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Indonesian media reaches measurement milestone as ComScore chosen for single web currency

ComScore logoIndonesia has made a move to address a long-running internet measurement issue for advertisers and publishers, with a consortium of industry bodies selecting ComScore as the provider of a single currency for web traffic.

Five industry bodies – including ad agency body Indonesian Advertising Companies Association (P3I) and advertiser group the Indonesian Advertisers Association (APPINA) – came together to form the Indonesian Digital Measurement Consortium, which chose ComScore following an eight-month tender involving two other players.

ComScore is to measure the audiences of Indonesia’s websites, and a panel that measures traffic on mobile devices – a huge growth area in Southeast Asia’s most populous country – is in the pipeline.

Some of the data will be made public for free on a bimonthly basis, and more granular information will be provided to agencies and publishers on a subscription basis.

The currency aims to raise spend on digital advertising in a country whose media landscape remains overwhelmingly dominated by television.

ComScore’s APAC boss Joe Nguyen noted that this is the first time in Asia that five industry bodies have come together to form a consortium to decide on a common currency for internet measurement.

Jerry Justianto, chairman of IDMC, commented: “For the past couple of years, we have seen encouraging growth in the country’s digital advertising industry. However, the industry is still facing a measurement complexity that confuses advertisers, agencies and media owners alike.”

“In the absence of a standardised measurement tool to assess the advertising media, there is a lingering doubt toward data validity, hence it’s hard for the industry to reach its full potential. We are really glad to finally appoint this measurement standard, thanks to the hard work of various industry stakeholders.”

The news emerges a year after Ranjana Singh, the country boss of the market’s largest advertising group WPP, said in an interview with Mumbrella that a big obstacle holding back digital growth in Indonesia was measurement.

She said: “We need a simple measurement system that allows the client to make sense of where they’re spending and give them confidence to spend more.”

“We’ve confused the heck out of ourselves never mind our clients by using so many different metrics. Which partly explains why digital is still only around seven per cent of spend in Indonesia,” she said.

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