Telkomsel partners InMobi to up programmatic offering to brands in Indonesia

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Telkomsel, Indonesia’s largest telecom provider, has partnered up InMobi to brings together the big data capabilities from Telkomsel and the end-to-end marketing solutions of InMobi to help brands deliver personalised campaigns.

With 105 million mobile Internet subscribers and above 95% 4G population coverage in Indonesia, Telkomsel leverages about 100 unique signals to build high-quality, always-on audiences. Through the partnership, these audiences will be available for programmatic media buying on the InMobi Exchange. The partnership also gives brands the ability to run surveys on Telkomsel audiences and deepen their understanding of consumer perceptions and preferences. The insights will be powered by InMobi’s AI-driven mobile-first consumer intelligence platform – Pulse.

“While consumers are completely mobile-first today, brands are yet to get their audience strategy right for this medium. Together with InMobi, we are excited to help brands unravel the potential of the Telco Big Data and enhance every brand’s consumer insight and mobile audience strategy,” Rangga Gandina, GM, data solutions business and partnerships at Telkomsel, said.

“The Telco big data combines contextual consumer insights from Telkomsel’s owned and operated platforms and other services to power deterministic audiences behaviour with customer-centricity insight, in a privacy-compliant manner according to Indonesian regulation.”

Rishi Bedi, VP and GM, Southeast Asia, Japan and Korea at InMobi added that the third-party cookie deprecation is expected to bring about a fundamental change in the digital marketing ecosystem. “Despite the delay in the final enforcement, we are seeing marketers starting to focus on building sustainable consumer marketing strategies. Through this partnership, brands will be able to target pristine, always-on Telkomsel audiences programmatically on InMobi Exchange via their preferred DSP platform,” said Bedi. He added that brands can activate both branding and performance campaigns, while leveraging InMobi’s programmatic expertise, creative capabilities, and transparent technology to try to engage and acquire their customers.

“As mobile continues to dominate in terms of media time spent and grow rapidly as the preferred channel for commerce, we are doubling down on our focus on helping brands enhance their mobile marketing maturity. This partnership is another step in our endeavour to ensure that brands find solutions for the new world and are able to transition seamlessly into the era of privacy-first marketing,” added Bedi.

Earlier this year in March, InMobi also announced its partnership with Gojek, Southeast Asia’s leading mobile on-demand services and payments platform, to enhance advertising, consumer intelligence and identity resolution for brands in Southeast Asia.

Last year, Telkomsel also underwent a brand refresh for the first time in 26 years. The rebranding journey began last year with VCCP being appointed to handle the initiative. According to CMO Rachel Goh, it was "the perfect timing" for the rebranding. "We are at the juncture of digital transformation and we have been going into new businesses beyond telco for the last five to 10 years. These include movies, videos and games. Telkomsel is moving away from just being a telco to a digital company," she explained to MARKETING-INTERACTIVE in an interview.

Over the past year, Telkomsel collaborated with Halodoc to enable Telkomsel consumers to access telemedicine services on the latter's app and invested an additional US$300 million on Gojek in May this year. Earlier this month, it officially launched its 5G service in Indonesia and has since expanded it into Bandung, Batam, Denpasar, Makassar and Surabaya.

Photo courtesy: 123RF

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