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Jakarta Post

Indonesians prefer comedy ads on YouTube

  • Anton Hermansyah

    The Jakarta Post

Jakarta   /   Sat, January 16, 2016   /  06:02 pm
Indonesians prefer comedy ads on YouTube YouTube red: Robert Kyncl, YouTube Chief Business Officer, speaks about music as YouTube unveils "YouTube Red," a new subscription service, at YouTube Space LA offices Wednesday. (AP/Danny Moloshok) (AP/Danny Moloshok)

YouTube red: Robert Kyncl, YouTube Chief Business Officer, speaks about music as YouTube unveils "YouTube Red," a new subscription service, at YouTube Space LA offices Wednesday. (AP/Danny Moloshok)

Comical video-streaming advertisements have become more popular among Indonesian audiences, dominating YouTube'€™s most popular ads in the second half of 2015.

Two of the most popular video-streaming ads for Indonesians were comic. 'Oreo Penuh Keajaiban' (Oreo full of wonders), an Indonesian version of the 'Oreo Wonderfilled' song, was the most viewed commercial on the video-sharing platform.

'Nestle KitKat' featuring a parody of classic Kung Fu movies came second, followed by 'Permohonan Maaf CEO Bukalapak.com' (An apology from CEO Bukalapak.com) depicting the CEO of the online shopping company wearing short pants due to budget cuts.

"Indonesian brands have already found the formula of how to make online video content, and to make people smile," said Google Indonesia CEO Tony Keusgen in Jakarta, on Wednesday.

Unlike TV ads, he claimed, online ads were better at reaching specific audiences, as YouTube provided the content to relevant viewers based on the history of the most-viewed videos of their users.

"Unlike other advertisement media, the feedback will be available directly and various ads can be delivered to all segments. It helps the company to measure the effectiveness [of their advertising] and reduces their budget," Keusgen said.

Despite the 'Skip Ad' button, allowing YouTube viewers to avoid lengthy advertisements (with a duration of more than one minute), the top-10 ads, except for 'Permohonan Maaf CEO Bukalapak.com', are all longer than one minute.

Nestle Indonesia executive brand manager Rully Gumilar said that the decision to create comedy advertising was driven by awareness that people watched YouTube as a getaway from their daily routine. A creative approach was needed to lure people into watching the ads.

"YouTube is the place for people, especially youngsters, to spend their spare time. In the last two years, this kind of advertisement has successfully increased [brand] awareness," he said. (ags)

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