VietNamNet Bridge – Vietnamese Admicro proves to be “as brave as a lion” when stating that it believes it is completely capable to cope with the giant Google in the field of mobile advertisement.
The Vietnamese Advertisement Association believes that the enterprises’ budget for mobile ads would increase to 10 percent this year, which gives the reason to a lot of firms to jump into the field.
Admicro, a Vietnamese big guy in online ad, has stated that it has joined the mobile ad segment with Mobile Ad Network, a product created by the cooperation with five partners – the Indian InMobi Global, Vietnamese TV Plus and Golden Digital, Wada.vn and ViettelAds.
Mobile Ad Network will have the large coverage of 90 percent of mobile phone users in Vietnam. InMobi Global is the most impressive ad service with the coverage of 40 percent of mobile phone users in 165 countries and territories.
Admicro has been known for the websites which have the high numbers of pageviews Dan Tri and CafeF, while it can approach some 18 million users in Vietnam.
Analysts have commented that Admicro has made a reasonable step when deciding to join forces with its partners to conquer the niche ad markets, especially when Facebook and Google now hold the advantages in the domestic online market.
Facebook, for example, controls nearly all the ad columns on the social networks in Vietnam. Its report about the Asian market in the second quarter of 2012 showed that Vietnam is the country with the highest growth rate of users in the region. It is estimated that nearly 40 percent of Vietnamese use Facebook for the business purpose.
As for Google, according to Nielsen and TNS, the search engine now holds more than 90 percent of the online searching market, bringing 70 percent of the total page views to the websites in Vietnam.
Google, since the beginning of 2013, has continuously introduced the Vietnamese versions of the online ad services such as AdWords and AdSense, hoping to get $30 million worth of turnover every year in Vietnam.
However, Deputy General Director of VC Corp, the governing body of Admicro, believes that its Mobile Ad Network is completely capable enough to cope with both Facebook and Google in the niche market.
According to Tan, Facebook’s turnover mostly comes from app ads. In other countries, the app producers, once making profits, would pour the money into ads to expand their scale. Therefore, Facebook’s turnover from online ads would be increasing.
Meanwhile, there are still not many app producers in Vietnam, which means there would not be high demand for posting ads on Facebook, and the social network’s turnover from online ads and mobile ads would not be increasing in the immediate time.
As for Google, Tan said the US searching engine would, sooner or later, get the market share which deserves its power. However, Admicro has done what it needs to do – joining forces with other mobile ad service providers to increase the market coverage.
Right after Admicro launched Mobile Ad Network, Google has taken actions to increase its turnover in the mobile ad market in Vietnam.
Besides AdWords and AdSense, the giant has Vietnamized its AdMob – the mobile ad service.
NCDT