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

Transcription

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

2 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 1. Vietnam & Global Mobile Market Outlook 2. Vietnam Mobile App Advertising Insights 3. Highlights Q2 2017

3 1. VIETNAM & GLOBAL Mobile Market Outlook

4 Global Operation System Breakdown (Mobile & Tablet) % 30.1% 31.8% 17.1% 8.1% Nougat ( ) Lollipop ( ) KitKat (4.4) Marshmallow Others 86% 11% 70.2% 22.6% 7.2% (Others) ios 10 ios 9 Earlier Vietnam Operation System Breakdown Mobile 4.0% 29.4% 67% - Android captures almost 73% of Global Mobile OS market. - Global Tablet OS market is dominated by ios, with 65% share. Tablet 0.2% 26.7% 73.1% - Vietnam experiences the same pattern with Mobile and Tablet OS market dominated by Android and ios respectively. Source: Appota, StatCounter

5 Best Mobile Purchase First Half of 2017, by Brands Vietnam Mobile & Tablet Browsers % 47.6% 42.4% 35.5% 5.8% 3.7% 2.8% Vietnam Desktop Browsers 8.9% 54.6% 30.8% 6.6% 3.1% 2.0% 3.0% 2.8% Vietnam Top Search Engine (Mobile & Tablet) 2.7% 2.1% 97.1% 1.27% 0.5% 0.5% 0.4% Vietnam Top Search Engine (Desktop) 1.7% 89.1% 6.4% 1.8% 2.3% 0.1% Source: StatCounter, JFK May 2017

6 Vietnam Social Network Market Share 6 Facebook Youtube 51% 51% Google+ 32% Instagram 22% Twitter Linkedin 14% 22% - Facebook is the most popular social media platform in Vietnam, with around 35 million users (70% of the country s online community) Vietnam Messenger/Chat App/VOIP Market Share Fb Messenger 37% Zalo 30% - Vietnam was ranked 7th among countries with biggest number of Facebook users. Skype Viber 18% 21% Wechat Line 12% 12% Source: Statista, We are Social 2017

7 Number Of Applications Available On App Stores 7 7.1% Free Free 25.1% 92.9% 3.1M+ Paid Paid 74.9% 2.2M+ 18% Games 25% 8% 7.1% Education Lifestyle 9% 8.3% 7% Entertainment 6% 6.7% Business 9.8% 5.2% Tools/Utilities 4.9% 48% Others 37% Source: AppBrain, Apptrace, Lifewire, PocketGamer

8 Top Overall Apps in Vietnam 8 FREE GROSSING - Foreign Publisher are dominating Vietnam App Market, mostly with Casual Game and Utilities. PAID - 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 (CH Play & Apple App Store) Jul 2017

9 Top Grossing Apps in Vietnam, by Categories % 49.8% 3.6% 1.8% 1.8% 1.1% 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 Source: Applyzer

10 Vietnam Mobile Ecosystem 10 Publisher Advertising & Marketing Forign Publishers Mobile Payment Live Streaming Platform Carriers Media Events Social Platform Infrastructure

11 2. VIETNAM Mobile App Advertising Insights

12 Average Mobile Game CPI 12 Global Top Game CPI Countries Japan $3.11 Canada $2.51 USA $2.46 Australia $3.09 Solomon Islands $4.00 Canada $3.49 USA $3.59 Australia $3.68 Japan $3.44 New Zealand $3.13 Source: Adsota, Chartboost Jul 2017

13 Average Mobile Game CPI 13 Southeast Asia Game CPI Brunei Darussalam $0.32 $0.49 Cambodia $0.58 $0.70 Indonesia $0.38 $0.78 Laos $0.41 $0.54 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 Source: Adsota, Chartboost Jul 2017

14 Global Top Mobile Revenue Sources 14 Affiliate mcommerce Subscriptions Paid installs 1% 1% 1% 2% 31% Video ads - More than half of publishers' revenue comes from advertising, among which Video ads is the most profitable source. 20% Display ads - Along with advertising, in-app purchases highly contributes to publishers' revenue. 39% In- app purchases 5% Native ads - Other soures' contribution are not very considerable. Source: Summer 2017 AdColony Mobile Publishing Survey

15 75% Global Most Effective Monetization Methods 63% 15 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% Best User Experience Delivery 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 Source: Summer 2017 AdColony Mobile Publishing Survey *Percentage of surveyed mobile publishers

16 Global Mobile Revenue: Games vs Other Apps 16 Gaming Apps Other Apps 1% 4% 31% Video ads Display ads 3% 36% Native ads 19% IAP & mcommerce 21% 43% 2% Installs & Subscription Affiliate 10% 30% Source: Summer 2017 AdColony Mobile Publishing Survey

17 ecpm Statistics in Vietnam 17 Ads Format: Banners Android $0.40 ios $0.40 $0.30 $0.30 $0.20 $0.20 $0.10 $0.10 $- Jan Feb Mar Apr May Jun $- Jan Feb Mar Apr May Jun AdMob Smaato Facebook Google DFP Source: AppotaX, Appodeal 2017

18 ecpm Statistics in Vietnam 18 Ads Format: Intestitials Android $3.00 ios $3.00 $2.50 $2.50 $2.00 $2.00 $1.50 $1.50 $1.00 $1.00 $0.50 $0.50 $- $- Jan Feb Mar Apr May Jun Jan Feb Mar Apr May Jun AdMob Facebook inmobi Chartboost Google DFP Source: AppotaX, Appodeal 2017

19 ecpm Statistics in Vietnam 19 Ads Format: Rewarded video Android ios $3.00 $3.00 $2.75 $2.75 $2.50 $2.50 $2.25 $2.25 $2.00 $2.00 $1.75 $1.75 $1.50 $1.50 $1.25 $1.25 $1.00 $1.00 $0.75 $0.75 $0.50 $0.50 $0.25 $0.25 $- Jan Feb Mar Apr May Jun $- Jan Feb Mar Apr May Jun Vungle (CPI) Unity Ads (CPI) AdColony (CPI) Chartboost (CPI) Tapjoy (CPI) Source: Appodeal 2017

20 ecpm Statistics in Vietnam 20 Ads Format: Video Android ios $3.00 $3.00 $2.75 $2.75 $2.50 $2.50 $2.25 $2.25 $2.00 $2.00 $1.75 $1.75 $1.50 $1.50 $1.25 $1.25 $1.00 $1.00 $0.75 $0.75 $0.50 $0.50 $0.25 $0.25 $- Jan Feb Mar Apr May Jun $- Jan Feb Mar Apr May Jun Vungle (CPI) Unity Ads (CPI) AdColony (CPI) Source: Appodeal 2017

21 Vietnam Programmatic Mobile Ads Ecosystem 21 Ad Network Ad Mediation Demand-Side Platform (DSPs) Supply-Side Platform (SSPs) Video-Oriented Ad Network Ad Exchange Measure & Analytics

22 3. VIETNAM Highlights Q2 2017

23 Top Stories 23 Verizon customer data exposed in security lapse China s VPNs cracked down to make Great Firewall stronger, blocking Twitter & Facebook access WannaCry & NotPetya ransomware attacks Bitcoin taking off as a new currency Wikipedia s "Wikitribune" launch for fake news fighting purpose Money Lover: CH Play Best App Nominated (Google I/O 2017) SOS Alert for Search and Map to keep people safe launch Google Earth Voyager for educational use launch VR Ads experiment and announcement Google for Job feature launch Photo Books launch Google Assistant announcement AutoDraw AI announcement Youtube video available in VR "Find Wi-Fi" feature launch Facebook's Explore Feed updated to reduce spam Added filter in Messenger Group Chat & new fun video features Hundreds of users' accounts deleted due to Instagram bug GIFs available in comments New Canvas Ads Template Full-width ads for Audience Network Games available in Messenger app Facebook Spaces with VR sharing with friends New Mission updated "Give people the power to build community and bring the world closer together"

24 DFP Premium and Ad Exchange releases archive Q2, Improved notifications for programmatic proposals, Training updates Add tracking URLs to Third Party, Custom, and DoubleClick tag creatives (open beta) June 12 June 26 May 30 Better Ads Standards, Personalized ads, DFP notifications, and new Ad Exchange sensitive category 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 May 15 April 17 May 1 April 3 Simulate video ad requests, Styling updates for programmatic native, New targeting options for native Programmatic guaranteed, DFP reporting dimensions (Size, Demand Channel), new Ad Exchange Historical report type, filter by specific creative template, identify and override invalid advertisers with Deal Check

25 Spotlight: Lifetime Value (LTV) Success 25 User Quality Indicators Retention Early IAP Average session duration App1 App2 User Acquisition Strategy Optimization Positive review Session frequency Deep Linking Maximize User Quality for User LTV Maximization UI Improvement Social login Tutorial completion Onboarding Process Optimization Continuous Interaction with Users 0% 20% 40% 60% 80% 100% User retention, IAP behavior, and session duration are the strongest indicators of user quality Smart Push Notifications Source: Summer 2017 AdColony Mobile Publishing Survey *Percentage of surveyed mobile publishers

26 26 Massive CPI/CPA Service ABOUT ADSOTA Traffic Monetization Service Affiliate network Full-Service Marketing Campaign Distribution Service 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 earning the 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 partner with exploitation rights on AppotaX - The first Appota's Mobile Ad Optimization Solution for Publishers on Google Ad Exchange Platform in Vietnam.

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