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SMARTPHONE USERS INCREASES, ADVERTISING SPENDING OF MOBILE PRODUCTS ARE SKYROCKETING โย Smartphone is Fantabulous in Multimedia and Entertainment โย Television Becomes the Main Platform for Smartphone Brands To Advertise
Jakarta, 18 April 2018ย โ In line with the increasing smartphone users in Indonesia market, advertising expenditure for mobile products has also skyrocketed. According to Nielsen Advertising Intelligence (Ad Intel), in 2017, of the total advertising spending of IDR146 Trillion, as much as IDR 3.2 trillion comes from mobile products.
Sejak tahun 2016, kepemilikan smartphone telah meningkat secara signifikan melebihi kepemilikan feature phone. Dari total 67% pemilik perangkat mobile di 11 kota di Indonesia yang disurvei oleh Nielsen pada tahun 2017, pemilik smartphone telah mencapai 44% sementara pemilik feature phone hanya 26%. Dibandingkan dengan tahun 2015, jumlah ini meningkat secara signifikan dimana jumlah pemilik smartphone lebih sedikit (34%) dibandingkan dengan pemilik feature phone (43%). Hanya 2,5% pemilik perangkat mobile yang memiliki smartphone dan feature phone secara bersamaan, dan angka ini cenderung terus menurun dibandingkan tahun 2016 (2,8%) dan 2015 (3,9%).
Fitur Multimedia dan Hiburan Menjadi Ciri Khas Smartphone Pendorong utama konsumen dalam membeli smartphone adalah fitur hiburan dan multimedia. Hal ini ditunjukkan oleh data Nielsen mengenai faktor-faktor yang menjadi pertimbangan konsumen dalam membeli smartphone, yaitu (1) untuk berhubungan dengan orang lain, (2) dianggap penting dan mendesak, (3) untuk mendengarkan musik, (4) mengobrol, dan (5) untuk meng-update informasi.
Dalam hal penggunaan, sejalan dengan alasan utama untuk membeli smartphone yaitu fitur hiburan dan multimedia, pemilik smartphone sangat gemar mengirim pesan singkat (64%) menggunakan beberapa aplikasi pesan yang paling sering diakses seperti WhatsApp, BBM, dan Line. Sebanyak 59 persen senang berinteraksi di media sosial seperti Facebook, Instagram, Twitter, dan Path. Sementara itu, 48 persen konsumen menggunakan smartphone untuk mendengarkan musik atau menonton video melalui Youtube, Joox, dan Spotify.
“About 2 of 3 smartphone owners use their device to exchange messages through instant messaging applications and more than half of smartphone users (59%) are also connected to social media. So it is undeniable that smartphone owners are so used to have a constant connectivity with each other,” said Hellen Katherina, Executive Director of Media, Nielsen Indonesia.
Advertising War of Smartphones on TelevisionNielsen Ad Intel recorded that in 2017, mobile product advertising spend reached IDR3.2 Trillion, equals to 2% of the total advertising spend; and television is still the main option to advertise. Samsung wasย the highest spender for mobile phone category throughout 2017 with total advertising spend more than IDR1 Trillion, with a 95% advertising portion on television. Vivoย followed with total advertising spend of IDR824 Billion, with 99% ad placement on television. The third largest advertiser is Oppo with a total advertising spend of IDR461 billion with a 96 percent share on television. In fourth place is Advan that actively advertise on television (98%) with total advertising expenditure IDR202 Billion; then Lenovo with a total advertising expenditure IDR154 Billion with 80% is on television advertisement.
Tiga pengiklan merek ponsel terbesar memiliki strategi masing-masing dalam memanfaatkan televisi untuk beriklan. Iklan Samsung dominan di Commercial Break (96%), sementara Vivo dan Oppo memanfaatkan In-Program Ads, dengan porsi iklan masing-masing 66% dan 85%.
“In the midst of tight competition today, brands not only advertise on commercial breaks, but they have also utilized in-program ads to communicate their products. By doing advertising within the television program, they expect to reach more viewers, since most of TV viewers switch channels during commercial breaks. “said Hellen.
Vivo Grand Launch Excitement with Fantastic Figures of Advertising SpendingVivo poured some huge amount of spending to promote several variants of its products such as Vivo V7+ and Vivo V9, by holding Grand Launch events that were aired live on national private television. In addition to utilizing the Commercial Break slot, Vivo also maximizes the use of In-Program Ads.ย When launching Vivo V7+ in September 2017, Vivo spent IDR7.9 Billion in one day for TV Commercial Break slots, with live broadcasts on 9 television stations that successfully erached 16.7 million TV viewers. In addition to Commercial Break, Vivo also utilizes In-Program Ads in the form of On-Set Placement such as backdrop, product placement, build in and adlib by 48%; and On-Screen Placement (52%) such as squeeze frame, super impose, running text, digital embed, etc.
Enam bulan kemudian pada tanggal 29 Maret 2018, Vivo meluncurkan Vivo V9 dengan melakukan siaran langsung di 12 stasiun TV. Dengan total pengeluaran sebesar Rp8,4 Miliar dalam satu hari untuk jeda iklan TV, Vivo V9 Grand Launch mampu menjangkau 14,7 juta pemirsa. Untuk In-Program Ads, Vivo V9 Grand Launch menggunakan On-Set Placement (77%) lebih banyak dibandingkan dengan On-Screen Placement yang hanya 23 persen.
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TENTANG NIELSEN AD INTELInformasi belanja iklan diekstrak dari data Ad Intel yang memantau aktivitas periklanan di Indonesia. Pada tahun 2017, pemantauan iklan mencakup 15 stasiun TV nasional, 99 surat kabar dan 120 majalah dan tabloid. Angka belanja iklan didasarkan pada gross rate card, tanpa memperhitungkan diskon, bonus, promo, harga paket, dll.
ABOUT NIELSEN CONSUMER AND MEDIA VIEWCMV is a syndicated survey that is done to more than 17,000 respondents aged 10 years and above, in 11 main cities in Indonesia (Jakarta, Bandung, Jogjakarta, Semarang, Surakarta, Surabaya, Denpasar, Medan, Palembang, Makassar dan Banjarmasin). The information obtainedย includes data on demographic, psychographic, media usage and product use.
ABOUT NIELSENNielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand whatโs happening now, whatโs happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the worldโs population. For more information, visit www.nielsen.com.
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