Adplus Changes Name to FSN Indonesia, An Effort To Support Parent Company IPO This Year

Digital marketing platform developer Adplus today (17/2) announced rebranding to become an Indonesian FSN. To DailySocial, CEO Yazid Faizin told the strategic plan behind this action.

As you know, in 2015 Adplus acquired by Seoul-based marketing company Yello Digital. Then at this time Yello Digital has also been acquired by FSN (Future Stream Network), making the "Yellow Digital Marketing" brand changed to FSN Asia.

FSN Asia plans to conduct an IPO this year in Singapore. To support the company's action, Adplus was decided to change its name to FSN Indonesia. Apart from here, the FSN network already exists in several other countries, including South Korea, China, Thailand, Vietnam, Singapore and Taiwan.

Yazid also emphasized that after the company name change, the operations and ranks of the Indonesian FSN team did not change. Even with the managerial, it is still running as usual.

Adplus (PT Adplus Digital Solusindo) was founded in 2012. Apart from Yazid, there are also co-founder the other is Pandu Wirawan who now serves as COO. They have accommodated more than 5 billion impressions through thousands campaign and claims to continue to grow financially.

Introduce new product

Although the potential value of digital marketing in Southeast Asia will reach US$2,6 billion by 2023, the FSN Indonesia team realizes that the business landscape has changed. Nowadays, technological innovation really needs to be put forward, in order to be able to provide the good performance that clients demand -- no longer just awareness and engagement.

“Adplus has been known as a company ad-network focusing on the local market, today we decided to do a refresh with brand as a global company with several cutting-edge advertising technology products,” said Pandu Wirawan.

With its new brand, Indonesian FSN also introduced several of its newest products, including Adfluencer, an data driven platform to do planning and monitoring campaign from Key Opinion Leader (KOL). Then there is also Cooan, to answer the request brand who want the performance of campaigns run using crowd-sourcing from micro influencers.

There are also several other advertising products such as SociAR and Game Streamer Network. Both are technologies and networks focused on maximizing brandexperience on social media.

“We want to be known as a company that leads innovation in the digital marketing affiliated with global companies,” said Yazid.

Adtech in Indonesia has not produced optimal results

In Indonesia, in the advertising technology (adtech) landscape, Adplus is dealing directly with several players such as Adskom, AdAsia, AnyMind, SpotX and so on. Although from various statistics the business potential is always displayed high, but according to Tagtoo team also working in a similar landscape, the sector is full of challenges and has not been quite optimal in terms of business so far.

There are three things that cause it. The first is about adtech in Indonesia, which is still fragmented. Then the second, there is a gap regarding digital marketing in the practice arena. And thirdly, immature infrastructure is still holding back industrial progress. In Indonesia, there has not been a major adtech player in the field of programmatic advertising that has gained a significant market share because Indonesia has shifted its growth focus towards the digital economy.