Yandex Ads: The Future of Monetization in Vietnam

Vietnam has one of Southeast Asia's most active mobile app developer communities, but local publishers often struggle to monetise beyond their home market. Yandex Ads wanted to introduce its brand and its Easy Monetization product to Vietnam, where the name meant little to media or the app industry.

The company needed two things at once: a formal introduction to Vietnamese tech, business and mass media, and credible engagement with the industry leaders whose opinions shape what app publishers adopt. Its Monetization Outlook research on local practices, trends and challenges gave it something to say; it needed a way to be heard.

Ruder Finn Era's Vietnam team built the launch around usefulness rather than announcement. The Future of Monetization in Vietnam event at GEM Center in Ho Chi Minh City on 31 October 2024 brought Yandex Ads experts and Vietnamese industry leaders together to help app publishers navigate global monetisation and international expansion, with a panel on the future of Vietnamese mobile app growth and a photo-matching booth and mini game to keep the room engaged.

The research then travelled through the industry's own voices. Three key industry leaders in adtech, apps and marketing studied the Monetization Outlook and published their own content across Facebook, LinkedIn, TikTok and email newsletters, drawing on their experience of building and monetising apps, publisher pain points and the value of local ad networks and high-quality ad experiences.