1. Digital Marketing Trends Audience Environment Interactive HCMC – July 17, 2007 Prepared by: Russ Conrad Managing Director New Media Vietnam

2. Agenda Web 2.0 Trends Vietnam Internet Trends Marketing 2.0 Trends

3. Key drivers of online advertising Growth Time GDP Growth Lower Internet and ADSL Cost Increased Demand for Digital Advertising Higher Internet Penetration Improved Internet Infrastructure Greater Investment in Web Content Growth in Internet Advertising VIETNAM HAS IT ALL

5. Internet user growth pace in Vietnam in past 5 years (Source: Vietnam National Internet Center - http://www.thongkeinternet.vn/jsp/trangchu/index.jsp )

6. Vietnam is the leading SEA country in terms of # of users INCREASED ADVERTISING BUDGETS, AND THE MASS REACH OF THE INTERNET IN VIETNAM, WILL CREATE A LEAP FROM AFFECT IN ADVERTISING

9. Web 1.0 The mostly read only Web 250,000 Web Sites Published Content User Generated Content 1996: 45 Million Global Users The business 2.0 opportunities in S.E. Asia (Localization) Opportunity 2.0 Published Content User Generated Content 2006: 1 Billion + Global Users Collective Intelligence DoubleClick Ofoto Akamai mp3.com Britannica Online Personal Websites Domain Name Speculation Page Views Screen Scraping Publishing Content Management Directories(Taxonomy) Stickiness Adwords Flickr BitTorrent iTunes Wikipedia Blogging SEO & SEM CPC, CPA Web Services Participation Wikis Tagging (Folksonomy) Syndication

10. Webisodes Blog Marketing Flash Microsites Search Marketing Social Networking Web Seeding Viral Ads Advertorials Ad Serving Web Analytics Branded Games Globalization meets Web 2.0 MARKETING 2.0 Email Marketing Widgets

13. Viral Ad reaches 2m visitors spending avg. 8:54 min

14. Axe Thailand

16. Mitsubishi tries “TV-to-Online” cross-media marketing 15 Second TV Advertisement drove over 11 million hits in the 6 hours to the seewhathappens.com Superbowl TV Commercial Mitsubishi website 66% of these people watched the full 50-second spot 2+ times

17. Case Study: Doritos ‘Crash the Super Bowl’ DORITOS stats 1,100 movies 2,149,762 streams 17,949 “loves” 14,775 comments Doritos asked users to create their own Superbowl Commercial 5,000,000 media impressions

26. Source: Zenith Optimedia, WPP Report Total Ad Spend (US$) 451 2,698 2,103 6,968 45,536 3,125 8,826 102,148 2008 392 2,506 1,990 6,785 44,173 2,902 8,378 94,467 2007 343 2,339 1,893 6,652 41,750 2,762 7,920 87,698 2006 297 2,198 1,814 6,579 40,928 2,499 7,514 82,760 2005 263 2,100 1,751 6,798 40,323 2,247 6,948 78,801 2004 214 1,943 2,145 7,059 38,813 1,847 6,296 73,961 2003 162 1,687 1,961 6,776 38,845 1,850 5,758 69,988 2002 147 1,494 1,939 5,871 41,679 1,867 5,649 69,819 2001 131 1,275 1,793 5,945 42,388 3,546 5,935 71,303 2000 Vietnam Thailand Taiwan S Korea Japan Hong Kong Australia Asiapac

27. Online ad spend (US$) Source: Zenith Optimedia, WPP Report 8.0 40 117 539 4,111 22 883 5,733 2008 5.0 30 107 490 3,583 20 736 4,985 2007 3.0 22 90 446 3,027 18 589 4,207 2006 0.4 11 73 394 2,485 17 436 3,434 2005 0.3 9 59 343 1,677 16 286 2,408 2004 0.3 4 33 236 1,093 15 174 1,569 2003 - 4 29 162 781 10 123 1,116 2002 - 4 25 112 679 10 45 883 2001 - 6 26 119 545 14 61 777 2000 Vietnam Thailand Taiwan S Korea Japan Hong Kong Australia Asiapac

28. Source: Zenith Optimedia, WPP Report Online as % of total (US$) In 2008, Vietnam will pass it’s peer SEA countries in Percentage of budgets that go online 1.7% 1.5% 5.6% 7.7% 9.0% 0.7% 10.0% 5.6% 2008 1.2% 1.2% 5.4% 7.2% 8.1% 0.7% 8.8% 5.3% 2007 0.9% 0.9% 4.8% 6.7% 7.3% 0.7% 7.4% 4.8% 2006 0.1% 0.5% 4.0% 6.0% 6.1% 0.7% 5.8% 4.1% 2005 0.1% 0.4% 3.4% 5.0% 4.2% 0.7% 4.1% 3.1% 2004 0.1% 0.2% 1.5% 3.3% 2.8% 0.8% 2.8% 2.1% 2003 0.0% 0.2% 1.5% 2.4% 2.0% 0.5% 2.1% 1.6% 2002 0.0% 0.3% 1.3% 1.9% 1.6% 0.5% 0.8% 1.3% 2001 0.0% 0.4% 1.5% 2.0% 1.3% 0.4% 1.0% 1.1% 2000 Vietnam Thailand Taiwan S Korea Japan Hong Kong Australia Asiapac

29. Online as % of Total Adspend 2010 By 2010, the digital ad market is estimated to be $30,000,000 in Vietnam. What does this mean to Advertisers?