Indonesian consumers exposed to CTV ads are 2.4x more likely to consider a brand: study

Indonesia — Connected TV (CTV) is becoming one of the most effective channels for influencing consumer decisions in Indonesia, with viewers exposed to CTV advertising found to be 2.4 times more likely to consider a featured brand.

The findings come from a joint research study by Dentsu Indonesia, CTV Scale, and YouGov, titled, “Connected TV. Connected Growth: The Screen That Sells,” which evaluated a high-frequency purchase category to show how CTV advertising directly boosts brand awareness, consideration, and purchase behavior.

Based on the findings, Indonesian consumers exposed to CTV campaigns were also 2.1 times more likely to have used the advertised brand within the previous three months and 1.7 times more likely to choose it as their primary brand.

The findings reflect changing viewing habits across Indonesia, where Smart TVs are now a daily staple, which over 75% of respondents use them daily while more than 90% stream content via connected television platforms.

As viewing increasingly shifts to prime-time streaming on larger screens, brands are gaining access to audiences in a more focused and less distracted environment compared to scroll-based digital platforms.

The study also found that creative effectiveness plays a major role in campaign performance, with consumers who correctly recalled the advertised brand being 3.5 times more likely to consider it than those who misattributed the ad.

This suggests that clear branding and memorable creative are becoming just as important as media placement in driving business outcomes.

Arun Raghav, Founder, CTV Scale (BE Global), commented, “The rapid adoption of Connected TV in Indonesia marks the end of the traditional line separating reach budgets from performance budgets. The living room screen now offers the absolute best of both worlds: the storytelling power of television combined with the precise targetability of digital media.”

“The opportunity for brands is immense, provided they evaluate the medium through the right lens. We are enabling advertisers to transition seamlessly into this new era of TV  advertising,” Raghav concluded. 

CTV also ranked among the strongest channels for advertising awareness, with recall rates ranging between 46% and 52%. At the same time, 67% of viewers described Smart TV advertising as effective, while 68% said it was non-intrusive.

The findings point to a growing opportunity for brands to use CTV as more than a reach channel. Instead, it is increasingly positioned as a platform capable of driving consideration, trial, and brand preference through premium storytelling and high-quality audience attention.

Ahmad Ghozali, Research & Analytics Director, Dentsu Indonesia,  shared, “Brands must understand what our data and a moment like this are really telling them about their audience, and build their whole brand strategy around it. CTV has proven to be a premium environment, and that demands a premium standard of brand storytelling.” 

As Smart TV ownership continues to grow across Indonesia, the research highlights a broader shift in how brands may need to evaluate media effectiveness, focusing less on impressions alone and more on the quality of attention and its impact on consumer behaviour.