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Google Condential and Proprietary 1 Google Condential and Proprietary 1

Google Display Network Vietnam

Presented by: Jason Le & Phat Hong

Date: 29 May 2013


Ni Dung

Hiu Bit V Ngi Tiu Dng Trc Tuyn Vit Nam

Nhng Hiu Bit V Ngi Dng Google

Mang Hin Th Google Lm th No Tip Cn Khch Hng

Google Gip Mng Trc Tuyn Tng Hiu Qu Kinh Doanh Cho Bn

Cc i Tc Google

1

2

3

4

5


Hiu Bit V Ngi Tiu Dng Trc Tuyn Vit Nam


71%

Tin Tc 54%

47%

Tm Kim Tng Qut (Google, Yahoo etc)

46%

Gii Tr/Tr Chi 38%

1

2

3

4

5

36%

Phim nh/Truyn Hnh 25%

Kt Ni Mng X Hi (Facebook etc)

25%

25%

24%

6

7

8

9

10

Thng Tin Gii Tr

mNhc

K Thut & Cng Ngh

S Kho &Th Thao

Phim S

5 TNS Vietnam Digital Profiling July 2012 Question: Q17 Types of websites used daily Sample base: Vietnam internet users n=1,010

Tm kim l mt hot ng ph bin nht khi khch hng truy cp mng Internet 71% khch s dng s dng tm kim mi ngy. Ngi dng Internet tm kim tin tc, gii tr, kin thc mi v kt ni vi bn b.

Types of sites visited daily

Google Condential and Proprietary 6 Google Condential and Proprietary 6 6

69%$

23%$

84%$

Mua Hng

Tip Tc Nghin Cu Trc Tuyn

Nghin Cu Ngoi Tuyn

TNS Vietnam Digital Profiling July 2012 Question: Q31 Online advertising. Q33 Online advertising action Sample base: Vietnam internet users n=1,010; Recall online advertising n=786

Gn 8 trong 10 lt khch nh nhn hiu sn phm qung co trc tuyn v tm hiu su hn qua cc trang websites trc tuyn. Gn 1 trong 4 lt khch nh nhn hiu sn phm qung co trc tuyn quyt nh mua hng hoc thng hiu.

Hnh$ng$Sau$Khi$Thy$Qung$Co$

78%$YES$

Qung Co Trc Tuyn Dn Ti Nghin Cu Su Hn Trc Tuyn


Ngoi Tuyn, Ngi S Dng Internet Vit Nam Xem Xt Nhn Hiu Qung Co Trc Tuyn v Tch Cc So Snh Cc Sn Phm, Gi Cho Bn B V Thm Cc Ca Hng.

Nghin Cu Ngoi Tuyn

44%$

37%$

30%$

So snh cc nhn hiu/sn phm

Gi Cho Bn B, ng Nghip, Gia nh

Thm Ca Hng/ Chi Nhnh/ Nhn Hiu (Top 3 )

TNS Vietnam Digital Profiling July 2012 Question: Q33 What did you do after seeing the advertisement on the internet? Sample base: Vietnam internet users, recall online advertising n=786

Qung Co Trc Tuyn Vi Hnh ng Ngoi Tuyn 7 Trong 10 Lt Khch S Dng Internet


8

S Thay i Trong Vic S Dng Mng Truyn Thng Vit Nam Thi Lng dng Internet hn 2.5 ln so vi xem TV

Base: All Respondents (Natural fall-out)

* Theo Nghien Cu Ca TNS Australia

n=1094

S dng Phng Tin Truyn Thng

36h

14h

3h

6h

- Ngi dng Internet Vit Nam xem trung bnh 6.2 trang web mt ngy*


TNS Vietnam Digital Profiling July 2012 Question: Q32 Online advertising attitude? Sample base: Vietnam internet users, recall online advertising n=786

Thi i Vi Cc Nhn Hiu Qung

Co Trc Tuyn

Tng Nhn Thc V Nhn Hiu

Khm Ph Nhn Hiu

Xy Dng Hnh nh Tt Cho Thng Hiu

- 2/3 ngi dng - Qung co trc tuyn nh mt cch tng kin thc & nim tin v nhn hiu

- 53% ngi dng - Qung co trc tuyn l cch tt bit n cc khuyn mi v gim gi

i

Ngi Tiu Dng Ngh G ?


Nhng Hiu Bit V Ngi Dng Google


MUA

Online Reviews

Newspaper

Magazine

Friends

Social Media

Advertisements

In-Store

Blogs

Television

Radio

Ngi Tiu Dng Tm Kim Thng Tin T Cc Ngun Khch Nhau

Source: Think Auto 2011 (USA)


ng Dn Cch Thc Ngi Tiu Dng Mua Hng

Mua Hng

Finding the best deal

Ng tiu dng tm kim trc tuyn

Qu trnh nghin cu; c nhn xt

Thm trang web nhn hiu v im mua hng

Nhn Bit Hnh Trnh

96.3%&

18%&

46%&

Xem Xt im Mua Hng

Quan Tm Quyt nh

3.8 tr ngi s dng 28 tr trang xem/thng 2,500 trang


Bn c bit Ngi s dng Internet Vit Nam xem trung bnh 6 trang

websites mt ngy

Vi Cu Hi Trc Tm Lt

Cu Hi #1

Bn c bit

2/3 ngi tham gia kho st cho bit h hiu bit thm v

thng hiu qua cc qung co trc tuyn.

50% ngi dng cho bit qung co trc tuyn l cch rt tt bit cc khuyn mi v gim gi.

Cu hi #2 Cu Hi #3

Cng vi mng Tm kim, Mng Hin Th Google Tng Hiu Qu Kinh

Doanh ?%

+22% Tng Lng Mua Bn Hng So Vi Ch Mng

Tm Kim


Mng Hin Th Google Lm Th No Chng Ti C Th Gip Bn Tip Cn Khch Hng Hiu Qu


Quyt nh u T Tt Hn

Bng cc hiu bit su v ngi tiu dng, hiu sut hot ng v cc chuyn

ngnh mc tiu

Nm Bt Khonh Khc Quan Trng

Bng cch tip cn hng t ngi s dng mng, ng ni ng lc, vi thng ip & tri nghim p ng nhu cu c nhn m khch hng

yu thch

Google Gip Bn Nm Bt C Hi Trn Internet

Chng Ti H Tr:

Hot ng Mnh M, Nhanh Chng,

Hiu Qu Bng cch s dng cc cng ngh ti u p ng c

cc nhu cu kinh doanh a dng


Qung Co Vn Bn

Qung Co Hnh nh

Trang Web V Cc Trang Trn Thit B in Thoi Thng Minh

Mng Hin Th Google (Vietnam) Cc Dng Qung Co


Nm Bt Khonh Khc Quan Trong

Bng cch tip cn hng t ngi s dng mng, ng ni ng lc, vi

thng ip & tri nghim p ng nhu cu c nhn m khch hng yu thch

Google Gip Bn Nm Bt C Hi Trn Internet


Tm

Ki

m

c Thy Qung Co Samsung Mi

Xem Video v cch ci t playlist

Tm Kim khuyn mi cho in thoi Samsung mi

Tm Kim: Buy Samsung New phone

Mn

g H

in

Th

Nhn Bit Quan Tm Xem Xt Mua Hng

Thm Cc Khon Khc Lin H Khc

Tip cn ngi tiu dng ng ni, ng lc trong qu trnh mua sn phm

Tm Kim: Samsung New Phone reviews

c cc nhn xt v cc sn phm khc

Ti Sao Mng Hin Th Google ?


Xc nh ng i Tng

Khch Hng

Gi C Hp L

Nhn Thc V Thng Hiu

Ngi Tiu Dng Mi

Tip cn thm gn 20% lng khch mi so vi

lng khch Tm Kim*

Quyn kim sot cc trang web hin th qung co ca bn

H tr cc dng qung co sng to v hp dn

C tim nng r hn so vi mng Tm Kim*.

* Source: GDN Performance Trends Whitepaper http://www.google.com/ads/research/gcnwhitepaper/

Mng Hin Th Google Gip Bn


Nhm Mc Tiu Theo Ng Cnh

Khch Hng Mc Tiu

Cc Dng Qung Co Nhm Mc Tiu i Tng

Qung co hin th trn cc trang i tc

V

Mng Hin Th Google (Vietnam)

ng Qung Co Cho ng i Tng Ti ng Thi im


Quyt nh u T Tt Hn

Google Gip Bn Nm Bt C Hi Trn Internet Chng ti gip bn

Bng cc hiu bit phn tch su v ngi tiu dng, hiu sut hot ng v cc chuyn ngnh mc tiu.


Google S Dng Cng Ngh Google 1 mng li, 4 cch nhm mc tiu v hng ngn trang web vi ni dung phong ph v cht lng

Hot ng Linh Hot Mt lot cc hnh thc nhm mc tiu v cc dng qung co.

Mng Thung Hng V Tr tt trn cc trang Web hng u Vietnam.

Cch t Thu Nng ng = ROI (Hiu Qu Kinh Doanh) Tu vo mc ch ca chin dch, m hnh t thu CPC hoc CPM gip t kt qu mong mun.


Google Gip Bn Nm Bt C Hi Trn Internet Chng Ti Gip Bn

Hot ng Mnh M, Nhanh Chng

Hn Bng cch s dng cc cng ngh nhm mc tiu ti u p ng

c cc nhu cu kinh doanh a dng


Mng Hin Th Google 1 Mng Li, 4 Cch Nhm Mc Tiu Khch Hng

Ng Cnh T Kho

Ch Ng Cnh

V Tr t

T Kho + Tr t

Da Trn i Tng Tip th li cho khch hng tng thm trang web ca bn Bn chn danh sch khch hng mc tiu v cho qung co hin th ti cc khch ny khi h thm cc trang trn mng hin th.

Nm bt khch hng qua cc ch chnh trong cc trang web Chn cc trang website tu thch v nh hng ch qua t kho

Nm bt khch hng qua cc trang web tu chn Chn cc trang website i tc tu thch hoc trang con ca websites

Nm Bt Khch Hng Qua Cc Ch Chn cc nhm trang web trong cng cc nhm ch

Nm bt khch hng theo ni dung trang web Bn quyt nh ch trang web qua cc t kho. H thng s hin th qung co ca bn trn cc trang c t kho ph hp

Nhm Theo T Kho Hin Th

Nhm Theo V Tr t

Tip Th Li

Nhm Theo Danh Mc S Thch

Da Trn S Thch Nm bt s thch khch hng qua cc trang web Qung co c hin th tu theo s thch ca khch hng bt k ni dung trang web


Nhm Mc Tiu Theo Ng Cnh Cng Ngh ca Google c th xc nh ng ngha ni dung ca cc trang web v cho cc mu qung co c ni dung tng ng hin th trn trang. Cc gii php a dng cho php phi hp nhiu cch nhm mc tiu chnh xc v s lng ln.


Nhm Mc Tiu Cc Dng Ch

H Thng Ca Google c th nhm mc tiu mt cch nng ng bng cc danh mc ch chn lc trc. Gii php l tng ti a ho lng truy cp t cc loi khch hng khc nhau

Ch Gia nh

Ch Ti Chnh

Ch Nhp Sng


Nhm Mc Tiu Cc S Thch Khch Hng Nhm Ti Cc Khch Hng C S Thch C Th Rt Tinh Vi - cc s thch c chn thng qua cc thng tin, d liu cp nht nht v c chn li sau 30 ngy.

Du lch

Tr chi nam 18-34

Gii Tr Th thao Mua sm Di ng N


Nhm Mc Tiu Cc V Tr t/Trang Web Bn la chn cc trang website nm trong mng li ca Google nhm ti cc khch hng tim nng Gii php l tng cho cc chin dch hng ti khch hng mc tiu.


While guest surfs the web, Google stores a cookie to remember every visit on GDN websites.

1

Google infers interest categories based on the content, recency & frequency of those visits and associates them with the cookie.

2

http://www.google.com/ads/preferences

Ads are shown across the GDN to users based on their interest, regardless of the page content.

3

How interest categories work


Cc i Tc Google


3,9 t pageviews/thng 6,6t impressions/thng

Source: OPG Global Smart Dash 1st May/ 2013;, Comscore Report May 2013

Mng hin th Google

Mng hin th Google

tip cn 93.3% ngi dng mng Vit Nam

Google Condential and Proprietary 32 Google Condential and Proprietary 32 32 Comscore Key Metrics March 2013

15,403

13,797 13,013 12,123

11,970 11,227

9,339 7,054

6,322 6,245

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

Googles GDN Key Partners

95.9%

85.9%

81.1%

75.5% 74.6% 69.9%

58.2% 43.9% 39.4%

38.9%

7 trong s 10 trang web hng u Vit Nam l i tc ca Mng Hin Th Google.


And more

3.7bil PV/month 5.9bil impressions/month

Hin cc website ln c mt trong mng hin th Google


Mng hin th Google c nhng v tr tt


Trn c phin bn my tnh v in thoi di ng


Cm n Hi & p

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