Report: Half of Indonesian viewers respond to ads in professional videos

The Asia Video Industry Association (AVIA) has released its latest research, revealing that 52% of Indonesian viewers respond to ads shown in professional videos. The study highlights the increasing effectiveness of advertising on professionally produced content, positioning it as a key driver of brand engagement in Indonesia and Thailand.

Consumers in both markets perceive professional video platforms - including those on premium OTT services such as Disney+, Netflix, TRUEID, Vidio, and Viu - as superior in content quality, engagement, and ad effectiveness compared to social media and user-generated content (UGC).

The research found that nearly 90% of viewers believe professional video content delivers a higher-quality viewing experience. Meanwhile, viewers of professional videos report higher emotional satisfaction, while social video consumption is often associated with negative emotions.

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In contrast to Indonesia, 55% of Thai viewers are more likely to seek information about a product or service after seeing ads on social platforms rather than professional video platforms. This is despite most Thai respondents spending 1-2 hours watching professional videos in one sitting, longer than the 30-60 minutes spent on social videos.

Nevertheless, both the general population and heavy users of professional videos in both markets agree that time is better spent watching professional videos compared to social videos. Half of Indonesian users are also more likely to purchase products shown in ads on professional videos, compared to 45% of Thai viewers.

With the rising adoption of smart TVs in both Indonesia and Thailand, advertisers have a greater opportunity to tap into connected TV (CTV) advertising. This allows brands to leverage advanced targeting, interactive ad formats, and premium ad inventory for more effective campaigns, according to the study.

Professional videos dominate over social videos in the smart TV space, but smartphones remain the primary device for all video consumption.

"In Indonesia, a 10% higher brand recall and purchase intent from OTT advertising campaigns underscores the platform's growing impact, encouraging more brands and agencies to diversify their media strategies. The momentum in CTV OTT advertising is equally promising, with Vidio's 150-minute average daily watch time offering advertisers access to a high-quality audience and premium inventory," said Hermawan Sutanto, managing director of Vidio.

David Sky, director of advertising solutions at TRUE Digital Group, highlighted TRUEID's commitment to delivering high-quality professional video content in Thailand. "We are heartened that almost 9 out of 10 consumers surveyed wholeheartedly agree that premium services out-deliver on quality. And with the increasing adoption of connected TVs, the time is now for advertisers and brands to take advantage of the increasingly engaged audience on premium OTT," he said.

"The power and opportunity of premium OTT services in Indonesia and Thailand are significant. This study clearly demonstrates the value these services offer to both consumers and advertisers. We believe this is a call to action for advertisers to leverage the unique advantages of premium OTT," said Louis Boswell, CEO of AVIA.

Conducted by Milieu Insight in November 2024, the study surveyed 500 adults per market, offering a comprehensive view of digital video consumption trends in Southeast Asia. AVIA represents the video industry across Asia Pacific, advocating for a stronger ecosystem, combating piracy, and providing industry insights through reports and conferences.

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