Power Of In-App Video Advertising In Indonesia


Over the last few years, Indonesia has experienced a shift toward digital, mobile remains the primary means through which people interact with brands and consume the content. As seen from the many digital advertising approaches, in-app video advertising has proved to be an effective tool in advertising. Let’s look into how in-app video advertising operates in Indonesia, how it can assist and why it is a strong tool that should not be overlooked in a speeding Indonesian market.

Digital Environments in Indonesia

Before delving deeper into what in-app video advertising entails, there is a need to establish an understanding of the broader Indonesian digital market context. Indonesia has a population of over 270 million people and this makes it the fourth most populous country globally. The country has passed a stage of a sharp connection increase and currently has more than 175 million internet users by 2021. This is chiefly due to the increase in mobile internet use, where most of the Indonesian population accesses the internet from their mobile phones.

The availability of cheaper smartphone devices and enhanced mobile connectivity networks has ensured Indonesians easy access to internet. Communication applications, social networks, and entertainment applications are the most preferred types of mobile applications with are a part of people’s daily life. Such popularity of mobile applications means there is a good environment that in-app video advertising can find its niche.

Why In-App Video Advertising?

Mobile application video advertising is the sort of video ads that are placed within mobile applications. These ads can come in different forms for instance the rewarded videos, the interstitial videos and the native video ads. The main advantage of using in-app video advertising is that it targets and engages consumers with useful content on their devices. 

1. High Engagement Rates

The nature of the video content is captivating in its nature. The nature of video ads seems to create more appeal since people are inclined to pay attention to moving images and sound than still images. One of the major benefits of in-app video ads is that it can convey a powerful message within a short time frame, which is actually quite valuable for marketers who want to leave a memorable impression.

Mobile applications have become the main source of entertainment as well as information in Indonesia; therefore, having a positive attitude towards video ads. Another strong aspect of the in-app video ads is that it keeps the users fully engaged and allows them to interact with the content, whether by clicking on the ad, watching the entire video, or taking a required action such as downloading the app or making a purchase.

2. Targeted Advertising

Another clear benefit of in-app video advertising is the capacity to reach the audience in a targeted way. Mobile applications gather lots of information regarding users’ behavior, their preferences, and even the demographics they belong to. It helps the advertisers to place relevant advertisements at the right place and at the right time.

For instance, a fashion brand may self-select young women in urban places who are engaged with fashion content. Thus, providing videos to this audience will encourage them to interact with it and, thus, contribute towards making the desired conversions and generating the highest possible ROI.

3. Improved Brand Awareness

Video ads are a powerful medium for storytelling. They allow brands to convey their message in a visually appealing and memorable way. In a diverse market like Indonesia, where cultural nuances play a significant role, video ads can help brands connect with consumers on a deeper level. By creating high-quality, culturally relevant video content, brands can build stronger emotional connections with their audience. This not only improves brand awareness but also fosters brand loyalty, which is crucial for long-term success.

4. Seamless Integration

In-app video ads can be seamlessly integrated into the user experience. Unlike traditional ads that can be intrusive and disrupt the user experience, in-app video ads can be designed to complement the app’s content. For instance, rewarded video ads offer users an incentive, such as in-game currency or extra features, in exchange for watching the ad. This creates a win-win situation where users benefit from engaging with the ad, and advertisers gain exposure.

5. Measurable Results

Another significant advantage of in-app video advertising is the ability to track and measure results accurately. Advertisers can monitor key performance indicators (KPIs) such as viewability, completion rates, click-through rates, and conversions. This data-driven approach enables marketers to optimize their campaigns in real-time, ensuring that they achieve the desired outcomes.

The Impact of In-App Video Advertising in Indonesia

The power of in-app video advertising is evident in its impact on various industries in Indonesia. Here are a few examples of how different sectors are leveraging this advertising strategy to achieve their goals:

1. E-commerce

The e-commerce industry in Indonesia has experienced exponential growth, driven by the increasing adoption of smartphones and internet access. In-app video advertising has become a vital tool for e-commerce platforms to drive traffic and boost sales. By showcasing product features, reviews, and promotions through engaging video content, e-commerce companies can attract potential buyers and encourage them to make a purchase. For example, leading e-commerce platforms like Tokopedia and Shopee use in-app video ads to highlight their latest deals and discounts. These ads are strategically placed within their apps, reaching users who are already in a shopping mindset. The visual and dynamic nature of video ads helps to capture users’ attention and drive conversions.

2. Gaming

The gaming industry is another sector that has greatly benefited from in-app video advertising. Mobile games are incredibly popular in Indonesia, with millions of users spending hours playing their favorite games. Game developers use in-app video ads to monetize their apps while enhancing the gaming experience for users. Rewarded video ads are particularly effective in gaming apps. Players are willing to watch short video ads in exchange for in-game rewards, such as extra lives or virtual currency. This not only generates revenue for the game developers but also keeps players engaged and coming back for more.

3. Entertainment and Media

Entertainment and media apps, such as streaming services and news apps, also leverage in-app video advertising to engage their audience. These apps often use video ads to promote new content, drive subscriptions, and increase user engagement.For instance, a streaming service like Vidio might use in-app video ads to showcase trailers of upcoming shows or movies. By providing a sneak peek of the content, these ads entice users to subscribe to the service or watch the featured content.

Best Practices for In-App Video Advertising

To maximize the effectiveness of in-app video advertising in Indonesia, marketers should follow these best practices:

1. Create High-Quality Content

Quality matters when it comes to video ads. Invest in creating visually appealing and professionally produced videos that capture the essence of your brand and message. High-quality content is more likely to engage viewers and leave a lasting impression.

2. Keep It Short and Sweet

Attention spans are short, especially on mobile devices. Keep your video ads concise and to the point. Aim for a duration of 15 to 30 seconds to ensure that your message is delivered effectively without losing the viewer’s interest.

3. Focus on Storytelling

Storytelling is a powerful way to connect with your audience. Use your video ads to tell a compelling story that resonates with viewers. Whether it’s showcasing the benefits of your product or sharing a customer success story, storytelling can make your ads more memorable and impactful.

4. Include a Clear Call-to-Action

Every video ad should have a clear call-to-action (CTA) that guides viewers on what to do next. Whether it’s downloading an app, making a purchase, or signing up for a newsletter, a strong CTA can drive conversions and help you achieve your advertising goals.

5. Optimize for Mobile

Since in-app video ads are viewed on mobile devices, ensure that your videos are optimized for mobile viewing. This includes using a vertical or square format, large and readable text, and ensuring that the videos load quickly and play smoothly on various devices.


In-app video advertising is a powerful tool that has transformed the digital marketing landscape in Indonesia. With its high engagement rates, targeted approach, and ability to deliver measurable results, it offers immense potential for brands looking to connect with Indonesian consumers. By creating high-quality, culturally relevant video content and following best practices, marketers can harness the power of in-app video advertising to drive growth, increase brand awareness, and achieve their marketing objectives in this vibrant and dynamic market.

To contact Hopbug and learn more about In-App Video Advertising, please reach out to our team at vineet@hopbug.com. We look forward to discussing how we can support your growth objectives.

Stay ahead in the dynamic landscape of digital marketing!

Contact us