The Trade Desk Announces Strategic Partnership with RCTI+ and IndiHome

The Trade Desk (TTD) announces a strategic partnership with two local OTT platform, namely RCTI+ and IndiHome. Through this partnership, his party seeks to encourage the development of the local OTT ecosystem in Indonesia through services programmatic advertising.

For your information, The Trade Desk is a technology company based in the United States that offers services inventory advertisements for various websites, applications, podcast, and platforms streaming Over The Top (OTT). In addition to reaching a wider audience, this service also allows marketers to get reports and insight from campaign which is conducted.

Country Manager of The Trade Desk Indonesia, Florencia Eka, said that currently there are not many services that offer similar services in Indonesia. It can be said, The Trade Desk became a pioneer with this model. “We want to educate the importance of [marketing through] Connected TV (CTV) for marketer," he said at a virtual press conference.

Florence admits technological developments have changed the way people behave digitally. These changes also have an impact on the way people consume content from offline ke online. With the occurrence shifting In this regard, we see an opportunity for advertisers to reach audiences through devices and connect with journey them on digital platforms.

According to him, marketing with a linear TV model is considered to have a weakness in determining a precise target market. Linear TV is a traditional concept of advertising in which the audience watches a scheduled TV program as it is broadcast and is channeled through channel the original.

Meanwhile, marketing through Connected TV (CTV) can reach viewers based on content preferences, audience profiles, and not just when the event is broadcast. Marketing via CTV is considered more precise because it is supported by the power of data.

In addition, he also assessed that global marketing trends were starting to move towards OTT and VTC where their adoption grew significantly during the Covid-19 pandemic. Adopting this model will accelerate marketing acceleration from traditional TV to internet TV.

“This partnership offers accuracy and precision so that marketer can avoid wasting the budget. This service is also more efficient because they don't have to call, negotiate, or get invoice one by one. Marketer You can miss new opportunities if you only focus on old models and focus on social media," he said.

As is well known, RCTI+ is a MNC Group's OTT platform, which owns a television network free-to-air MNC, RCTI, Global TV, and iNews. Meanwhile, IndiHome is an IPTV provider owned by the state-owned telecommunications operator, Telkom Group.

"Our service can help advertisers to reach 3,6 million IndiHome users and 14 million potential viewers in more than 300 cities in Indonesia, as well as more than 30,5 million monthly active users of RCTI+."

Indonesian likes streaming

On this occasion, The Trade Desk also presented the results of research conducted with Kantar. This report states, the Indonesian people streaming OTT content nearly three billion hours per month. This finding makes Indonesia the most watched OTT country in the Southeast Asia region.

Not only that, this report reveals that Indonesian consumers are the most tolerant of advertising. 95% of viewer respondents watch ads to enjoy free content, and 66% say they remember the brands, products, and advertisements they saw.

This is also reinforced by the findings Integral AD Science (IAS), a pioneer in providing digital advertising verification, revealed that the majority of Indonesian consumers who use CTV show a new behavior, which is getting used to watching free content interspersed with advertisements.

This indicates that there is a great opportunity in OTT/CTV for marketer. The reason is, this report reveals, the opportunity to reach audiences more quickly actually occurs on the platform open internet (62%). Platform examples open internet including CTV/OTT (Viu, Vidio, Iflix), Video (dailymotion), Audio (Spotify, JOOX), Display (detiknetworl. KLY), Native (triplelift). Meanwhile, 38% of social platforms, such as Facebook, YouTube, and Instagram.