Tag: Indonesia

Indonesia – PT Lippo General Insurance Tbk (LGI), a general insurance provider in Indonesia, has introduced MyGo+, a telematics-driven mobile app that promotes safer driving habits through real-time data analysis and rewards.

MyGo+ tracks real-time driving data to promote safer habits, rewarding users for responsible driving and supporting Indonesia’s road safety efforts.

The app helps drivers build safer habits by analysing data like distance travelled and acceleration. It generates driving scores, which convert into reward points redeemable for vouchers. Users can also join monthly challenges for extra rewards.

The app is available to all drivers, not just LGI policyholders. Users can also access discounts and benefits when purchasing LGI insurance products.

Ricky Choi, vice president and director of PT Lippo General Insurance Tbk, said, “MyGo+ is a transformative step in blending technology with customer engagement. It promotes safer driving and offers meaningful rewards, benefiting both users and our continuous innovation efforts. This app marks a major milestone in our journey to become a digital leader in the insurance industry, and we look forward to introducing even more innovations in the future.” 

MyGo+ is LGI’s first digital innovation since joining Hanwha Life Insurance in March 2023. Aligned with Hanwha’s vision for digital financial services, the app uses AI and machine learning to improve driving data accuracy, minimising errors from road conditions and network issues.

Context-driven advertising strategies are reshaping the way brands connect with their audiences, ensuring campaigns resonate in environments that amplify their message. Programmatic advertising, long heralded for its precision and scalability, is evolving beyond basic targeting to embrace the nuances of context. 

By aligning ads with content that complements a brand’s identity and objectives, advertisers can achieve a deeper, more meaningful engagement with consumers. As audiences grow increasingly savvy, context becomes a critical differentiator, bridging the gap between delivering ads that disrupt and those that add value.

For marketers and advertisers, embracing context is no longer optional; it’s necessary to foster trust, safeguard reputation, and drive results that resonate. As the industry moves forward, the ability to align messaging with the right environment will be pivotal for navigating the complexities of the digital advertising ecosystem.

In this case study, we explore how Samsung and Mindshare Indonesia sought cookieless solutions via Integral Ad Science’s (IAS) Context Control Targeting product to propel Samsung’s programmatic campaign goals while prioritising budget efficiency.

The Challenge

Despite Samsung Galaxy Z Flip 4 and Z Fold4 achieving stunning results in 2022, Samsung Indonesia recognises that reaching its core Gen MZ target audience will be more challenging in 2023 due to the fast-paced environment and evolving consumer behaviour. Samsung has consistently employed sophisticated targeting strategies, incorporating first-party data with retargeting, maintaining a presence with premium publishers, and utilising keyword targeting.

The Objective

Samsung aims to launch its latest foldable phone and use programmatic advertising to target Gen MZ precisely, particularly during the sustenance phase of the campaign. Applying lessons from previous campaigns, Samsung adopted a more granular targeting approach for the new foldable phone. This is to ensure the delivery of relevant messaging to the target audience while simultaneously improving efficiency in terms of quality website traffic by 20%.

The Solution

As Samsung’s campaign transitioned from awareness to performance, the focus shifted to driving quality traffic and conversions. Display advertising, representing 12% of the budget and executed programmatically, emerged as a key driver of high-value site visits. 

To maximise the effectiveness of this channel, Samsung implemented IAS’s contextual targeting with sentiment detection. This technology layered an additional level of precision, enabling Samsung to refine its audience targeting beyond traditional methods like DSPs, DMPs, Floodlight, and PMPs. 

IAS’s predictive science pre-screens and categorises pages using emotion & sentiment analysis, enabling the brand to target the most desirable and relevant content.

To drive campaign efficiency, Samsung implemented a three-layered optimisation strategy within programmatic display and its targeting setup. This strategy encompassed audience segmentation, budget allocation, and creative optimisation.

  1. Audience Level: In addition to standard DSP audiences, floodlight, and PMP, Samsung leveraged third-party audiences through IAS’s contextual targeting with sentiment detection. This included segments like:
    1. Consumer Electronics – Samsung 
    2. Consumer Electronics – Smartphones, Tablets
    3. Consumer Electronics – Wearables
    4. Tech Enthusiasts
  2. Budget Optimisation: Budgets were dynamically adjusted based on weekly performance. DSP audience budgets were reduced and reallocated to resources directed towards higher-performing third-party audiences by almost 66%.
  3. Contextual Relevance and Asset Optimisation: To maximise impact, Samsung prioritised contextual relevance and optimised asset size for message delivery. 

This three-layered approach provided Samsung with detailed metrics on inventory quality, traffic quality, and click-through rates. The contextual targeting layer offered deeper insights into page sentiment and emotion, enabling more precise campaign alignment. This cookieless targeting strategy fostered confidence and provided valuable data to drive superior campaign results.

The Results

The campaign was able to drive efficiency for Samsung Indonesia. Testing new audience targeting delivered 57% lower cost per quality traffic, 300% higher CTR, and 65% lower cost per click compared to the second-best targeting alternative. 

  • Volume of measured impressions: 39 million impressions 
  • 300% higher CTR than the next best-performing line item (data hub)
  • 57% cheaper cost per marketing visit compared to the next best-performing line item which is PMP Premium Publisher

IAS’s contextual targeting solution managed to deliver the ads to the relevant content, which aligns with research showing that relevant ads have higher receptivity, favorability, and memorability for the audience. This means that the audience will tend to interact more with the ad, giving Samsung ads a higher chance of being clicked. This resulted in higher traffic and quality traffic for Samsung. 

Post the campaign, IAS’s analysis found that the contextual targeting managed to deliver the best results, across all media metrics: CTR, cost per visit, cost per quality traffic, and even cost per add-to-cart.

Kuala Lumpur, Malaysia – Axiata Group Berhad and Sinar Mas have jointly announced the signing of two Letters of Intent (LOIs) to explore and advance a series of strategic collaborations at a ceremony graced by Malaysian Prime Minister Dato’ Seri Anwar Ibrahim and His Excellency Prabowo Subianto, the President of Indonesia, at the Petronas Twin Towers in Kuala Lumpur.

The first LOI lays a robust foundation for progressing detailed discussions outlining specific projects and initiatives that drive further collaboration around potential synergies in Malaysia, Indonesia, and Southeast Asia. 

Meanwhile, the second LOI reaffirms Axiata’s and Sinar Mas’s various commitments set out in the definitive agreements jointly announced on 11 December 2024 to progress the proposed merger of PT XL Axiata Tbk, PT Smartfren Telecom Tbk, and PT Smart Telcom to form PT XLSmart Telecom Sejahtera Tbk, to known as XLSmart in Indonesia.

Leveraging their respective telecommunications ecosystems, Axiata and Sinar Mas aim to explore opportunities to unlock value for stakeholders in several high-growth areas, including advanced 5G solutions, enterprise services, digital infrastructure, and fintech innovations. Ultimately, these potential advancements stand to support digital transformation initiatives across the region.

Under the scope of the first LOI, Axiata and Sinar Mas will jointly conduct detailed market analyses, evaluate competitive landscapes, and identify unmet demand across priority markets. Both companies will assess core competencies within their respective ecosystems to prioritise opportunities and define optimal operating models to effectively capture market potential. 

The parties also intend to facilitate strategic partnerships to incubate new businesses and solutions, ensuring alignment with national and regional digital economy agendas.

Meanwhile, the merger remains subject to regulatory and shareholder approvals, as well as customary closing conditions. Assuming all approvals and conditions are met, completion is expected in the first half of 2025. All material updates regarding the merger will be communicated through official channels, including exchange announcements, regulatory disclosures, and respective company websites.

Vivek Sood, group chief executive officer at Axiata Group, said, “These Letters of Intent with Sinar Mas represent a pivotal step in advancing regional collaboration to shape Southeast Asia’s next wave of digital transformation and advance services in high-growth areas. By deepening and reaffirming our ongoing partnership with Sinar Mas, we aim to harness the transformative potential of 5G, enterprise solutions, and digital infrastructure to drive sustainable economic growth and bridge the digital divide across Malaysia, Indonesia, and beyond.”

He added, “We deeply appreciate the steadfast support of the governments of Malaysia and Indonesia, whose forward-looking policies on connectivity and digital inclusion have set a strong foundation for such partnerships. By aligning our shared ambitions with national and regional digital economy agendas, we are laying the groundwork for a vibrant and inclusive digital ecosystem that delivers transformative services, empowers businesses, and enriches lives.”

Meanwhile, Franky Oesman Widjaja, chairman of Sinar Mas Telecommunications and Technology, commented: “These two Letters of Intent signed today with Axiata represent an exciting chapter in our shared mission to accelerate Malaysia and Indonesia’s digital transformation. We are confident in our ability to unlock synergies, deliver long-term value for stakeholders, and make a meaningful impact on the region’s digital economy by enhancing connectivity, fostering innovation, and empowering businesses and communities.”

“Sinar Mas is keen to collaborate with Axiata to explore new innovative opportunities while supporting Malaysia and Indonesia’s vision of a thriving and inclusive digital economy. Together, we aim to set a benchmark for regional collaboration, creating a more interconnected and prosperous future.”

Indonesia – SMBC Indonesia, formerly BTPN, has unveiled a new commercial in collaboration with Ogilvy Indonesia and Seven Sunday Films, marking its brand transformation while highlighting themes of progress, innovation, and inclusivity.

The new commercial is more than just an announcement—it’s a bold statement of intent. It highlights SMBC Indonesia’s mission to empower all Indonesians, from entrepreneurs and businesses to individuals striving for a brighter future.

Directed by Seven Sunday’s RLV, the film uses symbolic imagery to vividly capture the evolution of SMBC Indonesia, ensuring the message resonates on a deeper, more emotional level.

“This project was about more than just a rebrand. It was about evolution, about carrying forward the trust and legacy of BTPN while introducing a new era of possibility. Every shot was crafted to symbolise progress, resilience, and the limitless potential its customers possess,” RLV said. 

With the launch of SMBC Indonesia, the brand entered a new phase, redefining its role as a modern financial institution. The rebrand marks a significant step toward the future.

Afeeq Nadzrin, executive producer at Seven Sunday Films, commented,  “The transition from BTPN to SMBC Indonesia is a defining moment. Our goal was to blend storytelling with innovation, delivering a piece that not only informs but inspires.”

“As SMBC Indonesia embarks on this new chapter with advanced financial solutions and a renewed focus on empowering communities, the bank is ready to support the country in navigating the ever-evolving economic landscape. The campaign is a bold declaration that SMBC Indonesia is here to shape the future,” added Nadzrin.

Indonesia – Databricks has announced its entry into the Indonesian market as part of a broader strategy to expand its presence in the ASEAN region, driven by over 70% annualised growth over the past three years.

Databricks’ entry into Indonesia marks a key step in expanding its presence in the ASEAN region. This move aims to help more Indonesian businesses unlock the full potential of their data and AI capabilities.

As part of its entry into Indonesia, Databricks has strengthened its partnership with Amazon Web Services (AWS). This collaboration will make the Databricks Data Intelligence Platform available in the AWS Asia Pacific (Jakarta) Region through AWS Marketplace, starting in early 2025.

Indonesian businesses can now harness advanced features like faster custom model development using Databricks Mosaic AI on AWS Trainium chips. This enables them to pretrain, fine-tune, and deploy large language models (LLMs) on their own data with better cost efficiency. Enhanced AWS Marketplace integrations also make it easier to adopt Databricks, allowing companies to scale generative AI applications while retaining full control over their data and intellectual property.

“We’re thrilled to support Databricks’ expansion into Indonesia, which reinforces AWS’s IDR$71 trillion investment in the AWS Asia Pacific (Jakarta) Region. By building the Databricks Data Intelligence Platform exclusively on AWS in Indonesia, we are committed to supporting Databricks and our joint customers to securely manage data locally and drive digital and AI innovation that addresses industry needs,” said Kirsten Gilbertson, head for partner management for ASEAN at AWS.

Meanwhile, Cecily Ng, vice president and general manager of ASEAN and Greater China at Databricks, shared, “We’re excited to bring the Databricks Data Intelligence Platform to Indonesia by leveraging the reliability, scalability, agility, and security of AWS. This expansion reflects our commitment to not only deepen our footprint in the region but also help Indonesian enterprises unlock the full potential of their data through advanced analytics and AI-driven insights, enabling them to transform their businesses in an increasingly digital economy.” 

Indonesia – Indonesia’s antitrust agency has reportedly fined Google approximately 202 billion rupiah ($12.4 million) for engaging in unfair business practices concerning its payment system for the Google Play Store.

According to a Reuters report, the agency began investigating Alphabet Inc.’s Google in 2022 over allegations of abusing its dominant position by mandating Indonesian app developers to use Google Play Billing at higher rates than other payment systems, under the threat of removal from the Google Play Store.

The panel disclosed that the agency concluded Google had levied fees of up to 30% through its Google Play Billing system. 

The panel further stated that Google’s practices reduced developers’ earnings by driving away users and concluded that the company violated Indonesia’s anti-monopoly laws. The agency also highlighted that Google holds a commanding 93% market share in the country of 280 million people. 

A Google spokesperson stated that the company intends to appeal the ruling, emphasising its commitment to complying with Indonesian law.

“Our current practices foster a healthy, competitive Indonesian app ecosystem,” the spokesperson said, as quoted by Reuters.

Google previously stated that it had introduced a system allowing developers to offer users an alternative billing option. The company has also faced fines from the European Union for anti-competitive practices involving its price comparison service, Android mobile operating system, and advertising platform.

It is worth noting that Google encountered issues in Indonesia months earlier when sales of its Google Pixel phones were blocked. The company reportedly failed to comply with regulations requiring at least 40% of components in smartphones sold domestically to be locally manufactured.

Indonesia – PT Pertamina Retail (PERTARE) has forged a strategic partnership with PT Multipolar Technology Tbk, the technology and innovation arm of the Lippo Group, through a memorandum of understanding (MoU) aimed at advancing operational management and enhancing business ecosystem development.

This partnership is a key step for PERTARE in transforming its operations and business ecosystem. By adopting technologies from PT Multipolar Technology Tbk, including Starlink, SD-WAN, access points, and managed services, PERTARE aims to boost efficiency, enhance reliability, and improve customer experiences.

PERTARE’s president director, Zibali Hisbul Masih, highlighted the significance of the collaboration in strengthening all aspects of the company’s operations and business ecosystem.

Wahyudi Chandra, president director of PT Multipolar Technology Tbk, also noted that beyond IT and connectivity management, there are many other business opportunities to explore with companies under PT Lippo Karawaci Tbk—the real estate and property development arms of the Lippo Group. 

“We are very grateful for PERTARE’s openness to establishing further collaboration. From our side, we may be able to provide support through the information technology ecosystem. We certainly hope that after this ceremonial MoU signing, this partnership can be immediately implemented,” Chandra commented. 

The MoU was signed by PERTARE’s director of finance & general affairs, Mohammad Fitrawan Nur; PT Multipolar Technology Tbk’s president director, Wahyudi Chandra; and PT Multipolar Technology Tbk’s director, Jip Ivan Sutanto.

The signing ceremony was also witnessed by the boards of directors from PERTARE and Lippo Karawaci Group, including PERTARE’s president director, Zibali Hisbul Masih; commercial & operations director, Fedy Alberto; deputy chief executive officer of PT Lippo Karawaci Tbk, Marlo Budiman; CEO of PT Data Lake Indonesia, Nike P. Kosasih; and president director of PT Zup Loyalti Indonesia, Angkasa Perdana Putra.

PT Pertamina Retail, a subsidiary of PT Pertamina (Persero), manages retail fuel stations across Indonesia, offering gasoline, diesel, lubricants, and convenience store products. With a long-term goal of becoming a world-class national energy retail company, Pertamina Retail is committed to delivering top-notch service and supporting the country’s sustainability under its “Uniting Energy to Serve the Nation” mission.

Indonesia – The Indonesian government, through its communications minister, has revealed plans to introduce a regulation setting a minimum age for social media use, aiming to enhance child protection in the digital space.

According to The Jakarta Post, the Communications and Digital Ministry is drafting a regulation to impose age restrictions on social media use. However, Minister Meutya Hafid has not disclosed the specific age limit being considered for Indonesia. 

The report also highlighted that Minister Meutya’s remarks about the age restriction followed her discussion of the plan with President Prabowo Subianto.

“We discussed how to protect children in digital space. The president said to carry on with this plan. He is very supportive of how this kind of child protection will be done in our digital space,” Meutya said on a video posted on the YouTube channel of the president’s office. 

A key factor considered to be driving the proposed social media age restriction is Indonesia’s internet penetration, which reached 79.5% last year, according to a survey by the Indonesia Internet Service Providers’ Association. The survey revealed that 48% of children under 12 use the internet, with many accessing platforms like Facebook, Instagram, and TikTok, while 87% of Gen Z users (ages 12–27) are online.

The announcement of Indonesia’s proposed social media age limit follows Australia’s recent approval of a regulation banning social media access for children under 16.

Late last year, Australia introduced the ‘Social Media Minimum Age bill,’ requiring platforms such as Meta’s Instagram and Facebook, along with TikTok, to prevent minors from logging in or face fines of up to A$49.5 million ($32 million). The ban is expected to take full effect within a year, Reuters reported.

The Straits Times also reported that Singapore is considering age limits for social media to protect young users. Under the new Code of Practice for Online Safety, app stores are required to block children under 12 from downloading apps like Instagram and TikTok, which are rated for users aged 12 and above.

Indonesia – Cheil Indonesia has announced the appointment of Fajar NF as its new executive creative director, marking a significant move as the agency continues to enhance its creative leadership. 

As the newly appointed ECD, Fajar will spearhead Cheil Indonesia’s creative direction, overseeing the agency’s diverse portfolio while driving its mission to deliver innovative and impactful campaigns. His ability to blend creativity with data-driven insights will play a crucial role in enhancing the agency’s regional standing and ensuring its continued success in the competitive market.

With over 21 years of creative leadership at top-tier agencies across Indonesia, Fajar has crafted award-winning, culturally resonant campaigns for leading global brands. His impressive portfolio boasts prestigious accolades, including a Grand Prix at Citra Pariwara, multiple AdFest awards, and a Yellow Pencil at D&AD.

Before joining Cheil, Fajar served as senior creative director at Innocean Indonesia, where he worked with a diverse range of brands across sectors like technology, smartphones, automotive, banking, and FMCG, delivering campaigns recognised both locally and internationally. He also spent 14 years at Hakuhodo Indonesia, further honing his creative expertise.

Commenting on his appointment, Fajar said, “I am thrilled to join Cheil Indonesia at such an exciting time. This is an incredible opportunity to contribute to the agency’s legacy of creative excellence and develop campaigns that connect brands with audiences in meaningful ways.”

Joo Hwan Kim, president director at Cheil Indonesia, also shared, “Fajar’s appointment comes at a pivotal moment for the agency as we continue to expand and enhance our creative output. His expertise in crafting culturally impactful campaigns and his passion for innovation will be integral to our success as we look to elevate our creative offering and strengthen our position in the market.”

Indonesia – Indonesia-based e-commerce firm Bukalapak has revealed plans to phase out the sale of physical goods on its marketplace, redirecting its focus toward virtual products and digital services.

The company informed its users that they have until February 9, 2025, to place final orders for physical goods before the marketplace shuts down, Reuters reported.

Moving forward, Bukalapak will exclusively focus on offering virtual goods, such as mobile credits and internet packages, as well as services for paying electricity, water, and cable TV bills, among others.

Reuters highlighted that since its listing, Bukalapak has faced intense competition from Shopee and Tokopedia. 

In an official statement, Bukalapak explained that the decision to discontinue physical product sales was driven by market changes and increased competition, prompting an adjustment to its long-term strategy for sustainability and relevance. This plan was disclosed in an information disclosure announcement in October 2024.

“We want to emphasise that this change is a necessary step to focus on business lines with higher growth potential that we have been developing,” the company said. 

Bukalapak assured users that despite the shift in product focus, the Bukalapak Marketplace platform—including its app, website, and Mitra Bukalapak services—will remain fully operational and accessible for existing services.

The company further emphasised its strong financial position, backed by solid cash reserves, and clarified that discontinuing physical product sales on the Bukalapak Marketplace will not significantly impact its revenue.

“Bukalapak is committed to supporting sellers in adapting to this change. We are providing various guides and resources to help sellers ensure a smooth and secure transition…We also value the trust that customers have placed over the years and will ensure that customer rights are upheld until the end of the transition process,” the company stated.