Page 107 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

The Indonesia Top 50 OUR INSIGHTS
The ease with which people can access information
in Indonesia is transforming the way they think about,
discover, and experience brands. As an Indonesian myself, I see the pace with which this change is occurring.
Indonesian BrandZM data
from 2011 – just four years
ago - showed that saliency was the dominant force in driving brand growth. Since then, the importance of saliency has declined considerably. It is no longer enough for brands to be visible to drive pre-disposition. The importance of establishing a meaningful connection
with consumers has taken
on increasing importance. Indonesian consumers have
become more discerning in their choice of brands, and their expectations
of what brands can ofer have evolved.
Key actions for
brand success in this climate:
• Focus on building a meaningful connection with your consumers
• Identify a core product truth or functional beneit that meets consumers’ needs
• Use your product truth as
a platform for telling an emotionally compelling brand story
• Be aspirational and inspiring, but also align with local values and beliefs.
HOW MEANING HAS BECOME MORE IMPORTANT THAN SALIENCY IN DRIVING GROWTH IN INDONESIA
Vina Erwita
Associate Account Director Millward Brown Vina.Erwita@millwardbrown.com
Out of Home Advertising is something of a paradox. It's the
world's oldest form
of advertising, but in Indonesia, its relevance and power has been boosted by that most
modern of phenomena, the mobile device.
Indonesian consumers are the most mobile in Asia, if not the world, and several factors are currently conspiring to create a perfect storm for advertisers. What are those factors?
Dwell times: we all know the jokes about Jakarta traic, but it’s rarely funny. However, slow traic means greater opportunity to create compelling OOH communications.
Slow desktop internet speeds and the lowest mobile data costs in
the region: these two facts mean mobile connectivity is huge. In excess of 75 percent of social media engagement is mobile-only,
and Jakarta produces more tweets than any other city in the world.
Put all this together and
we now have the potential to create unprecedented levels of OOH engagement by linking OOH campaigns with mobile devices. Mobile data can help planners evaluate OOH sites according
to reach, frequency and pricing, and OOH sites can trigger mobile reminders to nearby consumers. Creative can be adapted in
real time based on real-world conditions such as the weather or time of day, and visual recognition technology allows for new levels of accuracy in digital ad serving. When this technology is paired with mobile ad serving, the result can be greater than the sum of its parts.
What’s most exciting about linking mobile and OOH is that the best applications are surely yet to come.
THE GREAT OUTDOORS – MOBILE BOOSTING THE POWER OF OOH
Gregg Ainsworth
Technical Advisor Kinetic Indonesia Gregg.Ainsworth@kineticww.com
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