Indonesia Online Advertising Market Outlook to 2021- Significant Rise in Internet, Mobile and Social Media User Penetration to Drive Growth
March 2017
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About the Report
About the Report
Indonesia's online advertising market has witnessed phenomenal growth owing to a remarkable increase in the number of internet users over the years along with increasing mobile and social media users. On the grounds of this, the market has recorded an amplified overall expenditure from USD ~ million in 2015 to USD ~ million in 2016. A rising trend in the e-commerce market, smartphone and tablet penetration increase in the number of social media users, and the new product launches by the publishers have augmented the growth of the online advertising market in Indonesia over the past five years.
Indonesia's online advertising market has been segmented on the basis of medium, type, sectors, and pricing model of online advertising. Indonesia's online advertising market is dominated by desktop advertising in terms of segmentation by medium with a share of ~% followed by mobile advertising with a share of ~% in the market in 2016.
By type of online advertising, the market is dominated by search and banner advertising with a spending of USD ~ million and USD ~ million respectively, in 2016. In 2016, advertisement spending is generated by sector was majorly from FMCG/Retail sector which amounted to USD ~ million.
Indonesia's online advertising market is expected to grow at a CAGR of ~% during the forecast period of 2017-2021 owing to factors like the rising number of smartphone users, the country’s economic growth, and growing online population. The growth is also expected to be driven by the rising number of social media users, booming e-commerce market, rise of independent advertisement advisors, support from the government, publishers and mobile networks, and other such relevant factors.
Competitive Scenario has been analyzed for advertising agencies as well as platforms. Major advertising agencies in the country include Grey Indonesia, Ogilvy One, Milestone, and Brightstar's.
- Indonesia Online Advertising Market Genesis and Current Scenario
- Value Chain Analysis on Indonesia Online Advertising Market
- Indonesia Online Advertising Market Size
- Indonesia Online Advertising Market Segmentation
- SWOT Analysis in Indonesia Online Advertising Market
- Trends and Developments in Indonesia Online Advertising Market
- Issues And Challenges In Indonesia Online Advertising Market
- Regulatory Scenario In Indonesia Online Advertising Market
- Competitive Landscape In Indonesia Online Advertising Market
- Market Share of Major Players in Indonesia Online Advertising Market, 2016
- Company Profiles for Major Players in Indonesia Online Advertising Market
- Future Outlook for Indonesia Online Advertising Market, 2017-2021
- Macroeconomic Factors affecting Indonesia Online Advertising Market
Products
Products
Search Advertising, Banner Advertising, Video Advertising, Social Media Advertising, Online Classifieds
Companies
Grey Indonesia, Ogilvy One, MileStone, BrightStars, Facebook, Instagram, Google, YouTube, Twitter
Table of Contents
Table of Contents
1. Executive Summary
Market Potential
Market Segmentation
Trends and Developments
Competitive Landscape
Future Analysis And Projections
2. Research Methodology
2.1. Market Definitions
2.2. Market Size And Modeling
Approach – Market Sizing
Variables (Dependent and Independent)
Multi Factor Based Sensitivity Model
Final Conclusion
3. Indonesia Online Advertising Market
3.1. Introduction
3.2. Indonesia Online Advertising Market Size on the basis of Expenditure in USD Million and Growth Rate in Percentage (%), 2011-2016
3.3. Value Chain Analysis of Indonesia Online Advertising Market
Advertisers
Online Advertising Agencies And Ad Networks
Publishers
End Users
4. Indonesia Online Advertising Market Segmentation
4.1. By Medium (Desktop and Mobile), 2011-2016
4.2. By Type of Online Advertising (Banner Advertising, Video, Search, Social and Classifieds), 2011-2016
4.3. By Sectors (FMCG/Retail, BFSI, Telecom and others), 2011-2016
4.4. By Model
5. SWOT Analysis of Indonesia Online Advertising Market
6. Trends and Developments in Indonesia Online Advertising Market
Rise of E-commerce in Indonesia
Growth in Internet and Smartphone Penetration
Increase in Online Advertisement Spending
Increase in Social Media Users
New Product Launches
From Geo Targeting to In App Advertisements
Repurposing the Printed Content
7. Issues and Challenges in Indonesia Online Advertising Market
Lack of Proper Hosting Infrastructure
Newspaper and Television Dominates the Advertisement Market
High Fees Charged by Advertisng agency
Difficult to Measure an Ad’s Reach
8. Regulatory Scenario in Indonesia Online Advertising Market
9. Competitive Landscape in Indonesia Online Advertising Market
9.1. Online Advertising Agencies
9.1.1. Competition Scenario
9.1.1.1. Grey Indonesia
9.1.1.2. Ogilvy One
9.1.1.3. Milestone
9.1.1.4. Brightstars
9.2. Platforms
9.2.1. Competition Scenario
9.2.2. Market Share of Major Players in Indonesia Online Advertising Market
9.2.3. Company Profiles of Major Players in Indonesia Online Advertising Market
9.2.3.1. Facebook Inc.
9.2.3.2. Instagram
9.2.3.3. Google
9.2.3.4. YouTube
9.2.3.5. Twitter
10. Future Outlook and Projections of Indonesia Online Advertising Market, 2017-2021
Indonesia Online Advertising Market Segmentation Future Outlook and Projections by Medium, 2017-2021
Indonesia Online Advertising Market Segmentation Future Outlook and Projections By Type of Advertising, 2017-2021
11. Analyst Recommendations
12. Macroeconomic Indicators in Indonesia Online Advertising Market
12.1. Number of Mobile Users in Indonesia, 2011-2021
12.2. Number of Internet Users in Indonesia, 2011-2021
12.3. Number of Facebook Users in Indonesia, 2011-2021
12.1. Offline Advertising Market, 2011-2021
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List of Figure
Figure 3-1: Indonesia Online Advertising Market Size on the basis of Expenditure in USD Million and Growth rate in Percentage (%), 2011-2016
Figure 3-2: Value Chain Analysis of Indonesia Online Advertising Market
Figure 4-1: Indonesia Online Advertising Market Segmentation by Medium (Desktop/Mobile) on the Basis of Online Advertising Expenditure in percentage (%), 2011-2016
Figure 4-2: Indonesia Online Advertising Market Segmentation by Types of Online Advertising (Banner Advertising, Video, Search, Social and Classifieds) on the Basis of Online Advertising Expenditure in percentage (%), 2011-2016
Figure 4-3: Indonesia Online Advertising Market Segmentation by Sectors (FMCG/Retail, BFSI, Telecom and others) on the Basis of Percentage Share in Online Advertising Expenditure(%), 2011 and 2016
Figure 4-4: Indonesia Online Advertising Market Segmentation by Model on the Basis of Percentage Share in Online Advertising Expenditure (%), 2016
Figure 6-1: Indonesia E-Commerce Industry Market Size on the Basis of Gross Merchandise Value in USD Billion, 2011-2016
Figure 6-2: Number of Smartphone and Internet Users in Indonesia
Figure 6-3: Social Network User Penetration in Indonesia in Percentage, 2016
Figure 7-1: Average Internet Speed in Selected Asia Pacific Countries, 2016
Figure 7-2: Television and Newspaper Advertising Expenditure in Indonesia in USD Million, 2011-2015
Figure 9-1: Market share of Major Players in Indonesia Online Advertising Market on the Basis of Advertising Expenditure in Percentage (%), 2016
Figure 10-1: Future Outlook and Projections for Indonesia Online Advertising Market on the Basis of Online Advertising Expenditure in USD Millions, 2017-2021
Figure 10-2: Future Projections for Indonesia Online Advertising Market Segmentation by Type of Advertising (Search, Banner, Video, Social and Classifieds) on the Basis of Advertising Expenditure in Percentage (%), 2017-2021
Figure 12-1: Number of Mobile Users in Indonesia in Million, 2011-2021
Figure 12-2: Number of Internet Users in Indonesia in Millions, 2011-2021
Figure 12-3: Number of Facebook Users in Indonesia in Millions, 2011-2021
Figure 12-4: Offline Advertisement Expenditure in Indonesia in USD Million, 2011-2021
List of Table
Table 2-1: Correlation Matrix of Indonesia Online Advertising Market
Table 2-2: Regression Coefficients Output for Indonesia Online Advertising Market
Table 3-1: Drivers for Indonesia Online Advertising Market and Year-on-Year Developments, 2011-2016
Table 4-1: Indonesia Online Advertising Market Segmentation by Medium (Desktop/Mobile) on the Basis of Online Advertising Expenditure in USD Millions, 2011-2016
Table 4-2: Indonesia Online Advertising Market Segmentation by Types of Online Advertising (Banner Advertising, Video, Search, Social and Classifieds) on the Basis of Online Advertising Expenditure in USD Million, 2011-2016
Table 4-3: Indonesia Online Advertising Market Segmentation by Sectors (FMCG/Retail, BFSI, Telecom and others) on the Basis of Share in Online Advertising Expenditure in USD Millions, 2011 and 2016
Table 4-4: Indonesia Online Advertising Market Segmentation by Model on the Basis of Share in Online Advertising Expenditure in USD Million, 2016
Table 5-1: SWOT (Strength, Weakness, Opportunities, Threat) Analysis of Indonesia Online Advertising Market
Table 7-1: Fees Charge by the Major Advertising Agencies in Indonesia, 2016
Table 8-1: Regulations for Indonesia Online Advertising
Table 8-2: Regulations on Product and Services Advertising
Table 9-1: Company Profile of Grey Indonesia including Company Overview, USP, Major Projects, Major Clientele, Advertising Platform, Number of impressions, Number of Projects, Charges, Split by Sectors, Number of Employees, Achievements and Future Strategies
Table 9-2: Company Profile of Ogilvy One including Company Overview, USP, Major Projects, Major Clientele, Advertising Platform, Number of impressions, Number of Projects, Charges, Split by Sectors, Number of Employees, Achievements and Future Strategies
Table 9-3: Company Profile of Milestone including Company Overview, USP, Major Projects, Major Clientele, Advertising Platform, Number of impressions, Number of Projects, Charges, Split by Sectors, Number of Employees, Achievements and Future Strategies
Table 9-4: Company Profile of BrightStars including Company Overview, USP, Major Projects, Major Clientele, Advertising Platform, Number of impressions, Number of Projects, Charges, Split by Sectors, Number of Employees, Achievements and Future Strategies
Table 9-5: Major Players in Indonesia Online Advertising Market
Table 9-6: Market share of Major Players in Online Advertising Market on the Basis of Advertising Expenditure in USD Million, 2016
Table 9-7: Company Profile of Facebook including Company Overview, USP, Business Strategies, Share in Online Advertisement Expenditure, Cost per advertisement, Advantages, Cost per advertisement, Brands, Number of Users, Average number of Interactions and Recent Developments
Table 9-8: Company Profile of Instagram including Company Overview, USP, Types of Instagram Ads, Business Strategies, Share in Online Advertisement Expenditure, Advantages, Cost per advertisement, Number of Users and Recent Developments
Table 9-9: Company Profile of Google including Company Overview, USP, Products offered, Business Strategies, Share in Online Advertisement Expenditure, Cost per advertisement, Advantages, Cost per advertisement and Recent Developments
Table 9-10: Company Profile of YouTube including Company Overview, USP, Video Ad formats, Business Strategies, Share in Online Advertisement Expenditure, Cost per advertisement, Advantages, Cost per advertisement, Brands, Average number of Interactions and Recent Developments
Table 9-11: Company Profile of Twitter including Company Overview, USP, Business Strategies, Share in Online Advertisement Expenditure, Cost per advertisement, Advantages, Cost per advertisement, Brands, Number of Users, Average number of Interactions and Recent Developments
Table 10-1: Future Outlook for Indonesia Online Advertising Market on the Basis of Online Advertising Expenditure, 2017-2021
Table 10-2: Future Projections for Indonesia Online Advertising Market Segmentation by Medium (Desktop and Mobile) on the Basis of Online Advertising Expenditure in USD Million (%), 2017-2021
Table 10-3: Future Projections for Indonesia Online Advertising Market Segmentation by Type of Advertising (Search, Banner, Video, Social and Classifieds) on the Basis of Advertising Expenditure in USD Million, 2017-2021
Table 11-1: Analyst Recommendations for Indonesia Online Advertising Market
Table 12-1: Rationale for Number of Mobile Users in Indonesia, 2011 - 2021
Table 12-2: Rationale for Number of Internet Users in Indonesia, 2011 - 2021
Table 12-3: Rationale for Number of Facebook Users in Indonesia, 2011 - 2021
Table 12-4: Rationale for Offline Advertising Market in Indonesia, 2011 - 2021
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