At the recent MMA INNOVATE Vietnam event held in Ho Chi Minh City on June 28, 2024, Tran Thi Thanh Mai, General Director of Kantar Media Vietnam, delivered an insightful speech titled ‘Turning Complexity into Simplicity’. Her address highlighted the challenges and opportunities facing advertisers in the rapidly evolving Vietnamese media landscape.
The Data Dilemma
Mai began her speech at MMA INNOVATE Vietnam by addressing a critical issue in the marketing industry: the abundance of data yet the scarcity of actionable insights. Quoting Forbes, she noted that despite the vast amounts of data available, many brands struggle to derive meaningful insights from them. This is particularly relevant in Vietnam, where 9 out of the 15 most rapidly developing brands are local. These brands often thrive by making swift decisions without spending excessive time analyzing data.
Media Consumption Trends in Vietnam
Vietnamese consumers are avid media users, spending significant amounts of time on various platforms. On average, they spend 138 minutes on social media, 92 minutes on video-on-demand (VOD), and 68 minutes on linear TV daily. Within the VOD segment, there’s a distinction between subscription-based (SVOD) and ad-supported (AVOD) services.
The Overlap Challenge
A key point Mai emphasized was the need to be cautious about frequency counts. Consumers often engage with multiple platforms simultaneously, leading to overlapping viewership. This overlap can skew data, making it seem like there are more active social media accounts than there actually are. Such discrepancies necessitate changes in brand strategies. For instance, PNJ shifted their focus from pushing frequency to boosting reach, aiming to cover a broader audience and minimize the risk of overlapping viewers.
Navigating Data Complexity with the Halo Framework
Mai introduced the audience to the Halo framework, developed by the World Federation of Advertising (WFA), as a tool to navigate the complexities of data. Halo helps brands optimize their marketing plans by providing data from their own brands, not from competitors. This framework has been successfully adopted in the UK by ISBA with the Origin program and in the USA by ANA with the Aquila project.
Adapting the Framework for Vietnam
The Vietnamese market presents unique challenges, as almost every television channel has a YouTube equivalent, making YouTube a primary source of long-format content. Mai suggested that the Halo framework could be adapted to fit the Vietnamese context, ensuring that it addresses the specific needs and behaviors of local consumers.
Strategic Options for Advertisers
Mai concluded her speech by presenting three strategic options for Vietnamese advertisers:
- Continue to let the seller control the game: This approach means relying on external parties to dictate advertising strategies, which may not always align with a brand’s best interests.
- Wait for WFA Halo to roll out in Vietnam: Patience may be required, but this option could provide a structured and proven framework for optimizing marketing efforts.
- Take control now: By proactively managing data and minimizing wastage through unwanted frequency, brands can take charge of their marketing strategies and drive more efficient outcomes.
Conclusion from MMA INNOVATE Vietnam
Tran Thi Thanh Mai’s speech underscored the importance of turning data complexity into actionable simplicity. By understanding media consumption trends, being mindful of data overlaps, and leveraging frameworks like Halo, Vietnamese advertisers can navigate the evolving landscape more effectively. Ultimately, the choice is theirs to make—whether to wait, follow, or lead in this data-driven era.
