1. The Story of the Indonesian Digital Consumer
Kerry J Brown, comScore, Inc. Twitter: @comScoreAPAC
VP, Southeast Asia @comScore

2. comScore Global Leader in Measuring the Digital World
NASDAQ SCOR
Clients 1,900+ worldwide
Employees 1,000+
Headquarters Reston, VA
170+ countries under measurement;
Global Coverage
44 markets reported
Local Presence 32+ locations in 23 countries
© comScore, Inc. Proprietary. 2 V0411

3. UDM Approach Leverages the Best of Panel & Server Data
2 Million Person Panel PERSON-Centric Panel with
360°View of Person Behavior SITE-Census Measurement
Web Visiting
& Search
Online Behavior Online
& Offline Advertising
Buying Exposure PANEL CENSUS
Advertising
Transactions Effectiveness
Media & Video Demographics,
Consumption Lifestyles
PANEL
& Attitudes
Unified Digital Measurement™ (UDM)
Mobile Internet
Usage & Behavior Patent-Pending Methodology
1 Million Domains Participating
Adopted by 80% of Top 100 Global Media Properties
And, a behavioral cross-platform measurement capability
3
© comScore, Inc. Proprietary. V0411

4. Snapshot: Indonesian Online Population
© comScore, Inc. Proprietary. 4

5. Sizing the Market
There are 246 million Indonesians
47 million (19%) Online via Home/ Work Computers
32 million access out of home
© comScore, Inc. Proprietary. 5 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Apr-2012 vs.
Jul-2011

6. It’s all about volume in Indonesia!
World’s Largest Internet Markets
Unique Visitors (000)
China 333,930
United States 188,478
Japan 73,466
India 57,838
Russia 56,924
Germany 51,600 Indonesia has
19% Online =
Brazil 45,478
47 million!
France 43,207
United Kingdom 37,613
South Korea 31,005
© comScore, Inc. Proprietary. 6 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Augutst 2012

7. Indonesia is the second fastest growing market in SE Asia
Singapore
India
+14%
+34%
Philippines
+11% Indonesia
Malaysia +29%
+9%
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
© comScore, Inc. Proprietary. 7 vs. August 2011

8. Indonesians: Online less frequently and for shorter periods of time
But spend more time on social networking sites!
Indonesian Internet User vs the Global
33 vs 56
1 in 3 vs1 in 5
Distinct
Minutes Spent
Visits to
Social
the Web
Networking
16 vs 24
51 vs174 Number of Hours
Online Spent Online
Videos
Viewed 1,300 vs 2,300
79 vs 121
Searches pages of content
Performed consumed
© comScore, Inc. Proprietary. 8 Source: comScore Media Metrix, qSearch and Video Metrix, Visitors Age 15+
Home/Work Location, Worldwide, Augustl 2012

9. Indonesian Market Driven by Youth Demographic
Vs the SE Asia Average
Online Population is Younger…
(1524 Index 110 )
They go online as frequently…
( 29 visits per month )
…But for shorter bursts
( 33 minutes vs 51 minutes)
© comScore, Inc. Proprietary. 9 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
vs. August 2011

10. Males are more likely to be Online than Females
2.4% 55+ 0.7%
5.5% 45-54 2.4%
10.6% 35-44 5.8%
15.9% 25-34 11.6%
24% 15-24 21.1%
© comScore, Inc. Proprietary. 10 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
vs. August2011

11. Despite International Sites Dominating, Strong Local Presence
Top Sites 1524
© comScore, Inc. Proprietary. 11
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012

12. Local Sports & Gaming Sites Most Effective
– Men like to Play!
Top Indexing Sites M1524
© comScore, Inc. Proprietary. 12
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012

13. The Most Effective Sites for Women 1524
K- Pop overshadows Socializing, Celebrity Gossip and Fashion
© comScore, Inc. Proprietary. 13
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012

14. 5 KEY TRENDS SHAPING THE
DIGITAL LANDSCAPE
 SOCIAL NETWORKING
 E-COMMERCE
 ONLINE VIDEO
 MOBILE
 DIGITAL ADVERTISING
© comScore, Inc. Proprietary. 14

15. SOCIAL
NETWORKING
© comScore, Inc. Proprietary. 15

16. Social Networking Near Saturation in Indonesia
Social Networking % Reach of Social Networking Average
Visitors Hours per Visitor
Philippines 96.0% Thailand 8.9
Singapore 94.7% Philippines 8.0
Malaysia 94.2% Malaysia 5.6
Indonesia 92.6% Indonesia 4.9
Thailand 92.5% Singapore 3.7
Vietnam 86.3% Vietnam 3.7
© comScore, Inc. Proprietary. 16 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012

17. Facebook and Twitter Lead Most SEA Markets Except Vietnam
INDONESIA % Reach MALAYSIA % Reach
Facebook.com 84.6% Facebook.com 86.6%
Twitter.com 31.6% Twitter.com 16.0%
Multiply.com 13.4% Digg.com 6.5%
SINGAPORE % Reach PHILIPPINES % Reach
Facebook.com 72.1% Facebook.com 94.3%
Twitter.com 19.9% Twitter.com 25.5%
LinkedIn.com 12.4% Multiply 12.0%
THAILAND % Reach VIETNAM % Reach
Facebook.com 87.4% ZING Me 58.7%
Twitter.com 14.7% Facebook.com 49.4%
Pantown.com 8.3% Yahoo! Profile 10.2%
© comScore, Inc. Proprietary. 17 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012

18. Emerging Social Networks: “Pinning” Takes off in Southeast Asia
100
90 Philippines
Total Unique Visitors (000)
80 Malaysia
70 Thailand
60 Indonesia
50
Singapore
40
Vietnam
30
20
10
0
Nov-2011 Dec-2011 Jan-2012 Feb-2012 Mar-2012 Apr-2012
© comScore, Inc. Proprietary. 18 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012

19. e-Commerce
© comScore, Inc. Proprietary. 19

20. Asia Pacific Falls Below the Global Average for Retail Visitation
% Reach of Retail Category % Reach of Retail Category APAC
by Global Region Taiwan 85.8%
Japan 83.9%
Worldwide 72.0%
New Zealand 80.7%
Vietnam 79.2%
North America 88.6% Australia 72.7%
South Korea 72.4%
Europe 78.1% Hong Kong 70.0%
Singapore 67.2%
Latin America 70.6% Thailand 66.8%
China 64.9%
Asia Pacific 67.0% India 57.6%
Indonesia 54.9%
Middle East - Philippines 50.7%
51.2%
Africa
Malaysia 50.2%
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
© comScore, Inc. Proprietary. 20

21. But Indonesia seeing strongest growth Region
Growth in Retail Category Visitors (000)
Apr-11 Apr-12
+39%
6,932 +13%
5,922
5,238
4,970
+21%
+13%
3,150
2,596
1,968 2,216
Indonesia Malaysia Philippines Singapore
© comScore, Inc. Proprietary. 21 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012

22. Deal Sites Also Witnessing Significant Local Adoption
Indonesia Thailand
Malaysia Philippines
© comScore, Inc. Proprietary. 22 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012

23. ONLINE VIDEO
© comScore, Inc. Proprietary. 23

24. Online Video Viewers in Taiwan, Vietnam, Indonesia and the Philippines
comScore Data Gems, August 2012
© comScore, Inc. Proprietary. 24

25. Each month online video in Indonesia achieves the following:
8.8 M Unique Viewers
67% % Percent of Internet Audience
20 % Percent of Time Spent Online
456 M Total Videos Watched
44,000 Total Hours
51.6 Average Videos per Viewer
5.8 Hours per Viewer
August 2012 Video Metrix Data * comprised of Indonesia
© comScore, Inc. Proprietary. 25

26. Almost half of Users who watch Video online in Indonesia are 15-24
WEB VIDEO REACH
55+ 3%
45-54 18%
35-44 16%
25-34 27%
15-24 46%
15+ 67%
Source: comScore Video Metrix, Indonesia August 2012
© comScore, Inc. Proprietary. 26

27. Top Video Destinations in Indonesia: YouTube, VEVO & Facebook
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
© comScore, Inc. Proprietary. 27

28. YouTube Partner Channels Attract Loyal Following
CHANNELS
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012
© comScore, Inc. Proprietary. 28

29. comScore Video Metrix
341,000 people in Indonesia
watched an average
of just 13 sport related videos
each in July 2012.
source: comScore Video Metrix July 2012
© comScore, Inc. Proprietary. 29

30. MOBILE
© comScore, Inc. Proprietary. 30

31. Although Tablets Account for More than 40% of non PC traffic in
Malaysia, Philippines, Thailand, Mobile holds firm in Indonesia
Share of Non-Computer Traffic by Market
Mobile Tablet Other
9.4%
21.5%
39.3% 44.5%
42.8% 46.2%
90.2%
77.8%
58.9% 54.6% 49.5% 51.0%
Singapore Malaysia Philippines Thailand Vietnam Indonesia
© comScore, Inc. Proprietary. 31 Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, August 2012

32. Is this where Indonesia will go?
Cross-Device Consumption: Device Usage Differs Throughout Day
Tablets rule
PCs dominate the home
working hours
Smartphones
bridge the gaps
Weekday Share of Device Page Traffic in the Singapore
Confidential and Proprietary 32 Source: comScore Device Essential, Week of May 14, 2012,
© comScore, Inc. Proprietary. 32 Singapore

33. Will mobile become the main way of accessing
Social Networks as in US?
Average Monthly Minutes per Visitor for
Selected Mobile Social Networking Sites (U.S.)
441.3
145.6
114.4 Higher than
Fixed Internet
68.4
52.9 Apps drove the majority
of engagement,
12.9 representing 4 in every 5
mobile media minutes.
© comScore, Inc. Proprietary. 33 Source: comScore Mobile Metrix 2.0,March 2012, U.S.

34. DIGITAL
ADVERTISING
© comScore, Inc. Proprietary. 34

35. There are many issues that are ‘holding digital back’
Ad clutter Poor visibility
Digital Advertising Needs a Reality Check
Bad actors
Glut of low quality
gaming the
inventory
system
© comScore, Inc. Proprietary. 35

36. It’s mid-night…do you know how your ads are performing?
 In-view
 In geography
 In brand safe environment
 Removal of non-human traffic
Together, these insights enable more accurate ROI measurement

37. vCE SE Asia
Charter Study Findings
© comScore, Inc. Proprietary. 37

38. Study Objective:
Quantify incidence of sub-optimal ad delivery across key ad
delivery dimensions…
VIEWABILITY GEOGRAPHY
TARGET
AUDIENCE
DELIVERY
LEVEL OF
SAFETY
NON-HUMAN
TRAFFIC
• Demographically
• Behaviorally
© comScore, Inc. Proprietary. 38

39. The first industry study to bring 6 leading marketers together to
validate online advertising delivery
10 campaigns 9 countries
347 million imps 329k sites
© comScore, Inc. Proprietary. 39

40. Across all campaigns, the average in-view rate was 58%
or about 4 out of 10 ads weren’t seen
© comScore, Inc. Proprietary. 40

41. vCE Charter Studies Compared
Viewability
ASIA 58%
CANADA 65%
EUROPE 67%
US 69%
Results lower but compares equally with similar
studies done in the US, EU and Canada
© comScore, Inc. Proprietary. 41

42. Food & drink sites delivered strong in-view rates, while
parenting and sports sites delivered just 23% of ads in-view
Percent of Ads Served In-View by Select Content Types
82%
71%
63% 61%
59% 57%
52%
45%
41% 40%
23% 23%
7%
This variation across categories is typically due to site layout
and page clutter
© comScore, Inc. Proprietary. 42

43. Wide Skyscrapers delivered the strongest in-view rates
but there was significant variance across campaigns with a
range of 42% to 94% in-view for this ad size
Percent of A/Pac Ads Delivered In-View
76% by Ad Size
Page location,
50%
clutter and
48%
size matters
Wide Leaderboard Medium
Skyscraper (728x90) Rectangle
(160x600) (300x250)
© comScore, Inc. Proprietary. 43

44. vCE Improves Performance Measurement
 Buyers
= = 33%
20%

 conversion
conversion rate
rate
People exposed to served ad
People exposed to validated ad
impressions
impressions
Ad Effectiveness Studies that don’t use validated impressions
understate branding & sales impact.

45. Key Takeaways
 Indonesia’s place in the global digital landscape.
– Large, growing and young Internet audiences highlight tremendous
potential for the region.
– Penetration and engagement levels still have room to grow.
 Social networking dominates online experience.
– Brands need to understand the extended reach of fans, friends and
social media ads and how these fit into overall digital strategy.
 E-commerce is growing, but still lags behind the U.S. and Europe.
– Local e-commerce brands entering the market will help fuel continued
growth and increase consumer confidence in purchasing online.
 Online video landscape developing, move towards long form content.
– Online video opening up big opportunities for advertisers.
– YouTube channels introducing new segments.
© comScore, Inc. Proprietary. 45

46. Key Takeaways Continued
 Smartphone and tablets fuel the rise of the Digital Omnivore.
– Mobile platforms are disrupting the digital landscape.
– Publishers and advertisers need to understand how people are using
devices differently throughout the day to best hone digital strategies.
 With all this great data you are able to create an informed media
plan…but you must check that once infield it is actually delivering.
© comScore, Inc. Proprietary. 46

47. Thank you!
For a copy of today’s presentation, please email
press@comscore.com
Kerry J Brown, comScore, Inc. Twitter: @comScoreAPAC
VP, Southeast Asia @comScore