Vietnam Think Finance Webinar 3 Nov 2020

Proprietary + Confidential
THINK FINANCE
Confidential & Proprietary

Emily Nguyen
Head of Industry
Finance, Apps & Travel
Vietnam
Think Finance - Vietnam
Agenda
1 Vietnam Financial Landscape Today and Beyond
2 Building brand in the digital age with Google solutions
3 Winning customer acquisition
4 Unlocking the value of the App

Vietnam Financial Landscape

Wang Zhi
Analytical Consultant
Vietnam
Vietnamese Consumers
Growing, Young Growing Growing Business

Middle Class Digital Behavior Opportunity
US$4K GDP per Capita by 2024 >75M Internet Users by 2023 44% CAGR (mobile payment)
69% of pop between 15-64 75% of Active eCommerce 25% CAGR (credit card txn)
Penetration
Source: Statista 2020, Euromonitor 2020 Confidential & Proprietary

Consumers are searching and watching finance related
contents on YouTube
> 2X + 22% + 24%

Videos containing “Online banking” “Foreign Exchange
finance related related YouTube Market” related
contents watched 1 searches 2 YouTube searches 2
Source: 1 “There is something for everyone: What are people in Vietnam watching online?”, Think with Google, Aug 2020 Confidential & Proprietary
2
Google Trends, VN, Aug ‘19 - Jul ‘20
Prudent consumers do their research before committing to a
new financial product
DISCOVERY THROUGH RESEARCH BRAND DISCOVERY SOURCE
TOP SOURCE
21 % 65 % 53 %
UNCOVERED NEW UNCOVERED NEW FOUND ONLINE

OFFERINGS PROVIDERS
Source: TNS / Google Finance Path to Purchase Research, Vietnam, 2017, n=500
Financial information
at their fingertips
Searches Growth YoY Searches Growth YoY
Credit card 42% Life insurance 32%
Debit card 39% Health Insurance 43%
Digital wallet 38% Stock Investing 24%
Source: Google Trends, VN, Aug 2019 - July 2020 Confidential & Proprietary
Cash is not the only thing consumers carry around; they also
carry different cards
10X
increase searches for
Credit Card
5X
Debit Card
since 2017 since 2017

On-demand access
to funds
Top rising searches for online cash
Vay tiền online 22% YoY vay tiền online nhanh trong ngày
Online cash vay tiền online uy tín
vay tiền online cấp tốc

app vay tiền 300% YoY vay tiền online trả góp hàng tháng
Online lending app
vay tiền online 24/24
Source: Google Trends Data, VN Aug 2019 - July 2020 Confidential & Proprietary
Protection for future is becoming top of mind
Indexed search volume for top insurance categories
3X
Insurance
since 2017

Consumers are receptive to alternative payment methods
Online payment service 17% 56%
Contactless payment at in-store checkout 19% 37%
Buy now, pay later options with a retailer 17% 37%
Used it for the first time in the past 4 weeks

Have been using more than 4 weeks
Source: Ipsos global advisory platform survey conducted May 14 - 21st 2020 among adults aged 18-74 in Vietnam, n=1500 Confidential & Proprietary
App MAU
Scan and pay -

the new norm
for Vietnamese
Finance apps saw a 33%

surge in download
Mobile payment apps
Source: App Annie Finance category, VN, Aug 2019 - July 2020 Confidential & Proprietary
Building Brand Winning Customers Unlocking App
Ignite consumers’ interest on Capture consumers’ intent on Create customer focused
YouTube Google Search and be part of solutions in their pockets
their research journey

Building brand in the digital age

With Google Solutions

Kurt Moddemann
Industry Manager - Finance
Vietnam

But YouTube reaches younger audiences that may not be

watching TV
National TV plan simulation (1,000 GRP) National YT plan simulation (40% Reach)
Target audience: MF, 18+ Target audience: MF, 18+
(Kantar) (Google Ads Reach Planner)

Plan TV and YouTube together for maximum reach
TV IN REACH
PLANNER
Visualise and plan the
optimal mix of TV and
YouTube to get the
maximum reach for your
investment

Measure deduplicated reach between TV & YouTube
CROSS MEDIA
REACH REPORT
OR XMR
Powered by historical TV
ratings from Kantar, Nielsen
and Google’s data
Measure YouTube campaign

incremental reach and cost
efficiency vs TV

YouTube scaled higher than national TV in a one-week period
36%
higher reach with 18-49
year olds than national TV
125
18–20 21–24 25–29 30–34 35–39 40–44 45–49 50–54 55–64 65+
0
5yrs
younger of an audience
reached on average
Case study Confidential & Proprietary

HOW DIGITAL LEAD
A STRATEGY OFIntroducing
HIGH
Google
IMPACT AND SCALE?
Blast!
Google Blast
1. Capture Awareness 2. Connect & Engage 3. Convert to Action
Capture various audiences through Connect with your potential users Lead your users to the path of
engagement & be omni-present on through advanced audience signals conversion by utilizing Inmarket,
search Custom Intent & Remarketing
Blast: 2 - 7Days
audiences
Tease: 1-2 10-30 Days 10-30 Days
Days
Refresh List
Reach & Frequency
Intent

Google Blast
1. Capture Awareness 2. Connect & Engage 3. Convert to Action

Blast: 2 - 7Days
Tease: 1-2 10-30 Days 10-30 Days
Days
Refresh List
Reach & Frequency
Intent

Tu Do
Vice Chairman of TPBank
For its newest product feature TPBank worked hand in hand

with Google to launch a hero campaign promoting the bank’s
eKYC feature

TPBank eKYC strategy with Google - Google Blast
Plan Google Blast Sustain
Google Search
App campaigns
YouTube 18 - 44 blast

Business results - eKYC

Google Blast x TPBank x Son Tung M-TP
120M 22.4M 5+
ad impressions Unique reach Average # of
time ads seen
50% +9%
Branded Search Brand consideration
lift

Business results - eKYC

Google Blast x TPBank x Son Tung M-TP
30,000 120,000 40%

Customers New users app TPBank Age 19-24 y.o
registered eKYC
800% 300% 150%

Successful eKYC Time-saving vs Transaction on
vs pre-launch traditional bank app TPBank
127% 600k 90%

New visit New searching eKYC
New user after
TPBank website TPBank website
launch Confidential & Proprietary
Planning your next tentpole moments

Thuat Nguyen
Senior Account Manager - Finance
Vietnam
Vietnam goes digital for all things
Tet
From discovery... ...to creative inspiration... ...to commercial information

Google & YouTube continue to be top-of-mind
platforms for Tet 2021 information and inspiration

Q: Where would you turn to for Tet 2021 information
and inspiration? (multiple choices)
41% 39% 33%
22%
20% 12%
Youtube and Google Other Internet Platforms &

Traditional Media
Source: Google Consumer Survey 2020, Sample size 2,000

Consumers are also actively searching and watching

finance related contents on YouTube
> 2X + 22%
Videos containing “Online banking”
finance related related YouTube
contents 1 searches 2
Source: 1 “There is something for everyone: What are people in Vietnam watching online?”, Think with Google, Aug 2020 Confidential & Proprietary
2
Google Trends, VN, Aug ‘19 - Jul ‘20
VietelPay Tet 2020
Premium impressions on
1.4B exclusive Tet inventory ViettelPay
Tết dễ dàng với ViettelPay
Hài Tết 2020
#1 YouTube Trending video

48,552,738 views - Jan 5, 2020
1M New app installs

Source: ViettelPay + Google
Create content that resonate Amplify with supplementary creatives
Target & deliver

effectively

YouTube Sponsorship Package
Masthead 2
1
Premium Content - Channel
Roadblocks
MUSIC VIDEOS TV SHOWS & WEB SERIES

Content Line Ups 2
SPORTS GAMING
ENTERTA
MUSIC MOVIE
INMENT
3
Audience Targeting
Topic, Interest & Affinity
GAMING FOOD BEAUTY

Drive Premium Imagery

Build Premium Brand Association
#Tet2021 Platinum Reservation
Priority
access to Competitive SOV
Top 49
channels Top Channels | Billions estimated views and impressions
Source: 2020 Tet Playlist - Not The Full List- For Reference
Line ups
Google generated packages based Music Food

on topic, audience or moment
Advanced Contextual Signals Entertainment Movie
Buying
flexibility
Gaming AND MORE
Advanced audiences in Instant Reserve

Easy to start: Instant Reserve, Flexibility across

buying doors (Google Ads and DV360)
Easy to manage:
● Guaranteed impression booking with
targeting layers and auction buying
● Measured by brand lift

Sample Vietnam Content Lineup
Music Food Gaming Entertainment Movie
Impression 500M
(month)
70M 90M 150M 220M
Male Female Male Female Male Female Male Female Male Female
Gender
60% 40% 48% 52% 77% 23% 58% 42% 55% 45%
Age
<24 : 62% 52% 48% 44% 64%
25- 34 : 35% 29% 29% 32% 21%
35+ : 13% 19% 23% 24% 16%
● Zing MP3 ● Vietnam Game ● POPS TV Kho phim hay

Examples ● Ăn gì đây ●
● Viva Music TV Vietnam THVL Phim
● Ẩm thực Việt ●
● POPS Music ● Rùa Ngáo ● THVL Giải trí Viki Global TV
● Foody.vn ●
● Noo Phước ● Oops Channy ● Trấn Thành La La School
● Hôm nay ăn gì ●
Thịnh ● Thích xem Liên Town
Minh ● HVC Giải Trí

Relevance + scale = better results
27% 9% 13%
lift in ad recall for Google lift in purchase intent for Google lift in awareness for Google
Preferred Lineups, now Preferred Lineups, now part of Preferred Lineups, now part of
part of YouTube Select YouTube Select Lineups YouTube Select Lineups
Lineups
Source: Google Preferred Lineups (now part of YouTube Select) Brand Lift, 2019, Google Preferred launched countries (across all studies measured)

A quick recap
Your own Tet plan
Line-ups instant reserve
Tet Sponsorship
Premium reach & content
Building your content

Resonate - Amplify - Deliver

Acquiring Quality Leads

Uyen Nguyen
Strategic Growth Manager
for Vietnam SMEs
Vietnamese finance consumers are constantly

looking for information
75%
Vietnamese consumers do Pre-purchase
research in Finance purchase
95%
Research online at some point during
their path to purchase
Source: TNS / Google Finance Path to Purchase Research, Vietnam, n=500 Confidential & Proprietary
Having little or no prior product knowledge, a majority of

buyers do research prior to sign-up with Search being the
main online touchpoint
Research Cycle Length
22 days
VN average
54% 50% 43% 42%

Search Brand Website Financial Site/ Comparison website
Forum/ Blog
Source: TNS / Google Finance Path to Purchase Research, Vietnam, n=500 Confidential & Proprietary
Design your search strategy starts with customer

research journey
Highest Reach
AFFINITY
AFFINITY searches thanh toán mua sắm các loại thẻ thẻ tín dụng
Related to your product & online trực tuyến ngân hàng là gì
relevant to consumers who
(might) buy your products
thẻ tín dụng CATEGORY

CATEGORY searches ưu đãi thẻ tín rút tiền thẻ so sánh thẻ
cashback vs.
Product Types dụng tín dụng tín dụng
Consideration phase travel
đăng ký thẻ BRAND

BRANDED searches thẻ tín dụng thẻ ngân thẻ DDD
Actual products & brands tín dụng CCC
ABC bank hàng BBB premiermiles
Highest Purchase Intent cashback
Lowest Reach

Ensure sufficient search coverage at every stage

Lowest Impression Share / Nice to have Highest Reach
AFFINITY
20% PARTICIPATE
Impression Coverage
COMPETE CATEGORY
LEAD BRAND
LEAD
100%
Highest Impression Share/ Must win battle Lowest Reach

Use Search Priority matrix to plan campaigns

Example
Brand Category / Product Affinity
Own Competitor Related

Campaign Product types Prices Inspirational
brand brand category
ABC Bank thẻ tín dụng phí TTD thẻ ngân hàng
Thẻ BBB bank mua sắm online
KW examples Thẻ tín dụng ABC
Thẻ CCC cashback
thẻ visa rút tiền TTD thanh toán trực
ưu đãi du lịch
Thẻ ABC premier TTD cashback ưu đãi TTD tuyến
Lead
70-90% Impression X X
share
Compete
50-80% Impression X X X
share
Participate
20-50% Impression X
share

YouTube can also amplify your search performance
Advertisers that run YouTube ads

+ in addition to search ads see:
+8% +3% -4%

Higher Search Higher Search Lower
conversion volume conversion rate Search CPA
Source: Google Data, Global. Compared to advertisers that run Search only. Confidential & Proprietary
Drive even more efficient reach combining

YouTube and Display
Gain >30% incremental reach by adding Awareness Purchase intent

display to YouTube buys without sacrificing
cost efficiency
YouTube Display 1.5X

only only 1.4X
X X
YT YT+ YT+
YouTube + Display Display
YT
Display
Source: IPSOS, March 2020. Representative sample of US online users, use YouTube at least monthly, Ages 18-64. Exposed to CPG, Auto and/or Retail
advertising. n (control) = 5404, n (video) = 3604, n (display & video) = 3602
:
Google Max - a simplified solution across channels for

business goals
Location
More
Attribution Desktop
Conversions
GoogleMax
Growth
More Auctions
Marketing
Mobile
Strategy Intent
CRM Data
More Products &
formats

Siam Commercial Bank (SCB) Thailand used Google Max

to grow leads at scale
Results:
Business challenge
Google Max vs. Normal Search + Discovery only:
Can having a unified performance solution across
search, video and display ads complement existing 7.7x -69% +38%
strategies for a cross-channel approach to help drive conversions cost (per lead) conversion rate
incremental leads at scale?
“SCB can now capture more quality leads at a lower cost threshold, thanks to the
Google Max solution. This lead-gen solution bundling helps SCB to meet consumers
Approach who are looking for the financial product that we offer, at the right point in their
purchase journey.”
- Anan Jinawong, Senior Vice President, Digital Marketing SCB
Experiment Normal vs. Google Max solutions:
- Control group: Search + Discovery campaign
- Test group: Search + Smart Display Campaign +
Discovery ads + Trueview for Action

Focusing on improving lead quality

will improve your return on ads spend
10
Improving lead
Current Approach 100 40 quality -> more sales
Leads Qualified Sales
Leads
Improved ROI
After focusing and

improving lead quality...
100
Leads
60
Qualified
30 Reduced cost
Sales of qualifying leads
Leads
+3x Confidential & Proprietary

There are several steps in the funnel...
The RIGHT measurement can redefine your lead quality
Conversion tracking
Engaged visitors
Pages visited Newsletter sign-ups Brochure downloads
Online
Leads
Phone calls Form submissions
Conversion tracking
Qualified leads
Marketing / Sales qualified leads
Offline
Buyers
Closed deal

Introducing Offline Conversion Tracking (OCT)

A Google Ads product solution that allows importing data about conversions (i.e. sales) that happen offline (e.g. over the
phone), then optimise Google campaigns to make sure driving high-quality leads that are most likely to turn into real customers.
Gain a deeper
Measure offline Import these Distinguish between Leverage this
understanding of how
conversion events events directly into clicks and queries that intelligence to unlock
each online click drives
up to 90 days Google Ads. lead to high vs. low better bid
offline actions
after the click. quality leads. optimization.

CUSTOMER JOURNEY BASED

SEARCH STRATEGY
Win intents across the whole customer journey by
designing your search strategy to address each and
every stages with the right impression share
REACH PROSPECT LEADS
Expand to prospect customers by using display and

video to supplement search, empowered by
automated optimisation
3
IMPROVE LEAD QUALITY WITH
AUTOMATION
Leverage the power of 1st party data together with
Google automated Offline Conversion Tracking to
improve lead quality & ROI
takeaways
Build your app business/

Unlock the value of App

Kat Tong
Senior Business Development
Finance
By 2021, there will be 6.3 trillion in transaction value flowing through apps
App transactions globally will be 26x

the GDP of Vietnam
Source: AppAnnie, 2020; Worldbank, 2018 Confidential & Proprietary

Global downloads of
Finance App reached 4.3B,
growing +14% YoY
VN is growing at +33%
YoY
Source: App Annie Finance category, global and VN (Aug 2019 - Jul 2020)
In Vietnam, downloads of finance apps are rapidly growing Proprietary + Confidential
while Google trends show steady growth
Downloads Trend Google

GoogleSearch
search trend
Trend YouTube
YouTube Search
search trend
Trend
+33% +21% +30%

Since 2017 from previous years
Source: AppAnnie (2019), Google internal data Confidential & Proprietary

People in Vietnam search on Google around 90 times on Proprietary + Confidential
average before downloading finance app
Average Searches/Downloads Average Clicks/Downloads AVG YT Searches/Downloads
90.2 3.2 510

*Total YouTube search volumes is
*Total Google search volumes is
5~10X bigger than ID, PH & total
similar to ID but less downloads
downloads is lower than ID
Source:Google internal data, Data between 2015~2019 Confidential & Proprietary

In Vietnam, finance app with e-payment feature is one of the
most downloaded categories
Apps Ranked by Downloads Share of Downloads
E-payment
Bank
E-payment
Bank
Bank
E-payment
Loan
Reward
E-Payment and bank apps are E-payment app download share is

top downloaded apps growing over time
Source:Google internal data, AppAnnie 2019 Confidential & Proprietary
People still search for bank apps most of the time; unlike other Proprietary + Confidential
markets in SEA where investment apps are listed in the top

search interest
Apps Ranked by Google Search Interest Share of Search
Bank
Bank
Bank
Bank
Stock
E-payment
Credit Card
Bank
Top 4 searched finance terms include Bank apps

Share of bank app search is dominant
followed by Stock app
Source:Google internal data 2019 Confidential & Proprietary
Unlock the value of App
Source: AppAnnie, 2020; Worldbank, 2018 Confidential & Proprietary

An App impacts business metrics beyond “MAUs”

[Monthly Average Users]
Bottom line impact Service costs Sales growth Customer

sentiment
Increase purchase rate; Reduce customer Increase Improve the in-location

decrease cost of sales ‘ticket’ costs; make Average Order Value experience;
physical stores more motivate repeat visits
efficient
“20% higher mobile “10 cents vs. $4” “27% more revenue in “Alleviated peak
app ticket value vs. basket size” time lines”
in-store”
SOURCES: QSR Magazine, May 2015 here, Bain 2017 here, Retail Dive 2015 here Confidential & Proprietary
Driving down costs for the Banking industry
Decrease customer service costs Revamp your retail cost structure
32
29
25
$4 10¢ 22
17
14
Cost of a teller or Cost of a mobile app

call center agent customer service
interaction Interaction
US Australia UK Hong South Germany
Kong Korea
Commercial Bank Branches per 100,000 adults

SOURCE: Bain 2016 here Confidential & Proprietary
Solving questions for a bank’s customers

(and lowering costs in the process)
Avg. # of transactions with a bank by touchpoint
“I can get everything done in other
ways, but it [the app] allows me to do
it most easily and on my own time"
● Deposited checks
Checked account balance
5 ●
● Transferred money
● Disputed a transaction
● Received/resolved an acct alert/issue
1.8 1.6
● Find banking locations/hours
● Made a payment
1 ● Made a person to person money transfer
App Website ATM In Person
SOURCE: Kantar and Google Value of Apps Study 2019, not shown: on the phone < 1
Define value for each activation/event
Low barrier activation High value activation
● Checking a credit score ● Making a first trade

● Depositing funds to a wallet
● Activating a bank card
● Opening a position
● Completing a subscription
Source: Liftoff, Mobile Finance Apps report - Webinar (Apr 17, 2019) Confidential & Proprietary
Universal App Campaigns

Connect with the right user,
at the right time… with ease

...and places the ads across numerous networks
2 millions
Install
Think Finance
Putting it all together

Focus areas for 2021
Build your brand Acquire new Unlock the potential

presence online customers of your app
Strong brand = higher chance Search & Performance display Users want safe & efficient ways
of being considered lets companies reach users to bank & pay
during moments of high intent
YouTube is an important Google App solutions let you
channel to build brand online Automation & data integration acquire more active users, but
and reach young consumers can boost volume & quality of also deepen the engagement
leads on the app
THANK
YOU!
Q&A

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Proprietary + Conﬁdential

Confidential & Proprietary

1 Vietnam Financial Landscape Today and Beyond

2 Building brand in the digital age with Google solutions

3 Winning customer acquisition

4 Unlocking the value of the App

Vietnam Financial Landscape

Confidential & Proprietary

Growing, Young Growing Growing Business

Source: Statista 2020, Euromonitor 2020 Confidential & Proprietary

> 2X + 22% + 24%

DISCOVERY THROUGH RESEARCH BRAND DISCOVERY SOURCE

UNCOVERED NEW UNCOVERED NEW FOUND ONLINE

Searches Growth YoY Searches Growth YoY

Credit card 42% Life insurance 32%

Debit card 39% Health Insurance 43%

Digital wallet 38% Stock Investing 24%

Confidential & Proprietary

Online cash vay tiền online uy tín

vay tiền online cấp tốc

Indexed search volume for top insurance categories

Confidential & Proprietary

Online payment service 17% 56%

Contactless payment at in-store checkout 19% 37%

Buy now, pay later options with a retailer 17% 37%

Used it for the first time in the past 4 weeks

Scan and pay -

Finance apps saw a 33%

Mobile payment apps

Confidential & Proprietary

Building brand in the digital age

Confidential & Proprietary

Confidential & Proprietary

But YouTube reaches younger audiences that may not be

Confidential & Proprietary

Plan TV and YouTube together for maximum reach

Confidential & Proprietary

Measure deduplicated reach between TV & YouTube

Measure YouTube campaign

Confidential & Proprietary

YouTube scaled higher than national TV in a one-week period

Case study Confidential & Proprietary

Reach & Frequency

Confidential & Proprietary

1. Capture Awareness 2. Connect & Engage 3. Convert to Action

Reach & Frequency

Confidential & Proprietary

For its newest product feature TPBank worked hand in hand

Confidential & Proprietary

TPBank eKYC strategy with Google - Google Blast

Plan Google Blast Sustain

Confidential & Proprietary

Business results - eKYC

Confidential & Proprietary

Business results - eKYC

30,000 120,000 40%

800% 300% 150%

127% 600k 90%

Planning your next tentpole moments

Confidential & Proprietary

Vietnam goes digital for all things

From discovery... ...to creative inspiration... ...to commercial information

Confidential & Proprietary

platforms for Tet 2021 information and inspiration