Vietnam Think Finance Webinar 3 Nov 2020
Vietnam Think Finance Webinar 3 Nov 2020
THINK FINANCE
Emily Nguyen
Head of Industry
Finance, Apps & Travel
Vietnam
Think Finance - Vietnam
Proprietary + Confidential
Agenda
Wang Zhi
Analytical Consultant
Vietnam
Vietnamese Consumers
Source: 1 “There is something for everyone: What are people in Vietnam watching online?”, Think with Google, Aug 2020 Confidential & Proprietary
2
Google Trends, VN, Aug ‘19 - Jul ‘20
Prudent consumers do their research before committing to a
new financial product
TOP SOURCE
21 % 65 % 53 %
Source: TNS / Google Finance Path to Purchase Research, Vietnam, 2017, n=500
Confidential & Proprietary
Proprietary + Confidential
Financial information
at their fingertips
Source: Google Trends, VN, Aug 2019 - July 2020 Confidential & Proprietary
Cash is not the only thing consumers carry around; they also
carry different cards
10X
increase searches for
Credit Card
5X
increase searches for
Debit Card
since 2017 since 2017
Vay tiền online 22% YoY vay tiền online nhanh trong ngày
Source: Google Trends Data, VN Aug 2019 - July 2020 Confidential & Proprietary
Protection for future is becoming top of mind
3X
increase searches for
Insurance
since 2017
Source: Ipsos global advisory platform survey conducted May 14 - 21st 2020 among adults aged 18-74 in Vietnam, n=1500 Confidential & Proprietary
App MAU
Source: App Annie Finance category, VN, Aug 2019 - July 2020 Confidential & Proprietary
Building Brand Winning Customers Unlocking App
Ignite consumers’ interest on Capture consumers’ intent on Create customer focused
YouTube Google Search and be part of solutions in their pockets
their research journey
Kurt Moddemann
Industry Manager - Finance
Vietnam
Proprietary + Confidential
National TV plan simulation (1,000 GRP) National YT plan simulation (40% Reach)
Target audience: MF, 18+ Target audience: MF, 18+
(Kantar) (Google Ads Reach Planner)
TV IN REACH
PLANNER
Visualise and plan the
optimal mix of TV and
YouTube to get the
maximum reach for your
investment
CROSS MEDIA
REACH REPORT
OR XMR
Powered by historical TV
ratings from Kantar, Nielsen
and Google’s data
36%
higher reach with 18-49
year olds than national TV
125
18–20 21–24 25–29 30–34 35–39 40–44 45–49 50–54 55–64 65+
0
5yrs
younger of an audience
reached on average
Google Blast
1. Capture Awareness 2. Connect & Engage 3. Convert to Action
Capture various audiences through Connect with your potential users Lead your users to the path of
engagement & be omni-present on through advanced audience signals conversion by utilizing Inmarket,
search Custom Intent & Remarketing
Blast: 2 - 7Days
audiences
Tease: 1-2 10-30 Days 10-30 Days
Days
Refresh List
Intent
Google Blast
Intent
Tu Do
Vice Chairman of TPBank
Proprietary + Confidential
Google Search
App campaigns
YouTube 18 - 44 blast
120M 22.4M 5+
ad impressions Unique reach Average # of
time ads seen
50% +9%
Branded Search Brand consideration
lift
Thuat Nguyen
Senior Account Manager - Finance
Vietnam
Proprietary + Confidential
Tet
22%
20% 12%
> 2X + 22%
Videos containing “Online banking”
finance related related YouTube
contents 1 searches 2
Source: 1 “There is something for everyone: What are people in Vietnam watching online?”, Think with Google, Aug 2020 Confidential & Proprietary
2
Google Trends, VN, Aug ‘19 - Jul ‘20
Proprietary + Confidential
Premium impressions on
1.4B exclusive Tet inventory ViettelPay
Tết dễ dàng với ViettelPay
Masthead 2
1
Premium Content - Channel
Roadblocks
SPORTS GAMING
ENTERTA
MUSIC MOVIE
INMENT
3
Audience Targeting
Topic, Interest & Affinity
GAMING FOOD BEAUTY
Source: 2020 Tet Playlist - Not The Full List- For Reference
Confidential & Proprietary
Proprietary + Confidential
Line ups
Buying
flexibility
Gaming AND MORE
Advanced audiences in Instant Reserve
Easy to manage:
● Guaranteed impression booking with
targeting layers and auction buying
● Measured by brand lift
Impression 500M
(month)
70M 90M 150M 220M
Male Female Male Female Male Female Male Female Male Female
Gender
60% 40% 48% 52% 77% 23% 58% 42% 55% 45%
Age
<24 : 62% 52% 48% 44% 64%
25- 34 : 35% 29% 29% 32% 21%
35+ : 13% 19% 23% 24% 16%
27% 9% 13%
lift in ad recall for Google lift in purchase intent for Google lift in awareness for Google
Preferred Lineups, now Preferred Lineups, now part of Preferred Lineups, now part of
part of YouTube Select YouTube Select Lineups YouTube Select Lineups
Lineups
Source: Google Preferred Lineups (now part of YouTube Select) Brand Lift, 2019, Google Preferred launched countries (across all studies measured)
A quick recap
Your own Tet plan
Line-ups instant reserve
Tet Sponsorship
Premium reach & content
Uyen Nguyen
Strategic Growth Manager
for Vietnam SMEs
Proprietary + Confidential
75%
Vietnamese consumers do Pre-purchase
research in Finance purchase
95%
Research online at some point during
their path to purchase
Source: TNS / Google Finance Path to Purchase Research, Vietnam, n=500 Confidential & Proprietary
Proprietary + Confidential
22 days
VN average
Source: TNS / Google Finance Path to Purchase Research, Vietnam, n=500 Confidential & Proprietary
Proprietary + Confidential
AFFINITY
AFFINITY searches thanh toán mua sắm các loại thẻ thẻ tín dụng
Related to your product & online trực tuyến ngân hàng là gì
relevant to consumers who
(might) buy your products
Lowest Reach
AFFINITY
20% PARTICIPATE
Impression Coverage
COMPETE CATEGORY
LEAD BRAND
LEAD
100%
Highest Impression Share/ Must win battle Lowest Reach
ABC Bank thẻ tín dụng phí TTD thẻ ngân hàng
Thẻ BBB bank mua sắm online
KW examples Thẻ tín dụng ABC
Thẻ CCC cashback
thẻ visa rút tiền TTD thanh toán trực
ưu đãi du lịch
Thẻ ABC premier TTD cashback ưu đãi TTD tuyến
Lead
70-90% Impression X X
share
Compete
50-80% Impression X X X
share
Participate
20-50% Impression X
share
Source: Google Data, Global. Compared to advertisers that run Search only. Confidential & Proprietary
Proprietary + Confidential
YT YT+ YT+
YouTube + Display Display
YT
Display
Source: IPSOS, March 2020. Representative sample of US online users, use YouTube at least monthly, Ages 18-64. Exposed to CPG, Auto and/or Retail
advertising. n (control) = 5404, n (video) = 3604, n (display & video) = 3602
Confidential & Proprietary
:
Proprietary + Confidential
Location
More
Attribution Desktop
Conversions
GoogleMax
Growth
More Auctions
Marketing
Mobile
Strategy Intent
CRM Data
More Products &
formats
Results:
Business challenge
Google Max vs. Normal Search + Discovery only:
Can having a unified performance solution across
search, video and display ads complement existing 7.7x -69% +38%
strategies for a cross-channel approach to help drive conversions cost (per lead) conversion rate
incremental leads at scale?
“SCB can now capture more quality leads at a lower cost threshold, thanks to the
Google Max solution. This lead-gen solution bundling helps SCB to meet consumers
Approach who are looking for the financial product that we offer, at the right point in their
purchase journey.”
- Anan Jinawong, Senior Vice President, Digital Marketing SCB
Experiment Normal vs. Google Max solutions:
- Control group: Search + Discovery campaign
- Test group: Search + Smart Display Campaign +
Discovery ads + Trueview for Action
10
Improving lead
Current Approach 100 40 quality -> more sales
Leads Qualified Sales
Leads
Improved ROI
Conversion tracking
Engaged visitors
Pages visited Newsletter sign-ups Brochure downloads
Online
Leads
Phone calls Form submissions
Conversion tracking
Qualified leads
Marketing / Sales qualified leads
Offline
Buyers
Closed deal
Gain a deeper
Measure offline Import these Distinguish between Leverage this
understanding of how
conversion events events directly into clicks and queries that intelligence to unlock
each online click drives
up to 90 days Google Ads. lead to high vs. low better bid
offline actions
after the click. quality leads. optimization.
3
IMPROVE LEAD QUALITY WITH
AUTOMATION
Leverage the power of 1st party data together with
Google automated Offline Conversion Tracking to
improve lead quality & ROI
takeaways
Confidential & Proprietary
Proprietary + Confidential
Kat Tong
Senior Business Development
Finance
Proprietary + Confidential
By 2021, there will be 6.3 trillion in transaction value flowing through apps
Global downloads of
Finance App reached 4.3B,
growing +14% YoY
VN is growing at +33%
YoY
Source: App Annie Finance category, global and VN (Aug 2019 - Jul 2020)
In Vietnam, downloads of finance apps are rapidly growing Proprietary + Confidential
E-payment
Bank
E-payment
Bank
Bank
E-payment
Loan
Reward
Bank
Bank
Bank
Bank
Stock
E-payment
Credit Card
Bank
“20% higher mobile “10 cents vs. $4” “27% more revenue in “Alleviated peak
app ticket value vs. basket size” time lines”
in-store”
SOURCES: QSR Magazine, May 2015 here, Bain 2017 here, Retail Dive 2015 here Confidential & Proprietary
Proprietary + Confidential
32
29
25
$4 10¢ 22
17
14
● Deposited checks
Checked account balance
5 ●
● Transferred money
● Disputed a transaction
● Received/resolved an acct alert/issue
1.8 1.6
● Find banking locations/hours
● Made a payment
1 ● Made a person to person money transfer
App Website ATM In Person
Confidential & Proprietary
SOURCE: Kantar and Google Value of Apps Study 2019, not shown: on the phone < 1
Proprietary + Confidential
Source: Liftoff, Mobile Finance Apps report - Webinar (Apr 17, 2019) Confidential & Proprietary
Proprietary + Confidential
2 millions
Install
Think Finance
Proprietary + Confidential
THANK
YOU!
Proprietary + Confidential
Q&A