The Digital Video Advertising market in Vietnam has been experiencing significant growth in recent years.
Customer preferences: Vietnamese consumers are increasingly turning to digital video platforms for entertainment and information. With the rise of smartphones and affordable internet access, more people are accessing video content online. This shift in consumer behavior has created a demand for digital video advertising, as brands and marketers seek to reach their target audience through these platforms.
Trends in the market: One of the key trends in the digital video advertising market in Vietnam is the increasing popularity of short-form video content. Platforms like TikTok and Instagram Reels have gained immense popularity among Vietnamese users, who are spending more time watching and engaging with these short videos. As a result, advertisers are focusing on creating short and impactful video ads that can capture the attention of viewers within a few seconds. Another trend in the market is the growing adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making it more efficient and cost-effective. In Vietnam, programmatic advertising is gaining traction as advertisers look for ways to optimize their ad spend and reach a wider audience. This trend is expected to continue as more brands and marketers embrace the benefits of programmatic advertising.
Local special circumstances: Vietnam has a young and tech-savvy population, which makes it an attractive market for digital video advertising. The country has one of the highest smartphone penetration rates in Southeast Asia, and internet access is becoming more affordable and accessible. This has created a large and engaged audience for digital video content, providing advertisers with ample opportunities to reach their target market. Furthermore, Vietnamese consumers are highly active on social media platforms, which presents additional opportunities for digital video advertising. Platforms like Facebook and YouTube are widely used in Vietnam, and brands can leverage these platforms to reach a large audience and drive engagement.
Underlying macroeconomic factors: Vietnam's strong economic growth and rising middle class are also contributing to the development of the digital video advertising market. As disposable incomes increase, consumers have more purchasing power and are more likely to engage with brands and products. This presents an opportunity for advertisers to promote their products and services through digital video advertising. Additionally, the government's efforts to improve internet infrastructure and promote digitalization are also fueling the growth of the digital video advertising market in Vietnam. The government has made significant investments in expanding broadband coverage and improving internet speeds, making it easier for consumers to access digital video content. This infrastructure development, coupled with favorable government policies, has created a conducive environment for the growth of the digital video advertising market in Vietnam.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on digital video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).Modeling approach:
Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, and digital consumer spending.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.
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