The promising growth of internet and mobile-based digital ads apparently doesn’t kill the influence of television-broadcasted commercials to Indonesian consumer. As a matter of fact, the Indonesian e-commerce companies is beginning to put more money, counting on TV commercials to boost their sales number.
Well, at least that’s what NusaResearch claimed. After conducting a series of research on Indonesian e-commerce scene, the report suggested that television still becomes an effective media for e-commerce companies to promote their website.
As we can see below, TV commercials took the lead with the score of 81.02, while online campaigns came second with a score of 79.53. It may well mean that it is much better for e-commerce companies to put their ads on both media in order to gain much more profit.
You might not be surprised to find commercials of e-commerce companies, especially OLX and Lazada, being broadcast while watching your favorite TV shows. In fact, both companies were crowned as the most popular e-commerce websites by NusaResearch, due to their tireless attempts in promoting their products practically everywhere. Other popular e-commerce websites in Indonesia that puts up TVC ads are Berniaga, Zalora, and Tokopedia.
The fact that television still holds a fundamental role in influencing the people is actually not surprising, since it has indeed become the most accessed media in Indonesia thus far. This is why NusaResearch suggested e-commerce companies to take putting ads on TV into their consideration, despite the significant cost.
But this doesn’t mean that television’s popularity would last forever. Considering that the growth of internet and mobile-based ads only gets bigger and faster from time to time, we predict that a switch of position at the throne would soon happen.
In fact, China has become the latest example of such event. According to Campaign Asia (15/9), it’s only a matter of time before internet and mobile media surpass television in the country. Considering that both China and Indonesia share quite similar demography, it does make sense to say that Indonesia would have the same trend, sometime, maybe soon. This is something that local e-commerce industry has to be prepared to adapt with.
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