Mma Report All Pages 29.01.21

The Modern Marketing Reckoner 2020 - Indonesia CONTENTS MMER 2020 MMA SMARTIES Shortlist MMA SMARTIES Participants MMA IndoMedia Partners MMA IndoMembers MMA IndoBOD MMA Reports Acknowledgments List ofSources Brand Safety&AdFraud Growth ofEcommerce Cookieless World Programmatic AdvertisingTrendVinIndonesia Content CreationForNewMedia OTT &Streaming The RiseofAudioListening The GrowthOfEsports&Gaming Sizing theSmartphonePower Digital Landscape Sizing theIndonesianConsumer The FutureofModernMarketing Introduction ofthereport Foreword Mobile marketing has emerged as a driving force in today’s digital society. The pandemic has triggered an accelerated shift towards this rapid transformation, as consumers in Indonesia increase their reliance on mobile devices. Marketers - ranging from brands to agencies to media - are now leveraging mobile more than ever to reach and target their consumers, as well as HIIHFWLYHO\JDWKHUSUR²OHVDQGGDWDSRLQWV

This has cast a spotlight on modern marketing, which has become a critical piece of the entire ecosystem. The marketing and advertising landscape is now increasingly driven by digital technologies, while consumers are becoming more tech-savvy and socially conscious. According to McKinsey, socially conscious values have become a focus in recent years, and the pandemic might further hasten this trend. The use of e-services FOREWORD has also increased, particularly in areas such as banking, education, media and entertainment. The proliferation of new technologies and ever-changing consumer sentiments - particularly with regard to the impact of COVID-19 - can pose challenges for marketers.

This is why we’ve developed The Modern Marketing Reckoner 2020, a comprehensive report that provides valuable insights on how marketers can tap into modern marketing strategies effectively, target the right audience, and drive revenue for businesses. The report also focuses on topics such as the impact of Big Data, the growth of eCommerce and MarTech development in Indonesia, and the future of mobile payments, OTT and Gaming.

Launched two years ago, our Marketing Organization Structure Think Tank (MOSTT) was created to rethink the marketing industry, and identify best practices and trends that will help marketers accelerate business growth. The Modern Marketing Reckoner is in line with MMA’s mission to continuously enlighten, empower and enable marketers to shape the future of modern marketing. This is just one step towards our goal of enhancing and building the modern marketing capabilities of marketers.

As the marketing landscape continues to evolve, it is critical for marketers to adapt to changing consumer expectations and overcome upcoming challenges. I hope this report will spur conversations in the industry, and empower marketers to Shanti Tolani leverage mobile marketing strategies to create impact. After Country Manager all, ‘Marketing’ will always reside at the core of everything we Indonesia, MMA are experiencing today. INTRODUCTION This report covers all relevant aspects of a huge arc. It discusses the huge changes in the industry, the new ways to embed data into every part of the business and decode them to get powerful insights, besides the thrust on As in many countries around the world, media consumption in direct- to-consumer and e-commerce. It taps into the changing face of content ,QGRQHVLDKDVFKDQJHGUDGLFDOO\DQGWKHLQ³XHQFHRIGLJLWDO DQGLQ³XHQFHUVQHZFRPPXQLFDWLRQIRUPDWVDQGFKDQQHOVDQGWKHZD\VWR consumers cannot be denied. The consumers are forcing build powerful brands. digital transformation with the use of mobile devices and with the demand for personal mobile experiences. Consequently, 7KHSDQGHPLFKDVWULJJHUHGDGH²QLWHVKLIWLQWKHFRQVXPHUDQGWKHEXVLQHVV brands need to reinvent mobile marketing that will help serve landscape but if we display foresight and use effective advertising and modern WKHH[SHFWDWLRQVRIDQLQFUHDVLQJO\PRELOH²UVWSRSXODWLRQYLD marketing models, we can help businesses stay on top. this transformation. Modern marketing is going to be driven by digital and the singular device, Specially given the Covid-19 developments, marketers can which helps consumers access the internet; this will drive ad spend growth in clearly see the upside and the need for digital to be both the sectors like FMCG, e-commerce, auto and mobile wallets to tap the new biggest opportunity and a must have as part of all their consumers coming on board. The growth of data-led smartphones is also likely strategies . This also presents itself as an opportunity of our to lead to an inclusive economy wherein digital devices will act like a bank, a time to give consumers the exceptional discovery, school, a shop and much more for people. engagement and purchasing experiences they demand – all while gaining a competitive edge. For publishers and With this unprecedented mobile/digital growth, we also see dramatic lifestyle technology providers, mobile is the great enabler, allowing changes. It’s hard to imagine a day without uploading/sharing a photo with brands and agencies to reach and target their consumers friends/family, navigating the streets without a mobile map, watching your EHVLGHV EXLOGLQJ SUR²OHV DQG GDWD SRLQWV WR HQVXUH WKHLU favorite shows at the time and place that you want. And this change in lifestyle mobile marketing works effectively. is making brands and advertisers create immersive experiences for their consumers on mobile using several technologies (Programmatic, location When we talk about modern marketing in 2020, it's about the data, audio beacon technology, video, re-targeting, analytics and much more.) uncertainty that has seeped into every aspect of the consumer's life– be it health, income, buying behavior, work With so much action, it’s sometimes hard for marketers to keep pace and stress, family or routines because of the pandemic. As that comprehend the possibilities of mobile as a marketing medium. Through this churn is not yet over and the new normal has not settled UHSRUWRXUDWWHPSWLVWRFUHDWHWKH²UVWVLQJOHVRXUFHRIWKHPRGHUQPDUNHWLQJ FRPSOHWHO\ WKHUH LV ³X[ LQ OLIH ,Q WU\LQJ WR XQGHUVWDQG WKDW ecosystem in Indonesia that can help marketers, students, tech enthusiasts uncertainty, we can take an empathetic stance and establish a and journalists to gain meaningful insights on the entire ecosystem that drives connection that we can work with. the businesses.

%HFDXVH XQFHUWDLQW\ LV QRW ZKHUH WKLQJV HQG WKH ³X[ DOVR VLJQL²HV RSSRUWXQLWLHV ,I PRGHUQ PDUNHWHUV FDQ DSSO\ GHHS insights to understand the changing landscape that will emerge, they will have an advantage. Those businesses that are outcome-driven and mobile-aligned will be ready with their renewed business models, brand offerings and media strategies to usher hope and dynamism into the life of the consumer again. This report covers all relevant aspects of a huge arc. It discusses the huge changes in the industry, the new ways to embed data into every part of the business and decode them to get powerful insights, besides the thrust on As in many countries around the world, media consumption in direct- to-consumer and e-commerce. It taps into the changing face of content ,QGRQHVLDKDVFKDQJHGUDGLFDOO\DQGWKHLQ³XHQFHRIGLJLWDO DQGLQ³XHQFHUVQHZFRPPXQLFDWLRQIRUPDWVDQGFKDQQHOVDQGWKHZD\VWR consumers cannot be denied. The consumers are forcing build powerful brands. digital transformation with the use of mobile devices and with the demand for personal mobile experiences. Consequently, 7KHSDQGHPLFKDVWULJJHUHGDGH²QLWHVKLIWLQWKHFRQVXPHUDQGWKHEXVLQHVV brands need to reinvent mobile marketing that will help serve landscape but if we display foresight and use effective advertising and modern WKHH[SHFWDWLRQVRIDQLQFUHDVLQJO\PRELOH²UVWSRSXODWLRQYLD marketing models, we can help businesses stay on top. this transformation. Modern marketing is going to be driven by digital and the singular device, Specially given the Covid-19 developments, marketers can which helps consumers access the internet; this will drive ad spend growth in clearly see the upside and the need for digital to be both the sectors like FMCG, e-commerce, auto and mobile wallets to tap the new biggest opportunity and a must have as part of all their consumers coming on board. The growth of data-led smartphones is also likely strategies . This also presents itself as an opportunity of our to lead to an inclusive economy wherein digital devices will act like a bank, a time to give consumers the exceptional discovery, school, a shop and much more for people. engagement and purchasing experiences they demand – all while gaining a competitive edge. For publishers and With this unprecedented mobile/digital growth, we also see dramatic lifestyle technology providers, mobile is the great enabler, allowing changes. It’s hard to imagine a day without uploading/sharing a photo with brands and agencies to reach and target their consumers friends/family, navigating the streets without a mobile map, watching your EHVLGHV EXLOGLQJ SUR²OHV DQG GDWD SRLQWV WR HQVXUH WKHLU favorite shows at the time and place that you want. And this change in lifestyle mobile marketing works effectively. is making brands and advertisers create immersive experiences for their consumers on mobile using several technologies (Programmatic, location When we talk about modern marketing in 2020, it's about the data, audio beacon technology, video, re-targeting, analytics and much more.) uncertainty that has seeped into every aspect of the consumer's life– be it health, income, buying behavior, work With so much action, it’s sometimes hard for marketers to keep pace and stress, family or routines because of the pandemic. As that comprehend the possibilities of mobile as a marketing medium. Through this churn is not yet over and the new normal has not settled UHSRUWRXUDWWHPSWLVWRFUHDWHWKH²UVWVLQJOHVRXUFHRIWKHPRGHUQPDUNHWLQJ FRPSOHWHO\ WKHUH LV ³X[ LQ OLIH ,Q WU\LQJ WR XQGHUVWDQG WKDW ecosystem in Indonesia that can help marketers, students, tech enthusiasts uncertainty, we can take an empathetic stance and establish a and journalists to gain meaningful insights on the entire ecosystem that drives connection that we can work with. the businesses.

MMA Indonesia’s Modern Marketing ecosystem report revolves around the changes we are witnessing, that makes digital a much bigger platform than any other media in days to come. The report delves deep into various trends impacting consumers and marketers and highlights reasons why it's necessary to go beyond the traditional.

It analyses where marketing and advertising stands today, what has led us here and what the future holds. Marketing to a generation of mobile users in the most effective way is only possible with a true understanding of these users and the platforms they so ubiquitously utilise.

The report is in line with MMA's mission to consistently strive to create a pool of resources that marketers can consult while building futuristic strategies, to stay abreast and adopt mobile advertising at scale. It also continues to build on its vision, 'Shape The Future', through breakthrough studies, thought leadership, setting standards and constantly monitoring modern marketing & advertising trends. seeking to identify best practices and trends that will help marketers MMA accelerate performance and business growth through organizational design. The report being another step in the direction of empowering and enabling the marketer with the required understanding, insights PERSPECTIVE and knowledge.

In response to new technologies, new competitors and new customer expectations in today’s environment, marketers have initiated structure changes, added new activities and increased resource levels to create Here comes tomorrow, and its epicenter is modern marketing value and drive growth. Hence the report enables insights/POV and – closer, personalized, powerful. The marketing revolution we perspective on tackling the same. have all witnessed is about to further explode with the spread of 5G, AI, and martech and other emerging technologies. Add The reckoner will focus on the successful practices of the modern a growing generation of screenagers on the cusp of entering marketing organization (MMO), including stacks, links and loops; the the workforce and mobile obsessed consumers to the mix, changing role of the marketer; how to measure performance, tools and and you have a once- in-an-era transformation in the way technologies that support customer-driven brands and their customers interact. organizations and more. As marketing has become a sophisticated balance of art and science, the question of how to optimize the internal %\ UHGH²QLQJ ZKDW LW PHDQV WR EH D FXVWRPHU FHQWULF marketing organization to deliver increased performance and business marketer through personalized, predictive, powerful growth is more important than ever before.The report highlights consumer engagement,at the MMA, we believe is the best way approach to enable the same . to thrive – and the only way to survive . The MMA helps marketers lead this imperative for marketing change – in ways By enlightening, empowering and enabling marketers, the MMA shapes that enable future breakthroughs while optimizing current the future of modern marketing, while propelling business growth activities. In all that we do, we are committed to science and today with the Modern marketing ,being yet another initiative . questioning. We believe that creating marketing impact is steeped in constructively challenging the status quo. We invest millions of dollars in rigorous research to enable marketers with unassailable truth and actionable tools. Marketers are expected to be leaders responsible for managing the different departments involved in driving customer engagement, brand experiences and revenue. Hence the need to be agile and responsive has never been higher.

The proliferation of new channels and technologies has dramatically changed the environment in which marketers function. Over the past two years, MMA’s Marketing Organization Structure Think Tank (MOSTT) has set out to rethink the world of the modern marketing organization; seekingseeking to to identify identify best best practices practices and and trends trends that that will will help help marketers marketers accelerateaccelerate performance performance and and business business growth growth through through organizational organizational design.design. The The report report being being another another step step in in the the direction direction of of emp empoweringowering andand enabling enabling the the marketer marketer with with the the required required understanding, understanding, insights insights andand knowledge. knowledge.

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TheThe reckoner reckoner will will focus focus on on the the su succccessfulessful practices practices of of the the modern modern marketingmarketing organization organization (MMO), (MMO), including including stacks, stacks, links links and and loops; loops; the the changingchanging role role of of the the marketer; marketer; how how to to measure measure performance, performance, tools tools and and technologiestechnologies th thatat support support customer-driven customer-driven organizationsorganizations and and more. more. As As marketing marketing has has become become a a sophisticated sophisticated balancebalance of of art art and and science, science, the the question question of of how how to to optimize optimize the the internal internal marketingmarketing organization organization to to deliver deliver increased increased performance performance and and business business growthgrowth is is more more important important than than ever ever before.The before.The report report highlights highlights approachapproach to to enable enable the the same same . .

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ROHIT DADWAL Managing Director, Asia Pacific Mobile Marketing Association Lean into the Data There are three primary sources of data; The Future of a. Your own data b. Search trends, Social Listening, eCommerce, ambient data Modern Marketing c. Third party data management platform like XACT As our consumers undergo a ‘new normal’, now is the time for the marketers to look deep into these data sets and check where their consumers are, what are their feelings, how their needs or behaviour are evolving or what new opportunities or threats are creeping up. Data Driven Marketing Strategies Data can help in building a vivid portrait of our audience and help us in Never in the history of mankind had the entire population of the world, 7.8 billion understanding these nuances better. people, had simultaneously undergone the same social reality and experience all at the same time. With Covid-19, people today are caught between the tension SRLQWVRIGHVSDLUDQGDZHYXOQHUDELOLW\DQGUHVLOLHQFHLVRODWLRQDQGDI²QLW\YDOXH Get a New Customer Lens No two customers think or behave alike and facing this new reality has highlight- and extravagance; novelty and familiarity. ed the varied responses and the emerging personality types. Our internal data points have revealed 9 distinct personas, coming out of the Pandemic. And the These are not simple times and as the cliche goes, there are no playbooks to guide pressure is on the marketers to talk to each of these unique groups, addressing marketers on how to address and talk to their consumers, who are caught in this their own emotional state. vortex.

Situations and circumstances, which were erstwhile considered simple, with spontaneous responses, are now undergoing a complete rehaul. Will we ever shake hands or hug again? Will we go to airports 2 hours early to hang out and browse the duty-free stores? Will we attend large events? Will we avoid crowded malls and stores on weekends? Will our holiday planning change? Will health and well-being become top of mind? And so many more…

Nothing can be taken for granted. The world is changing or has changed already. And to be of relevance and address our evolved audiences, it is now time to completely reboot our marketing strategies. The need is to enhance our customer experience and make it seamless. To rethink how we structure our supply chain, retail, and organization to cater to the reshaped world.

To prevent being irrelevant in the Post-Covid world, there are three important steps that can be undertaken - The same message can be tweaked and addressed separately to each individual 1. Lean into the Data personality set. 2. Get a new Consumer Lens 3. Don’t go Dark

Let’s deep dive... Lean into the Data There are three primary sources of data; a. Your own data b. Search trends, Social Listening, eCommerce, ambient data c. Third party data management platform like XACT

As our consumers undergo a ‘new normal’, now is the time for the marketers to look deep into these data sets and check where their consumers are, what are their feelings, how their needs or behaviour are evolving or what new opportunities or threats are creeping up.

Data can help in building a vivid portrait of our audience and help us in Never in the history of mankind had the entire population of the world, 7.8 billion understanding these nuances better. people, had simultaneously undergone the same social reality and experience all at the same time. With Covid-19, people today are caught between the tension SRLQWVRIGHVSDLUDQGDZHYXOQHUDELOLW\DQGUHVLOLHQFHLVRODWLRQDQGDI²QLW\YDOXH Get a New Customer Lens No two customers think or behave alike and facing this new reality has highlight- and extravagance; novelty and familiarity. ed the varied responses and the emerging personality types. Our internal data points have revealed 9 distinct personas, coming out of the Pandemic. And the These are not simple times and as the cliche goes, there are no playbooks to guide pressure is on the marketers to talk to each of these unique groups, addressing marketers on how to address and talk to their consumers, who are caught in this their own emotional state. vortex.

Let’s deep dive... For instance, to market a hair care product…

$QGLIFUHDWLQJQHZFRQWHQWLVEHFRPLQJDGLI²FXOWSURSRVLWLRQWHFKQRORJ\FDQEH used to repurpose old content.

And technology can be leveraged to create these customized messages -

By rebooting the ways and means of understanding and reaching out to our consumers, our brands have the opportunity to build relevance not only for today but also for the future. And the dividends can be seen in both revenue metrics and brand love.

Don’tDon’t gogo DarkDark ItIt’s’s important important f foror bbrandsrands ttoo bebe ppresentresent inin thesethese difficultdifficult andand tryingtrying timestimes ofof ourour cconsumers.onsumers. B Brandrand affinityaffinity willwill alalwaysways hhaveave aa positipositiveve ppayback.ayback. Peer to peer marketplace Carousell’s #ChooseToGivecampaign aimed to curb panic-buying by encouraging over 900 people in Singapore to give away surplus protective face masks.

Home Improvement retailer MR.DIY gave out over 3.5 million free protective face masks in Malaysia and saw a spike in social media mentions and positive sentiments.

Ride hailing platform Gojek’s GoHeroes campaign gave $10 ride vouchers to frontline healthcare professionals so that they could travel safely. The campaign resulted in the Indonesian-based brand gaining over 14% in positive sentiments on social media.

And if creating new content is becoming a difﬁcult proposition, technology can be used to repurpose old content.

FARADI BACHRI Marketing Services, Country Director ADA in Indonesia From Ornamentals to Fundamentals: the paradigm shift to address the new reality

THE PLOT

COVID-19, is by far the major disruptor of Status Quo in recent time, creating confusion, uncertainty acceleration and adaptation at every level of society.

And going beyond the obvious, COVID-19 has had an almost cathartic effect on people.

It has served as a revelation engine, a catalyst of introspection that acted Financial Uncertainty VRPHZKDWOLNHD²OWHUWRGLVWLOOZKDWUHDOO\PDWWHUV Our COVID Barometer show us that 78% of Indonesians think the current situation GHPDQGVXVWREHHYHQPRUHSURDFWLYHLQRXU²QDQFLDOSODQQLQJ Three forces have been the main drivers of this catharsis: ©OHVV HVVHQWLDOª FDWHJRULHV KDYH EHHQ VDFUL²FHG LQ IDYRXU RI VSHFL²F FDWHJRULHV when it comes to total HH expenditure.

Health Concerns With an overall decline of 4% on HH spending in Q3 2020 vs Q32019, categories &OHDUO\UH³HFWHGQRWRQO\LQWKHLQFUHDVHLQ++FRQVXPSWLRQRI+HDOWKFDWHJRULHV as Fresh Food (+5%), FMCG (+8%), Healthcare (+4%) have shown increase in (+13% YTD Sep vs LY) and Hygiene products (+16% YTD Sep vs LY), but also in the analysed period. way people are focusing on building a more active and healthier lifestyle; as seen in the variation of the Search Trend Index of related themes. $OWKRXJKWKH²UVWPD\KDYHEHHQEHQH²WHGGXHWRUHDOORFDWLRQDIWHUDOORXU mobility has not come back to pre-pandemic levels, the declining of categories like Eating Out (-22%), Clothing (-12%), Entertainment (-20%), Durable Goods (-8%) and others, show us that Households are tuning down the “indulgence volume” to focus on core needs.

And this pattern can be seen across different socioeconomics: Also, in our COVID Barometer, we can see this trend emerging. 19% of Indonesians indicate that they are working-out more now than before the pandemic, 22% are making THE PLOT healthier food decision and 53% said that if there were no government COVID-19, is by far the major disruptor of Status Quo in recent time, creating restrictions, they will go to gyms confusion, uncertainty acceleration and adaptation at every level of society. ZLWKLQ WKH ²UVW PRQWKV RI WKHVH rules being lifted. And going beyond the obvious, COVID-19 has had an almost cathartic effect on people.

And this pattern can be seen across different socioeconomics: Mental Exhaustion Although the previous drivers-outputs may have been more rationally motivated, the mental pressure of the situation in tandem with more time with less distractions, may have push less-rational but more transformational changes on how people view things.

It triggered a perhaps unconscious re-appreciations on both the internal and external world, an introspection to get rid of some behaviours and attitudes to focus on the bigger picture.

Perhaps the realization that life is fragile, and things can change so fast, may have move people to re-evaluate how they use their time.

From an more personal or internal perspective, we see it from the increasing interest regarding nesting (Improving the home environment), being better prepared by improving their skills and abilities, interest in spirituality, family & relationships etc.

But we see this from an existential or external perspective with the increasing will to help others and especially increase in interest of being more environment conscious.

On top of seeing increasing in helping others UH³HFWHG LQ VHDUFK WUHQG RI &KDULW\ DQG related topics, we are looking at an interesting pattern in mindset regarding the HQYLURQPHQW,Q²JXUH ZHFDQVHHDFOHDU shift with Ecotourism overtaking the interest of people searching for travel. In fact, Ecotourism interest has achieve the highest peak in 5 years.

,Q ²JXUH ZH VHH DOWKRXJK ZLWK VPDOOHU 1. Google Search Trend Nov 2019 – Nov 2020 base, people are becoming more conscious and more active when it comes to the environment. And although most are confused and unclear on how they could act, the mindset shifting already started.

And the increasing interest of “Nesting” or improving the nest, driven by the inward looking due to lockdown. 2. Who Cares Who Does Indonesia 2019-2020 Overall, we are seeing that due to different drivers, consumers are consciously or However, we have found that, more often than not, performance marketing So why would we worry if this is the way the industry has been operating for unconsciously changing the focus of their behaviours and mindset to add stronger metrics do not correlate to brand impact years? layers of meaningfulness, they have dial back on the Ornamentals surrounding their life, and embraced the fundamentals. Well according to our latest Survey on Media Reactions 2020 done among professionals in the industry in Indonesia, both Advertisers and Agencies, COVID may have triggered the same introspection in advertisers when it comes to communications, especially triggered by the economic uncertainty. THE PARALLEL 7KH LQGXVWU\ ²UVW ORRNHG DW LPPHGLDWH UHGLVWULEXWLRQ RI EXGJHWV ULJKWIXOO\ VR $W²UVWJODQFHLWPD\VHHPKDUGWRGUDZDSDUDOOHORIWKLVNLQGDIWHUDOOWKHHQWLUH following the patterns of media consumption, favouring basically all digital digital industry quickly mobilized and adapted to the changes COVID accelerated, channels. and to a great degree of success I may add; so let’s unpack the thought.

Here is what has happened:

In general, the internet and technology development provide us with the canvas and tools where the limit on innovation, at large, is in our minds. It kind of became And looking at 2021, besides intention to increase budget allocation in some an experimentation playground. RI³LQHFKDQQHOVRQOLQHFKDQQHOVZLOOEHFRPHHYHQPRUHUHOHYDQW But as a new game, it needed a sets of “rules” to see who is winning, so we However there seems to be a difference of opinion between advertisers and developed our own benchmarks, our own KPI’s, our own ways to determine agencies, across all metrics, especially in the planning approach. 9 out of 10 success and we had the liberty to do it, because there is nothing comparable to advertisers will be placing more focus on effectiveness of their campaigns and this new and exciting playground. there are not really looking to allocate budgets based on what has worked in the past. Here is what we know: Here is what we need to think about: 2QO\RXWRIVDLGWKDWZKDWZRUNHGLQWKHSDVWZLOOLQ³XHQFHWKHLUUHVRXUFHV 7KHHFRV\VWHPLWVHOIKDVEHHQLQLWVPDMRULW\K\SHUIRFXVHGRQHI²FLHQFLHVEDVHG distribution, totally opposite view from agencies as 6 out of 10 said will do so. on data signals. CVR, CTR, CMP, Engagement Rates, etc. Overall, we are seeing that due to different drivers, consumers are consciously or However, we have found that, more often than not, performance marketing So why would we worry if this is the way the industry has been operating for unconsciously changing the focus of their behaviours and mindset to add stronger metrics do not correlate to brand impact years? layers of meaningfulness, they have dial back on the Ornamentals surrounding their life, and embraced the fundamentals. Well according to our latest Survey on Media Reactions 2020 done among professionals in the industry in Indonesia, both Advertisers and Agencies, COVID may have triggered the same introspection in advertisers when it comes to communications, especially triggered by the economic uncertainty. THE PARALLEL 7KH LQGXVWU\ ²UVW ORRNHG DW LPPHGLDWH UHGLVWULEXWLRQ RI EXGJHWV ULJKWIXOO\ VR $W²UVWJODQFHLWPD\VHHPKDUGWRGUDZDSDUDOOHORIWKLVNLQGDIWHUDOOWKHHQWLUH following the patterns of media consumption, favouring basically all digital digital industry quickly mobilized and adapted to the changes COVID accelerated, channels. and to a great degree of success I may add; so let’s unpack the thought.

Here is what has happened:

Ever since the Internet arrived the main concern was monetization and hence DGYHUWLVLQJ RSSRUWXQLWLHV UDLVHG ULJKW IURP WKH ²UVW EDQQHU WR WKH QRZ K\SHU advance technology developments and integrations such as AR, AI, VR, shoppable ads, and so on. And also, that any innovation in the digital industry, has long periods of validation, During this development, the industry has created a very extensive and complex and most of the adoption happens in the period where we expect more than what ecosystem that keeps getting bigger. On one hand we have the intrinsic aspect of the solution can actually do. The Gartner Hype Cycle show us how any new way of WKLV HFRV\VWHP ZLWK '63V '03V 663V '&2 HQJLQHV DG YHUL²HUV EUDQG VDIHW\ 'LJLWDO DGYHUWLVLQJ RU 7HFKXVHG IRU DGYHUWLVLQJ ³RZV IURP YHU\ ²UVW GLVFRYHU\ providers, ad management, publishers, tag management, and the list goes on. SRWHQWLDOWR²QDOO\PDWXUH And this side of the ecosystem has been very good especially for optimization, I ZRXOGVD\LVH[WUHPHO\JRRGPDNLQJKXJHVWULGHVRQHI²FLHQF\SUDFWLFHDQGKHQFH the growth. On the other hand, there is the extrinsic aspect of this ecosystem, the more client Innovation Trigger: Potential tech facing side if you will, where innovation also has been the driving force that made break-through, ignite interest us explore new ways of “connecting” with audiences like AR, VR, Shoppable ads, 3HDNRI,Q³DWHG([SHFWDWLRQV Chatbots, just to mention a few Word gets out, interest adoption and expectations grow In general, the internet and technology development provide us with the canvas 7URXJKRI'LVLOOXVLRQPHQW and tools where the limit on innovation, at large, is in our minds. It kind of became Experiments fail, expectations are And looking at 2021, besides intention to increase budget allocation in some an experimentation playground. not meet few remain to keep experimenting RI³LQHFKDQQHOVRQOLQHFKDQQHOVZLOOEHFRPHHYHQPRUHUHOHYDQW But as a new game, it needed a sets of “rules” to see who is winning, so we 6ORSHRI(QOLJKWHQPHQWBetter However there seems to be a difference of opinion between advertisers and developed our own benchmarks, our own KPI’s, our own ways to determine understanding of outputs and agencies, across all metrics, especially in the planning approach. 9 out of 10 success and we had the liberty to do it, because there is nothing comparable to realistic expectations built. advertisers will be placing more focus on effectiveness of their campaigns and this new and exciting playground. 3ODWHDXRISURGXFWLYLW\ Stabilization and wider adoption there are not really looking to allocate budgets based on what has worked in the past. Here is what we know: Here is what we need to think about: 2QO\RXWRIVDLGWKDWZKDWZRUNHGLQWKHSDVWZLOOLQ³XHQFHWKHLUUHVRXUFHV 7KHHFRV\VWHPLWVHOIKDVEHHQLQLWVPDMRULW\K\SHUIRFXVHGRQHI²FLHQFLHVEDVHG distribution, totally opposite view from agencies as 6 out of 10 said will do so. on data signals. CVR, CTR, CMP, Engagement Rates, etc. Overall, we are seeing that due to different drivers, consumers are consciously or However, we have found that, more often than not, performance marketing So why would we worry if this is the way the industry has been operating for unconsciously changing the focus of their behaviours and mindset to add stronger metrics do not correlate to brand impact years? layers of meaningfulness, they have dial back on the Ornamentals surrounding their life, and embraced the fundamentals. Well according to our latest Survey on Media Reactions 2020 done among professionals in the industry in Indonesia, both Advertisers and Agencies, COVID may have triggered the same introspection in advertisers when it comes to communications, especially triggered by the economic uncertainty. THE PARALLEL 7KH LQGXVWU\ ²UVW ORRNHG DW LPPHGLDWH UHGLVWULEXWLRQ RI EXGJHWV ULJKWIXOO\ VR $W²UVWJODQFHLWPD\VHHPKDUGWRGUDZDSDUDOOHORIWKLVNLQGDIWHUDOOWKHHQWLUH following the patterns of media consumption, favouring basically all digital digital industry quickly mobilized and adapted to the changes COVID accelerated, channels. and to a great degree of success I may add; so let’s unpack the thought.

Here is what has happened:

During this development, the industry has created a very extensive and complex And also, that any innovation in the digital industry, has long periods of validation, ecosystem that keeps getting bigger. On one hand we have the intrinsic aspect of and most of the adoption happens in the period where we expect more than what WKLV HFRV\VWHP ZLWK '63V '03V 663V '&2 HQJLQHV DG YHUL²HUV EUDQG VDIHW\ the solution can actually do. The Gartner Hype Cycle show us how any new way of providers, ad management, publishers, tag management, and the list goes on. 'LJLWDO DGYHUWLVLQJ RU 7HFKXVHG IRU DGYHUWLVLQJ ³RZV IURP YHU\ ²UVW GLVFRYHU\ And this side of the ecosystem has been very good especially for optimization, I SRWHQWLDOWR²QDOO\PDWXUH ZRXOGVD\LVH[WUHPHO\JRRGPDNLQJKXJHVWULGHVRQHI²FLHQF\SUDFWLFHDQGKHQFH the growth. On the other hand, there is the extrinsic aspect of this ecosystem, the more client facing side if you will, where innovation also has been the driving force that made us explore new ways of “connecting” with audiences like AR, VR, Shoppable ads, Chatbots, just to mention a few

In general, the internet and technology development provide us with the canvas and tools where the limit on innovation, at large, is in our minds. It kind of became And looking at 2021, besides intention to increase budget allocation in some an experimentation playground. RI³LQHFKDQQHOVRQOLQHFKDQQHOVZLOOEHFRPHHYHQPRUHUHOHYDQW But as a new game, it needed a sets of “rules” to see who is winning, so we However there seems to be a difference of opinion between advertisers and developed our own benchmarks, our own KPI’s, our own ways to determine agencies, across all metrics, especially in the planning approach. 9 out of 10 success and we had the liberty to do it, because there is nothing comparable to advertisers will be placing more focus on effectiveness of their campaigns and this new and exciting playground. there are not really looking to allocate budgets based on what has worked in the past. Here is what we know: 2QO\RXWRIVDLGWKDWZKDWZRUNHGLQWKHSDVWZLOOLQ³XHQFHWKHLUUHVRXUFHV 7KHHFRV\VWHPLWVHOIKDVEHHQLQLWVPDMRULW\K\SHUIRFXVHGRQHI²FLHQFLHVEDVHG Here is what we need to think about: distribution, totally opposite view from agencies as 6 out of 10 said will do so. on data signals. CVR, CTR, CMP, Engagement Rates, etc. This introspection has made advertisers double-guess the communications process as we see in this chart. We asked both advertisers DQGDJHQFLHVKRZFRQ²GHQWWKH\DUH in their communications efforts. One of the things that stands out the PRVW LV WKH ODFN RI FRQ²GHQFH WKDW they are balancing correctly brand building and performance marketing, further enhancing the question of what is actually the brand impact of my campaigns? (77% of advertisers mentioned is tough to assess brand performance in digital channels).

$QGLWPD\VHHPWKDWWKLVODFNRIFRQ²GHQFHLVWUDQVODWHGDQGKHDYLO\LPSDFWLQJ they way advertisers look at some online channels. Only 4 out of 10 trust ads in social media feeds and social media stories, and only 2 out of then trust ,Q³XHQFHU¬VEUDQGHGFRQWHQW

6RWKLVK\SHUIRFXVRQHI²FLHQFLHVSHUKDSVPDGHXVORVHVLJKWRIZKDWPDWWHUVWR advertisers, and it may seem that is starting to affect the way consumers see to digital advertising.

All this information clearly shows us that COVID also has had this cathartic impact especially on advertisers, making them place more focus on what matters, on the ultimate goal of their advertising efforts, on the fundamentals of communications, brand impact. THE FUTURE

It may seem that the entire ecosystem needs to have an introspection, a focused examination to add layers of accountability and adapt to address the doubts raised from advertisers. Doubts that may have been there before, but now have reached centre stage.

And moving to a cookie-less world, may present the perfect opportunity to revamp, adopt, adapt or create different ways do it.

Obviously dismissing what has been done and created is crazy, so we may need to work around and ad context to it. Start with the fundamentals (Brand Impact) in mind and build from it.

Maybe we need to take a step back, and ask ourselves some questions; work backwards, reverse-engineer starting with what we have.

Do we know the lifetime value of a fan? Do we know what are the levels of “engagement” to maintain a healthy conside ration set? Do we know the worth of a like, a comment or a share? Do we know how many impressions are needed to increase 1% of awareness? Do we know the thresholds of impressions or clicks to maintain a certain level of TOM? Do we know the correlation between time spend with our VR or ChatBot experience and “Brand Love”? Are we able to optimize based on brand impact?

The end-zone is not more clicks, or more time spent, or more likes or more fans; the end-zone is brand impact.

I believe these are some of the questions that we need to start asking ourselves in order to move forward. And then start thinking what are the systems and/or practices that need to be developed or embedded within the process to answer those questions

All in all, how we switch the focus from ornamentals, to fundamentals.

NELSON LOAIZA Head of Media, Analytics & Digital Kantar Sizing the Indonesian Consumer

With the Pandemic, 2020 has seen a boom in digital growth and expansion. One RIWKHKLJKHVWJURZWKVHHQLVWKHVKLIWLQEX\LQJIURP2I³LQHWR2QOLQHSODWIRUPV as customers remain indoors. The growth in Digital grocery buyers is a whopping 3X.

While Trust and Value remains the key satisfaction drivers for the Digital FXVWRPHUVWKHVHFXVWRPHUVDUHOHVVOR\DOWKDQWKHLURI³LQHFRXQWHUSDUWRI online Digital customers have shifted across different online stores in the last 3 months.

There has been an accelerated growth in e-wallet, contactless payment adoption surpassing even Bank Transfers as the most preferred payment mode. The top XVDJHV IRU HZDOOHWV DUH SD\LQJ IRU RQOLQH DQG RI³LQH SXUFKDVHV DORQJ ZLWK transportation.

7KHUH KDV DOVR EHHQ DQ LQFUHDVH LQ XVH RI 0RELOH %DQNLQJ DSS ZLWK customers having used their apps. Another phenomenon is the rise of the Gaming apps, with games played on PC/ Mac being the most popular.

1. 2020 has accelerated Digital adoption 2. Preference to buy from Online channels has exploded

3. Digital customers are highly experience driven and less loyal

4. Trust and Value are top satisfaction drivers for Digital Customers 5. Adoption of Contactless Lifestyle rises

6. Messaging and Social Media apps are top apps being used by digital customers

7. Mobile Wallet usage 8. Usage of Mobile Banking app

9. Game adoption is on rise as well

RAJIV LAMBA Founder & CEO Neurosensum|SurveySensum

*(Survey conducted in 5 Urban cities in Indonesia - Jakarta, Surabaya, Makassa, Palembang, Medan/ Sample size - 500, Male - 50%, Female - 50%, Age 15 yrs+, SMS/ Whatsapp survey) Online with a Purpose New Frontiers With the virus forcing people to stay indoors, technology became a helpful and HealthTech and EdTech have played a critical role during the pandemic, with Digital Landscape indispensable tool to carry on their everyday activities. Infact 8 out of 10 users impressive adoption rates to match. Even so, these sectors remain nascent and considered technology as very helpful during the pandemic. As people turned to challenges need to be addressed before they can be commercialized at a larger WKHRQOLQHZRUOG'LJLWDOEHFDPHQRWDPHDQLQJOHVV³LUWDWLRQEXWDVSDFHZLWKD scale. Nonetheless, the boost in adoption, compounded with fast growing funding, purpose. is likely to propel innovation in this space over the coming years.

Google E-conomy Sea Southeast Asians spent on average an hour more per day on the Internet during At Full Velocity - Resilient & Marching Ahead ORFNGRZQVDQGLW¬VHDV\WRVHHZK\,QGRQHVLDQVVSHFL²FDOO\ZHUHVSHQGLQJ Cautiosly Optimistic hours online (for personal use) pre-COVID-19, which spiked to 4.7 hours at the 'HDODFWLYLW\DFURVVWKHUHJLRQFRQWLQXHGWRJURZXQDEDWHGLQWKH²UVWKDOI Investors are remaining cautiously optimistic and are doing fewer deals at more TheThe GoogleGoogle E-conomyE-conomy reportreport highlightshighlights thethe keykey trendstrends inin thethe DigitalDigital EconomyEconomy inin height of lockdowns, and now rests at 4.3 hours per day. attractive valuations, in hope for higher returns in the long run. Where the goal of SouthEastSouthEast AsiaAsia today.today. TheThe reportreport recoversrecovers keykey trendstrends fromfrom marketsmarkets likelike Malaysia,Malaysia, years prior has been “blitzscaling”, investors are now looking for sustainable, Indonesia,Indonesia, Singapore,Singapore, Philippines,Philippines, VietnamVietnam andand Thailand,Thailand, alongalong withwith insightsinsights fromfrom Resilience in Times of Crisis SUR²WDEOHJURZWK BainBain andand Temasek.Temasek. SoutheastSoutheast AsiaAsia remainsremains aa powerhouse,powerhouse, asas internetinternet usageusage Although there has been decline seen in categories like Transport, Travel and Food, continuescontinues toto growgrow withwith 40M40M newnew usersusers thisthis yearyear alonealone (400M(400M YTDYTD vsvs 360M360M inin there has been a steep ascendance in the area of Ecommerce and Online Media. 2019).2019). Resilience seen in such categories has managed to offset the steep decline in On the Path to Profitability RWKHUV(FRPPHUFHKDVGULYHQVLJQL²FDQWJURZWKLQ,QGRQHVLDDWZKLOH2QOLQH Since peaking in 2018, funding for unicorns in mature sectors (e-Commerce, Transport & Food, Travel, and Media) has slowed. Platforms are now refocusing on FlightFlight toto DigitalDigital Media also grew at 24%. Overall, 2020 GMV is expected to reach a total value of US WKHLU FRUH EXVLQHVV WR SULRULWL]H D SDWK WR SUR²WDELOLW\ DQG DUH DGGUHVVLQJ 7KH,QGRQHVLDUHSRUWUHYHDOVNH\²QGLQJVIURPWKHPDUNHWDV'LJLWDOFRQWLQXHVWRThe Indonesia report reveals key ﬁndings from the market, as Digital continues to %KDYLQJJURZQDW

SoutheastSoutheas tAsians Asians spent spent on on average average an an hour hour more more per per day day on on the the Internet Internet during during ORFNGRZQVDQGLW¬VHDV\WRVHHZK\,QGRQHVLDQVVSHFL²FDOO\ZHUHVSHQGLQJlockdowns, and it’s easy to see why. Indonesians, speciﬁcally, were spending 3.6 Cautiosly Optimistic hourshours onlineonline (for(for personalpersonal use)use) pre-COVID-19,pre-COVID-19 , whichwhich spikedspiked toto 4.74.7 hourshours ata t thethe 'HDODFWLYLW\DFURVVWKHUHJLRQFRQWLQXHGWRJURZXQDEDWHGLQWKH²UVWKDOI Investors are remaining cautiously optimistic and are doing fewer deals at more The Google E-conomy report highlights the key trends in the Digital Economy in heightheight of of lockdowns, lockdowns, and and now now rests rests at a t4.3 4.3 hours hours per per day. day . attractive valuations, in hope for higher returns in the long run. Where the goal of SouthEast Asia today. The report recovers key trends from markets like Malaysia, years prior has been “blitzscaling”, investors are now looking for sustainable, Indonesia, Singapore, Philippines, Vietnam and Thailand, along with insights from ResilienceResilience in in Times Times of of Crisis Crisis SUR²WDEOHJURZWK Bain and Temasek. Southeast Asia remains a powerhouse, as internet usage AlthoughAlthough there there has has been been decline decline seen seen in in categories categories like like Transport, Transport, Travel Travel and and Food, Food, continues to grow with 40M new users this year alone (400M YTD vs 360M in therethere has has been been a a steep steep ascendance ascendance in in the the area area of of Ecommerce Ecommerce and and Online Online Media. Media. 2019). ResilienceResilience seenseen inin suchsuch categoriescategories hashas managedmanaged toto offsetoffset thethe steepsteep declinedecline inin On the Path to Profitability RWKHUV(FRPPHUFHKDVGULYHQVLJQL²FDQWJURZWKLQ,QGRQHVLDDWZKLOH2QOLQHothers. Ecommerce has driven signiﬁcant growth in Indonesia, at 54%, while Online Since peaking in 2018, funding for unicorns in mature sectors (e-Commerce, Transport & Food, Travel, and Media) has slowed. Platforms are now refocusing on Flight to Digital MediaMedia also also grew grew at a t24%. 24%. Overall, Overall, 2020 2020 GMV GMV is is expected expected to to reach reach a a total total value value of of US US WKHLU FRUH EXVLQHVV WR SULRULWL]H D SDWK WR SUR²WDELOLW\ DQG DUH DGGUHVVLQJ 7KH,QGRQHVLDUHSRUWUHYHDOVNH\²QGLQJVIURPWKHPDUNHWDV'LJLWDOFRQWLQXHVWR %KDYLQJJURZQDW

Cautiosly Optimistic Deal activity across the region continued to grow unabated in the ﬁrst half 2020. Investors are remaining cautiously optimistic and are doing fewer deals at more attractive valuations, in hope for higher returns in the long run. Where the goal of years prior has been “blitzscaling”, investors are now looking for sustainable, proﬁtable growth.

On the Path to Profitability Since peaking in 2018, funding for unicorns in mature sectors (e-Commerce, Transport & Food, Travel, and Media) has slowed. Platforms are now refocusing on their core business to prioritize a path to proﬁtability, and are addressing consumers’ broad range of needs through partnerships.

This year’s seismic consumer and ecosystem shifts have advanced the Internet sector in unimaginable ways, putting it in a stronger position than ever. In the 2019 report, Google identiﬁed six key barriers to growth - Internet Access, Funding, Consumer Trust, Payments, Logistics and Talent - and this year has seen signiﬁcant progress on most (Payments and Consumer Trust, especially). Talent, however, remains a key blocker that all parties will need to keep working on to ensure the momentum gained this year is sustained. Sizing the Smartphone Power

Smartphone growth pushed forward by incident

From 2017 till 2019 , we see a growth of 10.5 % in smartphone users

Due to the pandemic 2020 seen a spurt in growth of 16%

This data is also in line with data usage within 4G networks showing a growth of 35% and 3G and 2G networks not far off with 35.2% growth

Sum of Smartphone User 2017-2020

140

120

100

80 Growth 16% 60

0 2017 2018 2019 2020 and (therefore) our ability to learn about the demographics and psychographics Gaming represents new forms of Sport of app users, wholly debunks this myth. Data from AdColony, AppAnnie, Global As gameplay evolves, to incorporate more socially-competitive aspects, a subset The Growth Of Web Index and games publishers all corroborates the fact that playing games is as of players strive to progressively hone their skills and to test their limits. Esport is universal a behaviour as using a mobile device; if you have one, chances are you’ll a natural evolutionary step for these players, providing them a path to glory. The play. This includes the spotty spotty teens which one might assume, but also their key differentiator in Esport is that this opportunity for glory is democratised - Esports & Gaming parents, including homemaker moms and working professionals. beyond those who have gifted genetics, to all those who have a smartphone and the dedication to progress. This makes for compelling entertainment which, again, For the future-forward brand marketer, who is challenged by ad blockers and the is democratised in access, and is available via YouTube, Facebook Gaming or the over-saturation of ads, Mobile games serve as an ideal medium - with consumers like. much less likely to multitask or second-screen. Moreover, rewarded video ads Levelling Up Your Marketing with Mobile deliver consumers a transparent value-exchange. Compared to enforced pre-rolls, The audience growth and consumer engagement with e-sports has led to brands for-instance, this results in higher engagement rates, leading to increased brand ranging from Unilever’s Axe and Ponds for Men, to Samsung and local banks, Gaming and Esports consideration and purchase intent. entering the space as sponsors of teams and professional Leagues. Indonesia itself has many Esport teams, namely strong on mobile games, which are globally Gaming in Indonesia Is there a Nielsen (or any third party) study to corroborate this? recognised. RRQ, Evos and Bigetron are teams which have had international Smartphones have become Indonesia’s primary internet access device, with 65% of impact and put Indonesia on the (Esports) map. consumers using the internet not only primarily, but solely, through mobile devices. Of all categories of apps, gaming leads the pack, with 80% of the top 100 apps Without a doubt, the top mobile Esport in Indonesia is Moonton’s Mobile Legends: OLVWHGDQGZLWKWKHKLJKHVWDXGLHQFHDI²QLW\DVFRPSDUHGWRRWKHUW\SHVRIPHGLD Bang Bang Professional League (MPL). The property hit record viewership levels in 2020, with Indonesia peaking at over 2.8 million concurrent viewers and with Gaming represents an evolved media model Recent events further fuelled a dramatic spike in gaming with people searching for over 67 million total hours watched. While it’s easy for brands to think of gaming as a large scale but largely unknown new sources of entertainment and methods of spending quality time with friends consumer behaviour, they mustn’t lose sight of the fact that where consumers via digital mediums. While COVID19 may have served as a catalyst in the evolution invest their time they invest their passion and attention. Games are media in consumer behaviour; colliding social networking and play, this is a trend which is channels and, in these environments, there’s the opportunity for brands to create here to stay and is still a maturing space for brands. tremendous value for individual players, at scale. By offering in-game items, or an extra life for a character, in exchange for the attention required for rewarded video formats, the value exchange is clear, and welcome. By adding realism, via virtual billboards, along the sides of a virtual racetrack, brands add to the game. By championing success and supporting a player or team’s journey to glory, a brand earns love.

Attention, consideration and even adoration. Gaming represents the new Social Beyond just being a preferred pastime for Indonesian consumers, games have Gaming represents a future of participative entertainment; the ultimate creative become a fundamental part of the social medium. Content is largely based on canvas for brands to build authentic connections and true value exchange with consumers’ overall participation in social circles: as more people play games, the consumers. importance of participating in the same activities, the “fun” of gaming, and the signaling value of being ‘good’ at gaming all increase. Game on.

The social community aspect of gaming has converged into the domain of social GamingGaming for for Marketers Marketers networking platforms, adding another dimension to the existing social space TheThe bigge biggestst mis misconceptionconception about about gaming gaming is is th thatat it itonly only appeals appeals t oto y oungeryounger where people are sharing their moments, feelings, memories and achievements audienaudiences,ces, such such as as the the Gen Gen Z Zdemog demographic,raphic, who who h ahaveve limi limitedted buying buying p owpowerer or or with their friends and families. Such experiences are similar to having a common, plplayay a alimi limitedted r olerole in in the the decision-making decision-making p rprocess.ocess. T heThe ubiquity ubiquity of of smartphones, smartphones, unifying interest where tips, tricks, or even casual conversations are available on a single platform. and (therefore) our ability to learn about the demographics and psychographics of app users, wholly debunks this myth. Data from AdColony, AppAnnie, Global Web Index and games publishers all corroborates the fact that playing games is as universal a behaviour as using a mobile device; if you have one, chances are you’ll play. This includes the spotty spotty teens which one might assume, but also their parents, including homemaker moms and working professionals.

For the future-forward brand marketer, who is challenged by ad blockers and the over-saturation of ads, Mobile games serve as an ideal medium - with consumers much less likely to multitask or second-screen. Moreover, rewarded video ads deliver consumers a transparent value-exchange. Compared to enforced pre-rolls, for-instance, this results in higher engagement rates, leading to increased brand consideration and purchase intent.

Gaming represents the new Social Beyond just being a preferred pastime for Indonesian consumers, games have become a fundamental part of the social medium. Content is largely based on consumers’ overall participation in social circles: as more people play games, the importance of participating in the same activities, the “fun” of gaming, and the signaling value of being ‘good’ at gaming all increase.

The social community aspect of gaming has converged into the domain of social networking platforms, adding another dimension to the existing social space where people are sharing their moments, feelings, memories and achievements with their friends and families. Such experiences are similar to having a common, unifying interest where tips, tricks, or even casual conversations are available on a single platform. and (therefore) our ability to learn about the demographics and psychographics GamingGaming represents represents new new forms forms of of Sport Sport of app users, wholly debunks this myth. Data from AdColony, AppAnnie, Global AsAs gameplay gamepla yevolves, evolves, to t oincorporate incorporat emore mor esocially-competitive socially-competitiv easpects, aspects, a asubset subset Web Index and games publishers all corroborates the fact that playing games is as ofof players players strive striv eto t oprogressively progressively hone hone their their skills skills and and to t otest tes theirt their limits. limits. Esport Esport is is universal a behaviour as using a mobile device; if you have one, chances are you’ll a anatural natural evolutionary evolutionary step step for for these these players, players, providing providing them them a apath path to t oglory. glor yThe. The play. This includes the spotty spotty teens which one might assume, but also their keyke ydifferentiator differentiator in in Esport Esport is isthat tha tthis this opportunity opportunity for for glory glory is isdemocratised democratised - - parents, including homemaker moms and working professionals. beyondbeyond those those who who have hav egifted gifted genetics, genetics, to t oall all those those who who have hav ea asmartphone smartphone and and thethe dedication dedication to t oprogress. progres s.This This makes makes for for compelling compelling entertainment entertainment which, which, again, again, For the future-forward brand marketer, who is challenged by ad blockers and the is isdemocratised democratised in in access, acces s,and and is isavailable available via via YouTube, YouTube Facebook, Facebook Gaming Gaming or or the the over-saturation of ads, Mobile games serve as an ideal medium - with consumers like.like . much less likely to multitask or second-screen. Moreover, rewarded video ads deliver consumers a transparent value-exchange. Compared to enforced pre-rolls, TheThe audience audienc egrowth growth and and consumer consumer engagement engagement with with e-sports e-sports has has led led to t obrands brands for-instance, this results in higher engagement rates, leading to increased brand rangingranging from from Unilever’s Unilever ’sAxe Ax eand and Ponds Ponds for for Men, Men, to t oSamsung Samsung and and local local banks, banks, consideration and purchase intent. enteringentering the the space spac eas as sponsors sponsors of of teams teams and and professional professional Leagues. Leagues. Indonesia Indonesia itselfitself has has many man yEsport Esport teams, teams, namely namely strong strong on on mobile mobile games, games, which which are ar eglobally globally Is there a Nielsen (or any third party) study to corroborate this? recognised.recognised. RRQ, RRQ, Evos Evos and and Bigetron Bigetron are ar eteams teams which which have hav ehad had international international impactimpact and and put put Indonesia Indonesia on on the the (Esports) (Esports map.) map .

WithoutWithout a adoubt, doubt, the the top top mobile mobile Esport Esport in in Indonesia Indonesia is isMoonton’s Moonton ’Mobiles Mobile Legends: Legends: BangBang Bang Bang Professional Professional League League (MPL). (MPL). The The property property hit hit record recor dviewership viewership levels levels inin 2020, 2020 with, with Indonesia Indonesia peaking peaking at a overt over 2.8 2.8 million million concurrent concurrent viewers viewers and and with with Gaming represents an evolved media model overover 67 6 7million million total total hours hours watched. watched. While it’s easy for brands to think of gaming as a large scale but largely unknown consumer behaviour, they mustn’t lose sight of the fact that where consumers invest their time they invest their passion and attention. Games are media channels and, in these environments, there’s the opportunity for brands to create tremendous value for individual players, at scale. By offering in-game items, or an extra life for a character, in exchange for the attention required for rewarded video formats, the value exchange is clear, and welcome. By adding realism, via virtual billboards, along the sides of a virtual racetrack, brands add to the game. By championing success and supporting a player or team’s journey to glory, a brand earns love.

The social community aspect of gaming has converged into the domain of social Gaming for Marketers networking platforms, adding another dimension to the existing social space The biggest misconception about gaming is that it only appeals to younger where people are sharing their moments, feelings, memories and achievements audiences, such as the Gen Z demographic, who have limited buying power or with their friends and families. Such experiences are similar to having a common, play a limited role in the decision-making process. The ubiquity of smartphones, unifying interest where tips, tricks, or even casual conversations are available on a single platform. and (therefore) our ability to learn about the demographics and psychographics Gaming represents new forms of Sport of app users, wholly debunks this myth. Data from AdColony, AppAnnie, Global As gameplay evolves, to incorporate more socially-competitive aspects, a subset Web Index and games publishers all corroborates the fact that playing games is as of players strive to progressively hone their skills and to test their limits. Esport is universal a behaviour as using a mobile device; if you have one, chances are you’ll a natural evolutionary step for these players, providing them a path to glory. The play. This includes the spotty spotty teens which one might assume, but also their key differentiator in Esport is that this opportunity for glory is democratised - parents, including homemaker moms and working professionals. beyond those who have gifted genetics, to all those who have a smartphone and the dedication to progress. This makes for compelling entertainment which, again, For the future-forward brand marketer, who is challenged by ad blockers and the is democratised in access, and is available via YouTube, Facebook Gaming or the over-saturation of ads, Mobile games serve as an ideal medium - with consumers like. much less likely to multitask or second-screen. Moreover, rewarded video ads deliver consumers a transparent value-exchange. Compared to enforced pre-rolls, The audience growth and consumer engagement with e-sports has led to brands for-instance, this results in higher engagement rates, leading to increased brand ranging from Unilever’s Axe and Ponds for Men, to Samsung and local banks, consideration and purchase intent. entering the space as sponsors of teams and professional Leagues. Indonesia itself has many Esport teams, namely strong on mobile games, which are globally Is there a Nielsen (or any third party) study to corroborate this? recognised. RRQ, Evos and Bigetron are teams which have had international impact and put Indonesia on the (Esports) map.

Without a doubt, the top mobile Esport in Indonesia is Moonton’s Mobile Legends: Bang Bang Professional League (MPL). The property hit record viewership levels Gaming represents an evolved media model in 2020, with Indonesia peaking at over 2.8 million concurrent viewers and with While it’s easy for brands to think of gaming as a large scale but largely unknown consumerGaming behaviour, represents they anmustn’t evolved lose mediasight of model the fact that where consumers over 67 million total hours watched. While it’s easy for brands to think of gaming as a large scale but largely unknown invest their time they invest their passion and attention. Games are media consumer behaviour, they mustn’t lose sight of the fact that where consumers channels and, in these environments, there’s the opportunity for brands to create invest their time they invest their passion and attention. Games are media tremendous value for individual players, at scale. channels and, in these environments, there’s the opportunity for brands to create By offering in-game items, or an extra life for a character, in exchange for the tremendous value for individual players, at scale. attention required for rewarded video formats, the value exchange is clear, and By offering in-game items, or an extra life for a character, in exchange for the welcome. By adding realism, via virtual billboards, along the sides of a virtual attention required for rewarded video formats, the value exchange is clear, and racetrack, brands add to the game. By championing success and supporting a welcome. By adding realism, via virtual billboards, along the sides of a virtual player or team’s journey to glory, a brand earns love. racetrack, brands add to the game. By championing success and supporting a player or team’s journey to glory, a brand earns love. Attention, consideration and even adoration. Attention, consideration and even adoration. Gaming represents a future of participative entertainment; the ultimate creative Gaming represents the new Social canvas for brands to build authentic connections and true value exchange with Gaming represents a future of participative entertainment; the ultimate creative Beyond just being a preferred pastime for Indonesian consumers, games have consumers. become a fundamental part of the social medium. Content is largely based on canvas for brands to build authentic connections and true value exchange with consumers. consumers’ overall participation in social circles: as more people play games, the Game on. importance of participating in the same activities, the “fun” of gaming, and the signaling value of being ‘good’ at gaming all increase. Game on.

The social community aspect of gaming has converged into the domain of social Gaming for Marketers networking platforms, adding another dimension to the existing social space The biggest misconception about gaming is that it only appeals to younger where people are sharing their moments, feelings, memories and achievements audiences, such as the Gen Z demographic, who have limited buying power or with their friends and families. Such experiences are similar to having a common, play a limited role in the decision-making process. The ubiquity of smartphones, unifying interest where tips, tricks, or even casual conversations are available on a JAYESH SHIVDASANI single platform. Country Manager- Indonesia Adcolony Introducing the Segments Games Played E-Sports & Mobile Gaming Surge Ahead The study divided the game playing universe into two main segments - the In general, people are aware of 5 mobile games and play 2 different mobile ²UVWVHJPHQWEDVHGRQWKHLULQQHUPRWLYDWLRQDOQHHGVDQGWKHVHFRQGVHJ games. Mobile Legends stands out, followed by single player games, i.e. Candy With the growth in network connectivity and smartphone penetration, there has ment, based on their behavior in playing games, i.e. duration and frequency. Crush Saga and Plants vs Zombies. EHHQ D VLJQL²FDQW JURZWK LQ *DPLQJ DQG (6SRUWV FXOWXUH LQ WKH FRXQWU\ Gaming behaviour cuts across gender and age brackets, as this report from Motivational-based Segments highlights. This report also makes an interesting segmentation based on )URPVWDWHPHQWVDWWKHHQGRIGDWDSURFHVVLQJWKHVWXG\FODVVL²HGUHVSRQ motivational and behavioural attitude of the players, which helps us in dents into two main segments: understanding the usage and adoption pattern in greater detail. 7KH$FFHSWRU§WKRVHZKRWHQGWRDFFHSWDQGDUHVDWLV²HGZLWKFXUUHQW games in the market Overall, the report is a very in-depth look at the Gaming consumer and industry 7KH([SORUHU§WKRVHZKRDUHERUHGGLVVDWLV²HGDQGVHDUFKLQJIRUQHZ in the country, helping us in understanding the a. Gaming Behaviour, b. games Consumer Segments, c. the Games being played and the d. Triggers and Barriers Enthusiasm for new game titles remains high for the younger age bracket. in playing mobile games. Behavioural-based Segments 25-29 yrs is the age when one starts their professional careers, thus there is less (The report covered both Male, 45% and Female, 55% in Greater Jakarta and Based on multiplication of duration and frequency, segments were therefore time for playing games that lead to less interest for new games. Surabaya. The respondents included Working adults, 73%, Housewives, 11% and divided in three groups: University students 4%. And the age brackets covered are 22-24 yrs, 22%; 25-29 • Occasional gamer (red zone) When it comes to sources of awareness, the ‘Working adults’ gain awareness of yrs, 40% and 30-35 yrs, 38%). • Medium gamer (white zone) the game mainly from acquaintances and ads in YouTube. Word of Mouth and • Heavy gamer (green zone) YouTube ads are the most effective sources to spread awareness. Let’s deep dive into each of the segment in-depth -

Incidence of Gaming Behaviour The penetration of Gaming behaviour is quite high with 78% of the online population playing games. Very few (4%) dislike it by nature. Also, there are multiple devices being used to play these games - PC Game, Console Game, and Portable Console being skewed to the Older Millennials, however PC Game is getting back through Gen Z. As predicted, the higher purchasing power remains in the higher SES and Age EUDFNHWVWKH\WHQGWRSOD\3DLG*DPHHYHQGRZQORDG«QHHGWRSD\¬²UVW)XOO\ free game is more preferred by Female gamers.

The segment study reveals that our market is slightly dominated by ‘The Explor- er’, with typically persistent frequency. In addition, medium and heavy gamers are leading the market respectively.

Most players, especially the Housewives and the Working adults are loyal to their games. The playing period remains 4 of 10 gamers being played between 6-12 months, for both Working adults and Housewives. Introducing the Segments Games Played E-Sports & Mobile Gaming Surge Ahead The study divided the game playing universe into two main segments - the In general, people are aware of 5 mobile games and play 2 different mobile ²UVWVHJPHQWEDVHGRQWKHLULQQHUPRWLYDWLRQDOQHHGVDQGWKHVHFRQGVHJ games. Mobile Legends stands out, followed by single player games, i.e. Candy With the growth in network connectivity and smartphone penetration, there has ment, based on their behavior in playing games, i.e. duration and frequency. Crush Saga and Plants vs Zombies. EHHQ D VLJQL²FDQW JURZWK LQ *DPLQJ DQG (6SRUWV FXOWXUH LQ WKH FRXQWU\ Gaming behaviour cuts across gender and age brackets, as this report from Motivational-based Segments highlights. This report also makes an interesting segmentation based on )URPVWDWHPHQWVDWWKHHQGRIGDWDSURFHVVLQJWKHVWXG\FODVVL²HGUHVSRQ motivational and behavioural attitude of the players, which helps us in dents into two main segments: understanding the usage and adoption pattern in greater detail. 7KH$FFHSWRU§WKRVHZKRWHQGWRDFFHSWDQGDUHVDWLV²HGZLWKFXUUHQW games in the market Overall, the report is a very in-depth look at the Gaming consumer and industry 7KH([SORUHU§WKRVHZKRDUHERUHGGLVVDWLV²HGDQGVHDUFKLQJIRUQHZ in the country, helping us in understanding the a. Gaming Behaviour, b. games Consumer Segments, c. the Games being played and the d. Triggers and Barriers Enthusiasm for new game titles remains high for the younger age bracket. in playing mobile games. Behavioural-based Segments 25-29 yrs is the age when one starts their professional careers, thus there is less (The report covered both Male, 45% and Female, 55% in Greater Jakarta and Based on multiplication of duration and frequency, segments were therefore time for playing games that lead to less interest for new games. Surabaya. The respondents included Working adults, 73%, Housewives, 11% and divided in three groups: University students 4%. And the age brackets covered are 22-24 yrs, 22%; 25-29 • Occasional gamer (red zone) When it comes to sources of awareness, the ‘Working adults’ gain awareness of yrs, 40% and 30-35 yrs, 38%). • Medium gamer (white zone) the game mainly from acquaintances and ads in YouTube. Word of Mouth and • Heavy gamer (green zone) YouTube ads are the most effective sources to spread awareness. Let’s deep dive into each of the segment in-depth -

The segment study reveals that our market is slightly dominated by ‘The Explor- er’, with typically persistent frequency. In addition, medium and heavy gamers are leading the market respectively.

Most players, especially the Housewives and the Working adults are loyal to their games. The playing period remains 4 of 10 gamers being played between 6-12 months, for both Working adults and Housewives. Introducing the Segments Games Played The most popular places of purchase remain E-commerce and Play stores to E-Sports & Mobile Gaming Surge Ahead The study divided the game playing universe into two main segments - the In general, people are aware of 5 mobile games and play 2 different mobile purchase game vouchers. PlayStore is popular among older gamers, meanwhile ²UVWVHJPHQWEDVHGRQWKHLULQQHUPRWLYDWLRQDOQHHGVDQGWKHVHFRQGVHJ games. Mobile Legends stands out, followed by single player games, i.e. Candy Exclusive platforms are popular among younger gamers. With the growth in network connectivity and smartphone penetration, there has ment, based on their behavior in playing games, i.e. duration and frequency. Crush Saga and Plants vs Zombies. EHHQ D VLJQL²FDQW JURZWK LQ *DPLQJ DQG (6SRUWV FXOWXUH LQ WKH FRXQWU\ Gaming behaviour cuts across gender and age brackets, as this report from Motivational-based Segments highlights. This report also makes an interesting segmentation based on )URPVWDWHPHQWVDWWKHHQGRIGDWDSURFHVVLQJWKHVWXG\FODVVL²HGUHVSRQ motivational and behavioural attitude of the players, which helps us in dents into two main segments: understanding the usage and adoption pattern in greater detail. 7KH$FFHSWRU§WKRVHZKRWHQGWRDFFHSWDQGDUHVDWLV²HGZLWKFXUUHQW games in the market Overall, the report is a very in-depth look at the Gaming consumer and industry 7KH([SORUHU§WKRVHZKRDUHERUHGGLVVDWLV²HGDQGVHDUFKLQJIRUQHZ in the country, helping us in understanding the a. Gaming Behaviour, b. games Consumer Segments, c. the Games being played and the d. Triggers and Barriers Enthusiasm for new game titles remains high for the younger age bracket. in playing mobile games. Behavioural-based Segments 25-29 yrs is the age when one starts their professional careers, thus there is less (The report covered both Male, 45% and Female, 55% in Greater Jakarta and Based on multiplication of duration and frequency, segments were therefore time for playing games that lead to less interest for new games. Surabaya. The respondents included Working adults, 73%, Housewives, 11% and divided in three groups: University students 4%. And the age brackets covered are 22-24 yrs, 22%; 25-29 When it comes to sources of awareness, the ‘Working adults’ gain awareness of • Occasional gamer (red zone) Triggers & Barriers in playing Mobile Games yrs, 40% and 30-35 yrs, 38%). • Medium gamer (white zone) the game mainly from acquaintances and ads in YouTube. Word of Mouth and YouTube ads are the most effective sources to spread awareness. As this report reveals, leisure time is the best time to play games. Or if someone is • Heavy gamer (green zone) getting bored at work/ ofﬁce, mobile games act as a short escape – or to Let’s deep dive into each of the segment in-depth - collaborate with friends.

The segment study reveals that our market is slightly dominated by ‘The Explor- er’, with typically persistent frequency. In addition, medium and heavy gamers are leading the market respectively.

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Another potential target is older gamers, for they play more games than the younger gamers, and theoretically they have more purchasing power than the younger ones. They are also less prone to trend, because they play solitarily, less unaffected by friends and their preferences or recommendations. The main obstacle is limited time for playing due to their jobs and families. Although they do play on more occasions than the younger gamers.

Older gamers are heavy gamers and they are ‘The Explorer’ type, willing to try newly released games in the market. The challenge is to match their needs as they are older (slower-paced game), their ability to spend money, and their curiosity and acceptance for games that are popular amongst young gamers.

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DR. TIMOTHY ASTANDU CEO & Co-Founder Populix Mobile eSports as Rising Star

Top 3 mobile games accessed are within the Mobile Esports Genre with unique active gamers close to 50 million

Mobile Legends was most accessed as a single gaming app whereby 19.4% users spent >1 GB payload /month

Based on data volume ,25.662 terrabytes per month was consumed only for Mobile eSports games

Mobile Legends was the leader with usage volume/users at 653.5 MB The Rise of Audio Listening

After a decade dominated by the evolution of visual media, we’re entering a newgolden age of audio. As Indonesians spend about 7 hours and 59 minutes online daily, the screen fatigue is real – with 56% of Gen Zs and Millennials in Indonesia telling us hat there is too much visual stimulation today, and that audio is a nice escape from it. Why is this important? Because audio content doesn’t just go everywhere that video does, it also goes everywhere else.

On device ownership, our custom research reveals that 80% of people within these two age groups own headphones in Indonesia. More interestingly, of the 33% who own a smart speaker, 83% use voice- activation on their Home Assistants to search for something online.

Furthermore, with shipments of smart personal audio devices in Asia Pacific experiencing more than 60% increase year-on-year according to Canalys estimates in Q1 2020, there is no doubt the consumption of audio will continue to grow with the rise in screenless moments, as well as a new welcoming of creativity and innovation in streaming audio. Through playlists, podcasts, connected roductive2, as they can multitask whilst cars, gaming consoles, smart speakers, listening to it. We also saw a 149% and more, it is clear that sound envelops increase from 2019 to 2020 in the number our everyday. From the distinctive bustle of users listening to study or focus playlists of a busy office to music that sets the on Spotify in Indonesia. mood in a restaurant, sound has always surrounded us, but have we thought As the gaming industry grows at a about how powerful it is in our daily lives? breakneck pace, there’s enormous In fact, on average, 51% of Indonesians potential for brands to reach this and Millennials feel that audio has shifted leaned-in, attentive audience. from something they tune into, to something that completely surrounds Looking ahead, screenless moments will their everyday life. This is largely due to become more precious — as Gen Zs and the flexibility of streaming audio, which Millennials are not just streaming music, allows people to match the vibe of, or but exploring audio formats such as even shape, key moments throughout podcasts too. 55% say new audio formats their day with a personalised soundtrack are one of the greatest ways to tell stories of their lives – whether it’s chilling, and they think it has the power to working, studying, commuting or running. enhance people’s lives. A firm believer in this is the internet’s famous 1-minute One thing that has been on every video guy, Nuseir Yassin, more commonly marketer’s mind recently is recognised as Nas Daily. understanding how social distancing has “It’s hard to deep dive into topics in less impacted Gen Z and Millennial lifestyles, than three minutes,” he says. “I want to and the different moments in which these go very deep into the topics that matter. audiences now interact with media and technology. Overall, as people around Going into podcasting makes perfect Southeast Asia and the world have sense for the Nas Daily journey.” He now increasingly moved inside over the last continues discussing topics from few months, we’ve seen music and interracial dating to mosquitos, to podcast listening change in a variety of political movements, on an even deeper ways. For starters, with fewer people level on his 45-minute podcast, Nas Talks, streaming from their cars or public on Spotify. transport during their daily commutes, and an increase in working and studying Rizky Ardi a.k.a. Mizter Popo, from home, more people are streaming Entrepreneur & Podcaster, echoes across devices like computer desktops, Nuseir’s view on how podcasts are TVs, smart speakers and gaming consols. becoming more and more relevant to As sheltering in place took hold, saw the younger generation than ever. midday consumption rise and weekday “Many of the younger generation use of home connected devices on par currently like audio content because with weekend use. they do a lot of multitasking. Listening to audio content does not require much We’ve seen an increase in Indonesians commitment from their eyes,” the streaming audio while relaxing at home, Indonesian podcaster shares. With 56% but also while they work and study. In listening to podcasts at least once a fact, 60% say audio makes them more p week in Indonesia, there is already a groundswell. Consequently, as demand for audio content grows along with an expanding creator base who understands their audiences deeply, there will be endless ways to tell stories that serve to entertain, educate, challenge, inspire, or to bring us together and break down cultural barriers here in Southeast Asia. Above all, as audio becomes even more immersive and influential, Surround Sound is about tuning in to the sound that’s all around us, and exploring how what we hear is shaping how we navigate - and reimagine - the world.

How Brands can effectively optimize this platform

Be Heard in the Moment Armed with the insight that Gen Z males want to be attractive but often show off or ‘overdo’ it, Unilever Philippines wanted to share the message that ‘staying chill’ in high-stakes moments can actually accentuate their attractiveness instead. For the launch of Axe Ice Chill body spray, they created a campaign targeting 18- to 35-year- old men from the Philippines, with ads tailored for specific playlists on Spotify48. From dating to working out and party moments, Axe highlighted situations where male listeners needed to stay chill and delivered their message in moments that mattered, in places they were already at. Needless to say, the campaign results were anything but chill. The product became the third biggest variant based on month-on- month shares according to Nielsen, with Spontaneous Ad Recall up 365%, and a 96% uplift in consideration.

Be a Helpful Companion Streaming serves a purpose beyond keeping a beat. Music and podcasts can be empowering during workouts, energize and fuel the creative spirit when cooking, or even entertain and spark conversations during social gatherings. As audio is a companion in these unique moments, a well-timed, relevant message can be a welcome distraction, pique imagination and curiosity, or better yet, be educational and helpful to the listener in real-time as they can put valuable information into practice immediately. Make Audio Your Strategy As attention spans get shorter, brands want to engage customers and adapt to new and different touchpoints – and ears are a good place to start. Just as it would be unthinkable for visual elements of a brand to consist only of a logo, it is imperative to think of branding as a holistic identity that must now consist of audio elements as well. Whether it’s the roaring sound signature of a car’s engine that gets one beaming, the iconic pop and fizz of a soda can that tantalises one’s taste buds, or the ritualized start- up sound of a computer that signals the beginning of productivity – sound has become inevitably central to the brand and product experience. In a bid to experiment during the pandemic, luxury make-up brand NARS teamed up with Spotify to reach consumers who are tuning into their smart speakers more than ever before. Today, after hearing a NARS ad on Spotify, UK-based users with a smart speaker can say ‘Send Me A Sample’, and request a blush, lipstick or mascara sample to be delivered to their home, delighting consumers with a screenless advertising solution. In a time when retail footfall has decreased, the sampling campaign aims to convert passive listeners of audio who express an interest in the product to potential longer-term customers.

MAX KU Director of Sales Spotify OTT & Streaming

Streaming &The Future of TV

Consumers are streaming more OTT video than ever – but to date, marketers face a lack of data about viewer behavior in Southeast Asia. Who is watching? How much? What are they watching, and when? And what is the impact on advertisers?

The Trade Desk conducted a survey with Kantar to answer these questions and PRUHIRUWKH²UVWWLPHVXUYH\LQJFRQVXPHUVDFURVV,'3+6*0<7+DQG VN.

Report highlights Indonesians are watching a huge amount of OTT. ,QGRQHVLDQVVWUHDPELOOLRQKRXUVRI277SHUPRQWK§WKHKLJKHVWLQ6($ PLOOLRQ,QGRQHVLDQVXVH277 RI277YLHZHUVKHUHZDWFKKRXUVSHUGD\

In Indonesia, women are especially active on OTT. $PDMRULW\RI277YLHZHUVLQ,'DUHIHPDOH :RPHQZDWFKPRUH277WKDQPHQRIKHDY\XVHUVDUHZRPHQZDWFKLQJ PRUHWKDQKRXUVSHUGD\ COVID has accelerated adoption of OTT faster in Indonesia than in other countries in SEA. RI277YLHZHUVDUHZDWFKLQJPRUHGXULQJWKHSDQGHPLF YVUHJLRQDOO\ :HH[SHFWXVDJHWRFRQWLQXHWRJURZH[SHFWWRZDWFKPRUH277DIWHU &29,' YVUHJLRQDOO\

Indonesians want to watch ads in exchange for free content. RI277YLHZHUVZLOOYLHZDGVLQH[FKDQJHIRUIUHHSURJUDPPLQJ ZLOOZDWFKIRXURUPRUHDGVSHUKRXURIIUHHSURJUDPPLQJVHFRQGRQO\ WRWKH3KLOLSSLQHV PLOOLRQ,QGRQHVLDQFRQVXPHUVXVHDGVXSSRUWHG277VHUYLFHVVXFKDV 9LGLR9LXDQGL³L[ $GYHUWLVHUVFDQUHDFKPLOOLRQZRPHQRQDGVXSSRUWHG277 +HDOWKDQG%HDXW\DGVDUHSRSXODURI277YLHZHUVSUHIHUDGVIURPWKDW category

Indonesians love Korean and local programming RI277YLHZHUVZDWFKORFDOVKRZVRQ277 ZDWFK.RUHDQFRQWHQW .RUHDQSURJUDPVDUHHVSHFLDOO\SRSXODUDPRQJ\RXQJSHRSOHRI \HDUROGVZDWFK.RUHDQFRQWHQWRQ277

OTT is disrupting TV primetime RI277YLHZHUVKLSWDNHVSODFHGXULQJWUDGLWLRQDO79SULPHWLPH RI277YLHZHUVGLGQ¬WZDWFKDQ\WUDGLWLRQDO79DWDOOGXULQJWKHPRQWKV before the survey Recommendations for marketers, brands, and advertisers Follow the eyeballs and advertise on OTT. $GYHUWLVHUVFDQUHDFKPLOOLRQ ,QGRQHVLDQFRQVXPHUVRQ277 Reach women on OTT.,QGRQHVLDKDVWKHKLJKHVWSURSRUWLRQRIIHPDOH viewers in the region, representing a major opportunity for brands to reach female consumers. Use OTT advertising to reach viewers who are not on traditional TV, especially during primetime.1HDUO\LQ277YLHZHUVGLGQRWZDWFK WUDGLWLRQDO79DWDOOGXULQJWKHPRQWKVEHIRUHRXUVXUYH\ Take advantage of demand for local and Korean content. Advertising on .RUHDQFRQWHQWLVHVSHFLDOO\XVHIXOWRUHDFK\RXQJYLHZHUVDJHG Video Streaming and OTT grow further during Pandemic

There are 80 Million unique active video user YouTube maintain as top video apps, followed by TikTok with usage 36.92 PB with user and usage growth +15.8% and +14.9% respectively. Disney+ has become one of the top 10 apps with 1.4Mn users and 885.3 TB total usage. MAXstream had 7.5Mn user with usage 362.2TB

JENNIE JOHNSON Senior Director, SEAANZ Marketing The TradeDesk Content Creation for New Media

With the onset of the Pandemic, there has been a redefinition of usage and adoption of New Media in the Indonesian landscape. It is going through a period of transformation that will completely reshape the Indonesian media market.

One key topic of discussion is Content Creation, as consumers are seen consuming and embracing varied forms of online content, as the screen becomes their space of work, recreation, entertainment and information.

According to this study from GroupM, there are 4 key trends that are disrupting the ‘Content Creation’ space -

1. Explosion of “made-for-digital” content 2. Gaming increasing monetization with revenue streams 3. OTT finding ways to make money 4. Surge of online service becoming subscription revenue

Let’s look at each of these trends in further details -

Explosion of “made-for-digital” content A key trend which is pushing digital content further is the rise of the local creators. Infact, the number of local creators is growing at 30%, with YouTube being the most preferred platform to showcase their work.

YouTube is being used by 62% creators, followed by artists and music companies at 26% and enterprises at 8%. In terms of YT content, the growth of Gaming, Food and Sports genres have outpaced last year’s growth. Gaming remains the most popular live streamed content based on mentions.

But opportunities of advertisements lies mostly under the Music and Lifestyle genre. Increasing content and conversations are being generated in these brackets, with the possibility of monetization. Gaming increasing monetization with revenue streams Gaming is another form of content, which is increasing its footprint with the surge of the Pandemic. Indonesian game players with 50mn users is the biggest in SEA with E-sport now seen as an official game. During the Pandemic, a significant increase is seen in Gaming with 13mn Active Users, with 200mn USD in app revenue.

In case of content platforms, both Facebook and YouTube are used for game highlights but YouTube is also being used for reviews and ‘best of’ compilations. Most gaming influencers consistently upload game highlights or their best moment while playing the games. Also, there are rising trends where some players live stream while playing the games and interact with their audience. There were 11 major events last year, with opportunities for offline content and conversation. Gaming is now not only confined to the online space.

OTT finding ways to make money In Indonesia, there is a growing OTT universe with a 216mn USD advertiser market, with multiple players still in experiment mode. There is an exponential growth also in quality, home grown content available through such platforms. The trend seen is a massive increase in download and session length, but maintaining usage remains a challenge.

4. Surge of online service becoming subscription revenue - One of the most significant impacts of Covid19 has been the sudden surge and session length in key essential apps. And along with it, demand and supply of various content types, whether educational, financial or lifestyle. The top applications in terms of downloads in 2020 are Edutech, Fintech and Ride hailing apps.

There has also been an upsurge in e-wallet adoption, driven by utilities and e-commerce.

Thus, Covid19 has seen an upsurge in Content Creation, along with distribution proliferating in various types of platforms. Supported by home-grown content creators, growth of OTT platforms, Gaming and adoption of new, emerging categories of Apps, the future of online Content Creation looks very promising indeed. Content Creation - Case Study The success story of Emina Girl Gang Ambassador

Our segments pain point and how it was addressed. Peer recommendations, internet, word of mouth, and digital ads awareness are top 3 key purchase drivers for teens in Indonesia. Emina successfully combined those 3 elements by building a teen beauty community, Emina Girl Gang Ambassador (EGGA), to create a close yet deep connection with teens all across ,QGRQHVLD ERWK RI³LQH DQG RQOLQH 7KLV FRPPXQLW\ QDWXUDOO\ SURYLGHG DQ opportunity for these girls to enhance their personal and communication skills.

Due to the pandemic, most teens experienced a stressful time, especially keeping up with all their school tasks from home while also not socializing with their friends as much as before. Their room which used to be their private space became their daily routine with school activities invading this private space. This also resulted in most teens spending more time on social media.

(PLQD XQGHUVWRRG WKDW UHFRQQHFWLQJ ZLWK WKHLU EHVWLHV DQG ²QGLQJ QHZ \HW exciting things to do at home could provide teens with a getaway from this stress. :HVHHWKDWRXU(**$FDQ²OOWKHJDSWRKHOS(PLQDUHFRQQHFWZLWKPRUHWHHQV by creating interactive digital experience. The EGGA program was shifted to the online platform via creating interactive and engaging content to connect with the audience and also help them to engage with their peer groups.

The main objective was to create a more engaging yet organic content for Emina audiences by delivering joy and happiness to the teens daily life at home.

Emina, teens beauty bestie!

What was done differently? Emina leveraged EGGA as our local muse through teen-focused key channels and activities.

We engaged our EGGA through Instagram to be our spokesperson and creator for a series gallery of products, swatches, and product reviews. While on Tiktok, they managed to attract broader audiences to join our competition, create thousands of creative videos that leverage the current trending content which enabled Emina to become slowly start trending as well

We also successfully deployed a massive virtual school-to-school activation with our EGGA to maintain screen time among teens users. They became our crowd magnet for Emina fun virtual sessions through Emina Beauty Bestie Day and Spot Your Beauty event. By appointing them to be our event host, we even multiplied the reach to their circle of friends.

How did it impact the business? By collaborating with more than 200 EGGA nationwide, Emina successfully created around 7.500 high quality content units and managed to double the virtual school-to-school activation (350 events with almost 15,000 trackable new users database) without any paid push.

Convert it into business results:were able to launch new product Emina Glossy Stain in April with 150% sales achievement during the ﬁrst period of the pandemic while the total makeup category decreased more than 30% than the previous period (Apr-Jun).

But the most important things, Emina manage to become the ultimate teens besties and help teens to cheer up during this stressful time.

AMALIA SARAH SANTI CMO Paragon Technology & Innovation Vertical Video is the way to go for top spenders and accounts for 35% of all Programmatic video ad spends (Source, Q1 2020)

Video is the most preferred format on programmatic and accounts for 40% Advertising Trends of all programmatic ad spends in Southeast Asia. (Source, Q1 2020)

Advertisers across industries invest almost equally in vertical video – in Indonesia Shopping (50%), Finance (44%), Dating (43%), and landscape video. (Source, Q1 2020)

Consumer Trends An average mobile user spends 84 minutes in a day engaging with videos. (2020, APAC Programmatic Video Report, Q1,2020)

According to eMarketer, smartphone users will increase to 42.8 percent of the total population in 2023.

Industry Trends 87% of marketers will increase their investments on in-App advertising by up to 40% owing to the pandemic, which has made people spend more time on their phones than ever. Spends are slated to almost double on in-app advertising in the future. (Source, Aug 2020)

64% of APAC marketers are spending more than half of their budgets on outcome-based advertising

According to eMarketer, mobile ad spending is set to increase by 28.6% and reach $506.3MN in 2021 (Source: eMarketer)

In the Digital Advertising market, 67% of total ad spending will be generated through mobile in 2025. (Statista)

75% of the Digital Advertising revenue will be generated through programmatic advertising in 2025. (Statista)

Industry Trends

ProgrammaticProgrammatic videosvideos areare raisingraising ovoverallerall videovideo Click-ThroughClick-Through RateRate (CTR)(CTR) byby 3X,3X, comparedcompared toto thethe aggregateaggregate CTRCTR delivereddelivered byby otherother adad formats.formats. (Source,(Source, Q1,2020)Q1,2020) Vertical Video is the way to go for top spenders and accounts for 35% of all video ad spends (Source, Q1 2020)

Video is the most preferred format on programmatic and accounts for 40% of all programmatic ad spends in Southeast Asia. (Source, Q1 2020)

Advertisers across industries invest almost equally in vertical video – Shopping (50%), Finance (44%), Dating (43%), and landscape video. (Source, Q1 2020)

Quote: “In Indonesia, the in-app programmatic space is only set to grow further due to the mobile-ﬁrst Indonesian consumer whose smartphone usage is evolving at a rapid pace. Mobile programmatic offers capabilities that can drive personaliza- tion at scale and enhance trust, transparency, and accuracy within the supply-chain. Programmatic advancements such as Supply Path Optimization and Header Bidding are already enabling access to quality inventory and users with high transparency, thereby removing inefﬁciencies and providing equal opportunities for all players in the space. That’s not all, the growing popularity of OTT consumption on mobile and CTV will unleash new horizons for programmatic advertisers. It is indeed an incredibly exciting time for the Indonesian digital marketing ecosystem.“

Rishi Bedi VP - SEA, Japan and Korea InMobi Cookieless World

What are Third Party Cookies? Third party cookies are cookies that are set by a website other than the one you are currently on. The most common third party entities are advertisers, marketers and third party platforms. For example - You might be looking for a holiday rental in Bali, browsed through some photos or restaurants. And after some time, ads about holiday packages or promos are following you around the net. Your web browser has stored a third party cookie and is using this information to send you targeted ads.

Third party cookies are placed so that a site can remember something about you DWDODWHUGDWH,WLVXVHGWRVWRUHVXU²QJSHUVRQDOL]DWLRQSUHIHUHQFHVDQGWUDFNLQJ information.

7KHFXUUHQW³RZRI3URJUDPPDWLF$GYHUWLVLQJ Why are Third Party Cookies Disappearing? As more and more social and economic activities have taken place online, the LPSRUWDQFHRISULYDF\DQGGDWDSURWHFWLRQLVLQFUHDVLQJO\UHFRJQL]HG Of equal concern is the collection, use and sharing of personal information to third parties without notice or consent of consumers. 132 out of 194 countries had put in place legislation to secure the protection of data and privacy. *Source: https://unctad.org/page/data-protection-and-privacy-legislation-worldwide

Google announced that it would phase out third party cookies on its Chrome browser by 2022.

On its blog post announcing the change, the company wrote: Users are demanding greater privacy—including transparency, choice and control over how their data is used—and it’s clear the web ecosystem needs to evolve to meet these increasing demands

What is the Expected Impact? A study conducted by senior Google Ad & Display managers in August 2019 observed that for the top 500 global publishers, the average publisher revenue decreased by 52% for the treatment group, where they effectively dis- abled access to third-party cookies. With a median per-publisher decline of 64%. Of course, the revenue loss varied by publisher. Advertisers are more “worried” than Publishers.

KG Media Ad Revenue Loss Projection

Advertising category % contribution Loss projection Direct 63% -24% - Top Funnel 80% -10% - Low Funnel 20% -80% Programmatic 37% -42% - Google 47% -33% - Non Google 53% -50% TOTAL -31%

*Source - KG Media analysis What is to be Done About This? For AdTech company - Cookie syncing.

As the name suggests, cookie syncing matches cookies created by one AdTech platform with another one. But because the cookie IDs for each AdTech platform are different, the cookies are matched in a cookie-matching table.

AdTech vendors carry out cookie syncing via piggybacking, whereby one one AdTech platform piggybacks off another one. The other alternative to third-party cookies that Chrome is proposing is called probably won’t be an ID that replaces cookies — i.e. no browser IDs.

• Replacing cross-site tracking processes — i.e. the ones currently powered by third-party cookies

for third-party cookies

new way of how online advertising works.

Current Eco-system KG Data Flow Implementation

Details of Metrics Measured

Contextual targeting allows advertisers to display relevant ads based on the website’s content rather than using the data about the visitor. Over the years, the growing popularity of the Internet and emerging advertising technologies have enabled advertisers to segment audiences and target them

and placements • When a user visits a given page, the information about the URL is passed in the request to the ad server. The ad server can match with data

campaigns to topic categories, keywords, etc The cookie might have started to crumble, but there are still ways and means by which advertisers can reach out to their audience, in a relevant manner. The need is to discover, adapt and adopt these innovative measures to its customers and advertisers in the most effective manner possible.

ANDY BUDIMAN Chief Executive Officer KG Media Growth of Ecommerce

E-commerce this year is undergoing a mammoth transition from just a matter of simple demand and supply platform to emerging as a media/ advertising powerhub to revolutionizing the last mile integration with digitalization and analytics. Even the types of E-commerce business models have expanded, proliferating into Omnichannel retailers to Third party shoppers and even Direct to Consumer (D2C).

According to this GroupM study, there is an Enhanced Ecommerce model emerging. And the Pandemic has only accelerated its growth and development.

There are 3 key trends shaping the Ecommerce model of the future -

1. Ecommerce ads platform for shoppable connection

2. SMB driving commerce

3. E-integration of QSR, lending, Retail, supply chain

Let’s deep dive into each of the trends, to understand it better -

Ecommerce ads platform for shoppable connection ECommerce platforms are becoming an intelligent media platform to explore. In conventional online advertising platforms, consumers are actively avoiding intrusion and interruption when navigating the internet. But in ECommerce platform, consumers are already in the brand mindset making advertising more "native" and helpful. There is an upsurge in growth of ecommerce as media platforms And innovations around Shoppertainment is giving it an added boost.

And with 50+ events across the ECommerce players, this platform has become an alternative media ground.

SMB Driving Commerce With SMEs contributing more than 640million USD AdEx, it has further boosted large scale ECommerce adoption Addressable SMBs in Indonesia 8.3 M SME Digital Adex 640 Mn USD Travel 18% CPG 14% Retail 15% Finance 13% Media 7% Technology 7% Bus. & Industrial 7% Classifieds 7% Healthcare 4% Auto Service & Parts 6% Education 2%

And out of that advertising, 50% is being driven by SMEs in social media. The EHQH²WV RI VRFLDO PHGLD DUH PDQ\ 6RFLDO FRPPHUFH DOORZV IRU SHUVRQDOL]HG experience as well as reach, as there is a growing base of social media users. Also, it allows for easy e-payment facility, which has shifted the focus of the merchants from website to mobile only apps.

And in Social, ability to chat or the conversation model is also gaining traction. Conversational commerce cuts across categories, and people show a higher preference for a chat when buying clothes (67%), food delivery (36 %) and footwear (32 %).

E-integration of QSR, lending, Retail, supply chain With the proliferation of multiple Ecommerce models, it has also lead to various forms of last mile integration.

However, the economic viability is yet to be tested… However, with the emergence of enhanced models for B2B selling by players like Warung Pintar and Mitra Bukalapak, there is scope for growth and optimism in this highly unorganized sector.

Thus, the ECommerce model of the future is undergoing tremendous growth, offering brands, merchants and advertisers an advanced and consumer friendly eco-system. As connectivity improves further and the user base also expands, with new markets and consumers, there is a need for every advertiser or marketer to look at this channel and have a ready plan of action for tomorrow. Ecommerce Marketing Case Study During the Pandemic

&UHDWLYLW\DQGH[FHOOHQFHYLDRQOLQHVWUDWHJ\EHDWVWKHRI³LQHGRZQWXUQ

During the pandemic, the beauty products market decreased by more than 30% SULPDULO\GXHWRUHGXFWLRQLQH[SHQGLWXUHE\WKHWDUJHWDXGLHQFHDQGRI³LQHVWRUHV shutting down or operating during limited hours.Due to the lockdown most of customers stayed indoors and that resulted in them spending more time on their devices (computers&mobiles). Considering the proximity to these devces and time at hand,one swipe or tap, and a decision is made, a brand is chosen.

The huge opportunity to expand online was maximized by many brands from various categories and slowly but surely the e-commerce platform became the ultimate shopping destination with vast choices.Many brands invested heavily on e-commerce promotional programs, especially on the biggest online shopping moment 'double date' (ex: 11.11). When e-commerce exposure slot is limited, a fresh strategy is mandatory.

What was done differently? Creativity in content became key to win e-commerce landscape, content that ignites awareness and represents brand identity. Throughout the pandemic, Make 2YHU FUHDWHG YDULRXV WKHPDWLF FRQWHQW XQLWV WR EULQJ WKH MR\ RI RI³LQH YLVXDO merchandising closer to ones daily digital existence. In the last 3 months, Make Over fused beauty and event celebration into 3 new thematic campaigns: #MOBetterClass2020, Power Pink, and Party Slay. #MOBetterClass celebrated Make Over homecoming party for 10 years of existence in the beauty industry, moving the planned-to-be real birthday party to online while at the same time consumers could shop many birthday exclusive promotions. Party Slay also shiftied Halloween beauty party by showing creative makeup inspiration in social media that was linked to purchase in e-commerce. While both focused on a party theme, Power Pink on the other hand rode the Pink Ribbon moment showing that all women could look powerful in pink makeup.

Outstanding Result: With these exciting thematic campaigns delivered in various content types in e-commerce, Make Over reached 5x revenue growth during the pandemic months, and also successfully achieved 1x month target sales in one single peak campaign day. From non-sales perspective, engagement and viewers in brand-consumer activity grew 2-4x compare to average days. These results showed that excellence in creative content gives positive impact in winning e-commerce. Brand Safety & Ad Fraud

Focus on Indonesia Background to the Report Integral Ad Science’s Media Quality Report for H1 2020 provides insights into the quality of media in 15 countries around the world. IAS measures over 1 trillion media metrics each day, globally and observes real-time media quality developments. IAS has been leveraging this vast database spanning devices, formats, and channels worldwide to produce the Media Quality Report- an industry trusted currency- on brand risk, fraud, viewability, time-in-view against which the ad buyers and sellers may benchmark the quality of their own campaigns and inventory.

Ad Fraud Key Highlights:

Lower Ad Fraud Rates on Programmatic Buys Across All Channels Indonesia has the lowest Mobile Web Display Ad Fraud Rate Globally Global ad fraud rates remained exceptionally low when campaigns were protected against invalid traffic schemes. In H1 2020, *optimised ad fraud rates dropped between 0.1 and 0.3 percentage points across all devices and environments as compared to H1 2019 and this could be attributed to the use of pre bid filters.

Programmatic buys across all channels had lower ad fraud rates (both optimised and non-optimised) as compared to publisher direct buys - barring Japan.

Desktop display registered the highest ad fraud rate of all the channels worldwide at 0.8% and Indonesia was the only country in the region with lower fraud (0.5%) than the global average. Australia and India stood at 1.1% while Singapore registered the second-highest ad fraud globally (2.1%). Mobile web video remained the safest inventory with an optimised ad fraud rate of 0.3%. Indonesia was second lowest globally measuring a mobile web display rate of 0.2%.

Global *non-optimised ad fraud rates ranged between 6.9% and 13.2%, depending on the format and environment, making it critical for advertisers to use fraud mitigation tools to safeguard their ad campaigns. *Optmised- Campaigns that incorporate a form of ad fraud mitigation strategy. *Non-optimised- Campaigns that did not incorporate a form of ad fraud mitigation strategy.

LAURA QUIGLEY SVP APAC IAS Telkomsel – Growth of smartphones in Indonesia 2020

Paragon Technology & Innovation – Content Creation & Customer Engagement 2020

Spotify - Culture Next 2020

Google – e-Conomy Trends SEA 2020-Indonesia-At Full Velocity & Racing Ahead

MMA WARC – State of the Industry 2020- Mobile Marketing In Indonesia 2020

Kantar – From Ornamentals To Fundamentals 2020-The Paradigm Shift To Address The New Reality

IAS – Integral Ad Science Media Quality Report 2020

GroupM – New Media Trends 2020

KG Media Indonesia – Facing Third Party Cookiepocalypse 2020

ADA – Data Driven Marketing Strategies 2020

Inmobi – Programmatic Advertising Trends Indonesia 2020

Adcolony - Levelling Up Your Marketing with Mobile Gaming and Esports

The Trade Desk - 6WUHDPLQJ The Future of TV

Survey Sensum – Emerging Trends In Digital Consumer Behaviour 2020 Populix – The Growth Of Esports List of & Gaming 2020 Sources _$FNQRZOHGJPHQWV_ MMA Reports MMA & WARC Report- Mobile Marketing In Indonesia: The State Of The Industry 2020

The impact of mobile in Indonesia continues to grow at a rapid pace. Half of the respondents in this survey see mobile as a major industry disruptor, and the other half think it will have even more impact in the future as network ,technology and internet penetration grows further.

Mobile technologies have come to the forefront of strategies in 2020 due to the global COVID-19 pandemic. QR codes, mobile payments and livestreaming have all seen surges in use this year, and we expect that to continue into 2021.Interestingly more than half of the marketers in Indonesia are using QR codes in 2020 as a result of the pandemic and improvements in the mobile payment technology.

Livestreaming on mobile and mobile video have become an intrinsic part of the marketing strategy of most marketers in Indonesia and this trends only seems to be growing further.

Mobile budgets in Indonesia are heavily skewed towards social. On an average, marketers allocate 36% of their budgets to social, and most of the marketers feel that live social media content across mobile devices been a significant part of their strategy in 2021.

Leisure and entertainment came across as the most innovative sector in its use of mobile, with mobile gaming, and its associated marketing opportunities, seeing a surge in popularity.

Though COVID-19 has meant that more than 40% expect their mobile budgets to decrease next year, innovation in mobile is still a winner in a world world where m-commerce and social video are big trends. MMA Multi-Touch Attribution Journey Map Step-by-step Guide for Marketers

STAGE T

Learn more about MATT and get involved: [email protected] |mmaglobal.com/matt

2019 ©2019 Mobile Marketing Association, Inc. All Rights Reserved. HOW TO USE THIS JOURNEY MAP JOURNEY MAPSTAGES & STEPS — This is the core journey map, with five distinct stages, each — Go back to earlier stages & assess your current state. Place a with five common components. “you are here” marker at most advanced step. — Review all stages from start to finish. Before getting started, — Determine if you’ve missed any steps from earlier stages. If so, determine your desired end state. Why do you want to apply you may want to go back & complete these steps as they can MTA at your organization? What are your quantifiable goals? help improve your odds of a successful MTA launch. Make sure these are clear to ensure success can be measured.

A Journey Map for Marketers' Success with Multi-Touch Attribution (MTA)

INITIATE ESTABLISHDATA SETUP FIRST IMPLEMENTFIRST MTA PROCESS READINESS MTA PROJECT MTA PROJECT DEPLOYMENT Understanding the benefits of MTA to your Do you have the necessary data, especially conversion Your first and best chance to make a good impressionon Demonstrate hard value to your organization of MTA Maintain and expand perceived value of MTA to organization and what it will take data, to allow MTA models to be created? the value of MTA; take the time to set this up correctly and your choice of MTAprovider the organization

Form on-going task force for Add brand Assess data readiness: Create Deep review of linkable data: M anage project Deep review of linkable data: oversight: Expand data: cross-functional stakeholders to • H o w will convers ions b e plan: • Conti nue t o search f or data team: • A d serving, CRM team: Prepare data for first test: • A d serving, CRM • Rollo ut plan, meas ur ed at a user level? • sources t h at exp an d s c ope of Alig n inc ludi n g b rands, Identify project • Conf irm linkabl e c onvers i o n Run one m o n t h test t o c onf irm • Conf irm linkable c onvers i on • Anal ytics, medi a, • Choos e brand and organ i z at i on on market in g budget evalu ation leadership: • W h a t ad s ervi ng will b e data is avai la ble regions, and Data, CRM, legal, c am p ai g n test case data c apture data is avai labl e covered? c os ts /benef its c ampai g ns • Identif y m ar ket researc h • A ppr oac h f or n on linkable • • Determi n e approac h f or n on Clarify w h o exec ut i ve data or ignor e • Establis h linkabl e data or ign or e • Manag e f eedb ac k • Buil d o rgan i z at i o n integrates data sets? s pons or mus t-haves f or MT A and k n ow l e dge consens us on the provi d er ac c umul at i o n • Establis h value p ropos it i o n • Exec ut e proj ec t • C reate PoC Set test c am p ai g n and • Share information • Manag e data Deploy ment leaders hi p Finalize plan plus goals: what review results Evaluate value on value of privac y issues commitment success will success of M TA to MTA t o plan: Build initial organization: for testing: criteria look like? organi zation • Identif y STAG E bu siness case: STAG E STAG E STAG E STAG E • Budgets, • Inc rement al • Q uantif y the brands, T T • Value, ac tion responsibilities, T learning T lift in T regions that plan, costs, 2 timeline 3 f r om MT A 4 market in g 5 wou l d benefit resourc es ROI and 1 • Understand Identify On-Going • % medi a and • Prove ROI Document Create Foundational brand digital data c onvers i o n analytics improvem e nt, lessons evaluation of phas ed knowle dge of buil d i n g ecosystem: coverage neede d for eas y t o wor k learned from model rollout plan M TA analytics "must-haves": first project: f r om MT A effectiveness: • Master wi t h p rovi d er

onboar d i n g and • Create plan f or • Contras t MT A • Stay alert f or data m at c h rates provi n g results t o other em er g i n g M edia and data partners: M TA providers: Issue RFI: Assess M TA provider: Solidify and scale inc rem ent a l i ty model s m et h od s • M ap ou t data relationship with M TA • Capabil ities t o share data • Eval uate and c hoos e MT A • Is das hboard eas y and • Prelimi nary review f lows (IDs, ad • Learn M TA • D oc u m ent provider wi t h independent MT A f irms • Model i n g options , provi d er or in-hous e powerf ul (timeli ness, s ervi n g data sets provi d er situations f or e.g. digital or transparenc y, c os t) f or MT A) omnic hann el; das hb oard successful MT A i nt egr at ed or and val u e- ad d pure MTA?

RECOMMENDED DOCUMENTS

Skills & Knowledge Analytics & Data Partners

Scoring Tool

Webinar Series Data Sharing for S M o X reports MTA Glossary Attribution

Data Strategy Guide Tactical Success Guide Data Map MTA RF I Template Webinars 2 & 3 W e bina r 4 Data RF I

Marketer Surveys

DON’T GET TRAPPED IN UNSUCCESSFUL MTA JOURNEYS

“Data ditch” “Forever in pilot” “Slow evolution” “Path to success” You are stuck at trying to get your data assets put You test the MTA waters but are never completely satisfied You are slow to reach deployment because you feel there is To achieve MTA success, methodically proceed through the together. To get out of the ditch, methodically review other with the result. Assess the problem. Is it data validity? more data out there, or you’re not sure how to integrate journey map, marking each step complete as you go. partners who offer the data infrastructure you lack. Don’t Resistance to findings? Each problem has its own solution. into existing business processes. Keep in mind that things look for perfection or you will be stuck in the ditch. Don’t get trapped by looking for perfection. are never perfect, but deploying some form of MTA will be better than current state.

TIPS TO SUCCESS RECOMMENDED DOCUMENTS We’ve included some common tips of things to do, & not do, in — To supplement the journey map, we’ve linked to several order to achieve MTA success. Review these to help set expectati previously released MATT tools & documents aimed to help ons, & stay vigilant, through deployment of your journey. clarify & dive deeper into each step. — The documents & tools are color coded as Skills & Knowledge, Analytics & Data, or Partners, which are also components of each stage. STAGE 1: INITIATE MTA PROCESS Stage 1is focused on understanding the beneÀWs of MTA within your organization & what it will take to achieve successful deployment.

ORGANIZATION &PEOPLE INITIATE Identify the leadership foundation for your MTA journey, including an executive sponsor & MTA PROCESS supporting project leadership. These individuals should be on-board, & highlyinvolved, from Understanding the benefits of MTA to your day one to support success. organization and what it will take

ANALYTICS &DATA Think through & identify the appropriate conversion variable to base media decisions on, Assess data readiness: to ultimately benefit from MTA. This is a challenge for organizations within only partial conversion visibility via their owncorporate website activity. Identify additional conversion • How will conversions be data sources, including owned CRM/transactional data, website data, receipt data, location Identify project measured at a user level? data, & consumer panels with line-of-sight into walled gardens. leadership: • W hat ad serving will be • Identify covered? executive PARTNERS sponsor Identify media & data partners with the needed capabilities to share data with independent • Establish MTA firms. project leadership Build initial STAGE business case:

SKILLS &KNOWLEDGE T Skills & knowledge at this stage is focused on gaining foundational knowledge of MTA: • Value, action plan, costs, – Ensure there is an understanding that MTA modeling should utilize user-level data, ratherthan 1 resources aggregate data. Foundational knowledge of – Review the various models that can be utilized, including logistic regression, Bayesian MTA analytics approaches, or machine learning, to assign credit for a conver sion back to various media tactics. – Become conversant with each MTA approach, as well as the necessary data inputs, at this stage. Media and data partners: • Capabilities to share data with independent MTA firms MILESTONES Build an initial business case, including MTA value, action plan, costs, & resources. This should be agreed & bought-into by all members of the leadership team.

RECOMMENDED ACCELERATION TOOLS

MMA MTA DATA STRATEGY GUIDE MMA FOUR-PART MTAWEBINAR

Comprehensive planning MMA’s four-part webinar manual designed to help series designed to marketers secure, organize & demystify MTA & provide manage quality data. guidance in identifying & harnessing the best MTA methods. STAGE 2: ESTABLISH DATAREADINESS Stage 2 is set to determine whether you have the necessary data, especially conversion data, to create MTA models.

ORGANIZATION&PEOPLE ESTABLISH DATA The digital ecosystem is extremely complicated so it’s critical to have media & data experts part of the team. Once this team is identified, all members must reach consensus on the READINESS value proposition of MTA, as well as flag any identified data privacy issues that must be Do you have the necessary data, especially conversion mitigated. data, to allow MTA models to be created?

ANALYTICS &DATA Conduct a deep dive into data readiness. Determine whether you license an identity Create Deep review of linkable data: resolution platform to bring data together from different devices, enterprise data, etc. cross-functional • Ad serving, CRM Determine the source of user-level ad serving data - pixels, ad server logs, publisher logs, team: DSP logs, other. • Confirm linkable conversion • Analytics, media, data is available Data, CRM, legal, market research • Approach for non linkable data or ignore • Build organization PARTNERS consensus on the Conduct a preliminary review of all MTA providers to shortlist potential vendors that align to value proposition the goals & data needs identified in prior steps. • Manage data Finalize privacy issues commitment for testing: STAGE • Budgets, T responsibilities, SKILLS &KNOWLEDGE 2 timeline Determine what media tactics can be readily tracked at a user level & the coverage of your Understand • % media and media spend. If your footprint is not large enough (e.g. you’re mostly focused on TV) you digital data conversion may need to expand. Some sources include smart TV data that are linkable at a user level & ecosystem: coverage MTA providers with walled garden relationships. • Master onboarding and data match rates MTA providers: • Map out data • Preliminary review MILESTONES flows (IDs, ad Finalize commitment for testing, including the budget, roles & responsibilities,& timeline. serving data sets for MTA) Also determine the percent of media to be tested & conversion coverage.

RECOMMENDED ACCELERATION TOOLS

MMA MTA TACTICAL SUCCESS GUIDE MMA MTA DATA MAP Tool for marketers to determine Concise reference tool visualizing their organization’s data all data, data interactions, & data readiness for employing MTA, integration required to achieve discussing specific data linking successful MTA. strategies, the value of Unified User IDs & more. STAGE 3: SETUP FIRSTMTA PROJECT Stage 3 details how to setup your Àrst MTA project. This is your Àrst & best chance to make a good impression on the value of MTA within your organization. Make sure you take the time to set this up correctly.

ORGANIZATION &PEOPLE SETUP FIRST Add brand stakeholders to your MTA team & work with them to choose the best brand & campaign test case for your first MTA project. Identify must-haves for a MTA provider & MTA PROJECT use as criteria when issuing a RFI. Create a point of contact plan, as well as agreed success Your first and best chance to make a good impression on criteria, for this first project. the value of MTA; take the time to set this up correctly

ANALYTICS&DATA Aim for best-fit, not perfection. Due to data-sharing restrictions by publishers & retailers, Add brand you will not be able to get a full data footprint. However, if you hold out for perfection, you stakeholders to will not be able to move forward. Run a one-month test to confirm data capture, & scope, to team: Prepare data for first test: prepare for your first test. • Choose brand and Run one month test to confirm campaign test case data capture • Establish must-haves for MTA PARTNERS provider Evaluate & choose a MTA provider, or decide whether you have the appropriate resources & skillset to keep in house. Issue a RFI & keep in mind that each MTA provider has varied focus • Create PoC Set test & strengths, as well as data access. Make sure the provider you choose is aligned to your plan plus goals: what will success business needs. success criteria look like? STAGE • Incremental T learning 3 from MTA SKILLS &KNOWLEDGE Identify • Prove ROI Identify the analytics needed to achieve your “must haves.” Create a plan for proving analytics improvement, incrementality. Determine modeling options that match your goals, such asdigital-only, needed for easy to work omni-channel, integrated, or pure MTA. "must-haves": with provider • Create plan for proving Issue RFI: incrementality • Evaluate and choose MTA MILESTONES • Modeling options, provider or in-house Establish test goals & agree what success will look like in terms of contribution to e.g. digital or the business & working relationship with the MTA provider. Keep in mind that you’ll omnichannel; gain incremental learning through MTA. Create a test plan for proving the model’s integrated or recommendations. pure MTA?

RECOMMENDED ACCELERATION TOOLS

MMA MTA RFI TEMPLATE MMA MTA RFI SCORING TOOL MMA MTA WEBINAR SERIES (WEBINARS 2& 3) Easy to use template designed Pre-developed tool In-depth MTA modeling to help marketers facilitate to evaluate and score techniques & use cases, the MTA provider selection providers. To be used as well as provide a sophisticated scoring process. in conjunction with RFI methodology & tools that Template. can be used to accelerate the MTA provider selection process. STAGE 4: IMPLEMENT FIRSTMTA PROJECT In stage 4, demonstrate the hard value of MTA to your organization & make the ÀQal selection of your MTA provider.

ORGANIZATION &PEOPLE IMPLEMENT FIRST Manage the MTA project plan & align your organization to the cost & benefits of the program. MTA PROJECT Ensure there is clarity around who is responsible for integrating data sets. While executing the campaign, review results collectively with the team to ensure alignment. Demonstrate hard value to your organization of MTA and your choice of MTA provider

ANALYTICS &DATA Conduct a deep review & test of linkable data, including ad serving & CRM data. Ensure linkable Manage project Deep review of linkable data: conversion data is available & determine the best approach for non-linkable data, or possibly plan: ignore. Create clear ownership of the data integration process - usually the MTA provider will take • Ad serving, CRM • Align the lead. • Confirm linkable conversion organization on data is available costs/benefits • Determine approach for non • Clarify who PARTNERS linkable data or ignore Create a positive experience. No organization wants partners or tools that are incredibly hard integrates data sets? to work with. Work closely with the MTA provider & data partners to ensure that the set up & • Execute operation of the first study goes as smoothly & effortlessly as possible. Of course, there will be campaign and some wheel spinning on first project but anticipate & prevent. Hold MTA provider accountable for review results Evaluate value smooth on-boarding (even if there is extra cost). And LEARN! of MTA to organization: STAGE • Quantify the T lift in 4 marketing SKILLS &KNOWLEDGE Document ROI and Document lessons learned from the first project. Contrast your MTA results to other models. Learn brand the MTA provider’s dashboard. lessons learned from building first project: from MTA • Contrast MTA results to other Assess MTA provider: MILESTONES models Demonstrate incremental value. Focus on a few concrete findings that have sizable impact on • Is dashboard easy and marketing ROI. Demonstrate that these findings can only be revealed via MTA. You may wish • Learn MTA powerful (timeliness, to contrast findings with prior methods (e.g. surveys triggered by ad serving or marketing mix provider transparency, cost) modeling) to prove the increased sensitivity of MTA. Keep in mind that results from MTA differ dashboard from marketing mix modeling & surveys, so validate findings through experimental design. RECOMMENDED ACCELERATION TOOLS

MMA DATA SHARING FOR ATTRIBUTION IN THE MMA SMOX CASE STUDIES MMA MTA GLOSSARY MMA MTA MARKETER SURVEYS AGE OF MTA, GDPR, & WALLED GARDENS Series of case studies Comprehensive What marketers need to Glossary of critical MTA examining mobile’s role benchmark studies know about consumer data terms & nomenclature in a MTA world, providing tracking the latest sharing restrictions and evidence how mobile can trends in MTA effective workarounds for adoption & use. provide maximum impact. MTA analytics STAGE 5: DEPLOYMENT In this ﬁnal stage, maintain & expand the perceived value of MTA to your

org ORGANIZATION &PEOPLE Form an ongoing task force for oversight. MTA changes the way marketing works, placing D emphasis on in-campaign tactical adjustments. Develop a rollout plan and ensure it includes Maintain an the brands, regions, & campaigns to be measured through each phase. Collect & share E feedback on each MTA application. Continually work towards organizational commitment, both top-down (CMO commitment), as well as bottom-up. d ex anization. Form on-going task force for ANALYTICS &DATA oversight: PLOYMENT The broader the data footprint the more valuable the model. Find strategies for media • Rollout plan, channels & walled garden publishers that have a significant portion of media spending but including brands, pand perceived value of MTA to are not yet covered. regions, and the organization campaigns • Manage feedback and knowledge accumulation Expand data: • Share information PARTNERS on value of • Continue to search for data Solidify & scale relationship with your MTA provider to align to long-term deployment plan. MTA to sources that expand scope of o rganization marketing budget evaluation

On-Going evaluation of SKILLS &KNOWLEDGE model Deployment Conduct ongoing evaluation of your model effectiveness. Watch for new, emerging methods. effectiveness: Document successes so they can be repeated within each deployment. plan: • Stay alert for • Identify emerging STAGE brands, methods T regions that MILESTONES • Document 5 would benefit Establish a phased rollout plan, especially for the case of international brand portfolios. MTA situations for • Create requires high investment, so choose brands with larger ad budgets, perhaps skewing more successful MTA phased and value-add rollout plan towards digital marketing. Additionally, keep in mind that some countries have better data infrastructure, making better options for geographic deployment. For example, you may roll out to 25% of the brands & regions per phase that are targeted for MTA. Solidify and scale relationship with MTA RECOMMENDED ACCELERATION TOOLS provider

MMA MTA DATA ACQUISITION RFI TEMPLATE MMA MTA WEBINAR SERIES (WEBINAR 4) Easy to use template MMA MTA Webinar Ser specifically designed to assist (Webinar 4)In-depth M marketers in evaluating and modeling techniques & securing higher quality data. cases, as well as provid a sophisticated scoringies methodology & tools t TA can be used to acceler use the MTA provider selec e process. hat ate tion

AMY RODGERS Research & Rankings WARC MMA INDONESIA BOARD OF DIRECTORS

HEMANT BAKSHI CEO/President Director PT Unilever Indonesia, Tbk CHAIRMAN OF THE BOARD RICKY AFRIANTO Global Marketing Director Mayora HENRY GANESAN R. TANOTO Vice President AMPALAVANAR Toyota Astra Motor President Director Nestlé Indonesia ANTOINE DE CARBONNEL Chief Commercial Oĸcer Go-Jek KEVIN ANDY MINTARAGA Vice President BUDIMAN Tokopedia Chief Executive Oĸcer KG Media STEVE CHRISTIAN CEO & Co-Founder KLY, Emtek Company SUTANTO HARTONO PIETER LYDIAN Managing Director of EMTEK, SUTIONO and CEO of SCTV Country Director Indonesia Facebook DWI ADRIANSAH Country Head of Indonesia & Malaysia Twiter HIMANSHU SATYAJIT SEN SHEKHAR Chief Executive Oĸcer Chief Executive Oĸcer Havas Media Indonesia GroupM

ROHIT DADWAL Managing Director APAC Mobile MarkeƟng AssociaƟon SHANTI TOLANI Country Manager Indonesia Mobile MarkeƟng AssociaƟon MMA MEMBERS MMA Media Partners MMA Impact 2020 Sponsors

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Booth Partner Smarties 2020 Participants Announcing the Indonesia 2020 MMA Smarties Shortlist

Brand Awareness Lead Generation / Direct Response / Conversions Indomie and Berakar Komunikasi / i-dac Indonesia Bear Brand and Mindshare / Ogilvy, #Idontmudik AdColony / Nestle Indonesia Bear Brand Bisa Banget Milo NutriUp and Ogilvy / Wunderman Thompson, Mindshare / Nestlé Indonesia Kororo and Adplanetdaiko / Gojek Milo NutriUp Launch Raih Lebih Game Finding The Sweet Spot in The Country

Head & Shoulders and AmbilHati / P&G McDonald’s and OMD / Leo Burnett and Indonesia Arcade / The Trade Desk #MoveonBro Head & Shoulders The Trade Desk and Gojek help OMD and McDonald’s transform offline sales during DANCOW Nutritods and Wunderman the Lunar New Year Thompson / Mindshare, InMobi / Nestlé Indonesia Anlene and FCB Jakarta / Mediacom Dancow Nutritods 2020 Let's move Indonesia

P&G and Hudhud / P&G Wall’s and Mindshare Indonesia / AdColony Rejoice Teman Perjalanan Hijrahmu Wall's Pemilan Mobile Campaign redBus Indonesia and M&C Saatchi Indonesia Bang Toyib Returns Product / Services Launch Sasa Indonesia and Finch Agency Sasa #EatStayLove campaign Rexona and RED COMMUNICATION / Mindshare Indonesia Sampoerna Retail Community and PT Gerak Tak Terbatas (Unlimited Moves) Maleo Kreatif Indonesia / Flock Creative Network Dancow Nutritods and Mindshare / #KitaSalingMenolong Wunderman Thompson, InMobi / Nestlé Indonesia Cross Media Dancow Nutritods 2020 Head & Shoulders and AmbilHati / P&G Sasa Indonesia and Finch Agency Indonesia Sasa #WeAreMSG Campaign #MoveonBro Head & Shoulders

McDonald’s and OMD / Leo Burnett and Citibank and Finch Agency Arcade / The Trade Desk Citibank National Usage Promo (NUP) The Trade Desk and Gojek help OMD and End-of-Year Campaign McDonald’s transform offline sales during the Lunar New Year Bear Brand and Mindshare / Ogilvy, AdColony / Nestle Indonesia Promina and i-dac Indonesia / DAX / Bear Brand Ramadan 2020 AdColony Promina Homemade ‘Easy-to-Cook for Rexona and RED COMMUNICATION / Baby’ Mobile Campaign Mindshare Indonesia Gerak Tak Terbatas (Unlimited Moves) Promotion Sasa Indonesia and Finch Agency S-26 Procal GOLD and Ogilvy / Mindshare, Sasa #WeAreMSG Giant Pack InMobi / Nestle Indonesia Wyeth S26 AR Book Dancow and emtek digital / Mindshare Dancow Parent Fest S-26 PROCAL and Ogilvy / Mindshare / Nestle Indonesia Cross Mobile Integration Wyeth S26 #CaraPintarMam Ini Hasilnya Bear Brand and Mindshare / Ogilvy, Kororo and Adplanetdaiko / Gojek AdColony / Nestle Indonesia Finding The Sweet Spot in The Country Bear Brand Bisa Banget

Traveloka and Traveloka Sampoerna Retail Community and PT Traveloka LIVEstyle Maleo Kreatif Indonesia / Flock Creative Network Matahari Departement Store and Telkomsel #KitaSalingMenolong Rising Up During the Pandemic through the Relevant Advertisement BRI and Samara Live / emtek digital / emtek digital Social Impact / Not For Proﬁt Nusantara Fashion Festival

Hari Bersih Indonesia and M&C Saatchi Lactogrow and Mindshare / Hantam, Mynd Indonesia Studio / Nestle Indonesia The Floating Museum Lactogrow #GrowHappyDiRumahAja with Spotify Rexona and RED COMMUNICATION / Mindshare Indonesia Mobile Gaming, Gamiﬁcation & E-Sports Gerak Tak Terbatas (Unlimited Moves) Burger King and Mediacom BKPM (PKBI – Perkumpulan Keluarga Play Your Way, Win Like A King Berencana Indonesia) and M&C Saatchi Indonesia S-26 Procal and Mindshare / Ogilvy / #STOPCHILDMARRIAGE Nestle Indonesia Wyeth S26 #CaraPintarMam Ini Hasilnya XL Axiata and FOINIKS XLAX OJOL RANGER Promina and i-dac Indonesia / DAX / Pond’s and Mindshare Indonesia / AdColony AdColony Promina Homemade ‘Easy-to-Cook for Pond’s Men x Star Wars Dirt Fader Mobile Baby’ Mobile Campaign Campaign

Nivea and OMD Indonesia / VML & Prodigy Wall’s and Mindshare Indonesia / AdColony / AdColony Wall's Pemilan Mobile Campaign Nivea #SentuhanIbu World of Imagination Mobile Video Rexona and emtek digital / Mindshare Rexona Soccer Star Challenge S-26 Procal GOLD and Mindshare / Ogilvy, InMobi / Nestle Indonesia Programmatic and Machine Learning Wyeth S26 AR Book

McDonald’s and OMD / Leo Burnett and S-26 PROCAL GOLD and Ogilvy / Arcade / The Trade Desk Mindshare, InMobi / NESTLE INDONESIA The Trade Desk and Gojek help OMD and Wyeth S26 "Yuma" Dari Belajar Jadi Hebat McDonald’s transform offline sales during the Lunar New Year Milo NutriUp and Ogilvy / Wunderman Thompson, Mindshare / Nestlé Indonesia CLEAR Indonesia and Toaster Milo NutriUp Launch Raih Lebih Game Brave the Heatt Burger King and Mediacom Mobile Social Biggest Break-Fasting Ritual with The Whopper Spotify and UM Singapore / Twitter Asia Paciﬁc Promina and i-dac Indonesia / DAX / Redefining concert experiences with Spotify AdColony on Stage Promina Homemade ‘Easy-to-Cook for Baby’ Mobile Campaign Anlene and FCB Jakarta / Mediacom Let's move Indonesia Purposeful Marketing

KitKat and Wunderman Thompson / Indomie and Berakar Komunikasi / i-dac Mindshare / Nestle Indonesia Indonesia KitKat4Takjil Ramadan #Idontmudik

Innovation Citra and Mindshare Indonesia / Wunderman Thompson, U-Studio / EMTEK and Berakar Komunikasi AdColony Paradigital Satu Tujuan Citra Cool the Heart, Refresh the Skin (#SegarkanKulitSejukkanHati) Mobile S-26 Procal GOLD and Ogilvy / Mindshare, Campaign InMobi / Nestle Indonesia Wyeth S26 AR Book BRI and Samara Live / emtek digital / emtek digital FrieslandCampina - Frisian Flag and ADA Nusantara Fashion Festival Asia / AdColony Frisian Flag 123 “Catch to Grow” AR Mobile Anlene and FCB Jakarta / Mediacom Campaign Let's move Indonesia

Location Based Services or Targeting Lifebuoy Shampoo and Mindshare / Telkomsel McDonald’s and OMD / Leo Burnett and Connecting People to Spread Kindness with Arcade / The Trade Desk Lifebuoy #KuatkanKebaikan The Trade Desk and Gojek help OMD and McDonald’s transform offline sales during Seamless Consumer Experience the Lunar New Year Dancow Nutritods and Mindshare / Wunderman Thompson, InMobi / Nestlé Indonesia Dancow Nutritods 2020 Dompet Dhuafa and Telkomsel DigiAds / XL HOME and M&C Saatchi Telkomsel XL HOME : "Virtual" Eid Music Video Optimizing Digital Performance to Accelerate Digital Qurbani Nescafé and Publicis / Mindshare / Nestlé Indonesia Bank Mandiri and ADA Nescafé - A cup from home #DiRumahAja #AntiMatiGaya Best Brand Experience in Mobile Rich Dancow and emtek digital / Mindshare Media Dancow Parent Fest Head & Shoulders and AmbilHati / P&G Best Use of Mobile To Drive Sales Indonesia #MoveonBro Head & Shoulders S-26 Procal GOLD and Mindshare / Ogilvy, InMobi / Nestle Indonesia Promina and i-dac Indonesia / DAX / Wyeth S26 AR Book AdColony Promina Homemade ‘Easy-to-Cook for BRI and Samara Live / emtek digital / Baby’ Mobile Campaign emtek digital Nusantara Fashion Festival S-26 Procal GOLD and Mindshare / Ogilvy, InMobi / Nestle Indonesia Wyeth Nutrition and Mindshare / Ogilvy, Wyeth S26 AR Book InMobi / Nestle Indonesia Wyeth S26 "Yuma" Dari Belajar Jadi Hebat DANCOW Excelnutri+ and Mindshare / Nestle Indonesia Bank Mandiri and ADA Dancow POKKT Dongeng Aku dan Kau 2019 #DiRumahAja #AntiMatiGaya Wall's and Mindshare Indonesia / InMobi Eicher Motors Limited (Royal Enfield) and Wall’s Spreads Happiness and Cheer During Toolbar Digital (DM Pratama a COVID-stricken Ramadan Communication) / Royal Enfield In Association with Ae & Toolbar Digital Most Engaging Mobile Creative Made like a gun, goes like a bullet Indomie and Berakar Komunikasi / i-dac Innovation & Creativity Indonesia #Idontmudik BRI and Samara Live / emtek digital Live Stream Fest Nivea and OMD Indonesia / VML & Prodigy / AdColony XL Axiata and FOINIKS Nivea #SentuhanIbu World of Imagination XLAX OJOL RANGER Spotify and UM Singapore / Twitter Asia POND'S and Mindshare Indonesia / InMobi Pacific POND’S #CuciTanganmuCuciMukamu Redefining concert experiences with Spotify on Stage EMTEK and Berakar Komunikasi Paradigital Satu Tujuan S-26 PROCAL and Ogilvy / Mindshare / Nestle Indonesia Ion Water and Famous Allstars Wyeth S26 #CaraPintarMam Ini Hasilnya Ionation Festival: Virtual Music & Workout Festival Frisian Flag 123 456 and ADA / Gameloft for Brands Home Production Play and Learn with Teman 123

Rexona and emtek digital / Mindshare Best Data Driven Display Creative Rexona Soccer Star Challenge Wall’s and Mindshare Indonesia / AdColony Men's Biore and RED COMMUNICATION Wall's Pemilan Mobile Campaign Mawangilah Dirimu (Love Yourself) CLEAR Indonesia and Toaster IM3 Ooredoo and Mata Angin / PHD Brave the Heat The Reconnecting Track SMARTIES Indonesia 2020 Winners

Marketing Objective

Brand Awareness Product / Services Launch

Gold Gold #Moveonbro Head & Shoulders Gerak Tak Terbatas (Unlimited Moves) Head & Shoulders Rexona Ambilhati RED COMMUNICATION & Mindshare Indonesia P&G Indonesia Silver Silver Dancow Nutritods 2020 Bang Toyib Returns Dancow Nutritods redBus Indonesia Mindshare, Wunderman Thompson, InMobi M&C Saatchi Indonesia Nestlé Indonesia

Bronze Bronze Milo NutriUp Launch Promina Homemade "Easy-to-Cook for Baby" Raih Lebih Game Mobile Campaign Milo NutriUp Promina Ogilvy, Wunderman Thompson, Mindshare i-dac Indonesia & DAX Nestlé Indonesia AdColony

Bronze Promotion Rejoice Teman Perjalanan Hijrahmu Rejoice Gold Hudhud Wyeth S26 AR Book P&G S-26 Procal GOLD Lead Generation / Direct Response / Ogilvy, Mindshare, InMobi Conversions Nestlé Indonesia

Gold Silver Bear Brand Bisa Banget Finding The Sweet Spot in The Country Bear Brand Kororo Adplanetdaiko Mindshare, Oglivy, AdColony Gojek Nestlé Indonesia Bronze Silver Wyeth S26 #CaraPintarMam Ini Hasilnya Finding The Sweet Spot in The Country S-26 PROCAL Kororo Adplanetdaiko Ogilvy & Mindshare Gojek Nestlé Indonesia

The Trade Desk and Gojek help OMD and McDonald's transform offline sales during the Lunar New Year McDonald's OMD & Leo Burnett and Arcade The Trade Desk

Social Impact / Not For Proﬁt

Gold #STOPCHILDMARRIAGE BKPM (PKBI - Perkumpulan Keluarga Berencana Indonesia) M&C Saatchi Indonesia

Silver The Floating Museum Hari Bersih Indonesia M&C Saatchi Indonesia

Bronze Gerak Tak Terbatas (Unlimited Moves) Rexona RED COMMUNICATION & Mindshare Indonesia

#KitaSalingMenolong Sampoerna Retail Community PT Maleo Kreatif Indonesia & Flock Creative Network Brand Awareness Product / Services Launch

The Trade Desk and Gojek help OMD and McDonald's transform offline sales during the Lunar New Year McDonald's OMD & Leo Burnett and Arcade The Trade Desk

Social Impact / Not For Proﬁt Mobile Gaming, Gamiﬁcation & E-Sports

Gold Gold #STOPCHILDMARRIAGE Nivea #SentuhanIbu World of Imagination BKPM (PKBI - Perkumpulan Keluarga Berencana Nivea OMD Indonesia, VML, Prodigy Indonesia) AdColony M&C Saatchi Indonesia Silver Silver Rexona Soccer Star Challenge The Floating Museum Hari Bersih Indonesia Rexona M&C Saatchi Indonesia emtek digital & Mindshare

Bronze Bronze Gerak Tak Terbatas (Unlimited Moves) Wyeth S26 #CaraPintarMam Ini Hasilnya Rexona S-26 Procal RED COMMUNICATION & Mindshare Indonesia Mindshare & Ogilvy Nestlé Indonesia #KitaSalingMenolong Sampoerna Retail Community Mobile Social PT Maleo Kreatif Indonesia & Flock Creative Network Gold KitKat4Takjil Ramadan KitKat Media Wunderman Thompson & Mindshare Nestlé Indonesia Cross Media Silver Redefining concert experiences with Spotify on Gold Stage #Moveonbro Head & Shoulders Spotify Head & Shoulders UM Singapore Twitter Asia Pacific Ambilhati P&G Indonesia Bronze Let's move Indonesia Anlene FCB Jakarta & MediaCom Silver Gerak Tak Terbatas (Unlimited Moves) Rexona Programmatic and Machine Learning RED COMMUNICATION & Mindshare Indonesia Gold The Trade Desk and Gojek help OMD and Bronze McDonald's transform offline sales during the Bear Brand Ramadan 2020 Lunar New Year Bear Brand McDonald's Mindshare, Ogilvy, AdColony OMD & Leo Burnett and Arcade Nestlé Indonesia The Trade Desk Cross Mobile Integration

Silver Nusantara Fashion Festival BRI Samara Live & emtek digital

Bronze Bear Brand Bisa Banget Bear Brand Mindshare, Ogilvy, AdColony Nestlé Indonesia Brand Awareness Product / Services Launch

The Trade Desk and Gojek help OMD and McDonald's transform offline sales during the Lunar New Year McDonald's OMD & Leo Burnett and Arcade The Trade Desk

Social Impact / Not For Proﬁt Technology Winning from Home Gold #STOPCHILDMARRIAGE Innovation Best Use of Mobile to Drive Sales BKPM (PKBI - Perkumpulan Keluarga Berencana Indonesia) Gold Gold M&C Saatchi Indonesia Wyeth S26 AR Book Nusantara Fashion Festival S-26 Procal GOLD BRI Silver Ogilvy, Mindshare, InMobi Samara Live & emtek digital The Floating Museum Hari Bersih Indonesia Nestlé Indonesia M&C Saatchi Indonesia Silver Silver Made like a gun, goes like a bullet Bronze Frisian Flag 123 "Catch to Grow" AR Mobile Eicher Motors Limited (Royal En eld) Gerak Tak Terbatas (Unlimited Moves) Campaign Toolbar Digital (DM Pratama Communication) Rexona FrieslandCampina - Frisian Flag Royal En eld In Association with Ae & Toolbar Digital RED COMMUNICATION & Mindshare Indonesia ADA Asia AdColony Bronze #KitaSalingMenolong #DiRumahAja #AntiMatiGaya Sampoerna Retail Community Bronze Bank Mandiri PT Maleo Kreatif Indonesia & Flock Creative The Trade Desk and Gojek help OMD and ADA Network McDonald's transform offline sales during the Lunar New Year Home Production McDonald's OMD, Leo Burnett & Arcade Gold The Trade Desk The Reconnecting Track IM3 Ooredoo Location Based Service or Targeting Mata Angin & PHD

Silver Nescafé - A cup from home The Trade Desk and Gojek help OMD and Nescafé McDonald's transform offline sales during the Publicis & Mindshare Lunar New Year Nestlé Indonesia McDonald's OMD, Leo Burnett & Arcade Bronze The Trade Desk Rexona Soccer Star Challenge Rexona Bronze emtek digital & Mindshare Wall's Pemilan Mobile Campaign Wall's Mindshare Indonesia Purposeful Marketing AdColony Gold Mobile Video Nusantara Fashion Festival BRI Silver Samara Live & emtek digital Wyeth S26 AR Book S-26 Procal GOLD Silver Mindshare, Ogilvy & InMobi Indomie Nestlé Indonesia Berakar Komunikasi & i-dac Indonesia

Bronze Bronze Milo NutriUp Launch Raih Lebih Game Connecting People to Spread Kindness with Lifebuoy Milo NutriUp #KuatkanKebaikan Ogilvy, Wunderman Thompson, Mindshare Lifebuoy Shampoo Nestlé Indonesia Mindshare Telkomsel Seamless Consumer Experience Silver Nivea #SentuhanIbu World of Imagination Gold Nivea Dancow Nutritods 2020 OMD Indonesia & VML & Prodigy Dancow Nutritods AdColony Mindshare, Wunderman Thompson, InMobi Nestlé Indonesia Bronze Play and Learn with Teman 123 Bronze Frisian Flag 123 456 #DiRumahAja #AntiMatiGaya ADA Bank Mandiri Gameloft for Brands ADA Dancow Parent Fest Industry Awards Dancow emtek digital & Mindshare Enabling Technology Company of The Year - AdColony

Creative Awards Creative Agency of The Year - Ambilhati Best Brand Experience in Mobile Rich Media Agency of The Year Gold - Mindshare Indonesia Wyeth S26 AR Book S-26 Procal GOLD Brand of The Year Mindshare, Ogilvy, InMobi - S-26 Procal GOLD Nestlé Indonesia Marketer of The Year Silver - Nestlé Indonesia #Moveonbro Head & Shoulders Head & Shoulders Best in Show Ambilhati - #StopChildMarriage P&G Indonesia - Wyeth S26 AR Book

Bronze Promina Homemade "Easy-to-Cook for Baby" Mobile Campaign Promina i-dac Indonesia & DAX AdColony

Best Data Driven Display Creative

Silver Wall's Pemilan Mobile Campaign Wall's Mindshare Indonesia AdColony

Bronze Brave the Heat CLEAR Indonesia Toaster

Most Engaging Mobile Creative

Gold Rede ning concert experiences with Spotify on Stage Spotify UM Singapore Twitter Asia Paci c For more information about MMA please visit www.mmaglobal.com