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Top 2017 Mobile Advertising Trends in Indonesia
Top 2017 Mobile Advertising Trends in Indonesia
Source: InMobi Network Insights, 2016
growth in the volume
of impressions served
in 2016
Growth driven by in-app ads that
contributed to 95% share of
mobile ad impressions
10% Q-o-Q
Android’s market share
making it the largest
OS on our platform
94.6%
Samsung’s impression
share among handset
manufacturers
Asus, OPPO, Xiaomi, Lenovo follow
with 10.1%, 8% and 6.4% share
respectively
42%
850+
p u b l i s h e r s o n - b o a r d e d
2016
2558
1676
2015
i n t h e n u m b e r o f m o b i l e
c a m p a i g n s e x e c u t e d
2X Growth
2016
1280
610
2015
69.1 Million
u n i q u e u s e r c o u n t
THROWBACK TO 2016
In terms of advertising by operating
system in Indonesia, Android is the
largest OS followed by Apple (5.3%)
Top 2017 Mobile Advertising Trends in Indonesia
Globally, Indonesia will continue to remain the
second largest app destination after China
The top downloaded app categories include m-commerce,
travel, games, social media & technology apps
Leading App Destinations in the World, 2016
INDONESIA IS A DOMINANT FORCE
IN GLOBAL APP USAGE
Source: InMobi Network Insights, 2016
MOBILE VIDEO ADVERTISING IS ALL SET TO TAKE-OFF
Source: InMobi Network Insights, 2016
Increasing smartphone usage, adoption of 4G technology, booming
consumption and constant innovation and standardization of video
templates will continue to catalyze the growth of mobile video in
Indonesia
Video ad consumption = Video ad plays
Video ad spend on the InMobi Network in Indonesia grew by
744% - a clear signal that advertisers want to reap the
benefits of the immersive and engaging experience that
video ads provide
Retail, Food & Drink, Games, Travel and Automotive were the
top 5 categories by video ad spend in 2016
Video ad spend grew at 2x the rate of growth in video ad
consumption, a further reinforcement of advertiser focus on
mobile video
Mobile Video Ad Spend Q-o-Q Growth in $ Thousands
Q1
2016
Q4
2016
$22
$187
Mobile Video Ad Consumption Q-o-Q Growth in Millions
Q1
2016
Q4
2016
9.0
43.3
744%
Growth
381%
Growth
Source: InMobi Network Insights
Note: User Engagement is measured in terms of CTR. Video, Interstitial and Native User engagement has been compared to Banner Ads.
10.6% Vid
eoAds
1.6%
Banne
rAds
10.6% Video Ads
3.3
%
Native A
ds
10.6%
Video Ads
3.3%
Interstitia
lAds
10x
Over Banner
3x
Over Interstitial
3x
Over Native
LOCATION-BASED MARKETING
IS BECOMING SHARPER
As location technology continues to improve by leaps and
bounds, the focus of location-based marketing will be to
reduce user spillage while tightening targeting perimeters.
According to BIA / Kelsey, the explosion of smartphones will
propel global location-targeted mobile ad revenues towards the
$18 billion mark by 2019
MOBILE-FIRST THINKING BECOMES
IMPERATIVE FOR BRAND MARKETERS
Smartphone penetration in Indonesia is set to hit 84% by 2018*
Innovations in smartphone technology present marketers with rich data
signals that can be mined to deliver highly contextual advertising
Capabilities such as the touch screen, microphone and camera can also be
leveraged to build clutter-breaking mobile creatives that deliver an
immersive brand experience to users
MMA Smarties Gold Award for Location-Based & Innovation: Unilever
Indonesia / Mindshare Indonesia & InMobi for ‘Rexona Streetview’
Examples of award winning creatives in Indonesia:
MMA Smarties Silver Award for Innovation: Unilever Indonesia / Mindshare
Indonesia & InMobi for ‘Ponds Acne Popcorn’
* Source: eMarketer
INTEGRATED MARKETING ACROSS
PLATFORMS POISED TO GROW
100%
115
100 100
87% of consumers engage
with a second screen while
watching TV*1
Interest in Product*
Purchase Intent*
Mobile CreativesTV commercials
Mobile creatives generate 50% higher
purchase intent and 15% higher interest in
the product, as opposed to TV ads*2
Integrated TV+mobile campaigns show
better results than TV-only efforts,
decreasing cost by 80%*2
150
*Indexed responses, *1 Mobile ad reaction study, Millward Brown, *2 InMobi research, in partnership with Mindshare and Unilever
Source: 1
Euromonitor
PERFORMANCE ADVERTISERS ARE MOVING FROM
INSTALLS TO RE-ENGAGEMENT
CASE STUDY
Driving first transaction and re-activations for a leading e-commerce player in Indonesia
Indonesia’s e-commerce market is expected to see up to
five-fold growth from $1.7 billion in 2016 to $8.5 billion by
2020, making user retention as important as user acquisition
As an e-retailer, Zalora puts user engagement as a priority. We were
impressed by InMobi’s retargeting technology as it allowed us to
scale our marketing spend efficiently and improve the performance
of our mobile channels. We are happy to be working with InMobi’s
committed team as we continue to collaborate in achieving great
measurable results
Zalora, a leading online fashion store in South East Asia, has been using
InMobi’s remarketing platform to further boost mobile sales.
-Tito Costa, Chief Marketing Officer, Zalora
More than 50,000 remarketing transactions for Indonesian
e-commerce players were driven by InMobi during the major
11.11 and 12.12 sales, reinforcing the need for re-engagement
Objective
Drive activations: Re-engage with users who have
installed the app but not made a first purchase
within the first 7 days
Re-activate dormant users: Retarget users who
have not engaged with the app for the last 30 days
InMobi targeted users in real-time using
key post-install events: InMobi’s dynamic
audience builder segmented a user in real
time based on the postbacks received
Activated multiple users and drove more than
500 first transactions daily at a CPFT of $2.5
Drove transactions at scale for
dormant users at $1.5 CPT
InMobi
Solution
Results
Source: InMobi APAC Mobile Programmatic Survey
PROGRAMMATIC REMAINS NASCENT BUT PRESENTS A
HUGE GROWTH OPPORTUNITY
Programmatic in Indonesia, is a fairly recent
phenomenon. Advertisers were cautious about
programmatic adoption in 2016
58% of survey respondents that had yet to
adopt mobile programmatic cited the
complexity of the technology as a key barrier*
43% of survey respondents cited a lack of
understanding in executing programmatic
campaigns*
InMobi saw an 800% annual growth in mobile
programmatic ad spend in 2016, a key indicator
that the technology presents a tremendous
opportunity for growth
800%growth
from
Q1 to Q4
in Mobile
Programmatic
Ad Spend
in Indonesia
VIEWABILITY AND MEASUREMENT MATTER
Increasing demand from advertisers for ad-tech
partners to be compliant with global MRC
viewability guidelines
Greater focus than before on having trusted
third-party measurement and verification to
ensure accurate reporting

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Top 2017 Mobile Advertising Trends in Indonesia

  • 3. Source: InMobi Network Insights, 2016 growth in the volume of impressions served in 2016 Growth driven by in-app ads that contributed to 95% share of mobile ad impressions 10% Q-o-Q Android’s market share making it the largest OS on our platform 94.6% Samsung’s impression share among handset manufacturers Asus, OPPO, Xiaomi, Lenovo follow with 10.1%, 8% and 6.4% share respectively 42% 850+ p u b l i s h e r s o n - b o a r d e d 2016 2558 1676 2015 i n t h e n u m b e r o f m o b i l e c a m p a i g n s e x e c u t e d 2X Growth 2016 1280 610 2015 69.1 Million u n i q u e u s e r c o u n t THROWBACK TO 2016 In terms of advertising by operating system in Indonesia, Android is the largest OS followed by Apple (5.3%)
  • 5. Globally, Indonesia will continue to remain the second largest app destination after China The top downloaded app categories include m-commerce, travel, games, social media & technology apps Leading App Destinations in the World, 2016 INDONESIA IS A DOMINANT FORCE IN GLOBAL APP USAGE Source: InMobi Network Insights, 2016
  • 6. MOBILE VIDEO ADVERTISING IS ALL SET TO TAKE-OFF Source: InMobi Network Insights, 2016 Increasing smartphone usage, adoption of 4G technology, booming consumption and constant innovation and standardization of video templates will continue to catalyze the growth of mobile video in Indonesia Video ad consumption = Video ad plays Video ad spend on the InMobi Network in Indonesia grew by 744% - a clear signal that advertisers want to reap the benefits of the immersive and engaging experience that video ads provide Retail, Food & Drink, Games, Travel and Automotive were the top 5 categories by video ad spend in 2016 Video ad spend grew at 2x the rate of growth in video ad consumption, a further reinforcement of advertiser focus on mobile video Mobile Video Ad Spend Q-o-Q Growth in $ Thousands Q1 2016 Q4 2016 $22 $187 Mobile Video Ad Consumption Q-o-Q Growth in Millions Q1 2016 Q4 2016 9.0 43.3 744% Growth 381% Growth
  • 7. Source: InMobi Network Insights Note: User Engagement is measured in terms of CTR. Video, Interstitial and Native User engagement has been compared to Banner Ads. 10.6% Vid eoAds 1.6% Banne rAds 10.6% Video Ads 3.3 % Native A ds 10.6% Video Ads 3.3% Interstitia lAds 10x Over Banner 3x Over Interstitial 3x Over Native
  • 8. LOCATION-BASED MARKETING IS BECOMING SHARPER As location technology continues to improve by leaps and bounds, the focus of location-based marketing will be to reduce user spillage while tightening targeting perimeters. According to BIA / Kelsey, the explosion of smartphones will propel global location-targeted mobile ad revenues towards the $18 billion mark by 2019
  • 9. MOBILE-FIRST THINKING BECOMES IMPERATIVE FOR BRAND MARKETERS Smartphone penetration in Indonesia is set to hit 84% by 2018* Innovations in smartphone technology present marketers with rich data signals that can be mined to deliver highly contextual advertising Capabilities such as the touch screen, microphone and camera can also be leveraged to build clutter-breaking mobile creatives that deliver an immersive brand experience to users MMA Smarties Gold Award for Location-Based & Innovation: Unilever Indonesia / Mindshare Indonesia & InMobi for ‘Rexona Streetview’ Examples of award winning creatives in Indonesia: MMA Smarties Silver Award for Innovation: Unilever Indonesia / Mindshare Indonesia & InMobi for ‘Ponds Acne Popcorn’ * Source: eMarketer
  • 10. INTEGRATED MARKETING ACROSS PLATFORMS POISED TO GROW 100% 115 100 100 87% of consumers engage with a second screen while watching TV*1 Interest in Product* Purchase Intent* Mobile CreativesTV commercials Mobile creatives generate 50% higher purchase intent and 15% higher interest in the product, as opposed to TV ads*2 Integrated TV+mobile campaigns show better results than TV-only efforts, decreasing cost by 80%*2 150 *Indexed responses, *1 Mobile ad reaction study, Millward Brown, *2 InMobi research, in partnership with Mindshare and Unilever
  • 11. Source: 1 Euromonitor PERFORMANCE ADVERTISERS ARE MOVING FROM INSTALLS TO RE-ENGAGEMENT CASE STUDY Driving first transaction and re-activations for a leading e-commerce player in Indonesia Indonesia’s e-commerce market is expected to see up to five-fold growth from $1.7 billion in 2016 to $8.5 billion by 2020, making user retention as important as user acquisition As an e-retailer, Zalora puts user engagement as a priority. We were impressed by InMobi’s retargeting technology as it allowed us to scale our marketing spend efficiently and improve the performance of our mobile channels. We are happy to be working with InMobi’s committed team as we continue to collaborate in achieving great measurable results Zalora, a leading online fashion store in South East Asia, has been using InMobi’s remarketing platform to further boost mobile sales. -Tito Costa, Chief Marketing Officer, Zalora More than 50,000 remarketing transactions for Indonesian e-commerce players were driven by InMobi during the major 11.11 and 12.12 sales, reinforcing the need for re-engagement Objective Drive activations: Re-engage with users who have installed the app but not made a first purchase within the first 7 days Re-activate dormant users: Retarget users who have not engaged with the app for the last 30 days InMobi targeted users in real-time using key post-install events: InMobi’s dynamic audience builder segmented a user in real time based on the postbacks received Activated multiple users and drove more than 500 first transactions daily at a CPFT of $2.5 Drove transactions at scale for dormant users at $1.5 CPT InMobi Solution Results
  • 12. Source: InMobi APAC Mobile Programmatic Survey PROGRAMMATIC REMAINS NASCENT BUT PRESENTS A HUGE GROWTH OPPORTUNITY Programmatic in Indonesia, is a fairly recent phenomenon. Advertisers were cautious about programmatic adoption in 2016 58% of survey respondents that had yet to adopt mobile programmatic cited the complexity of the technology as a key barrier* 43% of survey respondents cited a lack of understanding in executing programmatic campaigns* InMobi saw an 800% annual growth in mobile programmatic ad spend in 2016, a key indicator that the technology presents a tremendous opportunity for growth 800%growth from Q1 to Q4 in Mobile Programmatic Ad Spend in Indonesia
  • 13. VIEWABILITY AND MEASUREMENT MATTER Increasing demand from advertisers for ad-tech partners to be compliant with global MRC viewability guidelines Greater focus than before on having trusted third-party measurement and verification to ensure accurate reporting