Nielsen has launched the first syndicated outdoor measurement system for the Indonesian market.
In partnership with local research firm Fractal, Nielsen is to offer clients effectiveness data, media monitoring, audience profiling, competitor analysis, and location selection and budgeting advice for advertising on what is Indonesia’s third largest medium after television and print.
Agus Nurudin, MD of Nielsen Indonesia, said: “Outdoor advertising is commonly perceived as a high investment media because of the extra effort required to implement and the lack of metrics on its effectiveness. Having greater clarity around outdoor advertising will help advertisers make more informed decisions on their advertising investments.”
Reza Sjarief, MD of Fractal, called the partnership a “milestone” for the outdoor ad industry in Indonesia.
”We are the first in Indonesia to provide a syndicated out of home media measurement,” he said. “Advertisers have been questioning about the competition, location, audience and investment for their outdoor strategies. That is what we are here for today, and together with Nielsen we are committed to deliver our best services to help our clients win with better outdoor media strategy.”
According to Nielsen, outdoor media penetration in Indonesia is 52%, the second highest penetration level behind TV. More than two thirds of Indonesians (67%) go out on weekends and weekdays, and 25 per cent of their time is spent out of home.