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Digital MasterClass (Tet 2020 (3 things advertisers need to take note for…
Digital MasterClass
Tet 2020
Where users mentioning
46% on Google & 13% on YouTube
3 things advertisers need to take note for Tet 2020
Golden Moment
Tet is a time
to celebrate
entertainment
Music
VN users search for
40%
, more music content on the web during Tet than any other month
Comedy
VN users watch
20%
more comedy content on Youtube during Tet than any other month
Gaming
also a untapped opportunity for brands in Tet 2010
to indulge
food & recipes
Festive Food
New Food Trends
to renew
home care
Home improvement
(make your house sparkling)
Household cleanser
Floor cleaning
Abric stain removers
to greet & gift
wishes, gift hampers,
fortune telling, gambling
300% increasing on year 2019
Rising terms: quà tết, quà tết doanh nghiệp, quà tết cho sếp nữ/nam
Beverages and packages is the new Tet gift set
Bia, nước ngọt -
Tet is a time to hunt for Tet gifts
of homecoming & family vacation
travel
Tet ticket hunt
Tet is the golden time to travel back to your hometown for reunion. The "Tet ticket hunt" starts early, 18 weeks before the holiday.
vé máy bay tết, vé tàu tết, giá vé tàu tết, giá vé máy bay tết, bảng giá vé tàu tết, mua vé tàu tết
"Homecoming" is the all-time favorite curated content for Tet
về quê, du lịch tết, tour du lịch tết
to be new
shopping: beauty, fashion, gadgets
Personal Care
Ladies - short hair is the new trend last Tet: tóc ngắn, các kiểu tóc ngắn đep, tóc ngắn xoăn, tóc ngắn nhuộm, 20 kiểu tóc ngắn đẹp etc.
Fashion
Traditional Clothes with a modern twist: áo dài cách tân, áo dài cô ba sài gòn, áo dài cách tân 2019, áo dài cách tân nam
Consumer Electronics
New technology & new apps
Having fun with the consumer electronics: tech hack, music promotional
Memorable Message
1 > Content with Tet insight at least
Tradition & Trend: Parody & Reactions -
Trend: Tap into Gaming
2 > Build for the right objective
Awareness
Consideration
Action
Win their hearts, minds and wallets this Tet
3 > Put the "YOU" into Youtube
YouTube Director Mix
4 > Work with the celebrities
Not only create the HERO content
But also Amplify the message through the Youtube creators (KOL, reaction)
Perfect Timing
Tet related content views starts in
November
and accelerates in
December
Time it to Consumer Intent
Win Hearts, Minds and Dongs
Multiple Flight Options
Use the Full Google Solution
Google Marketing Platform
Media Consolidation with DV360
Buying through Display & Video 360
Unique Reach
Media Optimisation
Media cost efficience
Head up to 10 channels
Full Strategy in 5As
Audience
3 pillars of Audience data
Client Data (1Party): CRM, personal data (email, remarketing lists)
Google data: cookies from Google
Non-Google data (3rd-Party): e.g. buy from Grab
Audience Profile Tool: to help analyse the 1st party and match with Google Data
Ads
Data Driven Creative
Access
Analysis
Automation
Search
Reaching audiences beyond Top Cities in Vietnam
Find the Rural Audience
70% of Vietnamese Population
77% of rural Internet Access
91% of online rural access internet multiple times per day
87% with internet access use smartphone as their primary online device
2.5 hours per week
87% access using smartphone
99% access internet at home
so with Youtube
81% discover videos while searching on Youtube
82% watch YouTube for entertainment
69% watch comedy related content on Youtube
32M = 19M urban + 13.6M rural
Capture their Attention
69% rural without skipping ad vs. 52% urban skipping ad
46% like watching Ads that they can relate to
Rules of Engaging with Rural Audiences
Mobile First
Optimise for screen/ Plan for 3' screen
Vertical Video
Entertainment
Build Relevance - partnerships or content packs
Relatability
Reach
High reach and Campaign Coverage
Use optimal reach
Plan for at least 85% reach on YT + GDN audience (Broader demos recommended)
Use optimal frequency
2 times per week for driving awareness and higher for driving other brand metrics
Ensure max campaign coverage
Plan for all weeks across campaign period
Creative Strategy for
Trueviews
(30s video)
Celeb-rity/ration
Watchtime can help
Rural VNmese love entertainment musical
Be fun
Promotion
Creative Strategy for
Bumpers
(6s video)
Focus, focus, focus
Establish the ad
A flock of Bumpers
if you have more content than original 6s
Think beyond 30s
Stick the landing
Measure the Impact
Leverage Video Experiments and BLS (brand list survey)
Creative: test multiple creatives, ad sequencing and orchestration vs. one audience segment
Video formats: test which ad formats resonate most with your desired rural audience
Metrics used to measure
VTR
Cost per view
Watch time
Store Visits
Download
Conversions
Brand Lift (ad recall, awareness, consideration, favorability, purchase intent)
O2O
CVS Partnership in VN & Affiliate Extension for CPG
What is O2O?
More than 92% OFFLINE share %
Youtube is the new grandma
Chicken
Gà cúng
more than 3M views for users looking for innovative ways to decorate this traditional dish
Coconut Jam
Users look for Mứt dừa recipes 10% more during Tet than any other month
Dairy
Dessert Recipes & Healthy Eating
Gifting
is a part of dessert and healthy eating recipes
Emotional
Functional
Actionable
Digital audience in rural is mobile first
