DIGITAL UPDATE AND

LEVERATE’S UPDATED SERVICES

Crafted by Leverate Media Asia | November 2021
Disclaimer
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information available to it, including information derived from public sources that have not been independently verified. This
Presentation may contains illustrative returns, projections, estimates and beliefs and similar information (“Forward Looking
Information”). Forward Looking Information is subject to inherent uncertainties and qualifications and is based on numerous
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Nothing in this presentation should be construed as a profit forecast. Actual events and circumstances are difficult or impossible to
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 An independent full-service agency in
private ownership. Combined expertise of media,
1 creative and brand strategy with our strong
market and media knowledge.

Berlin (Global HQ), Munich, Jakarta (APAC HQ)

2 with +150 employees, Singapore, and Bangkok.
Why Leverate Media Asia?
ALL CHANNELS. ALL COUNTRIES. ONE AGENCY. Have a strong experience and huge historical
3 data, performance-based campaign and
Independent full-service agency, specialized in developing creative development.
creative brand communication & media buying for both digital
and conventional channels with data-driven optimization.
4 Supported with all global analytical tools that
Client portfolio in Indonesia:
provide accurate parameter to track campaign ROI.

Performance and data-driven focused with

5
dynamic, flexible and fast phase workflow.
Awards & Certifications
TikTok Marketing Partner 2021 in Southeast Asia

Facebook Premium Marketing Partner & Blueprint certified

agency

Google Premier Partner for Search, Mobile, Video, & Display

Agency of The Year Award 2019: Independent Agency, Social

Media Marketing Agency, Digital Marketing Agency

Winner of Facebook Agency League for 3 times-in-a-row

WOW Brand winner for Best Digital Campaign 2017

MARKET CONVENTIONAL

Top-notch
technologies to
DIGITAL SOCIAL MEDIA support the most
effective strategies.
 Content
GDN & Marketing
Social Google
Programmatic &
Media Ads SEM & SEO
Display Advertorial
Article

DIGITAL YouTube Ads

Website
Development &
App Store
Optimization
Maintenance

MEDIA
Media Mobile Ads Influencer
Remarketing
Placement Marketing (KOL)
 Print Radio

CONVENTIONAL
MEDIA Out of Home
FTA TVC &
Eg. Billboard, BTL
Cinema, Pay TV
Transportation
 Communication

STRATEGIC Strategy
Planning and
Direction
Content
Ideation

AND
CREATIVE Content
Creation
Social Media
Management
Video / TVC
Production
 1 Insurance Industry in Indonesia

2 Digital Potential Reach

AGENDA 3 Digital Trend Updates

● Instagram
● TikTok
● Twitter
● YouTube
● OTT
● Gaming
● Programmatic
Hello! My name is Marianne Nadya...
Business Development Director
Leverate Media Asia

14 years of experience in advertising and digital industry. With

the wide range of experience made her understand the
characters of various industries and how to make it
penetrates well in the market.

Working experienced :
Komli SVG Media, iMoney , The Jakarta Globe, The Jakarta Post,
GAP, Rabobank, Sinarmas Insurance

Client experienced :
Singapore Airlines, Garuda Indonesia, Bank BCA, OCBC, Ministry of
Communication and Informatics Technology, Ministry of Tourism,
Telkom Group, and others.
Chapter 1
Insurance Industry in Indonesia
 On the second quarter of 2021, Indonesia’s penetration rate is 3.11%,
which is still considered low.

Even so, many are becoming more conscious about their

health since the pandemic hits, and understand the importance to
have an insurance.
 Everyone and everything is going digital.

This trend development affecting insurance

industry as well, it was recommended to go digital
to increase the public’s trust of
insurance’s service quality.
Which we already are since 2014, and a very good
start.
COMPETITOR REVIEW SUMMARY

ALLIANZ FWD LIFEPAL

Social (Facebook & Instagram),

Main Social (Facebook & Instagram), Google Social (Facebook & Instagram),
Google (SEM, Display),
Channel (SEM, Display), Publishers Google (SEM, Display), Publishers
Publishers

eAZy Connect, Allianz Hospital Assist,

Product Cancer Care, Online Health,
Business Opportunity, Individual Car Insurance
Advertised Insurance, Promotion
Insurance

Static image format with a short Static image/motion format with a

Creative Static image format with a short
headline highlighting promotion short headline highlighting
Approach headline highlighting the product
or the product promotion or the product.

Main Traffic to website is the biggest

Lead campaign focus. Traffic to website campaign.
Objective proportion, followed by lead campaign.

14
COMPETITOR REVIEW SUMMARY
ALLIANZ FWD LIFEPAL

Existing customers. Existing customers and New

Target Audience Focusing on productive age 20 - 40 years Existing customer and new customer customers with age group Gen Z and
old. Millenials

FBIG: IDR 300-500 Mio for 1 Year

FBIG: Est. IDR 300-500 mio for 1 year
Estimate
SEM : Est. > IDR 500 Mio for 1 year
Investment
Youtube: Est.> IDR 500 Mio for 1 Year
SEM : Est > IDR 500 Mio for 1 year
FBIG: N/A
Youtube: Est. < IDR 500 Mio for 1 year
Youtube: Est. < IDR 500 Mio for 1 Year
Display Ads : est. > IDR 500 Mio for 1
Year

Allianz is promoting their products through

FWD still focuses on promoting their Copywriting based for their social
their social media.
products, benefit and USP content. Younger audience approach.
Additional They’re also actively running digital
Remarks activity. Their current hashtag right now is
They have series of campaign namely The communication more into daily life
#YukBerbagiSemangat and
#everydayHeroes and riding the trend
#AllianzLifeChanger

15
COMPETITOR REVIEW SUMMARY
ALLIANZ FWD LIFEPAL

Facebook &
Instagram

Google

16
Chapter 2
Digital Potential Reach
Global Digital Data
Top 3 sources of new brand discovery:

Search Engines
33.9%
Ads on Television
32.6%
Word-of-mouth
Recommendations
29.4%

Source: Hootsuite, We Are Social

Digital 2021: Indonesia
Indonesia’s current digital situation from We Are Social 2021

TOTAL UNIQUE MOBILE INTERNET ACTIVE SOCIAL

POPULATION PHONE USERS USERS MEDIA USERS

274.9 Million 345.3 Million 202.6 Million 170. Million

Urbanisation 57% vs. Population 125.6% vs. Population 73.7% vs. Population 61.8%

Population Essentials Highlighted Point

➔ Female population: 49.7%
➔ Male population: 50.3% Internet Penetration in Indonesia reached over 73%
➔ Population aged 16 to 64: 66.2% and more than 50% of the Indonesian population uses
➔ Median age: 29.9 the internet and is active in using social media.
Digital 2021: Indonesia
Share of Web Traffic

By Device By Browser

1 66.9% 1 78.0%

2 32.6% 2 7.5%

3 0.5% 3 4.9%

4 2.9%
Highlighted Point
More than 50% web traffic is from Mobile phones.
So, it is great to make a website that suitable for 5 2.4%
mobile phone.
Source: Hootsuite, We Are Social
Accessing Media Duration
When accessing media, users in Indonesia spent vary duration of time.

Online Content Activities

Percentage Daily Time Spent on Media Duration
(via the internet)

Watch Online Videos 98.5% Using The Internet 8h 52m

Watch Vlog 74.3% Watching Television
2h 50m
(broadcast & streaming)
Listen to Music Streaming
84.0% Using Social Media 3h 14m
Services
Using Music Streaming
Listen to or watch podcasts 58.0% 1h 30m
Services
Listen to online radio stations 52.1% Listening to Podcast 0h 44m

Source: Hootsuite, We Are Social

Top 10 Most-used Social Media Platforms
Users aged 16 to 64

1 93.8% 6 44.3%

2 87.7% 7 39.4%

3 86.6% 8 38.7%

4 85.5% 9 35.6%

5 63.6% 10 28.5%
Source: Hootsuite, We Are Social
 DIGITAL UPDATES

Chapter 2
➔ IG Reels Ads
DIGITAL UPDATES
➔ TikTok for Business
➔ Twitter Convo
➔ Youtube Music
Digital Updates
SEARCH ADS
Search - Image Extension
New extension for search ads Showcase your brand with relevant visual

Get the most from your image extensions, upload square and
landscape images. This gives the system different options to
choose from and more opportunities to show your visuals.

Best practices to create effective image extensions:

✓ Utilize both image extensions & dynamic image extensions
✓ Create the right image extension based on your account
structure
✓ Add 3 unique images to the extension
✓ Implement images with both kinds of aspect ratio
✓ Add relevant images
Digital Updates
FACEBOOK & INSTAGRAM
Instagram - Invite Collaborator
Invite another account to be a collaborator

From the tagging screen, inviting other

account to be collaborator on the post or
reel. (If accepted) Both account will
appear in the post or real header, and it
will be shared to both sets of followers.

It’s a new, more

straightforward way and
giving such transparency in a
professional partnership!
Instagram - Reels
Short entertaining videos that are easily discoverable across Instagram

What’s so special The newest update?

about Reels?
It’s the best place on IG to reach
people who don’t follow you and are
growing global stage where creators
and brand can be discovered by
anyone.
1. Create a Branded Content Reels Ad
via Ads Manager with or without an
existing reel
2. Create a Reels Ad via Ads Manager
using an existing reel

What’s in it for brands? The Objectives?

These new features will help brands and ● Conversion

creators maximize reach and drive ● Reach
conversions through the highly creative ● Traffic
and culturally relevant platform of Reels ● Video Views
● Brand Awareness
● App Installs
Utilizing IG Reels - Insurance Account

Some of insurance player’s

IG account has utilized the
reels feature.
Lifepal is the most active
account utilizing reels.
IG Live - Leverate x BRI
A Two Ways Activation Through IG Live

Utilizing IG Live

Creating an activation through IG live to trigger two

ways interaction. A mix of house tour, talk show, home
& decor tips which presents a show unit from BRI
partner developers.
Digital Updates
TIK TOK
Insurance Overview in TikTok
How big is insurance traction in TikTok?

What is the top content about? Education

about insurance, sharing tips & tricks,
information about insurance, etc
TikTok as a breakthrough approach
Get more connected with the customers in fun way

Some of insurance players

in Indonesia started utilizing
TikTok as one of the platform
to approach their customers.

Mostly communicating about

insurance in fun way and
easy-to-digest content.
Leverate X Smartfren : Hahstag Challenge Placement
How big is insurance traction in TikTok?
Leverate X TIKI - TikTok Creative Content Strategy
To maximize digital interaction in other social media platforms. #PaketmuDuniaku

CAMPAIGN OBJECTIVE
TIKI is a leading shipping service company in
Indonesia, established for the first time in Jakarta in
1970. TIKI wants to explore other social media
platforms focusing in TikTok platform. They want us
to provide content ideation & strategy that has high
relevancy amongst their potential audience,
especially millennials.

WHAT WE DO:
• We crafted the content & creative approach is
carried out in a fun, interactive, and
approachable style following their brand
DNA.
• Not only prepare launch video campaign for
their TikTok official account, however we
build new character called “TIKITIK &
TIKITOK” as the brand representative of TIKI
shipping services. #PaketMuDuniaku
Digital Updates
TWITTER
Twitter Convo
6 trends to help brands stay ahead of what’s happening

Wellbeing ➔ Embracing self-care

Prioritizing self-care and mental awareness ➔ Mental Health Matters

➔ Aspiring Makers
Creator Culture
➔ Conscious Creator
More making in the hands of many
➔ Creativity at Home

➔ Imaginative Escapism
Everyday Wonder
➔ Acting on Astrology
Fascination with our world and beyond
➔ Wisdom of Myth and Folklore
One Planet ➔ Next to nature
Driving toward a sustainable future ➔ Environment Urgency
Tech Life ➔ E-commerce Takeover
Inspiring a better-connected life ➔ Knowledge Powered by Tech
My Identity ➔ Fan Power
Embracing a true expression of self ➔ Ethics in Action
Twitter Advertising - Takeover Product
Premium placement on first promoted tweet & trending topic to reach most of the users.

First View Promoted Trend Promoted Trend Spotlight

Premium video placement & Be the first promoted tweet that Pairing the undeniable stopping
maximum reach as the first every Indonesian user will see for power of video with the premium real
promoted tweet in every user’s the day estate of Twitter’s Explore Tab.
timeline

4:1
2
Home

0:2
2

Promoted
Leverate Study Case for Twitter Conversational
Honda Scoopy x Leverate
Twitter Conversational
Conversation in Twitter that could trigger virality
Twitter Conversational - Your Style Your Show
Conversation in Twitter that could trigger virality
Digital Updates
YOUTUBE
YOUR AUDIENCE ARE
In ID, Music watch time

CONSUMING THEIR on mobile and tablet has

grown over

FAVOURITE MUSIC 50% YoY

CONTENT WHEN
AND WHERE Watch time
increased
THEY WANT over 66%
YoY
Source: YouTube Internal Data, Indonesia (2019 vs. 2018)
YouTube Advertising
Video campaign recommendation.
YouTube Campaign Recommendation:
✔ Skippable: viewers are given the choice to skip the ad after
5 seconds.
✔ Companion banner: optional display banner (300x60) to
be placed when your video ad is being played.
✔ Bumper: maximum 6 seconds & unskippable,
designed to maintain awareness and reach.

Targeting:
✔ Avid YouTube streaming
✔ Content: based on interest

Buying Type:
✔ Skippable: pay per view (CPV). Advertiser will get charged if
the viewer has watched the video for at least 30 seconds or
full length if the video duration is less than 30 seconds
✔ Bumper: pay per impression (CPM)

Recommended Video Ad Duration:

✔ 15 secs to 30 secs
 YouTube Masthead
Drive awareness and interest with a mass audience
Drive mass reach on YouTube’s front page with Mastheads
100% share of voice across screens and devices

Youtube Masthead Buying → CPM

▪ Prominent & exclusive placement to

showcase
your brand across devices
▪ Native mobile video experience
▪ Requiring only a YouTube video url, this
high impact experience is easy to
create

>90 million unique monthly viewers in Youtube, with 91% of

Indonesian Online Population
Youtube LineUps & Roadblock
Drive mass reach with 60%-100% SOV in any big & popular YouTube Channel

Local Tech Indo Top Music Gaming (+500

TENTPOLE PROGRAMS CUSTOM
Reviewer +70 Chart Channels
Channels +150 Channels Drive brand association with key Build your own by hand
K-POP (+200 moments in Sports (Olympic, Euro, selecting the channels
Channels
YouTube generated etc), Music Festival (YTFF, etc), Local you need
packages based on topic, TV Station (MNC, etc), and many more
Many More
audience, or moment

Launching Night with YouTube Music Always On Mabar with +10 YouTubers Gamers Inspirasi Perempuan Festival by Fold
Leverate Study Case : Exclusive BLACKPINK X YT Roadblock
The BLACKPINK experience - exclusive sponsorship by Xiaomi Indonesia

Roadblock period :
1 month

Total Roadblock Impressions

+46,838,591 (supassed the forecast
30.1M-45.2M)

View Through Rate

14.21%

Post Roadblock Impact for Xiaomi :

● Immediate impact on search lift
● Add recall for Xiaomi
● Increase brand consideration
● Increase purchase intent
Digital Updates
OTT & GAMING
(VIDEO SOLUTION)
 Video
Solution
Video Solution 01
GAMING
category

SHARE OF TIME ON MOBILE

logo

At 25%, majority of time spent by

users on mobile is on gaming.

Therefore, providing a strong

platform for brands to engage the
user via ads multiple times.

(*) Q: Thinking about the last 24 hours, how much time do you spend on your mobile for the
following activities?
n = 833
KEY PARAMETER ACROSS GAMING

AVERAGE TIME SPENT

GAMING PER DAY

FREQUENCY OF PLAYING
MOBILE GAMES

BEST GENRES OF
MOBILE GAMING

PREFERRED TIME TO PLAY

MOBILE GAMES
 REWARDED VIDEO

Moment = Need a life / power booster to progress in a game

VIDEO Action = Watch an ad and get power boosters

ADS

Awareness
& Conversions

WHILE PLAYING A GAME, USERS OPT-IN TO WATCH A VIDEO AD IN EXCHANGE OF PREMIUM IN-GAME CURRENCIES/REWARDS.

BY PLACING THE BRAND VDO / ITVC DURING A KEY MOMENT WITHIN A GAME, SUCH AS AFTER A PLAYER HAS LOST A LIFE - REWARDED VIDEO ADS ARE MORE RECEPTIVE
AND ENCOURAGES USERS TO INTERACT MORE FREQUENTLY WITH ADVERTS.
RICH MEDIA  JOURNEY

USER ENGAGES WITH USER IS REDIRECTED TO THE

USER PLAYS MOBILE GAME THE INTERACTIVE AD DESIRED LANDING PAGE

INTERSTITIAL
DISPLAY AD AFTER ENGAGEMENT USER SEES THE END
APPEARS FRAME WITH THE BRAND
COMMUNICATION & RELEVANT CALL TO
ACTION
 GAMIFY YOUR AD
PLAYABLE BANNER ADS
BESPOKE MINI GAMES FOR BRANDS

HIGHLIGHT BRAND’S KEY GENERATE HIGHER

PLAYABLE ADS AN HIGH BRAND RECALL VIA
ASPECT IN A PLAYFUL & ENGAGEMENT
EFFECTIVE INAPP AD STRATEGIC GAMING
ENGAGING WAY COMPARED TO OTHER
FORMAT INTERACTION
FORMATS

RUNNING MINI MAZE FRUIT NINJA MEMORY PUZZLE SHOOTING COLLECTING

GAME GAME GAME GAME GAME GAME GAME

A SINGLE AD UNIT THAT COMBINES INTERACTIVITY ALONG WITH GAMIFICATION IN ORDER TO GIVE THE USER A COMPLETE
GAMING EXPERIENCE, WHILE AT THE SAME TIME CONVEYING CORE BRAND MESSAGING AND HIGHLIGHT THE KEY
PRODUCT/SERVICE
DYNAMIC CREATIVE OPTIMIZATION

TIME & DAY PARTING WEATHER UV INDEX PERSONAS

We can also do it for AQI index

RAINY

DIFFERENT COMMUNICATION & DIFFERENT COMMUNICATION & Audience classified based on personas &
DIFFERENT PRODUCTS SHOWCASED DIFFERENT PRODUCTS SHOWCASED show relevant banners

DAY NIGHT HIGH EXTREM FAMILY PERSONAS BARGAIN HUNTER

E

SUNNY
Video Solution 02
OVER THE TOP (OTT)
SNAPSHOTS OF OTT PLATFORM - INDONESIA
OTT PLATFORM - INVENTORY
PRE & MID ROLL
>80% VCR
Average Video Completion Rate
Pre / Mid Roll is the most common
advertisements. Its ad placement accesses
consumers while they’re still willing to sit
through an advertisement. Higher chance
the advertisement will be watched entirely
with right length video
DIGITAL BRAND INTEGRATION
(DBI)
DBI allow brands to be inserted into a popular
simulcast content digitally during post
production. Presents a unique opportunity for
brands because it allows them to seamless
insert their advertising into content, in a way
that is unblockable and unskippable.
SPOTLIGHT
A Spotlight is a digital billboard placed on the
OTT’s homepage (App or Website) for
stipulated time. The homepage ad can have
multiple images in a carousel form.
SHOW SPONSORSHIP
A show sponsorship let’s a brand
activate their brand objective by
taking an exclusive category
association with a Viu first release or
Viu exclusive show which is trending
in Indonesia.
Digital Updates
PROGRAMMATIC
Programmatic
Digital Updates
SUMMARY
How Can We Leverage the Updated Trend?

Astra Life’s Awareness

● Programmatic
● Instagram Invite Collaboration & & OTT letting
Reels aiming to reach more us as a brand
audience from both account. to be in every
touchpoints of
our audience.

● TikTok as a rising
● Twitter as a conversational platform for
platform to make the audience awareness
“talk” about us and getting campaign.
more exposure.
How Can We Leverage the Updated Trend?

● Search - Image Extension can

help to increase consideration
towards us as the audience can
Consideration Towards Astra Life have a visual to what we
actually offers.
THANK YOU!
PT LEVERATE SERVICES INDONESIA
The Plaza – 40th Floor
Jl. MH. Thamrin Kav 28-30
10350 Jakarta Pusat