billion VNĐ
Mobile Game is the most success with:Mobile Game is the most success with:Average Revenue per Registration (ARR) Average Revenue per Registration (ARR) range from 15,000 to 50,000 VND/monthrange from 15,000 to 50,000 VND/month
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Mobile Adnet Eco-system
Delivery Models
AdNetwork Ecosystem
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Running Mobile Ads in Vietnam?
1. You need a good mobile web platform
Compatible with many types of cellphone, different screen sizes.
No broken image, layout when users zoom in – good interface
Logical interface, easy to find important information
Updated continuously - because mobile users do not stop moving
2. You need a professional application
Use design style of business to enhance brand identity
The application should developed on all popular operating systems for smartphones
Reasonable layout, easy to follow, easy to find information
High speed is, not difficult to load
Allow activities even when users are not online
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3. Identify your goal or business purpose of your app
Make sure that it’s Specific, measurable, attainable, realistic and timely
4. Choose the right marketing channel
Identify right target customers base on category, apps content and interest of apps user.
5. Continuous ad tracking
Report, refine, optimize the campaign to make right adjustment and come out effective result .
Running Mobile Ads?
6. Contact with:
- Ad Agency (Admicro, Adflex, Vserv, Clevernet)
- Mobile adnetwork (Admob, Appstore.vn, Itunes, Google Apps)
- Wap master (Mwork: http://www.mwork.vn , Mkichhoat: http://kichhoat.net/)
Nguyen Thu Hien – Mobile Ad expert
Member of:
Mobile Monday Vietnam,
Vietnam Marketing Communication Community (VMCC)
Vietnam Creative Enterprise (VCE)
Digital Content Vietnam
Email: [email protected]
Mobile: +84 904 939632
https://www.facebook.com/hhm207