Key regions: United States, Europe, United Kingdom, Japan, Germany
The TV & Video Advertising market in Vietnam has seen significant growth in recent years, driven by changing customer preferences, emerging trends in the market, and local special circumstances.
Customer preferences: Vietnamese consumers have shown a strong preference for digital content consumption, with a significant shift towards online video platforms and streaming services. This shift is driven by factors such as increasing internet penetration, affordability of smartphones, and the availability of high-speed internet connectivity. As a result, advertisers have recognized the need to reach their target audience through digital channels, including TV and video advertising.
Trends in the market: One of the key trends in the TV & Video Advertising market in Vietnam is the rise of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences based on their demographics, interests, and online behavior, resulting in more personalized and effective campaigns. This trend is fueled by advancements in technology and the availability of data-driven advertising platforms. Another trend in the market is the integration of social media platforms with TV and video advertising. Vietnamese consumers are highly active on social media platforms, and advertisers are leveraging this trend by incorporating social media elements into their TV and video campaigns. This integration allows for greater engagement with the target audience and the ability to track campaign performance in real-time.
Local special circumstances: Vietnam has a young and tech-savvy population, with a high percentage of internet users and smartphone owners. This demographic profile creates a conducive environment for the growth of the TV & Video Advertising market, as advertisers can effectively reach their target audience through digital channels. Additionally, the Vietnamese government has been supportive of the digital advertising industry, implementing policies and regulations that promote its growth.
Underlying macroeconomic factors: The Vietnamese economy has been experiencing steady growth, with an expanding middle class and increasing disposable incomes. This economic growth has led to an increase in consumer spending, including spending on entertainment and media consumption. Advertisers are capitalizing on this trend by investing in TV and video advertising to capture the attention of the growing consumer base. In conclusion, the TV & Video Advertising market in Vietnam is developing rapidly due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers are adapting to the digital landscape and leveraging technology to create personalized and engaging campaigns that resonate with the Vietnamese audience. As the market continues to evolve, it presents opportunities for both local and international advertisers to tap into the growing consumer base in Vietnam.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).Modeling approach:
Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. 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, population, media consumption, internet users, consumer spending, 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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