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TheFourCsofMobileAdvertising

C H A N N E L | C O N T E X T | C O N T E N T | C O N N E C T

V I E T N A M - S E P 2 0 1 5

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Source: eMarketer Digital World Atlas

Everyone owns at least one mobile phone

145% 138% 131% 125%105%

Malaysia Thailand Vietnam Indonesia Philippines

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Smartphones are making inroads into the masses

Source: eMarketer 2015

Vietnam

36%

Thailand

39%

Malaysia

47%

Philippines

37%

Indonesia

37%

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For many, mobile phone is the first and only internet screen

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34% OF TOTAL APAC AD SPEND

73% OF DIGITAL

APAC mobile internet ad spend expected to soar

Source: emarketer 2015; mobile spend includes tablets, all display (banner, video and rich media) and search; exclude SMS, MMS & P2P messaging-based ad

2015

2019

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So we asked: ‘have you read or clicked on any mobile ads in the past one month?’

Q7. Have you read or clicked on any mobile ads in the past one month?

Mobile ads definitely pique consumers’ curiosity

40% 33% 38% 45% 44%25%

37% 41% 33%32% 40%

42%

SEA Malaysia Indonesia Philippines Thailand Vietnam

No

Yes, I clicked on it accidently.

Yes, because I was interested.

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Do you let your 3-8 year old kids use a smartphone/tablet?

Source: Asianparent / Samsung Kidstime’s Mobile Device Usage Among Young Kids 2014; Q: Do you let your 3-8 year old kids use a smartphone/tablet?

Future consumers already own a mobile phone today

14% 14% 13% 15% 16% 12%

66% 69% 66% 64% 67%64%

19% 15% 19% 20% 15% 23%

SEA Indonesia Malaysia Thailand Philippines Singapore

Never

No. Except in certain cases

Yes. Sometimes

Yes. Most of the time

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Mobile is the new end cap

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But we still have incomplete knowledge on how consumers response to mobile advertisingL A C K T R A C K I N G A N D L A C K ( T R A D I T I O N A L ) C R E A T I V E S P A C E

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So we embarked on a region-wide research in July

2600+ RESPONDENTS

5COUNTRIES

15 – 54 YEARS OLD SMARTPHONE INTERNET USERS

Vietnam

489,075

Thailand

145,885

Malaysia

129,658

Philippines

127,076

Indonesia

97,719

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Methodology

BY INVITATION ONLY

You can’t choose to join our panels or recommend your friends – We invite to ensure random selection and full control.

SINGLE SOURCE

We apply one method for recruitment across all panels to give you consistent results, every time.

NO PROFESSIONALS

Our panelist are offered small lucky draws – that’s it! We only want people joining for the right reasons.

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CHANNEL

What are the mobile touch points?

Four core questions:

CONNECT

How to integrate mobile with other mediums

CONTENT

How to engage consumers on mobile?

CONTEXT

When is mobile used to engage with brands?

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Find this report interesting ? Download the full report by visiting▶ http://www.decisionlab.co/download-

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