Digital advertising in Vietnam DIGITAL ADVERTISING IN VIETNAM Table of Contents Table of Contents 01 Overview Total media ad spend in Vietnam 2018-2022 02 Growth of media ad spend in Vietnam 2018-2022 03 Digital ad spending in Vietnam 2015-2020 04 Digital ad spend share of total media ad spend in Vietnam 2018-2022 05 02 Search advertising Share of Chrome in browser market in Vietnam 2009-2019 07 Share of Coc Coc in browser market in Vietnam 2013-2019 08 Share of Safari in browser market in Vietnam 2009-2019 09 Average minutes per visitor of websites in Vietnam as of May 2019, by category 10 Audience reach of websites in Vietnam as of May 2019, by category 11 03 Mobile advertising Mobile ad spending in Vietnam 2018-2022 13 Table of Contents Mobile ad spending as share of digital ad spending in Vietnam 2018-2022 14 Ad space share of mobile web and mobile apps in Vietnam 2018 15 Vietnam: mobile phone internet users 2017-2023 16 Smartphone users in Vietnam 2015-2022 17 Smartphone penetration as share of population in Vietnam 2017-2023 18 04 Online video advertising Most visited video properties in Vietnam as of May 2019 20 Number of videos per viewer of leading video properties in Vietnam as of May 2019 21 Number of minutes per viewer of leading video properties in Vietnam as of May 2019 22 Frequency of watching online videos among internet users in Vietnam 2018 23 Average time spent on video streaming services in Vietnam 2020 24 Reaction towards online video ads among Vietnamese 2019 25 Table of Contents 05 Social media advertising Vietnam: number of social network users 2017-2023 27 Vietnam social media user penetration 2017-2023 28 Leading social media platforms in Vietnam in 2019 29 Share of total social media advertising audience Vietnam 2020, by age and gender 30 Facebook post engagement rates in Vietnam 2020, by post type 31 Main reasons to follow brands on Facebook in Vietnam 2019 32 Main reasons to click on Facebook ads among Vietnamese 2019 33 DIGITAL ADVERTISING IN VIETNAM Overview Total media advertising expenditure in Vietnam in 2018 with forecasts until 2022 (in billion U.S. dollars) Total media ad spend in Vietnam 2018-2022 1.6 1.43 1.38 1.4 1.33 1.26 1.2 1.2 1 0.8 0.6 Ad spend in billion U.S. dollars 0.4 0.2 0 2018 2019* 2020* 2021* 2022* Note: Vietnam; 2018 Further information regarding this statistic can be found on page 35. 2 Source(s): eMarketer; Adsota; ID 1088027 Overview Growth of total media advertising expenditure in Vietnam as of September 2018 with forecasts until 2022 (in billion U.S. dollars) Growth of media ad spend in Vietnam 2018-2022 7.0% 6% 6.0% 5.5% 5% 5.0% 4% 4.0% 3.5% Growth rate 3.0% 2.0% 1.0% 0.0% 2018 2019* 2020* 2021* 2022* Note: Vietnam; September 2018 Further information regarding this statistic can be found on page 36. 3 Source(s): eMarketer; LinkedIn; ID 1092466 Overview Digital advertising expenditure in Vietnam from 2015 to 2018 with forecasts until 2020 (in million U.S. dollars) Digital ad spending in Vietnam 2015-2020 350 323.6 294.2 300 255.8 250 215 200 174.8 150 131.4 100 Ad spend in million U.S. dollars 50 0 2015 2016 2017 2018 2019* 2020* Note: Vietnam; 2015 to 2018 Further information regarding this statistic can be found on page 37. 4 Source(s): Website (phanmemninja.com); ID 1088045 Overview Digital advertising expenditure share of total media advertising expenditure in Vietnam in 2018 with forecasts until 2022 Digital ad spend share of total media ad spend in Vietnam 2018-2022 30.0% 24.2% 24.7% 25.0% 23.4% 22.5% 20.5% 20.0% 15.0% 10.0% Share of media ad spending 5.0% 0.0% 2018 2019* 2020* 2021* 2022* Note: Vietnam; 2018 Further information regarding this statistic can be found on page 38. 5 Source(s): eMarketer; Adsota; ID 771572 Overview DIGITAL ADVERTISING IN VIETNAM Search advertising Share of Chrome in the browser market across Vietnam from 2009 to 2019 Share of Chrome in browser market in Vietnam 2009-2019 70.0% 64.89% 58.83% 60.0% 52.13% 48.45% 50.0% 45.44% 42.16% 39.49% 39.84% 40.0% 30.0% Market share 20.96% 20.0% 10.0% 7.56% 1.57% 0.0% 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Note: Vietnam; 2009 to 2019; includes desktop, mobile, tablet, and console browsers Further information regarding this statistic can be found on page 39. 7 Source(s): StatCounter; ID 941687 Search advertising Share of Coc Coc in the browser market across Vietnam from 2013 to 2019 Share of Coc Coc in browser market in Vietnam 2013-2019 25.0% 20.0% 19.42% 16.55% 16.14% 16.04% 14.61% 15.0% Market share 10.0% 7.19% 5.0% 0% 0.0% 2013 2014 2015 2016 2017 2018 2019 Note: Vietnam; 2013 to 2019; includes desktop, mobile, tablet, and console browsers Further information regarding this statistic can be found on page 40. 8 Source(s): StatCounter; ID 941707 Search advertising Share of Safari in the browser market across Vietnam from 2009 to 2019 Share of Safari in browser market in Vietnam 2009-2019 16.0% 14.38% 14.0% 12.87% 12.98% 12.16% 12.42% 12.0% 10.26% 10.0% 9.23% 8.11% 8.0% Market share 6.0% 4.0% 2.0% 1.57% 0.7% 0.4% 0.0% 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Note: Vietnam; 2009 to 2019; includes desktop, mobile, tablet, and console browsers Further information regarding this statistic can be found on page 41. 9 Source(s): StatCounter; ID 941716 Search advertising Average minutes per visitor of websites in Vietnam as of May 2019, by category Average minutes per visitor of websites in Vietnam as of May 2019, by category 350 322.7 300 250 204 200 155.5 150 Average minutes per visitor 100 50 0 Social media Services News/information Note: Vietnam; May 2019 Further information regarding this statistic can be found on page 42. 10 Source(s): comScore; ID 1091276 Search advertising Audience reach of websites in Vietnam as of May 2019, by category Audience reach of websites in Vietnam as of May 2019, by category Audience reach 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0% 110.0% News/information 97% Services 93.3% Entertainment 83.3% Social media 75.3% Media 68.5% Retail 54.5% Downloads 48.5% E-mail 44.8% Games 44.7% Entertainment - Music 41.5% Note: Vietnam; May 2019 Further information regarding this statistic can be found on page 43. 11 Source(s): comScore; ID 1091303 Search advertising DIGITAL ADVERTISING IN VIETNAM Mobile advertising Mobile advertising expenditure in Vietnam as of September 2018 with forecasts until 2022 (in million U.S. dollars) Mobile ad spending in Vietnam 2018-2022 300 250 242.2 227.4 211.6 200 190.6 150 136.1 100 Ad spend in million U.S. dollars 50 0 2018 2019* 2020* 2021* 2022* Note: Vietnam; September 2018 Further information regarding this statistic can be found on page 44. 13 Source(s): eMarketer; LinkedIn; ID 1092470 Mobile advertising Share of mobile advertising expenditure in digital advertising expenditure in Vietnam in 2018 with forecasts until 2022 (in million U.S. dollars) Mobile ad spending as share of digital ad spending in Vietnam 2018-2022 80.0% 68.4% 70.0% 67.1% 67.8% 68.1% 60.0% 55.2% 50.0% 40.0% Share 30.0% 20.0% 10.0% 0.0% 2018 2019* 2020* 2021* 2022* Note: Vietnam; 2018 Further information regarding this statistic can be found on page 45. 14 Source(s): eMarketer; Adsota; ID 1092482 Mobile advertising Advertising inventory ratio of mobile websites and mobile applications in Vietnam in 2018 Ad space share of mobile web and mobile apps in Vietnam 2018 Mobile websites 43% Mobile apps 57% Note: Vietnam; 2018 Further information regarding this statistic can be found on page 46. 15 Source(s): Adsota; Vpon; ID 1102746 Mobile advertising Number of mobile phone internet users in Vietnam from 2017 to 2023 (in millions) Vietnam: mobile phone internet users 2017-2023 60 48.6 50 46.9 44.9 42.5 39.6 38.17 40 36.7 33.87 33.1 30 20 10 Number of mobile phone internet users in millions 0 2015 2016 2017 2018* 2019* 2020* 2021* 2022* 2023* Note: Vietnam; 2017 to 2018 Further information regarding this statistic can be found on page 47. 16 Source(s): Statista; Statista Digital Market Outlook; ID 558889 Mobile advertising Number of smartphone users in Vietnam from 2015 to 2022 (in millions)* Smartphone users in Vietnam 2015-2022 45 42.66 40.76 40 38.44 35.67 35 32.43 30 28.77 24.8 25 20.69 20 15 Smartphone users in millions 10 5 0 2015 2016 2017* 2018* 2019* 2020* 2021* 2022* Note: Vietnam; 2015 to 2016; Individuals of any age who own at least one smartphone and use the smartphone(s) at least once per month. Further information regarding this statistic can be found on page 48. 17 Source(s): Statista Digital Market Outlook; ID 467739 Mobile advertising Smartphone penetration rate as share of the population in Vietnam from 2017 to 2023* Smartphone penetration as share of population in Vietnam 2017-2023 50.0% 45% 44% 45.0% 42% 40% 40.0% 37% 34% 35.0% 31% 30.0% 25.0% 20.0% 15.0% Share of population with a smartphone 10.0% 5.0% 0.0% 2017 2018 2019* 2020* 2021* 2022* 2023* Note: Vietnam; 2017 to 2018; Individuals of any age who own at least one smartphone and use the smartphone(s) at least once per month.