2025年印度尼西亚品牌安全与营销技术行业报告

FOREWORD SUTANTO HARTONO Managing Director of Emtek, & Chief ExecutiveOfficer of SCM, Chairman MMA Global Indonesia he MMA Indonesia Brand Safety & MarTech 2025 Industry Report offers marketers andbusinessleaders a roadmap to future-proofing their strategies.From AI contentpipelinesto real-time customer engagement,from ethical governance to platformmonetization models, it brings together deep insights and expert perspectives to helpnavigate the digital frontier.T Digital transformation has acquired dimensions beyond just competitive advantage; it is thedefaultsetting for business survival in 2025.In Indonesia,where internet penetrationexceeds 77% and mobile-first behavior dominates, AI is the beating heart of marketing. TheIndonesian AI market, projected to grow at a CAGR of 26.28% and reach USD 12.06 billionby 2031.1 Another rapidly evolving aspect of modern marketing is the creator economy—fueled byGen Z and Millennial audiences. In Indonesia, influencer ad spending is projected to grow byUSD 257.35 million in 2025.2But reach alone is no longer the metric. At the same time, Connected TV (CTV) in Indonesia is gaining traction, with advertisingexpected to cross USD 2.1 billion in 2025.3With CTV, advertisers gain the precision of digitaland the storytelling power of television—a convergence that opens new possibilities but alsodemands new safeguards. Mirroring the CTV growth in Indonesia, the OTT consumption is becoming mainstreamacross urban and emerging markets alike as a mobile-first audience increasingly turns tostreaming content. Viewers now expect seamless, on-demand access to local and globalcontent. For brands, this shift presents both reach and risk: while OTT enables preciseaudience targeting and dynamic creative formats, it’s not immune to content adjacency andad fraud. As with CTV, achieving scale must go hand-in-hand with ensuring safe, relevant,and respectful viewer experiences. The MMA Indonesia Brand Safety & MarTech 2025 Industry Report offers both a diagnosisand a prescription. It calls on marketers to rethink how brand safety is defined and delivered.Today, brand safety must encompass more than avoiding harmful content, it must extendinto data ethics, responsible media practices, and inclusive narratives. For marketers, it is key to look into how do we can maintain control, trust, and transparencyin an algorithm-driven world and what can we collectively do to distinguish our brands in asaturated attention economy while protecting them from reputational risk. This report is awindow to provide some key insights and help navigate as we go along. 1https://www.researchandmarkets.com/reports/5735227/wind-electricity-market-report2https://www.statista.com/outlook/amo/advertising/influencer-advertising/worldwide?currency=USD3https://www.statista.com/outlook/amo/advertising/indonesia?currency=USD FOREWORD SHANTI TOLANI Country Head & Board of Director Indonesia t MMA Global Indonesia, our commitment is unwavering: to equip Indonesia’s marketing& advertising community with the foresight, tools, and strategic clarity to build brandsthat are trusted, agile, and future-ready.A This Brand Safety and MarTech 2025 Industry Reports unpacks the ecosystem that providesmarketers and business leaders with actionable insights, credible data, and a panoramicview of the opportunities and risks shaping digital growth in 2025 and beyond. In an era where precision, speed, and trust define market leadership, Artificial Intelligence(AI) is the nerve center of modern marketing. For Indonesia, this shift is already underway.The country’s AI market is projected to expand from USD 2.2 billion in 2022 to USD 9.1 billionby 2031, a staggering 306.4% growth trajectory that is rewriting how brands engage withconsumers and how marketers make decisions.1 As AI transforms how campaigns areplanned, deployed, and measured, the imperative for marketers is two-fold: extract valuewithout compromising on integrity. The MMA Indonesia Brand Safety & MarTech 2025Industry Report serves as an essential compass in this rapidly evolving terrain. TheASEAN Responsible AI Roadmap 2025–2030 sets the groundwork for ethicalgovernance, calling on both policymakers and industry to develop AI systems that aretransparent, accountable, and inclusive.2 RetailMedia Networks(RMNs)offer another powerful frontier.With Indonesia’s retailmarket poised to grow by USD 49.9 billion between 2025 and 2029,3RMNs are reshapingthe media buying ecosystem, allowing brands to tap into first-party data and close the loopbetween ad spend and real-time conversion. In parallel, the rise of social commerce isblurring the boundaries between content, community, and commerce. Indonesia’sprojectedascenttotheworld’s7thlargesteconomybyGDP(PPP)in 20254 brings with it more informed,digitally active,and brand-awareconsumers. Marketers are no longer simply storytellers—they are experienced architectsnavigatinga marketplace that demands personalization,cultural nuance