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Jakarta – 6 July 2015: Nielsen, a global performance management company, today announces its strategic partnership with Fractal, a local-leading research company for out of home media, to launch Indonesia’s first syndicated out of home media measurement service. This partnership will provide enhanced insights on outdoor advertising effectiveness to help advertisers get the best return-on-investment from their advertising strategy through the right competitive analysis, the right location selection, the right audience targeting and the right extent of investment.

Currently penetration of outdoor media in Indonesia is 52%, which is the second highest penetration level behind television. With more than two thirds of Indonesians (67%) going out on weekends and weekdays, 25% of time spent out of home, and an average of one to two hours spent travelling, outdoor media represents significant opportunities for advertisers.*

“We are thrilled to be partnering with a leading media company such as Fractal and the opportunities this partnership provides in terms of delivering new insights to our clients,” emphasizes Agus Nurudin, Managing Director, Nielsen Indonesia. “Outdoor advertising is commonly perceived as a high investment media because of the extra effort required to implement and the lack of metrics on its effectiveness. Having greater clarity around outdoor advertising will help advertisers make more informed decisions on their advertising investments.”

More than seven in 10 Indonesians between the age of 20 and 49 years say that they see static outdoor advertising while travelling out of home, with penetration rates spiking in major cities such as Greater Denpasar (89%), Banjarmasin (88%), Solo and Palembang (86%) and Medan and Makassar (85%).

“The combination of Nielsen’s global expertise in consumer and marketing insights with Fractal’s local understanding of out of home media will provide a comprehensive view to our clients to ensure that their outdoor media strategy and investment is more focused,” said Agus.

With the syndicated media measurement, advertisers from different industries such as banking, telco and FMCG can get a read on the outdoor media landscape through the insight journey that measures three variables:

  1. Own sites monitoring and competitive analysis where Nielsen-Fractal monitor the outdoor media in a city including the content and physical condition, create scoring based on technical, geo-demographoc and traffic aspects and update the monitoring monthly. The outdoor medium covered includes Billboard, Baliho and Videotron. Currently the service is available in DKI Jakarta area and will expand to 4 other cities.
  2. Benchmark the market by monitoring advertising. This step will enable advertisers to know the spending of their category and competitors and for site owners to know the right price of their own site and those of competitors’. This will then set the standardized rate card that is accepted by industry.
  3. Describe audience profile, opportunities to see and also reach and frequency to measure campaign effectivity.

“Our partnership marks a milestone in outdoor media industry.” said Reza Sjarief, Managing Director of Fractal. ”We are the first in Indonesia to provide a syndicated out of home media measurement. Advertisers have been questioning about the competition, location, audience and investment for their outdoor strategies. That is what we are here for today, and together with Nielsen we are committed to deliver our best services to help our clients win with better outdoor media strategy.”

*Source: Nielsen Consumer & Media View, 2015

About Nielsen

Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA, and Diemen, the Netherlands. For more information, visit

About Fractal

Fractal Indonesia is an Independent Research Service in Out of Home media, an analytics company focusing on high impact loyalty program, digital space optimization and advanced data mining designed to optimize marketing ROI. Fractal houses the largest public consumer database compiled with the Digital Map in Indonesia. For more information, visit


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