Should you launch campaigns in crowded geos or should you try your luck in emerging ones? Everyone has their own take on this. If you decide to go for the latter, Vietnam is a very interesting option, especially when it comes to promoting dating campaigns. In this article, we'll look at the unique features and cultural nuances of Vietnam, analyze the current trends, and break down the key elements of high-converting ad creatives that work in this geo.
Despite this economic growth, traffic costs in Vietnam remain relatively low, especially for push and In-Page Push notifications. This makes it an ideal market to test various approaches without breaking the bank. The crucial factor is ensuring that your push traffic is high quality and converts well.
So, how do you guarantee traffic quality in a specific geo? By working with advertising networks that have full control of where their traffic comes from. MyBid for example, does this very well. The network owns the majority of the websites from which it sources traffic, and has advanced anti-fraud systems to filter out bots in case any try to sneak in from partner websites.
Vietnamese consumers are keen to try new things, making the country one of the top ten for downloading mobile games and apps (including dating apps) at the lowest cost per install. Earlier this year, Tinder ranked 5th among top-grossing apps, and Litmatch, an app for finding new friends, came in 9th.
In major cities like Ho Chi Minh City, Bien Hoa, Haiphong, Hanoi, Can Tho, and Da Nang, many residents not only have smartphones but also computers and laptops, which they use to access the internet and make purchases.
This means there's a massive opportunity to target desktop users as well. However, this requires additional testing and costs. You can minimize errors and reduce costs if you have a dedicated manager who is invested in your success. The MyBid advertising network offers personal managers for each affiliate. These managers help the affiliate handle campaign-related tasks, including campaign preparation, launching, optimizing, and scaling. If everything runs smoothly, all you need to do is top up your balance, exchange ideas with the manager, and monitor the stats.
Understanding the audience
In Vietnam, cultural norms and values play a big role in how people view relationships. Statistics show that Vietnamese men typically get married at 27, while women marry at 23-24. Divorce is rare, not due to societal condemnation, but because of the strong family devotion that Vietnamese people hold. They value being together through both good times and bad. Civil marriages are uncommon; most locals are interested in serious relationships or friendships. Vietnamese people are also known for their politeness and trust in ordinary people. It's not customary to be rude, swear, or apply pressure on others. Therefore, aggressive ads promoting one-time meetings are unlikely to succeed. Instead, use photos of ordinary girls and women with text in Vietnamese to resonate better with the audience.
While designing your campaigns, keep in mind that the audience differs by region. In the north, residents are more conservative and hardworking. In contrast, southerners are more open to Western culture and value freedom. Online sales are more developed in the south, and locals there are more willing to try new and exclusive products. The language also varies significantly between the North and South, similar to the differences between South Korea and North Korea. People structure their sentences differently and use different words.
Traffic costs also vary: sending push messages to the south is more expensive but often more profitable, and ad creatives can be more openly designed there.
Community cohesion
The Vietnamese are a very united nation that neither the Americans nor the Chinese could break. The population is almost homogeneous, with 86% of the inhabitants being ethnic Vietnamese, who have grown up with a mix of Confucianism, Buddhism, and Taoism.
Modern Vietnam is a communist state, and its inhabitants are collectivists. Cohesion and collectivism are evident in everyday habits and behaviors; for example, locals consider a neighbor to be a friend, and his family is considered part of their own family. You can tap into this mindset of Vietnamese in your ad creatives. For instance, you can highlight in your ads that users can find friends or partners in any of the 63 provinces.
Love for videos
Short promotional videos have become very popular in Vietnam in recent years. This marketing technique, which gained popularity in China over a decade ago, is now successfully used by large companies. For example, OPPO launched a microfilm with Leonardo DiCaprio titled "Find Me," and Cadillac released "Route 66" featuring Mac Van Wey to attract buyers.
Also, local smartphone users are particularly willing to watch video ads, especially when they come with rewards and bonuses. Therefore, ad creatives that feature an image mimicking a video with a play button are highly effective in reaching the Vietnamese audience.
Some statistics
Vietnam's economy is on an upward trajectory, and with it, the disposable income of its population is rising. In 2016, the average household income was $1,695, which increased to $2,176 by 2021, and continues to grow. Certain sectors, like IT, offer salaries comparable to some European countries. Moreover, the online shopping scene is booming, with 84% of residents making online purchases monthly. E-commerce accounts for 7.5% of total retail sales, hitting $16.4 billion last year.
Despite this economic growth, traffic costs in Vietnam remain relatively low, especially for push and In-Page Push notifications. This makes it an ideal market to test various approaches without breaking the bank. The crucial factor is ensuring that your push traffic is high quality and converts well.
So, how do you guarantee traffic quality in a specific geo? By working with advertising networks that have full control of where their traffic comes from. MyBid for example, does this very well. The network owns the majority of the websites from which it sources traffic, and has advanced anti-fraud systems to filter out bots in case any try to sneak in from partner websites.
Why targeting Vietnam is profitable
In 2019, Appota, a top Vietnamese digital entertainment platform developer, surveyed 51 million local mobile device users. The results were eye-opening: 41.6% of residents use iOS smartphones, which is just 13.5% fewer than those who own Android devices. The report also highlighted that the quality and availability of 4G services are improving, with a strong move towards 5G on the horizon. With fast and affordable internet, digital content is flourishing, and users are more engaged with advertisements. Interestingly, the average ad viewing time in Vietnam is 19 seconds, compared to just 8-9 seconds in other countries.Vietnamese consumers are keen to try new things, making the country one of the top ten for downloading mobile games and apps (including dating apps) at the lowest cost per install. Earlier this year, Tinder ranked 5th among top-grossing apps, and Litmatch, an app for finding new friends, came in 9th.
In major cities like Ho Chi Minh City, Bien Hoa, Haiphong, Hanoi, Can Tho, and Da Nang, many residents not only have smartphones but also computers and laptops, which they use to access the internet and make purchases.
This means there's a massive opportunity to target desktop users as well. However, this requires additional testing and costs. You can minimize errors and reduce costs if you have a dedicated manager who is invested in your success. The MyBid advertising network offers personal managers for each affiliate. These managers help the affiliate handle campaign-related tasks, including campaign preparation, launching, optimizing, and scaling. If everything runs smoothly, all you need to do is top up your balance, exchange ideas with the manager, and monitor the stats.
How to design high-converting ad creatives for dating campaigns targeting Vietnam
Just like any other country, Vietnam has its own unique characteristics that you need to consider when preparing ad creatives.Understanding the audience
In Vietnam, cultural norms and values play a big role in how people view relationships. Statistics show that Vietnamese men typically get married at 27, while women marry at 23-24. Divorce is rare, not due to societal condemnation, but because of the strong family devotion that Vietnamese people hold. They value being together through both good times and bad. Civil marriages are uncommon; most locals are interested in serious relationships or friendships. Vietnamese people are also known for their politeness and trust in ordinary people. It's not customary to be rude, swear, or apply pressure on others. Therefore, aggressive ads promoting one-time meetings are unlikely to succeed. Instead, use photos of ordinary girls and women with text in Vietnamese to resonate better with the audience.
While designing your campaigns, keep in mind that the audience differs by region. In the north, residents are more conservative and hardworking. In contrast, southerners are more open to Western culture and value freedom. Online sales are more developed in the south, and locals there are more willing to try new and exclusive products. The language also varies significantly between the North and South, similar to the differences between South Korea and North Korea. People structure their sentences differently and use different words.
Traffic costs also vary: sending push messages to the south is more expensive but often more profitable, and ad creatives can be more openly designed there.
Community cohesion
The Vietnamese are a very united nation that neither the Americans nor the Chinese could break. The population is almost homogeneous, with 86% of the inhabitants being ethnic Vietnamese, who have grown up with a mix of Confucianism, Buddhism, and Taoism.
Modern Vietnam is a communist state, and its inhabitants are collectivists. Cohesion and collectivism are evident in everyday habits and behaviors; for example, locals consider a neighbor to be a friend, and his family is considered part of their own family. You can tap into this mindset of Vietnamese in your ad creatives. For instance, you can highlight in your ads that users can find friends or partners in any of the 63 provinces.
Love for videos
Short promotional videos have become very popular in Vietnam in recent years. This marketing technique, which gained popularity in China over a decade ago, is now successfully used by large companies. For example, OPPO launched a microfilm with Leonardo DiCaprio titled "Find Me," and Cadillac released "Route 66" featuring Mac Van Wey to attract buyers.
Also, local smartphone users are particularly willing to watch video ads, especially when they come with rewards and bonuses. Therefore, ad creatives that feature an image mimicking a video with a play button are highly effective in reaching the Vietnamese audience.
Conclusion
Promoting dating offers with push notifications and InPage Push in Vietnam can be incredibly profitable. This success is driven by the country's high internet connectivity, the population's active consumption of digital content, and relatively low traffic costs. When designing ad creatives and adapting advertising strategies, consider the following geo-specific features:- Population cohesion
- Preference for serious relationships
- Differences between residents of the North and South
- Love for promotional videos
