In order to winning the brand competition, a brand has not only brand framework strategy only but also need to be expanded on brand media strategy that will communicate the right message to the right audience at the right time - Each media has different role to tap in with specific audience - Understanding consumer behaviour toward media consumption is a must for marketer to have better insights - Marketing strategy embraced each journey on consumer decision making from awareness (catch), consideration (connect) and purchase (conversion)

1. MEDIA STRATEGY 2017
Maintain Brand Visibilty through
Media Effectiveness & Efficiency
Indra Gusviyandi
Brand Media Marketing Enthusiast

2. Market Facts1

3. Source:
Nielsen Clear Decision 15+ UML
92%
43%
6%
23%
17% 16%
6%
94%
24%
4%
13%
8% 6%
24%
43%
35%
95%
20%
4%
12%
6% 5%
28%
39%
31%
96%
18%
3%
11%
4% 3%
30%
36%
28%
96%
16%
5%
11%
3% 2%
36% 37%
26%
95%
15%
5%
10%
3% 2%
39%
36%
25%
TV YDAY RADIO YDAY CINEMA PM NPP TBL MGZ INTERNET PW STATIC OOH YDAY AD IN PBL TRNSPRT
YDAY
2007 2012 2013 2014 2015 Q2 2016
#MARKET FACTS 1 : Indonesia Media Penetration
TV still the main medium for Indonesia mass market (95%), followed by Internet (39%) due to increasing smartphone
users, while outdoor media remained stable (36%). However, Radio (15%) & print media (10%) decreased

4. Source: zenith optima, 2016
#MARKET FACTS 2 : Average Daily Media Consumption

5. Marketing Challenges in 20172

6. #1 Consumer Behavior is changing which also impact to media consumption behavior
The Indonesian middle and affluent classes continue to expand. There are 80 million social media users
here, and that figure is climbing. The value of e-commerce is rising fast
Social media is a huge phenomenon in Indonesia, and it is transforming the social aspect of shopping
and purchase decision-making that used to happen offline.
#2 All Telco players currently are playing in the same fields (digital contents)
By collaborating with OTT or In-House Innovation that base on Music, Video/Movie and Games, Most
Telco Players offered new package that support customer to access contents easily and affordable
#3 Multi-screen behavior to access content become more real that affecting to media consumption
Currently people become more easily to change many devices in every day of the their lives while TV
still dominant in term of consumption but smartphone has significantly increased in the last 3 years
Marketing Challenges in 2017
Media Perspective

7. Media Strategy Framework 20173

8. #1 Consumer Behavior is changing which also impact to media consumption behavior
#2 Most players currently are playing in the same fields (digital contents)
#3 Multi-screen behavior to access content become more real that affecting to media consumption
Sharpening media effectiveness
and efficiency
Keep maintaining SOV in all media
(Conventional & Digital)
Stand out via creative innovation
Transformation to Digital Company
• Identify quarterly GRP projection within
competition
• Get the highest impressions numbers across
all platform
• Digital content integration across all
media platform (offline and online)
• Focused on relevant touch point for each brand
• Cost Efficiency: maintain 0% CPRP inflation
through channel mix and buying schemes
strategy and bidding optimization through
digital media
• Maintaining quality:ensure the quality buy
(Reach, Top Genre/Programs/Category,day
part allocation and re-targeting)
Brand Media Theme 2017
Maintain brand visibilty through media effectiveness & efficiency
Marketing Challenges 2017

9. CONSUMER PATHWAY TOUCHPOINTS
Awareness Involvement Consideration Purchase Consumption
Communication Goals
Launch a product/
Communicate benefit of
new offers
Increase emotional
engangement
Shifting positive motive
with favorable
comparison
Convert intent into
action at the point of
purchase
Improve the user
experiences
Television
Newspaper/ Magazine
Radio
OOH
Digital Display Banner
Digital Search
Events
POS Material
Primary strengths
Digital Video
Shopper Marketing/ Trade
Secondary medium

10. BRAND MEDIA STRATEGY 2017
Catch the audience attention
by maximizing REACH
Connect brand and audience
through high AFFINITY
medium
Trigger consumer ACTION;
drive participation
and/or conversion
CATCH CONNECT CONVERT
• Optimum reach on TV
• Reach and Frequency approach
though Digital Media
• OOH
• Content integration on TV
programs
• Digital creative
• Radio
• Activation
• Performance buying on digital
• Encourage submission
• On ground activation to promote
trial and product experience
Perception Objective
§ Imagery that trigger brand
selection/purchase
§ Imagery usually influenced by
creative material / Sponsorship
Awareness Objective
§ Top of Mind
§ Spontaneous Brand Awareness
§ Media Awareness
Usage Objective
§ Ever Trial
§ Current Usage
§ Brand Used Most Often
PHASECOMMUNICATION
OBJETIVES
MEDIUM

11. Thank You
It’s NOT about HOW BIG YOU INVEST IN MEDIA SPENDING….
But…..
HOW to CONNECT with CONSUMERS HEART & EMOTION, Brand will stay STRONG…