TEMPO.CO, Jakarta - The Association of Indonesian Advertising Agencies (P3I) reported that businesses are expected to spend 20 percent more on digital media advertising in 2019.
P3I Chairman Janoe Arijanto said that this positive growth trend will be further supported by the ever-improving internet infrastructure and digital media platforms that are more than prepared to accommodate the advertising needs of businesses.
"Digital media expenses in 2013 were still below 5 percent, but it has now grown to 15-to-20 percent. There are even SMEs that allocated its entire advertising budget into digital media advertising," said Janoe Arijanto on Friday, December 14, 2018.
The elements that supported this positive growth, according to him, is a combination of the government's attempt to improve the country's internet infrastructure combined with digital media platforms that have catered to consumer's needs which enables advertisers to conduct one-on-one advertising.
"It's easier to cater an advertisement, businesses are attracted to this. The level of personalization far exceeds other platforms," he said.
A study by Nielsen Cross-Platform 2018 saw 90 percent of consumers in the age of 16-39 years old have a habit of watching television while accessing the internet through another device. This habit is done on a daily basis by a third of that percentage.