1. Digital Media Platform Fundamentals - 171214.pdf

1. Digital Media Platform Fundamentals - 171214.pdf

1. DIGITAL
PLATFORM
FUNDAMENTALS

2. I.OVERVIEW DIGITAL LANDSCAPE
II.DIGITAL TOUCHPOINTS & PLATFORMS
III.BUYING METHODS

3. LET’S GET STARTED

4. GroupMKnowledge Vietnam
VIETNAM IN NUMBERS
4
Population
93.7 million
(1)
(35.1% urban & 64.9% rural)
Active mobile
Subscriptions (3)
114.9 million
3G connection
Subscriptions (3)
49.0 million
Internet penetration (2)
53.0%
Active social media users (2)
46 million
SOURCE: (1) General Statistics Office of Vietnam , Jul 2017; (2) Internet Live Start, Mar 2017,
(3) Vietnam Telecommunication Authority (VNTA), Jul 2017
Internet users (2)
49.7 million

5. GroupMKnowledge Vietnam
39%
41%
12%
5%
4%
35%
42%
14%
5% 5%
Under 1 hour 1-3 hours 3-5 hours 5-7 hours 7+ hours
3D 2015 3D 2016
AVERAGE DAILY TIME SPENT ONLINE (URBAN USERS)
5
Source: 3D Base –2015 N=2092 I 2016 N=2395 urban adults aged 15-49 internet user.
QUESTION: How many hours do you spend on Internet on an average day?
127.7
136.4
3D 2015 3D 2016
Time spent to access
internet on an average day
Minutes per Average day
Among urban internet users, average time spent online is 136 mins per day in 2016 (increase from around 128 mins in
2015), 66% spend more than 1 hour online and 5% spend more than 7 hours online on an average day.
GroupMKnowledge Vietnam

6. GroupMKnowledge Vietnam
30
62
18
65
6 am - 10 am 10 am - 12 pm 12 pm - 2 pm 2 pm - 5 pm 5 pm - 8 pm8 pm - 12 midnight12 midnight - 4 am4 am - 6 am
Time of day that users go online most often (%)
Weekday Weekend
PEAK TIME TO ACCESS INTERNET (URBAN USERS)
19
Source: 3D 2016–Base N= 1,193 urban adults aged 15-49 accessed internet in last 3 months (week day)
N=1,069 urban adults aged 15-49 accessed internet in last 3 months (weekend)
Question: MI2. At what times of the day do you personally use the internet most often?
3D data suggests that while urban internet users access the internet throughout the day, their peak time is around 8pm to
midnight for weekdays as well weekend
GroupMKnowledge Vietnam

7. GroupMKnowledge Vietnam
SMARTPHONE AS KEY DEVICE TO ACCESS THE INTERNET
7
62%
22%
13%
3%
Most important device for getting
online
Mobile Laptop Desktop PC Tablet
54%
57%
70%
85%
85%
2012
2013
2014
2015
2016
% going online via Mobile
Source: Global Web Index -Vietnam Market Report, Q2 2017 (Base: 1,511 internet users)
96%
4%
Smartphone Ownership
Smartphone Ownership
Non-smartphone
Similar findings has been found in Global Web Index Report basing on their survey data on internet user 2012 to 2017,
that smartphone is the most important device to access internet in Vietnam.
*GWI’s Market reports track key digital behaviors and engagement rates in each of the 36 countries, providing the very latestfigures across demographic.
All figures in this report are drawn from Q4 2016 and Q1 2017 waves of online research among internet users aged 16-64(online survey).

8. GroupMKnowledge Vietnam
MOST POPULAR ONLINE ACTIVITIES (IN URBAN)
54%
47%
10%
22%
16% 15% 15% 15%
12% 11% 10%
42%
35%
23%
17% 17%
14% 13% 12% 10% 9%
18%
16%
8%
4%
•Most popular activity online is visiting social network site, followed by chatting on messenger sites/apps.
•Reading online news is the third popular activity by internet users
•For entertainment, beside social networking and chatting, other popular activities are watching/downloading short
videos, downloading song, stream live music, etc.
•Search for information for work and study is also a popular activity
Source: 2015 N= 2092; 2016 N = 2,395 urban adults aged 15-49 accessed internet in last 3 months
Question: MI10. How often do you usually use the internet for these activities? (Frequently)
Social
Media
Watching movies, playing games Information Search
E-
comme
rce
Entertainment
2015 2016

9. GroupMKnowledge Vietnam
MULTIPLE SCREEN –TV & CONNECTED DEVICES
Yes
63%
No
37%
Yes/No for going online when watching TV
(%)
9
Use smartphone while watching TV
Use computer while watching TV
Use tablet while watching TV
89%
10%
8%
Base: N= 724 internet users aged 18+ watching TV
Base: N=508 Internet users aged 18+ go online while watching TVSOURCE: The Connected Consumer Survey, Google –TNS, 2016.
*The Connected Consumer Survey is conducted annually by TNS on behalf of Google. Sample size in Vietnam is N=1000 for nationwide,
aged 18+, using CAPI interview method, fieldwork from Jan to Apr.
Data from Connected Consumer Survey by Google –TNS in 2016 shows that multi-screening is common among internet
users in Vietnam (with 63% respondents say yes), smartphone is the most popular device used while watching TV,
followed by computer (10%) and tablet (8%)
Question:In the past month, did you go online via another device
(eg. computer, smartphone, tablet) while watching TV?
Question: When you think about the last time you were using the
Internet while watching TV at the same time -which of the following
devices did you use for going online?
GroupMKnowledge Vietnam

10. That’s exciting,
but where & how do I start
for my brand(s)?

11. THE CHOICE OF MARKETING COMMUNICATION TOUCH POINTS
IS ENORMOUS
Social network pages
TV advertising
Branded
Communities
Mobile content/
apps
Advergames
Widgets
SEO
Microsites
Online Display
ads
Email
Direct Mail
Buzz/ WoM
marketing
In-store comms
Radio advertising
Blogs
Websites
Out of home
advertising
Digital OOH
Print advertising
In-game ads
Mobile Advertising
Podcast
Cinema
advertising
Mobile messaging
User videos
Rich media ads
UGC
PR Editorial
Paid Search
In-banner video
ads
In-stream video
ads
Customer service

12. HOW DO WE DIVIDE THESE ASSETS UP?
PAID OWNED EARNED

13. OUR VISION OF TOUCH POINTS: PAID –OWNED -EARNED
PAID OWNED EARNED
Rich media ads
Online Display
Video ads
Mobile ads
In-game ads
Email ads
Paid Search SMS Ads
TV ads Radio ads
Cinema adsOOH ads
In-store comms
DIGITAL
ANALOGUE
Websites Microsites
VideoMobile app
SEO
Widgets
Advergames
Email/ SMS
RSS Feeds
Print/ Brochures
Direct Mail
Customer service
Live events
BlogsUser Generated Content
Online Buzz
Social network pages
Branded Communities
WoM
PR EditorialWord of mouth
Customer Feedback
Retail store

14. HOW DO WE DIVIDE THESE ASSETS UP?
PAID OWNED EARNED
oDisplay/ Video/ SEM/
Social ad
oWebsite/ YT channel
audience and
engagement report
oDistributed content
views & downloads
oSEO performance
oSocial network page
performance
oIncrease in social
conversations
oVolume of shared
content

15. P.O.E ARCHITECTURE
15

16. Digital Media 101
HOW CAN WE HAVE
EFFECTIVE DIGITAL MEDIA PLAN?

17. HOW MANY
PAID MEDIA PLATFORMS
ON DIGITAL

18. ONLINE
VIDEO
DISPLAY
PAID SOCIALSEARCH
MOBILE
Ad Text
Short form
Long form
Standards
Rich media
Standards
Rich media
Page post
Video
…

19. HOW CAN WE CATCH OUR
TARGET AUDIENCES ON DIGITAL?

20. How to
know if
this
device’s
user is
who?

21. Cookies are
used for PC,
Google Ad
ID & Apple
IDFA are
used for
mobile
(Android &
IOS
operation
system)

22. TARGETING ZOOM IN
DEMOGRAPHIC
GEOGRAPHY
BEHAVIORAL
RE-MARKETING
PLACEMENT
CONTEXTUAL
TIMING
WEATHER
DEVICE
CUSTOME AU
LOOKALIKE AU

23. TARGETING ZOOM IN
DEMOGRAPHIC
GEOGRAPHY
BEHAVIORAL
RE-MARKETING
PLACEMENT
CONTEXTUAL
TIMING
WEATHER
DEVICE
CUSTOME AU
LOOKALIKE AU

24. DEMOGRAPHIC
GEOGRAPHY
BEHAVIORAL
RE-MARKETING
PLACEMENT
CONTEXTUAL
TIMING
WEATHER
DEVICE
CUSTOME AU
LOOKALIKE AU
TARGETING ZOOM IN

25. DEMOGRAPHIC
GEOGRAPHY
BEHAVIORAL
RE-MARKETING
PLACEMENT
CONTEXTUAL
TIMING
WEATHER
DEVICE
CUSTOME AU
LOOKALIKE AU
TARGETING ZOOM IN

26. TARGETING ZOOM IN
DEMOGRAPHIC
GEOGRAPHY
BEHAVIORAL
RE-MARKETING
PLACEMENT
CONTEXTUAL
TIMING
WEATHER
DEVICE
CUSTOME AU
LOOKALIKE AU

27. TARGETING ZOOM IN
DEMOGRAPHIC
GEOGRAPHY
BEHAVIORAL
RE-MARKETING
PLACEMENT
CONTEXTUAL
TIMING
WEATHER
DEVICE
CUSTOME AU
LOOKALIKE AU

28. DEMOGRAPHIC
GEOGRAPHY
BEHAVIORAL
RE-MARKETING
PLACEMENT
CONTEXTUAL
TIMING
WEATHER
DEVICE
CUSTOME AU
LOOKALIKE AU
TARGETING ZOOM IN

29. BUYING METHODS
CPM CPC CPE
CPV CPR CPA

30. CPM = Cost per 1000 Impressions
Cost per thousand(CPM) is a marketing term
used to denote the price of1,000
advertisementimpression. The "M" in CPM
represents the Roman numeral for1,000.

31. CPR = Cost per Reach
Reach is the number of people who received impressions of a ad.
Reach might be less than impressions since one person can see
multiple impressions.

32. CPC = Cost per Click

33. CPE = Cost per Engagement

34. CPV = Cost per View
Pay attention on HOW VIEW IS COUNTED

35. CPA = Cost per action
ACTION
CONVERSION
LEAD
GENERATION
COUPON
FORM
TRIAL
……

36. BUYING METHODS
CPM
(Cost per thousand
Impressions)
CPC
(Cost per Click)
CPE
(Cost per Engagement)
CPV
(Cost per View)
CPR
(Cost per Reach)
CPA
(Cost per Action)

37. Platforms Device Format Targeting Buying Method
DISPLAY
ONLINE VIDEO
SOCIAL
SEARCH
STANDARD
RICH
SHORT FORM
LONG FORM
SPONSORED POST
SEEDING
TEXT AD
IMAGE AD
DEMOGRAPHIC
GEOGRAPHY
BEHAVIORAL
RE-MARKETING
PLACEMENT
CONTEXTUAL
TIMING
WEATHER
DEVICE
CUSTOME AU
LOOKALIKE AU
AUDIENCE
CPM
CPC
CPE
CPV
CPR
CPA
CPI
SUMMARY

38. THANK YOU
& WELCOME, DEARS