Insights on Vietnam

In the last decade alone, the number of internet users in Vietnam has tripled to 49M (just over half of the total population). Fuelled by a rapidly expanding economy and a young population, 74% of Vietnamese access the internet daily mainly to chat, shop, watch video and connect on social media. Like many Southeast Asian countries, Vietnam skipped the desktop era and went straight to mobile: around 72% of Vietnamese adults now use a smartphone.

Vietnamese often celebrate Tet with traditional music, fireworks and fun gatherings with friends and family. The videos featured in this list also showcase the festive atmosphere and warm family reunion stories. The 3 trends that stand out include: 1. Combining celebrities with creative content: Personalities that have large followings such as Soobin Hoang son, My Tam, Bich Phuong... will draw in viewers when smartly combined with the brands' creative content. 2. Longer duration ads: If we look at the length of these Top 10 videos, all are longer than the standard 30-second spot of a TV commercial. This tells us audiences will stay engaged as long as brands tell them stories that are really compelling. 3. Stories over branding: People head to YouTube as an entertainment destination. Brands who prioritize fun, creative storytelling vs more product-focussed ads like a regular TV commercial will capture the hearts of their audiences on YouTube.
Consumer attention span might be decreasing, but for 2017, Vietnamese were most engaged with long-form ads going well beyond the traditional 30-seconds TV ad duration. This format, along with increasing cinematic quality, allows brands to tell compelling stories that resonate deeply with viewers.
The SEA internet e-Conomy will hit $50B by end-2017, driven by accelerated growth and investment in travel, media, ride hailing and e-commerce sectors
To inspire, educate, and facilitate digital advancement, BCG, Google, and Mindshare conducted an assessment of more than 100 companies across SEA.
To connect with Vietnam’s online users, knowing when, where, and what they search for is key. See our search trend predictions for the summer of 2017.

Top 10 YouTube Ads People Watched in Vietnam, Tet 2018

Watch the most creative ads in the region

#2 OMO TẾT 2018 - Tết trọn vẹn là khi… views
#3 Knorr – Vị Nào Làm Nên Tết? views

Think w/Google APAC on LinkedIn

Join a community of digital thought leaders and be inspired.