TV Ads Are A Surprising But Important Part of Line & WeChat’s Indonesian Marketing Strategy


As the War of the Asian Mobile Messaging Apps heats up, Indonesia is becoming one of the most important battlegrounds for players like WeChat and Line–and TV ads are a surprising but effective part of their artillery. Though the country currently has one of the lowest Internet penetration rates in Southeast Asia, a large and youthful population (27% of its 242.3 million people is 14 or younger), and rapid mobile Internet usage growth means there is plenty of potential there for tech companies.

WeChat and Line are in a very close race to the top. On Sunday, Chinese Internet giant Tencent declared in a press release that WeChat had hit the top of the charts for both the App Store and Google Play in that country. Tencent’s announcement came just one week after Japan-based Naver said Line‘s Android app (link via Google Translate) had taken the top spot.


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