Connect Full deck

1. Confidential | © Magnite | 1
Confidential | © Magnite | 1
Decoding The
Omnichannel Consumer

2. Confidential | © Magnite | 2
The Connected Consumer
Audience Insights Study
-
→ Conducted by Milieu
→ 3 markets covered
→ Online representative audience adults 16+
→ 30 questions
→ 800 surveys conducted

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Multi Channel
Consumers are spending
more time online across
multiple channels
Mobile First, CTV Next
Indonesians actively
using mobile to consume
content with CTV also on
the rise.
Relevance Is Key
To drive brand recall and
encourage openness to
viewing ads, viewers want
ads relevant to them.
Consumers Act on Ads
Consumers are ad
receptive and actively
engage in post-ad
actions across multiple
channels.
1 2 3 4
Key Takeaways

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69%
Active Video
UGC users
66%
Active social
media users
88%
Active users
across OTT,
Gaming, Audio,
Digital Content
Content consumption is actively happening across multiple online channels at least twice a week
Walled Gardens Open Internet
Q: Which of these activities do you frequently engage in for entertainment at least twice a week?
1. The Multi-Channel Consumer

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MYTH: Not All Internet Users Are on Social Media
and Watch Video UGC Frequently
Q: Which of these activities do you frequently engage in for entertainment at least twice a week?

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FACT: Active UGC Users Are Also Highly Active Across
Other Digital Channels
Q: Which of these activities do you frequently engage in for entertainment at least twice a week?

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19.2 Hours
Per Week
12.1 Hours
Per Week
14.9 Hours
Per Week
Indonesians Are Spending a Lot of Time Across Digital Media
20.7 Hours
Per Week
OTT
Streamers
Music
Streamers
Digital
Readers
Gamers

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Reach Users at Prime Times
After Lunch, After Dinner and Before Bedtime
Q: Time most active on OTT streaming/ Music Streaming/ Digital News/ Gaming

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A More Specific Look at Media Channel Usage Across
OTT, Gaming, Music & Digital News
Q: Time most active on OTT streaming/ Music Streaming/ Digital News/ Gaming

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Confidential | © Magnite | 10
We Have Never Lived In
A More Connected World

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2. The Digital Native Generation
88%
Of Video Streamers are
streaming via Smartphone
96%
Of Digital Readers are
browsing news/magazines
on mobile
93%
Of Gamers are playing
mobile games

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Mobile Complements the TV Viewing Experience
Q: While watching or streaming TV shows, movies or video content on your TV, what would you typically do with your smartphone?

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CTV Viewership Has Overtaken Traditional TV
Q: Which device do you use most often to watch TV shows, movies or video content?

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3. The Relevance Factor
Ads tailored to user needs and lifestyle increases recall and acceptance of ads
Q: Which of the following increases how much you recall an
ad you’ve seen?
Q: I'm more willing to view an in-game ad if...

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4. Consumers Act on Ads
79% 64% 78%
63%
Most consumers engage in some form of post-ad action after viewing an ad on…
Click Purchased Shared Search
Video Streaming Gaming Music Streaming Digital Content
Q: Which of the following actions have you taken, if any, after seeing an ad on video streaming/ gaming/ music streaming/ digital content

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The Indonesian Audience
Food: 59%
Online
Shopping: 49%
Beauty: 37%
Fashion: 36%
Top Interests
Comedy: 58%
Action &
Adventure: 57%
Romance: 51%
Crime &
Mystery: 51%
Top Film Genres
Parents: 34% Non Parents: 64%
Household Size
1: 7% 2: 15% 3-4 : 51% 5 - 7: 22%
Female: 56%
Male: 44%
Age
16 - 24: 34% 25 - 34: 41%
35 - 44:15% 45 - 54: 6%
Demographic

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Morning/Breakfast Lunchtime Dinnertime
Moms Package
Nighttime Commute
Total Avails: 2.3B
Music: 61M
News: 345M
Total Avails: 2.3B
OTT: 35M
Gaming: 370M
Music: 67M
News: 303M
Total Avails: 630M
OTT: 60M
Gaming: 95M
News: 111M
Total Avails: 1.6B
OTT: 96M
Gaming: 260M
Music: 38M
News: 300M
Music: 85M

20. OTT Viewers
When are they most
active
How they consume media
Activities frequently engaged in for entertainment at
least twice a week
20.7 hours per week spent streaming OTT videos on
average
61% are
gaming
59% are streaming
music
37% are reading digital
news/magazines
60% of video UGC users are streaming
OTT videos
65% of social media users are streaming
OTT videos
Ag
e
16-24 25-34 35-44 All
16-2
4
25-3
4
45-5
4
35-4
4
55
+
39
%
39
%
5
%
3
%
12%
13%
11%
12%
25%
26%
43
%
44
%
11% 10% 10%
11%
64
%
48
%
55% 52%
51%
59
%
13
%
41%
45%
71
%
23
%
63
%
Who are they
Demographics
Gender 59% Female
Marital stats. 33%
Married Parental stats.
32% Parents
41%
Male
67%
Unmarried
68% Not
parents
After
waking
up
During +
after
breakfast
During +
after
lunch
During +
after
dinner
Commutin
g
Late in the
night +
Before
bedtime
Lunchtime:
45%
Dinnertime:
51%
Nighttime:
63%
13
%
Source: Magnite Decoding The Connected Consumer Audience
Insights 2023

21. OTT Viewers
Omnichannel ad
impact
How are they
streaming
Mobile is King, yet CTV is rising
Top online
purchase
items
16-24 25-34 35-44 All
45
%
56%
59% 51
%
Searched
for the
product
advertised
online
Purchas
e
behaviou
r
Click the ad
to learn
more
Clicked the ad
to engage
with
interactive
content
Shared the ad
with someone I
know
Made a
purchase:
41%
Higher
than
social
media:
39%
Higher
than
video
UGC:
35%
40
%
23
% 15
% 10
%
39
%
28%
29% 26%
20
% 14
%
44
%
11
%
10
%
41
%
16
% 11
%
Top interests
70% Foodies
61% Online
shoppers
49% Fashion
Top genres
71% Comedy
68% Action
& adventure
64%
Fashion and
Apparel
89%
Mobil
e
60% Food
54% Beauty
While watching TV, Mobile is a complementary
device to drive further show engagement
47% search online for products from shows or ads
56% send messages to friends/ families about the
show
33%
CTV
41%
Lapto
p
52%
Romance
Source: Magnite Decoding The Connected Consumer Audience
Insights 2023

22. Digital
Reader
s
Who are they
When are they most
active
How they consume media
Activities frequently engaged in for entertainment at
least twice a week
16-24 35-44
25-34 All
Demographics
Gender 59% Female
Marital stats. 30%
Married Parental stats.
29% Parents
41%
Male
70%
Unmarried
71% Not
parents
34%
17
%
23%
24%
After
waking
up
40
%
46
%
37
%
43
%
During +
after
breakfast
36
%
54%
42
%
48
%
During +
after
lunch
40%
39% 37
%
41
%
During +
after
dinner
15
%
17%
15%
16
%
Commutin
g
39
%
44%
46%
41
%
Late in the night
+ Before
bedtime
Lunchtime:
36%
Dinnertime:
35%
Nighttime:
46%
Age
16-24 26%
25-34 39%
35-44 20%
45-54 9%
55+ 6%
12.1
hours per week spent reading digital
news/ magazines on average
69% are streaming OTT
videos
67% are gaming on
mobile
62% are streaming
music
Source: Magnite Decoding The Connected Consumer Audience
Insights 2023

23. Interest
s
Device most
used
96% Mobile
3% Laptop
62% Foodies
48% Fashion
60%
Online
shoppers
47% Tech
Lovers
Digital
Reader
s
Omnichannel ad
impact
13
%
30
%
38
%
46
%
38
%
37%
40%
28
%
28
%
15
%
36%
37%
16
%
14
%
33
%
17
%
36
% 33
%
18
% 15
%
Searched
for the
product
advertised
online
Purchas
e
behaviou
r
Click the ad
to learn
more
Clicked the
ad to engage
with
interactive
Shared the
ad with
someone I
know
Indonesians aged 35-44
were more likely to
engage in post ad
search actions
Indonesians aged
16-24 were more
likely to engage with
interactive ad
content
16-24 25-34 35-44 All
Top online
purchase
items
51% Beauty
66%
Fashion and
Apparel
57% Food
Source: Magnite Decoding The Connected Consumer Audience
Insights 2023

24. When are they most
active
How they consume media
Activities frequently engaged in for entertainment at
least twice a week
19.2 hours per week spent on mobile games on
average
64% are streaming OTT
videos
57% are streaming
music
38% are reading digital
news/magazines
60% of UGC users are gaming on
mobile
55% of social users are gaming on
mobile
Ag
e
16-24 25-34 35-44 All
16-2
4
25-3
4
45-5
4
35-4
4
55
+
43%
36
%
5
%
4
%
Who are they
Demographics
Gender 45% Female
Marital stats. 32%
Married Parental stats.
32% Parents
55%
Male
68%
Unmarried
68% Not
parents
16%
18%
20
%
37
%
43
%
20% 20%
16%
18%
57
%
23
%
49%
48%
50%
47%
47%
62
%
58%
13
%
17%
20%
16
%
44
%
56
%
After
waking
up
During +
after
breakfast
During +
after
lunch
During +
after
dinner
Commutin
g
Late in the
night +
Before
bedtime
Lunchtime:
32%
Dinnertime:
39%
Nighttime:
49%
13
%
Gamers
Source: Magnite Decoding The Connected Consumer Audience
Insights 2023

25. Interest
s
Omnichannel ad
impact
Which devices do they
use
Top online
purchase
items
61%
Fashion
and Apparel
60% Foodies
93%
Mobil
e
53% Food
52%
Online shoppers
42% Beauty
42%
Tech
Lovers
Willingness to view an in-game ad
51% if it’s relevant
36% less repetitive, 66% consider 1-2 ads per hour
acceptable
33% in exchange for game rewards
18%
Consol
e
23%
Online/P
C
Gamers
Indonesians
aged 35-44
were more
likely to
engage in
post ad
search
actions
7
%
25
%
39
%
53%
36
%
27
%
14
%
18%
18%
10
%
36
%
13
%
11
%
32%
32%
22
% 17%
17%
15
% 10
%
Searched
for the
product
advertised
online
Purchas
e
behaviou
r
Click the ad
to learn
more
Clicked the ad
to engage
with
interactive
content
Shared the ad
with someone I
know
16-24
Source: Magnite Decoding The Connected Consumer Audience
Insights 2023
25-34 35-44 All

26. Music
Streamer
s
Who are they
When are they most
active
How they consume media
Activities frequently engaged in for entertainment at
least twice a week
14.9 hours per week spent streaming music on
average
70% are streaming OTT
videos
63% are gaming on
mobile
40% are reading digital
news/magazines
52% of video UGC users are music
streamers
58% of social media users are music
streamers
Ag
e
16-24 25-34 35-44 All
16-2
4
25-3
4
45-5
4
35-4
4
55
+
44%
35
%
4
%
3
%
Demographics
Gender 59% Female
Marital stats. 30%
Married Parental stats.
29% Parents
41%
Male
70%
Unmarried
71% Not
parents
13
%
24
%
35%
24
%
After
waking
up
17
%
34
% 28
%
34
%
During +
after
breakfast
31
%
36%
35%
36%
During +
after
lunch
30
%
35
% 28
%
35
%
During +
after
dinner
34
% 29
%
22
%
29
%
Commutin
g
61
%
46
% 39
%
46
%
Late in the night
+ Before
bedtime
Lunchtime:
36%
Dinnertime:
35%
Nighttime:
46%
14
%
Source: Magnite Decoding The Connected Consumer Audience
Insights 2023

27. Music
Streamer
s
Interest
s
Top online purchase
items
52% Beauty
62% Fashion and Apparel
68% Foodies
46% Fashion
60%
Online
shoppers
45% Beauty
55% Food
Omnichannel ad
impact
11
%
21
%
41%
37
%
30
%
21
% 18
%
11
% 6
%
33
%
23
% 20
%
5
%
22
%
33
%
15%
15%
27
% 23
%
7
%
Searched
for the
product
advertised
online
Purchas
e
behaviou
r
Click the ad
to learn
more
Clicked the
ad to engage
with
interactive
Shared the
ad with
someone I
know
Indonesians aged 25-34
were more likely to
engage in search and
purchase post ad
actions
Indonesians aged
35-44 were more
likely to click on the
ad to learn more
16-24 25-34 35-44 All
Source: Magnite Decoding The Connected Consumer Audience
Insights 2023

28. Who are they
When are they most
active
How they consume media
Activities frequently engaged in for entertainment at
least twice a week
Festive
Shopper
s
Ag
e
16-2
4
25-3
4
45-5
4
35-4
4
55
+
39
%
34
%
16
%
6
%
5
%
Demographics
Gender 54% Female
Marital stats. 41%
Married Parental stats.
40% Parents
46%
Male
59%
Unmarried
60% Not
parents
After waking
up
During +
after
breakfast
During + after
lunch
During + after
dinner
Commutin
g
Late in the night
+ Before
bedtime
69% are streaming OTT videos; 56% do so 2-3
hours daily
60% are gaming; 42% do so 2-3
hours daily
56% are streaming music; 44% do so 2-3
hours daily
39% are reading digital
news/magazines;
32% do so 2-3 hours daily
10
%
14% 15%
22%
23
%
18
%
22
%
43% 49%
52%
34
%
44%
51
%
45%
35%
38%
12
%
23
%
32%
19
%
65%
55%
53%
42%
NEWS
NEWS
OTT
GAMING
OTT
GAMING
MUSIC
NEWS
NEWS
MUSIC
OTT
OTT Gaming Music Digital News/Magazines
Source: Magnite Decoding The Connected Consumer Audience
Insights 2023

29. Which devices do they
use
Top online
purchase
items
While watching TV, Mobile is a complementary
device to drive further show engagement
58% search online for products from shows or ads
67% send messages to friends/ families about the
show
Digital News:
96%
Mobile
3% Laptop
OTT
Streaming:
90%
Mobile
33% CTV
Searched for the product advertised
online
Purchase
behaviour
62
%
49
%
37
%
35
%
41
%
62
%
43
%
40
%
40
%
Festive
Shopper
s
Interest
s
67% Foodies
64% Online
shoppers
52% Beauty
Top genres
64% Action
& adventure
63%
Fashion and
Apparel
60% Food
49% Beauty
62%
Comedy
58%
Romance
Source: Magnite Decoding The Connected Consumer Audience
Insights 2023
Omnichannel ad
impact
OTT Gaming Music Digital News/Magazines All
77
%
ALL
ALL

30. Who are they
When are they most
active
How they consume media
Activities frequently engaged in for entertainment at
least twice a week
Young
Millennials
25–34
Demographic
s
Gend
er
Marital
stats.
Parental
stats.
84%
Female
34%
Married
33%
Parents
16%
Male
66%
Unmarried
67%
Not
61% are streaming OTT videos; 55% do so 2-3
hours daily
53% are gaming; 40% do so 2-3
hours daily
47% are streaming music; 49% do so 2-3
hours daily
33% are reading digital
news/magazines;
34% do so 2-3 hours daily
After waking
up
During +
after
breakfast
During + after
lunch
During + after
dinner
Commutin
g
Late in the night
+ Before
bedtime
13
%
18
%
24
% 17
%
26
% 23
%
34
%
46% 48
%
49%
NE
WS
36
%
54% 55%
50%
39
%
35%
10
%
16
%
29%
17
%
59%
58%
46% 44%
NEWS
NEWS
OTT
GAMING
MUSIC
OTT
GAMING
MUSIC
NEWS
OTT Gaming Music Digital News/Magazines
Household
Size
1
2
3 to
4
5 or
more
20%
10
%
50%
20%
Source: Magnite Decoding The Connected Consumer Audience
Insights 2023

31. Interest
s
Which devices do they
use
52%
Horror
Top online
purchase
items
While watching TV, Mobile is a complementary
device to drive further show engagement
51% search online for products from shows or ads
46% post about the content on social media
Digital News:
96%
Mobile
3% Laptop
OTT
Streaming:
88%
Mobile
25% CTV
Searched for the product advertised
online
Purchase
behaviour
56
%
39
%
36
%
33
%
40
%
39
%
41
%
38
%
68
%
55
%
Young
Millennials
25–34
74% Online
shoppers
64% Foodies
48% Fashion
Top genres
71% Comedy
52% Action
& adventure
62%
Fashion and
Apparel
48% Beauty
52% Food
Omnichannel ad
impact
Source: Magnite Decoding The Connected Consumer Audience
Insights 2023
OTT Gaming Music Digital News/Magazines All
ALL
ALL