Post on 07-Jan-2017
TELKOMSEL
Digital Advertising 2015
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From: tseldigiads
5am
7am
9am
12am
1pm
5pm
9pm
11pm
Mobile Phone
TV
Laptop
Newspaper
Mobile Phone
Radio
Billboard
Mobile Phone
Laptop
Billboard
Product sampling
Mobile Phone
Mobile Phone
Laptop
Mobile Phone
Radio
Billboard
Mobile Phone
TV
Laptop
People in Big City
Each day spent formobile internet.
Source: We Are Social
3 hours 10 minutes
EACH DAYPeople check their
mobile phones
Source: Nokia Research
150x
ONCE EVERY 10 MINUTES
Feature & Basic Phone
70%
of Mobile
users use
Location-
based
Services
This is the time for Mobile
Each day spent time With Smartphone.
181 Minute
Source : Milward Brown, AdReaction 2014
132
99
89
113
69
117
143
161
145
160
181
174
170
149
168
110
115
59
66
69
Indonesia
Phillipines
China
Brazil
Vietnam
Daily Distribution of Screen Minutes Across
Countries (Mins)
TV Laptop & PC Smartphone Tablet
Indonesia: Highest Media Engagement
especially on Smartphone
This ad know
me so much
Oh I love this
product. Thanks
for this ad
I think they
create the ad
just for me
Bravoo. I know
im important
for that brand!
They listen to
me!
Customize content for each person
The Power of Mobile Advertising
TELKOMSEL IS
BIG
Telkomsel’s coverage reaches
of Indonesiaarea
MILLION
SUBSCRIBERS
Telkomsel with
144
63,5 millionData Users+23.3% YOY; 46% penetration
28.9 millionSmart Phone Users+48.1% YOY ; 23.3% penetration
of Indonesian Population
Connected to Telkomsel.
TELKOMSEL IS
BIG
TELKOMSEL IS
BIG
TELKOMSEL IS
BIG
*Smartphone refers to mobile phone or tablet with OS Symbian, BlackBerry, Android, iOS, Windows Phone** refers to monthly regular household spending with the following classification: A – More than IDR 4 million; B – IDR 3-4 million, C1 – IDR 2.5-3 million; C2 – IDR 2-2.5 million; D – IDR 1-2 million; E – Below IDR 1 million
Gender
SES** Interest Religion
Female
Male
A
B
C1
C2
D
E
Islam
Protestant
Catholic
Buddha Hindu
Others
Tech
Gadget
Sports
Music
Travel
Shopping
SMARTPHONE
TELKOMSEL IS
BIG
*Non-smartphone refers to other mobile devices not categorized as smartphone** refers to monthly regular household spending with the following classification: A – More than IDR 4 million; B – IDR 3-4 million, C1 – IDR 2.5-3 million; C2 – IDR 2-2.5 million; D – IDR 1-2 million; E – Below IDR 1 million
Gender
SES** Interest Religion
FemaleMale
A
BC1
C2
DE
Islam
Protestant
Catholic
Buddha Hindu
Others
Sports
Music
Shopping
Tech
Gadget
Travel
NON SMARTPHONE
Why we believe about Our Data?
Prepaid
RegistrationTele survey
Mobile/digital
Consumer
Behavior
Female Male
By Gender
TELKOMSEL HAVE
BIG Data
By Age
17-25 26-35 36-45 46-55 56-65
18.5% 25% 11% 1.7%
38.3 %
TELKOMSEL HAVE
BIG Data
0-16
5.4%
POSTPAIDSubscriber’s Profile
SPORTS
34%
SHOPPING
9% TRAVEL
8%
MUSIC
34%
TECHGADGET
15%
PREPAIDSubscriber’s Profile
TECHGADGET
50%
MUSIC
4%
TRAVEL
29%
SHOPPING
1%SPORTS
16%
TELKOMSEL HAVE
BIG Data
TELKOMSEL HAVE
BIG Data
SMS Behavior
Call BehaviorCall Behavior
Top Up BehaviorTop Up Behavior Location BehaviorLocation Behavior
Download BehaviorDownload Behavior
Payment BehaviorPayment Behavior
Roaming BehaviorRoaming Behavior
Browsing BehaviorBrowsing Behavior
SMS Behavior
Telkomsel
Digital Adv Insight
3 out of 4 of Telkomsel Subscribers
Notice mobile advertising
Source: Nielsen, 2015
20
Base: All Smartphone owners, Telkomsel Subscribers (n= 593)
Cop
yri
gh
t ©
20
12
Th
e N
iels
en
Com
pa
ny.
Con
fid
en
tia
l a
nd
pro
pri
eta
ry.
21
8% 11% 7% 6% 25%
71% 25% 17% 12%
Source: Nielsen, 2015
71% OF TELKOMSEL SUBSCRIBERS SEEN
ADS THROUGH SMS
Base: All Smartphone owners, Telkomsel Subscribers (n= 593)
20
Source: Nielsen, 2015
22
Base: All Smartphone owners (n=1523)
Users are receptive towards ads if content is matched with interest and access is free
48% 45%
42% 38% 37%
49%
OK with Ads if I can access content for free
OK with Ads which contain geographically relevant information
based on where I am at a given time
More likely to click on Ads that are simple text ads
More likely to click on an Ad that does not take me outside of the application
to another website
More likely to click on Ads that incorporate
multimedia elements
OK with providing personal information to
receive custom advertisements which
match my interests
41
Source: Nielsen, 2015
Base: All Smartphone owners (n=1013)
Consumers prefer Bonus/Promo Ads
Interested
SMS / MMS
Ads Product
Category
Telkomsel
Digital Adv Product
EXPERIENCE
The tendency of time when people
are willing to receive Promo SMS
Q1
Survey Result
EXPERIENCE
The tendency of frequency in
receiving Promo SMS per day
Q2
Survey Result
ACCEPTANCE
The tendency of their interest
about Promo SMS Content
Q3
Survey Result
ACCEPTANCE
The tendency of content suitability
in Promo SMS with their needs
Q4
Survey Result
RECALL
The tendency of people to
remember the content of Promo SMS
Q5
Survey Result
RECALL
The tendency of people to
remember the brand in Promo SMS
Q6
Survey Result
REACTION
The tendency of people reaction
when they receive Promo SMS
Q7
Survey Result
REACTION
The tendency of people reaction
about redemption of Promo SMS
Q8
Survey Result
Reaching more targetaudience in 2015 with Telkomsel
THANK YOU
Digital Advertising Group © 2015