With one of the largest online populations in the world, Indonesia’s digital boom shows no signs of slowing down. This includes a rapidly growing ecommerce market with 30 million people transacting online today.
As Indonesian digital usage grows, marketers need to rethink the customer journey and be adaptable to their changing needs and preferences. The traditional linear consumer journey is no longer applicable in the modern age of digitalization. Magnite’s audience research “Decoding the Connected Indonesian Consumer” with Milieu Insights dived into key consumer media behavior and ad preferences in Indonesia to inform marketers on the best way forward.
Reach Indonesian Audiences Where They Are
Consumer-centric marketing is about reaching the right consumers where they are most engaged. An omnichannel strategy entails understanding your audience and each channel’s unique characteristics to create a cohesive brand experience.
Magnite’s research revealed 88% of Indonesian internet-connected consumers are active open internet users across OTT streaming, gaming, music streaming and digital news/ magazines. This translates to an estimated 197 million Indonesians active on the open internet. Furthermore, they are heavy users spending at least 10 hours across these channels, with OTT streamers spending 20.7 hours per week streaming videos and gamers spending 19.2 hours per week gaming. Even active user-generated content (UGC) video and social media users widely use the open internet.
Multiple channels clearly stood out during specific times of the day – digital news during breakfast, music streaming while commuting, and OTT/CTV video streaming at night. Understanding channel usage and reach these audience segments when they are online is key to maximizing marketing outreach.
Mobile First, CTV Next
The average Indonesian spends four hours a day accessing the internet on their mobile device – twice the USA average, according to McKinsey. Indonesians remain mobile first, where 88% of video streamers are streaming via smartphone, 96% of digital readers are browsing digital news/ magazines on mobile, and 93% of gamers are playing mobile games.
Mobile is also used as a complementary device by consumers to engage in actions related to show content when watching TV. More than half (56%) are messaging friends and family about the show, and 47% search online for products from the shows or ads. However, there is a growing interest in CTV which (26%) has overtaken free-to-air TV (20%) as the preferred TV device among video viewers. Having a mobile strategy is table stakes, but it’s important to take note of the growth in big-screen adoption, especially digital screens.
Multi-Channel, Relevant Ads Deliver Greater Impact
Mass marketing is no longer the solution; marketers need to leverage one-to-one personal messaging for more meaningful interactions that add value to the consumer ad experience across multiple touchpoints. Ad experience matters, where relevance and non-repetitiveness ranked highly for watchable ads.
56% of Indonesians better recall ads that include products relevant to them. Even among gamers, the importance of quality triumphs getting rewarded when it comes to ads. Ad relevance (51%) was the most important factor in increasing gamer willingness to view an in-game ad, higher than the ability to exchange for gaming rewards (33%).
Ad performance remains top of mind for advertisers where ad impact is still a key metric of successful reach. Indonesian consumers are ad receptive across all channels, with more than half engaging in some form of post-ad action. Across post-ad search and purchase behavior, a multi-channel ad impact is stronger than a single channel. 67% of Indonesian online users search for the product advertised online, while 57% make a purchase after viewing an ad across multiple platforms.
The Future in Indonesia: Data-Driven Omnichannel Advertising
What does this mean for advertisers and brands? The need to craft valuable relationships with consumers by being relevant will only grow. Buyers need to select the right platforms to form their media mix and leverage data for better addressability in a privacy-proof way to enhance the consumer buying journey. However, this does not have to be an extensive effort. Buyers can scale it with programmatic activation to access a wide range of digital formats and tap on its precise targeting, measurement and optimisation capabilities for real-time ad personalisation and messaging to the right audience.
Ultimately, advertisers should tailor their strategies to the multi-channel era and collaborate with media owners to reach audiences wherever they are. With informative, entertaining and relevant content, brands can craft a positive association, with the help of data and tech to create personalized experiences and meaningful interactions.
Magnite and SpringServe’s technology will support Banijay Rights global expansion of FAST services
LONDON – May 31, 2023 – Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company, announced that Banijay Rights, the global distribution arm of content powerhouse Banijay, has chosen Magnite and ad server SpringServe to help monetise its free, ad-supported streaming TV (FAST) platforms.
Banijay Rights will leverage Magnite’s SSP and SpringServe’s ad server technology across its FAST channel inventory globally. Banijay has produced world-famous shows, including Deal or No Deal and Survivor, and these technology integrations with Magnite and SpringServe will help deliver broadcaster-level premium inventory across this high-quality content. Banijay Rights recently announced the launch of its new FAST channel, Horizons, featuring premium UK entertainment content from its 160,000-plus hour catalogue. Horizons was added to its suite of live FAST channels in September – which now stands at 22 FAST channels and over 110 live streams.
Magnite’s SSP will provide Banijay with monetisation tools specifically built to support premium, long-form video and high-quality viewing experiences. SpringServe’s ad serving capabilities offer Banijay enhanced insight, transparency, and control to enable more efficient and accurate management of advertising for more optimal video ad experiences. Banijay will have access to ad serving innovations including SpringServe’s BingeWatcher product which automates the creative review process to help improve ad experiences and drive campaign success.
“We are always looking to take a proactive approach when monetising our FAST channels so working with leading technology platforms in advertising – Magnite and SpringServe – is a great fit for our strategy,” said Shaun Keeble, VP Digital at Banijay Rights.
“Ad-supported streaming is growing steadily due to consumers’ desire for more choice and access to high quality TV content,” said Sam Wilson, Managing Director of CTV, EMEA at Magnite. “We’re looking forward to capturing this opportunity with Banijay by helping them gain greater insight and control around their inventory and using those learnings to aid in improving monetisation.”
“The need to deliver a premium ad experience to complement streaming inventory is vital to success for FASTs,” said Sarah Gaudszun, Commercial Director, EMEA at SpringServe. “Our collaboration with Banijay Rights will help them more effectively manage advertising and we look forward to collaborating with their team to provide a premium experience for viewers.”
About Magnite
We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.
About SpringServe
SpringServe, now part of Magnite, is the leading independent ad serving platform, purpose-built for OTT, CTV and video advertising. Its software offers a full stack of ad serving, optimization and automation solutions that make video ad serving smarter across devices. Trusted by leading publishers & advanced TV distributors, its platform delivers control, transparency, and analytics to help increase ad performance and revenue from media sales. For more information, visit http://www.springserve.com.
About Banijay Rights
Leading global distributor, Banijay Rights, represents a world-class, multi-genre portfolio of 160,000 hours of standout programming. Handling the distribution for content powerhouse, Banijay, the division specialises in the exploitation of premium scripted and non-scripted brands to broadcasters worldwide.
Representing quality, excellence and experience in the business of linear and non-linear television and ancillary activity across all platforms, Banijay Rights’ catalogue encompasses a host of top titles from Banijay’s 120+ in-house labels, and a number of third-party producers, spanning drama, comedy, entertainment, factual, reality, family, formats and theatrical.
Delivering high-quality IP, which was born locally and travels globally, the distributor offers the best stories told the best way. Its landmark brands include Survivor, Big Brother, MasterChef, Peaky Blinders, Rogue Heroes, Marie Antoinette, Temptation Island, Grantchester, Deal or No Deal, Biggest Loser, Home and Away, Love Triangle, Mr Bean and Black Mirror.
Built on independence, creative freedom, entrepreneurialism and commercial acumen, Banijay Rights operates under the direction of Chief Executive Officer, Cathy Payne.
Magnite Media Contacts:
alice.stephens@withpr.com
+44 (0) 20 7249 7769
klim@magnite.com
+1 (917) 658-1994
Matthew, our senior manager of advanced solutions, takes us through a typical day in his life.
Magnite’s Day in the Life series dives into the various people and teams that make up the world’s largest independent sell-side ad company.
How would you explain what you do to someone outside the industry?
My role is comparable to a sales engineer or an ad tech consultant where, ultimately, our end goal is to make every single ad impression relevant across every medium. I’m looking to provide bespoke solutions for buyers to spend their money effectively and for media owners to have the controls and efficiencies to maximize their yield and user experience.
How did you first break into ad tech?
I’d spent a few summers in college with Major League Baseball at their headquarters in New York, where I was originally exposed to ad tech for the first time.
Later, I started my career at SpotX after graduating from Washington University in St. Louis with a degree in marketing and a focus on computer science. I started out with our Advanced Solutions Group, which was leading SpotX’s break into the connected TV space at the time.
How does your department/team help support Magnite/Magnite’s clients as a whole? What other departments do you facilitate the most?
Our team interfaces with nearly every part of our organization, internally and externally. That gives the Advanced Solutions team a strong look into the flows and trends of the entire ecosystem. We interface with agencies, server-side ad insertion and content providers alike. So generally, your role within Advanced Solutions determines how much time you spend with each department.
Our team is a part of the commercial team. But, individually, I spend a lot of time working alongside our Demand Facilitation, product and partnerships teams.
What does a typical day at Magnite look like for you?
One of my favorite parts about working for such a dynamic team is that my day-to-day life often looks different depending on the week. It’s filled with a mix of internal and external innovation discussions with pipeline and current partners.
When I’m not in meetings, I spend a lot of my time troubleshooting publisher-side. I also work directly with our international clients in JAPAC, spending afternoons and nights liaisoning with them due to the time change. Additionally, I continue to look at opportunities for Magnite to grow outside of the partnerships that we have today.
When I’m in the office, once I’m done with a majority of my daily responsibilities in the afternoon, you can probably find me playing a quick game of pool with my Magnite buddies.
Talk about a recent project that you’re proud of yourself/your team for accomplishing.
I’m definitely proud of the efforts that have come from myself and the Advanced Solutions team when it comes to addressable television.
The work we’ve done on the addressable linear front brings in new partners and brings one-to-one addressability into traditional cable and satellite environments. This year we’ve launched with several new linear partners that have provided an additional medium for our buyers to delve into. It allows brands and agency partners to expand their audience-based buys and incremental user reach.
What do you enjoy most about your role?
My team and the other Magnite teams that I work with on a daily basis. I interact with a very bright group of individuals that not only help me grow my knowledge of the ad tech ecosystem but also inspire me to work harder every day and continue to grow Magnite as an organization.
Additionally, it is exciting to lead key initiatives internally, including partnership launches like Project OAR and OpenAP.
Do you have any advice for people looking to learn more about ad tech/your particular department?
Ad tech can be very confusing and overwhelming when you first jump into it. You have to grow your acronym glossary by 10x.
It’s beneficial for folks that are new to ad tech to dig into every partner, contributor and role in the ad tech workflow, from how a server-side ad insertion (SSAI) vendor works to stitch the final ads into an end user’s stream, to the role of an ad server, SSP and DSP.
It’s definitely an industry that you can get siloed in. I think it’s really helpful to understand the full end-to-end process to see how every single piece of the puzzle fits together.
75% of internet-connected TV viewers in LATAM watch ad-supported streaming TV
SÃO PAULO, BRAZIL – May 29, 2023 – Magnite (NASDAQ: MGNI), the world’s largest independent omnichannel sell-side advertising company, today unveiled its latest research study, “The Rise of Ad-Supported Streaming: An In-Depth Look at How Ads Are Powering Streaming TV in LATAM.” The research finds that 75% of internet-connected TV viewers across Argentina, Brazil, Colombia and Mexico watch ad-supported streaming TV, which includes television content streamed on any device.
As streaming reaches a new level of maturity in the LATAM market, the study finds that demand for ad-supported content is increasing. Among those who watch streaming TV, 83% are watching content with ads. Importantly, ad-supported streaming TV viewers are watching just as many hours of programming as ad-free viewers (15 hours) each week, showing that advertising does not negatively impact the viewers’ engagement.
“Streaming is revolutionizing the way audiences consume television content globally and we completed this study to better understand how this trend is taking shape in Latin America,” said Rafael Pallarés, Vice President of LATAM at Magnite. “It’s clear from the results of our research that Latin Americans are embracing streaming TV. The overwhelming popularity of streaming TV and viewers’ acceptance of ad-supported models signal future growth of advertising in this format and more opportunities for both publishers and advertisers.”
Key findings from Magnite’s study include:
- More ad-free streamers will likely shift to ad-supported environments. 71% of paid, ad-free LATAM streamers said they would use a new ad-based streaming service for a free or reduced cost.
- LATAM streaming TV viewers are cross-device consumers and exposure to brands across multiple devices drives purchasing intent. 88% of ad-supported streamers are more likely to make a purchase from a brand that they engaged with across multiple devices.
- Ad-supported viewers place a high level of trust in the ads they see. 83% of this audience in LATAM find the ads to be trustworthy within TV.
- Audiences in LATAM have a positive view on the value of streaming TV. 96% of ad-supported streamers said that streaming TV is a good value as a source of entertainment and 94% said that it offers better programming than traditional TV. 83% of this audience said that streaming TV is a “must-have” in their household.
To explore additional insights, please click here.
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Methodology
Magnite engaged Harris Interactive to execute an online survey of 4,991 respondents across Latin America: Argentina, Brazil, Colombia, and Mexico. The respondents are people ages 18-74 who watch 7+ hours of TV a week with internet access in their homes. Fieldwork was completed from March 28 – April 12, 2023.
*Methodology updated on June 6, 2023 to correct a typo. Age of respondents changed from 16-74 to 18-74.
About Magnite
We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.
The Rise of Ad-Supported Streaming
Streaming TV is the future of television in LATAM. Over the past few years, streaming TV has seen tremendous growth and has entered a new phase of maturity where most internet-connected households are streaming, and much of the growth is coming from ad-supported viewership.
Ad-Supported Streaming Is Surging
Ad-supported streaming is surging and is now watched by 75% of internet-connected TV viewers and is expected to continue to grow, with many ad-free streamers saying that they plan to use a new ad-based streaming service in the next year.
71% of ad-free streamers said they will use a new ad-based subscription service in the next year.
Streamers Are Spending More Time Watching Ad-Supported Content
63% of ad-supported streamers are watching more streaming compared to last year, while only 7% are watching less. We also found that there is little difference in time spent streaming between those who watch programming with ads and those who only watch ad-free content.
Streaming TV Ads Drive Action
Streaming TV is also a powerful vehicle for building brand trust and driving action. More than 8 in 10 ad-supported streamers trust the ads they see within TV environments and 40% indicated that they search for the product or services online after seeing it on TV.
While uncertainties remain around Google’s Privacy Sandbox, and other identity alternatives face questions around long term prospects, one area that most agree on is that context will likely play a significant role as a pillar of addressability.
Contextual as a pillar of addressability
Contextual targeting is an already viable, sustainable and effective complement or alternative to identity-based addressability that fundamentally embraces the privacy-centric paradigm without any reliance on user data. Modern contextual targeting has been transformed by innovations such as; natural language processing (NLP); automated image/video analysis and speech-to-text engines have led to more accurate and automated content analysis. These insights provide the foundations upon which many audience identifiers are built on such as interest signals.
Contextual across channels
Contextual intelligence is starting to be leveraged across channels from web-based contextual to CTV/OTT, audio and gaming. For web-based contextual understanding Magnite uses natural language processing (NLP) and contextual modeling processes to automate the extraction of themes and keywords of media owners’ pages. These are then matched to the IAB’s taxonomy or to more bespoke segments, to power custom contextual segments, brand safety and suitability, as well as campaign planning and real-time targeting.
On CTV, contextual intelligence comes from metadata and content signals such as genre, series and channel, and while these can be included in bid requests there are still challenges to achieve the transparency and scale seen in web-based contextual. For instance, the broad nature of content signals (e.g. genre), the need to tag all content and metadata, and concerns around data leakage can all be obstacles.
Automatic content recognition (ACR) data is bolstering contextual capabilities in CTV and audio, where tech can identify what is playing and match it to an associated content signal, in order to build audiences, manage frequency, measure viewability, and do attribution. As smart TVs continue to proliferate there’s an opportunity to leverage ACR data more effectively – increasing its availability, standardizing its use and measurement, and enriching it with other data to improve ad serving.
What this means for media owners
Curate contextual inventory
Curation of inventory packages across flexible execution options (open market, programmatic guaranteed, private marketplace deals, etc) using deal IDs provides buyers access to contextual inventory while alleviating concerns around possible data leakage by stripping the bid request of metadata publishers do not wish to share.
Standardize and differentiate
In addition to mapping audience segments based on standardized content taxonomies, publishers should look to highlight their unique audiences, mapping content, keywords and behaviors into their own custom taxonomies.
Protect their data
Media owners should seek tools to control what data they share with buyers and prevent data leakage. For instance, Magnite’s Data Lock capability offers signal filtering capabilities in CTV environments to dictate what content information is shared with DSPs.
What this means for advertisers and agencies
Contextual now and in the future
Many buyers are already regularly using valuable content parameters in display to make more informed bidding decisions that can improve scale and accuracy, while reducing waste by targeting relevant content. As contextual data becomes more available across channels, buyers will see similar benefits elsewhere.
Working with the supply-side
Buyers should explore supply side activation paths that leverage a portfolio of data enablement options that includes using contextual data for accurate audience mapping and forecasting, inventory and audience curation, and detailed insights.
Beyond inclusion/exclusion
Advertisers can leverage both standardized taxonomies as well as some publishers’ custom taxonomies to access even more granular and accurate contextual intelligence and targeting opportunities beyond basic keyword inclusion/exclusion.
What’s next for contextual?
Going forward, contextual will be an important pillar of addressability and publishers should take steps to maintain control of how and where their contextual data is leveraged. While publisher contextual signals are often sold by third parties, the best way to guarantee accurate contextual data is when accessed from the publisher themselves as there’s a risk with third parties miscategorizing such signals. Though scale is one potential drawback of buying contextual from individual publishers, the standardization of contextual signals is creating possibilities for buying against contextual data from multiple publishers – through SSPs – where publishers maintain control over their data.
Collaboration will be critical for contextual activation to ensure consistency between signals the publisher provides and the ability for the buy-side to understand and bid on the right signals. For instance, while web-based contextual benefits from standardized IAB taxonomies, there’s a need for standardization specific to TV that can then be adopted across video platforms too.
As addressability challenges increase due to third party cookie deprecation, Magnite is helping publishers and buyers use other signals by enriching bid requests across omnichannel inventory with contextual and behavioral signals. Innovation around contextual targeting will continue with real-time contextual curation and targeting, as well as concepts such as contextual lookalikes, where we can infer signals based on a user consuming similar content to a previous user.
Want to learn more? Why not sign up to Magnite University to learn more about contextual targeting, key ad tech industry trends such as retail media and ACR data, and more.
By: Mike Evans, Senior Vice President, Demand Facilitation at Magnite
In recent years we’ve seen increased complexity in media buying driven by shifts in audience addressability and measurement, a lack of transparency in the supply chain, and continued fragmentation. Compounded by pressure on resources, we’ve heard from our agency partners that they need streamlined media buying that is addressable, measurable, and transparent across channels, with controls and flexibility to enable them to meet their campaign goals.
A fragmented media buying landscape
Fragmentation across devices, channels, and walled gardens is one of the biggest challenges, yet it also holds huge opportunities for reaching new and existing audiences more effectively in an ever growing omnichannel ecosystem. In TV, for instance, with the shift from linear to digital the industry is reconfiguring how we plan, transact, and optimize video advertising across screens, but also creates new ways to engage audiences. These new ways of engaging audiences range from direct response ads and personalization, to more dynamic live ads.
Fragmentation is also impacting addressability where buyers are exploring new and existing ways of identifying and addressing their target audiences in the face of shifts in privacy, loss of signals, and changes in where users spend their time. First party data and contextual signals are foundational solutions in the face of third party cookie deprecation, but buyers that have such data may only see limited reach if leveraged on its own (vs matching and scaling it on sell-side data). Furthermore, uncertainties remain around Google’s Privacy Sandbox and the long term prospects of other identifiers.
The opportunities of simplified buying
Whilst not a new concept, supply path optimization has moved up the priority list for buyers this year in response to many of their challenges, to find the most efficient and profitable paths to ad inventory, and then continue optimizing those paths. Having fewer access points for buying inventory across channels, formats and devices makes planning and activation more seamless. It also provides opportunities for buyers to shift budgets and test new channels through streamlined workflows to drive greater efficiencies, transparency, and more effective campaign performance.
For example, Magnite’s work with Kroger and Criteo to activate retail-based first party data with premium inventory in different channels – on and off network – illustrates how Magnite is well positioned to provide interoperability across multiple demand sources and channels, as well as more accurate inventory avails and targeting signals.
What this means for buyers
Seek out flexibility and control
In a shifting and evolving landscape, budget flexibility provides buyers with options to optimize and shift spending in order to meet campaign goals. Similarly, flexibility in execution gives buyers varying levels of control whether buying through open auction, curated auction packages, private marketplace deals (PMPs), programmatic guaranteed, or direct deals. Curated auction packages, for instance, package open auction inventory but transact similar to PMPs, providing control over targeting with robust publisher scale and open auction pricing making them efficient too.
Need for holistic planning and measurement tools
Buyers need a holistic view of inventory and audiences backed up by actionable and transparent measurement to make fully informed decisions on optimization of reach, frequency, and overall performance. Being able to access multiple formats (CTV, display, OLV, audio, DOOH, native) across major media owners gives buyers a comprehensive view into avails and targeting options for accurate forecasting, planning and measurement. Increased fee transparency and access to log-level data, auction transparency, and controls around inventory quality including brand safety and fraud protections will help buyers optimize campaigns too.
More direct publisher relationships
Buyers are already implementing SPO strategies to drive the efficiency, addressability, transparency and improved measurement that those closer relationships with the supply-side can reap. For instance, publishers’ valuable relationships with users gives them the unique data within premium environments to help buyers reach them more effectively and efficiently.
In turn, publishers can leverage Magnite’s curation capabilities and programmatic infrastructure to enable buyers to execute how they’re comfortable doing so. This could include private marketplace deals (PMPs), programmatic guaranteed (PG) deals, direct deals; curated auction packages; or open auction. PMPs, for instance, give buyers access to varying levels of direct and advantageous access to high quality, brand safe inventory in a more controlled environment.
Simplified media buying delivered
Simplified and consolidated media buying helps buyers improve the effectiveness of their spend in a fragmented digital media landscape. SPO can help provide media buyers with bid efficiency and cost transparency through streamlined access to inventory across geographies and channels – reducing waste and promoting a healthier return on investment. Working with an omnichannel SSP like Magnite gives buyers access to premium inventory at scale combined with the powerful data and efficient workflows that allows them to make well-informed decisions about planning, bidding, and buying.
As our industry continues to prepare for the deprecation of the third-party cookie, further signal loss, and the ever-evolving privacy and regulatory landscape, it’s important for all parties in the programmatic ecosystem to understand and evaluate forward-looking options for targeting and addressability.
This checklist of questions aims to guide buyers and sellers in their exploration of privacy-safe identity solutions, specifically evaluating the three major pillars of Universal IDs, Clean Rooms and associated technologies, and Seller-Defined Audiences. Identity in the future will almost certainly require a portfolio approach, where the efficacy or importance of each of these categories of services will likely vary based on your role.
Download the checklist below to get started.
The challenge to capture consumer attention in an ever-expanding media and content landscape means marketers need to reassess strategies to meet the dynamic needs of today’s multi-channel, multi-screen audience.
88% of Indonesia’s internet population, an estimated 197 million, are now on the open internet, engaging in activities across OTT streaming, gaming, music streaming and digital news at least twice a week, Magnite’s “Decoding The Connected Consumer” survey revealed.
At Magnite Connect Indonesia, hundreds of industry professionals gathered to hear experts on topics from reaching the omnichannel consumer, unlocking the value of data and leveraging OTT’s rising popularity in the post-analogue switch-off world.
A Consumer-First Approach
The rise of new channels presents advertisers with more opportunities but also greater complexity in execution. Guy Kellaway, communications director at Nestlé Indonesia, emphasized that media strategies remain consumer-first and understanding brand objectives is key.
“It is important to understand the role of each platform at each touchpoint throughout the campaign,” said Kellaway. “Creative is imperative across everything, and messaging has to align with why the consumer is on the platform at that point in time and relating it back to your objectives.”
“The consumer purchase funnel has evolved into a web, and you never really know where the purchase will come from,” added Faheem Merchant, integrated planning lead, Dentsu Indonesia, emphasizing the need to be prepared for consumer action across multiple channels.
Similarly, from the publisher front, the priority remains consumer-first to drive better engagement, especially with a growing pool of younger audiences.
“Two-way communication is the key to cater to the younger audience,” said Sylvia Alexandra, head of business development, IDN Media. “40% of IDN Times readers are Gen Zs, and they are highly interested in video content and get engaged as viewers. This is where IDN Live comes in. That’s the future of media platforms.”
Farina Fairuza, Indonesia client partner at Spotify, also noted a growth in active Gen Z users logging in across multiple platforms. “It’s important to be where the consumer goes in their screenless moments.”
OTT players are also catering the ad experience to different audiences across CTV and mobile. “On mobile, we need to build features that keep the audience on the platform, such as gamification, and prevent distractions from pop-ups on their phones,” said Lesley Simpson, country head, WeTV & iflix Indonesia.
Building Better Performance with Audience Data and Relevance
Ad relevance is now table stakes for advertisers looking to capture audience attention at the right moment and place.
“We need to know where the consumer is, be prepared for the action and deliver the right communication to the right context,” emphasized Dentsu Indonesia’s Merchant.
Anurag Sure, associate partner at GroupM, pointed out the need to create a consumer-centric marketing without disrupting privacy, an area the industry is moving towards with the deprecation of third-party cookies.
“With the loss of identifiers, some brands are more well-prepared than others, but what’s common is that everyone is aware of the repercussions, and we’re responding differently to cater to these needs,” said Sure.
Publisher first-party data will take greater importance in addressing relevance with less dependency on third-party cookies.
“OTT players own a lot of first-party data, and Vidio is committed to delivering the best platform experience in exchange for their data,” said Yogi Triharso, head of Emtek Digital. “We are building relevance in multiple ways against time, place, and context, combined with top-to-low funnel marketing integration to ensure that our clients’ marketing goals are achieved,” he added.
Eka Sugiarto, head of media SEAA, Unilever, highlighted that data now enables brands to receive more feedback to operate most efficiently in the market, with more first-party-based solutions available. “However, marketing objectives need to go hand in hand with data to prioritize the type of data and partners we work with,” added Sugiarto.
“If you get the data right with the insights and the supply you have, you’ll make better choices and deliver greater ROI,” said Nestlé’s Kellaway.
Streaming TV Takes Off
Indonesians have embraced OTT, with streamers spending on average 20 hours per week, Magnite’s research revealed.
“Brands previously focused on TV and traditional channels are pushing more into digital, and a lot of content they want is on OTT,” said Rohan Mahajan, managing partner, OMG. “Brands want to tap into those consumers.”
While the majority are streaming on smartphones (88%), CTV is on the rise (26%), overtaking traditional TV ( 20%).
“The momentum for CTV is already here, and the pandemic has changed how people watch TV,” said Able Loertcher, engagement director and associate partner at Finecast GroupM Indonesia. “We have started collecting available data sources allowing us to target the TV audiences at the household level and collaborating with OTT and STB publishers.”
The analogue switch-off has also seen growth in new channels, now exceeding 40 in Jakarta. “This offers new opportunities for us as well as advertisers,” said Dedi Suherman, head of TV video division at Telkom Indonesia. “With STB and broadband, Telkom now covers more than 80% of analogue TV. Our strategy is to keep growing CTV through set up boxes or smart TVs.”
He highlighted that Telkom has pushed for a more connected strategy since the pandemic, including content delivery and programmatic ad delivery.
WeTV’s Simpson added that programmatic has also simplified the advertising ecosystem, making it easier for publishers to target the right audiences delivering better performance for brands.
Moving Forward with Collaboration
Closer collaboration across industry players is key to innovation and progress in the ad tech space.
“It takes time when you try a new platform,” said Dentsu Indonesia’s Merchant. “You don’t see efficiency unless you invest in it. This requires a three-way discussion with vendor, agency and client to set realistic objective benchmarks.”
Emtek Digital’s Triharso emphasized that it takes two to tango, and they need transparency and openness to deliver relevance.
“The intensity that you have to build your collaboration on will be deeper,” said Unilever’s Sugiarto. “Things will get faster and more fragmented, and it’s important to have trusted partners to build that vision together.”
Study explores the consumer attitudes and viewing habits that are reshaping the streaming landscape
Stockholm, Sweden – April 25, 2023 – Magnite (NASDAQ: MGNI), the world’s largest independent omnichannel sell-side advertising company, today unveiled its latest research study, “The Rise of Streaming TV: An In-Depth Look at How Streaming TV is Evolving in the Nordics.” The research finds that 78% of TV viewers in the Nordics are watching streaming TV, which comprises television content streamed via the internet on any device, and that it is now the most-watched form of TV in Denmark, Finland, Norway, and Sweden.
Commissioned specifically for the Nordic market, the research builds upon Magnite’s recent EU5 study and finds that the majority (77%) of TV viewers in the Nordics demonstrate a proclivity toward ad-supported content, while 64% of streamers who pay for an ad-free experience said they would use a new free or reduced-cost ad-based streaming service in the future.
“The way consumers watch television is changing and we completed this study to better understand viewing habits and consumption patterns across the growing streaming audience in the Nordics,” said Natasha Westlund, Head of Nordics at Magnite. “The study findings suggest that ad-supported options will likely be a growth driver of streaming TV in the region as consumers display an acceptance of the value exchange of ads and a preference for ad-supported content. As streaming continues to build momentum, the findings from our in-depth market analyses of each individual country will equip advertisers with the insights they need to actively explore this channel to reach their desired audiences.”
Additional key findings from Magnite’s study include:
- Ads don’t negatively impact the viewing experience on streaming TV and instead provide a more relevant and personalised environment. 67% of those who only watch ad-supported streaming and no other form of TV said they are satisfied with the amount of ads they see.
- Streaming TV is watched for longer periods each day than social video and garners greater trust than social media, making it a more impactful environment for advertisers. 77% of ad-supported streamers trust ads on TV while only 39% of social media users trust ads on social media.
- Exposure to brands across multiple devices strengthens purchasing intent. 72% of ad-supported streamers are more likely to make a purchase from a brand that they engaged with across multiple devices.
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Methodology
Magnite engaged Harris Interactive to execute an online survey of 4,135 respondents across the Nordics: Denmark, Finland, Norway, and Sweden. The respondents are people ages 16-74 who watch 7+ hours of TV a week. Fieldwork was carried out between December 2022 – January 2023.
About Magnite
We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.