The document discusses how digital technology and the internet have profoundly changed media consumption and advertising. It notes that in the past 5 years, time spent online has grown significantly while time spent watching television has declined, especially among younger demographics. Trust in traditional media and advertising has also decreased over this period. Social media usage has expanded and Vietnam has high rates of internet and video viewing. The lines between online and offline experiences are blurring for consumers. The summary concludes that marketers must think across channels rather than in separate "boxes" to reach today's integrated digital consumers.
10. The landscape is changing fast
10
88%
55%
34%
5%
12%
6%
51%
21%
86%
67%
40%
11% 11% 11%
63%
36%
88%
73%
39%
7%
15% 14%
67%
45%
TV Daily Cable TV
Daily
Newspaper
Daily
Magazine
Daily
Radio Daily Cinema
Monthly
Outdoor Daily Internet Daily
2008
2010
2012
Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
11. Internet consumption has grown over the past 5
years, as time spent watching TV has declined
11
140
32
17 14
44
134
34
22
13
74
124
39
16 16
84
All Television Newspaper Magazine Radio Internet
2008 2010 2012
Average Minutes Spent Per Day
Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
Although time spent watching TV is decreasing, people increasingly watch TV
online and/or on mobile device.
In 2012 19% of urban adults has watched LIVE TV online in the last
month, (15% in 2010). These people mostly watch on the internet
(16%), followed by on mobile phones (4%), and on iPad/ Tablet (1%).
12. The increase in time spent online compared with time
spent watching TV is most visible amongst Men 25-34
12 Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
130
85
135
117
126 127
TV Internet
2008
2010
2012
M 16-24
147
63
137
102
126
104
TV Internet
F 16-24
134
45
118
81
113
103
TV Internet
M 25-34
146
22
136
42
129
57
TV Internet
F 25-44
-4min +42min -21min +41min
-21min +58min -17min +35min
13. Changing attitudes towards media and advertisement
13
53
54
60
61
49
43
55
51
47
62
57
49
50
48
41
0 20 40 60 80
2008
2010
2012
2008
2010
2012
2008
2010
2012
2008
2010
2012
2008
2010
2012
“I trust TV news to
report accurately”
“TV commercials
provide truthful
information”
“I trust newspapers to
report accurately”
“I like watching TV
advertising”
“I have less and less
trust in companies and
brands”
Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
%
The last 5 years
show a
downward
trend in trust in
advertisement
and traditional
media.
Urban adults don’t
just believe what
they are being
told anymore.
The number of
people who like TV
advertising has
dropped
significantly
14. The decreasing trust in traditional media goes
alongside an upward trend in online media
14 Source: 3D 2012 (1,790), 2010 (1,575), 2008 (1,282) urban adults aged 15-45 who use the internet
* ComScore Data Gem
Vietnamese people are curious and they actively look for information themselves.
Social media serves as an expansion of WOM: People share opinions, ask
questions and so they look for their own truth, not the truth of the advertiser.
20
38
72
0
10
20
30
40
50
60
70
80
2008 2010 2012
Social network
penetration
Across the Asia-pacific region, Vietnam has the
highest video viewing penetration: 89.8%
reach of web population*
%
15. 134 minutes online per day
15
63% of all adults has used the internet in the last 3 months. These adults go
online 26 times a month and on an average day they spend 134 minutes online.
Time of day usually go online
23
37
0
10
20
30
40
50
60
70
%
63
84 80
72
47
0
10
20
30
40
50
60
70
80
90
100
All
adults
M 16-
24
F 16-
24
M 25-
34
F 25-
44
Internet penetration%
Internet penetration is skewed
towards the young audiences
Source: 3D 2012 Base: 3,010 urban adults aged 15-45, of who 1,790 use internet
16. 72% of adults has a social network
16
72% of online adults has a social network. On average, these people visit their
social network(s) 27 times a month.
Social Network have a profile on
77 79
84
78
74
78
58 57
45 42
30
26
17 14 16 13
0
10
20
30
40
50
60
70
80
90
M16-24 F16-24 M25-34 F25-44
Yahoo! Facebook ZingMe Google+
%
72
79
84
68
62
0
10
20
30
40
50
60
70
80
90
100
All
adults
M 16-
24
F 16-24 M 25-
34
F 25-44
Social Network penetration
Having a social network is
skewed towards the younger
online adults
Source: 3D 2012 Base: 1,790 urban adults who use internet, of who 1,253 social network
Amongst the older adults, Yahoo! has a definite
lead over Facebook, whereas amongst the
younger adults, Yahoo! and Facebook are
almost evenly popular.
%
17. Mobile Internet
17
51% of the online adults use mobile internet, with an average of 27 times a
month.
Time of day use mobile internet
22
30
0
10
20
30
40
50
%
Using mobile internet is quite spread over
the day, which is the convenience of going
online on your phone
Source: 3D 2012 Base: 1,790 urban adults who use internet, of who 996 use mobile internet
51
59 61
52
44
0
10
20
30
40
50
60
70
80
90
100
All
adults
M 16-24 F 16-24 M 25-34 F 25-44
Mobile internet penetration%
18. People read newspapers cross platform
18 Source: 3D 2012 Base: 2,118 urban adults who read/buy newspapers
80
56
5
2 2 2 2
0
10
20
30
40
50
60
70
80
90
A hard copy Newspaper
website
Smartphone
app
iPad/tablet
app
Shared links Email
bulletins
Other
All adults M16-24 F16-24 M25-34 F25-44
More females than males read hard copy
newspapers, whereas males are more likely to
read a newspaper website than females.
Reading the news via app’s is still very low
amongst Vietnamese adults. Males, and especially
young males, are more likely to use newspaper
apps.
%
19. …and magazines
19
82
48
7
2 3
0
10
20
30
40
50
60
70
80
90
100
A hard copy Magazine website Smartphone app iPad/tablet app Other
All adults M16-24 F16-24 M25-34 F25-44
More females than males read hard copy
magazines, especially the 25-45 females. Males are
more likely to read a magazine online than
females.
Reading magazines via app’s is still low, but there
is a skew towards the young females and males.
%
Source: 3D 2012 Base: 898 urban adults who read/buy magazines
20. Radio is consumed through mobile phones
20
32% of the urban adults has listened to the radio in the last month. These
adults listen to the radio 20 times a month, for an average of 50 minutes.
46%
18%
16%
14%
4% 3%
How usually listen to the radio
By mobile phone On a radio cassette
Through a radio set Via public loudspeakers
In car/ taxi On the internet
Radio stations listened to
in last 7 days
HCMC
VOV Giao Thong 66%
Voice of HCM 48%
Voice of Binh Duong 33%
Xone FM 17%
VOV1 16%
Radio stations listened to
in last 7 days
Hanoi
VOV Giao Thong 50%
VOV1 38%
Voice of Ha Noi 27%
VOV3 19%
Xone FM 8%
Source: 3D 2012 Base: 922 urban adults who listen to the radio
HCMC (331), Hanoi (126)
22. The lines between the real and virtual worlds are
disappearing
The lines between the real
and the virtual world are
disappearing
23. What we as marketers call digital has just been absorbed
into consumers daily lives
Mail is just Email or Messaging
Music is just MP3
Photo Albums are just Facebook
Videos on Tablet, PC or Mobile are just the new TV
Conversations are on Facebook
Games are just played online, with friends, in social networks
Mobile phones are just something they use to pass the time when they
are bored, and they use them to interact with whatever is around them
24. Our customers are the best integrated marketers out there
Your customers do not see the lines we see between channels
They do not perceive how you communicate with them in the digital
space as separate to the real world
They are experts at connecting the two together already
What they see on TV or Posters or in Newspapers, or at an event, or
anywhere else in the real world they share and act on online
That is the biggest opportunity in 2013
26. In the technology revolution, things change daily
1. Content is now more liquid
2. Communication is always on
3. And advertising is about Orchestration, not just Integration
Post digital communication
is “always on”
POE is built on the idea that advocacy drives successful business and that the internet has changed everything especially the way people have relationships with brands. In the centre the brands owned assets are represented with one of them being more prominent as the hubOn the left the key paid media channels are highlighted and the on the right the earned platforms are shown.The arrows show the direction of flow around the brand’s comms ecosystem
It’s a challenge the industry frequently faces quite often especially amongst brands with limited resources or a very traditional view of communications. In their simplest form, legacy media strategies for traditional outlets may become a one dimensional list defining which executions run on which TV channels or newspapers with what frequency. Transpose this to digital, and we get a list of search keyphrases and household-name websites.In response to this, a colleague of mine Nick Fawbert of Third Space based in Singapore recently christened it a ‘cargo cult’ strategy.A cargo cult, is a quasi-religious movement that started to appear among some Pacific islanders around a century ago with the advent of serious international trade in the region. It reached a peak after the Second World War, when the islands had become saturated with the foot soldiers of various warring nations.The technologies islanders were exposed to were so far beyond their experience (particularly those delivered by aircraft) that the locals decided they must be of divine provenance as a reward for good behaviour. They also became somewhat tetchy that these assets seemed to be hoovered up by foreign forces, and came to the conclusion that this must be down to the particular forms of worship they engaged in.Post-conflict, these regular cargo deliveries quickly ground to a halt, and the foreign forces departed, leaving behind a local population now hooked on tinned spam and socket sets.To attract the deliveries back once more, islanders determined to emulate the foreign religion, and built runways, airports, and control towers out of straw and bamboo. One even went so far as to fashion a headset complete with ariels of bamboo for the ground crew. They developed rituals that entailed copying military routines like square bashing, and painted US flags on their bodies in all the appropriate places.Thus the ‘cargo’ cults were born.They were, of course, despite their comprehensive recreation of the airport experience, totally useless.So why do I bring this up at the beginning of a conference? Looking at Effective communications strategy by emulating the outward manifestations of successful campaigns, but without understanding the infrastructure and ecosystem that are necessary to support it.At the root of it all is the work that goes into establishing a unique value proposition—recognition of the contribution all assets can make at all levels of a company from research and design through manufacturing, distribution, retail and customer service.CRM for example is often dismissed as something for the “techies”Lest we forget, some of the most successful digital campaigns of recent years, such as Dell Storm, are those that have integrated the customer into the creation and sales process through dialogue and crowdsourcing.Those relationships are business critical. Good customer relationships improve business performance by enhancing customer satisfaction and driving up customer loyalty. This increases frequency and value of purchases.The telecom industry sees a 10 per cent increase in customer satisfaction generating a 2 per cent rise in customer retention and a 3 per cent rise in revenues. Volvo discovered that a one-point increase in customer satisfaction results in a 4 per cent increase in dealer profitability, because they don’t have to work so hard to make the next sale. Lexus calculated that each ‘delighted’ customer (their metric) makes them an average of S$1.2 million in sales recommendations.