tet insights 2015

Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Maximize brand presence

during TET holiday


TET is a big opportunity for a brand to engage audiences across multiple digital platforms


4 digital key trends

for Tet 2015


1. Consumers watch more videos during the holidays


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


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.


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


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


2. Mobile engagement will be paramount to holiday success


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


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

26-Ja

n-14

27

-Jan-

14

28-Ja

n-14

29

-Jan-

14

30-Ja

n-14

31

-Jan-

14

1-Fe

b-14

2-

Feb-

14

3-Fe

b-14

4-

Feb-

14

5-Fe

b-14

6-

Feb-

14

7-Fe

b-14

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Feb-

14

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b-14

10

-Feb

-14

11-F

eb-1

4 12

-Feb

-14

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eb-1

4 14

-Feb

-14

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eb-1

4 16

-Feb

-14

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eb-1

4 18

-Feb

-14

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eb-1

4 20

-Feb

-14

Tet 2014

Figure: App Revenue in Vietnam App Annie, Tet 2014, Vietnam

TIP: Run Mobile app GDN campaigns (AdMob) to capture on increasing traffic


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?


Your landing page needs to be mobile-friendly to engage mobile users

Tip: Check out Google’s Principle of Mobile Site Design


3. People never stop searching – what are they searching for during Tet?


People consume much more entertainment online during TET - more games, more New Year songs & movies


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


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


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


4. Snooze and you will lose


People come back online immediately after Tet period while brand presence is lacking


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


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


What will your

strategy be?


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


THANK YOU!


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.




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




“New Year – PuzzleBox” is a jigsaw puzzle games with New Year touch

Chinese New Year Games App




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




This app provides the daily, yearly & full horoscope based on your birth year.

Horoscope App



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.

tet insights 2015

Marketing