IN ASIA, FOR ASIA.

TV vs. ONLINE2013

Insight, case study and research

IN ASIA, FOR ASIA.

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

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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

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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.

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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

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Online Behavior: Females 15-34 YearsMalaysia 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

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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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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

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Online video viewers in Taiwan, Vietnam, Indonesia dan Philippines (data monthly)

Data Comscore July 2012

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Each month online video in Indonesia achieves the following:

Data Comscore July 2012

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Data Comscore March 2012

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Mobile user data:

Source: adsmobi 2012

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Source: adsmobi 2012

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Source: adsmobi 2012

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Source: adsmobi 2012

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Media Daily est. impression Est. CTRYahoo 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%YoutubeTube mogul networkTwitter

Online Media CTR

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Source: Mediamind Benchmark 2012

Banner Performance Benchmark

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Source: Mediamind Benchmark 2012

Banner Performance Benchmark