You are on page 1of 107

Simak Tren BISNIS PERIKLANAN

Seminar Berwawasan
MANAJEMEN MEDIA
Dr. Ishadi S.K., M.Sc. Dosen Koordinator

Iklan sebagai pendukung utama bisnis media.


Bagaimana iklan digunakan secara efektif di media.
Hubungan timbal balik media dan periklanan
dan bagaimana iklan memilih media.
Prediksi pangsa iklan dari tahun ke tahun di semua media.
Perubahan pilihan media melahirkan ancaman atau kesempatan

RTS Masli
International Advertising Association
Indonesia Chapter President

Jakarta, 7 November 2008

1
TENTANG IKLAN
KITAB ETIKA PARIWARA INDONESIA>
Tata Krama dan Tata Cara Periklanan Indonesia:

“Iklan adalah pesan komunikasi


pemasaran tentang suatu produk
yang disampaikan lewat suatu
media dan dibiayai oleh
pemrakarsa yang dikenal, serta
ditujukan kepada sebagian atau
2
MARKETING COMMUNICATIONS

The nature The structure


of of the
regulation promotions
industry
Regulating
advertising Agencies
activity Marketing
Communication
s
Regulating Advertising
sales agencies
promotion

Regulating The Current


public communicatio trends:
relations ns process technological
activities development 3
THE COMMUNICATION PROCESS

Sender Encoding Message Decoding Receiver

Media

Nois
e

Feedback Response

4
INDUSTRY STRUCTURE

Client
Advertisin companie
g s
agencies advertiser
s

The
Promotions
Industry

Suppliers
Media of the
Suppliers promotion
al material

5
ADVERTISING

Role of Creative strategy


Writing promotion in and the
advertisement the buying advertising
s process message

Graphic Advertisin The creative brief


design g

Measuring
Visual aids Branding advertising
effectiveness

6
THE ADVERTISING PROCESS

Marketing
Strategy

Identify and
understand target
audience

Define advertising
objectives

Set the advertising


budget
Message Media
decisions decisions

Execute
campaign

Evaluate advertising
effectiveness 7
4 P’s vs. 4 C’s
THE REALITY THE PERCEPTIONS

PROMOTIONS COMMUNICATIONS

COST TO
PLACE PRICE CONVENIENCE
CONSUMER

CONSUMER
PRODUCT NEEDS &
WANTS

4 P’S 4 C’S
8
HOW CREATIVE COMMUNICATION CREATES DEMAND

CONSUMER
Brand WHAT TO SAY HOW TO SAY CRAFTMANSHIP SHOWER PURCHASE
DECISSION

V CLIENT
SERVICE
CREATIVE DIRECTOR MEDIA CONSUMER

Process Service
WHY

EFFICIENT & EFFECTIVE


Marketing ADVERTIZE?
Mix

S M I L

TREATMENT
NEEDS
WHAT REASON PERCEPTION
TO BUY? ATTITUDE
T PERSONALITY
LEARNING-
Differentiatio WHOM TO?
E MOTIVES
Selling
n
Segmentatio
n

CORRECT FUN ARTISTIC TRIAL REPEATATION

S
Positionin
Targeting
g

9
Perkiraan Periklanan Global

10
Perekonomian Dunia > Stabil
Gross Domestic Product: year-on-year % change

8.0 2005 2006 2007


7.0

6.0

5.0 4.3
4.2
4.0 3.5 3.7 3.6
3.4 3.4 3.4
3.1 3.2 3.2
2.9 2.9 2.8
3.0

2.0 1.5

1.0

0.0
WORLD N.America L.America Europe Asia Pacific
11
Anggaran Periklanan > Tumbuh !
Adspend: year-on-year % change

8.0 2005 2006 2007


7.0
5.8 5.7
6.0
5.1 5.1
4.8
5.0 4.5
4.2
4.0 3.7 3.8
3.3
3.0
3.0 2.6 2.4
1.8
2.0

1.0
0.2
0.0
WORLD N.America L.America Europe Asia Pacific

12
Belanjan Iklan Global > Nyaris stabil !
Global adspend by media type

350

300 +18%
41%
250 TV
40%
+80%
200
+10%
35%
$bn 150 31% Newspapers
+42% 32%
100 36%
+15% 13% Magazines
13%
50 +52%
13% +11%
+90% 10% 9% Radio
8%
0
8% +10% 6% +13% 6% Outdoor

1993 2003 2007

13
Belanja Iklan Nasional > Meningkat !
Indonesia adspend by media type

35000

30000
+120% TV
25000 64%

20000
$bn Newspapers
15000
+121%
64%
10000 +1,658%
26%
Magazines
+805% +122%
5000 26%
+819% 6% Radio
+101%
0
6% 3% Outdoor

1993 2003 2007

14
Anggaran Media Negara Maju > Menurun
Spend 2006 v 2005 % change (US, Japan, Germany, UK, France)

35.0
29.8
30.0

25.0

20.0

15.0

10.0 6.8
4.6
5.0 3.5
0.7
0.0
Media Sales Brand PR/ Direct Mail Interactive
Advertising Promotion Sponsorship Marketing

Source: Marketing Expenditure Trends Report, London Business School

15
Media Advertising (USA) cendrung menurun!
Marketing budget allocation % (USA)
1976
1986
2006
Media 42%
Advertisin 34%
24%
g
Consumer 19% 26% 27%
Promotion
s

Trade 39%
Promotion 40%
49%
49%
s

Source: John Philip Jones

16
17
Zenith Optimedia
forecast
 Global internet ad spend to grow 28.2% in
2007, while ad spend in other media grows
3.9%.

 Global adspend continues to grow slightly


faster than average.

 World ad market will grow 5.4 % in 2007,


5.8% in 2008 and 5.3%, staying ahead of the
5.1% rate it has grown as for the last 10
years 18
Global ad expenditure by
region

19
Local online ad spend to increase by 32% in 2007

20
Agencies Report
2007

21
NO. 1: OMNICOM GROUP

Revenue ($ in millions) 2007 2006


%chg
Worldwide . . . . . . . . . . . $11,376.9 $10,481.1
8.5
U.S. . . . . . . . . . . . . . . . . .$ 6,194.0 $5,743.9
7.8
Non-U.S. . . . . . . . . . . . . .$ 5,182.9 $4,737.2
9.4

Employees 2007 2006


%chg
Worldwide . . . . . . . . . . . . .66,000 62,000
6.5
12/2007
AdAge 22
NO. 2: WPP GROUP

Revenue ($ in millions) 2007 2006


%chg
Worldwide . . . . . . . . . . . 10,819.6 9,739.8
11.1
North America . . . . . . . . . 4,195.9 3,818.8
9.9
Outside North America . . 6,623.7 5,921.0
11.9

Employees 2007 2006


%chg
Worldwide . . . . . . . . . . . . 79,352 76,532
3.7

Offices 2007 2006


%chg
Worldwide . . . . . . . . . . . . 2,000 2,000 12/2007 AdAge
0.0
23
NO. 3: INTERPUBLIC GROUP OF COS.

Revenue ($ in millions) 2007 2006


%chg
Worldwide . . . . . . . . . . . . 6,190.8 6,274.3
-1.3
U.S. . . . . . . . . . . . . . . . . . . 3,441.2 3,461.1
-0.6
Non-U.S. . . . . . . . . . . . . . 2,749.6 2,813.2
-2.3

Employees 2007 2006


%chg
Worldwide . . . . . . . .. . . . . 42,000 43,000
-2.3
U.S. . . .. . . . . . . . . . . . . . . . 18,000 18,000
0.0
Non-U.S. . . . . . . . . . . . . . . 24,000 25,000 12/2007
-4.0 AdAge

24
NO. 4: PUBLICIS GROUPE

Revenue ($ in millions) 2007 2006


%chg
Worldwide . . . . . . . . . . . . 5,872.0 5,472.2 7.3
North America . . . . . . . . . 2,672.8 2,533.1 5.5
Outside North America . . 3,199.2 2,939.1 8.8

Employees 2007 2006 %chg


Worldwide . . . . . . . . . . .. 41,989 40,350 4.1
North America . . . . . . . . 13,940 13,818 0.9
Outside North America . 28,049 26,532 5.7

25
7 Aegis
Group
Revenue ($ in millions) 2007 2006 %chg
Worldwide . . . . . . . . . . . . $1,825.8 $ 1,577.6 15.7
U.S. . . . . . . . . . . . . . . . . ............... $ 489.4 $ 446.1 9.7
Non-U.S. .. . . . . . . . . . . ................ $1,336.4 $ 1,131.5 18.1

Employees 2007 and 2006 % chg


Worldwide . . . . . . . . . . . . . . . . . . 13,075 10,778 21.3
U.S. . . . . . . . . . . .... . . . . . . . . . . . . . . 2,158 2,085 3.5
Non-U.S. . . . . . . . . . . . . . . . . . .... . . 10,917 8,693 25.6

Offices 2007 and 2006 % chg


Worldwide . . . . . . . . . . . . . . . . . . . . . 285 268 6.3
U.S. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 43 2.3
Non-U.S. . . . . . . . . . . . . . . . . . . . . . . . 241 225 7.1

26
HOLDING COMPANY NEW BUSINESS SCORECARD: 2007

Ranked by net adjusted new-business billings

WINS LOSSES NET


NET. REV.
RANK COMPANY REPORTED ADJUSTED REP. ADJ. REP. ADJ.
CHG.
1. Havas $1,930 $1,832 -$ 1,030 -$ 949 $ 900 $883
$106
2 WPP Group 4,639 2,307 -2,259 -1,865 2,380 442
53
3. Aegis 1,569 429 -946 -237 622 192
23
4. Omnicom 3,040 2,403 -3,130 -2,297 -90 106
13
5. Publicis 2,887 2,022 -3,042 -2,086 -156 -64
-14
Interpublic 3,063 2,495 -3,519 -2,709 -457 -214
-28

Total 17,127 11,487 -13,927 -10,143 3,200 1,344 27


153
WORLD’S TOP 50 MARKETING
ORGANIZATIONS
Ranked by worldwide revenue in 2007

RANK WORLDWIDE REVENUE / U.S. REVENUE


2007 2006 MARKETING ORG HQ 2007 2006 % CHG 2007
2006 %CHG

1 1 Omnicom Group New York $11,376.9 $10,481.1 8.5 $ 6,194.0 $ 5,743.9


7.8
2 2 WPP Group London 10,819.6 9,739.8 11.1 4,195.9 3,818.8
9.9
3 3 Interpublic Group New York 6,190.8 6,274.3 -1.3 3,441.2 3,461.1
-0.6
4 4 Publicis Groupe Paris 5,872.0 5,472.2 7.3 2,672.8 2,533.1
5.5
5 5 Dentsu Tokyo 2,950.7 2,887.8 2.2 46.5 48.4
-4.0
6 6 Havas Suresnes France 1,841.0 1,808.0 1.8 687.4 712.8
-3.6
7 7 Aegis Group London 1,825.8 1,577.6 15.7 489.4 446.1
9.7
8 8 Hakuhodo DY Hldgs Tokyo 1,337.0 1,364.0 -2.0 0.0 0.0
NA
9 13 aQuantive Seattle 442.2 08.4 43.4 352.1
270.3 30.2
10 9 Asatsu-DK Tokyo 430.0 444.8 -3.3 2.9 2.7
6.8 28
11 11 MDC Partners Toronto/NY 423.7 363.4 16.6 355.9 305.2
RANK WORLDWIDE
REVENUE
U.S. REVENUE
2007 2006 MARKETING ORG HQ 2007 2006 %
CHG 2007 2006 %CHG

16 16 Cheil Comm Seoul 256.3 210.7 21.6 20.5 18.5


11.3
17 17 George P. Johnson Mich. 213.2 203.0 5.0 159.2 142.4
11.8
18 15 HealthStar New Jers. 213.0 213.0 0.0 213.0 213.0
0.0
19 19 LBI Internatl Stockholm 212.4 184.1 15.3 40.0
35.0 14.3
20 32 Media Square* London 196.0 132.9 47.5 12.5
7.1 76.7
21 34 inVentiv Comm Ohio 191.7 118.0 62.5 180.3 115.0
56.8
22 24 Cossette C Group Quebec 190.2 164.1 15.9 20.0 26.9
-25.7
23 21 Harte-Hanks Dir Langhorne 180.8 174.1 3.8 180.8
174.1 3.8
24 22 Clemenger Comm Melbourne 174.1 166.0 4.9 0.0 0.0
NA
25 23 Doner Southfield Michigan 173.1 164.3 5.4 162.5 150.5
8.0 29
RANK WORLDWIDE
REVENUE

RANK WORLDWIDE REVENUE U.S. REVENUE


2007 2006 MARKETING ORG HQ 2007 2006 % CHG 2007
2006 %CHG

31 38 Merkle Lanham, Md. 149.5 108.0 38.4 149.5 108.0 38.4


32 29 Protocol Integ Dir Florida 148.0 148.0 0.0 128.0 128.0 0.0
33 25 Tokyu Agency Tokyo 145.5 154.1 -5.6 0.0 0.0
NA
34 35 Chime Comm London 144.3 114.2 26.3 1.7 1.2
41.7
35 33 M&C Saatchi London 139.0 123.3 12.7 6.7 5.8
14.3
36 49 Creston* London 135.0 78.8 71.3 0.0 0.0
NA
37 36 Bartle Bogle Hegarty London 130.0 110.0 18.2 25.0 21.0
19.0
38 40 Wieden & Kennedy Oregon 127.8 102.9 24.2 76.7 58.9
30.3
39 37 Mark Store Illinois 121.4 108.2 12.3 50.3 47.4
6.2
40 20 TBA Global California 120.0 175.0 -31.4 120.0 160.0
-25.0
41 44 Cramer-Krasselt Chicago 117.9 96.2 22.6 117.9 96.2
22.6 30
RANK WORLDWIDE REVENUE U.S. REVENUE
2007 2006 MARKETING ORG HQ 2007 2006 % CHG 2007
2006 %CHG

46 58 AKQA San Francisco 98.0 62.0 58.1 98.0 62.0


58.1
47 39 Ambrosi Chicago 94.1 104.2 -9.7 94.1 104.2
-9.7
48 57 IMC2 Dallas 92.7 64.0 44.9 92.7 64.0
44.9
49 47 SourceLink Itasca Illinois 88.7 86.6 2.4 88.7 86.6
2.4
50 50 Jung von Matt Hamburg 87.1 74.1 17.5 0.0 0.0
NA

31
 According to research conducted on 210 U.S. media markets by
Borrell Associates, spending on local online advertising will grow
approximately 32% in 2007, hitting $7.7 billion:

 In the near term, online ad spending will continue to migrate


towards more targeted forms of online advertising such as paid
search and e-mail.

 Local paid search, already approaching $1 billion this year, will


mushroom by 86% in 2007, to $1.8 billion. Local e-mail advertising
will grow to $233 million, a 54% increase.

 Also, expectations are that local video advertising will become a


trackable category in 2007.

Source: Borrell Associates, September 2007


http://www.borrellassociates.com/report.cfm 32
Anggaran Jasa Pemasaran
Sedunia

US $ Milyar US $ Milyar US $ Milyar


2006 2007 2008 Prakiraan

Direct & Specialist 228.69 241.58


256.78
Sponsorship 30.50 33.79
35.99
Market research 22.55 24.08
25.34
PR
International-ist early autumn 2007
issue
6.15 6.56
6.91
Total 287.89 306.01
325.02
070123 33 33
Total Komunikasi
Pemasaran

US $ Milyar US $ Milyar US $ Milyar


2006 2007 2007
Prakiraan
Jasa pemasaran 287.89 306.01 325.02
(45.4 %) (45.5%) (45.6%)
Media 346.06 367.04 388.08
(54.6 %) (54.5%) (54.4%)
Total 633.95 673.04 713.10

International-ist early autumn 2007


issue

070123 34 34
Omnicom Group WPP Group
US $ 10.48 billion US $ 10.03 billion

30 27
o y s o ys
C C

070123 35 35
Publicis Groupe
US $ 5.11 billion

16
o y s
C

24
o y s
C

Interpublic Group of Cos.


US $ 6.27 billion

070123 36 36
io io io bio
. 48b . 03b 27b 11
0 0 6. 5.
US $1 US$1 US$ US$

070123 37 37
Worldwide Top 4 Service
Categories
US $ 31.89 Bio
 Advertising 38.1 % ATL 49.30%
 Media 11.2 %
 Direct marketing 12.1 % BTL 50.70%
 Sales promotion 9.1 %
 Interactive 10.2 %
 Healthcare 8.1 %
 Public Relations 11.2 %
Omnicom WPP Interpublic Publicis
US$ 10.48 bio US$ 10.03 bio US$ 6.27 bio US$ 5.11 bio
080123 38 38
Packaging
Kini jalur komunikasi
Pemasaran semakin Special
Placements
Aisle
luas Display

Retail Events
Events
In-Store
Contacts
Sponsorships
Partnershi
p

Promotion
Internet
In-Life
Experiences
P.R.
Publicity Direct Mail

Kedepan.. jalur
Advertising
komunikasi
In Home
pemasaran....semakin
luas
39 39
Television
Trade Radio

Music property Direct Mail

Merchandise
Newspapers

Home shopping
Advertising
Public Shops
Relation

Kiosks Traditional
Media
Retail Event
Comm.

On-line ABSOLUT IDEA


Channel

i=-Solution

Ambience
Magazines
Internet Media
Engagement
Branded
Event
Content
Multimedia Cinema
cross-promotion

Outdoor
Trader, Dealer
Incentives Feature Film

Theme Park/ CD Rom 40


Virtual Reality Transit
Ponsel TV

Ponsel TV memiliki fasilitas menarik untuk fitur


TV-nya
# TV Capture untuk mengambil gambar dari siaran
TV.

# Pause untuk menghentikan sesaat acara tv agar


tak
terlewatkan suatu momen penting.

# TV Recorder untuk mengabadikan atau menyimpan


acara kesukaan agar bisa dilihat di lain waktu.

# Memiliki fitur multimedia seperti FMRadio, Radio


Recorder, 41
ACTIVATOR SUN

42
Obama menang !
 100 tahun terakhir
- rekor jumlah pemilih terbanyak, mencapai 135 juta orang (65%) dari
total jumlah penduduk Amerika Serikat 303,8 juta.

 Hasil Pemilu AS, 4 November 2008


Barack Hussein Obama (47) dari Partai Demokrat terpilih sebagai
presiden kulit hitam pertama AS yang didampingi oleh Joe Biden
sebagai wakil presiden.

 Salah satu kekuatan Barack Obama adalah memanfaatkan INTERNET


untuk menjaring pendukung dalam kampanyenya dan mengumpulkan
dana secara ONLINE melalui situs-situs jejaring sosial yang populer
tidak hanya di AS, tetapi juga di banyak negara di dunia (Facebook,
My Space, Linkedin, You Tube, Friendster, hingga Twitter)

43
Mengapa internet ?
 218,3 juta (71,9%) dari 303,8 juta penduduk AS
menggunakan internet. (InternetWorldStats, Nov. 2007)
Internet telah menjadi bagian utama kehidupan politik Amerika.

 Saat pertarungan Obama dengan Hillary Clinton, Obama mengantongi


38 juta usd selama kampanye dan hanya berhutang 2 juta
usd,sedangkan Hillary mem- peroleh 6 juta usd dan utangnya untuk
kampanye membengkak 21 juta usd.

 Obama memanfaatkan internet untuk memperoleh sumbangan dana


kampanye lewat online hanya 5 usd per/orang, tetapi disumbang oleh
jutaan orang.

 Obama menggunakan internet sebagai media sosial, menyapa


masyarakat akar rumput melalui teknologi komunikasi yang
berkembang amat pesat. Simak Facebook, banyak ditemukan grup
pendukung Obama. Obama memiliki lebih dari 1,7 juta sahabat di
Facebook dan 510.000 teman di Myspace. Di jejaring sosial Twitter
Obama memiliki lebih dari 45.000 pengikut. Jutaan orang di dunia
dapat menyaksikan pidato Obama melalui You Tube.
44
From Advertising to Branding

product

Left
brain Right
brain

45
Indonesia

46
Indonesia Adv Expenditure1999-2008 (in
120.000
Rp bio)
113.569

100.000
Annual Growth 38%
(based on CAGR* 99-04
80.000 method) 79.731

60.000
` 56.270

40.000 39.928

28.489
21.849
20.000 16.563
11.174
8.317
5.750
0
1999 2000 2001 2002 2003 2004 2005* 2006* 2007* 2008*

1999 2000 2001 2002 2003 2004 2005* 2006* 2007* 2008*
5.750 8.317 11.174 16.563 21.849 28.489 39.928 56.270 79.731 113.569

Source: AC Nielsen * 2005-2008 forecast *CAGR=compound annual growth rate


47
Where are we? Packaging

2 X 28.489 = 56.998 Special


Placements
T? Aisle
Display
Rp 28.489 T
Retail Events
Events
In-Store
Contacts
Sponsorships
Partnership

Promotion
Internet
In-Life
Experiences
P.R.
Publicity Direct Mail

Advertising

In Home Rp 28.489 T + 56.998 T =


85.487 T

48
Lingkungan Semakin
Acak
1200
1045
1000 Jumlah pesan TV yang diterima Ibu RT 948 X
1000 948 per/minggu
841

800
691 686
655
600
600 522 504
463 453 450 447
424
403
400 363
293 279
250 244
224 211
200 191
200 176 170
136

UK
A

Gr a

nd
Ca y
n

ri a
ng

m
ce
Au c e

Ge d a

nd
ng n
do n

nd
ny
li a

en
Th al

m
a

a
ng e

Po ea

Sw k
s
in

l
US

De nd
ai
pa

Ita
si

si
Ho or

ar
nd

Sw giu
ug

la

na
Ko

an
ee

st
Ch

na
iw

la
Sp

So ma
ra

la

ed
or
ne

ay

la
ap

nm
n
Ja

Au
Ire

la
ai
st

rt

et
Ta

Fr

l
K

Fi

er
al

Be
r

er

Vi
h

i tz
M

th
ut
In

Si

Ne
Above 900 750 - 899 400 - 749 200 - 399 < 200

Source:
MindShare
070123 49 49
Tahun 2010: 100 saluran TV
Indonesia

 Butuh isi siaran TV saja


100 X 18 jam X 60 menit X 365 hari = 39.420.000
menit siaran

 Butuh materi Informasi, edukasi, hiburan

 Materi siar - perilaku bangsa

070123 50 50
2006 penduduk 225 juta
2040 penduduk 288 juta

1900 10 % penduduk di kota


2006 40 % penduduk di kota

2006 250 bahasa daerah


2100 125 bahasa daerah
51
Tren Media Periklanan

52
Towards Holistic Marketing Communications

Direct
Mail
Cellular

e-Mail Pager

Outbound
Telemarketing
PDA Sales Force
Website Fax
Custom
er

Retail
Touchpoints
Point of Sale
Face-to-Face
Behaviours

Contacts
Radio
Delivery
Fulfillment
Customers

Interactions

Phone
Television
Ordering

ATM
Magazines

Event / Placement/
Sponsorships Product
Sampling
Outdoor

Newsprint

53
Trends Media – Tinjauan
Umum
 Media TV tetap dominan sebagai media
periklanan, utamanya di negara
berkembang.

 Pertumbuhan alternatif media sangat cepat


: internet, direct mail, email, mobile, PR

 Peningkatan penggunaan multimedia


traditional and non-traditional

 Di negara maju paid TV dan multi channel


TV berkembang lebih cepat dari pada TV 54
umum.
Trend Media – Konsumsi Media
% share of the average person’s media time

3 Mobile Phone
Radio
Internet
2
Home PC
Cinema
+/- 1 Music
%
Television
by 0
2007 Magazines

-1 Books

-2 Newspapers

-3
0 10 20 30 40 50 60

% share of time

55
Trend Media – Media
Reach
2008
Personal
2010
Communication
(Digital)

Mobile
internet E-mail

PC
Internet

Low reach High reach

Digital Print
TV
Radio Analogue
TV
Mass
Cinema Communication
Posters
56
Tren Bisnis Periklanan

57
Trend Bisnis
 Pendekatan komunikasi adalah solusi bisnis bukan lagi
solusi pemasaran
 Timbul akuisisi dan merger untuk memenuhi kebutuhan
klien
akan multi disiplin komunikasi
 Di tingkat global, one stop shopping ada pada kelompok
usaha (group)
 Bisnis periklanan akan didominasi oleh 4 kelompok
komunikasi: Omnicom, WPP, Publicis Groupe and IPG
 Pendapatan below-the-line akan lebih besar daripada
above-the-line
 Media specialist akan berperan sebagai communications
advisor
 Media specialist menjawab keraguan akan effektifitas dan 58
Dampak Terhadap Bisnis
Periklanan Indonesia

59
Dampak Terhadap Bisnis
Periklanan Indonesia

Mungkinkah tahun 2012


Indonesia akan menjadi
salah satu pasar terbesar
# 20’ BESAR

60
Worldwide Ranking
Top Twenty Countries By Advertisers' Major Media Expenditure
(US$ million at Constant 2002 Prices)

1992 2002 2012


USA 107.840 USA 144.463 USA 159.330
Japan 33.370 Japan 33.516 Japan 36.591
Germany 15.830 Germany 16.973 Germany 19.062
UK 10.684 UK 15.249 UK 15.177
France 7.691 France 9.031 China 10.415
Italy 5.904 Italy 7.087 France 9.347
Spain 5.228 Brazil 7.020 Italy 7.121
Canada 4.158 China 6.339 South Korea 6.947
South Korea 3.400 South Korea 6.013 Canada 5.471
Australia 3.347 Canada 5.218 Spain 5.331
Netherlands 2.574 Spain 5.083 Australia 4.531
Switzerland 2.241 Australia 4.097 Poland 3.334
Taiwan 2.155 Mexico 3.447 Indonesia 3.256
Hong Kong 1.539 Netherlands 3.439 Netherlands 3.084
Israel 1.265 Poland 2.530 Switzerland 2.713
Sweden 1.233 Switzerland 2.457 Thailand 2.454
Denmark 1.226 Russia 2.009 Taiwan 2.426
Austria 1.117 Greece 1.934 India 2.928
China 1.077 Taiwan 1.895 Belgium 2.237
61
Dampak Terhadap Bisnis
Periklanan
 Indonesia akan menjadi pasar #13 di dunia
pada tahun 2012. Mungkinkah menjadi
kenyataan?
 Televisi tetap mendominasi media
periklanan
 Media internet, mobile phone, email, direct
mail dll., nilai anggaran masih tetap rendah.
 Akan terjadi lebih banyak konsolidasi media
kepada media specialist.
 Kegiatan below the line, khususnya field
marketing, sales promotion, trade
promotion akan meningkat pesat. 62
Media Periklanan di Indonesia

MAGAZINE : 480*
TABLOID : 783*
CINEMA: 2,201* NEWSPAPERS : 413*

TV Lokal
TV Daerah

PRIVATE TV: 10 TV Daerah : 72


+ TVRI RADIO STATIONS: 835*
815
* based on licenses 63
TOTAL ADVERTISING EXPENDITURE 1999-
2007
2007 > 62% TV, 27% Newspaper, 4% Magazine, 3% Radio, 4%
Others

100%

90%

80%

70%

60% Other
Radio
50%
Magazine
40% Newspaper
TV
30%

20%

10%

0%
2000 2001 2002 2003 2004 2005 2006 2007

Source : Media Planning Guide 2008 &


Nielsen Media Research/AdQuest
64
Media yang dikonsumsi pada beberapa
Social Economy Status

16 18 A
28 27 28 30
44 B
19 19

22 24 23 22 C1
25 24
25
24 22 22 C2
23
18 17

13 18 D
15 16 13
18 18
11 6
9 9 10 6 E
5 5 2 2 2 2 1
TV Radio Newspaper Magazine Tabloid Cinema Internet
Source : Nielsen Media Index
2002
65
Highlights/Learning's
 Belanja Iklan 2006 ke 2007, mengalami peningkatan sebesar 28,1%
 Peningkatan 2006 vs 2007 disebabkan :
TV meningkat : 28%
Newspaper meningkat : 20%
Magazine meningkat : 13%
Radio meningkat : 21%
Outdoor and others : 18%
(Data ini merupakan tabulasi sementara dan belum yang sebenarnya).
 Adanya kecenderungan peningkatan konsumsi semua media.
 Golongan menegah ke atas cenderung mengkonsumsi media yang
lebih "segmented"
66
Belanja Iklan 2003-2007 di
Asia Pasifik

 Indonesia
 Japan

 Korea

 Malaysia

 Singapore

 Thailand

 Vietnam

67
Asia-Pacific Countries AdEx 2003-
2007
COUNTRY INDONESIA JAPAN KOREA MALAYSIA SINGAPORE THAILAND VIETNAM
Rp billion Y billion Won billion RM 000's Sin$ million Bath 000 USD 000

TelevisIon 10,311 2,444.3 4.068.6 1,684,305 861.8 464,721,420 165,000

Newspaper 4,378 1,432.6 4.121.4 3,172,528 1.313.5 198,886,160 91,000

Magazine 667 529.5 310.4 229,549 114.7 34,090,820 0

Tabloid 325 0 0 0 0 0 0

Radio 516 240.8 490.5 163,137 128.4 70,595,520 9,400

Cinema 0 0 0 0 35.8 4,352,210 0

Cable TV 0 28.2 352.4 0 0 0 0

Internet 0 75.4 260.1 0 0 0 0

Outdoor 279 365.8 657.1 0 140.7 18,551,690 18,000

POP/POS 0 2,158.8 0 0 0 34,885,940 14,622

Others 0 0 0 156,854 47.3 4,551,770 0

2007 16.476 7,275.40 10.260.5 5,406,373 2.547.6 830,635,530 298,022

2006 13298 6,928.90 8.845.3 4,581,672 2.196.2 722,291,559 244,280

2005 9.795 6,599.00 7.433.2 3,786,506 1.861.2 661,787,118 197,000

2004 7.889 6,110,20 5.853.4 3,078,284 1,501.0 581,064.958 152,000

2003 5.612 5,699,60 4.619.8 2,474,287 1,219.9 41,584.662 116,000

68
ASIA PACIFIC COUNTRIES ADEX (%) SHARE
2007
COUNTRY INDONESIA JAPAN KOREA MALAYSIA SINGAPORE THAILAND VIETNAM
  % % % % % % %

TelevisIon 62.5 34.0 35.1 30.4 33.6 60.0 53.4


Newspaper 25.1 20.4 36.0 60.6 50.0 21.0 30.9

Magazine 3.9 7.2 3.1 4.3 5.3 5.0 0

Tabloid 1.8 0 0 0 0 0 0

Radio 3.3 3.4 4.2 3.3 5.1 10.0 3.3

Cinema 0 0 0 0 1.4 1.0 0


Cable TV 0 0.4 3.2 0 0 0 0

Internet 0 1.0 2.2 0 0 0 0

Outdoor 3.4 5.1 0 0 1.8 2.0 11.9

POP/POS 0 2.8 0 0 2.7 0 0

Others 0 25.7 16.2 1.4 0.1 1.0 0.5


2007 100 100 100 100 100 100 10069
AdSpend Growth : Asia Pacific by Country
2007 % Growth in local currencies
Indonesia 28.1%
China 35.1%
Philippines 12.8%
Thailand 12.5%
Malaysia 11.1%
Hong Kong 5.0%
Singapore 4.8%
Vietnam 4.3%
NewZaeland 3.0%
Australia 2.0%
South Korea
70
TELEVISION

71
Televisi Semakin Dominan
100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001

Npp Mag/Tab TV Radio Cinema Outdoor 72


Pertumbuhan industri Televisi dari tahun ke
tahun

1962 1988 1989 1990 1991 1993 1995 1999 2000 2001 2002 2003

Source : Media Scene 2000-2001


73
Televisi Lokal
yang sudah memperoleh ijin dan siap siaran
DELI TV (Medan) JOGJA TV MANADO TV
RIAU TV
BUNAKEN TV
BATAM TV PACIFIC TV (Manado)
JAKARTA TV GORONTALO TV
TV JAKARTA EMU TV (Maluku)
LOMBOK TV
TV PIN (Papua)
KENDARI TV
MAKASSAR TV
74
Source : ATVLI & TV station’s profil
Penghasilan Iklan TV Swasta periode
2007
( Base on ADEX )
100%

90%
JTV
80%
TRANS
70% LATIVI
60% GLOBAL
TV7
50% METRO
40% ANTV
TPI
30%
IVM
20% SCTV
10% RCTI

0%
2001 2002 2003 2004 2005 2006 2007
Source : Media Scene & 75
Nielsen Medi Research/Adquest
Kerajaan Bisnis STAR TV di ASIA

TATA-STAR
BALAJI
DTH JV
TELEFILMS
(INDIA)
(INDIA)
25,99% 20%
PHOENIX
MCCS SATELITE
(INDIA) TELEVISION

26% 37,5%
RUPERT MURDOCH
PEMILIK STAR TV
HATHWAY
CABLE
(INDIA)
ESPN STAR
26% SPORT
50%

KOOS ANTV
CABLE (INDONESIA)
(TAIWAN) 20%
20% 76
Highlights/Learning's

 Televisi mengalami booming dengan bertambahnya jumlah TV


Nasional dan TV Lokal

 Persaingan jumlah pemirsa ditelevisi sangat ketat. Beberapa stasiun


baru mampu "mencuri share" TV lama, baik dari segi kepemirsaan
dan perolehan Iklan

 TV Local memiliki potensi untuk bersaing sebagai media lokal

77
NEWSPAPER

78
Newspaper memiliki group media untuk
meningkatkan penetrasinya

 Jawa Pos Group


 Gramedia Group
 KOMPAS
 Indo Pos
 Indopersda  Radar

Serambi  Rakyat Merdeka
Indonesia,
Sriwijaya Pos,  Batam Pos
Tribun Kaltim,
Harian Metro
 Fajar
Bandung, Bangka  Kaltim Pos
Pos, Banjarmasin
Pos, Metro Banjar,
 Batam Pos
Bernas, Surya,  Jambi Express
Pos Kupang,
Timika Pos
 Samarinda Post
 Kalteng Post
 Pikiran rakyat
 Fajar Banten
 Gala Media
 Suara Merdeka
 Pakuan
 Wawasan
 Mitra Dialog
 Tabloid Cempaka
 Tabloid Trend

79
A1 menunjukan 2x lebih tertarik membaca
Newspaper dibandingkan All SES…

People aged 10+, 9 Cities, Read Any Newspaper, in %


56

47

35
28 28
20
16

ALL A1 A2 B C1 C2 D E
SES
80
Newspapers adalah bacaan Pria

People aged 10+, 9 Cities, Read Any Newspaper, in %

Male Female 43
39
35
32
30
26 26
21 21 20
17
14

Total '10-14 15-19 20-29 30-39 40+


81
Pertumbuhan Media Cetak Di Indonesia

Media Perusaha Perusaha Perusaha


n Media n Media n Media
tahun tahun tahun
1997 1999 2001
Media Cetak
Surat Kabar Harian (4x 79 299 n.a.
lipat) 88 886 n.a.
Tabloid/SKM (10x) 114 491 n.a.
Majalah (4x) 8 11 n.a.
Buletin 289 1.687 +/- 566
Jumlah (6x lipat)
Source : Direktori Pers Indonesia 2002-2003

82
Pertumbuhan Media Expenditure di Newspaper
Rp. Milyar

4,000

3,977
3,500

3,335
3,000

2,500

2,469
2,000
1,826

1,500
1,228

1,000

500

0
2002 2003 2004 2005 2006
83
Highlights/Learning
's
 Media suratkabar banyak dibaca Pria usia
20-39 S.E.S A class.

 Media surat kabar daerah sangat menguasai


daerahnya.

 Merek Otomotif dan Elektronik paling dominan


beriklan di surat kabar.

84
MAGAZINE
TABLOID

85
Majalah di Indonesia diterbitkan oleh beberapa
group penerbitan…

 Gramedia Group
 Kawanku, Bobo, Motor Plus, Angkasa, Soccer, Sedap Sekejap, Hotgame,
Intisari, Hai, dll
 Tempo Group
 Majalah Tempo, Tempo English
 Femina Group
 Femina, Gadis, Ayah Bunda, Fit, Men’s Health, Seventeen, Pesona, Cita
Cinta
 Aneka Group

Aneka Yess, Favorit, Al Kisah
 MRA Group
 Cosmopolitan, Cosmo Girl, Autocar, Motoriders, Bazaar, For Him Magazine,
Good house Keeping
 Others
 Lisa, Perkawinan, Info Linux, Indonesia Tatler, Nyata, Animonster, Nyonya
Rumah, Santap, MAXX 86
Begitu juga untuk
tabloid…..

 Gramedia Group
 Nova, Rumah, Nakita, Bola, Otomotif,
 Jawa Pos Group
 Nyata
 Bintang Group
 Bintang Indonesia, Aura, Fantasi, Home Bintang
 Aneka
 Keren Beken
 Others

87
Majalah lebih banyak dibaca golongan
middle up

People aged 10+, 9 Cities, Read Any Magazine, in %


60

47
41

30 28
25

14
9

ALL A1 A2 B C1 C2 D E
SES

88
Tabloid juga lebih banyak dibaca golongan middle up

People aged 10+, 9 Cities, Read Any Tabloid, in %

43

35

28
21 20 19

9
6

All SES A1 A2 B C1 C2 D E

89
Penetrasi Majalah pada remaja putri lebih tinggi…

People aged 10+, 9 Cities, Read Magazine, in %


47
44
42
Female Male
37 37

30 29 30
26 26

14 15

All people '10-14 15-19 20-29 30-39 40+


90
Penetrasi tabloid pada pria dewasa muda lebih
tinggi…

People aged 10+, 9 Cities, Read Tabloid, in %

32 33 32
Female Male
27

21 22 20 20 20
18

10 10

Total '10-14 15-19 20-29 30-39 40+


91
Pertumbuhan billing media pada majalah dan tabloid…
Rp. Milyar

900

800

821
700

722
600

579
500
400
414

300
286

200
100
0
2002 2003 2004 2005 2006
92
RADIO

93
Pertumbuhan Jumlah Radio di
Indonesia

900
795 835
769 779
800
712
700

600

500

400

300

200

100
52 52 52 52 52
0
2002 2003 2004 2005 2006

PRSSNI RRI
Banyak Radio tumbuh namun tidak menjadi anggota PRSSNI Source : PRSSNI & RRI 94
OUTDOOR

95
types of outofhome
type medium
• billboard
traditional • bus shelter
• bridge panel

• vehicle wrap
• airport, train station
• building wrap
• mall ad
beyond • transportation ad
• new channels (bar,
billboard gas station, bank,
cinema, office,
restaurant)
• ambient media (toilet,
floor media, etc.)

• POS
retail outlets • brandings
• new technologies

96
special effects
special hand-crafted three
dimensional embellishments can be
produced in almost any size, shape,
color or configuration

version of a series teaser campaign


with the design changing daily or
week by week or month by month

97
innovation
3D shaped
o Actual depiction of pencil cell.
o Almost 1 tonne in weight.
o 27 ft long and 7 ft in
diameter.
o Fabricated & mounted on a
hoarding at Caddel road - one
of the most premium location
in Mumbai visibility of 500
Mtrs.
o Special light effects to create
halo around the product.

98
Outdoor Activity…
Advertising Expenditure Media Outdoor
388
350

269 269 279


261
232
202

1999 2000 2001 2002 2003 2004 2005 2006

99
Outdoor Activity lebih Creative

• Perkembangannya Tidak Terpantau

• Local Coverage sangat kuat

• Flexible
- bisa memberi Impact Jangka Pendek maupun Jangka Panjang

• Makin meningkatnya jumlah sentra ekonomi (Mall, Pusat


perbelanjaan akan makin meningkatnya Outdoor Activity)
akan makin meningkatnya kegiatan Media Outdoor.

• Otonomi daerah memacu pertumbuhan Media Outdoor


100
Perencana
Media

 Tidak cukup > Kalau sekedar …


 bisa membaca & menganalisa data
riset media dan
 memahami prinsip pemasaran

 Harus bisa memahami konsumen


dan perilakunya

101
Proses Kerja Yang
Baru
Sasaran Pemasaran & Komunikasi
Pengiklan (Brief)

Mempelajari pola pikir konsumen

Menentukan titik-titik komunikasi

Pembuatan Materi Kreatif

Pembelian Media
102
Marketing Tools of Thinking Specific
and Perspective
Syllabus

Segmentation of Consumer Marketplace

Region

Demographics

Economic Power

Life Style

Living Patterns
International Advertising Association
14

103
Untuk Raih Keberhasilan,
syaratnya…

 Pemahaman pola pikir konsumen berdasarkan


fakta, yang bersifat strategis dan dapat
ditindak lanjuti
 Sinergi antara materi iklan dan tempat
penyampaiannya
 Inovasi/cara-cara baru menyampaikan iklan
pada konsumen
 Teknologi mutakhir
 Keleluasaan dan kecepatan serta akurasi
 Hasil yang terukur
104
Konsumen dibombardir iklan!

Daihatsu
Nokia
Samsung Isuzu
Terdapat lebih dari 550 brands
beriklan secara aktif pada tahun
2004, lebih dari 50 produk baru
diluncurkan dan lebih dari 2500
Rolex versi iklan ditayangkan televisi.
Indomie

Clear Citibank
Pepsodent BCA e-banking

Source : TV stations’ info ChatzMie


105
TERIMA KASIH
106
International
Advertising
Association

International Advertising Association


Indonesia Chapter

RTS Masli
President

7 November 2008

107