Digital Media Veteran Joe Nguyen Joins OTT Platform VieON as MD

Vietnamese OTT platform VieON has appointed Joe Nguyen (pictured) as CEO. In his new role, he will help build VieON into a stronger OTT player by growing its growing SVOD subscriber base and AVOD advertising business alongside a great team. Nguyen was previously at Comscore for more than 10 years, where he served as Vice President, Southeast Asia and India, and then Senior Vice President, APAC. He also worked at Omniture as Regional Director for Southeast Asia and at Millennium & Copthorne Hotels as Director of Global E-Commerce. Other companies he has worked for include Open World, Interactive Audience Measurement Asia and Pacific Market Concepts.

In a conversation with INTERACTIVE-MARKETING, Nguyen said he decided to take on this role because he wanted to be in the midst of the growing OTT industry, as the industry is booming. A recent study titled “The Future of TV 2022” by The Trade Desk found that OTT consumption grew 22% year-over-year in Southeast Asia. Viewers in Southeast Asia now stream 9.7 billion hours of content each month, up from eight billion last year, with the average viewer spending 48.6 hours watching OTT each month.

In addition to the lure of working in a growing industry, Nguyen added that he had always intended to eventually live in Vietnam. “For me, it’s really about getting to know the company, the people and the culture of the workplace. I’ve never worked professionally in Vietnam before, so it’s important that I learn how everything works before pushing too many initiatives,” he said. In his new role, Nguyen will help the company build VieON into a stronger OTT player by growing its growing SVOD subscriber base and AVOD advertising business.

Some of the brands VieOn is currently working with include Masan, a major retailer in Vietnam, as well as international players such as Pepsi, Nestlé and Tiger. A search on LinkedIn showed that there are currently 65 employees. “I started working in media in the 90s with the Discovery Channel. Since then I have been more digital with roles ranging from technology to operations and sales. Over the past two years I have been a consultant to the Asia Video Industry Association (AVIA), which helped me understand the OTT business across Asia,” Nguyen said.

Vietnam has the highest smart TV usage in Southeast Asia (27%), according to Magnite’s 2021 APAC research. AVOD is the most popular method of OTT audience, with 74% choosing a free or ad-lite streaming platform rather than paying for services. They also value mobile as much as TV, and 54% spend the most time streaming on mobile.

In general, Vietnam is a growing market and Nguyen said consumers there are savvy and brand-conscious. Therefore, brands looking to enter the market should take the time to build their brand image rather than just “launching products on an e-commerce platform”.

In addition to AVIA, Nguyen is a mentor and advisor to Quest Ventures and Trustworthy Accountability Group, respectively. According to his LinkedIn, he was also a board member of the Mobile Marketing Association, APAC and eMarketingEye, a Sri Lanka-based digital marketing agency.

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