The ASO has converted non-digital TV (also known as free-to-air) into digital media. Yet, despite the perceived domination of digital platforms, traditional TV media today still holds tremendous value in Indonesia's advertising landscape.

While online advertising has gained popularity, TV media buying continues to offer unique advantages that make it more effective for reaching the Indonesian audience. With over 17,000 islands, TV's widespread reach cannot be underestimated. It remains the trusted source for news and entertainment for many households, reaching a broad and diverse audience across various demographics. As of July 1, 2023, digital TV penetration stood at 95.2 percent.

Regardless of the high penetration of mobile internet, television holds a special place in Indonesian culture, establishing trust and credibility among viewers. As a traditional medium, TV advertisements are perceived as more reliable and authoritative since they are often higher quality than digital ads.

In fact, the latter is so accessible that even scammers can use them to promote their online fraud on numerous platforms. Add the highly competitive auction process for digital placement, and brands can pay much more online for a national campaign compared with TV.

The power of TV lies in its ability to engage viewers emotionally and create lasting brand impressions, building trust with the audience due to the quality of its message. This, of course, requires the brand's and agency’s creativity to engage with their target consumers, which requires more investment in thought and production value than digital ones.

If done right, the ads may be remembered for eternity. Apple’s “1984” and Kalbe Farma’s “Xon Ce Toll Booth” (“Where is the Xon Ce?”) ads come to mind.

Another significant factor in TV is Indonesia’s cultural diversity. Regional TV stations in each province or regency cater to specific local markets, offering specialized content and advertising opportunities.

And with today's TV technology, advertisers can tailor their messages to resonate with specific cultural nuances and preferences, enabling a deeper connection with target audiences across the archipelago. In the 112 broadcast areas in 341 regencies and cities, 676 TV stations have already gone digital.

TV commercials also have the advantage of commanding viewers’ attention as they appear during scheduled programming breaks of popular TV shows. Advertisers can showcase their brands on the big screen, captivating audiences with compelling visuals and audio in between popular celebrity shows or political talk shows. This heightened visibility helps brands stand out and leaves a lasting impression on consumers' minds.

TV ads extend beyond traditional broadcasts. Now they include opportunities for cross-promotion and multi-channel integration, leveraging TV partnerships to amplify campaigns through the media’s online platforms and mobile apps, maximizing the reach and impact of their messaging. Indonesian tech giants also advertise on TV, keeping it in their marketing mix.

Like its digital counterparts, measurement tools for TV placement have also advanced with automated tools to track sales and brand recall, calculate the reach and frequency of ads, capture digital and social media engagement, as well as submitted promo codes.

These tools can analyze the success and effectiveness of a TV campaign just as accurately as digital ones.

In the end, the completion of Indonesia's ASO signifies not the end but a new beginning for TV advertising. TV remains essential to successful advertising campaigns in the country as its reach, trust, credibility, cultural diversity and visibility make it an effective medium for engaging the Indonesian audience.

By strategically combining TV with digital strategies, advertisers can create holistic campaigns that effectively connect with across multiple touchpoints.

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The writer is president director and CEO of Citra Surya Indonesia.