Digital Adspends and The OpportunityINDONESIA

2012

An Outlook of

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

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

What the Key To win The Market ?

Understand The Consumers Behavior

Consumers Mobile Time VS Habit

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

The Mobile Users Behavior

Their Behaviors …

What is they Mobile Activities* ?

Applications Used in Past Months% Of Users

Send/ Receive Text Messages (SMS) 76.7

Send/ Receive Multimedia Message e.g Photos & Voices (3G/MMS) 32.6Send/ Receive Email 32.6Access Internet Sites 50.6

Access / Subscribe to news or business Updates 22.4Access / Subscribe to Financial Information 18.2Find Shop / Office Locations 20.4

Search for Information on Products and Services Via Mobile 23.1Order Products or Services Via Mobile 16.7Personal Banking / Pay Bills via Mobile 19.8Use Mobile Messenger 18.6Map/ Navigation 17.1Personal Product Ownership Smartphone 31.7E-Readers e.g Kindle, Ipad, Tab 8.4

Source : Synovate, PAX Q4 2012 – Q3 2011; *Jakarta

Do You know more about them ?

% of Mobile Users who ordered Product or Services Via Mobile

AGE25 to 34 23.9335 to 44 14.9545 to 54 10.655 to 64 12.94Job TitleTop Management 21.2Non Top Management 22.5Monthly Househod IncomeUS$ <2000 16.24US$ 2000 to <4000 20.4US$ 4000 to <6000 17.21US$ 6000 to <8000 3.6US$ 8000+ 32.63Montly Personal IncomeBelow US$ 1000 18.43US$ 1000 to <2000 28US$ 2000 to <3000 28.84US$ 3000 to <6000 29.03US$ 6000+ 39.96

Indonesia’s Mobile Users

Source : Synovate, PAX Q4 2012 – Q3 2011; *Jakarta

What Consumers said About Mobile Advertising ?

Do Market Trust Mobile Advertising Form ?

So . . What we can Offers for them ?

PlacementTraffic

PlacementSolutionsObjectiveAudience

2011 2012 2013+

Telco’s

Telco’s News Sports Technology E-Commerce Entertainment

Contents Telco’sGSMCDMA

News Sports Technology E-Commerce Entertainment

Contents

Mobile Applications

Telco Targeted ++Broaden your category

Age Location Gender InterestHandset OS ARPU Carrier

Because this is what their concerned

the Most Important Factors WhenChoosing a Media Partner?

Perform

ance

/ROI

Audience

Targe

tingPric

e

Transp

arency

Optimization

Reach

Products

Proprie

tary Data

Se

Unique Content0%

10%

20%

30%

40%

50%

60%

70%

80%

90% 84%

67% 67%

55% 55%

47%

20% 19% 17%

CTR CPC CPA Ability ti Drive Brand Awareness

Interation Rate Ability to Drive Brand Favorability

0%

10%

20%

30%

40%

50%

60%

70%

64% 61%48%

35% 33%25%

What Metric AdvertiserEvaluate Performance?

Source : Online Advertising Landscape Summer 2011

the world is will be in our hand

if we win this competition

1. US $37.082. Japan $9.603. UK $8.64 4. China* $7.36 5. Germany $6.75 6. Canada $3.22 7. France $3.198. Australia $3.04 9. S. Korea $2.5010. Russia $2.08

Top 10 Countries Ranked byDigital Ad Spending (Billions)

1. US $55.05

2. China* $16.483. Japan $12.554. UK

$12.195. Germany $9.296. Canada $5.247. Australia $4.508. France $4.269. Brazil

$4.1310. Indonesia

$4.02Source e-marketers 2012* Excluding Hong Kong.

2012 2016

THANK YOU

Author : Deden MulyanaEmail : Deden.mulyana@gmail.com