In this exclusive “Masters of Media” series, Integral Ad Science (IAS) speaks to the Movers and Shakers of the Southeast Asia advertising industry, on all matters digital.
Sundjoyo Sukowijoyo is the VP of Operations at Emtek Digital, the largest media companies in Indonesia. He has over a decade of experience working with brands and advertisers in the region.
Integral Ad Science (IAS): Please tell us about your digital advertising journey and your current role
Sundjoyo: I started my digital journey in 2008, as Cityguide Manager on Kapanlagi.com. I lead the data team to collect information on restaurants, coffee shops, etc, and provide localised insights for eight major cities in Indonesia on how to positively harness that information. I then moved on to manage VAS operations and later got involved in programmatic sales and sales operations on Kapanlagi Networks. In 2018, KLN merged with KMK Online, and I became the VP of Sales Operational and Partnership at KLY. In 2020, we created a business unit called Emtek Digital, responsible for KLY, Vidio, and Bukalapak and I lead all aspects of Sales.
IAS: Emtek Digital is the largest and most integrated media company in Indonesia, how is it positioned to grow in 2021?
Sundjoyo: Despite the pandemic in 2020, we recorded positive growth. With our full stack of services that ranges from creating user awareness to engaging digital and video, leading to the purchase funnel. We are very optimistic for another positive growth in 2021.
IAS: How has content viewership changed during the pandemic?
Sundjoyo: In the second quarter of 2020 streaming video increased substantially as did news consumption and listening to the radio, along with online school and work from home activities. The number of plays of video-on-demand and live streaming has increased rapidly. Some of the brands have begun to switch their campaigns into online activities, in order to get in touch with their loyal user.
IAS: How is Emtek digital engaging the millennial consumers and their mobile-centered lives?
Sundjoyo: Our priority is to create a strong mobile-first experience. Every product and service that comes out from our product team, must be accessible by the mobile users. As we know, Millennial users are raising their expectations. We’re focused on innovation and improvement of our offerings to create new trends in the market. That is one of our ways to keep high engagement with our millennial users.
IAS: In your opinion is the industry doing enough to combat the trust and transparency challenges in the digital supply chain?
Sundjoyo: Yes, the industry is changing. However, there are so many parties involved in this exchange and that confuses the advertisers and publishers on which products, services, or solutions to use.
It would be great if we could have one Industry measurement standard (such as MRC on viewability) to be followed by advertisers, agencies, and publishers. This would bring transparency and credibility.
IAS: What does the future of OTT and CTV look like in Indonesia?
Sundjoyo: OTT and CTV have a bright future in Indonesia. Many players are coming to Indonesia and this indicates that the market in Indonesia is a high potential for OTT and CTV. This is aided by the number of internet users in Indonesia, as of the end of 2020 more than 70% of the population has access to the internet.
IAS: What’s your favorite book/podcast/movie and why?
Sundjoyo: I like books and movies that are positive and provide pure entertainment, education, or inspiration. Don’t enjoy negative storylines too much, find it draining.
That’s why we have to try to find a positive side for every circumstance and learn to enjoy it 🙂
IAS: What is your advice to the fresh talent in the industry?
Sundjoyo: Keep learning, and don’t be afraid to raise your hand and get involved in good and purposeful activities. Be open to experiences and just do it!