Vietnam, you tube and television in context

Proprietary + Confidential
YouTube
VIETNAM IS A RED COUNTRY
Joe Ruelle Business Development Manager

8 REASONS
WHY YOU SHOULD CONSIDER ADDING
YOUTUBE TO YOUR TVC CAMPAIGN

YouTube is the key to
the next 20 years!

Time spent watching TV in Vietnam going down
Source: TNS Vietnam (2006) and GlobalWebIndex Report (Q3 2014)
233 MINS
255 MINS
2006 2015
92 MINS

Time spent on the internet rocketing up
22 MINS
2006 2015
7 HOURS
Source: TNS Vietnam (2006) and GlobalWebIndex Report (Q3 2014)

YouTube views quadrupled 2013-2015
Source: YouTube internal statistics
437%
TOTAL VIEWS UP 437%WATCHTIME UP 633%
40 BILLION
Videos Viewed
in 2014

The moms and dads of 2025 are not watching TV
Source : ‘Media consumption behavior research, Korea Communication Commission, 2013.12
60s
50s
40s
30s
20s
TV Time (93%)
SMARTPHONE & PC TIME (82%)
Data from Korea, Vietnam same trend

In only 3 years online TV has caught up (for net users)
Source: Nielsen, Meet The New Media Consumer in Vietnam (2014)

30% of online Vietnamese have dropped TV in 3 years
OWN A REGULAR (PAY) TV
OWN A REGULAR (PAY) TV
2011
2014
13 million of Vietnam’s
online population of
44 million now hard to
reach with a TVC
EDUCATED SPENDERS

40% online Vietnamese 16-24 don’t watch regular TV
Lorem Ipsum
31%43% 26%
There are nearly 15 million online 16-24s in Vietnam
WATCH BOTH ONLINE AND REGULAR TV
ONLY WATCH
ONLINE
ONLY WATCH
REGULAR TV
CLOSE TO HALF OF
2 MILLION STUDENTS

Even 25% of 25-34s only watch online TV
Age Group

Same story in the US and around the world
US YOUNG PEOPLE, 13-24, 2015
8 HOURS WATCHING TV 11.3 HOURS WATCHING ONLINE VIDEO
Source: Defy Media, Viewing Habits of Young People (2015)

YouTube has great
reach in Vietnam
already, today, for the
whole population!

Source: YouTube Internal Statistics
30 MILLIONINDIVIDUAL VIETNAMESE PEOPLE VISIT YOUTUBE EVERY MONTH

45 MINUTESON AVERAGE PER PERSON PER DAY, THE HIGHEST IN ALL OF ASIA
Source: YouTube Internal Statistics

Average TV viewing per day, nationwide 16-54
Source: Infosys – TG: Adult target P 25-40 ABCD – YTD Sep 2014
VTV3
16MINS
VinhLong
12 MINS
VTV1
11 MINS
HTV7
4 MINS
OTHER CHANNELS
48 MINS
92 minutes watching TV per person

Even for TV shows, ratings can be higher on YouTube
Source: TNS Vietnam, YouTube External Reporting
VTV6
Can he higher “rating” when posted to YouTube

YouTube can also do what for TV is impossible
NO TIME! 83 MILLION VIEWS

83 MILLION VIEWS
“It’s not a threat.”
- Nokia vice president Pekka Pohjakalli
on the first iphone.
“Yahoo! không gặp quá nhiều khó
khăn trong việc xâm nhập vào hệ
thống mạng xã hội.”
- Báo 24h, 2007 (Yahoo không cần
mua lại Facebook)
“TV is all the modern
advertiser will ever need!”
- Skeptical Cat

YouTube is a simple,
single partner to extend
your campaign.

1995 2015
Today, it takes 8 more spots
to deliver the reach of one spot,
20 years ago
Avg American has
28 Channels
Digital Passes TV as
the #1 Medium
Avg Viewer has
168 Channels
Top Rated:
Seinfeld 20.6
Top Rated:
Sunday Night
Football 12.8
2005
Top Rated:
American Idol
20.6

Source: TNS Vietnam (2004), Kantar Media (2015)
Same story but even faster change in Vietnam
2004
255 watch minutes per day in Vietnam
Just a few channels (VTV, city channels like HTV)
92 watch minutes per day
180 channels!
2004 2015

Big fish getting smaller, small fish getting bigger
Source: Havas Media, Media Landscape Vietnam (01/2015)
2012 2014
Share of channel pie
VTV3
2012 2014
VINH LONG
13
6
2012 2014
VTV1
9
5
6.5
3.5
2012 2014
VTV9
2
5
1.5
2012 2014
HTV2
1.5
3
2012 2014
LET’S VIET
2.5

Source: TNS Vietnam
255 MINS
VTV3
Rtg % 5.8
Lifebuoy
VTV3
Rtg % 5.1
Mobifone*
HTV7
Rtg % 4.4
Nguyen Kim*
Chung Sức (2004)
15-40 years, HCMC
22% 2.9%
Bí Quyết Phong Cách (2015)
15-40 years, HCMC
VTV3
Rtg % 6.9
NutiFood
HTV7
Rtg % 16.2
Not Nhac Vui
VTV3
Rtg % 10-20
Hanh Trinh Van Hoa
VTV3
Rtg % 10-20
Chiec Non Ky Dieu
HOTHOT

People pay more
attention to YouTube ads
than you might think!

Brand recall 2X as good for online video vs TV
Source: Nielsen Online US, 2013

PUSH (TV)
Trust factors is still
higher for TV
among older
generation.
PULL (YOUTUBE)
Requires lots of choice

CHOICE 1
CHOICE 2

Attention is good to video ads
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Vietnamese all now check their phone when TV ads roll

TVCs COMPETE FOR YOUR ATTENTION WITH:
1
2
3
Your phone!
10 other TVCs
before or after
180 other channels
4
5
6
The bathroom
The kitchen
The person next to
you on the sofa

YOUTUBE ADS DO NOT COMPETE AS MUCH WITH
1
2
3
10 other TVCs Since
you are only served
one at a time
180 other channels
Since there’s no
time to switch
4
5
6
The bathroom
Who starts a
YouTube clip then?
The kitchen
Since nobody eats
that fast, right?
People around
Since your phone is
close to your face
Your phone
Since you’re likely
already using it
MORE CREATIVEAND LIGHTER

YouTubers themselves are great additions
Source: Defy Media, Viewing Habits of Young People (2015)

YouTube has great
value for money in
Vietnam in 2015!

Source : Estimates only, YouTube internal estimate tool, confidential
Cost can be very competitive versus TV

Television
Paid: $15,000
Target 6 cities, 16-32, internet user
Format 1 TVC 30s (Gương Mặt Thân Quen ,
rating % 5.1, TNS)
TVC reach 5.1% of 72 million TV viewers, so
3.6 million viewers (estimate)
Wastage
outside target
demo
- 1.6 million viewers do not
have internet (estimate)
- Further 1.4 million do but
outside target area, age
- Leaves only 600,000
Got 600,000 views among target
(estimate, not sure if full or no)
YouTube
Paid $15,000
Target 6 cities, 16-32, internet user
Format 30 second TrueView ad
Wastage outside
target demo
None
Got 1,5 million 30 seconds views in the
target demographic (based on
estimate of 1 cent per view)
4 million free partial views also within
target demographic (estimate)
Potentially 2x, 3x or even 4x value accounting
for “attention factor”
NOTE: ESTIMATES FOR ILLUSTRATION
ONLY

Korean and Vietnamese consumers same watch
habits but Korean advertisers faster to digital
Source : Statistica 2015 (Korea) Zenith Optima Ad Forecast Vietnam (2014)
$2.9b US
TRAD. TV
AD SPEND
$2.8b US
ONLINE AD
SPEND
2014 KOREAN MARKET
$1b US
TRADITIONAL
TV SPEND
ONL
INE
2014 VIETNAM MARKET
TIME
ON TV
TIME
ON TV
TIME
ONLINE
TIME
ONLINE

Increase TV spend or add YouTube to the mix?
Source : Zenith Optimedia Ad Forecast 2014
Need a tire pump?

How can we make the transition easier for you?
A smooth
transition to a
TV + YouTube
mix is always
the best!

YouTube has great,
brand friendly targeting

Only if that’s what you want! (You never know)
SUITABLE
CONTENT
FOR YOU
NOT
SUITABLE
FOR YOU
SUITABLE
CONTENT
FOR YOU
NO
BRAND A BRAND B

Google Confidential and Proprietary
83
5.5M
Beauty & Style
The consumption of beauty products & style information has completely
changed with the emergence of one of the most successful platform of action:
the tutorials. YouTube provides the female audience access to makeup
secrets, brands, price and reviews of products, step by step hairstyles and
looks. The Female Beauty Prime Pack is made for and by YouTube’s
influencers and tastemakers.
Michelle Phan Ngọc Thảo Quỳnh Anh Shin ChangMakeup
7.5M+
Subscribers
60K+
Subscribers
107K+
Subscribers
82K+
Subscribers
Popularity
Engagement
Average Monthly Impressions*
USD for 80% SOV per month
Channels130
~70K
13.5M
61% 39%
Engagement,popularity stats are based on VN as at Sep 2015. Subscriber channel
stats are global as at Sep 2015)
FEATURED CHANNELS
*60 secs ad (in-stream select)
The total number of Viet subscribers increased 58% over the last 6
months.
Viet Viewership has grown 47% while ‘Likes’ have grown by 65% over the
last 6 months.
CUSTOM PACK

Helen’s Recipe Món Ngon Hàng Ngày Nấu Ăn Video Uyen Thy's Cooking
Savoury Food
The internet has changed the way people cook. YouTube is now a go to
destination for people looking to expand their culinary repertoire, learn new
techniques or simply get inspiration. The power of sight, sound and motion
makes learning to cook via YouTube more compelling than traditional cookery
books. The fact that you can watch what you want on demand, means you can
cook along at meal times.
245K+
Subscribers
29K+
Subscribers
16K+
Subscribers
24K+
Subscribers
Popularity
Engagement
Average Monthly Impressions*
USD for 80% SOV per month
Channels177
~100K
15.5M
CUSTOM PACK
61% 39%
FEATURED CHANNELS
The total number of Viet subscribers increased 20% over the last 6
months.
Viet Viewership has grown 18% while ‘Likes’ have grown by 41% over the
last 6 months.
Engagement,popularity stats are based on VN as at Sep 2015. Subscriber channel
stats are global as at Sep 2015)
*60 secs skippable ad (in-
stream select)

Confidential & Proprietary
The Remix / Hoà Âm Ánh Sáng
Genre:
Reality / Music
Period:
27 Dec 2015 to 27 Mar 2016
YouTube Episode Details:
● Total subs: 161k subs
(dedicated channel for show)
● 12 Full-length episodes with
smaller segments by artists
Ep 12 is Gala Awards
● 90 min each full-length episode
● Total run time of ~2160 min
What it is:
The Remix is a live music reality show where DJs and Singers pair up and compete.
8 pairs are made of a famous singer and a DJ, with a supporting music producer.
The DJ and Singer pairs have to work together to bring new flavor to existing tracks.
The idea is to create better sound while retaining the groove and rhythm of the
song, and they only have three days to prepare. The final 3 or 4 pairs will face off in
a live concert event in a huge stadium before their mentors and celebrities,
summing up their entire musical journey from sound to song. Season 1 of
Vietnamese version featured top music names such as Sơn Tùng MTP, Issac, Đông
Nhi, Tóc Tiên, etc.
https://www.youtube.com/channel/UCn11Ub2sEYSHNUCB9tzYvoQ

1
2
3
Living in Hanoi
They are where your
products are
distributed
Likes video games
They’ve been
watching a lot of
game videos lately
4
5
6
Clips from Pack X
For example from
our upcoming pack
for moms
Custom clip list
I’ve selected 50
comedy channels,
just those please!
Clips from an MCN
Just from Pops or
Yeah1 or VTV...
Aged 20-30
Info from YouTube,
Gmail login,
behaviour
OR TARGETBOTH AT ONCE
WHO THEY BE
I don’t care what they watch
as long as they are: DO AN A/B
TEST IN HANOI?
WHAT THEY SEE
I don’t care who they are as
long as they watch:

YouTube links to the
whole Google internet

Everyone who sees your ad goes on a list!
❏ Show them the ad again (+ frequency)
❏ Show them banners on news websites
❏ Check if they are searching for your products
❏ Check if they are going to your website
❏ Check if they are purchasing
❏ Check if they are downloading your app

Nothing
noticed

I just saw a
YouTube video
ad for this
yesterday!

This sale came
after a 30s
video view

Or advertise your website on other people’s videos

Main point
TV & INTERNET: LONG DISTANCE LOVE YOUTUBE & INTERNET: AWWWW

YouTube has great
analytics!

“Tổng số hộ gia đình mẫu khảo
sát cả nước là 2.270, phân bố đều
cho các tỉnh - thành, khu vực;
dân số mẫu là 8.830”
“Chúng ta chỉ có một công ty duy
nhất làm nhiệm vụ này nên không
thể không sử dụng các số liệu của
họ. Đây là cuộc chơi mà các nhà
đài, nhà sản xuất phải chấp nhận”
- Thạc sĩ Phan Văn Tú - giảng viên Khoa
Báo chí truyền thông Trường ĐH KHXH
& NV TP HCM:
NOBODY LOVES POOR TNS

YOUTUBE: EVERY VIEW TRACKED

Introducing YouTube BrandLift Survey

Sunday: before watching a “Remix” clip they see an ad for
Audemars Piguet watches.

Tuesday: before watching an Adele clip they see a survey.
The purpose is to find out how the Sunday ad affected them.

The survey is shown to two groups
Saw your ad Did not see

YouTube measures the difference
40% choose B 10% choose B
(guess, etc.)

Check for recall, awareness and other
metrics with different questions

Brand awareness
20.7%
Overall campaign:
Key takeaways:
● Good uplifting impact on creating
awareness
● The creative works well with male
audience as awareness lift for male is
higher than overall
● Those exposed to the ad 2 times or
more recall your brand better
● Views really matter. Viewers are 56.8%
more likely to recall your brand
compared to non-viewers
Full report with recommendations

BUT TV’S
STILL TV
There’s something
traditional and
comfortable about
Television.
So how to get the
best of both
worlds?

Context
1
Solution
Move 6%
TV Budget
2
Results
3
TrueView for BrandFormance - IDI
• IDI is the Biggest Direct Insurance company in IL
• 2012: ~ 100% of Google budget (1.3M$) was on Search
• 2012 TV branding budget was 8.5M$ but no YouTube presence
• YT PILOT - success in both Performance and Branding KPIs
* Branding - TRP cost is about 50% less than TV
• SUBSTANTIAL YT BUDGET - 0.5M$ which is 6% of TV budget
• DEDICATED YT CREATIVE - relate to the YT platform, 6 creatives as of now
• 20% of Google budget is now on YT (350K$ incremental budget)
•"Everybody is talking about the ads, the pigeons never got so much attention"
•"The pigeons have evolved thanks to YouTube, they are much more likable now"
20%
of budget is
now on YT
•Performance - YouTube drives direct sales
•Branding - Advertisers LOVE their brands – our value proposition is to nurture what they love
(Industry Manager)

And from P&G in Korea...
Source : P&G Korea Febreze Campaign / Ipsos / 2013.1 / F30-44
Only TV TV+YouTube
Sales-related activities after exposed to ad
(Same ad copy on TV and YouTube)
80.1%
98.3%+17.2%
Only TV TV+YouTube
81.2%
87.2%
Increased brand affinity after exposed to ad
(Same ad copy on TV and YouTube)
+6%

Source : P&G Korea Febreze Campaign / Ipsos / 2013.1 / F30-44
YouTube had analysed more than 1,000 TV
campaigns over the past year using its Extra
Reach Tool and found advertisers reach
target audiences more efficiently by adding
YouTube to their media plans.
Brands targeting 16- to 34-year-olds
should spend 24 per cent of their TV
advertising budget on YouTube
”
“

Experience is king!

Advice for creative

Confidential & Proprietary
YouTube Ads Leaderboard: Top 2015 (click here)

[OFFICIAL MV]I Sơn Tùng MTP I Ấn Nút Nhớ…Thả Giấc Mơ
Vietnam – OMO / Unilever
[MV] EXID 위아래(UP&DOWN) 심쿵버전 Special 뮤비 (K-
POP)
Korea – LG
YouTube Offline: Headspin
India – YouTube
Samsung Galaxy Note5 : Official Introduction
Global – Samsung
Hyundai : A Message to Space
Global – Hyundai
Tập 9 – Nam đẹp trai và dàn xe khủng – Chotot.vn
Vietnam – Chotot
“เมื่อปนโตออกเดินทาง Flavour of home” (Official HD) :
คนอร Knorr (English Subtitle)
Thailand – Knorr / Unilever
ทุกคํามีความหมาย | Every Mouthful is Meaningful
Thailand – Cpbrand
สาวนอยวัยใสที่พยายามเปลี่ยนแปลงตัวเองเพื่อความรัก
บทบาทใหมของมิ้นต ชาลิดาที่คุณพลาดไมได!
Thailand – Sunsilk / Unilever
唐小虎如何化險為夷，讓華府一家全部笑呵呵？
Taiwan – Taiwan mobile
1
2
3
4
5
6
7
8
9
10
ASIA Pacific: Top 10 YouTube Ads 2015

ASIA Top 10: Some tips for YouTube ads
● Make movies, not ads. Half of the ads in the leaderboard play more like movies than ads, with high production values
and fully developed storylines. Product placement is kept to a minimum but is included where it’s natural. Chotot and
Knorr are examples of this “short movie” approach.
● Lights, camera, music. From J-Pop to C-Pop to everything in-between, Asia is home to a rich variety of home-grown
musical styles. The OMO and LG spots show the music video format is a powerful way to impart messages as long
as the branding is subtle.
● Escape from reality. Taiwan Mobile’s tale of kids dressing up is engaging and funny but no one would mistake it for
real life. The escapist element is great but it’s even better when kids can’t stop being kids.
● Use human reactions. The reality show / documentary style is great for showing raw emotions that the audience can
relate to. Both the Hyundai and Knorr spots center on universal relationship between parents and children.
● Keep the conversation going. Online, it’s easy to tell a story and build engagement over a sequence of videos.

Thank You(Tube)

Vietnam, you tube and television in context

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Vietnam, you tube and television in context