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.
除 Wishnutama 外，代表通信与信息部出席此次活动的还有公共信息与通信总局局长秘书 Sumiati。苏米亚蒂在讲话中介绍了政府已经和正在开展的与数字化相关的工作，包括计划发射三颗高通量卫星（HTS）以提供更好的连接服务，加快 5G 的实施，以及鼓励加快实施几项优先法规，如《个人数据保护法》、《跨境数据流相关法规》和《广播法》。
上周，P3I 和尼尔森共同举办了 "测量问题论坛"：上周，P3I 和尼尔森共同举办了 "衡量标准论坛：衡量标准"，在五个独立的小组讨论环节中讨论了跨媒体衡量标准问题，并从电视媒体和代理商、广告商、尼尔森媒体衡量标准、数字媒体和行业协会等不同角度阐述了观点。
Emtek 集团首席执行官苏坦托-哈托诺（Sutanto Hartono）、MNC 集团首席执行官大卫-奥迪（David Audy）、印尼电通安吉斯网络首席执行官玛雅-瓦托诺（Maya Watono）和尼尔森媒体东南亚（SEA）总经理安妮特-昆斯特（Annette Kunst）出席了第一场会议。讨论显示，跨媒体测量非常重要，因为现在消费者的媒体消费行为已经变成了多屏消费，消费者可以同时观看电视、手机和笔记本电脑上的内容。
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.
论坛最后进行了小组讨论，印尼数字测量联盟（IDMC）主席杰瑞-库斯提安托（Jerry Kustianto）、P3I 主席亚诺-阿里扬托（Janoe Arijanto）、印尼广告委员会（DPI）秘书长尼尔-托宾（Neil Tobing）、ATVSI 代表大卫-奥迪（David Audy）和印尼广告商协会（APPINA）代表埃卡-苏吉亚托（Eka Sugiarto）分别代表行业协会发言。亚太媒体论坛（APMF）主席安迪-萨达（Andi Sadha）主持了讨论。
“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
印度尼西亚广告公司协会（P3I）是一家广告公司，成立于 1972 年。它的成员包括印度尼西亚全国约 450 家广告公司。P3I 的宗旨是促进印尼广告业的发展，包括广告业务、增加人力资源、提高创造力和创新力，以及执行印尼广告道德规范。欲了解有关 P3I 的更多信息，请访问 www.p3i-pusat.com。
关于尼尔森
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.
联系方式
印度尼西亚尼尔森公司
米拉-卢比斯
miladinne.lubis@nielsen.com
