TV versus Online Advertising in Indonesia 2013

1. TV vs. ONLINE
2013
Insight, case study and research
IN ASIA, FOR ASIA.
XM Gravity 2012 Credential | ©2012 XM Gravity. All contents & mater ials on this pr esentation belongs to XM Gr avity and its respectful partners.
IN ASIA, FOR ASIA.

2. Online Advertising Achieves a higher ROI
Research undertaken by Nielsen indicates a high digital return on
investment in Asia. For every marketing dollar spent in Asia Pacific, return
on digital was 1.78 dollars, higher than other options. Marketers must
leverage this knowledge and ensure digital is part of their media plans to
optimize returns.
Source: Nielsen
IN ASIA, FOR ASIA.

3. South East Asia Needs to Fast-Track Online Advertising
Globally 14% of advertising expenditure goes towards digital. South East
Asia region is trailing behind and, with increasing consumer eyeballs turning
to digital media, allocation of marketing budgets needs to reflect
the new reality.
Source: Nielsen
IN ASIA, FOR ASIA.

4. Simultaneous Media Consumption Opens Up
New Possibilities
Nielsen’s Southeast Asia Digital
Consumer Report reveals 45% of
digital consumers in Indonesia
watch television and surf the
internet at the same time. There
is evidence suggesting campaigns
that reach the same audience
through both the internet and
television perform better in terms
of branding.
There are many opportunities for
advertisers to leverage this shift to
media multi-tasking for deeper and
more interactive engagement with
these audiences.
IN ASIA, FOR ASIA.

5. Indonesia Has Strong Trust in Social Media
Online has grown rapidly in reach and influence in Indonesia, and according to
Nielsen, 62% Indonesians online claim to view product reviews on social
media for purchase decisions - much higher than mature markets like Japan,
Australia and New Zealand.
Source: Nielsen
IN ASIA, FOR ASIA.

6. Online Behavior: Females 15-34 Years
Malaysia Compared to Indonesia
82% Indonesian women online use the
internet several times a week, and two-
thirds of Indonesian women access the
interview via mobile.
Online activities are dominated by social
media, with social networking activities
accounting for as much as 78% of time
spent online in Malaysia and 82% in
Indonesia.
Online usage of Indonesian women peaks
at lunch-time and television peaks during
prime-time.
Strategy implications:
• Use digital to reach women during the
day and to compliment television in the
evening
• Leverage mobile usage in Indonesia for
incremental reach
Source: Nielsen
IN ASIA, FOR ASIA.

7. Jakarta, Loudest City on Twitter
There are approximately 19 million active Twitter users in Indonesia. More
than 200 millions of tweets are posted in Indonesia everyday and most of
them are from Jakarta, making it #1 busiest city on Twitter.
Source: Semiocast
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8. Tweets vs. Retweets
More than half of tweets sent in Indonesia are retweets of other user’s tweets.
This suggests that Indonesians enjoy sharing content of their interest.
Source: SalingSilang
IN ASIA, FOR ASIA.

9. Online video viewers in
Taiwan, Vietnam, Indonesia
dan Philippines (data
monthly)
Data Comscore July 2012
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10. Each month online video in Indonesia achieves the following:
Data Comscore July 2012
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11. Data Comscore March 2012
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12. Mobile user data:
Source: adsmobi 2012
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13. Source: adsmobi 2012
IN ASIA, FOR ASIA.

14. Source: adsmobi 2012
IN ASIA, FOR ASIA.

15. Source: adsmobi 2012
IN ASIA, FOR ASIA.

16. Online Media CTR
Media Daily est. impression Est. CTR
Yahoo 5,000,000 0.12%
Facebook 1,759,115 0.10%
Detik 1,716,278 0.05%
GDN 1,490,848 0.35%
Kompas 420,023 0.10%
Viva 269,364 0.11%
Fimela 1,515 0.20%
Yahoo OMG 22,755 0.10%
Youtube
Tube mogul network
Twitter
IN ASIA, FOR ASIA.

17. Banner Performance Benchmark
Source: Mediamind Benchmark 2012
IN ASIA, FOR ASIA.

18. Banner Performance Benchmark
Source: Mediamind Benchmark 2012
IN ASIA, FOR ASIA.