OOHADTRENDonURBANCOMMUNITYAnindependentstudyasacontribu>ontotheIndonesiaadver>singindustry

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SNAPSHOT GlobalMediaHabit

37% 22% 10%25%

OOH PRINT TV DIGITAL DataMediaHabit.Source:DataPrimer,2015–BMIResearch.N=2.000resp.(9countries)

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SNAPSHOT

98% 27% 21%38%

USE INTERNET

MORE THAN 3 HOURS

READ PRINT MEDIA

(newspaper, tabloid,

magazine)

WATCH TV MORE THAN 1 HOUR (terrestrial/Pay TV)

SEE OOH

(billboard, public transport, etc)

DataMEDIAHABIT,MALE/FEMALE,18–45TAHUN,SECABC,7Ci>es(n=3500)Source:DataPrimer2015–BMIResearch

22%

LISTEN RADIO MORE

THAN 1 HOURS

Na>onalMediaHabit

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SNAPSHOT GreaterJakartaMediaHabit

25%

READ PRINT MEDIA

(newspaper, tabloid,

magazine)

20%

LISTEN RADIO MORE

THAN 1 HOURS

83% 55%81%

WATCH TV MORE THAN 1 HOUR (terrestrial/Pay TV)

SEE OOH

(billboard, public transport, etc)

USE INTERNET

MORE THAN 3 HOURS

DataMEDIAHABIT,MALE/FEMALE,18–45TAHUN,SECABC,(n=1010)Source:DataPrimer2015–BMIResearch

WhatistherecentAdphenomenononurbancommunity?

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RESEARCH METHODOLOGY Phone Survey – 1010 respondents

AGE: 18 - 45

GENDER MALE: 50% FEMALE: 50%

SOCIAL ECONOMIC STATUS Based on monthly expenditure for consumption

AREA

Jabodetabek

EDUCATION SD/SMP: 5% SMA: 60% Academy/Diploma: 12% S1/S2/S3: 23%

OCCUPATION MANAGER/STAFF/EMPLOYEE: 46% COLLEGE STUDENT: 21% ENTREPRENEUR: 12% OTHERS: 21%

A 23 %

B 49 %

C 28 %

18 – 23 y.o. 46% 24 – 30 y.o. 33% 31 – 35 y.o 10% 36 – 40 y.o 7% 41 – 45 y.o 4%

LENGTH OF TIME SPENT OUTSIDE THE HOME 1 – 5 hours: 23% 6 – 9 hours: 31% 10 hours or more: 46%

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HOW OFTEN DO THEY PAY ATTENTION TO ADS?

always,47%

some.mes,40%

rarely,13%

47%urbancommunityalwayspaya:en.ontoAd.

5 out of 10 urban people always pay attention to Ads

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93%

70%51%

17%

ELECTRONIC DIGITAL/INTERNET OOH PRINT

Newspaper 13%Tabloid 1%Magazine 6%

TV 93%Radio 6%

Searchengine 8%Website/situs/portal 13%Videoportal 7%Socialmedia 57%

Billboard/LED/videotron 31%Train(body/inside) 16%Bus(body/inside) 6%Spanduk/baliho 6%Busshelter 2%

MOST INFLUENCE

1 3 42

PEOPLE USUALLY SPOT ADVERTISE ON:

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WHAT MAKES HAVING REGARD ADVERTISE?

Music/Song/Jingle41%Product41%

Stars/talent30%

Words/Story/Slogan/Tagline42%

Humorous/funny9%

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The Phenomenon of OOH Ad on urban community

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PEOPLE USUALLY SPOT ADVERTISE ON: 93%

70%51%

17%

ELECTRONIC DIGITAL/INTERNET OOH PRINT

work,87%

donotwork,13%

A,25%

B,50%

C,25%

Working people, B class, spent more than 10 hours outside home

13% 27%60%

1-5hours 6-9hours 10hoursormore

Timespentoutsidehome

56% 44% Whoarethey?

ADVERTISING EXPENDITURE (ADEX)

TV>IDR80T

Newspaper>IDR30T

Magazine>IDR1T

Outdoor>IDR1T

Radio>IDR800M12Source: Data sekunder, diolah (2015)

Most Efficient – Awareness (cpm)

13Source: Data Sekunder & Data primer, diolah (2015)

TELEVISI

KORAN

OOH

RADIO

MAJALAH

83X

28X

9X

4X

± IDR 2.100,-

Most Efficient – Take Action (cpm)

14Source: Data Sekunder & Data primer, diolah (2015)

RADIO

KORAN

OOH

TELEVISI

MAJALAH

101X

20X

9X

4X

± IDR 27.000,-

WHY OOH?

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COSTEFFICIENT

>10hours.mespentoutsidehome

Transporta.onPublic:Moving.

Source: Data primer, diolah (2015)

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INDONESIA OOH AD FACT1. TOP 5 – MOST MEMORABLE OOH AD

1.  SampoernaAMild

2.  Telkomsel

3.  Indosat

4.  Aqua5.  Indomie

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INDONESIA OOH AD FACT2. TOP 5 – MOST MEMORABLE AD STARS

1.  AlGazali2.  Raisa3.  IsyanaSaraswa.

4.  AgnesMonica

5.  DianSastrowardoyo

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INDONESIA OOH AD FACT3. MOST MEMORABLE THING ON OOH AD

1.  Picture/Image

2.  Slogan/tagline3.  Stars/talent

4.  Product5.  Color

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