ONLINE BEHAVIOR IN RURAL VIETNAM - Adtima

ONLINE

BEHAVIOR IN

RURAL VIETNAM

65% Of total population

62.5%

Buying value/ year$20 Bil

Total GDP

RURAL IS….

01RURAL EVOLUTION

Urban areas include central districts/ towns, other administrative units are rural

RURAL IS DEFINED BASED ON VIETNAM’S ADMINISTRATIVE HIERARCHY

Vietnam

6 Regions

5 Municipalities

68 Provincial

Cities510 Rural Districts 49 Urban Districts 36 Rural Districts

Wards Communes District TownsWards Communes Communes Wards District Towns Communes

58 Provinces

50 Provincial

Towns

Urban

Rural

Source: General Statistics Office of Vietnam, Nov 2018

There are total 1,587 Wards, 602 Town Districts and 8,973 Communes

RURAL IS THE FUTURE, WHERE OPPORTUNITIES ARE STILL AVAILABLE TO EXPLORE FURTHER

RURAL VS URBAN – AT A GLANCE

Source: Nielsen Rural Myth Buster 2017

POPULATION(TOTAL VN: 93.4 mil)

MONTHLY INCOME PER CAPITA

EXPENSE PER CAPITA GROWS AT NEARLY

EDUCATION

RURAL

67%70% rely on farming / fishing and hired labor

80$

40%

Post high school: 70.8%University: 3%

33%

160$

26%

Post high school: 88.9 %University: 14%

URBAN

URBANIZATION CREATE OPPORTUNITES FOR RURAL CITIZEN TO IMPROVE THEIR LIVING STANDARD

12

24.4

3234.5

2010 2015 2017 2018

Rural - Average yearly income

Unit: million VND

2.1

1.8

2010 2017

Urban - Rural Income Gap

-15%

Source: http://www.gso.gov.vn

02RURAL DIGITAL CONSUMPTION

IT’S CLEAR RURAL CONSUMER ARE NOW LIVING IN DIVERSIFIED MEDIA WORLD

AN INCREASING ADOPTION ACROSS DIGITAL DEVICES

Smartphone is inevitably a core device to access internet – 94% total internet users with 5%

increase from last year. Internet TV also gains significantly, +12% compared to last year

Smart phone

Source: Vietnam Touchpoint 2018.

Internet TV

Tablet

Feature Phone

2.7h

Time spent online

per day

RURAL

3.8h

Source: Adtima & Kantar Millward Brown – Rural Online study 2018

URBAN

Laptop

Desktop

88

9

13

14

2

3

94

17

9

6

2

2

Điện thoại di động thông minh

TV có thể truy cập mạng

Máy tính xách tay / Laptop

Máy vi tính để bàn

Máy tính bảng / Tablet

Điện thoại cơ bản (có thể vào mạng)

2017 2018

%

TOP ONLINE ACTIVITIES IN RURAL

Top DAILY ONLINE ACTIVITIES

91%SOCIAL NETWORK

1|

3| 90%INSTANT MESSAGE/

CHATTING

2| 91%ONLINE MUSIC

4| 90%ONLINE MOVIES

5| 81%ONLINE NEWS

Source:

Adtima & Kantar Millward Brown – Rural Online study 2018

Typical

REGIONAL ONLINE ACTIVITIES

INSTANT MESSAGE/

CHATTING

SOCIAL NETWORK

ONLINE MOVIE

ONLINE MUSIC

ONLINE MOVIE

ONLINE MUSIC

ONLINE COMMUNICATION

To attract their attention, the content/ message should be short and simple

INFORMATIVE – RELEVANCE – HUMOROUS are top 3 principles

AVERAGE TIME SPENT on daily online communication

65 minsper day

Source:


Straightforward message – simple steps

Sincere

Authenticity Simplicity

KEY

CHARACTERISTICSTOP 5 POSITIVE FACTORS IN

ADVERTISING CONTENT/ FORMAT

1 Informative 54%

2 Humorous 53%

3 Relevant to my need 50%

4 Fun music 43%

5 Short & concise 41%

28%UPDATE NEWS

ONLINE MUSIC

Top MUSIC GENRES

74%YOUTH MUSIC

1|

65%BOLERO

2|

Typical REGIONAL

ONLINE MUSIC

REVOLUTION

EDM

TRINH MUSIC

BOLERO

AVERAGE TIME SPENT on daily online music

60 minsper day

Source:


Difference by GENDER

BALLAD REVOLUTION

EDM

Difference by GENERATION

Gen Z

(15-24)

Gen Y

(24-34)

EDM BOLERO

Gen X

(35-50)

BOLERO

ONLINE NEWSTop ONLINE NEWS

62%BREAKING NEWS

1|

59%SOCIAL NEWS

2|

52%LIFESTYLE

3|

AVERAGE TIME SPENT on daily online news

28 minsper day

Typical REGIONAL

ONLINE NEWS

SPORT

NEWS

SOCIAL NEWS

LIFESTYLE

HEALTH

WORLD NEWS


HEALTH SPORT

Source:


ONLINE MOVIE/ VIDEOTop ONLINE MOVIE/ VIDEO

65%SERIES FILM

1|

65%MOVIES

2|

AVERAGE TIME SPENT on daily online movie/ video

82 minsper day

Typical REGIONAL

ONLINE MOVIE/ VIDEO

SPORT

TV SHOWS

SERIES FILM


SPORT

Source:


TV SHOW

SELECTED TIME WITH RELEVANT ACTIVITIES


06:00-09:00 09:00-12:00 12:00-15:00 15:00-18:00 18:00-21:00 21:00-24:00

Ad receptivity Online music Online news Online movie/video Online communication

Read News

Online Communication

& Entertainment

Online video

AD RECEPTIVITY OF DIFFERENT AD TYPES


8985

6557

100 99

2936

29

100

57

29

0

10

20

30

40

50

60

70

80

90

100

Static Display Ad Motion Display Ad Interactive DisplayAd

Native Ad Short Video Ad Long Video Ad

Exposed Popularity Ad Receptivity

03HOW TO WIN IN RURAL

HOW TO REACH THEM EFFECTIVELY

HOW TO DRIVE RELEVANCE WITH THEM

WHERE WHEN HOW

Identify detail rural area

where you want to focus

Time Targeting with

Relevant Platform

Different Audience offer

Different Content/

Message which their Need

UNLOCK RURAL WITH COMMUNITY HUB FOR BRAND ON ZALOUnilever community hub on Zalo to unlock rural with OMO is the vanguard

Follow OA Receive Welcome mess & Participate in

campaign

Receive top-up cards as rewards and participate in more activities on OA

Broadcast message for more promotions

UNLOCK RURAL WITH COMMUNITY HUB FOR BRAND ON ZALO

RECRUITING FOLLOWERS

FROM OMO CONSUMERS WHEN

THEY PURCHASING PRODUCT

AT OFFLINE STORES

UNILEVER

COMMUNITY

HUB ON ZALO


FROM DIGITAL ADS ON

ADTIMA PLATFORM, ZALO

ADS, FACEBOOK ADS


FROM EVENT

PARTICIPANTS AT

OFFLINE ACTIVATION

STRATEGY APPROACH

MARKETING UNDER A VIRAL MUSIC VIDEO TO UNLOCK RURAL

This summer, Bivina cooperated with Adtima, Zing MP3

and Huynh James & Pjnboys team to create a music video

which aimed at rural users (coastal people).

With ear-catching melody, “Uống Gì Nào” can be considered

as a "national anthem" for listeners to freely release all stress

after stressful working hours.

This song will probably continue the achievement of previous

songs to become the hit of this summer.

13.2M views on Youtube

6.4M listen turns on Zing MP3

https://www.youtube.com/watch?v=volaMDA5LyY

https://zingmp3.vn/bai-hat/Uong-Gi-NaoHuynh-James-Pjnboys/ZWAD6E6U.html?autoPlay=true

UNLOCK RURAL WITH COMMUNITY HUB FOR BRAND ON ZALO

BRIEF FROM BIVINA: MAXIMIZE

AWARENESS OF BIVINA

THROUGH A MUSIC VIDEOS

AND SPREAD OUT THE

MESSAGE “WORK’S DONE,

LET’S BIVINA“

TARGETING TO PEOPLE WHO IS

LIVING IN SEASIDE PROVINCE

Zing MP3

Youtube

KOLs on Facebook

PR on Thanh Nien,

Yeah1, Baomoi

LEVERAGE ZALO OA AND CHATBOT TO UNLOCK RURAL

“Anh Ba Chuẩn" - The reliable partner of modern

aquiculture.

The icon of "Anh Ba Chuẩn" was brought by Neovia

Vietnam - a member of world's leading group in the

field of animal nutrition and health.

To help aquiculture learning about "Three Standard"

models and get advice from experts everywhere &

everytime, “Anh Ba Chuan“ Zalo OA born.

Beside supporting useful and reliable information from

experts for aquiculture. Official Account is also a

useful information channel between people and

experts in fisheries sector, to create a good conditions

for those who need a quick and timely answer.

LEVERAGE ZALO OA AND CHATBOT TO UNLOCK RURALWith Adtima ecosystem, rural users can reach "Anh Ba Chuan“ Zalo OA throught Zalo ads (which

target on rural users) with following functions

Zalo AdsZalo Official Account Welcome message &

Submenu

Chatbot Broadcast message

THANK YOU

ONLINE BEHAVIOR IN RURAL VIETNAM - Adtima

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