INDONESIA

AD SPENDING 2013

MEDIA
CONSUMPTION
TRADITIONAL

vs

DIGITAL

vs

HOURS SPENT ON
TRADITIONAL MEDIA
8

HOURS SPENT ON
DIGITAL MEDIA

MALAYSIA
PHILIPPINES

INDONESIA
THAILAND
VIETNAM
SINGAPORE
CHINA
INDIA
HONG KONG
TAIWAN
SOUTH KOREA
AUSTRALIA
JAPAN
8

Source:
GlobalWebIndex Q4 2012

PRINT

RADIO

TV

PC

MOBILE

Question:
How many hours do you spend
doing X on a typical day?

TIME SPENT (HOURS) ON

ONLINE ACTIVITIES

OTHER

1.18

FORUMS

INDONESIA

0.45

1.38

0.48

BLOGGING

TV
STREAMING

RADIO
STREAMING

SOCIAL
NETWORKING

2.21

Source:
GlobalWebIndex Q4 2012

MEDIA
AD SPENDING
ASIA-PACIFIC

TOTAL MEDIA AD SPENDING

ASIA-PACIFIC

$145.9

$157.5

$168.8

$179.8

$190.9
TOTAL MEDIA AD SPENDING
GROWTH

in billions
ASIA-PACIFIC IS THE SECOND-LARGEST
ADVERTISING ECONOMY
WORLDWIDE AFTER NORTH-AMERICA

8.5%
7.9%

7.2%
6.5%
2012

2013

2014

2015

6.2%

BEGINNING IN 2012 AND THROUGH

THE REST OF THE FORECAST PERIOD,
TOTAL AD SPENDING IN ASIA-PACIFIC
WILL GROW FASTER THAN IN NORTH
AMERICA

2016

Source:
eMarketer, December 2012
Notes:
Includes digital (online and mobile), directories, magazines, newspapers, outdoor, radio and TV

DIGITAL AD SPENDING
ASIA-PACIFIC

DIGITAL AD SPENDING

25%

GROWTH

in billions

19%

16%

14%

13%

$48.6
$42.9
$37.7
$32.5
$27.3
2012

2013

2014

2015

ASIA-PACIFIC WILL EXPERIENCE

MASSIVE GROWTH AND BECOME THE
SECOND-LARGEST DIGITAL AD
MARKET IN THE WORLD STARTING
FROM 2013 AND THROUGHOUT THE
FORECAST PERIOD

2016

Source:
eMarketer, December 2012
Notes:
Includes advertising that appears on desktop and laptop computers as well as mobile
phones and tablets; excludes SMS, MMS and P2P messaging-based advertising

MOBILE AD SPENDING
ASIA-PACIFIC

40%

MOBILE AD SPENDING
GROWTH

in billions

26.4%
28.6%

23.2%
16.5%

BY 2016, MOBILE AD SPENDING IN ASIA

PACIFIC WILL TOTAL $6.19 BILLION, THE
THIRD LARGEST IN THE WORLD,
DRIVEN BY A SURGE IN GROWTH IN
CHINA, INDIA AND INDONESIA

$2.65 $3.41 $4.31 $5.31 $6.19

2012

2013

2014

2015

2016

Source:
eMarketer, December 2012
Notes:
Includes display (banners, video and rich media) and search; excludes SMS, MMS and
P2P messaging-based advertising; includes ad spending on tablets

AD SPENDING COMPARISON
ASIA-PACIFIC

$145.9

$157.5

$168.8

$179.8

$190.9
TOTAL MEDIA AD SPENDING
DIGITAL AD SPENDING
MOBILE AD SPENDING

in billions
TOTAL MEDIA AD SPENDING IN ASIAPACIFIC WILL CONTINUE TO GROW AT
A HEALTHY PACE

25.4%
23.9%
22.3%
20.6%
18.7%
1.82% 2.17% 2.55% 2.95% 3.24%
2012

2013

Source:
eMarketer, December 2012

2014

2015

2016

ASIA-PACIFIC WILL INCREASE

EXPENDITURES IN DIGITAL AD
SPENDING AND BECOME BIGGER
PLAYERS IN THE GLOBAL MARKET
ALONG WITH NORTH AMERICA AND
WESTERN EUROPE, ASIA-PACIFIC WILL
COMMIT THE MOST AD DOLLARS
TOWARDS MOBILE THROUGH 2016

MEDIA
AD SPENDING
INDONESIA

10

TOTAL MEDIA AD SPENDING

INDONESIA

$15.01
$12.94

TOTAL MEDIA AD SPENDING

GROWTH

$11.16
$7.62

$9.14

23.9%
19.9%

2012

in billions

2013

22.1%

2014

15.9%

16.0%

2015

2016

DRIVEN BY A RISE IN TV VIEWING, A

GROWING MIDDLE CLASS AND A
GREATER VOLUME OF DIRECT
FOREIGN INVESTMENT, INDONESIA
WILL EXPERIENCE GROWTH FOR
TOTAL MEDIA AD SPENDING
THROUGHOUT THE FORECAST
PERIOD

Source:
eMarketer, June 2013; confirmed and republished, August 2013
Notes:
Includes digital (online and mobile), directories, magazines, newspapers, outdoor, radio and TV

11

DIGITAL AD SPENDING
INDONESIA

DIGITAL AD SPENDING
GROWTH

in billions

71.4%

75.0%

71.4%
65.3%

55.6%

EMERGING MARKETS LED BY

INDONESIA, CHINA AND INDIA ARE
EXPECTED TO PROPEL THE DIGITAL AD
SPENDING IN THE REGION BY $2
BILLION, SURPASSING THE WESTERN
EUROPE

$1.19
$0.72
$0.14 $0.24 $0.42
2012

2013

2014

2015

2016

Source:
eMarketer, June 2013
Notes:
Includes advertising that appears on desktop and laptop computers as well as mobile
phones and tablets; excludes SMS, MMS and P2P messaging-based advertising

12

MOBILE AD SPENDING
INDONESIA

150%

MOBILE AD SPENDING
GROWTH

in millions

87.5%

83.3%

77.8%

WITH ITS RISING INTERNET

PENETRATION AND SMARTPHONE
USERS, MOBILE AD SPENDING IN
INDONESIA IS EXPECTED TO
CONTINUE TO RISE

80%

$5

$9

$16

$30

$55

2012

2013

2014

2015

2016

Source:
eMarketer, June 2013; confirmed and republished, August 2013
Notes:
Includes display (banners, video and rich media) and search; excludes SMS, MMS and
P2P messaging-based advertising; includes ad spending on tablets

13

AD SPENDING COMPARISON
INDONESIA

$15.01
$12.94

TOTAL MEDIA AD SPENDING

DIGITAL AD SPENDING

$11.16
$7.62

MOBILE AD SPENDING

$9.14

in billions

7.93%
5.56%
1.84% 2.63% 3.76%
0.07% 0.1% 0.14% 0.23% 0.37%
2012

2013

2014

2015

ALTHOUGH INDONESIAS AD
ECONOMY STILL REMAINS MOSTLY
RELIANT ON TRADITIONAL MEDIA
ADVERTISING FORMATS SUCH AS TV,
MAGAZINES AND NEWSPAPERS, THE
DIGITAL AD SPENDING IN INDONESIA
IS FORECASTED TO SEE ESPECIALLY
HIGH GROWTH

2016

Source:
eMarketer, June 2013; confirmed and republished, August 2013

14

AD SPENDING - BY MEDIA
INDONESIA

$1,628

TV

$501

NEWSPAPER

INTERNET

$147
$90

7.8%

OUTDOOR

$78

14.8%

RADIO

$65

9.6%

$11

GROWTH

in millions

51.5%

MAGAZINE

CINEMA

8.5%

15.2%

AD SPENDING

DIGITAL SPENDING IS BEGINNING TO

RAMP UP AS MEDIA BUYERS ADJUST TO
THE ONLINE WORLD.
IT WILL SEE SIGNIFICANTLY HIGHER
GROWTH RATES OVER THE NEXT FEW
YEARS

12.5%

Source:
GroupM, December 2012

15

END