App marketing during Vietnamese Tết – Insights for 2021 planning
With more apps downloaded than ever in 2020, Vietnam’s Tet season continues surging. We saw a Year-over-Year (YoY) increase in installs for Tet season, with exceptional spikes in Entertainment, Shopping and some Gaming app installs in the weeks following Tet. These could be attributed to the shutdown of schools in the wake of Vietnam’s first cases of COVID-19.
Meanwhile, paid media during Tet has only grown in importance. Non-organic installs for Shopping and Entertainment saw a remarkable post-Tet boost, while open sessions for all categories (save for Shopping) rose with the season. The first weeks post-Tet were a great time for Entertainment and Shopping apps to kick off installs campaigns due to lower costs per install (CPI).
For revenue-focused retargeting campaigns, Entertainment and Shopping marketers should focus on Tet week itself and the ones after, respectively, since in-app revenue rises during this time. They may also want to look into ramping up re-engagement and retargeting efforts to take advantage of the higher short-term retention observed this year. Gaming apps should consider starting paid campaigns one week before Tet to capitalize on gamers having more free time over the festive period. Their open sessions tended to rise, perhaps due to both Tet and the subsequent COVID-19 lockdown.
Being mindful that COVID-19 may continue to have an impact in 2021, marketers should study the data carefully and plan forward as the next Tet season arrives.
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