Total media ad spend in Indonesia is projected to increase 16% to $9.99 billion in 2013, with digital ad spend increasing to 20.1%. Mobile phone usage among Indonesians is high, with over 75% sending texts and 50% accessing the internet on their phones. Younger Indonesians aged 25-34 are most likely to order products/services via mobile at 23.93%. When choosing media partners, Indonesians value metrics like click-through rate, cost-per-click, and ability to drive brand awareness. Digital ad spending is growing rapidly worldwide, with the US remaining the largest market but China projected to become the second largest by 2016.

1. An Outlook of
Digital Adspends and The Opportunity
INDONESIA
2012

2. E-Marketer forecasts
total media ad spend in
Indonesia will increase
16.0% in 2013 to $9.99
billion.

3. And Digital Adspend it Self, will be raise to 20.1%

4. What the Key To win
The Market ?

5. Understand The
Consumers Behavior

6. Consumers Mobile Time VS Habit

7. The Mobile Users Behavior
Motivation of Users (%)
research for work 67.11
networking for work 62.05
education 70.57
stay in touch with friends 60.19
update my friend with my life 16.91
meet new people 40.08
Their Behaviors … promote something 62.58
entertainment 48.47
research product to buy 54.86
share my opinion 34.62
share contact 29.83
find music 35.82
finds films/ tv shows 23.83
stay up to date on news/events 69.28
research how to do things 64.18
organise my life 27.96
express myself 30.89
take on different personality 13.45
fill up spare time 38.62
to get inspired/ get ideas 72.84
play games 19.84
change others people opinion 15.58

8. % Of
Applications Used in Past Months Users
Send/ Receive Text Messages (SMS) 76.7
Send/ Receive Multimedia Message e.g
Photos & Voices (3G/MMS) 32.6
Send/ Receive Email 32.6
Access Internet Sites 50.6
What is they Access / Subscribe to news or business
Updates 22.4
Mobile Access / Subscribe to Financial Information 18.2
Find Shop / Office Locations 20.4
Activities* ? Search for Information on Products and
Services Via Mobile 23.1
Order Products or Services Via Mobile 16.7
Personal Banking / Pay Bills via Mobile 19.8
Use Mobile Messenger 18.6
Map/ Navigation 17.1
Personal Product Ownership
Smartphone 31.7
E-Readers e.g Kindle, Ipad, Tab 8.4
Source : Synovate, PAX Q4 2012 – Q3 2011; *Jakarta

9. Indonesia’s Mobile Users
% of Mobile Users who ordered Product or Services
Via Mobile
AGE
25 to 34 23.93
35 to 44 14.95
45 to 54 10.6
55 to 64 12.94
Job Title
Do You know more Top Management
Non Top Management
21.2
22.5
about them ? Monthly Househod Income
US$ <2000 16.24
US$ 2000 to <4000 20.4
US$ 4000 to <6000 17.21
US$ 6000 to <8000 3.6
US$ 8000+ 32.63
Montly Personal Income
Below US$ 1000 18.43
US$ 1000 to <2000 28
US$ 2000 to <3000 28.84
US$ 3000 to <6000 29.03
US$ 6000+ 39.96
Source : Synovate, PAX Q4 2012 – Q3 2011; *Jakarta

10. What Consumers said About
Mobile Advertising ?

11. Do Market Trust Mobile Advertising Form ?

12. So . . What we can
Offers for them ?

13. Placement
Traffic
Audience
Objective
Solutions
Placement

14. 2011 2012 2013+
Telco’s Contents Telco’s Contents
GSM  News
 News
CDMA  Sports
 Sports
 Technology
Telco’s  Technology
 E-Commerce
 E-Commerce
 Entertainment
 Entertainment
Mobile Applications
Telco Targeted ++
Broaden your category
Age Location Gender Interest
Handset OS ARPU Carrier

15. Because this is what their concerned

16. the Most Important Factors When
Choosing a Media Partner?
90% 84%
80%
70% 67% 67%
60% 55% 55%
50% 47%
40%
30%
20% 19%
20% 17%
10%
0%

17. What Metric Advertiser
Evaluate Performance?
70%
60%
50%
40%
30% 64% 61%
48%
20%
35% 33%
25%
10%
0%
CTR CPC CPA Ability ti Drive Brand Interation Rate Ability to Drive Brand
Awareness Favorability
Source : Online Advertising Landscape Summer 2011

18. if we win this competition
the world is will be in our hand

19. Top 10 Countries Ranked by
Digital Ad Spending (Billions)
2012 2016
1. US $37.08 1. US $55.05
2. Japan $9.60 2. China* $16.48
3. UK $8.64 3. Japan $12.55
4. China* $7.36 4. UK $12.19
5. Germany $6.75 5. Germany $9.29
6. Canada $3.22 6. Canada $5.24
7. France $3.19 7. Australia $4.50
8. Australia $3.04 8. France $4.26
9. S. Korea $2.50 9. Brazil $4.13
10. Russia $2.08 10. Indonesia $4.02
* Excluding Hong Kong. Source e-marketers 2012

20. THANK YOU
Author : Deden Mulyana
Email : Deden.mulyana@gmail.com