Deep-learning algorithms and retargeting to play a role in Indonesia's e-commerce growth: RTB House

Indonesia’s e-commerce players will increase adoption and reliance on retargeting to improve customer engagement and conversion rates, strengthen branding and enhance return on investment (ROI) on their marketing spends, said RTB House.

The company which provides retargeting technology for advertisers noted the majority of Indonesia’s 260 million population are the Internet and using mobile devices for purchases, and the country represents one of the largest online marketplaces in the world flanking China and India. Citing Indonesia’s Information and Communications Technology Ministry, RTB added e-commerce in the country is expected to grow to up to US$130 billion in 2020.

Chandra Kuncara, country director, South-east Asia, RTB House said: “We expect a substantial growth in Indonesian e-commerce players’ adoption of retargeting and what will really drive this is improved ROI on their marketing spend as our technology based on deep learning, helps to profitably and effectively drive new customer acquisition and entice existing users to their online marketplace. Deep learning is currently the most promising subfield of artificial intelligence. We believe these new digital ways will help our customers (marketers) succeed.”

RTB House is currently partnered with the likes of Zalora and Sale Stock Indonesia. RTB House helped Zalora Regional launch new customer acquisition and re-engagement campaigns across Asia-Pacific, enabling Zalora to serve shoppers exclusive, personalised adverts and offers based on their unique fashion and shopping interests. Said campaigns resulted in 0.5 million sessions delivered every month for Zalora, increased conversion value by 30% (compound monthly growth rate) and 498% ROAS from the combines retargeting activities across all markets.