Page 41 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

Introduction MEDIA SPENDING
3% 2% Education
Household Care
4%
Leisure
6%
Pharmaceutical
7%
Auto
7%
Media spend by sector (2013)
14%
Beverages
13%
Food
12%
Retail 1% 3%
Finance Clothing 3% 16% Household Equipment Personal Care 4%
Real Estate
3%
2%
Consumer Services
Communications Public
Innovation in digital services and digital media investment drives up a brand’s value. The
Top 5 most valuable brands in the Indonesia ranking invest signiicantly more in digital compared to the lowest-ranked brands. Banks,
especially, are using digital technology to innovate, and about a quarter of all bank transactions are already carried out digitally. The importance of digital innovation and communication is set to rise. Indonesian digital ad spend is now only 8 percent, but we can look to China for signs of what is to come. In China, digital represented 8 percent of all ad spend in 2009, a igure that had risen to 31 percent by 2014.
Brands in Indonesia should plan for greater investment in digital media, exploiting multi-screening behavior by consumers to build layers of meaning – but not abandoning television, which is still widely viewed and remains an efective driver of reach.
THEORY IN ACTION
The top-ranking brand in the Indonesia Top 50 is the bank
BCA, which has been a pioneer
in mobile banking in Indonesia. BCA’s ad spend in recent years has been increasingly focused
on digital, both for building
brand awareness and for lead generation. BCA uses social media platforms to help it understand consumers’ needs, especially young people, and combines social learning with other data to drive new service development.
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