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Vn digital consumer behaviour cpg & retail052016

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Hugh Vo
Hugh Vo

Vietnam has a large and growing online population, with 44 million internet users spending an average of 8 hours per day online across devices. 25% of Vietnamese internet users are "multi-screeners" who use both desktops and smartphones. While TV is still a main focus, 32% of TV and internet users go online through other devices while watching TV. Search engines and online video are very popular online activities. However, there is a significant mismatch between how consumers spend their time online and companies' allocation of advertising spending.

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17 Mar 2015 FMCG & Retail for Digital Consumers
Vietnam is Online!
17 Mar 2015 Majority of Your Target Age Group are Online 42 - 86% of Vietnam adults are online now 56 % 86 % 72 % 42 % 29 % 28 % 16 % TNS/Google (2014): Connected Consumer Study - Results Vietnam Q6: How often do you access the internet for personal reasons? Base (weighted): all respondents, n = 1,000
17 Mar 2015 44 Million Internet Users in Vietnam And they spend 8 hours daily eMarketer, Nov 2014 GlobalWebIndex, Q4 2014 NO. 6 in APAC 7Hr 51Min Spent Daily Across 3 Devices
17 Mar 2015 25% are at least 2-Screener Most are on either desktops or smartphones TNS/Google (2014): Connected Consumer Study - Results Vietnam Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n = 1,000 At least 1-Screener 57% At least 2-Screener 25% At least 3-Screener 2% 44% 36% 5% Daily Internet Usage
17 Mar 2015 Is TV the Main Focus Now? 32% of all TV + Internet users connect to the internet while watching TV TNS/Google (2014): Connected Consumer Study - Results Vietnam Millward Brown, Mar 2014 QTV4c_1: And during the time you were watching TV in the past month, did you go online through another device (e.g. computer, smartphone, tablet)? Base (weighted): TV & Online Users, n = 485 + + + 26 Mins/Day 28 Mins/Day 44 Mins/Day 32% TV + Internet Users
17 Mar 2015 93% Use search engines 85% watch video content TNS/Google (2014): Connected Consumer Study - Results Vietnam Q16_1-_4 aggregated: Frequency of internet usage for personal reasons per device category Base (weighted): online users, n = 555 Use search engines 93% Watch video content 85% Look for product information online 69% Use chats / instant messaging 69% Check my emails 66% Write comments 64% Do online gaming 62%
17 Mar 2015 Significant Mismatch between Media Consumption VS Allocation of Media Spend eMarketer, 2013 Group M Vietnam Digital Landscape, 2013
Living in the digital age Are you making the most of it? Do you... Understand your customers better ? Are you... Always there, Always relevant, Always optimised ? WIN MOMENTS THAT MATTER
To grow, your business must exceed the pace of change Will you embrace… New behaviours & tech ? Will you try… New business ideas ? ADAPT FAST
Larry Page, Founder and CEO, Google I encourage companies to do a little more that’s outside their comfort zone … Almost every time we do something crazy, we make progress. “
FMCG & Retail Consumer Digital Trends in Vietnam
Vn digital consumer behaviour cpg & retail052016
Google Search has Grown 160% in 2 years 17 Mar 2015 Google Internal Data 35 Billion Queries in 2014
17 Mar 2015 A New Breed of Consumers Google internal data, eMarketer Dec 2014 35%Of Google searches are mobile (1) [INFORMATION] MORE ACCESS 40BnYouTube videos were watched in 2014 (1) [ENTERTAINMENT] MORE CHOICE Online shoppers in 2014 [SHOPPING] MUCH MORE ONLINE 8Mn
Online Shoppers also Heavily use the Internet to Research the Products they Buy 17 Mar 2015 Google Internal Data
Food & Groceries Search has Grown >100% in 2 years 17 Mar 2015 Google Internal Data
Beauty & Personal Care Search has Grown >100% in 2 years 17 Mar 2015 Google Internal Data
Home & Garden Search has Grown >100% in 2 years 17 Mar 2015 Google Internal Data
Dining & Nightlife Search has Grown ~100% in 2 years 17 Mar 2015 Google Internal Data
YouTube Can’t be Ignored Anymore Search on YouTube has grown >200% 17 Mar 2015 Google Internal Data 40 Billions Videos Viewed in 2014
Practice makes perfect
Assignment Daniels Confectionery & Gum is going to launch a new product, Daniel's Chewing-gum for teenager in May 2015. This product is expected to be a break-through in the market with the natural forest fruit flavors. Daniel Confectionery & Gum hopes this will compete well with the existing products in the market. You are the marketing director for Daniel Confectionery & Gum and you are tasked to launch Daniel's Chewing-gum successfully and achieve $15 M in revenues by the end of the year. First step: Together as a group discuss what you want to achieve with Super Calcium at the end of the year in terms of... 17 Mar 2015
Achievements How Media Successful launch of new and improve packaging Number 1 market share Improved distribution channel Successful product launch TV Digital Newspaper etc 17 Mar 2015 Quiz/events to get people to talk about the brand
15 Minutes to fill in the board... 17 Mar 2015
Assignment 2 Assuming you’ve identified TV, Digital and POS as the main media to push Daniel’s Chewing-gum. Please write down the key goals you want to achieve with each media and the key messages you want to deliver via each medium Media Key messages Goals/measurements TV Digital POS 17 Mar 2015
FMCG & Retail Consumer Google Solutions
Google Confidential and Proprietary Online advertising can be complicated and results unclear... See you Remember you Understand you Want you Awareness Google Confidential and Proprietary Consideration We want to measurement impact and effectiveness every step of the way. This is our solution.
17 Mar 2015 Engaged Video Views, GDN Searches Interaction & Site Visit Conversions Higher value Higher volume Awareness Interest Consideration Purchase Search & GDN can be used across entire funnel Awareness (See & Remember) Interest (Remember & Understand) Consideration (Want) Purchase (Want) Consumer Purchase Funnel
17 Mar 2015 Where Your Display Banners will Show
Google Display Network (GDN): Largest Global Display Network Reach Massive Number of Target Customers 17 Mar 2015 1.2 Billion page views served every week 2.1Billion ad impressions per week 85% domain penetration of top 100 sites 93% reach of VN internet users
Impressions: 316,000,000 Clicks: 792,000 CTR: 0.35% Cost: $45,663 SGD (~700M VND) >> CPC: $0.04 SGD (600 VND) >> CPM: 2,200 VND 17 Mar 2015 Google Display Network (GDN): Case Study
YouTube.vn domain Việt Nam Content Consumer s YouTube Vietnam Has Launched 1# Video site in Vietnam 17 Mar 2015 Google Internal Data #1VIDEO site in Vietnam #3 WATCH HOURS in APAC 19 MILLION can be reached on YouTube every day #2 LARGEST search engine in the world and Vietnam
Google Confidential and Proprietary Source: Ipsos/Google 2012 Influence consideration using choice-based ads People who choose to watch a video ad are 75% more engaged than those who are forced to watch Google Confidential and Proprietary
17 Mar 2015 Wide selection of ad formats to choose from InVideo Ad Promote Your Video Ad Dominate Youtube HomePage InStream Ad
17 Mar 2015 Incredible Reach >2M unique viewers in a single day 11 - 13M impressions/day High-Impact A prominently placed, highly engaging format on the front door of YouTube. Exclusivity 100% share of voice for your brand only, for a full 24 hours. Masthead
17 Mar 2015 Overview •Pre Roll ads on YouTube partner videos. Viewers can choose to skip the ad after •5 sec. You only pay for ads they watch. •Highly visible ad format •Increases video view count after 30 sec •Remarketing available Creative assets •Video, no max length, but less than •1min recommended •Optional companion banner (300x60) Placement •Desktop and mobile app •YouTube Watch Page •Runs on partner videos only Pricing Model •Auction (CPV - Cost per View) •You only pay for views, not impressions TrueView In-Stream: pay as you view
17 Mar 2015 Overview •Viewers see your ad next to another •video they are watching and can choose •to click on it •Advertisers are only charged when •people choose to watch your ad •Increases video count • Creative assets •Video, no max length Placement •YouTube Watch Page Pricing Model •Auction (CPV - Cost per Click) •You are charged as soon as user clicks the ad and is lead to the watch page. TrueView In-Display (Watch Page)
17 Mar 2015 Overview •People see your ad as they are searching for relevant videos and can choose to click on it and watch it. You only pay for ads they watch. •Increases video view count, improves organic placement of videos •Remarketing available Creative assets •Video, no max length Placement •YouTube Search Page Pricing Model •Auction (CPC - Cost per Click) •You are charged as soon as user clicks the ad and is lead to the watch page. TrueView In-Display (Search Page)
Chotot.vn - Văn Mai Hương
17 Mar 2015 Masthead examples 100% share of voice for a day on the prestigious Youtube homepage
Layout Masthead
3 Days Campaign -4.8M+ views -Masthead, TrueView
Mobile Video Masthead
Hangout on Air (coming in 2015) Live Masthead (coming in 2015)
17 Mar 2015 Always be there when your customers are searching for you
17 Mar 2015 mCommerc e Tap into the increasing mobile search pool In-store App download & in-app purchases Call
17 Mar 2015 Engaged Video Views, GDN Searches Interaction & Site Visit Conversions Higher value Higher volume Awareness Interest Consideration Purchase Search & GDN can be used across entire funnel Awareness (See & Remember) Interest (Remember & Understand) Consideration (Want) Purchase (Want) See you Remember you Understand you Want you
17 Mar 2015 Set KPIs aligned with Brand’s Objective GRP s reach + frequency impressions unique views ad recall brand awareness engagements favorability mentions follows subscribes tweets, comments earned views watchtime follow on views consideration video completes likes, +1’s visits / clicks time-on-site downloads conversion assists view-through-conversions searches conversions watchtime follows subscribes shares likes, +1’s tweets, comments brand interest searches Want You Understand You Remember You See You searches Awareness Awareness Consideration Consideration
Go online to catch Vietnamese consumers' attention and influence their buying decision There is big disproportion between consumer media consumption and media spend allocation Make them SEE you, REMEMBER you, UNDERSTAND you WANT you 321 Key Takeaway 17 Mar 2015
Case Studies
17 Mar 2015 See you Remember you Understand you Want you Awareness Consideration
17 Mar 2015 See you Remember you Understand you Want you Awareness Consideration
What Google Solutions will you add to your media mix to XX your headline success X SOLUTION
Engaged Video Views, GDN Searches Interaction & Site Visit Conversions Awareness Interest Consideration Purchase Awareness (See & Remember) Interest (Remember & Understand) Consideration (Want) Purchase 17 Mar 2015 ❖Key Performance Indicator ❖Budget Consumer Purchase Funnel
GDN Remarketing Increase reach with negative remarketing; or tell a story to those who engaged with you Generate awarenessBuild Buzz Drive leads & sales PRE-LAUNCH POST-LAUNCHLAUNCH YouTube TrueView (Cost per View) Lightbox Engagement Ad (Cost per Engagement) TrueView Remarketing (Cost per View) Reach those who saw and interacted with your Masthead for up to 540 days after Homepage Masthead (Cross Screen, Cost per Day) 12M impressions 2M unique users Across all screens GDN (Cost per Click) Raise market awareness and share of voice Google Search (Cost per Click) Reach those who are already aware of the brand and proactively & Intentionally search for it Consumer Purchase FunnelProduct 17 Mar 2015 Product Launch Strategy
17 Mar 2015 Q&A
Clicks in 7 days: 792K 1% become customers → 7,920 customers / week 7,920 x 200,000VND = 1.484 Bn VND > 700 Mn VND 17 Mar 2015 Google Display Network (GDN): Case Study
Benefits of Online / Offline Integrated Video Strategy: Incremental Reach 17 Mar 2015 Nielsen, Nov 2014 14+
Google Confidential and Proprietary You can be where they are, as they explore their passions 4 actions: searching, browsing sharing and watching 8:00pm Browse the web 6:00pm Look up recipe on tablet 10:00pm Watch video from a friend 3:00pm Listen to a new song 8:00am Check mail on phone Google Confidential and Proprietary
Google Confidential and Proprietary Media is everywhere and no longer siloed to one screen during prime time Driving awareness is not that easy Your consumer’s attention is scattered and the media landscape is fragmented Google Confidential and Proprietary
Benefits of Online / Offline Integrated Video Strategy: Incremental Reach 17 Mar 2015 Nielsen, Mar 2014 (10.5%) Average frequency: 6.5 4.2% 6.3% 61.7% (68.0%) Average frequency: 5.3 Exposed only to YouTube (NET REACH) Exposed to both YouTube and TV 18-44 YouTube increases the TV coverage from 68,0% to 72,2% (+4,2%p.)
Benefits of Online / Offline Integrated Video Strategy: Incremental Reach 17 Mar 2015 Nielsen, Mar 2014 (19.3%) Average frequency: 5.3 7.8% 11.5% 56.5% (68.0%) Average frequency: 5.3 Exposed only to YouTube (NET REACH) Exposed to both YouTube and TV 18-44 Mobile reached 3.6%p. incremental reach on top to desktop
Google Confidential and Proprietary Source: AdAge 2014, Brand Engagement in Participation Age Win consideration with an immersive, engaging experience you create Engagers are 4xmore likely to purchase Google Confidential and Proprietary
17 Mar 2015 Measuring: The Key to Performance
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GLD Template | Colo(u)r Palette based on go/Quantum #FF5621 #FFCBB B #FF8964 #FF5621 #E54918 #FF6D3F #FF3C00 #FF9700 #FFDFB1 #FFB64C #FF9700 #F47B00 #FFAA3F #FF9000 #F3B300 #FBE7B1 #F6CA4 C #F3B300 #EF9200 #FFCC3 F #FFBB00 #FFEA3A #FFF8C3 #FFF075 #FFEA3A #FABF2C #FFFF00 #FFE900 #CCDB3 8 #EFF3C2 #DBE674 #CCDB3 8 #AEB32A #EDFF40 #C5FF00 #8AC249 #DBECC 7 #ADD480 #8AC249 #679E37 #B1FF58 #75FF02 #0E9C57 #B6E0C C #56BA89 #0E9C57 #0A7F42 #68EFAD #00E575 #009587 #B1DEDA #4CB5AB #009587 #00786A #63FFD9 #1CE885 Deep OrangeOrangeGoogle YellowYellowLimeLight GreenGoogle GreenDeep Teal Colour palette DO NOT DELETE!!!!
GLD Template | Colo(u)r Palette based on go/Quantum #5F7C8A #CED7D B #8FA3AD #5F7C8A #445963 #A2A2A2 #F0F0F0 #E0E0E0 #A2A2A2 #636363 #785447 #D6CBC 7 #A0877E #785447 #5C3F36 Blue GreyGreyBrown Colour palette DO NOT DELETE!!!!

More Related Content

Vn digital consumer behaviour cpg & retail052016

  • 1. 17 Mar 2015 FMCG & Retail for Digital Consumers
  • 3. 17 Mar 2015 Majority of Your Target Age Group are Online 42 - 86% of Vietnam adults are online now 56 % 86 % 72 % 42 % 29 % 28 % 16 % TNS/Google (2014): Connected Consumer Study - Results Vietnam Q6: How often do you access the internet for personal reasons? Base (weighted): all respondents, n = 1,000
  • 4. 17 Mar 2015 44 Million Internet Users in Vietnam And they spend 8 hours daily eMarketer, Nov 2014 GlobalWebIndex, Q4 2014 NO. 6 in APAC 7Hr 51Min Spent Daily Across 3 Devices
  • 5. 17 Mar 2015 25% are at least 2-Screener Most are on either desktops or smartphones TNS/Google (2014): Connected Consumer Study - Results Vietnam Q12: Which, if any, of the following devices do you currently use? Base (weighted): all respondents, n = 1,000 At least 1-Screener 57% At least 2-Screener 25% At least 3-Screener 2% 44% 36% 5% Daily Internet Usage
  • 6. 17 Mar 2015 Is TV the Main Focus Now? 32% of all TV + Internet users connect to the internet while watching TV TNS/Google (2014): Connected Consumer Study - Results Vietnam Millward Brown, Mar 2014 QTV4c_1: And during the time you were watching TV in the past month, did you go online through another device (e.g. computer, smartphone, tablet)? Base (weighted): TV & Online Users, n = 485 + + + 26 Mins/Day 28 Mins/Day 44 Mins/Day 32% TV + Internet Users
  • 7. 17 Mar 2015 93% Use search engines 85% watch video content TNS/Google (2014): Connected Consumer Study - Results Vietnam Q16_1-_4 aggregated: Frequency of internet usage for personal reasons per device category Base (weighted): online users, n = 555 Use search engines 93% Watch video content 85% Look for product information online 69% Use chats / instant messaging 69% Check my emails 66% Write comments 64% Do online gaming 62%
  • 8. 17 Mar 2015 Significant Mismatch between Media Consumption VS Allocation of Media Spend eMarketer, 2013 Group M Vietnam Digital Landscape, 2013
  • 9. Living in the digital age Are you making the most of it? Do you... Understand your customers better ? Are you... Always there, Always relevant, Always optimised ? WIN MOMENTS THAT MATTER
  • 10. To grow, your business must exceed the pace of change Will you embrace… New behaviours & tech ? Will you try… New business ideas ? ADAPT FAST
  • 11. Larry Page, Founder and CEO, Google I encourage companies to do a little more that’s outside their comfort zone … Almost every time we do something crazy, we make progress. “
  • 12. FMCG & Retail Consumer Digital Trends in Vietnam
  • 14. Google Search has Grown 160% in 2 years 17 Mar 2015 Google Internal Data 35 Billion Queries in 2014
  • 15. 17 Mar 2015 A New Breed of Consumers Google internal data, eMarketer Dec 2014 35%Of Google searches are mobile (1) [INFORMATION] MORE ACCESS 40BnYouTube videos were watched in 2014 (1) [ENTERTAINMENT] MORE CHOICE Online shoppers in 2014 [SHOPPING] MUCH MORE ONLINE 8Mn
  • 16. Online Shoppers also Heavily use the Internet to Research the Products they Buy 17 Mar 2015 Google Internal Data
  • 17. Food & Groceries Search has Grown >100% in 2 years 17 Mar 2015 Google Internal Data
  • 18. Beauty & Personal Care Search has Grown >100% in 2 years 17 Mar 2015 Google Internal Data
  • 19. Home & Garden Search has Grown >100% in 2 years 17 Mar 2015 Google Internal Data
  • 20. Dining & Nightlife Search has Grown ~100% in 2 years 17 Mar 2015 Google Internal Data
  • 21. YouTube Can’t be Ignored Anymore Search on YouTube has grown >200% 17 Mar 2015 Google Internal Data 40 Billions Videos Viewed in 2014
  • 23. Assignment Daniels Confectionery & Gum is going to launch a new product, Daniel's Chewing-gum for teenager in May 2015. This product is expected to be a break-through in the market with the natural forest fruit flavors. Daniel Confectionery & Gum hopes this will compete well with the existing products in the market. You are the marketing director for Daniel Confectionery & Gum and you are tasked to launch Daniel's Chewing-gum successfully and achieve $15 M in revenues by the end of the year. First step: Together as a group discuss what you want to achieve with Super Calcium at the end of the year in terms of... 17 Mar 2015
  • 24. Achievements How Media Successful launch of new and improve packaging Number 1 market share Improved distribution channel Successful product launch TV Digital Newspaper etc 17 Mar 2015 Quiz/events to get people to talk about the brand
  • 25. 15 Minutes to fill in the board... 17 Mar 2015
  • 26. Assignment 2 Assuming you’ve identified TV, Digital and POS as the main media to push Daniel’s Chewing-gum. Please write down the key goals you want to achieve with each media and the key messages you want to deliver via each medium Media Key messages Goals/measurements TV Digital POS 17 Mar 2015
  • 27. FMCG & Retail Consumer Google Solutions
  • 28. Google Confidential and Proprietary Online advertising can be complicated and results unclear... See you Remember you Understand you Want you Awareness Google Confidential and Proprietary Consideration We want to measurement impact and effectiveness every step of the way. This is our solution.
  • 29. 17 Mar 2015 Engaged Video Views, GDN Searches Interaction & Site Visit Conversions Higher value Higher volume Awareness Interest Consideration Purchase Search & GDN can be used across entire funnel Awareness (See & Remember) Interest (Remember & Understand) Consideration (Want) Purchase (Want) Consumer Purchase Funnel
  • 30. 17 Mar 2015 Where Your Display Banners will Show
  • 31. Google Display Network (GDN): Largest Global Display Network Reach Massive Number of Target Customers 17 Mar 2015 1.2 Billion page views served every week 2.1Billion ad impressions per week 85% domain penetration of top 100 sites 93% reach of VN internet users
  • 32. Impressions: 316,000,000 Clicks: 792,000 CTR: 0.35% Cost: $45,663 SGD (~700M VND) >> CPC: $0.04 SGD (600 VND) >> CPM: 2,200 VND 17 Mar 2015 Google Display Network (GDN): Case Study
  • 33. YouTube.vn domain Việt Nam Content Consumer s YouTube Vietnam Has Launched 1# Video site in Vietnam 17 Mar 2015 Google Internal Data #1VIDEO site in Vietnam #3 WATCH HOURS in APAC 19 MILLION can be reached on YouTube every day #2 LARGEST search engine in the world and Vietnam
  • 34. Google Confidential and Proprietary Source: Ipsos/Google 2012 Influence consideration using choice-based ads People who choose to watch a video ad are 75% more engaged than those who are forced to watch Google Confidential and Proprietary
  • 35. 17 Mar 2015 Wide selection of ad formats to choose from InVideo Ad Promote Your Video Ad Dominate Youtube HomePage InStream Ad
  • 36. 17 Mar 2015 Incredible Reach >2M unique viewers in a single day 11 - 13M impressions/day High-Impact A prominently placed, highly engaging format on the front door of YouTube. Exclusivity 100% share of voice for your brand only, for a full 24 hours. Masthead
  • 37. 17 Mar 2015 Overview •Pre Roll ads on YouTube partner videos. Viewers can choose to skip the ad after •5 sec. You only pay for ads they watch. •Highly visible ad format •Increases video view count after 30 sec •Remarketing available Creative assets •Video, no max length, but less than •1min recommended •Optional companion banner (300x60) Placement •Desktop and mobile app •YouTube Watch Page •Runs on partner videos only Pricing Model •Auction (CPV - Cost per View) •You only pay for views, not impressions TrueView In-Stream: pay as you view
  • 38. 17 Mar 2015 Overview •Viewers see your ad next to another •video they are watching and can choose •to click on it •Advertisers are only charged when •people choose to watch your ad •Increases video count • Creative assets •Video, no max length Placement •YouTube Watch Page Pricing Model •Auction (CPV - Cost per Click) •You are charged as soon as user clicks the ad and is lead to the watch page. TrueView In-Display (Watch Page)
  • 39. 17 Mar 2015 Overview •People see your ad as they are searching for relevant videos and can choose to click on it and watch it. You only pay for ads they watch. •Increases video view count, improves organic placement of videos •Remarketing available Creative assets •Video, no max length Placement •YouTube Search Page Pricing Model •Auction (CPC - Cost per Click) •You are charged as soon as user clicks the ad and is lead to the watch page. TrueView In-Display (Search Page)
  • 40. Chotot.vn - Văn Mai Hương
  • 41. 17 Mar 2015 Masthead examples 100% share of voice for a day on the prestigious Youtube homepage
  • 45. Hangout on Air (coming in 2015) Live Masthead (coming in 2015)
  • 46. 17 Mar 2015 Always be there when your customers are searching for you
  • 47. 17 Mar 2015 mCommerc e Tap into the increasing mobile search pool In-store App download & in-app purchases Call
  • 48. 17 Mar 2015 Engaged Video Views, GDN Searches Interaction & Site Visit Conversions Higher value Higher volume Awareness Interest Consideration Purchase Search & GDN can be used across entire funnel Awareness (See & Remember) Interest (Remember & Understand) Consideration (Want) Purchase (Want) See you Remember you Understand you Want you
  • 49. 17 Mar 2015 Set KPIs aligned with Brand’s Objective GRP s reach + frequency impressions unique views ad recall brand awareness engagements favorability mentions follows subscribes tweets, comments earned views watchtime follow on views consideration video completes likes, +1’s visits / clicks time-on-site downloads conversion assists view-through-conversions searches conversions watchtime follows subscribes shares likes, +1’s tweets, comments brand interest searches Want You Understand You Remember You See You searches Awareness Awareness Consideration Consideration
  • 50. Go online to catch Vietnamese consumers' attention and influence their buying decision There is big disproportion between consumer media consumption and media spend allocation Make them SEE you, REMEMBER you, UNDERSTAND you WANT you 321 Key Takeaway 17 Mar 2015
  • 54. What Google Solutions will you add to your media mix to XX your headline success X SOLUTION
  • 55. Engaged Video Views, GDN Searches Interaction & Site Visit Conversions Awareness Interest Consideration Purchase Awareness (See & Remember) Interest (Remember & Understand) Consideration (Want) Purchase 17 Mar 2015 ❖Key Performance Indicator ❖Budget Consumer Purchase Funnel
  • 56. GDN Remarketing Increase reach with negative remarketing; or tell a story to those who engaged with you Generate awarenessBuild Buzz Drive leads & sales PRE-LAUNCH POST-LAUNCHLAUNCH YouTube TrueView (Cost per View) Lightbox Engagement Ad (Cost per Engagement) TrueView Remarketing (Cost per View) Reach those who saw and interacted with your Masthead for up to 540 days after Homepage Masthead (Cross Screen, Cost per Day) 12M impressions 2M unique users Across all screens GDN (Cost per Click) Raise market awareness and share of voice Google Search (Cost per Click) Reach those who are already aware of the brand and proactively & Intentionally search for it Consumer Purchase FunnelProduct 17 Mar 2015 Product Launch Strategy
  • 58. Clicks in 7 days: 792K 1% become customers → 7,920 customers / week 7,920 x 200,000VND = 1.484 Bn VND > 700 Mn VND 17 Mar 2015 Google Display Network (GDN): Case Study
  • 59. Benefits of Online / Offline Integrated Video Strategy: Incremental Reach 17 Mar 2015 Nielsen, Nov 2014 14+
  • 60. Google Confidential and Proprietary You can be where they are, as they explore their passions 4 actions: searching, browsing sharing and watching 8:00pm Browse the web 6:00pm Look up recipe on tablet 10:00pm Watch video from a friend 3:00pm Listen to a new song 8:00am Check mail on phone Google Confidential and Proprietary
  • 61. Google Confidential and Proprietary Media is everywhere and no longer siloed to one screen during prime time Driving awareness is not that easy Your consumer’s attention is scattered and the media landscape is fragmented Google Confidential and Proprietary
  • 62. Benefits of Online / Offline Integrated Video Strategy: Incremental Reach 17 Mar 2015 Nielsen, Mar 2014 (10.5%) Average frequency: 6.5 4.2% 6.3% 61.7% (68.0%) Average frequency: 5.3 Exposed only to YouTube (NET REACH) Exposed to both YouTube and TV 18-44 YouTube increases the TV coverage from 68,0% to 72,2% (+4,2%p.)
  • 63. Benefits of Online / Offline Integrated Video Strategy: Incremental Reach 17 Mar 2015 Nielsen, Mar 2014 (19.3%) Average frequency: 5.3 7.8% 11.5% 56.5% (68.0%) Average frequency: 5.3 Exposed only to YouTube (NET REACH) Exposed to both YouTube and TV 18-44 Mobile reached 3.6%p. incremental reach on top to desktop
  • 64. Google Confidential and Proprietary Source: AdAge 2014, Brand Engagement in Participation Age Win consideration with an immersive, engaging experience you create Engagers are 4xmore likely to purchase Google Confidential and Proprietary
  • 65. 17 Mar 2015 Measuring: The Key to Performance
  • 67. GLD Template | Colo(u)r Palette based on go/Quantum #FF5621 #FFCBB B #FF8964 #FF5621 #E54918 #FF6D3F #FF3C00 #FF9700 #FFDFB1 #FFB64C #FF9700 #F47B00 #FFAA3F #FF9000 #F3B300 #FBE7B1 #F6CA4 C #F3B300 #EF9200 #FFCC3 F #FFBB00 #FFEA3A #FFF8C3 #FFF075 #FFEA3A #FABF2C #FFFF00 #FFE900 #CCDB3 8 #EFF3C2 #DBE674 #CCDB3 8 #AEB32A #EDFF40 #C5FF00 #8AC249 #DBECC 7 #ADD480 #8AC249 #679E37 #B1FF58 #75FF02 #0E9C57 #B6E0C C #56BA89 #0E9C57 #0A7F42 #68EFAD #00E575 #009587 #B1DEDA #4CB5AB #009587 #00786A #63FFD9 #1CE885 Deep OrangeOrangeGoogle YellowYellowLimeLight GreenGoogle GreenDeep Teal Colour palette DO NOT DELETE!!!!
  • 68. GLD Template | Colo(u)r Palette based on go/Quantum #5F7C8A #CED7D B #8FA3AD #5F7C8A #445963 #A2A2A2 #F0F0F0 #E0E0E0 #A2A2A2 #636363 #785447 #D6CBC 7 #A0877E #785447 #5C3F36 Blue GreyGreyBrown Colour palette DO NOT DELETE!!!!