Indonesia is home to the largest video ad market worldwide, with a groundbreaking market value of 2779 million US dollars (Statista). This offers significant opportunities for advertisers to enhance their brand awareness and reputation via cross-channel advertising in the approaching & popular Indonesia OPEN which is a 5 day affair. As with every sport, advertising at prime sporting moments works best to capture viewer attention and boost brand presence. Here, ephemeral content and FOMO marketing can be a great booster for brands to engage with their audiences without causing ad fatigue. This is thanks to the brief availability of ads to viewers, which creates a sense of urgency to interact and FOMO (Fear of Missing Out) a good deal.

However, by using the comprehensive targeting options offered by CTV, brands & advertisers can effectively ‘utilize’ every serve! They can easily align their brand narrative with the tournament to enhance consumer resonance with their offerings and secure enhanced engagements. The Indonesia OPEN is a widely acknowledged badminton tournament held annually with a reportedly huge native & international viewership. It is high time for brands to appeal to sports enthusiasts by seamlessly integrating ads into the viewer streaming experience using premium inventories across devices. With this, they can smash elevated VTR % with an immersive ad experience and build a premium brand impression of themselves. Additionally, they can leverage moment advertising and drive a highly effective omnichannel campaign to captivate a wide audience with a specific interest in badminton. AI plays a significant role in this by analyzing vast amounts of consumer data in real-time to find key moments when viewers are most receptive to brand ads. The goal is to capitalize on these fleeting opportunities with attention-grabbing and interactive digital marketing ad solutions.

For this, leveraging AI-powered real-time sports triggers ensures messages reach the target audience at the most opportune moment of the tournament. This helps enhance the impact of ads during the Indonesia OPEN and leads to increased returns with a complete advertising funnel from awareness to conversion. For instance, the display of brand ads immediately after a winning stroke during a match capitalizes on the heightened emotions of the viewers and enhances the brand image by 10x, creating an everlasting impact.

Also, since the audience mostly consists of working professionals and high school students with busy schedules, they often switch between devices to stream their favorite matches. Here, brands can maximize the power of social media and ephemeral content! For example, while scrolling through social stories, a consumer may come across ads that are available for a minimum period of time. The exclusivity of the deal urges them to make quick decisions and avail of the exciting offer at the earliest to avoid missing it. Let alone, stats depict the multi-touch attribution market to grow to 4.05 billion dollars by 2029. Further showcasing opportunities for expanded reach and longevity of brand campaigns by capitalizing on peer-to-peer recommendations and viral content on social media.

Moreover, FOMO (Fear of Missing Out) marketing cultivates a sense of exclusivity and anticipation around their campaigns and compels consumers, who are seeking involvement in the shared experiences, to actively engage. Not to mention, when it comes to sports every moment counts and FOMO allows brands to optimize their ad spend by seizing every second of the tournament. Whether it’s the thrill of a game-changing goal, the tension of a tiebreaker, or the celebration of a championship victory, these moments elicit strong emotional reactions from viewers. So, brands must adapt to these changing emotions and be able to adjust their messaging in real-time to ensure that it remains relevant and resonates with their audience.

Thus, the fusion of ephemeral content, FOMO marketing, and real-time ad strategies during events like the Indonesia Open 2024 presents an unparalleled opportunity for brands to connect with audiences across multiple touchpoints. Looking ahead, as technology evolves, so will the strategies to ensure brands lead digital marketing innovations from the forefront and achieve maximum brand outcomes.

Written By: Edo Fernando, Country Head – Indonesia, Xapads Media