Vietnam: Mobile Ecosystem & Sizing Report 2017/18 | MMA
Release Date: 
April, 2018

Mobile Marketing Association (MMA) announces the first ‘Mobile Ecosystem and ad-Sizing Report’ that deciphers the state of mobile in Vietnam in 2017 – 2018 and what we will see in the future that will further develop in this mobile first economy. The report aims to provide a comprehensive view of the mobile marketing ecosystem in Vietnam and the various factors that influence its growth in recent years such as the rise of mobile and smartphone users, mobile internet users, mobile app users, the development of mobile internet infrastructure like 4G service introduction, the increasingly diverse mobile marketing channels and solutions, etc. It is a collaborative effort by the marketing and mobile industry, championed by GroupM Vietnam and other partners (Google, Facebook, Kantar Media, Gameloft and Zalo Group)

The top three trends of the report include:

  • Growing mobile/smartphone penetration and data usage in both urban and rural is fueling significant growth in mobile ad spend in Vietnam (estimated at US$77.1 million in 2017, doubling the number of 2016 - US$38.5 million). Mobile adspend is estimated to account for about 50% - 60% digital spend for most big brands
  • Increase in 3G/4G penetration in Vietnam will help to enrich user’s content consumption on mobile, and accordingly, continuing potential growth for diverse mobile ad solutions
  • Growth and more engaged app usage (backed by burgeoning smartphone and mobile internet penetration) leading to a growing community who favour a mobile app economy in Vietnam. Mobile app usage in Vietnam will continue to grow, especially with a developing e-commerce landscape and increasingly active online payment market

Through this report, our attempt is to create the first single source study of the mobile marketing ecosystem in Vietnam that can help marketers, students, tech enthusiasts and journalists to gain meaningful insights on the entire ecosystem that drives the mobile story in Vietnam.

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Agency: A company that provides strategic, creative or media buying and related services to marketers.
Marketer: A company that sells its products directly to consumers and businesses and buys marketing services to achieve its goals. Company must also not fit into any of the other sales definitions.
Carrier/Operator: A mobile network operator that provides voice and/or data services.
Enabler: A solutions provider offering technology and services that enables and supports mobile marketing.
Associate: Companies or organizations that do not generate revenue from mobile, but are integral to the development of the mobile industry. (i.e. trade associations, legal firms, consulting agencies, etc.)
Seller: Companies that create and/or promote media and content or broker the sale and distribution of mobile advertising.