MMA Global Indonesia is proud to unveil its Brand Safety & MarTech (BSMT) 2025 Annual Industry Report during a high-level media gathering held on June 5, 2025, at Emtek Hall, SCTV Tower, Jakarta. The Media Gathering Brand Safety & MarTech 2025 Industry Report Release is drawing marketing thought leaders, media representatives, and key contributors, marks a pivotal moment for Indonesia’s digital marketing and advertising landscape.
This BSMT 2025 Industry Report offers critical guidance on the imperatives of business growth strategies in the space of marketing and advertising in the form of clarity on the evolving intersections between growth-mindset, ideation, creativity, technology, and consumer trust. This year’s edition is particularly crucial for marketers and advertisers in leadership positions, as it provides early access to various insights and industry data, enabling informed decision-making ahead of market trends in the increasingly complex ecosystem of an expanding digital-first economy.
Opening the session, Shanti Tolani, Country Head & Board of Director Indonesia, MMA Global Indonesia, highlighted the growing urgency for organizations to realign strategies in light of Indonesia’s exponential and rapid digitization and high potential business growth. “The future of marketing lies in trust and transformation. This report empowers marketers to act decisively—with innovation, responsibility, and a clear view of the road ahead,” she remarked.
At the media gathering, the importance of the timely report was further distilled with some remarkable data across various sectors. Key findings presented by Fika Novia Rahma Putri, Research & Partnership Coordinator, MMA Global Indonesia, included the latest trends, outlook and insights on the following aspects;
Artificial Intelligence (AI) is poised to have a transformative impact on Indonesia’s economy, with projections indicating that AI could contribute up to USD 366 billion to Indonesia’s GDP by 2030. This is reflected in most industry leaders (92%) recognising AI as essential to maintaining competitiveness. In terms of AI adoption, 43% of the industry is in exploration phase but a significant proportion (22%) are early adopters while 10% of the respondents are expanding AI use. These strategic imperatives are underscored by compelling market indicators: Indonesia’s AI market is projected to expand from USD 2.2 billion in 2022 to USD 9.1 billion by 2031, representing a staggering 306.4% growth trajectory.
Complementing the AI revolution, the social marketing landscape too offers expanded opportunities, with the country boasting over 143 million active social media users – the largest user base in Southeast Asia and third largest in the Asia-Pacific region. Additionally, a whopping 48.8% of Indonesians use social media to stay updated on trending topics.
To capitalize on this extensive reach, successful brands implement the “3Cs” Framework for Social Marketing: Activating Conversations, Connecting Conversations to Commerce, and Building Community. Leveraging this opportunity requires a fundamental shift in how brands approach data management. They must treat data as a perishable asset, prioritizing systems over storage, recognizing consent as crucial, and focusing on activating data rather than just accumulating it.
Another interesting finding is that the country’s retail market is poised to grow by USD 49.9 billion between 2025 and 2029 along with Indonesia’s project ascent as world’s 7th largest economy by GDP (PPP) in 2025. Amidst other factors, Over-The-Top (OTT) and Connected TV (CTV) have emerged as dominant media platforms. Indonesia’s OTT marketplace is projected to reach $4.45 billion by 2027. CTV content consumption is growing rapidly, supported by a projected 12.59% annual growth in smart streaming devices, marking a major shift in audience engagement that requires brands to prioritize precision, cultural sensitivity, and contextual intelligence.
With internet penetration exceeding 77%, the digital transformation landscape offers unprecedented opportunities for forward-thinking organisations. However, this dynamic digital environment presents unique challenges, particularly regarding responsible media practices and brand safety. The average brand risk in Indonesia stands at 8.2%, significantly higher than the global average of 4.4%, indicating elevated risks for brands operating in digital spaces. This has catalyzed a shift whereby organisations actively align with trusted content, support diverse voices, and participate meaningfully in cultural conversations to transform potential risks into authentic brand-building opportunities.
The Brand Safety & MarTech 2025 Report along with details, data, insights and statistics for Indonesia, is now available online.
As the digital economy scales, the MMA Global Indonesia remains committed to catalyzing innovation that creates real value, for brands, consumers, and the broader business community. This report is a crucial initiative in this direction as it provides the definitive roadmap for marketers to build consumer trust while driving sustainable growth in an AI-driven economy.
About MMA Global Indonesia
The movement to make marketing matter more – and deliver more – is led by progressive CMOs and senior marketers committed to effecting change and driving growth. MMA brings these leaders together globally to tackle the toughest challenges on the CMO agenda. Leaders who invest their invaluable time and expertise to meaningfully move the needle.
Unlike any other industry body, MMA Global Indonesia’s intensive focus is on elevating marketing’s ability to create value. We don’t just talk about change, we catalyze it, and we act upon it. We arm members with evidence-based frameworks that are innovative, scalable, and repeatable. We come together with learnings from peer events in the shared pursuit of excellence at individual, organisational and industry levels.
As an MMA member, you’ll join an extraordinary community – the leading marketers of the world’s leading brands – that work and learn together to shape the future of marketing.
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