VIETNAM MOBILE APP ADVERTISING & ... ADSOTA's Vietnam Mobile App Advertising & Monetization Report...

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Transcript of VIETNAM MOBILE APP ADVERTISING & ... ADSOTA's Vietnam Mobile App Advertising & Monetization Report...

  • VIETNAM MOBILE APP ADVERTISING & MONETIZATION REPORT

    AN ADVERTISING COMPANY UNDER APPOTA GROUP

  • 1. Vietnam & Global Mobile Market Outlook

    Table Of Contents

    ADSOTA's Vietnam Mobile App Advertising & Monetization Report is published quarterly, offering key insights of mobile advertising landscape of Vietnam.

    Take a look at some interesting items presented in Q2/2017 Report

    2. Vietnam Mobile App Advertising Insights

    3. Highlights Q2 2017

  • VIETNAM & GLOBAL Mobile Market Outlook

    1.

  • Source: Appota, StatCounter

    Global Operation System Breakdown (Mobile & Tablet)

    Vietnam Operation System Breakdown

    4

    0.2%

    4.0%

    73.1%

    29.4%

    26.7%

    67%

    Mobile

    Tablet

    - Android captures almost 73% of Global Mobile OS market. - Global Tablet OS market is dominated by iOS, with 65% share.

    - Vietnam experiences the same pattern with Mobile and Tablet OS market dominated by Android and iOS respectively.

    70.2% 22.6% 7.2% (Others)

    11.5% 30.1% 31.8% 17.1% 8.1%

    Marshmallow

    KitKat (4.4) Others

    86% 11%

    iOS 10 iOS 9 Earlier

    Nougat (7.0-7.1.1) Lollipop (5.0-5.1)

  • Source: StatCounter, JFK | May 2017

    Best Mobile Purchase First Half of 2017, by Brands

    5

    47.6%

    23.2%

    8.9%

    3.0%

    2.8%

    2.7%

    2.1%

    1.7%

    Vietnam Top Search Engine (Mobile & Tablet)

    Vietnam Mobile & Tablet Browsers

    Vietnam Top Search Engine (Desktop)

    Vietnam Desktop Browsers

    97.1% 1.27% 0.5% 0.5% 0.4%

    89.1% 6.4% 1.8%2.3% 0.1%

    30.8% 3.1%6.6%54.6% 2.0%

    42.4% 35.5% 5.8% 3.7% 2.8%

  • Source: Statista, We are Social 2017

    Vietnam Social Network Market Share

    Vietnam Messenger/Chat App/VOIP Market Share

    6

    - Facebook is the most popular social media platform in Vietnam, with around 35 million users (70% of the country’s online community)

    - Vietnam was ranked 7th among countries with biggest number of Facebook users.

    51%

    51%

    32%

    22%

    22%

    14%

    Facebook

    Youtube

    Google+

    Instagram

    Twitter

    Linkedin

    37%

    30%

    21%

    18%

    12%

    12%

    Fb Messenger

    Zalo

    Skype

    Viber

    Wechat

    Line

  • Source: AppBrain, Apptrace, Lifewire, PocketGamer

    Number Of Applications Available On App Stores

    92.9%

    7.1% Free Paid

    3.1M+ 74.9%

    25.1% Free

    Paid 2.2M+

    37%

    4.9%

    9.8%

    6%

    8.3%

    9%

    25%

    48%

    5.2%

    6.7%

    7%

    7.1%

    8%

    18%

    Others

    Tools/Utilities

    Business

    Entertainment

    Lifestyle

    Education

    Games

    7

  • Source: Applyzer (CH Play & Apple App Store) | Jul 2017

    Top Overall Apps in Vietnam

    FREE GROSSING

    PAID

    8

    - Foreign Publisher are dominating Vietnam App Market, mostly with Casual Game and Utilities.

    - Top 3 domestic game publisher (VNG, VTC, Gamota) all make remarkable contribution to Vietnam mobile market.

    - Money Lover is the only app by Vietnamese developers to be in paid list of top overall apps.

  • Source: Applyzer

    Top Grossing Apps in Vietnam, by Categories 9

    85.7%

    3.6% 1.8% 1.8% 1.1%

    49.8%

    8.1% 7.3% 5.0% 4.8%

     Games  Social/Networking/Communication  Photography  Tools/Utilities  Education  Productivity

    - Game is the most profitable category of app on both CH Play & Apple App Store. - Non-game apps capture very small shares in total number of top grossing apps. - Among non-game apps, developers & publishers can get considerable profit from Social/Networking/Communication, Education and Productivity apps on both App Stores. - Photography apps have more opportunity to shine on Apple App Stores than CH Play

  • Vietnam Mobile Ecosystem Publisher

    Social Platform

    Carriers

    Media Events

    Infrastructure

    Advertising & Marketing

    Forign Publishers Mobile Payment Live Streaming Platform

    10

  • VIETNAM Mobile App Advertising

    Insights

    2.

  • Source: Adsota, Chartboost | Jul 2017

    Average Mobile Game CPI 12

    Solomon Islands $4.00

    Japan $3.11

    Australia $3.09

    Canada $2.51

    USA $2.46

    Australia $3.68

    Japan $3.44

    New Zealand $3.13

    USA $3.59

    Canada $3.49

    Global Top Game CPI Countries

  • 13

    Source: Adsota, Chartboost | Jul 2017

    Average Mobile Game CPI

    Southeast Asia Game CPI

    Cambodia $0.58 $0.70

    Brunei Darussalam $0.32 $0.49

    Indonesia $0.38 $0.78

    Malaysia $0.48 $0.95

    Myanmar $0.60 $0.60

    Philippines $0.58 $0.76

    Singapore $1.38 $2.00

    Thailand $0.56 $0.72

    Vietnam $0.61 $0.71

    Laos $0.41 $0.54

  • Global Top Mobile Revenue Sources

    31%

    20%

    5% 39%

    2% 1% 1%

    1% Video ads

    Display ads

    Native ads

    In- app purchases

    Paid installs Subscriptions mCommerce Affiliate

    Source: Summer 2017 AdColony Mobile Publishing Survey

    14

    - More than half of publishers' revenue comes from advertising, among which Video ads is the most profitable source.

    - Along with advertising, in-app purchases highly contributes to publishers' revenue.

    - Other soures' contribution are not very considerable.

  • Source: Summer 2017 AdColony Mobile Publishing Survey *Percentage of surveyed mobile publishers

    Global Most Effective Monetization Methods

    Best User Experience Delivery

    75% 63%

    44%

    32% 31% 26% 24% 22%

    14% 14% 13% 6%

    Rewarded video ads

    In-app purchases

    Interstitial video ads

    Playable ads Interstitial payable ads

    Native ads Banner display ads

    Preroll video ads

    Paid app downloads

    Paid subscriptions

    In-feed video ads

    Affiliate

    87%

    32% 32% 24% 24% 21% 17% 11%

    Rewarded video ads Native ads Interstitial display ads Playable ads Banner display ads Interstitial video ads In-feed video ads Preroll video ads

    15

  • Global Mobile Revenue: Games vs Other Apps

    Other AppsGaming Apps

    31%

    19%

    2% 43%

    4% 1%

    Video ads

    Display ads

    Native ads

    IAP & mCommerce

    Installs & Subscription

    Affiliate

    36%

    30% 10%

    21%

    3%

    Source: Summer 2017 AdColony Mobile Publishing Survey

    16

  • eCPM Statistics in Vietnam

    Ads Format: Banners

    Source: AppotaX, Appodeal | 2017

    17

    $-

    $0.10

    $0.20

    $0.30

    $0.40

    Jan Feb Mar Apr May Jun

    Android

    AdMob Smaato Facebook Google DFP

    $-

    $0.10

    $0.20

    $0.30

    $0.40

    Jan Feb Mar Apr May Jun

    iOS

  • eCPM Statistics in Vietnam

    Ads Format: Intestitials

    Source: AppotaX, Appodeal | 2017

    18

    $-

    $0.50

    $1.00

    $1.50

    $2.00

    $2.50

    $3.00

    Jan Feb Mar Apr May Jun

    Android

    AdMob Facebook inMobi Chartboost Google DFP

    $-

    $0.50

    $1.00

    $1.50

    $2.00

    $2.50

    $3.00

    Jan Feb Mar Apr May Jun

    iOS

  • eCPM Statistics in Vietnam

    Ads Format: Rewarded video

    Source: Appodeal|2017

    $-

    $0.25

    $0.50

    $0.75

    $1.00

    $1.25

    $1.50

    $1.75

    $2.00

    $2.25

    $2.50

    $2.75

    $3.00

    Jan Feb Mar Apr May Jun

    Android

    Vungle (CPI) Unity Ads (CPI) AdColony (CPI) Chartboost (CPI) Tapjoy (CPI)

    $-

    $0.25

    $0.50

    $0.75

    $1.00

    $1.25

    $1.50

    $1.75

    $2.00

    $2.25

    $2.50

    $2.75

    $3.00

    Jan Feb Mar Apr May Jun

    iOS

    19

  • eCPM Statistics in Vietnam

    Ads Format: Video

    Source: Appodeal|2017

    $-

    $0.25

    $0.50

    $0.75

    $1.00

    $1.25

    $1.50

    $1.75

    $2.00

    $2.25

    $2.50

    $2.75

    $3.00

    Jan Feb Mar Apr May Jun

    Android

    Vungle (CPI) Unity Ads (CPI) AdColony (CPI)

    $-

    $0.25

    $0.50

    $0.75

    $1.00

    $1.25

    $1.50

    $1.75

    $2.00

    $2.25

    $2.50

    $2.75

    $3.00

    Jan Feb Mar Apr May Jun

    iOS

    20

  • Vietnam Programmatic Mobile Ads Ecosystem

    Video-Oriented Ad Network

    Ad Network Ad Mediation Demand-Side Platform (DSPs)

    Supply-Side Platform (SSPs)

    Ad Exchange Measure & Analytics

    21

  • VIETNAM Highlights Q2 2017

    3.