VIETNAM MOBILE APP ADVERTISING & …...ADSOTA's Vietnam Mobile App Advertising & Monetization Report...
Transcript of VIETNAM MOBILE APP ADVERTISING & …...ADSOTA's Vietnam Mobile App Advertising & Monetization Report...
VIETNAM MOBILE APP ADVERTISING & MONETIZATION REPORT
AN ADVERTISING COMPANYUNDER 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 & GLOBALMobile Market Outlook
1.
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)
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%
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%
Youtube
Google+
37%
30%
21%
18%
12%
12%
Fb Messenger
Zalo
Skype
Viber
Line
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.
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
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
2.
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
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.
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
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
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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
20
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
3.
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
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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