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

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VIETNAM MOBILE APP ADVERTISING & MONETIZATION REPORT AN ADVERTISING COMPANY UNDER APPOTA GROUP

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

Page 1: VIETNAM MOBILE APP ADVERTISING & …...ADSOTA's Vietnam Mobile App Advertising & Monetization Report is published quarterly, offering key insights of mobile advertising landscape of

VIETNAM MOBILE APP ADVERTISING & MONETIZATION REPORT

AN ADVERTISING COMPANYUNDER APPOTA GROUP

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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

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VIETNAM & GLOBALMobile Market Outlook

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Source: Appota, StatCounter

Global Operation System Breakdown (Mobile & Tablet)

Vietnam Operation System Breakdown

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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)

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Source: StatCounter, JFK | May 2017

Best Mobile Purchase First Half of 2017, by Brands

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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%

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Source: Statista, We are Social 2017

Vietnam Social Network Market Share

Vietnam Messenger/Chat App/VOIP Market Share

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- 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

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Source: AppBrain, Apptrace, Lifewire, PocketGamer

Number Of Applications Available On App Stores

92.9%

7.1% FreePaid

3.1M+74.9%

25.1%Free

Paid2.2M+

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

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

Top Overall Apps in Vietnam

FREE GROSSING

PAID

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- 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.

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Source: Applyzer

Top Grossing Apps in Vietnam, by Categories9

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

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Vietnam Mobile EcosystemPublisher

Social Platform

Carriers

Media Events

Infrastructure

Advertising& Marketing

Forign Publishers Mobile Payment Live StreamingPlatform

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VIETNAMMobile App Advertising

Insights

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Source: Adsota, Chartboost | Jul 2017

Average Mobile Game CPI12

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

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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

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Global Top Mobile Revenue Sources

31%

20%

5%39%

2%1% 1%

1%Video ads

Display ads

Native ads

In- app purchases

Paid installsSubscriptionsmCommerceAffiliate

Source: Summer 2017 AdColony Mobile Publishing Survey

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- 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.

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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

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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

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eCPM Statistics in Vietnam

Ads Format: Banners

Source: AppotaX, Appodeal | 2017

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$-

$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

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eCPM Statistics in Vietnam

Ads Format: Intestitials

Source: AppotaX, Appodeal | 2017

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$-

$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

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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

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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

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Vietnam Programmatic Mobile Ads Ecosystem

Video-Oriented Ad Network

Ad Network Ad Mediation Demand-SidePlatform (DSPs)

Supply-SidePlatform (SSPs)

Ad Exchange Measure & Analytics

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VIETNAMHighlights Q2 2017

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Top Stories

SOS Alert for Search andMap to keep people safe launch

Google Earth Voyager foreducational use launch

VR Ads experimentand announcement

Google for Job feature launch

Photo Books launch

Google Assistant announcement

AutoDraw AI announcement

Youtube video available in VR

Verizon customer dataexposed in security lapse

China’s VPNs cracked down tomake Great Firewall stronger,blocking Twitter & Facebook access

WannaCry & NotPetyaransomware attacks

Bitcoin taking off as a new currency

Wikipedia’s "Wikitribune" launchfor fake news fighting purpose

Money Lover: CH Play Best AppNominated (Google I/O 2017)

"Find Wi-Fi" feature launch

Facebook's Explore Feedupdated to reduce spam

Added filter in Messenger GroupChat & new fun video featuresHundreds of users' accountsdeleted due to Instagram bugGIFs available in commentsNew Canvas Ads Template

Full-width ads for Audience Network

Games available in Messenger app

Facebook Spaces withVR sharing with friends

New Mission updated "Give peoplethe power to build community andbring the world closer together"

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DFP Premium and Ad Exchange releases archive Q2, 2017

June 26

June 12

May 30

May 15

April 17

April 3

May 1

Improved notifications for programmaticproposals, Training updates

Better Ads Standards, Personalized ads,DFP notifications, and new Ad Exchangesensitive category

Simulate video ad requests, Styling updatesfor programmatic native, New targetingoptions for native

Programmatic guaranteed, DFP reportingdimensions (Size, Demand Channel),new Ad Exchange Historical report type,filter by specific creative template, identify andoverride invalid advertisers with Deal Check

Add tracking URLs to Third Party, Custom,and DoubleClick tag creatives (open beta)

Opportunities and experiments,MRC accreditation labeling, Change history

for custom fields and key-values, DFP and Ad Exchange reporting updates,

End date for Preferred Deals required

DFP Delivery Inspector, preview ads in-app, filter users by permission, changes to "Ad server unfiltered impressions" metric and

Data Transfer, Flash deprecation update; Ad Exchange

impression counting methodology changes, deprecation of Ad Network Optimization

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Spotlight: Lifetime Value (LTV) Success

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

0% 20% 40% 60% 80% 100%

Tutorial completion

Social login

Session frequency

Positive review

Average session duration

Early IAP

Retention

Maximize UserQuality forUser LTV

Maximization

User Acquisition Strategy

Optimization

Onboarding Process

Optimization

UI Improvement

Continuous Interactionwith Users

Smart Push Notifications

Deep Linking

App1 App2

User Quality Indicators

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User retention, IAP behavior, and session duration arethe strongest indicators of user quality

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Adsota is a mobile app marketing platform that provides advertisers with the best solutions to achieve high ROI,as well as publishers with monetization ways of earningthe highest revenue.

Adsota, as an Official Facebook Agency in Vietnam, takes advertising further with smarter, more creative and effective campaigns.

Since 2017, Adsota has become the exclusive partnerwith exploitation rights on AppotaX - The first Appota's Mobile Ad Optimization Solution for Publishers on Google Ad Exchange Platform in Vietnam.

Massive CPI/CPA Service

Traffic Monetization Service

Full-ServiceMarketing Campaign

Distribution Service

Affiliate network

ABOUT ADSOTA

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CONTACT US

Website: http://adsota.com Business inquiries: [email protected] HEAD OFFICE:Building 11 (LE Building), Alley 71,Lang Ha St., Ba Dinh Dist., Hanoi, VietnamTel: (+84) 2435 191 618Hotline: +84168 9991490

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