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More digital spending needed to target youths
Brands in the country should allocate more of their budget to digital media in order to reach younger demographics, a researcher says
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Thanks to video-sharing websites like YouTube, you can easily learn anything for free from the comfort of your own home. (Shutterstock.com/Maxxa Satori)
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rands in the country should allocate more of their budget to digital media in order to reach younger demographics, a researcher says.
Kantar TNS Global Head of Communications Research Anne Rayner said 51 percent of video content in Indonesia were watched through digital media rather than on TV. Although TV was still popular among 35 to 45-year-olds, the younger generation watched less TV and spent more time viewing online media.
She said the younger generation were spending less time watching TV. Therefore, if brands wanted to target young customers, they had to spend more on digital advertising.
"We are putting too much weight on TV, even though digital media is becoming increasingly important," Rayner told The Jakarta Post in Jakarta on Friday.
She said brands should utilize digital channels both for sales and consumer engagement. Consumers should be able to buy the product through e-commerce and the brand should constantly communicate to them through social media.
"Today's youths do not want to sit passively, as they get more connected they expect the brand to be equally connected," she said. (evi)
