The members of the Internet communication market always believe that “content is the King,” because more articles would attract more users and higher viewers, thus leading to more advertisement contracts. The main points in the race of content service development of the “big guys” are Google, Video and Mobile.

Trying to attract more users

A report by Cimigo, a market survey firm in Vietnam, 92 percent of Vietnamese Internet users are familiar with Google. That explains why Google can be very useful to help businesses advertise their products. 

The number of visitors to a website much depends on the position of the website on the Google’s searched list. Therefore, in order to catch the eyes of viewers, the website should not only have interesting content, but also need to fit the searching algorithms of Google.

Video is also a good choice. According to the US ComScore, 89.8 percent of Internet users in Vietnam watch videos, while videos prove to be a very good content to increase the users’ stay time on the websites, thus helping attract more advertisements.

“24h”is believed to lead other websites in the number of videos showing football goals. In June 2012, when the Euro championship took place, the “Bong da” (football) column of “24h” attracted 210 million hits sometimes.

Also according to ComScore, Youtube is the video website which is most popular in Vietnam.

Chung Thi Minh Thu, a senior executive of FPT Online, said that FPT Online plans to launch a lot of product packages and ad formats to take full advantage of the high number of readers on its video contents.

Meanwhile, mobile web had remained an unknown for Vietnam until June 2012, when VC Corp announced that 9 million people accessed to its system from mobile phones.

FPT Online has also said that the duration and the number of clients reading news on its mobile web is in no way inferior to the number of people reading news on computers.

FPT Online, which is running VnExpress online newspaper, therefore, has put a high hope on the development of mobile web. Other online websites also have every reason to develop mobile web services, because they have a high percentage of readers who are Viet Kieu (overseas Vietnamese) or foreigners, living in different countries in the world, where mobile web has become very popular.

Trying to make money

Experts have pointed out that good content and higher number of readers does not always means high profits. nhaccuatui.com is the second biggest online music website in Vietnam, just after Zing Mp3, but it does not have high turnover.

Experienced Internet service firms such as VC Corp, FPT Online and VNG well understand this. Therefore, a common solution has been applied by all the three – building up an advertisement network of its own.

This is a mode of advertisement, under which clients not only buy the right to display ad pieces on a website, but on a whole system of websites.

VC Corp, for example, has Admicro, which it began developing in 2008, while FPT has Eclick and VNG has True Click. Besides, there are also many other choices, including Google Ad Network, VietAd.vn, Vatgia Ad, AdBay.vn.

Experts have noted that two groups of companies have taken shape. The first one includes the content producers (online newspapers, forums), and the second includes the advertisement exploiters with experiences and technologies.

                                                                                                                                                               Source :Vietnamnet