1.
OOH AD TREND
on URBAN COMMUNITY
An independent study as a contribu>on to the Indonesia adver>sing industry

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
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
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.
What is the recent Ad phenomenon
on urban community?

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
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
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
WHAT MAKES HAVING REGARD ADVERTISE?
Music / Song / Jingle 41%
Product 41%
Stars / talent 30%
Words / Story / Slogan / Tagline 42%
Humorous / funny 9%

10.
10
The Phenomenon of OOH Ad on urban community

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.
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.
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.
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.
WHY OOH?
15
COST
EFFICIENT
> 10 hours .me
spent outside
home
Transporta.on
Public: Moving.
Source: Data primer, diolah (2015)

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
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
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