Vietnamese tired of advertisements popping up online: survey

By Minh Nga   January 27, 2022 | 11:00 pm PT
Vietnamese tired of advertisements popping up online: survey
Men surfing Internet using their smartphones at a coffee shop in Nha Trang in central Vietnam, March 2020. Photo by Shutterstock/Igor Kononykhin
Vietnamese Internet users find online advertisements tiresome and do not want to watch them, a survey by YouGov has found.

In a poll of 2,429 digital users last December the British online market research and data analytics firm found that 47 percent of respondents always skip or want to skip online ads and 43 percent find the ads "annoying."

Only 25 percent said they are "interesting."

Thue Quist Thomasen, CEO of YouGov Vietnam, said: "Our survey also shows that even though most people remember seeing online ads, they are significantly less likely to recall clicking on ads or buying products after seeing ads.

"In my view, the online marketing industry in Vietnam is largely, and fairly, preoccupied with tracking ad frauds and viewability. But marketers often pay insufficient attention to the metrics that truly matter, such as impact and quality, which are the key elements that drive advertising success."

Soames Hines, CEO of Ogilvy Vietnam, one of Vietnam’s largest creative agencies, said:"The survey’s results confirm what I have been thinking about digital advertising in Vietnam: There are so many ads nowadays that it's hard for scattered branded banners to be effective across different websites.

"What brands want are great campaigns that win the hearts and minds of consumers. Tiny banners and seemingly haphazard five-second videos just won't be enough for brands to get what they want."

With 21.5 percent average annual growth in 2020-25 digital advertising in Vietnam is a booming business, according to the 'Vietnam Digital Marketing Trends' report released last year by digital marketing firm Novaon Ads.

Advertisers are expected to spend $934 million on digital advertising in 2022, according to Statista, a German company specializing in market and consumer data.

Vietnam has among the highest number of Internet users in the Asia Pacific. According to Statista, as of January 2021 the country of 96 million had around69 million Internet users.

"Advertisers are often too focused on delivering ads as efficiently as possible, while forgetting about the creative aspect of digital advertising," Carl Söderblom, vice president of operations & business development at Swedish company Adnami, said.

"This, in turn, results in low impact, ineffective ads. With high-impact ads, advertisers can ... ensure they... are effective at driving results as well."

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