Meet the open internet  — where you can reach more than 190 million Indonesians

Media habits have changed. And your advertising strategy should too. Unlock advertising’s biggest opportunities beyond search and social in Indonesia with our latest insights here — Gateway to the open internet.

Are you investing where they are?

Indonesians spend 55% of their time online on the open internet. However, brands today still invest heavily in walled gardens across APAC — up to 3.8 times more1. It’s time to put your dollars where it matters most.

Sources: 1 Alphabet annual report, 2021; Meta annual report, 2021; eMarketer, “Digital Ad Spending, by Country,” October 2022. 2 The Trade Desk and Kantar, Gateway to the Open Internet: Indonesia Edition, research fielded September 2022.

An open strategy for every brand

Listening to music and podcasts, browsing websites and streaming TV shows, movies and live sports — that’s what draws Indonesians to the open internet. And if your brand isn’t right there with them, you’re missing countless opportunities for greater impact.

Infographic showing The Open Internet and Walled Gardens
GATEWAY 1

Rethink where your audiences are

To maximise your brand’s impact, it’s more important than ever to reach the right audience, at the right place.

Indonesians are most engaged before and after work, on the open internet. On the other hand, walled gardens remain popular as they multitask during work hours.

Source: The Trade Desk and Kantar, Gateway to the open internet: Indonesia edition, research fielded September 2022.
GATEWAY 2

With premium content comes greater credibility

Quality of content is key among Indonesians with growing demand for popular Korean and local shows. And as brand ads appear alongside premium content on OTT, viewers find them more trustworthy as well, compared to a leading user-generated content (UGC) platform.

Source: The Trade Desk and Kantar, Gateway to the open internet: Indonesia edition, research fielded September 2022.
GATEWAY 3

Minimise disruptions. Maximise reach.

It’s time to leverage data for brand growth and impact. The more immersed Indonesians are on the open internet, the better your campaign’s reach and impact.

Source: The Trade Desk and Kantar, Gateway to the open internet: Indonesia edition, research fielded September 2022.

The future of digital advertising. Powered by the open internet.

To create the ideal omnichannel marketing plan of tomorrow, it’s key for marketers to go beyond walled gardens — launching smarter, and more impactful campaigns. Download our latest report to find out how.


Unlock the full potential of your next campaign