Vietrep Pulse #2: Vietnamese Advertisement - Highlights
Couple weeks ago, I read a quick interview article about Bob Jeffrey , Worldwide Chairman and CEO of JWT - the fourth largest advertising agency in the world, in Forbes Vietnam Magazine. He said some highlights about the Vietnamese advertisement landscape that is really worthy to keep in mind.
- The percentage of households having TV sets is 90 percent
- The average hours of daily watching TV are 229 mina (3 hours 49 mins, almost 2 Hollywood movies)
- For advertisers, Vietnamese countryside accounts 70 percentage of Vietnamese advertising market and TV is still a dominant advertisement channel to send their messages due to the broad spread.
- The challenge of Vietnamese companies is increasing the value of brand equity (giá trị thị trường của thương hiệu). TV is still an effective mechanism to build the brand equity.
- Watching TV is now happening on computers, laptops, and even smart phones.
- Technology doesn't kill the old-fashion media, but it supports the traditional media.
- Cool: JWT and advertisers are trying to create ideas that can transfer messages in different media platforms.
- Super Cool: The future of advertisement focuses on attracting consumers to participate in brand engagement and creating their own contents. Five years ago, nobody knows about brand engagement and retail activation; however, it's a real conversation between brand and consumers.
- JWT has 20 percent of revenue from non-traditional media. Therefore, they are focusing on acquiring those non-traditional media companies in digital media and retail activation
Educate myself and yourself.
Brand Engagement
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