Mobile devices are that the center of our connected life, so much so that mobile advertising is now an integral part of major campaigns in Vietnam. However, the reality is while we might know a lot about consumers' mobile usage, we know far less about how individual segments respond to different formats and content types on their mobile devices. Until now… Download your free report of "The Four Cs of Mobile Advertising" to deep dive into mobile advertising in Vietnam by visiting http://www.decisionlab.co/download-material-4cs-vietnam

1. 1
The Four Cs of
Mobile Advertising
C H A N N E L | C O N T E X T | C O N T E N T | C O N N E C T
V I E T N A M - S E P 2 0 1 5

2. 2
Source: eMarketer Digital World Atlas
Everyone owns at least one mobile phone
145% 138% 131% 125%
105%
Malaysia Thailand Vietnam Indonesia Philippines

3. 3
Smartphones are
making inroads
into the masses
Source: eMarketer 2015
Vietnam
36%
Thailand
39%
Malaysia
47%
Philippines
37%
Indonesia
37%

4. 4
For many,
mobile phone is
the first and
only internet
screen

5. 5
34%
OF TOTAL APAC AD SPEND
73%
OF DIGITAL
APAC mobile
internet ad spend
expected to soar
Source: emarketer 2015; mobile spend includes tablets, all display (banner, video and rich media) and search;
exclude SMS, MMS & P2P messaging-based ad
2015
2019

6. 6
So we asked: ‘have you read or clicked on any mobile ads in the past one month?’
Q7. Have you read or clicked on any mobile ads in the past one month?
Mobile ads definitely pique consumers’ curiosity
40% 33% 38% 45% 44%
25%
37%
41% 33%
32% 40%
42%
SEA Malaysia Indonesia Philippines Thailand Vietnam
No
Yes, I clicked on it accidently.
Yes, because I was interested.

7. 7
Do you let your 3-8 year old kids use a smartphone/tablet?
Source: Asianparent / Samsung Kidstime’s Mobile Device Usage Among Young Kids 2014; Q: Do you let your 3-8 year old kids use a smartphone/tablet?
Future consumers already own a mobile phone today
14% 14% 13% 15% 16% 12%
66% 69% 66% 64% 67%
64%
19% 15% 19% 20% 15% 23%
SEA Indonesia Malaysia Thailand Philippines Singapore
Never
No. Except in certain cases
Yes. Sometimes
Yes. Most of the time

8. 8
Mobile is the new
end cap

9. 9
But we still have
incomplete knowledge
on how consumers
response to mobile
advertising
L A C K T R A C K I N G A N D L A C K
( T R A D I T I O N A L ) C R E A T I V E S P A C E

10. 10
So we embarked
on a region-wide
research in July
2600+
RESPONDENTS
5
COUNTRIES
15 – 54
YEARS OLD SMARTPHONE INTERNET
USERS
Vietnam
489,075
Thailand
145,885
Malaysia
129,658
Philippines
127,076
Indonesia
97,719

11. 11
Methodology
BY INVITATION ONLY
You can’t choose to join our panels or recommend your friends – We
invite to ensure random selection and full control.
SINGLE SOURCE
We apply one method for recruitment across all panels to give you
consistent results, every time.
NO PROFESSIONALS
Our panelist are offered small lucky draws – that’s it! We only want
people joining for the right reasons.

12. 12
CHANNEL
What are the mobile touch points?
Four core
questions:
CONNECT
How to integrate mobile with other
mediums
CONTENT
How to engage consumers on
mobile?
CONTEXT
When is mobile used to engage
with brands?

13. 13
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▶ http://www.decisionlab.co/download-
material-4cs-vietnam