Welcome to our ‘State of Advertising 2023’ report, where we provide actionable insights for the advertising industry in Vietnam sourced by Neurons. Drawing on decades of experience in consumer neuroscience and extensive research, this comprehensive report offers valuable takeaways and strategic recommendations to help you build a smarter and more effective advertising strategy. In the ever-evolving attention economy, understanding consumer motivations and behaviors is crucial for maximizing reach and engagement. By striking a balance between traditional and innovative approaches, businesses can navigate the complex advertising landscape and stay ahead of the competition.
I. Digital ads:
Context is a crucial element when it comes to running digital ads in Vietnam. It is essential to carefully consider the platform and align the ad format with your specific advertising goals to increase effectiveness. Various factors, such as ad size, position, and format, significantly impact attention and brand memory, making contextual advertising a powerful tool for driving results. By tailoring your digital ads to fit the specific platform and optimizing for attention-grabbing elements, you can enhance the success and impact of your campaigns in the digital realm.
II. Short videos:
Short-form videos have emerged as a highly influential and engaging medium for capturing the attention of audiences in Vietnam. Whether they are viewed on television, popular social media platforms like TikTok, or streaming services, these bite-sized videos have the unique ability to captivate viewers’ attention and leave a lasting impression. Brands that strategically combine television and TikTok or streaming and TikTok in their advertising strategies often experience a significant lift in positive brand perception, compounding their success. Capitalizing on the popularity and virality of short videos can be a game-changer in reaching and resonating with your target audience, especially in the dynamic Vietnamese market.
III. AI in advertising:
Artificial Intelligence (AI) is revolutionizing the advertising landscape in Vietnam, with its wide range of applications including data generation, compelling visual creation, and even high-converting copywriting. However, it is important to note that simply generating more content with AI does not guarantee better results. Rigorous testing of generative AI designs is crucial to identify the most effective approaches and ensure that the content resonates with your target audience. By leveraging the power of AI while also validating its output through meticulous testing, you can enhance the effectiveness and efficiency of your advertising campaigns, delivering meaningful results for your brand in the Vietnamese market.
IV. Print advertising:
Despite the rise of digital platforms, print advertising, particularly newspaper ads, continues to hold value in capturing the attention of Vietnamese consumers. Eye-tracking research reveals that an impressive 7 out of 10 newspaper ads are seen by readers, indicating the enduring power of this traditional advertising medium. Interestingly, people tend to spend more time viewing ads in print compared to social media and online platforms, underscoring the potential for impactful engagement. In the realm of print advertising, the role of compelling copy and text cannot be underestimated, as 57% of participants actively view and absorb these elements. By crafting visually appealing print ads with impactful copy that resonates with the target audience, you can effectively engage and influence consumer behavior in Vietnam.
V. Brand experiences:
Brand experiences play a fundamental role in shaping consumer perceptions and associations with a brand. In Vietnam, the integration of cross-channel advertising, where the brand maintains a consistent presence across various touchpoints, has proven to enhance brand experiences and strengthen brand recognition. Conversely, any friction or negative experiences throughout the customer journey can lead to negative emotions and significantly impact brand perception. Therefore, it is crucial for brands to pay meticulous attention to every aspect of the customer experience, ensuring it is seamless, enjoyable, and aligned with the brand’s values. Notably, mobile delays can trigger strong emotional and cognitive responses, comparable to watching a horror movie, emphasizing the need for a smooth and frictionless experience across all channels. By prioritizing brand experiences and delivering
In conclusion, the ‘State of Advertising 2023’ report highlights the importance of understanding consumer behavior and preferences in Vietnam’s advertising landscape. By leveraging contextual advertising, short videos, AI technologies, print media, and delivering seamless brand experiences, businesses can optimize their advertising strategies.
Key Points Summary:
- Consider context when running digital ads to maximize impact.
- Short videos are a versatile and engaging medium to connect with audiences.
- AI offers opportunities in generating data and content but requires testing to determine the most effective approaches.
- Print advertising, particularly in newspapers, captures attention and provides better comprehension than online ads.
- Brand experiences and minimizing friction are crucial for positive brand perception.
- Mobile delays can evoke strong emotional and cognitive responses.
Contact our Vietnam team for support in leveraging the latest advertising insights and implementing effective strategies to capture audience attention and drive brand success in the Vietnam market.
