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Head of Digital, Mindshare Vietnam
Mindshare Vietnam provides a suite of marketing services to brands seeking to connect with consumers in the country, among them media planning and buying and social marketing. eMarketer’s Rahul Chadha spoke with Animesh Kumar, Mindshare Vietnam’s head of digital, who is responsible for generating new products and services in the market, about the shift to digital in Vietnam’s mobile-first market and the first glimmers of programmatic advertising in the country.
eMarketer: How would you describe the overall state of the digital advertising market in Vietnam?
Animesh Kumar: The digital infrastructure in Vietnam is great. We get free Wi-Fi everywhere we go. In fact, before you’re offered food at most restaurants, you are given a Wi-Fi address password. In Asia—and especially in Southeast Asia—ad spending is increasing on digital channels, but it’s still in the early stages. Traditional TV advertising would be around 75% or 78% of the total ad spending. Overall, 13% to 14% of ad spending is going to digital, but big advertisers have increased that to close to 20%.
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