Vietnamese app developers and publishers are facing a highly competitive and challenging global market. New technologies, particularly AI and machine learning, are not only helping them attract users but also enhancing their growth and competitiveness on the international stage.

Digital advertising: A growth lever for Vietnam’s Digital Economy

Aiming to reach a scale of USD 45 billion by 2025, Vietnam’s digital economy is experiencing strong growth. Among its drivers, digital advertising is expected to play a strategic role, enabling businesses to fully tap into market potential and connect with consumers more effectively and personally.

Vietnam – A global bright spot in app publishing

According to estimates from Sensor Tower, Vietnam’s mobile app publishing sector has generated over 5.6 billion global downloads, placing the country in the top 3 worldwide for app downloads.

Vietnam also boasts a robust ecosystem of app publishers, with over 1,000 companies and more than 100,000 workers in the field. The domestic market remains strong, recording 3 billion app downloads in 2024, ranking 11th globally.

A growing trend is the focus on international markets, which account for 80% of the sector’s revenue and posted 19.3% growth in 2024. In contrast, domestic revenue saw a 2.9% decline, highlighting intense competition and the need for new strategies among publishers.

Rising global competition

According to representatives from Moloco, a U.S. – based leader in machine learning for apps, with over 3 million global apps, Vietnamese publishers are competing in a demanding global marketplace. As global competition increases, so too does the cost of acquiring high-value app users.

Transforming Vietnam’s Digital advertising industry

At a recent press conference titled “Transforming Vietnam’s Digital Advertising Industry: A Machine Learning Perspective,” Mr. Trương Đức, Vice President of the Hanoi Advertising Association, emphasized that with mobile devices being highly favored today, users expect more tailored and personalized online experiences.

“Traditional advertising methods may no longer deliver the desired efficiency for brands. To thrive, Vietnamese businesses must adopt more advanced technologies that enable real-time optimization, in-depth analytics for better user understanding, and deeper customer engagement,” said Mr. Trương Đức.

AI – A game-changer in Marketing

Speaking to VnEconomy, Mr. Paul D’Arcy, Global Marketing Director at Moloco, noted that the marketing sector is undergoing significant transformations through AI applications such as ad creation, video production, translation, and research.

“When working with clients, I’m impressed by how quickly they adopt AI. We’ve seen exemplary cases where very small studios grew rapidly to become global players,” he added.

Rapid product development thanks to comprehensive AI application

Mr. D’Arcy also observed the incredible speed of some developers, with some apps being completed in just two weeks. “They achieve this by leveraging AI in product development, global expansion, and even in localization processes to reach customers across various markets,” he shared.

Opportunities and challenges for Vietnamese businesses in the digital age

Mr. Jason Lê, Southeast Asia Business Development Director at Moloco, added that Vietnam’s digital economy is growing significantly, presenting both opportunities and challenges for domestic companies.

By integrating advanced machine learning technologies into their advertising strategies, Vietnamese businesses can identify and exploit growth opportunities not only internationally but also in untapped segments of the domestic market.

Moloco collaborates with Vietnamese app publishers

Moloco is bringing advanced ML technologies from global tech giants into applications across the open internet. Its machine learning system evaluates billions of ad opportunities to help publishers acquire and re-engage users, tailored to each business’s specific objectives.

Moloco currently partners with 8 of the top 10 app publishers in Vietnam and many others in the top 100.

“Our technology helps brands strike the right balance – efficiently scaling across borders while also boosting domestic growth. We’ve seen this through partners like Viettel Money, VTC Mobile, and Falcon Game Studio, who are leveraging machine learning for breakthrough and sustainable development,” Mr. Jason Lê added.

Source: Hoàng An (VnEconomy)