5. Mass Medium Advertising Data points
Reach
● Viewership
● Circulation
● Position
Segmentation
● Program
● Theme/ Niche
● Neighborhood
Location/Positioning
● Prime time, spot positioning
● Topic relevancy, front/back
● Size in m2
6. Classical Marketing
?
● High awareness marketing expenditures
● Untrackable results
● No direct correlation between Marketing and Sales
● Flexibility limited for adjustments
9. 27 May 2015
Majority of Your Target Age Group are Online
Average 56% of Vietnamese 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. 27 May 2015
People are Looking to Travel Online
700 Million Queries
over the last 12 months
in Vietnam
18. USA
Australia
Great Britain
France
Germany
Russia
Japan
Singapore
Canada
Malaysia
Top 20 Outbound Countries Based
on Search Queries
Hong Kong
USA
Thailand
Singapore
Germany
Malaysia
Great Britain
Cambodia
Italy
France
Vietnam
People are Looking to Travel Online
Thailand
Spain
Italy
India
Netherlands
Korea
Hong Kong
Indonesia
Philippines
Switzerland
Japan
Australia
China
Spain
Indonesia
United Arab Emirates
Philippines
Brazil
Korea
Belgium
Top 20 Inbound Countries Based
on Search Queries
20. 27 May 2015
Videos Bring Life to Travellers’ Destination
Dreams, Particularly in Emerging Markets
TNS Travel Accommodation Study
have seen a video about
their destination
of emerging
market travellers
52%
of mature
market travellers
36%
21. 27 May 2015
Videos Bring Life to Travellers’ Destination
Dreams, Particularly in Emerging Markets
TNS Travel Accommodation Study
that online videos strongly
influence their decision on what
accommodation to choose in
emerging markets
80% agree
that online videos strongly
influence their decision on what
accommodation to choose in
mature markets
70% agree
23. Measuring Impact
GDN - Google Display network:
Reach/ Impressions
Click-through rate
Bounce rate/ Time on site
Conversion rate
CPA - Cost per Acquisition/Action
24. Clicks in 7 days: 792K
1% become customers
→ 7,920 customers / week
7,920 x 100,000VND
= 792M VND > 700M VND
27 May 2015
Google Display Network (GDN): Case Study
25. Channels for data-driven Marketing
Awareness Interest Desire Action
Google Display Network
Youtube
Voucher Marketing
Google Display Network
Google Search (SEM)
Facebook
Affiliates
Google Display Network
Referrals
Email Marketing
Website banners &
content
CHANNELS