数字广告支出占广告支出总额的 6

 

Jakarta, 18 September 2019 – Advertising spending on TV, Print and Radio in the past 12 months (July 2018 – June 2019) reached RP156 Trillion, equals with two percent increase. The growth is lower than that of the same period last year which was nine percent. Despite experiencing slow growth, TV still dominated with 83% share. This year, TV ad spend grew six percent while last year the growth reached 13%. Those numbers are according to Nielsen Advertising Intelligence (Ad Intel) released today by Nielsen Indonesia.

2018 年第三季度，尼尔森在广告支出测量中增加了数字广告支出，自此数字广告支出贡献了 9.3 万亿印尼盾。因此，包括数字广告在内的广告支出总额已达165万亿印尼盾，其中数字广告支出占总额的6%。这是尼尔森印尼公司今天发布的尼尔森广告情报Ad Intel）的调查结果。

尼尔森数字Ad Intel Nielsen DigitalAd Intel ）通过笔记本电脑、台式机和移动设备等各类设备，对显示和视频形式的广告进行监测。尼尔森数字Ad Intel 的研究表明，52% 的数字广告以显示屏形式投放，其余的以视频形式投放（48%）。

Online Services is the biggest category that advertised in Digital media, followed by Communication Equipment &Services. The third biggest category is Personal Vehicle. Hair Care and Liquid Milk categories followed respectively.

In terms of brands, 9 out 10 brands that advertise in Digital media came from Online Services and Communication Equipment & Services. Vivo, Samsung and Tokopedia are dominating in top three, followed by Hilo Chocolate Banana and Oppo.

在三大广告主中，三星是数字广告预算分配最多的品牌，占 42%，共有 444 个广告创意。Tokopedia 将其 36% 的广告预算投放在数字广告上，共投放了 17351 个创意副词。与此同时，Vivo 的数字广告占比为 26%，共有 334 个创意副词。

在广告形式方面，视频是品牌所有者的首选。81% 的 vivo 广告采用了视频格式，只有 19% 采用了显示格式。与 vivo 类似，三星也有 87% 的广告采用视频形式。与前两个品牌不同的是，Tokopedia 的广告投放更为均衡，54% 为展示形式，46% 为视频形式。

“As consumers spend more time on the internet – the time spent has significantly increased from around 2,5 hours to more than 3 hours per day – in the past three years, Digital media has been considered by brand owners as one of the important options to spend their advertising budget.” ,”said Hellen Katherina, Executive Director of Nielsen Media. “As a ‘rookie’, Digital media has been able to show its existence in terms of advertising spending, in the midst of TV domination.”

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关于尼尔森数字广告智能

广告支出信息来自Ad Intel 公司监测印尼广告活动的数据。2018 年，广告监测包括 15 家国家电视台、98 家报纸和 65 家杂志小报以及 200 家网站。广告支出数据基于毛利率卡，不计算折扣、奖金、促销、套餐价格等。