Kantar Lanscape Vietnam
Kantar Lanscape Vietnam
Kantar Lanscape Vietnam
98%
98%
98%
96%
96%
96%
86%
81%
79%
78%
78%
75%
71%
67%
67%
67%
66%
66%
7%
7%
7%
7%
6%
6%
5%
5%
4%
4%
4%
4%
4%
3%
3%
3%
3%
3%
3%
2%
2%
2%
1%
1%
Internet TV Newspaper online Newspaper print Magazine online Magazine print Radio
91 93 97 90 87 89
35 29 26
24 24 31 16 15 11 8 7 15 5 3 2 1 1 3 10 9 5 4 3 9 5 5 4 4 5 6
Base: All Internet TV Newspaper online Newspaper print Magazine online Magazine print Radio
500
18000 6 Regions
16000
14000
12000
People watched TV more during the strict social 10000
8000
distancing guidelines under Directive No. 16 in their
6000
city/region. 4000
2000
11:00-13:00 and 18:00-22:00 remained 2 time-bands
0
15
10
0
Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20 Oct-20 Nov-20 Dec-20 Jan-21 Feb-21 Mar-21 Apr-21 May-21 Jun-21 Jul-21 Aug-21 Sep-21
300
250
200
150
100
Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20 Oct-20 Nov-20 Dec-20 Jan-21 Feb-21 Mar-21 Apr-21 May-21 Jun-21 Jul-21 Aug-21 Sep-21
Time spend per day (minute) by genre of P15-54 in Time spend per day (minute) by genre of P15-54 in
4 cities, 06:00-24:00 6 regions, 06:00-24:00
Average Audience
Average Audience
(All) [minutes] Movies, Series Entertainment News
(All) [minutes]
Movies, Series Entertainment News
45
70
40
60
35
50 30
40 25
20
30
15
20
10
10
5
0 0
124
109 112
82 83 88
19%
13%
8% 10% 8%
6% 7% 4% 4% 4% 4%
2%
95%
93% 92%
90%
85%
82%
75%
Q1-2020
65% Q2-2020
62%
59% Q3-2020
55%
Q4-2020
49%
Q1-2021
Q2-2021
36%
27%
25%
20% 19% 20%
PC/Laptop TV Smartphone/Tablet
42% Q4-2020
40% 39%
Q1-2021
Q2-2021
6% 7% 6%
5% 4% 5%
Social
Communication Online shopping/banking Entertainment
Network
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Emailing Instant messaging Making internet Making video Social Networking Online shopping Online banking Paying bills and Listening to music Watching TV Watching movies Watching online Playing games
voice calls calls and personal other admin programs & TV videos online
finance series
97%
97%
At home 97%
96%
96%
96%
59%
At work 50%
48%
52% Q2-2021
50%
Q1-2021
63%
Q4-2020
Internet cafe 54%
51% Q3-2020
52%
48%
Q2-2020
38% Q1-2020
34%
Others 24%
23%
20%
20%
75%
67% 68%
65% 66%
59%
46%
20%
17% 17%
14% 14% 15%
Percentage of respondents choose the time of day which they use the Internet
80%
70%
60%
50%
40%
30%
20%
10%
0%
Before 6.00 6.00 - 8.00 8.00 - 11.00 11.00 - 12.00 - 13.00 - 16.00 - 17.00 - 18.00 - 19.00 - 20.00 - 21.00 - 22.00 - 23.00 - After 24.00
12.00 13.00 16.00 17.00 18.00 19.00 20.00 21.00 22.00 23.00 24.00
“
“ 42% 54% 58% 1 in 3
Feel the pandemic has affected Have felt an impact on Pay more attention to the People are now comfortable
their mental health their income products on sale returning to their day-to-day
activities
With the Covid-19 vaccination programme, a resumption of everyday life is on the horizon.
People have less anxiety, feel more secure, and are more open to re-engaging with the world.
This is a welcome development, but the long-term outlook is still challenging for a lot of people.
Source: https://www.kantar.com/inspiration/coronavirus/covid-19-barometer-consumer-attitudes-habits-and-expectations-revisited
COVID-19 IS CHANGING CONSUMER BEHAVIOR – AND THEREFORE ADVERTISING…
Out-of-home, cinema
In-home media The number of people
advertising and print
consumption watching TV
advertising
TOP 3 Categories 2020 TOP 3 Categories 2021 Others Categories 2020 Others Categories 2021
100 100
80 80
60 60
40 40
20 20
- 0
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Note: (1) Spot Ad price is at least 1.0 USD; (2) Adspend (USD) net of VAT;
(3) TV ads with duration longer than 180 seconds excluded; (4) As defined at the official rate card of channels; Source: AdEx in TV/Press/Radio
(5) Spots type, excluded TV shopping/Public annoucement/Classified Ads
THE CORONAVIRUS PANDEMIC HAS CAUSED A CONSIDERABLE DROP IN
ADVERTISING SPENDING
Other media type to have seen drop in ad spending in that timeframe include radio and print as well.
Total ad spend by TV/radio/magazine is on downtrend and continued to decrease significantly.
160
140
120
100
80
60
40
20
-
Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20 Oct-20 Nov-20 Dec-20 Jan-21 Feb-21 Mar-21 Apr-21 May-21 Jun-21 Jul-21 Aug-21
Note: (1) Spot Ad price is at least 1.0 USD; (2) Adspend (USD) net of VAT;
(3) TV ads with duration longer than 180 seconds excluded; (4) As defined at the official rate card of channels; Source: AdEx in TV/Press/Radio
(5) Spots type, excluded TV shopping/Public annoucement/Classified Ads
1
2 REDUCING CONSUMER CONSUMPTION MAY AFFECT TO
THE ADVERTISING RECOVERY
Consumers now prioritize for Food as one of the most essential items, while significantly cut back spending on other products.
30.9%
Food 4.5%
8.2% 9.2%
6.4%
Households Appliances
-1.0%
-6.6%
Significant decreased
Garment
-19.8%
-28.4%
-31.3%
36 millions users Smartphone and smart TV are the most important device for
37% penetration Vietnam OTT consumption.
Vietnam: 84%
89%
67%
Vietnam: 48%
65%
45%
40%
31% 29%
24%
average OTT penetration
across Southeast Asia 17%
180MM
Smartphone Laptop Smart TV Desktop/ Tablet Digital Set Gaming Casting
OTT viewers in Southeast Asia Computer Topbox Console device
Source: The future of TV – A report on the state of OTT in SouthEast Asia – The Trade Desk & Kantar,
September 2020
THE RISE OF OTT PLATFORMS
1 Consumers embrace ads for free content. 2 OTT consumption is beginning to rival traditional TV
92% of Vietnamese audience are open to view more
than 1 ad in exchange for free content
1 2 to 3 4 or more Casual (<1 hour) Moderate (1-<4 hours) Heavy (>4 hours)
8% 9%
31%
18%
of OTT users in the region 39%
are heavy users
61%
89% 52%
of Southeast Asian OTT
viewers are open to
viewing ads in exchange
for free content.
Source: The future of TV – A report on the state of OTT in SouthEast Asia – The Trade Desk & Kantar,
September 2020
In terms of media consumption habits, changes are inevitable due to Covid-19 and
the rise of OTT or digital content.
However, does this mean that they will supersede television viewership?
While this is a possibility in the future, television medium isn’t going to fade away
soon. Though the audience’s television consumption and behaviors is bound to see a
shift, television will still be one of dominant medium for the next years.
OPPORTUNITIES
1 TV AD’S PRIME POSITION IN ADVERSITING
Multi-sensory attention, the quality of ad, unrivalled reach and penetration, are proof of TV advertising’s continued
relevance, especially considering the rising consumer disillusionment with the state of internet ad or mobile ad manifested in ad-
blocking or skipping.
TV
Internet Mobile phone
53% 50%
61% 61%
66%
74% 71% 73% 71%
78% 82% 85%
46% 50%
39% 39%
34%
24% 26% 26% 28%
20% 16% 13%
Q1-2020 Q2-2020 Q3-2020 Q4-2020 Q1-2021 Q2-2021 Q1-2020 Q2-2020 Q3-2020 Q4-2020 Q1-2021 Q2-2021 Q1-2020 Q2-2020 Q3-2020 Q4-2020 Q1-2021 Q2-2021
A third of respondent found TV ads the most useful for making purchasing decision.
More than 50% of group 35+, who are main shoppers in household, ‘’accept’’ TV ad, while younger one have more positive attitude to social
network ad.
Using demographic variables such as age group helps brands to understand their target consumer’s response to advertising and find effective
ways to communicate with them.
Media type respondent pays the most attention to in Media type respondent finds ads most useful for
advertisement by age group 45-54 35-44 25-34 15-24 making purchasing decisions by age group
60% 65%
37% 42%
22% TV 28%
14% 18%
4% 4%
7% 6%
8% Mobile phone 9%
11% 12%
5% 4%
7% Outdoor billboard/ 5%
5% 4%
3% poster advertising 2%
19% 15%
36% 31%
47% Social network 42%
53% 47%
2% 2%
3% 4%
3% News Website/App 4%
2% 3%
9% 9%
11% 12%
13% Others 14%
17% 17%
TV ads consistently appear in the top sources of product discovery among main shoppers.
Oxford University’s Saïd Business School conducted the study into media effectiveness based on
an analysis of Kantar’s CrossMedia database. The analysis covered 1,105 multi-media
campaigns (including paid, owned and earned media) with an average spend of $12m and a total
spend of $13bn, across 557 brands and 51 different countries.
1 2 3 4 5 6 7 8 9
TV TV TV TV TV TV TV
Major channel(s) TV Online Display Radio YouTube Outdoor Outdoor Newspaper Facebook Facebook
Outdoor
In eight out of the nine media plan clusters, TV is the dominant channel,
used in combination with other major or minor channels.
Source: https://www.kantar.com/inspiration/advertising-media/building-brand-equity-is-there-a-recipe-for-media-effectiveness?
ADAPT AND LONG-TERM TRANSFORM WITH COVID-19
Each of these nine clusters was then explored to understand their synergistic contribution to the
brand objectives. And here’s the best performing media plans, in which TV remains a true
heavyweight.
Campaigns that underdeliver often invest too heavily in one or two channels and should consider the
synergistic effects of a better channel mix.
TV advertising is still an effective bedrock for campaigns, but shouldn’t dominate investment.
The combination of digital and offline channels is a powerful mix and should be considered carefully
in line with campaign objectives.
Source: https://www.kantar.com/inspiration/advertising-media/building-brand-equity-is-there-a-recipe-for-media-effectiveness?
4 CITIES IS GOOD BUT 6 REGIONS IS EVEN BETTER
AUDIENCE
MEASUREMENT Ha Noi
Da Nang
Can Tho
Ho Chi Minh
1 6 REGIONS’S TAM DATA BRINGS "HIDDEN" AUDIENCES TO LIGHT
6 regions 4 cities
Case study: Reach Female 15-54 – Campaign KOL TOC TIEN 15sec Case study: Reach Female 15-54 – Campaign Powder Detergent 15sec
Cost/Cont: 13 USD
Cost/Cont: 20 USD
18,975 19,010
3,860 3,744
1+ (000)
6 regions 4 cities
Determine TV watching habits and audience’s taste support in planning and building TV programs.
For example: In general, Vietnamese series is the favorite TV genre… but the preferences for the series are different.
From the Central to the North, people prefer Vietnamese series, while from the Central to the South, the taste is more diverse.
Country
Vietnam
India
China
Korea
Hongkong
Thailand
Turkey
9 8
8
7
7
6
6
5
5
4
4
3
3
2
2
1 1
0 0
0 1 2 Northern
3 4 5 6 7 8 9 0 1 2 Northern
3 4 5 & 6 7 8 9
North Central & Central North Central Central
4 cites 6 regions Midlands & Red River Delta
Axis Title South East Mekong Delta 4 cites 6 regions Midlands & Red River Delta
Axis Title South East Mekong Delta
Central Coast Highlands Central Coast Highlands
i i