Search Advertising - Vietnam

Vietnam

Highlights

Ad spending in the Search Advertising market in Vietnam is forecasted to reach US$572.00m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 10.02%, leading to a projected market volume of US$1.01bn by 2030.
When compared globally, the majority of ad spending will originate from the United States (US$137.00bn in 2024).
Within the Search Advertising market, 44% of the total ad spending will come from mobile in 2030.
The average ad spending per internet user in the Search Advertising market is estimated to be US$6.57 in 2024.
Vietnam's Search Advertising market is experiencing rapid growth fueled by increasing internet penetration and digital ad spending in the country.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Search Advertising market in Vietnam has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends, and local special circumstances.

Customer preferences: Vietnamese consumers are increasingly relying on the internet to search for products and services, making search advertising an effective way for businesses to reach their target audience. With the rise of e-commerce and online shopping, consumers are actively seeking information and comparing prices online before making purchasing decisions. As a result, businesses are investing more in search advertising to ensure their products and services are visible to potential customers.

Trends in the market: One of the key trends in the Search Advertising market in Vietnam is the growing adoption of mobile devices. With the widespread availability of affordable smartphones and affordable data plans, more Vietnamese consumers are accessing the internet through their mobile devices. This shift in consumer behavior has led to an increased demand for mobile search advertising, as businesses recognize the importance of targeting mobile users. Another trend in the market is the rise of voice search. As voice recognition technology improves and becomes more widely available, an increasing number of Vietnamese consumers are using voice commands to search for information online. This presents new opportunities for businesses to optimize their search advertising campaigns for voice search, ensuring they are able to capture the attention of this growing segment of consumers.

Local special circumstances: Vietnam has a young and tech-savvy population, with a high internet penetration rate. This provides a fertile environment for the growth of the Search Advertising market. Additionally, Vietnam has a rapidly growing middle class with increasing disposable income, leading to higher consumer spending. As a result, businesses are keen to tap into this growing market and are investing in search advertising to increase their brand visibility and attract customers.

Underlying macroeconomic factors: Vietnam has been experiencing strong economic growth in recent years, which has contributed to the development of the Search Advertising market. As the economy expands, businesses have more resources to allocate towards advertising and marketing activities, including search advertising. Furthermore, the government has been actively promoting digital transformation and e-commerce in Vietnam, creating a supportive environment for the growth of the Search Advertising market. In conclusion, the Search Advertising market in Vietnam is witnessing significant growth due to changing customer preferences, emerging trends, and local special circumstances. With the increasing reliance on the internet for information and the rise of mobile and voice search, businesses are recognizing the importance of investing in search advertising to reach their target audience. The young and tech-savvy population, along with the strong economic growth and government support, further contribute to the development of the market.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.