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Out of Home Media Effectiveness Indonesia 2016

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The level of consumption of urban society in seeing the promotion of outdoor media (OOH) reached 81%

Publié dans : Marketing
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Out of Home Media Effectiveness Indonesia 2016

  1. 1. OOH AD TREND on URBAN COMMUNITY An independent study as a contribu>on to the Indonesia adver>sing industry
  2. 2. 2 SNAPSHOT Global Media Habit 37% 22% 10% 25% OOH PRINTTV DIGITAL Data Media Habit. Source: Data Primer, 2015 – BMI Research. N = 2.000 resp. (9 countries)
  3. 3. 3 SNAPSHOT 98% 27% 21% 38% USE INTERNET MORE THAN 3 HOURS READ PRINT MEDIA (newspaper, tabloid, magazine) WATCH TV MORE THAN 1 HOUR (terrestrial/Pay TV) SEE OOH (billboard, public transport, etc) Data MEDIA HABIT, MALE/FEMALE, 18 – 45 TAHUN, SEC ABC, 7 Ci>es (n=3500) Source: Data Primer 2015 – BMI Research 22% LISTEN RADIO MORE THAN 1 HOURS Na>onal Media Habit
  4. 4. 4 SNAPSHOT Greater Jakarta Media Habit 25% READ PRINT MEDIA (newspaper, tabloid, magazine) 20% LISTEN RADIO MORE THAN 1 HOURS 83% 55% 81% WATCH TV MORE THAN 1 HOUR (terrestrial/Pay TV) SEE OOH (billboard, public transport, etc) USE INTERNET MORE THAN 3 HOURS Data MEDIA HABIT, MALE/FEMALE, 18 – 45 TAHUN, SEC ABC, (n=1010) Source: Data Primer 2015 – BMI Research
  5. 5. What is the recent Ad phenomenon on urban community?
  6. 6. 6 RESEARCH METHODOLOGY Phone Survey – 1010 respondents AGE: 18 - 45 GENDER MALE: 50% FEMALE: 50% SOCIAL ECONOMIC STATUS Based on monthly expenditure for consumption AREA Jabodetabek EDUCATION SD/SMP: 5% SMA: 60% Academy/Diploma: 12% S1/S2/S3: 23% OCCUPATION MANAGER/STAFF/EMPLOYEE: 46% COLLEGE STUDENT: 21% ENTREPRENEUR: 12% OTHERS: 21% A 23 % B 49 % C 28 % 18 – 23 y.o. 46% 24 – 30 y.o. 33% 31 – 35 y.o 10% 36 – 40 y.o 7% 41 – 45 y.o 4% LENGTH OF TIME SPENT OUTSIDE THE HOME 1 – 5 hours: 23% 6 – 9 hours: 31% 10 hours or more: 46%
  7. 7. 7 HOW OFTEN DO THEY PAY ATTENTION TO ADS? always, 47% some.mes , 40% rarely, 13% 47% urban community always pay a:en.on to Ad. 5 out of 10 urban people always pay attention to Ads
  8. 8. 8 93% 70% 51% 17% ELECTRONIC DIGITAL/INTERNET OOH PRINT Newspaper 13% Tabloid 1% Magazine 6% TV 93% Radio 6% Search engine 8% Website/situs/portal 13% Video portal 7% Social media 57% Billboard/LED/videotron 31% Train (body /inside) 16% Bus (body /inside) 6% Spanduk/baliho 6% Bus shelter 2% MOST INFLUENCE 1 3 4 2 PEOPLE USUALLY SPOT ADVERTISE ON:
  9. 9. 9 WHAT MAKES HAVING REGARD ADVERTISE? Music / Song / Jingle 41% Product 41% Stars / talent 30% Words / Story / Slogan / Tagline 42% Humorous / funny 9%
  10. 10. 10 The Phenomenon of OOH Ad on urban community
  11. 11. 11 PEOPLE USUALLY SPOT ADVERTISE ON: 93% 70% 51% 17% ELECTRONIC DIGITAL/INTERNET OOH PRINT work, 87% do not work, 13% A, 25% B, 50% C, 25% Working people, B class, spent more than 10 hours outside home 13% 27% 60% 1-5 hours 6 - 9 hours 10 hours or more Time spent outside home 56% 44%Who are they?
  12. 12. ADVERTISING EXPENDITURE (ADEX) TV > IDR 80 T Newspaper > IDR 30 T Magazine > IDR 1 T Outdoor > IDR 1 T Radio > IDR 800 M 12 Source: Data sekunder, diolah (2015)
  13. 13. Most Efficient – Awareness (cpm) 13 Source: Data Sekunder & Data primer, diolah (2015) TELEVISI KORAN OOH RADIO MAJALAH 83X 28X 9X 4X ± IDR 2.100,-
  14. 14. Most Efficient – Take Action (cpm) 14 Source: Data Sekunder & Data primer, diolah (2015) RADIO KORAN OOH TELEVISI MAJALAH 101X 20X 9X 4X ± IDR 27.000,-
  15. 15. WHY OOH? 15 COST EFFICIENT > 10 hours .me spent outside home Transporta.on Public: Moving. Source: Data primer, diolah (2015)
  16. 16. 16 INDONESIA OOH AD FACT1. TOP 5 – MOST MEMORABLE OOH AD 1. Sampoerna A Mild 2. Telkomsel 3. Indosat 4. Aqua 5. Indomie
  17. 17. 17 INDONESIA OOH AD FACT2. TOP 5 – MOST MEMORABLE AD STARS 1. Al Gazali 2. Raisa 3. Isyana Saraswa. 4. Agnes Monica 5. Dian Sastrowardoyo
  18. 18. 18 INDONESIA OOH AD FACT3. MOST MEMORABLE THING ON OOH AD 1. Picture / Image 2. Slogan/tagline 3. Stars / talent 4. Product 5. Color
  19. 19. 19

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