ComScore to develop single trusted online currency in Indonesia

Joe Nguyen, comScore’s Senior Vice President, Asia Pacific.

(marketingmagazine.com.my) – ComScore has been selected as the Online Audience Measurement Partner in Indonesia for two years from 2016 to 2018.

The appointment, supported by the Indonesian Creative Economy Agency (Bekraf), is by five associations that collaborated to standardise online audience measurement in Indonesia and accelerate digital advertising growth in the country.

The five associations are the Association of Asia Pacific Advertising Media (AAPAM), the Indonesian Advertisers Association (APPINA), the Indonesian Digital Association (IDA), the Indonesian E-Commerce Association (idEA) and the Indonesian Advertising Companies Association (P3I). Together, they join forces as the Indonesian Digital Measurement Consortium (IDMC) and represent the majority stake in Indonesia’s advertising ecosystem.

Following a rigorous evaluation process involving multiple measurement providers, comScore was chosen based on several criteria such as data robustness, reporting capability and service level.

“For the past couple of years, we have seen encouraging growth in the country’s digital advertising industry. However, the industry is still facing a measurement complexity that confuses advertisers, agencies and media owners alike. In the absence of a standardised measurement tool to assess the advertising media, there is a lingering doubt toward data validity, hence it’s hard for the industry to reach its full potential,” stated Jerry Justianto, Chairman of IDMC.

“We consider this project to be very important in progressing the country’s digital advertising industry. With a unified currency, advertisers could have more confidence to spend in digital. There are more parameters that could be measured in digital that will certainly help to attribute the overall effectiveness,” commented Danny Oei Wirianto, Co-Chairman of IDMC.

“We are pleased to be selected as the official Internet audience measurement currency for Indonesia. As the advertising market in Indonesia continues to evolve, we are proud to provide accurate, independent measurement so that advertisers and agencies feel confident to spend more of their budgets on digital channels,” added Joe Nguyen, comScore Senior Vice President, Asia Pacific.

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