Jakarta, 5 March 2020 – Digitalisation in every aspect of life is an inevitable change, including in the media and advertising industry which every day experiences demands to create new breakthroughs that are in line with the present world. For this reason, in addition to creativity, how to measure the effectiveness and efficiency of marketing strategies and media placements requires new methods and methods of calculation that are more sophisticated to the most detailed level. This was conveyed by the Minister of Tourism and Creative Economy Wishnutama Kusubandio, in his speech at a discussion forum event organized by the Indonesian Advertising Companies Association (P3I) and Nielsen Media, named Measurement Matters: Counting What Counts.
Furthermore, Wishnutama stated that hefully supports P3I and Nielsen’s initiative to discuss and agree on cross-media measurement that can be relied upon by the media and advertising industry, to support more effective and efficient marketing and communication campaigns in this digital era.
Selain Wishnutama, acara ini juga dihadiri oleh Sekretaris Direktorat Jenderal Informasi dan Komunikasi Publik Sumiati yang mewakili Kementerian Komunikasi dan Informatika. Dalam sambutannya, Sumiati menjelaskan upaya-upaya yang telah dan sedang dilakukan pemerintah terkait digitalisasi, antara lain rencana peluncuran tiga satelit High Throughput Satellite (HTS) tambahan untuk memberikan layanan konektivitas yang lebih baik, percepatan implementasi 5G serta mendorong percepatan beberapa regulasi prioritas seperti UU Perlindungan Data Pribadi, regulasi terkait aliran data lintas batas, dan UU Penyiaran.
Forum Measurement Matters Forum: Counting What Counts yang diselenggarakan minggu lalu oleh P3I dan Nielsen membahas pengukuran lintas media dalam lima sesi diskusi panel terpisah, yang menghadirkan perspektif dari berbagai pihak, yaitu media dan agensi televisi, pengiklan, Nielsen sebagai media pengukuran, media digital dan asosiasi industri.
Sesi pertama menghadirkan CEO Emtek Group Sutanto Hartono, CEO MNC Group David Audy, CEO Dentsu Aegis Network Indonesia Maya Watono, dan Managing Director Nielsen Media South East Asia (SEA) Annette Kunst. Dari diskusi tersebut terungkap bahwa pengukuran lintas media menjadi penting karena perilaku konsumen dalam mengkonsumsi media kini telah menjadi multi-screen, dimana konsumen dapat menonton televisi, melihat konten di handphone dan membuka laptop dalam waktu yang bersamaan, sehingga pengukuran yang obyektif dan independen menjadi hal yang penting untuk dilakukan oleh para pelaku industri media.
Second session followed with Head of Media & SEA Unilever Indonesia Eka Sugiarto, Global Marketing Director Mayora Group Ricky Afrianto, and Brand Management & Strategy Senior Vice President Indosat Ooredoo Fahroni Arifin as panelist, moderated by Rajat Basra, CEO of Omnicom Media Group. In this session the panelists discussed the need for a truly detailed and comprehensive measurement for the effectiveness of marketing campaigns.
In the third session hosted by Arindam Bhattacharya, Chief Strategy & Media Officer of Dentsu Aegis Network Indonesia, Nielsen presented a number of experts to share experiences regarding the application of cross-media measurement. Maxim Ryabinko, Nielsen’s Global Media Audience Measurement Product Leader explained about cross-media measurement in America and Europe, followed by Steven Lindsay, Nielsen’s SEA Digital Media Leader who presented experiences in the Philippines and Thailand, and Kartikeya Varma, Executive Director of Nielsen Media Asia Pacific Asia (APAC) which describes digital measurement in India.
The fourth panel discussion presented digital media industry players, i.e. Brand Measurement Leader of Google Indonesia Abishek Mrinmai, Marketing Science Lead of Facebook Indonesia Adisti Latief, Detikcom Network’s Digital Business Division Head, Tengku Rizaldi, and Twitter Indonesia & Malaysia Country Head Dwi Ardiansyah. As the moderator was Mindshare Head of Digital Partner Crisela Cervantes. Panelists agreed that each platform had a different purpose, and verification of data from third parties was needed, while maintaining data confidentiality.
Forum ini diakhiri dengan diskusi panel yang menghadirkan asosiasi industri yang diwakili oleh Ketua Indonesian Digital Measurement Consortium (IDMC) Jerry Kustianto, Ketua P3I Janoe Arijanto, Sekretaris Jenderal Dewan Periklanan Indonesia (DPI) Neil Tobing, perwakilan ATVSI David Audy, dan perwakilan dari Asosiasi Pengusaha Periklanan Indonesia (APPINA) Eka Sugiarto. Ketua Asia Pacific Media Forum (APMF) Andi Sadha memimpin diskusi
“Now is the moment, when cross media measurement is inevitable and cannot be delayed anymore. P3I fully supports all initiatives to conduct and accelerate the realization of a measurement tool that can be utilized by the Advertising Industry ecosystem” concludesJanoe Arijanto, Chairman of P3I.
Read in Bahasa Indonesia
About P3I
Persatuan Perusahaan Periklanan Indonesia (P3I) adalah perusahaan periklanan yang didirikan pada tahun 1972. Beranggotakan kurang lebih 450 perusahaan periklanan di seluruh Indonesia. P3I merupakan lembaga yang bertujuan untuk memajukan iklim usaha periklanan Indonesia, termasuk usaha periklanan, peningkatan sumber daya manusia, peningkatan kreatifitas dan inovasi hingga penegakan etika periklanan Indonesia. Untuk mengetahui lebih lanjut mengenai P3I, silakan kunjungi www.p3i-pusat.com
Tentang Nielsen
Nielsen 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. Nielsen is divided into two business units. Nielsen Global Media, the arbiter of truth for media markets, provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
Contact
Nielsen Company Indonesia
Mila Lubis
miladinne.lubis@nielsen.com
