ASEAN KEY DESTINATIONS
Marketplaces spend Rp 4.97t for ads; retailers Rp 546b
Advertising monitoring agency Adstensity has revealed that the advertisement spending of marketplace companies reached Rp 4.97 trillion (US$342.57 million) as of Dec. 16.
It says the figure would likely hit Rp 5 trillion by the end of 2018 because companies usually spend more during the Christmas and New Year's Eve holidays.
Bukalapak spent Rp 813.78 billion, the largest spender, followed by Shopee (Rp 765.11 billion), Traveloka (Rp 459.87 billion and Tokopedia (Rp 395.23 billion).
“An average spending per point at Bukalapak reached Rp 45.62 million higher than the Shopee average spending per point, which was at Rp 31.11 million,” said Adstensity CEO A Sapto Anggoro on Thursday.
Meanwhile, the spending of retail businesses in the same period reached only Rp 546 billion as retailers anticipated the new shopping style through online platforms, he said as quoted by kontan.co.id.
Sapto said the top retail advertising spenders were Transmart, IKEA Alam Sutera, Matahari, Depo Bangunan, Ramayana and Giant.
As the largest spender, Transmart spent Rp 232.49 billion, followed by IKEA Alam Sutera (Rp 135.88 billion), Matahari (Rp 82.54 billion), Depo Bangunan (Rp 30.15 billion) and Ramayana (29.52 billion), the agency said.
Meanwhile, receiving Rp 761.42 billion for ads from marketplace companies, RCTI become the top beneficiary, followed by Indosiar (Rp 761.42 billion) and SCTV (Rp 584.07 billion).
Meanwhile, Trans7 was the top beneficiary of ads from retail businesses (Rp 143.70 billion), followed by Trans TV (Rp 124.62), SCTV (Rp 49.88 billion) and RCTI (Rp 42.70 billion).
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