Internet penetration in Indonesia is getting higher. Higher penetration will move more people’s activity from offline to online (Internet of Things). Marketing approach would need to adjust through which medium marketing message best deliver toward consumer daily life. If we observe, our marketers actually have tried several internet medias ranged from social medias to content sites such as Youtube. In this survey report we’ll talk alot about Youtube Advertisement and how JAKPAT survey might capture the respondent response toward the ads.

How Youtube Ads can engage consumer best?

JAKPAT conducted a survey of 2354 respondents. The survey was conducted for 3 hours on December 20, 2014 on the web-platform JAKPAT.

87.3% respondents stated often access the content on Youtube. From these respondents, we try to identify how they respond to certain types of ads that they encounter when they access content on Youtube.

Youtube Banner Ads vs. Consumer

Responding to appearance of Youtube Banner Ads while they’re streaming, 68.18% of respondents stated immediately closed (click close) Banner Ads. While 27.49% of respondents said only shut the banner when you watch a video with a long duration. The rest did not shut Banner Ads.

Youtube Video Ads vs. Consumer

Then we also asked respondents to Youtube ads in the form of Video Ads. The survey results stated that 66.28% of users directly click the button Skip Skip video when it appears in the ad. And a large enough percentage of 29.44% of respondents stated that waiting a few seconds after the Video Ads run before determining click Skip or not. The rest do not click Skip altogether.

Last Video Ads to remembered

We asked them an Open Ended question on what is the last Video Ads they watched while streaming on Youtube. Though 16.64% stated none, but some top answers also reveal that respondents remembered some of Youtube Video Ads mostly from Berniaga, OLX, Line and Unilever, Pantene, Aqua, Dove. Below are 10 Top answers content analyzed by JAKPAT from our Open Ended Question.

Then we also asked what factors make the users to watch video ads til the end. 38.3% because of there is a funny story in the video, 20.44% due ads are derived from products needed both now and later, 15.23% because the story is touching

Importance of First 1-5 Seconds
From the survey we can know that either in the form of banner ads and Video Ads first seconds when consumers accessing the content is the most important moments. With media Banner Ads you only have 1-2 seconds to send a visual message to the consumer. Compared to Banner Ads, respondents shows more positive response to the Video Ads as for Ads resistance (click close or skip) tends to be lower.

However, the key remains how we can make a WOW impression in the eyes of consumers in the first 1-5 seconds.

Awareness, Engagement or Action?

How marketers can take advantage of both the media? First, marketers must identify the purpose of the ad campaign that will be carried out. Whether the campaign was made to bring brand awareness and brand association in the minds of consumers so that when consumers need the products consumers will search for the brand (brand recall). Or Is the end goal isdirect sales / Sales. And then marketers also must identify whether the brand brought in the campaign is a well-known brand or a new one.

For Banner Ads marketers have time shorter and narrower visual space than video Ads. Text message with visual contrasts strongly recommended when using Banner Ads. Banner Ads is more suitable for use by well-known brand that is to the point want to stimulate action to consumers.

For Video Ads, from the results of the survey , if we can get consumer a special impression toward the content of our Video Ads ( feeling funny our touching ) or and we can get the fit between our Video Ads and needs of consumer that targeted within the ads we can make them watch our Video Ads longer and deliver more marketing message. Make sure the message is conveyed in the first 4-5 seconds. Importance of popular person or handsome or pretty person resulted only 12.00% compare to 38% of Funny or 15%+ Touching content. And from the Open Ended survey result we might see also that Berniaga and OLX Video Ads get top of mind of last video ads remembered by our respondents.

In which if we saw the latest Video Ads of Berniaga they make a funny appearance of Berniaga boys who helps families, moms, or even random people to replace their old stuff to the new one by selling the old ones to Berniaga.

https://www.youtube.com/watch?v=slN_Qxg6VKQ

While OLX Ads just use normal person who tells funny stories how they got mocked or sad because of their old stuff. And through this very video short they ask viewers to sell the products they need if we do have the good but unused ones.

https://www.youtube.com/watch?v=j_I1x6PD6UI

Both Video Ads are two examples of how even if they don’t use popular or handsome or beautiful people, the ads can still be top of mind of respondents. Though we must also compare how many traffic they bought in this ads so they may dominate.

Identity Over Laugh Only

Another important thing, although 55% of respondents remembered that last video watched is about a product but only 29% are still remember which brand represented in the ads. What might happened is that respondent knows that the Ads talks about a soap, but forgot what brand of soap.

When designing the content, in addition to focusing on the funny or touching story please make sure the story shows strong brand identity. The existence of a jingle that mention the brand could be the tips to make people remember the brand what is in the Video Ads like what Berniaga boys do.

For more detail you can download XLS report at the button below. JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gendr,age range, locationby province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.

Click the icon to download XLS 

Here is the PDF of the survey result:

http://www.slideshare.net/anggitut/youtube-ads-vs-your-habit-survey-report

If you’re interested to do survey on retail and consumer goods field toward our respondents, we have over 23,000 mobile respondents ranged from age 17-50 years old, smartphone active users, and located in all regions of Indonesia that has installed our app and readily answering your survey.

Those 23,000 respondents has been verified, profiled, and continuously tracked to make sure you get the updated profiles of them. Our respondents has been profiled based on their demographic (age,gender,location, spending level, profession,religion), lifestyle habit (smoking/non, gamers/non, wearing glasses/non, frequent flyer/non, online shopper/non), and also brand consumption level ( brand A users, brand B users in FMCG, Retail, E-commerce,etc). 

If you want to do research toward our respondent, please signup here and directly create your survey there. Or directly contact our Bizdev – Chrisprastika at +62-878-3908-9833. To non-Indonesian client, we offer free translation from foreign languages includes English, Chinese,Hindi,etc. 

Currently, there are so many ways to communicate with customers. While people visiting our website, we’re trying to keep their track so we can know if they are potential or not to be our next buyer or even customer. Normally, companies or brands just send email and see what’s happen next. But now, keep customers subscribed and engaged at every point of the topic cycle personally via SMS seems more promising. There is a research says that SMS has 98% rate open and 8x more effective at engaging customers.

Improve company or brand’s performance by sending SMS which can communicate two ways with consumers can increase customer satisfaction and grow sales. But what exactly customers think about SMS as customer service for them?

JAKPAT conducted a survey towards 815 Indonesian respondents about this matter. We want to know if companies or brands in Indonesia has sending SMS to communicate and what is respondent’s feedback about that.

Surprisingly, 86,38% respondents admitted has received any SMS from any company or brand while 13,62% respondents hasn’t received it yet.

From graph above, we can see that there is only a small gap between those who expect to never received SMS from companies and those who expect to receive SMS just 1 or 2 times per week. Meanwhile, just few respondents expect to receive maximal SMS 5 times per week. It portrays how respondents actually wants to receive SMS from companies or brands but have tolerance to receive it in minimum times to avoid spam messages.

We compare between female and male respondents about their feeling to communicate with company using SMS as their customer service support. We can see that female respondents majority feels uncomfortable while male respondents feels otherwise.

When we provide some choices to do when they find any problem about any brand or company, almost half of total respondents will call customer support because they don’t like sending text message in an urgent situation. Well, most customers seems wants a quick way to solve their problem and SMS looks unpromising (related to who will read it or how long it will be read).

Those answers can be seen more specific on this slideshare below:

For more detail you can download XLS report at the button below. AKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gendr,age range, locationby province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.

Click the icon to download XLS report

If you’re interested to do survey on retail and consumer goods field toward our respondents, we have over 23,000 mobile respondents ranged from age 17-50 years old, smartphone active users, and located in all regions of Indonesia that has installed our app and readily answering your survey.

Those 23,000 respondents has been verified, profiled, and continuously tracked to make sure you get the updated profiles of them. Our respondents has been profiled based on their demographic (age,gender,location, spending level, profession,religion), lifestyle habit (smoking/non, gamers/non, wearing glasses/non, frequent flyer/non, online shopper/non), and also brand consumption level ( brand A users, brand B users in FMCG, Retail, E-commerce,etc). 

If you want to do research toward our respondent, please signup here and directly create your survey there. Or directly contact our Bizdev – Chrisprastika at +62-878-3908-9833. To non-Indonesian client, we offer free translation from foreign languages includes English, Chinese,Hindi,etc. 

Nowadays, Indonesian smartphone industry has entering global competition. Becoming one of smartphone top brand in Indonesian smartphone market is an achievement which can make a higher opportunity to stay. Smartphone industries are competing through innovation to maintain their brand-loyal smartphone customer base. Investment in features and extended ecosystems are an attempt to prevent customers from jumping ship.

This year, Samsung Electronics Co Ltd utilizing their old factory in Bekasi to start produce their mobile phone product in Indonesia. Meanwhile lately new smartphone brand, Xiaomi, showing up and has become center of attention at one of big e-commerce in Indonesia. The Xiaomi trend leads smartphone industry competition increase in Indonesia based on consumers viewpoint. So how exactly smartphone brand can be maintained in their consumer’s mind?

JAKPAT made a survey related to consumer’s attention about some smartphone brands through their existence in Indonesia. This survey is participated by 2295 respondents from JAKPAT User that at that time were using smartphone.

Firstly, we asked what smartphone brand that popped up first in respondent mind when they heard about smartphone brand category. Above is the most answer content analyzed from JAKPAT open ended question shown in Slideshare.

We also asked them about smartphone brand they using. The result shown in graph above. We can see that Samsung is the most used ones followed by Sony, Lenovo, then LG, while iPhone ranked 7th.

Then we asked about respondent plan to change their smartphone and buy a new one. 46,16% respondents admitted will buy it in a year, 11,63% respondents will buy in the next six months, 8,89% respondents will buy in the next three months, and 4,16% will buy a new smartphone next month. Only slightly below 1% respondents decide to buy it tomorrow (0,95%) and next week (0,82%).

When we asked about a smartphone brand they wish to buy, same as the result that shown in graph above, respondents mostly answer iPhone followed by Samsung then Sony. Meanwhile, the new trending, Xiaomi, ranked 5th.

The next question is questioning respondent’s valuation about their smartphone. We compare it between male and female respondents.

We can see that most answers are in scale 4, and male tends to be more satisfied with their current smartphone compare to female.

For more detail you can download XLS report at the button below. AKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gendr,age range, locationby province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.

Click the icon to download XLS 

If you’re interested to do survey on retail and consumer goods field toward our respondents, we have over 23,000 mobile respondents ranged from age 17-50 years old, smartphone active users, and located in all regions of Indonesia that has installed our app and readily answering your survey.

Those 23,000 respondents has been verified, profiled, and continuously tracked to make sure you get the updated profiles of them. Our respondents has been profiled based on their demographic (age,gender,location, spending level, profession,religion), lifestyle habit (smoking/non, gamers/non, wearing glasses/non, frequent flyer/non, online shopper/non), and also brand consumption level ( brand A users, brand B users in FMCG, Retail, E-commerce,etc). 

If you want to do research toward our respondent, please signup here and directly create your survey there. Or directly contact our Bizdev – Chrisprastika at +62-878-3908-9833. To non-Indonesian client, we offer free translation from foreign languages includes English, Chinese,Hindi,etc.