3. Collect every piece of data in the user journey and organize properly
Analyze to understand deeply audience & their interaction /
engagement
Use big data / machine learning / AI technology for future campaign
optimization
detail in the next section
T H E R I S E O F
#DATA-DRIVEN
A D V E R T I S I N G
Build campaign KPIs
Imagine how users experience ads
& brand message
Build strategy / plan
4. • Allocate budget for mobile
• Pick the right format
• Pay attention to vertical experience
detail in the next section
#MOBILE
AD GROWTH IS A
DRAMATIC STORY
2016
mobile spend > desktop spend globally
2018
mobile video spend > desktop globally
48milsmartphone / 130mil mobile subscription in Vietnam
Mobile traffic > desktop traffic
5. ADVERTISING IS GROWING
DRAMATICALLY#NATIVE
Driving higher brand lift and engagement
Forecast 74% ad revenue by 2021
Fit completely to mobile’s growth
• Scalability
• Creative (how to make it nature)
• Native by audience’s interest
detail in the next section
CHALLENGES
7. It’s not just 15s or 30s, but shorter.
6s totally fit for mobile experience and outstream
Leading by Youtube Bumper Ads and Facebook
Moving to local publishers next year
Unilever sample, Kia sample, Coca-Cola sample
Creative: how to make a
6-second TVC properly?
6 SECONDS
CHALLENGES
8. #PROGRAMMATIC
BUYING – DATA DRIVEN, HIGHLY TARGETED,
AUTOMATIC AD BUYS AND PLACEMENTS
• Brand safety
• Ad fraud
• Viewability
US PROGRAMMATIC DIGITAL
DISPLAY AD SPENDING 2015-2019
Bilions, % change and & of total digital display ad spending*
CHALLENGES