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1、TABLE OFDont Stop Paying Attention to Brand SafetyEmbracing the Future of Privacy-First Advertising StrategiesIndonesian ConsumerCommunications PreferencesRapidly Changing:HeresHow AI Can HelpDriving Result in the Attention EconomyTune into Data-Driven Campaigns on Connected TVMeasuring Authenticity

2、 and Influence:State of Creator Economy in IndonesiaIndonesia Deep Dive Rethinking the Omnichannel Consumer JourneyROHIT DADWALs we navigate the ever-evolving digital terrain,2023 is quickly shaping up to be a year of decluttering and strategic recalibration.As consumer behaviour continues to shift,

3、the ecosystem continues to refine its solutions by introducing new tools and technologies.It is imperative that marketing and advertising professionals take a proactive approach to not only adopt the new tools and emerging technologies but also be discerning when selecting which tools will drive gro

4、wth.This also inadvertently means that the ecosystem must be agile and relinquish outdated preconceptions.Among the multiple strategic considerations,three focal points that demand attention are brand safety,privacy-first strategies and AI.Harnessing the potential of these elements will lay the path

5、 to impactful growth and success.AIn the context of Indonesia,there has never been a better time.The digital ecosystem here holds a lot of promise and is brimming with lucrative opportunities.This is no surprise;according to Statista,the mobile internet penetration rate in 2023 stands at almost 80 p

6、ercent and is expected to continue this upward trend by 10.5 percentage points in 2028.In a rapidly evolving industry like marketing and advertising,it is important to remember that progress is an ongoing process driven by a continuous shift in consumer behaviour.While this has its plus points,it al

7、so poses a challenge for the industry.For instance,in the case of Brand Safety,what was once centred around ad placement and keywords has now expanded to encompass a wider range of issues such as uncurated content,fake news and hate speech to name a few.It is important that we respond accordingly.Ma

8、naging Director MMA Asia PacificIn Indonesia,the matter of Brand Safety is a formidable one.Research by Statista points out that Indonesia is the fourth largest smartphone in the world.In 2023,Indonesia has over 233 million smartphone users,with over half of it using smartphones to purchase goods an

9、d services online.While this is a lucrative potential for the industry,problems might arise in the form of uncurated content.For brands,aside from the risk of being positioned in the wrong place,the report also points out that the overwhelming amount of content also means that capturing and maintain

10、ing user attention has become an important metric and afects brand safety.As smartphone usage becomes more widespread,the use of messaging apps have become more prevalent.The report presents the latest research on how Indonesians prefer to communicate-86%percent use messaging apps to connect with fa

11、mily and friends and 67%to businesses.Another important aspect of a comprehensive digital marketing plan is the Privacy-First strategy.With the replacement of third-party cookies,marketers must look at other tools such as contextual targeting;here too AI can facilitate this.I strongly urge marketers

12、 and advertisers to explore the contents of MMA Brand Safety and MarTech 2023 Report as it provides a comprehensive snapshot ofthe current digital state.The report ofersinvaluable guidance on emerging trends and unexplored potential.The latest findings and incisive analysis will empower you to posit

13、ion yourself in a dynamic market.At MMA Global Indonesia we maintain a steadfast commitment to staying at the forefront of industry development and trends.We engage in strategic partnerships with leading organisations known for their keen understanding of the ecosystem.This collaboration has added d

14、epth to the MMA Brand Safety and Marketing Report 2023.Id like to take a moment to extend my sincere thanks to the contributors for sharing their expertise and insights.Their invaluable findings and thought-provoking analysis has enriched this report and will help professionals craft a winning strat

15、egy-one that views change as a catalyst for growth and success.BRAND SAFETY&MARTECHhe marketing and advertising landscape is by nature in a constant state of evolution-it continuously reshapes itself to keep up with the rapid advancements in technology and changing consumer behaviour,although at the

16、 very core of it all,Marketing is what stands strong.Consumers today are proactive participants in the decision making process;they are no longer passive recipients of marketing and advertising messages.They are meticulous in examining the brands they want to engage with,sceptical about privacy and

17、misinformation and above all,they place a premium on authenticity.In this complex,ever-evolving ecosystem,the personal touch remains a steadfast and indispensable element at every stage of the buyers journey.With that as a backdrop,the sprawlingTBrand Safety and MarTech ecosystem is experiencing an

18、unprecedented surge of innovative products and solutions,despite the economic uncertainty.Marketers and advertisers must now be discerning in selecting and integrating the right tools that align with their unique needs and strategic objectives.The MMA Brand Safety and MarTech 2023 report highlights

19、the crucial aspects a marketer or advertiser should consider when designing their 2023 plans and how to strike a delicate balance amid an intricate web of challenges and opportunities.It is vital that marketers recognize the upward trajectory of digital usage in Indonesia and strategically engage th

20、e audience in the preferred digital channels.The data indicates that 88%of Indonesian consumers who are connected to the SHANTI TOLANICountry Head&Board of DirectorMMA Indonesiainternet are active open internet users across various platforms.Once an advertisement successfully engages the target cust

21、omer at the precise touchpoint in their customer journey,it is essential that the ad is relevant to the consumer.The research on Omnichannel Advertising highlights that 56%of Indonesians recall ads with products that are relevant to them.The study also suggests that 57%of Indonesian digital consumer

22、s make a purchase after viewing an ad across diferent platforms.The Report also sheds light on the Attention Economy and on the link between attention,visibility and viewability.The studies found that there is 171%lift in conversion rate for impressions with Time-in-View greater than 15 seconds.Whil

23、e striving to deliver exceptional performance,we must also navigate the intricacies of sophisticated tools such as Connected TV.Connected Tvs are a remarkable technological advancement.It ofers unparalleled opportunities for campaign personalization.While it is established in western countries,it is

24、 gaining momentum in Indonesia too where it is expected to achieve a CAGR of almost 31%as per the report.The multiple paradigm shifts have given a boost to the creator economy.By working with influencers,brands today have novelopportunities to engage with their target audience.According to the study

25、,Indonesia has seen an average of 67%annual growth of creator content.The Brand Safety&MarTech Report 2023 is a remarkable resource that brings together insightful and exclusive content that will guide marketers and advertisers in finding that elusive balance.By incorporating the findings in this re

26、port,participants will be equipped to navigate the complexities of the market,adapt to emerging trends and make informed decisions that will propel them towards success at a time of heightened competition.Id also like to extend my heartfelt appreciation to our esteemed contributors for their excepti

27、onal research.Their in-depth exploration and sharp analysis has fortified the foundation of this report and made it an invaluable resource for the marketing and advertising thought leaders.I am confident that this report will serve as a solid blueprint towards fostering sustainable business growth.B

28、RAND SAFETY&MARTECHIn the past three years,the advertising industry has evolved by leaps and bounds.Gone are the days when we discuss the importance of brand safety and how to get there.Today,having our ads in a brand-safe environment is a given,and advertisers expect access to safe media spaces for

29、 their brands.Dont Stop Paying Attention to Brand SafetyBRAND SAFETY&MARTECHThe Mobile Landscape in IndonesiaAPAC has experienced a mobile boom in recent years.Today,mobile broadband networks cover 96%of the population of Asia Pacific,with more than 1.6 billion people using mobile connectivity to wo

30、rk,learn,play,shop,and stay in touch with friends and families.Indonesia,with an estimated 334 million smartphone connections by 2025,will become one of the top three smartphone markets in APAC.Smartphone adoption is already high in the archipelago at 80%in 2021,and this is poised to reach 89%by 202

31、5-putting a smartphone in the hands of 9 out of 10 people!That means that out of 10 people,nine will have a smartphone in hand!And people love their phones.Data.ais 2023 State of Mobile report has Indonesians spending the most time on their phones out of the top 18 countries surveyed with an average

32、 of 5.7 hours a day,topping India,South Korea,Singapore,China and the United States.With this much time on their phones,the mobile app environment has become the main source of information,services,leisure,and much more.The empowerment of mobile internet and the ease of capturing photos and videos g

33、ave rise to influencer marketing and user-generated content(UGC)in Indonesia,with 29%of brands investing at least 30%of their media spend on influencer marketing,a 10%increase from 2020.BRAND SAFETY&MARTECH Advertisers Expect Brand SafetyWith more raw and uncurated content comes the inherent risk of

34、 our ads appearing near or close to undesirable content.And this is something advertisers care about.Brands have dropped influencer collaborations or endorsements in times the influencer was embroiled with negative news or no longer aligns with the brands values.The same is true across industries.No

35、 one wants their brand to be associated with negative sentiment.However,unlike doing a blanket screen of keyword blacklisting on websites,brand safety in mobile apps is diferent as keyword trawling does not apply.As Asia continues to lead the charge in mobile app download growth,in-app advertising w

36、ill continue to grow,across formats,with new creatives,and with constant innovation and new metrics.becomes increasingly important to find a reliable in-app advertising partner that will ensure your ad is served in brand-safe environments.Industry organizations like the IAB and the Trustworthy Accou

37、ntability Group(TAG)have laid down clear guidelines on what is considered“brand safe”.Under this framework,enabling consistency and uniformity in diferent markets,your in-app partner of choice should be certified for transparency,brand safety,and against fraud-ensuring your safety.Figure 1:DT is rec

38、ertified by Trustworthy Accountability Group(TAG)BRAND SAFETY&MARTECHHow can your brand always be associated with good news or positive sentiment from consumers?Studies have shown that 59%of consumers reported feeling relaxed when they are gaming,and that is what keeps the gamers coming back.Social

39、media may promote negative experiences and emotions such as inadequacy about ones life or appearance.In 2021,social media platform,Instagram,has also removed likes in an efort“depressurize peoples experiences”to curb comparisons and hurt feelings associated with attaching popularity to content shari

40、ng.On the other hand,mobile gamers often turn to games to take a respite and escape from their busy lifestyles.That also means that gamers,compared to other media channels,are more likely to pay attention to their ads than the constantly scrolling social media users.In fact,27%of gamers have also cl

41、icked on a brand advertisement in-game,and 48%of gamers say they have purchased a brand after seeing or interacting with that brand in-game.With a constant debate on how irritated some gamers can get by ads in their gameplay,rewarded video ads are an excellent solution as gamers have to consciously

42、opt-in to view the videos and ads to gain in-game currency.Advanced,engaging,and interactive video ad formats have become a powerful tool that gets gamers attention for brand messaging while maintaining a positive sentiment throughout the ad experience more and more advertisers are on board with rew

43、arded videos as they see high CTRs and impressions from them.BRAND SAFETY&MARTECHGrab Attention and Ensure Brand SafetyAmplified Intelligence,the worlds only truly human omnichannel attention measurement company,released their latest research highlighting how the mobile gaming environment is the pri

44、me environment to grab user attention-and ensure brand safety.The results show that Digital Turbines(DT)video ads not only grab users attention-they also hold it for the longest time,outperforming peers by over 10X(on average)in terms of attention.On average,viewers actively pay attention to DT ads

45、for a combined 22 seconds,compared to just 1.6 seconds for mobile web video ads and 2.5 seconds for social video ads.Similar results are confirmed by another attention study conducted by attention leader Lumen,showing the efectiveness of the mobile environment.Figure 2:Digital Turbine ads allow for

46、10 x more attention in seconds as compared to industry peersBRAND SAFETY&MARTECHAnd while grabbing and holding user attention can already boost a brands ability to get to users and resonate with them,DTs ad experience also makes use of a feature that gives its ads an attention boost.DT ads feature a

47、 dynamic end-card format,providing advertisers with multiple experiences to choose from.These end-cards include interactive calls-to-action,delivering an attention boost and driving users to act on the attention gained throughout the ad journey.With greater attention drawn to the ad,it then increase

48、s memory retention,and with greater mental availability with the consumer attracted to the ad,it invariably leads to brand growth,which is the ultimate goal of any brand.As brands grow,brand safety becomes ever more important-and maintaining it is a priority.Let us recall that being brand-safe means

49、 that the ad spend is not being wasted on fraudulent impressions or clicks.Having captured the attention of the audience also innately reinforces brand safety,as only actual consumers can pay attention to the ad,eliminating the risk of malvertising.Figure 3:Greater attention to ads leads to greater

50、brand growthBRAND SAFETY&MARTECHMoreover,certain content verticals within mobile apps like gaming run in a controlled environment where ad fraud is the lowest.Gaming apps also comply with brand safety measures and provide a distraction-less experience with full-screen ad formats.As attention as a me

51、dia metric continues to evolve and mature,it will soon become a key metric that spans engagement,consideration,and brand safety.JAYESH SHIVDASANIRegional Director-South East AsiaBRAND SAFETY&MARTECHSince the introduction of the EUs General Data Protection Regulation(GDPR)in 2018 and subsequent legis

52、lation,such as the California Consumer Privacy Act(CCPA),the advertising industry worldwide has been forced to reconsider its relationship towards consumer data.Embracing the Futureof Privacy-First Advertising StrategiesBRAND SAFETY&MARTECHThird-party cookie deprecation,Identifier for Advertisers(ID

53、FA)changes,growing privacy concerns and regulatory shifts are shaking up targeting strategies and disrupting monetization pathways.And enforcement is only getting more serious.According to data from the global law firm CMS,businesses operating in the EU have been issued 412 fines totaling 822.9 mill

54、ion($829.9 million)under the GDPR this year alone.In the US,the Federal Trade Commission(FTC)has indicated that it plans to hold the digital ad industry accountable for its consumer data practices,and its not just Big Tech getting hit with fines and lawsuits.In August 2022,Sephora agreed to pay$1.2

55、million for allegedly failing to comply with the CCPA.With the decline of the media industrys traditional means of ad targeting and measurement,there has been a glut of alternative tools to help marketers engage intended audiences.The solutions aimed at resolving identification issues can be roughly

56、 divided into three groups:Universal IDs arent universal at allAs publishers assess which universal IDs to support,their primary concernis which cookie-replacing identifiers advertisers plan to adopt.However,BRAND SAFETY&MARTECHanother consideration is the maintenance work required to ensure these I

57、Ds are functioning properly.If not operating as intended,publishers risk sacrificing revenue or running afoul of privacy regulators.Universal IDs might work for large publishers,but for small and medium-sized publishers with no direct relationship with the users,it isnt easy to convince users to sig

58、n up/login using their email addresses.The main functional limit of UID 2.0 is that it depends only on authentication through email logins to identify users and doesnt work for users that have not logged in.Advertisers are still heavily dependent on cookies for targeting and measuring their campaign

59、s.Contextual targeting is making an AI-powered comebackConsidering the industry is switching to a portfolio approach to replace third-party cookies,many experts believe the future of advertising will be anchored in contextual targeting.Equipped with natural language processing,AI can be applied to u

60、nderstand the overall sentiment of a page instead of analyzing simple keywords.Furthermore,with image recognition technology,we can have full visibility of the imagery and video content included in a page in mere seconds.AI is always learning and improving its decision-making process and is more oft

61、en than not backed by real people.The future of AI and targeting will not only lend itself to a more intelligent contextual platform but also a more human,empathetic and emotional experience for users.BRAND SAFETY&MARTECHFor instance,based on the BERT NLP model(also used by Google search algorithms)

62、,MGID Contextual Intelligence has a better understanding of context and its sentiment than a human.It uses IAB Taxonomy 2.2 the standard category coding for major DSP/DMP and analytics companies and helps find and target audiences,providing lower bids and a higher attention rate.Giving the power bac

63、k to publishersSeller-defined audiences(SDA)is the IAB Tech Labs spec to help publishers work together to monetize their first-party data on the open web.With SDA,publishers use their own data to group audiences and package them for advertisers to use(e.g.,users who are interested in opera or person

64、al finance)which often requires diferent tags and classifications for the same webpage.SDA benefits the entire industry:MGID Contextual Intelligence prevents ad campaigns from appearing near unsafe,illegal or inappropriate content,while giving the green light to inventory that is safe and suitable f

65、or most advertisers.Sentiment allows for better understanding of user intent.Contextual ads can also be more efective than search ads depending on advertisers objectives.They allow advertisers to target broader audiences that could potentially be interested in products but are not yet actively searc

66、hing for them.However,contextual targeting has its limitations.It comprehends only the present interest of the user.Contextual targeting is not a replacement for retargeting.It still has barriers in regards to scaling up.Most publishers are still using their own content taxonomy.Better for consumer

67、privacyIt relies on existing open standards like IAB Tech Labs Content and Audience taxonomies,the OpenRTB specification and the Data Transparency Standard in a way that promotes privacy-centric addressability and first-party data monetization.BRAND SAFETY&MARTECHBetter for advertisersOpen standards

68、 incentivize transparent and accountable data access and use that is consistent with regional privacy expectations.That makes abiding by regulations easier to manage.It also means advertisers have a sacrificing quality.Better for publishers If Chrome kills third-party cookies:Contextual and publishe

69、rs first-party audiences become the main solutions to target.If Chrome keeps third-party cookies:Publishers first-party audiences will become portable across sites.They can be further enhanced with third-party signals.YAROSLAV ZHULIYHead of Sales APACBRAND SAFETY&MARTECHIndonesian ConsumerCommunicat

70、ions PreferencesRapidly Changing:HeresHow AI Can HelpBRAND SAFETY&MARTECHIndonesians love their messaging apps and theres a growing interest in video chat.This chapter spotlights distinctions when engaging customers,especially in Indonesia,where messaging apps are a preferred channel.Discover how th

71、is and other trends will evolve and the role of AI will play in building customer loyalty.Current Communication TrendsThere are both diferences and similarities in how Indonesians communicate with family and friends,compared to engaging with businesses:Messaging apps:86%to family and friends|67%to b

72、usinesses Social media:54%to family and friends|40%to businesses Mobile phone call:52%to family and friends|45%to businesses Email:46%to family and friends|45%to businesses SMS:29%to family and friends|23%to businesses Video chat:22%to family and friends|22%to businessesBRAND SAFETY&MARTECHPreferenc

73、es for Business Engagement Are Rapidly ChangingMessaging apps will likely remain popular in Indonesia for the foreseeable future.And this popularity shows signs of extending to business use.This is how Indonesians plan to engage with businesses in the future with a significant increase in video chat

74、:68%messaging apps 53%social media 52%email 45%video chat 24%SMSMaximizing the Omnichannel CX With AICustomers in Indonesia are sensitive to a poor customer experience.AI-powered solutions such as chatbots and IVRs can provide 24/7 support.A cloud contact center with AI routing can connect customers

75、 with the agents most qualified to assist them.And automatic speech recognition can deliver easy-to-use self-service in several local languages.BRAND SAFETY&MARTECHFor advertising to create an impact,it is essential for the ad to be seen.Now,think about digital advertisement,where multiple ads are d

76、isplayed at the same time and sometimes for a fraction of a second,you find yourself thinking about whether an ad caught the attention of the viewer.Attention is one of the most complex and widely discussed topics in digital media.Driving Resultsin the Attention EconomyBRAND SAFETY&MARTECHWhile ever

77、yone is talking about attention,industry research has shown that attention is a much more nuanced and elaborate concept.For example,Googles attention study concluded that the first five seconds of an ad on YouTube are critical.TikTok revealed insights about the importance of creative triggers and sh

78、orter content lengths.Attention is key to engage a consumer,engagement is key to delivering performance,and better performance can be linked to improved revenue.IASs recently released whitepaper Taking Action on Attention found that attention can be achieved by a combination of media signals that,wh

79、en used together,improve campaign efectiveness.Through a holistic media quality approach,marketers can drive results by simultaneously understanding and optimising toward consumer attention.Attention is a function of three key signals Visibility,Situation,and Interaction.The combination of these sig

80、nals can predict if an impression is likely to lead to a business result.Lets take a look at how advertisers can leverage these three key signals to optimise their digital campaigns:BRAND SAFETY&MARTECH Another case study that IAS conducted in partnership with Catalina,a leader in shopper intelligen

81、ce that personalises the shopper journey,found that a major CPG brand tripled its return on ad spend(ROAS)i.e.a 180%lift in incremental ROAS for in-view ads versus not-in-view.Since visibility goes deeper than just viewability,it determines how long an ad is being viewed.Interestingly,longer time-in

82、-view isnt necessarily the key to more results through increased attention.In todays attention economy,it is important to look beyond viewability to find the sweet spot for ideal time-in-view.For driving incremental sales and ROI,3 to 10 seconds is the ideal time-in-view range.VisibilityTo measure c

83、onsumer attention,visibility signals are key starting points.Afterall,if an ad isnt meeting basic viewability standards,then it will be impossible to achieve optimal time-in-view or other metrics needed in order to gauge attention.Viewability and time-in-view(TIV)have a medium correlation,which beco

84、mes more vital when only looking at impressions on contextually relevant pages(i.e.Toyota ad on an automotive site).Advertisers can target higher viewability rates in programmatic prebid targeting and utilising contextual targeting solutions.For example,IASs research found that when context was rele

85、vant and optimised for viewability,there was an 8.3-second increase in Time-in-View for every 10%increase in Viewability Rates.This was 2.4x higher than in a non-optimized context.BRAND SAFETY&MARTECHSituationConsumers today are highly aware of the brands they support,therefore,the environment in wh

86、ich an ads impressions are served has an enormous impact on ad performance and consumer receptivity.To connect with consumers on a deeper level brands are not only producing content that aligns with the buyers interests and preferences,but also advertising in contextually relevant settings.The same

87、study that linked media quality to attention and results,found that optimising for brand safety leads to greater conversions i.e.brand-safe impressions recorded a 233%life in conversion rate compared to those that were not brand safe.Acknowledging that placing ads beside low-quality content can have

88、 significant consequences,including a high risk of damaging brand reputation,is crucial.The saying“less is more”holds true when we consider ad density.Afterall,turning away a consumer because of over exposure to ads is the last thing marketers want.Striking a balance between the environment of the a

89、d and the frequency of ad delivery seems to be the key.The whitepaper found that low(i.e.below average)ad density on a given page points to both better conversion rates and lower costs per conversion.Such insights are essential as advertisers continue to optimise their digital campaigns in an econom

90、y where justifying every dollar of their ad spend is imperative.BRAND SAFETY&MARTECHInteractionSimilar to how we recall our experiences through interactions,how your ad performs is highly influenced by how consumers interact with it.Ensuring your ad is placed in the right environment will lead consu

91、mers to notice it,however interacting with this ad will result in true success.Therefore,metrics such as scroll,volume up/down/mute,interaction with video player,and eye-tracking i.e.where the consumers gaze and fixation is on the page need to be taken into account.Brands that can harness the dual p

92、ower of contextual targeting and high-quality placements will drive greater brand engagement.BRAND SAFETY&MARTECHIASs eye-tracking study found that consumers who viewed the in-context ad looked at the ad first and for a longer amount of time than those who viewed the out-of-context ad.Interaction is

93、 most influential when predicting conversion performance for video ads,while Visibility and Situation are more important for display.With our reliance on technology and exposure to digital gadgets one can say digital advertising has become omni-present.As brands continue to spend billions of dollars

94、 every year on digital advertising,the onus of driving better ad performance rests with the advertisers.Small details make a diference and understanding how to tweak your digital campaigns to grab the attention of consumers can deliver superior results.MEGAN REICHELTCountry Manager SEABRAND SAFETY&M

95、ARTECHIf there is one aspect of marketing which has evolved from advancement in technology,it has to be personalisation of campaigns.Marketing teams representing companies of all sizes,have been able to get critical insights about the target audiences and have come up with personalised ofers,adverti

96、sements and even campaigns.Hence,it is critical that marketers mustTune intoData-Driven Campaigns on Connected TVBRAND SAFETY&MARTECHadapt to new strategies and technologies to reach their audience efectively.For this,data-driven campaigns on connected TV are quite efcient which is why the adoption

97、rates are quite fast.It is critical to understand the reason why data-driven campaigns on connected TV end up providing better results than any other campaigns.Data-driven campaigns leverage comprehensive user data to tailor marketing messages and strategies,optimizing for greater consumer engagemen

98、t and higher returns.Rather than a one-size-fits-all strategy,these campaigns use detailed analytics to ensure a more personalized experience for the viewer.With the constant increase in adoption of connected TV,the combination of it with data-driven campaigns can enable marketers to create highly t

99、argeted,engaging ads that reach audiences on the screens they use the most.However,lets start with the basics first:What is Connected TVA connected TV,often called a smart TV,is a television set that is connected to the internet.This connectivity allows users to access a range of online services suc

100、h as streaming video services,web browsing,social networking,and applications(apps),much like a smartphone or a computer,but on a larger screen.BRAND SAFETY&MARTECH As suggested by the above graph,it is clear that a large number of households are now adopting connected TV,which implies that the oppo

101、rtunity of creating personalised advertisements based on data-driven insights shall be critical for marketers.OTT penetration in key markets in Asia Pacific,such as Indonesia has increased(the rates going up to 30%among all age groups).Whats driving this rapid adoption?Connected TV blends the high-d

102、efinition,large-screen experience of traditional TV with the on-demand,personalized content of digital platforms.This ability to watch anything,anytime has fundamentally altered the way people consume media.The trends in Asia Pacific are also quite encouraging(as depicted by the next graph)as the pe

103、rcentage of digital video2 users has been rapidly increasing in the region:The emergence and popularity of Connected TVSmart or Connected TVs popularity has been increasing due to a variety of factors.In advanced markets such as Germany,the total market share of connected TV has reached to 94%.In th

104、e US,more than half of the total population had connected or smart TVs with the penetration rates over 60%in young age group.The trends in Southeast Asian nations such as Indonesia are quite similar with the increased rate of adoption attributed to adoption of digital media and rising disposable inc

105、ome levels in the country.It is estimated that Indonesia will witness a significant CAGR of close to 31%until 2027 in the connected and smart TV segment.The overall popularity of connected TV has been increasing rapidly as the consumer behaviour and preferences have evolved.The connected TV sector i

106、s expected to witness CAGR of close to 14%in the next five years(globally).The overall household penetration1 rates have been illustrated through the following graph:BRAND SAFETY&MARTECHThe constant growth could be attributed to the strong OTT adoption and rapid internet penetration rates in the cou

107、ntry with a large young population.Understanding Data-Driven Campaigns on Connected TVData-driven campaigns on Connected TV operate by leveraging the wealth of user data that these platforms generate.Unlike traditional TV advertising,which broadly targets a demographic group based on the program bei

108、ngBesides China,countries such as Indonesia and India have been watching more video content,thereby increasing the total penetration rates of connected TVs in the region.It is anticipated that internet and digital terrain TV will gain critical growth in the TV market3 in Indonesia(in the next five y

109、ears),as suggested by the following graph:BRAND SAFETY&MARTECH77.5%China92.5%Australia79.0%South KoreaIndonesiaJapanIndiaOtherTotal259455www.eMDigital Video Viewers in Asia-Pacific,by Country,2020%of internet usersNote:internet users of any age who watch streaming or downloaded video content via any

110、 device at least once per monthSource:eMarketer,Sep 202078.5%74.5%71.0%65.2%64.8%watched,Connected TV advertising can be much more specific.Using programmatic advertising technology,Connected TV ads are served based on viewers behaviour,interests,and demographics.This information can be sourced from

111、 the viewers online activity,their subscription data,or even their viewing habits.For instance,a fitness brand or gym can target ads to viewers who have the history of watching workout videos on YouTube or any other digital streaming service.Hulus interactive ads and YouTubes marketing processes are

112、 based on data-driven campaigns.With the facility of viewers to interact with advertising content,companies can receive immediate engagement.Collecting real-time data based on viewer interaction can be the next step in better performing advertising campaigns.Critical Benefits of Data-Driven Campaign

113、s on Connected TVThe advertising landscape can be reshaped with the combination of these two.There are numerous benefits of such campaigns on connected TV which are suggested as follows:The personalisation and targeting capabilities of advertisers is set to improveBRAND SAFETY&MARTECH The viewer eng

114、agement and ad recall enhancement The overall efciency of advertising campaigns improves The advertisers receive a higher ROI on campaignsRealtime Analytics and RetargetingOne notable advantage of data-driven campaigns on connected TV is the ability to ofer real-time analytics,allowing advertisers t

115、o monitor ad performance instantaneously and adjust strategies as needed.Moreover,retargeting is more efective,helping to serve relevant ads based on consumers previous interactions,fostering higher engagement.Furthermore,attribution models are greatly enhanced,as marketers can trace consumer behavi

116、ours directly to specific ad placements,thus optimizing the ad spend distribution and enhancing campaign efectiveness.Integration with other Data SourcesThe integration with other data sources is another valuable asset,ofering an enriched,holistic view of the customer.By incorporating data from digi

117、tal advertising,social media,and CRM systems,marketers can glean deeper insights into consumer behaviour.This facilitates the creation of more accurate customer profiles,contributing to better-targeted campaigns and improving overall marketing efectiveness.This data amalgamation leads to a more cohe

118、rent and personalized cross-channel marketing strategy,enhancing the consumer experience and further driving campaign success.Summing up and Key TakeawaysIn a rapidly evolving digital era,the synergistic power of data-driven campaigns on connected TV promises to revolutionize the marketing landscape

119、.As consumer behaviour shifts towards personalized,on-demand content,this emerging medium blends the appeal of traditional TV with the precision of digital analytics.The growth in adoption rates underscores the urgency for marketers to adapt and harness the profound benefits,from personalized target

120、ing to enhanced viewer engagement and higher ROI.Key TakeawaysThe advertising landscape can be reshaped with the combination of these two.There are numerous benefits of such campaigns on connected TV which are suggested as follows:BRAND SAFETY&MARTECH1Source:Businesswire,20212Source:Insider Intellig

121、ence3Source:Blueweave ConsultingABHISHEK KUMAR RAJORIAIntegrated Media DirectorThe rapid increase in adoption of connected TV,particularly in the Asia-Pacific region,signifies a significant shift in consumer preferences towards on-demand,personalized content.Data-driven campaigns on connected TV uti

122、lize comprehensive user data to deliver highly personalized and targeted ads,thus optimizing consumer engagement and advertising efciency.The personalized targeting capabilities enabled by connected TV present opportunities for companies to create more relevant and impactful advertisements,improving

123、 viewer engagement and ad recall.Leveraging data-driven campaigns on connected TV can yield higher returns on investment for advertisers due to the precision of ad targeting and increased campaign efciency.The importance of real time analytics and integration of diferent platforms(such as social med

124、ia and CRM systems)can be quite valuable for businesses and the marketing campaigns.BRAND SAFETY&MARTECHMeasuring Authenticity and Influence:State of Creator Economy in IndonesiaGrowth of Creator EconomyThe Content Marketing landscape has been reshaped by the seismic shift of consumer palate towards

125、 authenticity and influence.At the onset of social media marketing in early 2018,brands used to invest massively in their own digitalBRAND SAFETY&MARTECHassets to reach the audience.Today,the clamor to connect brands and consumers are bridged no longer by brands own assets but by creators or influen

126、cers.Today,an average of 77%of impressions on social media come from creator content.1This shift in consumption has resulted in an average of 67%annual growth of creator content in Indonesia,2 a growth most prominent especially during the pandemic where brands have shifted to digital.Owned Assets In

127、fluencer Content Category Share of Impressions Share of Impression Beauty 23%77%Tech 27%73%Food 8%92%Parenting 8%92%76543210Eng&Views in Billions202020212022+Views(in Millions)Q1 2023Q1 20221,2001,0008006004002000BEAUTYFOODPARENTINGTECH+32%+117%+198%+8%Growth of the creator economy is mostly driven

128、by key categories such as beauty,food,parenting and tech3 where influencers are a strong currency for consumer awareness and consideration.BRAND SAFETY&MARTECH Shift 1:Creators as BrandsShifting from a tactical approach to a long-term collaborative approach.This comes from a strong pressure on authe

129、nticity.Communities and Brand AdvocacyAs influencer marketing clutter rises,brands have sought new ways of working with creators to deepen relationships and create a two-way exchange and collaboration.From a tactical approach,brands have started investing in long term communities that promote true b

130、rand advocacy.The rise of community programs also drove an increase in micro and nano vvcreators by 25%to 30%.Community programs rely on nano creators to create brand reviews while also giving a long-term accountability for brands to build open discussion with creators that drive length and variety.

131、Shift 2:Video Views as new CurrencyWith the majority of social media platforms shifting to video,views have overtaken any other currency of measurement for influencers.We saw a dramatic shift of video views rising while other formats remained stagnant and close to declining.This creates a change in

132、the fundamental content planning as brands are now forced to plan on cost per view and creator investments rise with higher cost for views format.View rate became a new measure to ensure that fans are no longer just swiping in 2 seconds on average and being considered as a view.This is most notable

133、when TikTok recently introduced Cost Per Engaged Views,a measure of at least 6 seconds to be considered as engaged view.4“.choose largely based on brand persona and credibility.Common misconception is we work with any brand but weve become more responsible and discerning on brands.Does this brand re

134、present the values I have?Does this resonate with my own beliefs”Clarissa Putri,Indonesian CreatorINCA Focal Point Study on CreatorsBRAND SAFETY&MARTECHShift 3:Challenge on Influencer InventoryThe common misconception is that there is an infinite supply of creators in Indonesia.The truth is that not

135、 all creators are created equal.The surge of investment in creators is at an average of 67%annual growth while the growth of inventory supply of creators is nowhere near this.The highest growth is at 46 to 50%from mega and macro creators while micro influencers only grew by 22%.This has posted a cha

136、llenge for brands across the following:Given this challenged inventory supply,brands need to rethink its collaboration approach with influencers from a tactical investment to a long-term collaboration to allow for better cost efciency.1.How can brands drive exclusivity for these mega and macro creat

137、ors52.Do we have enough supply of quality creators given the demand of volume of content3.How can brands select the right influencers amidst the cluttered inventory Growth of Overall Creator Growth of Creators Content Investment Mega 46%Macro 50%Micro 22%Nano 3%67%VideoOther FormatsJan-22 Feb-22 Mar

138、-22 Apr-22 May-22 Jun-22Jul-22 Aug-22 Sep-22 Oct-22 Nov-22 Dec-22BRAND SAFETY&MARTECHShift 4:Demand for Data-Driven Planning and Creator SelectionScaled investments in influencer marketing has pushed for a new demand on content planning and transparency in data.Today,with millions of creators in Ind

139、onesia,brands need to focus on key measures to ensure they are selecting the right creators:REACH:Is the creator reaching the right audience?How many of the creators followers are within Indonesia?How can brands estimate the average performance of the creator?How much creators should I use to reach

140、the right audience?RELEVANCE:Is the creator believable as an expert in this category?Are the followers of this creator also the target audience of the brand?Which channel should I invest in?AUTHENTICITY:Are the fans of these creators real,active followers and not bots or fake accounts?Data-driven co

141、ntent planning has changed the industrys approach to influencer marketing one that is not solely based on creative output but with a strong emphasis on data and strategic planning.Every piece of creator content is measurable.Every creator profile should be vetted.This allows for accountability on bo

142、th the creator side and brands.Most influencer campaigns require scale,thus,automated dashboard setups allow for ease of planning and monitoring.BRAND SAFETY&MARTECHShift 5:Demand for Performance and MeasurementWith scaled investments in creators,the industry demand for a more transparent approach o

143、n performance and measurement has become a key focus.Organic reach is now a thing of the past as the clutter of social media continues to rise.Paid media distribution is now a staple in creator marketing campaigns,ensuring optimization of performance.Given the change in algorithm of platforms,organi

144、c distribution will no longer drive efciency for creator content.Paid distribution will drive at least 20 to 30%exponential increase in performance.Creators have evolved its role across the full consumer journey.Brands need to view creators,no longer as a tactical solution,but now as a media channel

145、 with measurable performance and impact across the consumer journey.Each creators role should be clearly defined alongside its performance measure.De-Influencing:Creator Economy 2.0Creator marketing will continue to scale.As it scales further,fans will continue to challenge creator collaboration wit

146、h brands to be rooted on authenticity and genuinity.Recently,#DeInfluencing became a global trend that was picked up in Indonesia.Currently at 16M Views on TikTok with its core audience coming 18 to 24 yrs old,6 we see this as a constant reminder that the lifeblood of creator economy is authenticity

147、 and genuinity.AwarnessImpressions,Views,Reach,View RateCost Per Impression/Reach/ViewConsiderationEngagement,Clicks,Likes,SharesCost Per EngagementConversionClicks,Cost Per ConversionInspirationVideo-firstStorytellingEmotionalRecommendationAuthenticityExpertiseCommunitiesConvenienceClear Informatio

148、nSecure PurchasePromotionsBRAND SAFETY&MARTECHPartnerRINA MARIE SIMONDubbed as“anti-influencer”trend,this is in reality,another version of influencing,one that is benchmarked on honesty and a strong stance against social media pressure.brand reviews while also giving a long-term accountability for b

149、rands to build open discussion with creators that drive length and variety.Creator Economy is at an inflection point.The only way for brands to win this paradigm shift is through a deeply rooted focus on tech,data and automation.The velocity of growth and investment in content and influencer marketi

150、ng is exponential.For brands to win,the industry needs to approach influencers no longer as a silo but as an integrated media channel with a strong performance focus.Alongside this,is a need to balance the industrys clamor for performance and data with genuine content that remains relevant and authe

151、ntic for its audience.1Source:INCAtech by Groupm Nexus,FY 20222Source:INCAtech by Groupm Nexus,FY 2022(published data)3Source:INCAtech by Groupm Nexus,FY 2022(published data)4Source:INCAtech by Groupm Nexus,FY 20225Source:INCAtech by Groupm Nexus,Q1 2022 vs Q1 2023*All trends and data are based on G

152、roupM Nexus proprietary tech.The trends data is based on FY 20226Source:TikTok Trends CenterBRAND SAFETY&MARTECHIndonesia Deep Dive:Rethinking the Omnichannel Consumer JourneyWith one of the largest online populations in the world,Indonesias digital boom shows no signs of slowing down.This includes

153、a rapidly growing ecommerce market with 30 million people transacting online today.BRAND SAFETY&MARTECHof Indonesiansare on theOpen Internetat least twicea week,morethan UGC Videoand Social.88%Open Internet Users197M Indonesians*Walled GardensOpen Internet69%Active socialmedia users88%Active users a

154、crossOTT/CTV,Gaming,Audio,Digital Content66%Active videoUGC usersQ:Which of these activities do you frequentlyengage in for entertainment at least twice a week?OTT/CTVViewersDigitalReadersMusicStreamersGames20.7hrs/week14.9hrs/week12.1hrs/week19.2hrs/weekTime spent on the Open Internet Prime hours:l

155、unchtime,after dinner,before bedtimeQ:Which of these activities do you frequentlyengage in for entertainment at least twice a week?Active UGC users are also highlyactive across the open internet60%WatchOTT/CTV52%StreamingMusic33%Read digitalNews55%GamingAfter waking upDuring breakfastAfter breakfast

156、Morning commuteDuring lunchAfter lunchAfternoon commuteEvening commuteDuring dinnerAfter dinnerBefore bedtimeLate night41%31%38%22%48%54%19%22%29%64%76%37%As Indonesian digital usage grows,marketers need to rethink the customer journey and be adaptable to their changing needs and preferences.The tra

157、ditional linear consumer journey is no longer applicable in the modern age of digitalization.Magnites audience research “Decoding the Connected Indonesian Consumer”with Milieu Insights dived into key consumer media behavior and ad preferences in Indonesia to inform marketers on the best way forward.

158、Reach Indonesian Audiences Where They AreConsumer-centric marketing is about reaching the right consumers where they are most engaged.An omnichannel strategy entails understanding your audience and each channels unique characteristics to create a cohesive brand experience.Magnites research revealed

159、88%of Indonesian internet-connected consumers are active open internet users across OTT streaming,gaming,music streaming and digital news/magazines.This translates to an estimated 197 million Indonesians active on the open internet.Furthermore,they are heavy users spending at least 10 hours across t

160、hese channels,with OTT streamers spending 20.7 hours per week streaming videos and gamers spending 19.2 hours per week gaming.Even active user-generated content(UGC)video and social media users widely use the open internet.BRAND SAFETY&MARTECH Mobile First,CTV Next Generation88%34%Laptop26%CTV20%Tra

161、ditional TV6%Tabletof Indonesianvideo streamersare using mobileto watch content CTV has overtaken Traditional TV as device most often used to watch video96%93%Indonesians use mobile to further engage with shows streamed on TVof digital readers arebrowsing news/magazines on mobileof gamers are playin

162、gmobile games 56%47%Messaging friendsand family aboutthe showSearching onlinefor products from theshow or adsMultiple channels clearly stood out during specific times of the day digital news during breakfast,music streaming while commuting,and OTT/CTV video streaming at night.Understanding channel u

163、sage and reach these audience segments when they are online is key to maximizing marketing outreach.Mobile First,CTV NextThe average Indonesian spends four hours a day accessing the internet on their mobile device-twice the USA average,according to McKinsey.Indonesians remain mobile first,where 88%o

164、f video streamers are streaming via smartphone,96%of digital readers are browsing digital news/magazines on mobile,and 93%of gamers are playing mobile games.Mobile is also used as a complementary device by consumers to engage in actions related to show content when watching TV.More than half(56%)are

165、 messaging friends and family about the show,and 47%search online for products from the shows or ads.However,there is a growing interest in CTV which(26%)has overtaken free-to-air TV(20%)as the preferred TV device among video viewers.Having a mobile strategy is table stakes,but its important to take

166、 note of the growth in big-screen adoption,especially digital screens.BRAND SAFETY&MARTECHThe Relevance FactorQ:Which of the following increases how much you recall an ad youve seen?Relevance was the top factorincreasing brand recall56%of Indonesians recall adswith products relevantto themAds with p

167、roducts relevant to me56%54%40%30%Ads with an entertaining storyAd comes from a brand Im aware ofAd is personalizedto my lifestyle and interestsQ:Which of the following actions have you taken,if any,after seeing an ad on video streaming/gaming/music streaming/digital contentConsumers Act On AdsMore

168、than half engage in some form of post-ad action after viewing an ad on.ClickShareSearchPurchaseIndonesians are ad-receptive acrossmultiple channels they frequently use79%OTT/CTVStreaming63%MusicStreaming78%DigitalContent64%GamingMulti-Channel,Relevant Ads Deliver Greater ImpactMass marketing is no l

169、onger the solution;marketers need to leverage one-to-one personal messaging for more meaningful interactions that add value to the consumer ad experience across multiple touchpoints.Ad experience matters,where relevance and non-repetitiveness ranked highly for watchable ads.56%of Indonesians better

170、recall ads that include products relevant to them.Even among gamers,the importance of quality triumphs getting rewarded when it comes to ads.Ad relevance(51%)was the most important factor in increasing gamer willingness to view an in-game ad,higher than the ability to exchange for gaming rewards(33%

171、).Ad performance remains top of mind for advertisers where ad impact is still a key metric of successful reach.Indonesian consumers are ad receptive across all channels,with more than half engaging in some form of post-ad action.Across post-ad search and purchase behavior,a multi-channel ad impact i

172、s stronger than a single channel.67%of Indonesian online users search for the product advertised online,while 57%make a purchase after viewing an ad across multiple platforms.BRAND SAFETY&MARTECHTRI MEYLIANA SADEWISenior Demand Facilitations DirectorThe Future in Indonesia:Data-Driven Omnichannel Ad

173、vertisingWhat does this mean for advertisers and brands?The need to craft valuable relationships with consumers by being relevant will only grow.Buyers need to select the right platforms to form their media mix and leverage data for better addressability in a privacy-proof way to enhance the consume

174、r buying journey.However,this does not have to be an extensive efort.Buyers can scale it with programmatic activation to access a wide range of digital formats and tap on its precise targeting,measurement and optimisation capabilities for real-time ad personalisation and messaging to the right audie

175、nce.Ultimately,advertisers should tailor their strategies to the multi-channel era and collaborate with media owners to reach audiences wherever they are.With informative,entertaining and relevant content,brands can craft a positive association,with the help of data and tech to create personalized e

176、xperiences and meaningful interactions.BRAND SAFETY&MARTECHBRAND SAFETY&MARTECHBOARD OFDIRECTORSIRA NOVIARTICEO&President DirectorPT.Unilever Indonesia TBK.RICKY AFRIANTOGlobal Marketing DirectorMayoraWONG SOON NAMDirector of Planning&TransformationBRAND SAFETY&MARTECHROHIT DADWALMMA Board Member an

177、d Managing Director APACMMA APACSHANTI TOLANICountry Head&Board Member IndonesiaMMA Global-IndonesiaHIMANSHU SHEKHARChief Executive OfcerGroupM IndonesiaANTOINE DE CARBONNELChief Commercial OfcerGojekNENENG GOENADICountry Managing DirectorGrab IndonesiaSATYAJIT SENCEOHavas Group IndonesiaDWI ADRIANS

178、AHCountry HeadTwitter IndonesiaTwitterSUTANTO HARTONOManaging Director of EMTEK,and CEO of VidioEMTEKBRAND SAFETY&MARTECHMEMBERSPT Unilever Indonesia,TBKPT Nestle IndonesiaPT Mayora Indah Tbk(Indonesia)PT Telekomunikasi SelularPT Grab Teknologi IndonesiaGroupM(Indonesia)Havas Jakarta IndonesiaPT GoT

179、o Gojek TokopediaFacebook IndonesiaPT.Elang Mahkota Teknologi-Emtek Group IndonesiaTwitter Asia Pacific Pte Ltd(Indonesia)PT Google IndonesiaBRAND SAFETY&MARTECHSpotify Singapore Pte Ltd.ByteDance Inc.(TikTok)PT Toyota Astra Motor(Indonesia)PT Unza Vitalis(Wipro Unza)PT Multi Bintang Indonesia(Part

180、of the Heineken Company)PT Exxonmobil LubricantsIndonesiaOpenX PTE LTDMGID Asia Pte Ltd.PT Tech Mahindra IndonesiaIntegral Ad Science(Indonesia)Magnite Inc(APAC)Grivyhybrid.aiAfnity Global Inc.PT Paragon Technology and Innovation(Indonesia)PT Sumber Alfaria Trijaya,Tbk(Alfamart)IndonesiaPT Megasari

181、Makmur(Godrej Indonesia)Wunderman Thompson(Indonesia)PT Dentsu IndonesiaPT Dian Mentari Pratama(DM Pratama Group)IndonesiaEVOS ESPORTS Indonesia(PT)Indonesia Mobile Exchange(IMX)PT ADA Asia IndonesiaPT Star Reachers IndonesiaInfomo Global(PT Infomo Media Technology)Digital Turbine(APAC)The Trade Des

182、k Singapore Pte Ltd.(Indonesia)BRAND SAFETY&MARTECHadjust GmbH(APAC)PT Cacafly MetrodataTalkwalker Pte LtdPT Innocean Worldwide IndonesiaHttpool Digital IndonesiaXapads Media Private LimitedBRAND SAFETY&MARTECHADAM KHULDISenior Graphic DesignerM.IRFAN WAHYUTAMACoordinator,Project&ContentBETH CHANDRA

183、 ISFANDARICoordinator,Project&OperationsRAY F.PANUManager,Operations&ProgramAMMITA MISTRYDirector Strategic Projects&Operations APACSHANTI TOLANICountry Head&Board of Director,IndonesiaROHIT DADWALMMA Board Member&Managing Director,APACBRAND SAFETY&MARTECHREPORT CREATIVE PARTNER+91 98112 02138enquiryintegralmedia.inApt.No.1,1 Link Road,Jangpura Extn.,New Delhi-110014BRAND SAFETY&MARTECHMMA GLOBAL INDONESIA