Testing Effectiveness Accelerated to Match Rising Advertising Spend

The Indonesian advertising market is projected to continue growing in the coming years. According to Dentsu data, advertising spend is estimated to reach Rp67.17 billion in 2025 and increase to Rp74.73 billion in 2027.

However, amid this upward trend, the process of testing television advertisements to ensure they hit the mark remains a challenge. Typically, this process takes up to two weeks, while brands are pressured to quickly ascertain ad effectiveness without lengthy waits.

Addressing this need, AdEff, an AI-based advertising content testing platform from MiningLamp Technology, has been officially launched in Indonesia. The platform can predict TV ad effectiveness and consumers’ subjective responses in just 15 minutes for 15-second ads and 30 minutes for 30-second ads.

In its process, the service involves brand experts and marketing research specialists in Indonesia to ensure validated testing results and that the AI model aligns with local cultural preferences and consumer behaviour.

“We see a growing need for rapid creative decision-making. AdEff is here to help brands reduce the risk of budget wastage through more accurate analysis,” said Vice President of MiningLamp Technology, Peking Tan.

Before arriving in Indonesia, AdEff was first used in China and Singapore. The platform is claimed to cut testing costs by up to 90%, while providing quick and precise ad optimisation recommendations, even down to per-second details of the broadcast.

In Indonesia, AdEff will be introduced by Orison Tech as the official partner of MiningLamp. Founder and CEO of Orison Tech, Dora Eflin, described Indonesia as a potential market in line with the rapid development of the digital and technology sector.

Moreover, the characteristics of the Indonesian market, which are seen as similar to China, are one of the considerations for expanding this AI-based technology, particularly in supporting ad content testing processes for brands. AdEff has also received international recognition through the 11th ECI Awards in entrepreneurship, creativity, and innovation for its innovative approach to creative content testing.

With a faster process and more efficient costs compared to conventional methods, AdEff becomes one alternative for brands and agencies in optimising their advertising strategies.