Winning Ramadan

with Digital
January 2019
What’s so amazing about
Ramadan 2018?
3
Ramadan 2018 drove Indonesia’s
economy to a new record high

5.27% 5.14%
Household consumption
GDP growth
growth

Indonesia’s first best economy growth Highest household consumption since

since 2013 2016, the first time to hit over 5%
after 6 quarters

Source: BPS 4
Significant growth is seen across industries in
Ramadan 2018 vs. 2017
Retail FMCG Motorbikes

18% 19%

6.9%
5% 5.1%

2017 2018 2017 2018

-11%
1 Retail sales growth during Ramadan compared to monthly average month 2017 2018
2 Year-on-year sales growth of 74 FMCG festive categories in key account channels during 12 weeks festive period
3 Year-on-year motorbikes sales growth from Q2 2016 to Q2 2017, and from Q2 2017 to Q2 2018 5
Source: Aprindo, Nielsen, AISI
Online shopping transactions grew
exponentially

Sales during
Ramadan and
Daily
transactions Lebaran is3x
during Ramadan compared to Transactions
on Ramadan
= 8x average months prior
this year
daily 1 day increased by
transactions Ramadan Extra
transactions = 500%
5 years of compared to
last year’s
our operations

6
Source: External press search
 Indonesia’s internet economy is to
quadruple by 2025
2025
2018

Indonesia
28% YoY
Internet
Economy
$27Bn
growth
$100Bn

GMV
Growth
‘18 - ‘25 5x 3x 3x 4x 3x

E-commerce Transport & Food Online Media Hotels Flights

(Ads and Gaming)
7
Source: Google Temasek Report 2018
3 Pillars for Winning in Ramadan

Consumer Insights

1 2 3
Capture Convert
Find Your
Their Your
Audience
Attention Customers

Execution Excellence
8
Start with Consumer Insights

Consumer Insights

1 2 3
Capture Convert
Find Your
Their Your
Audience
Attention Customers

Execution Excellence
9
Consumer Insights
Three key changes in consumer behavior
during Ramadan

Change in
media
consumption
Change in
spirituality

Change
in physical
appearance

11
1
Ramadan is a month of spiritual change

100

50 doa

ceramah
zakat
0

Ramadan Ramadan Ramadan Ramadan Ramadan

2014 2015 2016 2017 2018

12
Source: Google Trends
1

Zakat Online Payment Mosque

searches searches

11x 2x
Bersih Bersih
1001 Masjid

#BerbagiNyaman

13
Source: Google Trends, external press search
 2
Ramadan is a month of New Things

apparel computer
home
care
hairstyle
smartphone home
makeup appliances
accessories furniture

Ramadan Grooming Tech and Gadgets Home Decor and Appliances

3x 1.9x 2x
14
Rising keywords during Ramadan vs pre-Ramadan Source: Google Internal Data
2
Three attributes appeal to consumers

The Best The Trendiest The Most Value

“terbaik”, “paling bagus” “terbaru”, “trend 2018” “promo”, “murah”

3.1x 3x 2.2x
warna rambut yang bagus model gamis terbaru promo jsm
pomade terbaik trend rambut 2018 paket data murah
foundation yang bagus hp terbaru 2018 promo hotel di bandung
hp kamera selfie terbaik motor 2018 tiket pesawat murah
laptop gaming paling bagus mobil terbaru mobil murah

Source: Google Internal Data 15

3
Change in daily routine leads to more
time spent on media
Increase in media consumption during Ramadan vs. prior months

40% 1.5x 1.2x

Higher watchtime Higher volume on Higher apps downloads
during Ramadan festive-related search during Ramadan

1 YouTube watchtime based on Top 100 channels during Ramadan 2018 compared to monthly average months prior
2 Search volume based on top 23,000+ keywords across key festive categories such as F&B, Apparel, Consumer Electronics, Travel,
Personal Care, Telco and Ramadan activities
16
Source: Google Internal, App Annie
 3
More activity and longer watchtime during
sahur, around noon and after buka puasa
YouTube watchtime habit Search for e-commerce sites
Ramadan Pre-Ramadan Ramadan Pre-Ramadan

Search volume index

Watchtime Index

0 2 4 6 8 10 12 14 16 18 20 22 24 0 2 4 6 8 10 12 14 16 18 20 22 24

Source: Google Internal Data

Hour of Day 17
3 Most watched content on YouTube
Most watched content during Ramadan
Top Content of All Time Rising content during Ramadan
(50%+ watchtime growth)

TV shows, News, Religious

Vlogs

Foods
Music

Grooming

Games
Tech & Gadgets

18
Key Takeaway from Consumer Insights

Consume
Have higher Want to look
more
religious different and
entertainment
interests trendy

How should advertisers leverage these insights to

plan their Ramadan campaign? 19
3 Pillars for Winning in Ramadan

Consumer Insights

1 2 3
Capture Convert
Find Your
Their Your
Audience
Attention Customers

Execution Excellence
20
Find Your Audience
Jadwal Buka Puasa
Tutorial Makeup Lebaran Ya Habibal Qolbi Unboxing content

Resep Makanan Sahur

Tiket kereta

Visits Grocery Stores

Muslim Pro E-commerce Candy

Crush

Located at Bandung
 5 main Ramadan audiences

The Devoted The Ramadan The Tech The Homecomer

The HomeMaker
Faster Groomer Enthusiast (Mudik)

Build your own Ramadan target audience and

personalize your message to reach them effectively
23
Example of Audience use: Rexona Malaysia

The Devoted Faster The HomeMaker The Ramadan Groomer

Targeting audience beyond demography
enables higher uplift in consideration and
purchase intent

Consideration Lift* Purchase Intent Lift*

30% 40%

*Global Study comparing ads served using custom affinity vs by demographic alone 25
Success story: Maybelline Indonesia drove higher
Consideration and Favorability by building their
own custom audience

Consideration Lift* Favorability Lift*

50% 15%

Audience used:
1) Demographic + Interested in Beauty
2) Consumers who are interested in having perfect brows

26
*vs Campaign that are run with Demographic Targetting alone
3 Pillars for Winning in Ramadan

Consumer Insights

1 2 3
Capture Convert
Find Your
Their Your
Audience
Attention Customers

Execution Excellence
27
Capture Their Attention
5 Key Points to Capture Your Audience’s
Attention

1. Tell a Good Story

2. Make Your Story Heard

3. Be Seamless and Useful

4. Execute Differently

5. Drive for Performance

29
1. Tell a Good Story
Tell a good story:
Design for different types of attention
Meal
Full story to land your
Importance of Long Snack
Skippable shorter cuts idea, efficacy and
Form
Bite to target specific benefits.
Bumper Ads - Powerful segments
Longer Form unskippable
assets drive
consideration up
to 2.1X

:06 :06 - :30 :30+

31
 Human Insight and on-brand benefit

Insight + Benefit

Integrating your
product in natural
usage has maximum
impact.

Line ads : Ramadan Terakhir

Audio mentions
of your brand are
associated with
increased brand lift.
 Sequence your video storytelling

Ad Sequencing

+33% better VTR uplift Tease, Amplify, Echo

Tease your audience with short ads,
+149% Consideration amplify with long-form, echo to spur
action
Uplift 6, 30+, 6

The Follow Up The Lead Up

Serve viewers a long-form ad, followed Serve viewers a short ad that
by shorter ads reinforcing the message builds up to a longer form ad
30+, 6 6, 30+

33
2. Make your story heard
 Front load your brand and message

Apply Digital Story-Arc

Go-Jek ads :Cari Pahala

35
 Increase your pace to improve retention

Higher Pace

6-27% increase in
VTR when ads is
being executed in
faster pace

Tokopedia ads : Extra 25 Mei

36
 Don’t be shy, show the product!

Zoom on the Product

McD ads : Nasi MY

Increase zoom-in on
product or subject,
helps to increase VTR
up to 27%

37
3. Be seamless and be useful
Personalize the message to Ramadan shoppers
with automation & dynamic ads
Jun 5
Personalised
Adjust your copy message
according to your audience
- Countdown timer
- Weather data
- Location data
- Offer in the ad
Music
Penang
Come Buka Puasa - with McD | in
COUNTDOWN
Ad mcdonalds.com.my/promotions
Ramadan Special. Enjoy the Lazeez and
Mashwl Foldover with Bandung McFizz.
39
 Integrate seamlessly through native ads

Authentic Ads

Native Ads based to uplevel

the user-experience
- Google Feed
- YouTube Home Page
- Gmail
- Google Display Network
4. Execute Differently
 Execute Differently
What if we did something
‘unusual’ with the rule?

What if we do What if we ‘exaggerate’

something that the rule?
‘contrasts’ with the 42
rule?
5. Drive for Performance
 Advanced targeting + specific content = WIN

Tailored Message

Improve relevance and

view through a
tailored message
Tokopedia ads : Extra 25 Mei

Focus on Action

Show what the

audience needs to do
 Apps experience is the brand
Experience over story

Apps as brand and

experience

Apps not people

Apps experience >

Human Face
Showcase CTA not only
with button, but also
with motivation
45
5 Key Points on Capturing Your Audience's
Attention

1. Tell a Good Story

2. Make Your Story Heard

3. Be Seamless and Useful

4. Execute Differently

5. Drive for Performance

46
3 Pillars for Winning in Ramadan

Consumer Insights

1 2 3
Capture Convert
Find Your
Their Your
Audience
Attention Customers

Execution Excellence
47
Convert Your Customers
How can you convert your customers?

Drive
Action
Integrate
shopping

Focus on
re-engagem
ent
49
 Help your customer better in their purchase journey
with Shopping ads
Standard Text Ads +Shopping Ads +Promotion Extension

2017 2018 2019

Baju koko Baju koko Baju koko

+36%
clicks
Vs
Pre - Ramadan

50
Promotion Extension
Quickly & Prominently Show your Promotion within the
Search Ad

● Support Both Monetary & Percentage

Discount
● Show Promo Detail eg. Min. Purchase,
Period, Promo Code
● Auto Scheduling & Device Targeting

Other example:

51
Design and plan based on your objective

AWARENESS
Bumper 6s
Reach your audience
(CPM) Masthead

CONSIDERATION
Trueview 15s+
Generate intent
(CPV) Trueview Discovery

ACTION Trueview For Action

Convert intent
into action Trueview For Shopping
(CPA)

52
YouTube video can also amplify search ads
Advertisers that run YouTube video
+ ads in addition to search ads see:

+8% +3% -4%

Higher Search Higher Search Lower
conversion volume conversion rate Search CPA

53
Source: Google Data, Global. Jan 2015-June 2018, Compared to advertisers that run Search only.
Maximize Google Big Data and Machine Learning to
drive app installs with Universal App Campaign (UAC)

Machine
1 Data 2 3 Distribution
Learning
Action
Install, In-app events,
Google Play Data

Context
User attributes, e.g. device,
time of day, location, search
queries, apps installed

Intent Smart Algorithm

Search, Display,
Play Store, YouTube

54
Be Ready : Prepare for all formats

Text

Video
Optimal
asset mix
Image

HTML5
 Key Takeaway: How can you convert your
customers?

TrueView for
Action and
Shopping
Utilize shopping ads
and promo
extensions

Focus on
re-engagem
ent
56
3 Pillars for Winning in Ramadan

Consumer Insights

1 2 3
Capture Convert
Find Your
Their Your
Audience
Attention Customers

Execution Excellence
57
Execution Excellence
3 Things about Execution Excellence

Reach & Integrate

Timing Frequency Cross
Sufficiency Platform
Adjust time and
length based on Plan for incremental Make efficient buys
Consumer’s activity Reach and Frequency across different
over your TV buys
platforms

59
 Timing:
“When and how long should my Ramadan
campaign be?”
Timing:
Your campaign length and start date should follow the consumer’s
activity patterns

Week
Google Search Volume on Ramadan-related terms of Eid Al Fitr

1st week 1 week

of Ramadan after Lebaran
2 weeks
before Ramadan

Ramadan
Period

Period of Query
Uplift
61
Timing:
Different categories will have different peaks and starting times
April 21 May 5 June 5

Category R-2 R-1 R1 R2 R3 R4 Eid Eid+1

Food Tease Amplify Echo

Dessert & Bev Tease Amplify Echo

Personal Care Tease Amplify Echo

Travel Tease Amplify Echo

Apparel Tease Amplify Echo

Auto Tease Amplify Echo

Tech Tease Amplify Echo

62
Reach and Frequency Sufficiency:
“How big should my Ramadan campaign be?”
Answer: Google x Kantar Millward Brown
Created a Whitepaper on The Role of YouTube in Brand Building

Analyzed Conducted in Covering

42 6 A
2015-2018

Cross Media Countries in SEA Campaigns

Studies

64
Source : KMB Whitepaper for Role of YT in Brand Building across SEA
 What the Analysis Tells Us
The real value of YouTube for your campaign

Campaign
Incremental
Delivering Synergy
Reach Brand ROI on Digital and
over TV
TV Assets

7% 1.5x 67%
65

Among All Viewers Impact on Brand Metrics Higher Impact vs Non

(10% vs Light TV Viewers) (Awareness, Association, Integrated Campaigns
Motivation) On building Brand Metrics
65
Source : KMB Whitepaper for Role of YT in Brand Building across SEA
Reach & Frequency Sufficiency
Recommended Reach & Frequency level to ensure higher brand impact

Use Optimal Reach Use Optimal Frequency Ensure Max Campaign

Coverage

Plan for at least Plan for at least Plan for

25%+ 1 equal weeks

on air
Target Audience exposure per week for
Reach driving awareness and higher alongside TV
for driving other brand metrics

66
Source : Adapted for Indonesia from the KMB Whitepaper for Role of YT in Brand Building across SEA
 Integrate Cross Platform
“How do we bring all digital platforms together?”
Integrate Cross Platform
Bringing it all together
April 21 May 5 June 5
2 Weeks Eid Al Fitri
Week 1 Week 2 Week 3 Week 4
Before Ramadan Weeks

Always On
Search
Awareness
TV High GRP TV Med GRP

Bumper Main YT Campaign Bumper

Consideration Tease Amplify Echo

Extend Reach / Remarketing

Google Display Network

TrueView For Action / For Shopping

Action /
Conversion
Always On Shopping Ads
68
 Integrate Cross Platform
Inefficiencies can come out of buying multiple platforms in silos

Publisher 1
(Direct buy) 1 User + 3 Total Devices
Cap= 4

Publisher 2
(Direct buy)

Cap= 4

Open Auction
(DSP buy) Reached = 12 times

Cap= 4
Reached = 36 times 69
Integrate Cross Platform
Efficient reach with Google’s Programmatic Guarantee
Frequency cap across platforms universally

Display Deal 1
(Programmatic 1 User
Reservation)

Video Deal 2
(Programmatic Programmatic
Reservation) Guarantee

Cap= 4

All Other Media Reached = 4 times

(Open auction)
70
 3 Things about Execution Excellence

Reach & Integrate

Timing Frequency Cross
Sufficiency Platform
Adjust time and
length based on Plan for incremental Make efficient buys
Consumer’s activity Reach and Frequency across different
over your TV buys
platforms

“Start campaign two weeks

prior Ramadan month, end a “Aim for 25% reach, 1/week “Use Programmatic Guarantee
week after Eid, adjust according frequency, equal weeks on YT as to ensure effective buys across
to each category” with TV” platform”

71
Key takeaway

Winning Ramadan
in Digital
Consumer Insights

1 2 3
Capture Convert
Find Your
Their Your
Audience
Attention Customers

Execution Excellence
72
Next Steps

1. Plan ahead

2. Work together with your Google counterpart

3. Make use of our playbook

4. Please give us feedback

Thank You
See you at our next

Winning Ramadan
with Digital