The pandemic is slowing down, it's time for the advertising industry to rise up to organize itself: https://mercuryfm.id/18/28552/18 December 2021

The condition of the advertising business so far has not made much of an echo. Even the chairman of the East Java Indonesian Advertising Companies Association (P3I), Haries Purwoko, also revealed that since the last 4 years, the general condition of advertising, especially in the regions, has experienced a significant downturn due to technological disruption.

"Especially with the impact of the pandemic in the last two years, business has declined. Some have even gone out of business and switched professions to other businesses. But we must be optimistic, especially with the high vaccination achievement, so that the business world can move again. Time to get back to running. Through innovation and collaboration, we hope that the advertising industry will improve again," said Haries Purwoko, met after being re-elected to lead P3I East Java for the period 2021-2025 at Graha Kadin, Saturday (12/18/2021).

On the same occasion, the Secretary General of the Central P3I, Hery Margono, also admitted that currently, the performance of the advertising industry is indeed experiencing stagnation, even though under normal conditions, advertising spending always experiences double-digit growth every year.

75 percent of Indonesia's total advertising spending will be digital in 2025:https://www.campaignindonesia.id/article/groupm-75-persen-total-belanja-iklan-indonesia-dikuasai-digital-di-2025/1899589/12 December 2024

The Indonesian advertising industry is predicted to record solid growth of 9.5 percent by 2025, with a total market value reaching US$6.445 billion, according to GroupM's latest report released on December 9, 2024. Digital transformation continues to accelerate the growth of the national advertising market. GroupM projects that Indonesia's digital advertising spending will grow 13.8 percent and account for 75 percent of total advertising spending by 2025, this digital penetration in Indonesia even exceeds the global projection of 72.9 percent.

Retail media has emerged as a noteworthy segment in Indonesia's digital advertising landscape. According to GroupM, this segment will reach a value of US$642 million, with growth reaching 17.8 percent. This rapid growth aligns with global trends, with retail media projected to surpass TV revenues for the first time globally. Television remains a strategic medium in Indonesia, accounting for 16 percent of total national advertising spending, equivalent to US$1.071 billion. This figure confirms the important role of television in the country's media mix, even though its growth is more moderate than that of digital channels.