E-commerce startups are still focussing marketing efforts in conventional media such as TV
Indonesian TV advertisement research company Adstensity released a report of top ten e-commerce companies who are spending the biggest budget for TV commercials in 2015, with online marketplace Tokopedia and online ticket-booking platform Traveloka scoring top places.
Tokopedia reportedly spent IDR559 billion (US$40.2 million) for its TV commercials in the second quarter of 2015, while Traveloka spent IDR553 billion (US$39.8 million) for TV ads.
In the general top ten list of companies that were the biggest spenders in TV advertisement last year, the two startups placed in ninth and tenth position, with FMCG and cigarette companies scoring top positions.
As reported by Indotelko, Indonesian e-commerce companies reportedly spent in total IDR 1,792 trillion (US$129 million) for their advertising last year.
“With competition getting tougher between these brands, in the next year we can expect e-commerce companies’ advertising budget to rise,” said A. Sapto Anggoro, CEO of Sigi Kaca Pariwara, umbrella company of Adstensity.
The list was made based on records of all existing TV commercials aired on 13 national television channels in Indonesia. The research company then calculated the value based on published rates and ad volume.
Tokopedia is often dubbed as Indonesia’s own unicorn after it received US$100 million in funding in 2014.
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