In recent years, Vietnam has emerged as a "land of opportunity" for mobile marketers. Unlike many other countries, Vietnam has not been deeply affected by the global ad-blocking conversations that followed the release of Apple's iOS9. This can be attributed to the fact that mobile marketing in Vietnam is still in its nascent stages and in the process of being defined.
According to a study conducted by Opera Mediaworks, Android is the dominant mobile operating system in Vietnam. Unlike Safari, Android's default browser, Chrome, does not support ad-blocking plug-ins. Additionally, content in Vietnam is primarily consumed through mobile apps rather than mobile browsers. Consequently, Apple's ad-blocking feature, which only covers ads on Safari, hasn't gained much popularity among Vietnamese users.
While iOS users in Vietnam have not shown much interest in ad-blocking apps, some popular websites in Vietnam have implemented ad-blocking detectors. Websites like hayhaytv.vn and hdviet.vn encourage users to disable ad blockers before watching videos or browsing their sites.
Vikas Gulati, the marketing director for Asia at Opera Mediaworks, has observed a noticeable shift in Vietnam's mobile marketing landscape. Advertisers and publishers are moving away from traditional banner and pop-up ads, and embracing sponsored content, native advertising, and in-feed video ads.
"Advertisers and publishers are striving to provide more seamless experiences for their users," Gulati explained. "They are exploring rich media, videos, and targeted and relevant ads. The industry is currently finding the right balance between monetization and user experience."
A joint study by Epinion and OMD highlights the significant potential of mobile marketing in Vietnam but also notes that there is still a long way to go. The study found that most Vietnamese marketers rely on SMS as their primary means of engaging with their target audiences. Furthermore, only 25 percent of Vietnamese smartphone owners intentionally click on "interesting" mobile ads, compared to 40 percent in the rest of Southeast Asia.
Alan Cerruti, CEO and co-founder of Happiness Saigon, attributes the demand for more mobile ads in Vietnam to limited ad viewability standards and the desire to reach a wider audience. Metrics like CPC (cost per click), CPM (cost per thousand impressions), and CPD (cost per duration) are popular among media agencies, as they are seen as tangible key performance indicators. Thus, there is a significant demand for mobile display and mobile video ads, considering that Vietnamese consumers spend most of their time on mobile devices.
According to James Connelly, founder of Fetch, mobile video is gaining immense popularity in Vietnam. Marketers need to adapt their strategies and create video content that is specifically tailored for mobile devices. Traditional 30-second TV ads do not work well in a mobile environment where ads are often played without sound and in portrait mode.
With its dynamic and evolving mobile marketing landscape, Vietnam provides ample opportunities for marketers to connect with their target audiences. By exploring innovative advertising formats and focusing on mobile video content, marketers can tap into the potential of this burgeoning market.
Conclusion
Mobile marketing in Vietnam is on the rise, creating a land of opportunities for marketers. As the industry continues to define itself, the country's unique mobile landscape offers new avenues for advertisers and publishers to engage with users. By leveraging the shift towards sponsored content, native advertising, and targeted video ads, marketers can deliver seamless experiences and strike a balance between monetization and user experience. With proper adaptation and a keen understanding of the Vietnamese market, mobile marketers can tap into this exciting and growing market.