The use of Connected TV (CTV) or smart television is now no longer just a medium of entertainment, but has transformed into a highly potential advertising platform in Indonesia. The latest research shows that consumers exposed to a brand's advertisement through CTV are up to 2.4 times more likely to consider purchasing that product compared to those who were not exposed at all.
This interesting finding is contained in a report titled "Connected TV. Connected Growth: The Screen That Sells", a collaborative study initiated by Dentsu Indonesia, CTV Scale, and YouGov. The report highlights how this large-screen platform in the living room is able to bridge the traditional gap between promotional reach and actual sales conversion.
Advertising effectiveness multiplies when viewers are able to accurately recall the advertised brand. This group of consumers with strong recall was recorded to be 3.5 times more likely to consider the product, as well as 3.7 times more active in using it in the last three months compared to the group of viewers who incorrectly associated the brand, a phenomenon identified as brand slippage.
Dentsu Indonesia's Research and Analytics Director, Ahmad Ghozali, explained that CTV provides a strong signal of how modern society wants to be reached by a brand. According to him, this platform has transformed into a premium environment that demands the delivery of high-quality promotional messages to capture viewers' attention maximally.
This research also maps consumer behavior, where around 77 percent of respondents claim to watch Smart TV every day. Peak viewing activity occurs during prime time from 6:00 PM to 10:00 PM WIB, reaching 82 percent. Most of them use Smart TVs to enjoy streaming services such as Netflix, Disney+ Hotstar, and Vidio.
Echoing this, Arun Raghav, founder of CTV Scale, explained that the rapid adoption of this technology marks a new era in the marketing world. Through CTV, advertisers can now combine the visual narrative power of conventional television with the precise target audience accuracy of modern digital media.
Based on the analysis, Smart TV is at the top tier as the strongest driver of ad recall alongside e-commerce platforms, outperforming other popular social media. The audience's response was also highly positive, with the majority of respondents rating ads on the smart screen as effective and not disruptive to their viewing comfort.
As a strategic recommendation for creative industry players and marketers, this research suggests placing CTV as the main campaign channel. Recommended strategies include utilizing prime time, maintaining brand identity consistency from the first second of airing to avoid consumer memory errors, and delivering in-depth product benefits through compelling visuals.
The research itself was conducted using an online survey method of 1,000 mothers from upper-middle socioeconomic backgrounds across Indonesia. All selected respondents are active Smart TV users, with the study focusing on a case study of one household product category.
