Source: InMobi Network Insights, 2016
growth in the volume
of impressions served
in 2016
Growth driven by in-app ads that
...
Globally, Indonesia will continue to remain the
second largest app destination after China
The top downloaded app categori...
MOBILE VIDEO ADVERTISING IS ALL SET TO TAKE-OFF
Source: InMobi Network Insights, 2016
Increasing smartphone usage, adoptio...
Source: InMobi Network Insights
Note: User Engagement is measured in terms of CTR. Video, Interstitial and Native User eng...
LOCATION-BASED MARKETING
IS BECOMING SHARPER
As location technology continues to improve by leaps and
bounds, the focus of...
MOBILE-FIRST THINKING BECOMES
IMPERATIVE FOR BRAND MARKETERS
Smartphone penetration in Indonesia is set to hit 84% by 2018...
INTEGRATED MARKETING ACROSS
PLATFORMS POISED TO GROW
100%
115
100 100
87% of consumers engage
with a second screen while
w...
Source: 1
Euromonitor
PERFORMANCE ADVERTISERS ARE MOVING FROM
INSTALLS TO RE-ENGAGEMENT
CASE STUDY
Driving first transactio...
Source: InMobi APAC Mobile Programmatic Survey
PROGRAMMATIC REMAINS NASCENT BUT PRESENTS A
HUGE GROWTH OPPORTUNITY
Program...
VIEWABILITY AND MEASUREMENT MATTER
Increasing demand from advertisers for ad-tech
partners to be compliant with global MRC...
Top 2017 Mobile Advertising Trends in Indonesia
Top 2017 Mobile Advertising Trends in Indonesia
Top 2017 Mobile Advertising Trends in Indonesia
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Top 2017 Mobile Advertising Trends in Indonesia

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2016 was an eventful year for mobile in Asia Pacific especially in Indonesia, as more consumers are deserting desktops for mobile devices. Right from socialising, banking, planning their travel, to purchasing groceries mobile has become ingrained in a consumer’s life.

Mobile, in short, has become a catalyst for transformation in the way we live our lives.

As mobile technology and innovation continue to drive the way forward, here are the key mobile marketing research insights of 2017 in Indonesia based on InMobi’s network data.

Veröffentlicht in: Marketing

Top 2017 Mobile Advertising Trends in Indonesia

  1. 1. 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%)
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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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