Kapanlagi.com - Emtek today held Emtek Connect: Connected TV Insights at The Hall, SCTV Tower, Jakarta. This annual flagship event of Emtek was attended by over industry professionals, with the main focus discussing the latest trends and dynamics in the media industry landscape in response to changes in audience behavior and digital media trends.
Emtek Connect serves as a platform to strengthen relationships with business partners and share insights about innovations and the latest developments in the media industry. This year's edition raised the theme Connected TV—or more commonly known as Smart TV—which has now become an important channel for advertisers to reach their audience more precisely.
In her opening remarks, Mutia Nandika, Chief Revenue Officer of Emtek Media, emphasized the company's commitment to delivering innovation through collaboration, data, and technology. "Connected TV has become a very relevant and strategic medium for advertisers to build more personal communication with the audience," said Mutia.
Vivek Couto, Executive Director of Media Partners Asia, revealed that the number of CTV user households in Indonesia skyrocketed from only 1.5 million in 2021 to more than 14 million in 2024. This makes Indonesia the largest Connected TV market in the region. He also noted that the number of video-on-demand (VOD) subscribers in Indonesia reached 22 million by 2024, with the local platform Vidio occupying the top position in the market—a significant achievement for the local OTT ecosystem.
Elvira Jakub, CEO of dentsu Indonesia, refers to Connected TV as the 'family room billboard' that can reach all household members at once. She stated that among the 63% of premium audience OTT users who watch ads on CTV, 74% can remember up to five ads, and many of them go on to seek more information about the product.
This is reinforced by Helen McRae, CEO of GroupM Indonesia, who emphasizes the importance of CTV as an addressable advertising solution that can enhance the efficiency and effectiveness of brand campaigns.
The session continued with a panel discussion titled �The Future of TV is Here: Winning Connected TV & Programmatic� moderated by Tommy Sullivan, Chief Technology Officer of Vidio. This discussion featured leaders from various global technology and media companies, including:
� Marcus Pousette, Senior Director Asia, Magnite
� Florencia Eka, Senior Director Client Services Indonesia, The Trade Desk
� Alex Phillips, Head of Exchange Platform � APAC, Google
Tommy stated that currently, OTT content consumption through Connected TV has surpassed access via mobile and web, indicating a significant shift in media consumption patterns among the Indonesian public. This underscores the importance of CTV as a contemporary content and advertising distribution channel.
The event was closed by Hermawan Sutanto, Managing Director of Vidio, who expressed appreciation to all speakers and participants. In his speech, he emphasized that Emtek will continue to drive innovation through cross-industry synergy, the utilization of technology, and a deep understanding of digital audience behavior.
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