TELKOMSEL

Digital Advertising 2015

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From: tseldigiads

5am

7am

9am

12am

1pm

5pm

9pm

11pm

Mobile Phone

TV

Laptop

Newspaper

Mobile Phone

Radio

Billboard

Mobile Phone

Laptop

Billboard

Product sampling

Mobile Phone

Mobile Phone

Laptop

Mobile Phone

Radio

Billboard

Mobile Phone

TV

Laptop

People in Big City

Each day spent formobile internet.

Source: We Are Social

3 hours 10 minutes

EACH DAYPeople check their

mobile phones

Source: Nokia Research

150x

ONCE EVERY 10 MINUTES

Feature & Basic Phone

70%

of Mobile

users use

Location-

based

Services

This is the time for Mobile

Each day spent time With Smartphone.

181 Minute

Source : Milward Brown, AdReaction 2014

132

99

89

113

69

117

143

161

145

160

181

174

170

149

168

110

115

59

66

69

Indonesia

Phillipines

China

Brazil

Vietnam

Daily Distribution of Screen Minutes Across

Countries (Mins)

TV Laptop & PC Smartphone Tablet

Indonesia: Highest Media Engagement

especially on Smartphone

This ad know

me so much

Oh I love this

product. Thanks

for this ad

I think they

create the ad

just for me

Bravoo. I know

im important

for that brand!

They listen to

me!

Customize content for each person

The Power of Mobile Advertising

TELKOMSEL IS

BIG

Telkomsel’s coverage reaches

of Indonesiaarea

MILLION

SUBSCRIBERS

Telkomsel with

144

63,5 millionData Users+23.3% YOY; 46% penetration

28.9 millionSmart Phone Users+48.1% YOY ; 23.3% penetration

of Indonesian Population

Connected to Telkomsel.

TELKOMSEL IS

BIG

TELKOMSEL IS

BIG

TELKOMSEL IS

BIG

*Smartphone refers to mobile phone or tablet with OS Symbian, BlackBerry, Android, iOS, Windows Phone** refers to monthly regular household spending with the following classification: A – More than IDR 4 million; B – IDR 3-4 million, C1 – IDR 2.5-3 million; C2 – IDR 2-2.5 million; D – IDR 1-2 million; E – Below IDR 1 million

Gender

SES** Interest Religion

Female

Male

A

B

C1

C2

D

E

Islam

Protestant

Catholic

Buddha Hindu

Others

Tech

Gadget

Sports

Music

Travel

Shopping

SMARTPHONE

TELKOMSEL IS

BIG

*Non-smartphone refers to other mobile devices not categorized as smartphone** refers to monthly regular household spending with the following classification: A – More than IDR 4 million; B – IDR 3-4 million, C1 – IDR 2.5-3 million; C2 – IDR 2-2.5 million; D – IDR 1-2 million; E – Below IDR 1 million

Gender

SES** Interest Religion

FemaleMale

A

BC1

C2

DE

Islam

Protestant

Catholic

Buddha Hindu

Others

Sports

Music

Shopping

Tech

Gadget

Travel

NON SMARTPHONE

Why we believe about Our Data?

Prepaid

RegistrationTele survey

Mobile/digital

Consumer

Behavior

Female Male

By Gender

TELKOMSEL HAVE

BIG Data

By Age

17-25 26-35 36-45 46-55 56-65

18.5% 25% 11% 1.7%

38.3 %

TELKOMSEL HAVE

BIG Data

0-16

5.4%

POSTPAIDSubscriber’s Profile

SPORTS

34%

SHOPPING

9% TRAVEL

8%

MUSIC

34%

TECHGADGET

15%

PREPAIDSubscriber’s Profile

TECHGADGET

50%

MUSIC

4%

TRAVEL

29%

SHOPPING

1%SPORTS

16%

TELKOMSEL HAVE

BIG Data

TELKOMSEL HAVE

BIG Data

SMS Behavior

Call BehaviorCall Behavior

Top Up BehaviorTop Up Behavior Location BehaviorLocation Behavior

Download BehaviorDownload Behavior

Payment BehaviorPayment Behavior

Roaming BehaviorRoaming Behavior

Browsing BehaviorBrowsing Behavior

SMS Behavior

Telkomsel

Digital Adv Insight

3 out of 4 of Telkomsel Subscribers

Notice mobile advertising

Source: Nielsen, 2015

20

Base: All Smartphone owners, Telkomsel Subscribers (n= 593)

Cop

yri

gh

t ©

20

12

Th

e N

iels

en

Com

pa

ny.

Con

fid

en

tia

l a

nd

pro

pri

eta

ry.

21

8% 11% 7% 6% 25%

71% 25% 17% 12%

Source: Nielsen, 2015

71% OF TELKOMSEL SUBSCRIBERS SEEN

ADS THROUGH SMS

Base: All Smartphone owners, Telkomsel Subscribers (n= 593)

20

Source: Nielsen, 2015

22

Base: All Smartphone owners (n=1523)

Users are receptive towards ads if content is matched with interest and access is free

48% 45%

42% 38% 37%

49%

OK with Ads if I can access content for free

OK with Ads which contain geographically relevant information

based on where I am at a given time

More likely to click on Ads that are simple text ads

More likely to click on an Ad that does not take me outside of the application

to another website

More likely to click on Ads that incorporate

multimedia elements

OK with providing personal information to

receive custom advertisements which

match my interests

41

Source: Nielsen, 2015

Base: All Smartphone owners (n=1013)

Consumers prefer Bonus/Promo Ads

Interested

SMS / MMS

Ads Product

Category

Telkomsel

Digital Adv Product

EXPERIENCE

The tendency of time when people

are willing to receive Promo SMS

Q1

Survey Result

EXPERIENCE

The tendency of frequency in

receiving Promo SMS per day

Q2

Survey Result

ACCEPTANCE

The tendency of their interest

about Promo SMS Content

Q3

Survey Result

ACCEPTANCE

The tendency of content suitability

in Promo SMS with their needs

Q4

Survey Result

RECALL

The tendency of people to

remember the content of Promo SMS

Q5

Survey Result

RECALL

The tendency of people to

remember the brand in Promo SMS

Q6

Survey Result

REACTION

The tendency of people reaction

when they receive Promo SMS

Q7

Survey Result

REACTION

The tendency of people reaction

about redemption of Promo SMS

Q8

Survey Result

Reaching more targetaudience in 2015 with Telkomsel

THANK YOU

Digital Advertising Group © 2015