Driving results

during Ramadan
Elvira Jakub
Industry Head for Tech, Telco & Auto
Google Indonesia
 From last month’s Ramadan livestream, we know:

Digital is here Rethinking consumer Driving results with

behavior creatives
 The Question:

How can we build an impactful plan

that will drive results during the
busy period of Ramadan?
It’s a fluid process...
Often times, different parts of the process are happening in parallel.

Different
Many ad
objectives
formats for
with
different
different
objectives
Ramadan stakeholders
Creative Plan

New Multiple
creative audience
strategy strategy
 3 Key tasks to help drive results in Ramadan

Building contextual Reach your audience Building your Ramadan

connections with the right solutions media plan
How can you connect with How can brands leverage How can Google help brands
your consumers? growing consumer intent? drive results?
Building Contextual
Connections
Wafa Taftazani
YouTube Strategic Partnerships Manager,
Google Indonesia
When are consumers searching for
key Ramadan moments?

Legend
Rise in Search trends

Google Trends
peak 2020

Peak in Ramadan
2019
Sustenance on
Search

Source: Google Internal Data

Search interests for online get togethers rise

Google Searches
during 2020 Ramadan
“Online get togethers”

⇧4x
Silaturahmi virtual
Cara video call
Video call 8 orang
Aplikasi untuk video call
Video call banyak orang
Main game bareng
Buka bersama online
XL Axiata hosted the largest online iftar on YouTube
What is Ramadan like on YouTube?

Information Entertainment Celebration

 YouTube reaches

>93 million
18+ year-old viewers monthly in Indonesia
91% of the online adult population

Source: Comscore Video Multi Platform, ID, April 2020, 18+ population
 Religion
Humor
Music
Crafts

Beauty
Top YouTube Food
content during
Ramadan 2020
Electronics Games

Source: Breakout content

YouTube Internal Data, 2020 (+50% compared to last year’s Ramadan)
Creators come from all across Indonesia
Indonesia is home to hundreds of
Gold Button Creators (1M+ Subscribers)
Najwa Shihab Noah Official
Raditya Dika Nessie Judge
Edho Zell Kok Bisa?
Skinnyindonesian24 Nihongo Mantappu
Arief Muhammad Vokalplus
Netmediatama Clarin Hayes
Samsung Indonesia Animasinopal
Vivo Indonesia Rizky Riplay
Gadgetin Kobi Nuswantoro
Mgdalenaf Step By Step Id
Hobby Makan Korea Reomit
Arnold Poernomo Panji Petualang
Motomobi Yulia Baltschun
Nagaswara Official Video Ucup Klaten
Indonesian Music Channel And many more...
and Diamond Button Creators (10M+ Subscribers)!

Atta Halilintar TRANS TV Official

Ricis Official Deddy Corbuzier
Jess No Limit Dyland PROS
Rans Entertainment SAAIHALILINTAR
TRANS7 OFFICIAL Zuni and Family
Baim Paula RCTI - LAYAR DRAMA INDONESIA
GEN HALILINTAR tanboy kun
Frost Diamond Arif muhammad
Indosiar MNCTV Official
Naisa Alifia Yuriza (N.A.Y) BabyBus - Cerita & Lagu Anak-anak
Surya Citra Televisi (SCTV) Yudist Ardhana
MiawAug Kerajinan 5-Menit
RANS ENTERTAINMENT
Reach your audience
with the right
solutions
Birgietta Katherine
Programmatic Industry Manager,
Google Indonesia
 What does Ramadan mean for...

Audience Advertiser
- More to spend - Time to stand out
- More things to consume - To win more shares when every
- More options to choose from dollar matters
6 Tips to plan your
Ramadan effectively
 Aim for high reach and
sufficient frequency levels

Plan across platforms using DV360 by combining reach of YouTube and other
platforms such as display and other video streaming network

#1 #2
Minimum: 40% reach 3-5 frequency / week
of target audience for 4 weeks Higher frequency during W4 Ramadan
of Ramadan period is recommended

Source: Google Internal Data, 2020

Plan your reach and frequency over time
*sample chart

F3 F3 F4 F5
R:44%
R:42% Auction
R:37%

R:29%

W1 W2 W3 W4

Source: Google Planning Tools in Google Ads

#3 Tie it to your category Search trends

Legend
Rise in Search trends

Google Trends
peak 2020

Peak in Ramadan
2019
Sustenance on
Search

Source: Google Internal Data

 #4 Increase reach with reduced cost

Overexposed

Manage the frequency

using DV360 to reduce
Additional reach overexposure and to
Potential DV360 takes note maximize the best cost
impression of frequency cap
across all buying targets per reach
types and new user
inventories
 #5 Extend your brand presence beyond YouTube

45% 2X >10M
Access top growing streaming
platforms with special deals
through DV360 platform in
order to enrich your marketing
User growth of Video Viewership JOOX Monthly Active campaign by getting more
Subscription Video On during Ramadan Users Ramadan 2020
Demand in Indonesia in 2020 reach and engagement
2020

Source: e-Economy SEA 2020 report by Google Temasek Bain,

VIU Internal Data, 2020
JOOX Internal Data, 2020
 #6 Focus on the right marketing objective for
your product

Drive engagement Leverage intent Maximize action

throughout Ramadan when it matters during festive period
How can you connect with How can brands leverage How can Google help
your consumers? growing consumer intent? brands drive results?
 Marketing Objective: Drive Engagement
Re-introducing: YouTube Masthead

Customized 10X
reach YouTube home has increasingly
become a destination, driven
YouTube Masthead has the by better recommendations,
ability to customize reach experiences, and content. Over
across YouTube Home Feed the last three years, watchtime
audience with advanced from content discovered on
targeting options home has grown 10x
 Marketing Objective: Drive Engagement

Home Feed Masthead Unskippable On Demand

Takeover Streaming Platform

Skip
Ad
 Marketing Objective: Leverage Intent
High SOV Display Trueview for Display
Search Ads Discovery Ads action Chatbot

NEW!
Marketing Objective: Maximize Action

Smart Shopping Universal App Trueview ads with

Ads Campaign Shopping GMC

NEW!
Building Your
Ramadan Media Plan
Bimo Harfiandi
Industry Manager,
Google Indonesia
Google Sponsorship Opportunities

Marketing Audience
Objective Journey

Media Plan

Relevant
Timing
Solution
 Example: Food Category
Turn Awareness to Engagement / Action

Tease Burst Sustain

Introduce the story Reach a large audience to communicate Repeat the message +
about your brand and your products. Drive Messaging / Celebration / Promo

Drive YouTube Publisher Instant Reserve

Trueview for
Engagement Masthead Inventories on YouTube
Reach and Bumper
Creators

Creative personalisation
Leverage Display
Director Mix and Dynamic
Home Feed
Intent Remarketing
Display
Takeover

Maximize Discovery
Action Campaign

60% presence on Search Ads as Always on

YT Search - Foodie Audience
How Glico Wings used YouTube to win during Ramadan 2020
Ramadan
Sponsorship
Packages
Google Sponsorship Opportunities

NEW!
Ramadan Creator Package Ramadan Key Moments Package
 1 Ramadan Creator Packages

Ramadan Creator Package Highlights

Bigger & Better

Top Playlist /
Top Creator Collaboration
Channel Roadblock

YouTube Premieres
Content / Audience Takeover
For Brand Integration

One Google Solution

 1 Ramadan Creator Packages

i) Top Channel Roadblock & Premieres

EXCLUSIVE access to premium content PRESENCE on fresh Ramadan content

The Sungkars Family : Narasi TV :
Top 9 Diamond creators TSF Ramadan Family Vlog Shihab & Shihab

Top 35 Gold creators Sara Wijayanto :

Collab with Kisah Tanah Jawa
 1 Ramadan Creator Packages

ii) Top Creator Collaboration

EXCLUSIVE
 1 Ramadan Creator Packages

iii) YouTube Masthead / Vertical Lineups /

Audience Takeover

>60% SOV on YouTube Masthead & Lineups

Masthead Vertical Lineups Audience Pack

Beauty Hijaber Shoppers

Travel Parents
Gaming

Religion & Prayer

Technology

Automotive

Food
1 Ramadan Creator Packages

Ramadan Creator Packages

Diamond (2 Sponsors) Gold (4 Sponsors)

YouTube

Display

Search
 2 Ramadan Key Moments Packages

Ramadan Key Moments Packages

Music Bukber / Ngabuburit THR

*limited to 1 sponsor per pack

2 Ramadan Key Moments Packages

What do these Ramadan Key Moments Packages

include?

Publisher Livestream Events

Brand Integration Channel Roadblock

One Google Solution

Highlights for Ramadan 2021

01 02 03

YouTube can help

It will be the Google can
you access
Largest Moment help your brand
Exclusive
in 2021 drive results
Creators
Thank You!