Hanoi, Vietnam – Despite digital advertising seeing a boom in the Vietnamese market, perception among Vietnamese consumers says otherwise, stating that they are getting tired of digital advertisements, the latest survey from data and analytics company YouGov shows.
According to the survey, around 43% of Vietnamese consumers find online ads annoying. On the contrary, around 25% of the respondents agreed that online advertising is interesting while 30% say that online advertising is creative. Despite the positive feedback, around 47% of consumers said that they always skip or want to skip online ads.
The survey noted that too much online advertising can drown out quality content for businesses. As such, online ads need to be exceptionally creative to stand out from the crowd and capture the attention of consumers.
Thue Quist Thomasen, CEO at YouGov Vietnam, said that their survey also showed 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. Why make sure people can view an ad, if the ads are boring and annoying,” Thomasen said.
