Download - Tet insights 2015
Google Confidential and Proprietary 1 Google Confidential and Proprietary 1
Maximize brand presence
during TET holiday
Google Confidential and Proprietary 2 Google Confidential and Proprietary 2
TET is a big opportunity for a brand to engage audiences across multiple digital platforms
Google Confidential and Proprietary 3 Google Confidential and Proprietary 3
4 digital key trends
for Tet 2015
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1. Consumers watch more videos during the holidays
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YouTube begins the year 2014 with a bang!
+40% vs. Q1 2013
Video Views on
YouTube Vietnam in Q1’14
+50% vs. Q1 2013
Watch Time on
YouTube Vietnam in Q1’14
Source: YouTube Internal data
TIP: Use YouTube to drive incremental reach to TV campaigns
No. 1 video platform in Viet Nam
Google Confidential and Proprietary 6 Google Confidential and Proprietary 6
During Tet, people watch more videos on YouTube than before Tet, and keeps going strong after Tet
YouTube View per Day
JAN 30 days
before Tet
TET 10 days
FEB-MAR 30 days after Tet
14.5M views/day
TIP: Video advertising strategy should be always-on, with 2X investment during and after Tet to correspond with demand.
Google Confidential and Proprietary 7 Google Confidential and Proprietary 7
Not all days are equal: - High traffic comes from weekends - First 3 days of Tet have less traffic due to offline Tet activities
Source: YouTube Internal data; Graph: Number of views on YouTube in VN from 1 month before Tet to 1 month after Tet in 2013 and 2014
TET
TIP: Adjust your budget and bidding for days with more traffic
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Top content consumed on YouTube during Tet 2014
Source: Youtube internal data
Music
POPS Music ZingMP3 Official Lý Hải Pro
Comedy Sitcom
Tiệm bánh Hoàng tử bé – Kim chi cà pháo Yeah1/Phở BB&BG: Ngôi nhà vui vẻ POPS TV Vietnam 5Sonlinevietnam
Games
Vietnam Esports TV
TIP: Own YouTube advertising inventory on most consumed content (music, comedy, and games) or top channels for maximum reach
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2. Mobile engagement will be paramount to holiday success
Google Confidential and Proprietary 10 Google Confidential and Proprietary 10
Mobile Search during TET keeps increasing every year, but drops on desktop
5%
10%
15%
20%
25%
30%
35%
-2 week -1 week Tet week
+1 week +2 week
2010
2011
2012
2013
31%
23%
20%
12%
Figure: Percentage of search volume from mobile during Tet week, Google Search, 2010-2014, Vietnam
Mobile becomes our closest companion during Tet … when we are traveling back to our hometown … when we need to stay connected with our friends … when we need our personal entertainment devices
Source: Google Internal Data
33%
2014
TIP: Adjust mobile bid to meet demand and direct your consumers to mobile-friendly landing page
Google Confidential and Proprietary 11 Google Confidential and Proprietary 11
Mobile app users are active during Tet holiday, with Gaming and Entertainment as leading categories
Source: AppAnnie data Figure: App revenue in Vietnam from 26/1/2014 to 20/2/2014, according to AppAnnie data
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Tet 2014
Figure: App Revenue in Vietnam App Annie, Tet 2014, Vietnam
TIP: Run Mobile app GDN campaigns (AdMob) to capture on increasing traffic
Google Confidential and Proprietary 12 Google Confidential and Proprietary 12
It is important to continuously measure and optimize mobile traffic. For a great browsing experience you have to make sure that your website works well across all devices. Action: 1. Evaluate your
mobile website’s effectiveness and take action accordingly.
2. Set up conversion tracking on your mobile website so that everything of value is tracked (e.g., transactions, newsletter, sign-up)
3. Think about the full value of mobile. Take cross-device conversions, calls and -if relevant- in-store and app conversions into account when measuring mobile performance.
Always Visible Always Relevant Always Optimised On mobile there are only 2 top placements since the screen is smaller so make sure that all important keywords have an average position over 2.0. Action: (1) Adjust the bid modifier to get good visibility
on mobile. Target to be Top of Page. (2) Compare the impression share and avg. pos
on search across all devices. Mobile should have an equal impression share as the other devices and, due to smaller screen sizes, a higher avg. position.
(3) When you increase your mobile visibility, and thus get more relevant traffic, make sure to increase your daily budgets to not lose any traffic.
Mobile searchers are on the go, researching products and need information instantaneously. Action: 1. Create mobile specific ad texts. 2. Set up s i te l inks , ca l l extensions and
app extensions (if relevant). 3. Try to create separate ads to cater for the
specific holidays and have strong call to actions. 4. Add in all your offline stores in Google Places,
and add location extensions to show your nearest store based on geographical location of the query. Consider increasing the bids around stores to take advantage of consumer’s proximity.
It is important to be visible, be relevant and optimise on the right set of metrics to win on mobile.
How to win customers on the mobile platform?
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Your landing page needs to be mobile-friendly to engage mobile users
Tip: Check out Google’s Principle of Mobile Site Design
Google Confidential and Proprietary 14 Google Confidential and Proprietary 14
3. People never stop searching – what are they searching for during Tet?
Google Confidential and Proprietary 15 Google Confidential and Proprietary 15
People consume much more entertainment online during TET - more games, more New Year songs & movies
Source: Google Internal Data
Week -2 Week -3
0
20
40
60
80
100
Week -1
Tet songs
Tet movies & comedy
Tet week
Week +3 Week +2 Week +1
Figure 2: “Games”, “Tet songs” and “Tet movies” search interest & volume uplift during Tet (Indexed) - Google Search, 2013- 2014, Vietnam
Games
TIP: Tie your ad creative with Games, Music and Movies to associate your brand with the festive feeling
Google Confidential and Proprietary 16 Google Confidential and Proprietary 16
And most eager to send greetings to loved ones & find out what future holds – searches on greetings & horoscopes start to peak one week before Tet
Source: Google Internal Data
0
20
40
60
80
100
Tet week
Week -1 Week -2 Week -3 Week +3 Week +2 Week +1
Horoscopes
Tet’s greetings
Figure 3: “Zodiac” & “Greetings” search interest & volume uplift a week before Tet week versus three weeks before Tet (Indexed) - Google Search, 2013-2014, Vietnam
TIP: Create games, apps, website articles etc. offering greeting and zodiac horoscopes content
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4. Snooze and you will lose
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People come back online immediately after Tet period while brand presence is lacking
Source: Google Internal Data
Figure 1: Total Search Query Trending 2010-2014 (Vietnam) - Indexed
Search demand on desktop and mobile increase significantly when people are back to work or school from holiday
Tet 2014
Tip: Amplify your campaigns immediately after Tet to capture demand
Google Confidential and Proprietary 19 Google Confidential and Proprietary 19 Source: Google AdSense internal data
24/12/13 3/1/14 13/1/14 23/1/14 2/2/14 12/2/14 22/2/14 4/3/14
Traffic to top news, entertainment and e-commerce websites in Vietnam from 1/1/14 – 28/2/14
Visits
Traffic to content websites decreased around start of Tet, but picked up during the 5th day and stay stable
Tip: Don’t wait until Tet week is over, start when your consumers are back online
Google Confidential and Proprietary 20 Google Confidential and Proprietary 20
Strong YouTube usage mid-Tet and after Tet due to playbacks of Tet content
TIP: Video advertising strategy should be always-on, with heavier investment during and after Tet Tip: Vietnamese people loves long form, episodic content on YouTube
– engage them with the right made-for-web content
TET
Google Confidential and Proprietary 21 Google Confidential and Proprietary 21
What will your
strategy be?
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Tips to kick start Q1 Planning using insights
ONE TWO THREE FOUR
Focus on most used channels:
Video and Mobile
Manage your bids and budget by anticipating
demand on days and devices
Own popular content to
maximize reach and stay engaged with consumers
Meet your consumers when
they are back online – amplify your campaigns
immediately during and after
Tet
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THANK YOU!
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Drive engagement via online activation
Some creative inspirations…
Lunar New Year Greetings App http://youtu.be/YaNEFkmpo9k
Using the iPhone’s camera function, “Ogilvy New Year iPhone App” allows users to add virtual fireworks displays, including a Rabbit shaped sparkler—complete with whizzing and booming sounds!—to any view that they choose. Personalized text greetings - in Chinese and/or English - can then be placed anywhere on the photo, in any color or size and in a variety of fonts. The ‘embellished’ holiday photos can then be emailed to family and friends, be directly uploaded to users’ Weibo (China’s Twitter equivalent) accounts, be shared through their social networks or saved for future use.
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Drive engagement via online activation
Some creative inspirations…
The “Facinate Chinatown” app allow users to decorate photos with various kinds of Lunar holidays items and share photo via e-mail and social networking sites
New Year Photo App
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Drive engagement via online activation
Some creative inspirations…
“New Year – PuzzleBox” is a jigsaw puzzle games with New Year touch
Chinese New Year Games App
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Drive engagement via online activation
Some creative inspirations…
This “New Year Firecrackers” app provides users 7 types of firecrackers to play with. The app a l s o p r o v i d e s a u s p i c i o u s sentences related to the Chinese new "RABBIT" year.
New Year Games App
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Drive engagement via online activation
Some creative inspirations…
This app provides the daily, yearly & full horoscope based on your birth year.
Horoscope App
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Drive engagement via online activation
Some creative inspirations… Burberry Kisses
http://kisses.burberry.com/
The chrome extension created by Burberry allows users to send messages sealed with your real kiss. It was sparked by experiments in facial recognition technology that can detect the outline of a user's lips through their webcam. To add a further personal touch to every letter sent, Burberry used location data. For example, as users see their messages travel to their destination across a 3D landscape, they can see local landmarks and StreetView images reflected into puddles, further bringing the experience to life.