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.
Besides Wishnutama, this event was also attended by the Secretary of the Directorate General of Public Information and Communication Sumiati, representing the Ministry of Communication and Information. In her speech, Sumiati explained the efforts that have been and are being carried out by the government related to digitalization, including plans to launch three additional High Throughput Satellite (HTS) to provide better connectivity services, accelerate the implementation of 5G and encourage the acceleration of several priority regulations such as the Protection Personal Data Act, a regulations related to cross-border data flow, and the Broadcasting Law.
The forum Measurement Matters Forum: Counting What Counts which was held last week by P3I and Nielsen discussed the cross-media measurement in five separate panel discussion sessions, which presented perspectives from various sides, namely television media and agencies, advertisers, Nielsen as media measurement, digital media and industry associations.
The first session presented Emtek Group CEO Sutanto Hartono, MNC Group CEO David Audy, CEO of Dentsu Aegis Network Indonesia Maya Watono and Managing Director of Nielsen Media South East Asia (SEA) Annette Kunst. From the discussion it was revealed that cross-media measurement is important because consumer behavior in consuming media has now become multi-screen, where consumers can watch television, view content on mobile phones and open laptop at the same time, hence getting the objective and independent measurement is important for media industry players.
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.
The forum ended with a panel discussion that presented industry associations represented by Indonesian Digital Measurement Consortium (IDMC) Chairman Jerry Kustianto, P3I Chairman Janoe Arijanto, Secretary General of the Indonesian Advertising Board (DPI) Neil Tobing, ATVSI representative David Audy and the Indonesian Advertisers Association (APPINA) representative Eka Sugiarto. The Chairman of the Asia Pacific Media Forum (APMF) Andi Sadha led the discussion
“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
Indonesian Advertising Company Association (P3I) is an advertising company that was founded in 1972. It has a membership of approximately 450 advertising companies throughout Indonesia. P3I is an institution that aims to advance the Indonesian advertising business climate, including advertising business, increasing human resources, increasing creativity and innovation to the enforcement of Indonesian advertising ethics. To learn more about P3I, please visit www.p3i-pusat.com