VIETNAM MOBILE ADVERTISING 2012 – Figures and Trends
Nguyễn Đăng Duy NhấtCEO – Global Elite Consulting Corporation, President – CMO Council Worldwide in Vietnam, Senior Advisor CMO Council APAC
Digital Marketing and Mobile Marketing in Asia Pacific
A recent study of Hong Kong consumers found that a company website is the most valuable source of information consumers use to look for information about a brand, with 78 percent stating that it is a relevant or very relevant source - MediaBuzz
In 2010, China and India already boast some 500 million Internet users, and 700 million more users are expected to come online in the region by 2015. - McKinsey Quarterly
The broadband revolution that makes so much of cloud computing and real time video possible is sweeping through Asia Pacific, with 130 million broadband users in China (all of Europe has 188.88 million), and rapid growth expected in Korea and Japan. Singapore already has a more than 195 percent penetration rate for broadband, including wireless connections. – Asia Digital Marketing Association
35 percent of Asia Pacific consumers say that more than 10% of their monthly shopping expenditure is done online. - Asia Digital Marketing Association
In Singapore, for example, online ad spend is estimated to be 6 percent of total advertising budgets even though internet users spend an average of 22.3 hours per month online. Online advertising there is estimated to grow at more than 15 percent per year. - Asia Digital Marketing Association
Singapore Telecom said Monday that it will buy a US mobile advertising start-up for $321 million to expand group revenues from phone ads and marketing across Asia.
How about the mobile marketing and advertising industry in Vietnam?
According to network data and media consumption survey in Vietnam done by leading mobile ad network InMobi, it was seen that the mobile ad market has grown 121% in Q4 2011 over the same period in 2010. The ad network served over six billion ad impressions in Vietnam in Q4 2011 as opposed to 2.75 billion impressions in Q4 2010.
The global mobile advertising market shows no sign of slowing down, with BuzzCity reporting 87.1 billion ads so far, a 60 per cent increase on the whole of 2010. Southeast Asian markets delivered more than 21 per cent of global advertising last quarter.
While Indonesia tops the markets in the region, Viet Nam, Thailand, Malaysia, the Philippines, and Singapore continue to post triple-digit growths. —VNS
On average, mobile web users in Vietnam consume 4.5 hours of media daily, of which 35% represent mobile devices, 25% TV and 15% traditional online devices like desktops and laptops. Almost three-quarters of web users have also indicated their preference to use a mobile device to connect to the Internet.
Privacy was cited as the biggest driver of mobile usage, with 45% of consumers citing this reason. Ease of use (39%) and the ready access of mobile services (22%) were also key contributors to the trend.
The Mobile Media Survey, conducted with market insights firm Decision Fuel, covered 20 key markets in Asia, Africa, Europe, North and Latin America, surveying 20,000 consumers, including 1,183 in Vietnam.
Based on the the marketing information and researches from Buzzcity, Mobitrends, Immobi, Mobi Marketer, Amobee, Singtel, Nielsen, TNS, CMO Council Worldwide APAC, Global Elite Consulting Corporation, ICT White Book Vietnam, etc., Marketing experts of CMO Council Worldwide in Vietnam and Global Elite Consulting Corporation have jointly predicted 7 trends of Mobile Marketing and Advertising in APAC and 6 trends in Vietnam in 2013.
7 trends of Mobile Marketing and Advertising in Asia Pacific region 2013
Trend 1: Increasingly merger and acquisition between digital and physical Marketing and Advertising agencies especially in Mobile Marketing
Trend 2: Building authentic database system is critical to success
Trend 3: Location, 3D creative, social and entertaining factors are key in mobile advertising strategy
Trend 4: SMS, MMS and CRM become great tools for loyalty programs and rewards
Trend 5: Attentive focus will be concentrated on Mobile payment, social and Mobile commerce applications
Trend 6: Email Mobile Marketing will be fragmented
Trend 7: More concerns are paid on Mobile advertising laws and information privacy legal issues
6 trends of Mobile Marketing and Advertising in Vietnam 2013
Trend 1: Consumers will be moving from social media towards Mobile activities especially Smart phones applications
Trend 2: SMS, MMS, Mobile Ads are still the most effective tools of Mobile Marketing in Vietnam
Trend 3: Mobile applications in Vietnamese for daily lives will soar
Trend 4: Mobile CRM will be utilized strongly by advertisers to deploy effective loyalty and reward programs.
Trend 5: Mobile shopping, Mobile commerce and Mobile payment are growing steadily due to needs of consumers’ education and security issues.
Trend 6: Vietnam consumers are more aware of information privacy leading to remarkable changes in Mobile Advertising laws and legal issues.
