From Infocus Mekong Research

1. Reallocating marketing budgets todrive growth
The Google story beginsin1995 at Stanford University, Google wasfoundedbyLarryPage and Sergey
Brinwhile theywere Ph.D.studentsatStanfordUniversity,California. OnSeptember1997 they
registered the domainname google.com
Facebookwaslaunchedonby Mark Zuckerberg andEduardo Saverinon February2004 while bothof
themwere studentsatthe Universityof Harvard.
Today,these twogiants capture 25% of the global advertisingspendand61% share of global online
advertising. By2018, according to mediaagencyMagna, forecaststhatdigital mediawilltake 44 percent
of all ad moneyspentgloballyin2018 reaching50 percentby2020.
Source: Statista

2. IS VIETNAM FOLLOWING THE GLOBAL TREND?
Is Vietnambehavingthe same as the restof the world? Simple answer, NO,TV adspendisstill triple
the size of on-line spend, comparedtothe restof the world.
TODAY’S VIETNAM DIGITAL BEHAVIOR IS HIGHLIGHTED BY…
 Average 2.5 hours / day spentontheirmobile phones
 70% of the mobile phones are smart phones by 2018
 67% internetpenetrations
 85% of internetusersusedmobile togoonline
 60% plusof the smartphonesare inrural areas
 7th
largestnumberof active Facebook usersglobally
 5th
highestusage of Youtube globally
As seenabove,the issue isdefinitelynotreach,asVietnamese are on-line /onmobile andoften.So,
whatis drivingthe disparitybetweenone-line audiencesandAdvertisingspend?
A simple searchforthe answeris to lookat Vietnam’s neighbortothe North,China,todaythe world’s
biggestconsumerof digital everything.
THE EVOLUTION OF CHINA’SDIGITAL AD BOOM 2004-2012
Back in 2014 Chinawasa mirrorimage of Vietnamintermsof advertisingspend.However, TV
advertisingwasnotworkingasbefore,due tofragmentationandthe increase of on-lineactivities,But
TV had a maturedsystemof reach& frequency(GRP),allowingadvertiserstobetterunderstands their
returnon investment,whichDigitaldidnot>Hence investmentwaslimitedonDigital because the was
no wayto understandhowimpactful thisnew formatof advertisingwas. Hence crossmediainvestment
was a guessinggame andnotoptimized,drivingthe continuedspendonTV
THE BREAKTHROUGH SOLUTION
651
832
1,259
1,511
1,722
1,840 1,865
16 23 31 87
199
376
601
2011 2012 2013 2014 2015 2016 2017f
TV
Radio
Newspapers
Magazines
Outdoor
Internet
Source: GroupM –This Year Next Year Report (Vietnam –Sep 2017)

3. In 2009, Miaozhen (China’sDigital AdMonitoringCurrency)suggestedamore complete &practical way
to understanddigital advertising,bydevelopingaconsistentmeasurable systembetween TV andDigital
viascientificplanning, whichwasbasedontwokeypoints.
 We cannotignore the fact that like TV,whenonlineadisexposed,people getsome impressions
of a brand
 Because onlysofewwill click,we cannotignore non-clickers
Aftermassive datacollaborationMiaozhen,MillwardBrownandLightspeed,the conceptof IGRPwas
born inChina,aheadof the rest of the worldin2010. Today,due to Miaozhens’sdigital,systems,the
ChinaMarket digital spendnowoutweightsTV andhasthe largestdigital adspendglobally.
GOOD NEWSFOR VIETNAM
In Vietnam,we are nowable toprovide advertiserswith the same advantagesChinaexperiencedto
drive digital growth…
 Optimizationandplanningsoftware(X-Reach) tomaximize campaignreach /frequency while
minimizingcampaignspend
 Provide youwithinandout of target resultbypublisher/channel,drivingpublisherstobecome
more transparentand effective ontheirplacement
 Provide datanormsto compare your campaignversusthe market
 Maximize yourmarketingmix betweenTV anddigital tooptimize youroverallcampaignspend
and reach
 The onlyholisticsolutionscoveringall digital devicesincludingMobile
BUDGET ALLOCATION

4. Budgetallocationshould be placedbasedon yourmediaobjectives,eithertogain higherreach or a
higherfrequency.X-Reachallowsyoutoplotandsimulate yourdesiredimpacttooptimize youroverall
campaignstrategybefore youspendanymoney,byeitherAchievingfixedreachwithlowerbudget or
Achievingthe Max reachwithinafixedbudget
Example
Thisnewcampaignshouldreach 50% of Femalesfrom20 to 44 years witha frequencyof 3+ times.
The nextstepfor yourmediaagency wouldbe togo the planningtool andcome back withan exercise
similartowhatwe see below
Source: Miaozhen Systems
CAMPAIGNRESULTS
 There are 4 optionsto have a 50% reachwitha 3+ frequency
 We can see differentoptionsintermsof investmentinGRP’s
 NextStepisto inputthe Scorecardsand understandthe best option
Source: Miaozhen Systems
As witnessedabove, Option4,witha mix of 300 GRP’s on TV and140 iGRP,can achieve the 50% reach
required.

5. Eventhere isa duplicationof 8%meaningyouwouldreachtheminbothplatformsit givesusthe best
budget.Afterunderstandinghowtoallocate the moneythe nextstepwouldbe totrack andunderstand
the performance of yourcampaign.
Thischart can helpyouunderstandif yourobjectiveswere achieved ornot, isthe reach curve of your
campaignvs initial planorvsindustry,itshouldlooksimilartothis
WHAT WE HAVE LEARN
*) The campaigndid notachieve the objectivesasplanned
*) The performance of the campaignwasbelow marketnorms
*) The campaignonlyreaches 30% of the populationwith3+
THE FINAL SOLUTIUON
So,why isVietnambehavingsodifferentlythanthe restof the world,whenitcomesto digital media
spendvsactual audience behavior.
The simple answeristhatbefore 2018 mostadvertisershadnoideathat all theyrequire tomaximize
theirdigital spend,isalready available inVietnamtodayviaInfocusMekongResearchandthe Miaozhen
adMonitorngand Planningsolutions.
By identifyingyourRoIondigital adspend,like China,10yearsago, he marketwill change andjointhe
restof the worldsoon,where 50% of ad spendisDigital.
0%
10%
20%
30%
40%
50%
60%
70%
80%
1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10+
Reach% Brand X Market Norm

6. KEY QUESTIONS TO CONSIDER THE BEST TOOL TO TRACK YOUR CAMPAIGN
Q1. Is there a Third-partybiasfree measurementsystemavailableinVietnam. (asthisisbyfar the safest
and mostcost-effective meanstounderstandingyourdigital ROI,the same waytodaythe industryuses
a third-partymeasurementTV Audience Measurement)
Q.2 Which companycoversall potential devices (PC,Mobile,WebandApp),especiallymobile asMobile
isthe future of Digital?
Q3. What Data normsexisttocompare my performance?
Q4. What companyhas the largestreach intermsof coveringmultiple mediachannels?(Example Local
and internationalAdNetworks,GDN,Youtube, Facebook.Unfortunately,nobodycantrackFacebook
nowadaysinVietnam.)
Q5. Which clientstothese companiesworkwith?Experiencecounts
Q6. Ask forsome sample reportsof whattheyhave done.
RicardoGlenn
Digital MediaDirector
IFM/ MiaozhenSystems