Bisnis Periklanan - Rts Masli
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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 of regulation
The structure of the promotions industry
Regulating advertising activity
Agencies
Regulating sales promotion Regulating public relations activities
Marketing Communication s
Advertising agencies
The communicatio ns process
Current trends: technological development
3
THE COMMUNICATION PROCESS
Sender
Encoding
Message
Decoding
Receiver
Media
Nois e Feedback
Response 4
INDUSTRY STRUCTURE Client companie s advertiser s
Advertisin g agencies
The Promotions Industry
Media Suppliers
Suppliers of the promotion al material 5
ADVERTISING
Writing advertisement s
Role of promotion in the buying process
Creative strategy and the advertising message
Graphic design
Advertisin g
The creative brief
Branding
Measuring advertising effectiveness
Visual aids
6
THE ADVERTISING PROCESS Marketing Strategy Identify and understand target audience Define advertising objectives Set the advertising budget Message decisions
Media decisions Execute campaign Evaluate advertising effectiveness
7
4 P’s vs. 4 C’s THE REALITY
PROMOTIONS
PLACE
PRICE PRODUCT
4 P’S
THE PERCEPTIONS
COMMUNICATIONS
CONVENIENCE
COST TO CONSUMER
CONSUMER NEEDS & WANTS
4 C’S
8
HOW CREATIVE COMMUNICATION CREATES DEMAND WHAT TO SAY
Service
Marketing Mix
T Differentiatio Selling n
CREATIVE
DIRECTOR
SHOWER
MEDIA
WHY ADVERTIZE? WHAT REASON TO BUY?
WHOM TO?
EFFICIENT & EFFECTIVE
Process
CLIENT SERVICE
CRAFTMANSHIP
TREATMENT
V
HOW TO SAY
S M I L E
Brand
Segmentatio n
S
CORRECT
FUN
ARTISTIC
TRIAL
CONSUMER PURCHASE DECISSION
CONSUMER
NEEDS PERCEPTION ATTITUDE PERSONALITY LEARNINGMOTIVES
REPEATATION
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 4.0
4.3
4.2 3.5
3.7 3.1
3.6
3.4
3.2
3.0 2.0
3.4 2.9 2.9
3.4 2.8
3.2
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 4.8
5.0 4.0
5.1
5.1 4.5
3.3
3.0
4.2
3.7 3.8
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
40% +80%
200 $bn
150 100 50 0
TV
+10%
35% +42%
32%
36% 13% 8% 8%
1993
+52% +90% +10%
31%
Newspapers
13%
+15%
13%
Magazines
10%
+11%
9%
6%
+13%
Radio Outdoor
2003
6%
2007
13
Belanja Iklan Nasional > Meningkat ! Indonesia adspend by media type 35000 30000 TV
+120%
25000
64%
20000 $bn
Newspapers
15000 10000
64%
+1,658%
26%
+805%
5000
+819%
26% 6%
0
1993
+121%
2003
+122% +101%
6%
3%
Magazines Radio Outdoor
2007
14
Anggaran Media Negara Maju > Menurun Spend 2006 v 2005 % change (US, Japan, Germany, UK, France) 35.0 29.8
30.0 25.0 20.0 15.0 10.0
6.8 4.6
3.5
5.0 0.7
0.0 Media Advertising
Sales Promotion
Brand PR/ Sponsorship
Direct Mail
Interactive Marketing
Source: Marketing Expenditure Trends Report, London Business School
15
Media Advertising (USA) cendrung menurun! Marketing budget allocation % (USA) 1976
Media Advertisin g
42%
Consumer Promotion s
19%
Trade Promotion s
39%
1986 34%
26%
40%
2006 24% 27%
49% 49%
Source: John Philip Jones
16
17
Zenith Optimedia forecast
Global internet ad spend to grow 28.2% in 2007, while ad spend in other media grows 3.9%.
Global adspend continues to grow slightly faster than average.
World ad market will grow 5.4 % in 2007, 5.8% in 2008 and 5.3%, staying ahead of the 5.1% rate it has grown as for the last 10 years 18
Global ad expenditure by region
19
Local online ad spend to increase by 32% in 2007
20
Agencies Report 2007
21
NO. 1: OMNICOM GROUP Revenue ($ in millions) 2007 %chg Worldwide . . . . . . . . . . . $11,376.9 8.5 U.S. . . . . . . . . . . . . . . . . .$ 6,194.0 7.8 Non-U.S. . . . . . . . . . . . . .$ 5,182.9 9.4
2006
Employees 2007 %chg Worldwide . . . . . . . . . . . . .66,000 6.5
2006
$10,481.1 $5,743.9 $4,737.2
62,000 12/2007 AdAge
22
NO. 2: WPP GROUP Revenue ($ in millions) %chg Worldwide . . . . . . . . . . . 11.1 North America . . . . . . . . . 9.9 Outside North America . . 11.9 Employees %chg Worldwide . . . . . . . . . . . . 3.7 Offices %chg Worldwide . . . . . . . . . . . . 0.0
2007
2006
10,819.6
9,739.8
4,195.9
3,818.8
6,623.7
5,921.0
2007
2006
79,352
76,532
2007 2,000
2006 2,000
12/2007 AdAge
23
NO. 3: INTERPUBLIC GROUP OF COS.
Revenue ($ in millions) %chg Worldwide . . . . . . . . . . . . -1.3 U.S. . . . . . . . . . . . . . . . . . . -0.6 Non-U.S. . . . . . . . . . . . . . -2.3 Employees %chg Worldwide . . . . . . . .. . . . . -2.3 U.S. . . .. . . . . . . . . . . . . . . . 0.0 Non-U.S. . . . . . . . . . . . . . . -4.0
2007
2006
6,190.8
6,274.3
3,441.2
3,461.1
2,749.6
2,813.2
2007
2006
42,000
43,000
18,000
18,000
24,000
25,000 12/2007 AdAge
24
NO. 4: PUBLICIS GROUPE Revenue ($ in millions) %chg Worldwide . . . . . . . . . . . . North America . . . . . . . . . Outside North America . .
2007
2006
5,872.0 5,472.2 2,672.8 2,533.1 3,199.2 2,939.1
7.3 5.5 8.8
Employees Worldwide . . . . . . . . . . .. North America . . . . . . . . Outside North America .
2007 2006 41,989 40,350 13,940 13,818 28,049 26,532
%chg 4.1 0.9 5.7
25
7 Aegis Group Revenue ($ in millions) Worldwide . . . . . . . . . . . . U.S. . . . . . . . . . . . . . . . . ............... Non-U.S. .. . . . . . . . . . . ................
2007 $1,825.8 $ 489.4 $1,336.4
Employees 2007 and 2006 % chg Worldwide . . . . . . . . . . . . . . . . . . U.S. . . . . . . . . . . .... . . . . . . . . . . . . . . Non-U.S. . . . . . . . . . . . . . . . . . .... . .
13,075 2,158 10,917
Offices 2007 and 2006 % chg Worldwide . . . . . . . . . . . . . . . . . . . . . 285 U.S. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 Non-U.S. . . . . . . . . . . . . . . . . . . . . . . . 241
2006 $ 1,577.6 $ 446.1 $ 1,131.5
10,778 2,085 8,693
268 43 225
%chg 15.7 9.7 18.1
21.3 3.5 25.6
6.3 2.3 7.1
26
HOLDING COMPANY NEW BUSINESS SCORECARD: 2007
Ranked by net adjusted new-business billings WINS NET. REV. RANK COMPANY REPORTED CHG. 1. Havas $1,930 $106 2 WPP Group 4,639 53 3. Aegis 1,569 23 4. Omnicom 3,040 13 5. Publicis 2,887 -14 Interpublic 3,063 -28 Total
17,127 153
LOSSES ADJUSTED
REP.
NET ADJ.
$1,832
-$ 1,030
2,307
-2,259
-$ 949 -1,865
REP.
ADJ.
$ 900 2,380
$883 442
429
-946
-237
622
192
2,403
-3,130
-2,297
-90
106
2,022
-3,042
-2,086
-156
-64
2,495
-3,519
-2,709
-457
-214
11,487
-13,927
-10,143
3,200 1,344 27
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 1 2 3 4 5 6 7 8 9 10 11
1
Omnicom Group
7.8 2 WPP Group 9.9 3 Interpublic Group -0.6 4 Publicis Groupe 5.5 5 Dentsu -4.0 6 Havas Suresnes -3.6 7 Aegis Group 9.7 8 Hakuhodo DY Hldgs NA 13 aQuantive 270.3 30.2 9 Asatsu-DK 6.8 11 MDC Partners
New York London New York
2006
% CHG
2007
$11,376.9
$10,481.1
8.5
$ 6,194.0
$ 5,743.9
10,819.6
9,739.8
11.1
4,195.9
3,818.8
6,190.8
6,274.3
-1.3
3,441.2
3,461.1
Paris
5,872.0
5,472.2
7.3
2,672.8
2,533.1
Tokyo
2,950.7
2,887.8
2.2
46.5
48.4
France
1,841.0
London
1,825.8
1,577.6 15.7
1,337.0
1,364.0
Tokyo Seattle
442.2
1,808.0
08.4
1.8
-2.0 43.4
687.4
712.8
489.4
446.1
0.0
0.0
352.1
Tokyo
430.0
444.8
-3.3
2.9
Toronto/NY
423.7
363.4 16.6
355.9
2.7
28
305.2
RANK WORLDWIDE REVENUE U.S. REVENUE 2007 2006 MARKETING ORG CHG 2007 2006 %CHG 16 16 11.3 17 17 11.8 18 15 0.0 19 19 35.0 20 32 7.1 21 34 56.8 22 24 -25.7 23 21 174.1 24 22 NA 25 23 8.0
HQ
2007
2006
%
Cheil Comm
Seoul
256.3
210.7
21.6
20.5
18.5
George P. Johnson
Mich.
213.2
203.0
5.0
159.2
142.4
HealthStar
New Jers.
213.0
213.0
0.0
213.0
213.0
LBI Internatl 14.3 Media Square* 76.7 inVentiv Comm
Stockholm
212.4
London
196.0
Ohio
191.7
118.0
Cossette C Group
Quebec
190.2
164.1
Harte-Hanks Dir 3.8 Clemenger Comm
Langhorne
Doner Southfield
180.8
184.1 132.9 62.5 15.9 174.1
15.3
40.0
47.5
12.5
180.3
115.0
20.0
26.9
3.8
180.8
Melbourne 174.1
166.0
4.9
0.0
0.0
Michigan
164.3
5.4
162.5
150.5
173.1
29
RANK WORLDWIDE REVENUE RANK WORLDWIDE REVENUE U.S. REVENUE 2007 2006 MARKETING ORG HQ 2006 %CHG 31 32 33
38 29 25 NA 34 35 41.7 35 33 14.3 36 49 NA 37 36 19.0 38 40 30.3 39 37 6.2 40 20 -25.0 41 44 22.6
Merkle Lanham, Protocol Integ Dir Tokyu Agency
2007
2006
% CHG
Md. Florida Tokyo
149.5 148.0 145.5
108.0 148.0 154.1
38.4 0.0 -5.6
Chime Comm
London
144.3
114.2
26.3
1.7
1.2
M&C Saatchi
London
139.0
123.3
12.7
6.7
5.8
Creston*
London
135.0
78.8
71.3
0.0
0.0
London
130.0
110.0
18.2
25.0
21.0
Wieden & Kennedy
Oregon
127.8
102.9
24.2
76.7
58.9
Mark Store
Illinois
121.4
108.2
12.3
50.3
47.4
TBA Global
California
120.0
175.0
-31.4
120.0
160.0
Cramer-Krasselt
Chicago
117.9
96.2
22.6
117.9
96.2
Bartle Bogle Hegarty
149.5 108.0 128.0 128.0 0.0
2007 38.4 0.0 0.0
30
RANK WORLDWIDE REVENUE U.S. REVENUE 2007 2006 MARKETING ORG HQ 2006 %CHG 46 58.1 47 -9.7 48 44.9 49 2.4 50 NA
58
AKQA
39
2007
2006
% CHG
2007
San Francisco
98.0
62.0
58.1
98.0
62.0
Ambrosi
Chicago
94.1
104.2
-9.7
94.1
104.2
57
IMC2
Dallas
92.7
64.0
44.9
92.7
64.0
47
SourceLink Itasca
Illinois
88.7
86.6
2.4
88.7
86.6
50
Jung von Matt
Hamburg
87.1
74.1
17.5
0.0
0.0
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 2006
Direct & Specialist 256.78 Sponsorship 35.99 Market research 25.34 International-ist early autumn 2007 PR issue 6.91 Total 325.02 070123
US $ Milyar 2007
US $ Milyar 2008 Prakiraan
228.69
241.58
30.50
33.79 22.55
24.08
6.15
6.56
287.89
306.01 33 33
Total Komunikasi Pemasaran US $ Milyar 2006
US $ Milyar
2007
US $ Milyar 2007
Prakiraan
Jasa pemasaran Media
Total
287.89
306.01
325.02
(45.4 %)
(45.5%)
(45.6%)
346.06 (54.6 %)
367.04
388.08
(54.5%)
(54.4%)
633.95
673.04
713.10
International-ist early autumn 2007 issue
070123
34 34
Omnicom Group US $ 10.48 billion
WPP Group US $ 10.03 billion
30 s y o C
070123
27 s y o C
35 35
Publicis Groupe US $ 5.11 billion
16 s y o C
24 s y o C Interpublic Group of Cos. US $ 6.27 billion
070123
36 36
io
8b 4 . 0 $1
US
070123
io
US
3b 0 . 0 $1
io
US$
7b 2 . 6
US$
bio 1 1 5.
37 37
Worldwide Top 4 Service Categories US $ 31.89 Bio
Advertising Media Direct marketing Sales promotion Interactive Healthcare Public Relations
Omnicom US$ 10.48 bio 080123
WPP US$ 10.03 bio
38.1 11.2 12.1 9.1 10.2 8.1 11.2
% % % % % % %
Interpublic US$ 6.27 bio
ATL 49.30%
BTL 50.70%
Publicis US$ 5.11 bio 38 38
Packaging
Kini jalur komunikasi Pemasaran semakin luas
Special Placements
Aisle Display
Retail Events
Events
Sponsorships
Internet
In-Store Contacts
Partnershi p
Promotion
In-Life Experiences P.R. Publicity
Direct Mail
Advertising
In Home
Kedepan.. jalur komunikasi pemasaran....semakin luas 39 39
Television
Trade
Radio
Music property
Direct Mail
Merchandise
Newspapers
Home shopping Public Relation
Advertising
Kiosks
Shops Traditional Media
Retail Comm. Channel
Event
ABSOLUT IDEA
On-line
i=-Solution Ambience Media
Internet
Branded Content
Multimedia cross-promotion
Engagement Event
Magazines Cinema Outdoor
Trader, Dealer Incentives Theme Park/ Virtual Reality
Feature Film CD Rom Transit
40
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 menggunakan internet.
303,8
juta penduduk AS
(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
120.000
Indonesia Adv Expenditure1999-2008 (in Rp bio) 113.569
100.000
Annual Growth 38% (based on CAGR* 99-04 method)
80.000
79.731
60.000
`
56.270
40.000
39.928 28.489 21.849
20.000
16.563 8.317
5.750
0
1999
1999 5.750
11.174
2000
2000 8.317
2001
2001 11.174
2002
2002 16.563
2003
2003 21.849
2004
2004 28.489
Source: AC Nielsen * 2005-2008 forecast
2005*
2005* 39.928
2006*
2006* 56.270
2007*
2007* 79.731
2008*
2008* 113.569
*CAGR=compound annual growth rate
47
Where are we?
Packaging
2 X 28.489 = 56.998 T? Rp 28.489 T
Special Placements
Aisle Display
Retail Events
Events
Sponsorships
In-Store Contacts
Partnership
Internet
Promotion
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
1000
Jumlah pesan TV yang diterima Ibu RT 948 X per/minggu
948 841
800 691 686
655 600
600
522 504
463 453 450 447
400
424
403
363 293 279
200
250 244
224 211 200 191 176 170
136
Above 900
070123
750 - 899
la nd M al ay si a Au st ri a Fi n Ne la nd th er la nd s Vi et na m Be l Sw giu m i tz er la De nd nm ar Sw k ed en
UK
400 - 749
Ire
Ita l Ca y na Ge d a r So ma ny ut h K or Po ea rt ug Th al ai la nd Fr an ce
Ja pa In do n ne si a US A Ta iw a Si ng n ap Ho or ng e Ko ng Sp ai n Ch in Gr a ee Au c e st ra li a
0
200 - 399
< 200 Source: MindShare
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 Sales Force Fax
PDA
Website
Custom er
Behaviours
Delivery Fulfillment
Contacts
Touchpoints
Retail Point of Sale Face-to-Face
Radio
Customers
Interactions Phone Ordering
Television
ATM
Magazines
Event / Sponsorships Outdoor
Placement/ Product Sampling 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 umum.
54
Trend Media – Konsumsi Media % share of the average person’s media time
Mobile Phone
3
2
+/% by 2007
1
Radio
Internet Home PC Cinema Music
Television
0
Magazines Books
-1
-2
Newspapers
-3 0
10
20
30
40
50
60
% share of time 55
Trend Media – Media Reach 2008 2010
Personal Communication (Digital) Mobile internet
E-mail PC Internet High reach
Low reach
Digital TV
Print Radio
Cinema
Mass Communication
Analogue TV
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 USA Japan Germany UK France Italy Spain Canada South Korea Australia Netherlands Switzerland Taiwan Hong Kong Israel Sweden Denmark Austria China
2002 107.840 33.370 15.830 10.684 7.691 5.904 5.228 4.158 3.400 3.347 2.574 2.241 2.155 1.539 1.265 1.233 1.226 1.117 1.077
USA Japan Germany UK France Italy Brazil China South Korea Canada Spain Australia Mexico Netherlands Poland Switzerland Russia Greece Taiwan
2012 144.463 33.516 16.973 15.249 9.031 7.087 7.020 6.339 6.013 5.218 5.083 4.097 3.447 3.439 2.530 2.457 2.009 1.934 1.895
USA Japan Germany UK China France Italy South Korea Canada Spain Australia Poland Indonesia Netherlands Switzerland Thailand Taiwan India Belgium
159.330 36.591 19.062 15.177 10.415 9.347 7.121 6.947 5.471 5.331 4.531 3.334 3.256 3.084 2.713 2.454 2.426 2.928 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 62 promotion akan meningkat pesat.
Media Periklanan di Indonesia
MAGAZINE : 480* TABLOID : 783* CINEMA: 2,201*
NEWSPAPERS : 413*
TV Lokal TV Daerah PRIVATE TV: 10 + TVRI * based on licenses
TV Daerah : 72
RADIO STATIONS: 835* 815 63
TOTAL ADVERTISING EXPENDITURE 19992007 2007 > 62% TV, 27% Newspaper, 4% Magazine, 3% Radio, 4% Others 100% 90% 80% 70% 60%
Other Radio Magazine Newspaper TV
50% 40% 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 19
18
28
18 18
28
30 44
19 22
25
27
A
24
23
C1
22
24
18
5
5
TV
Radio
25
C2
18
D E
24
22
22
23
13
15
16
13
11 2
9 2
9 2
10 2
6 6 1
Tabloid
Cinema
Internet
17
Newspaper Magazine
B
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 20032007 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
%
%
%
%
%
%
%
62.5
34.0
35.1
30.4
33.6
60.0
53.4
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
100
100
100
100
100
100
TelevisIon Newspaper
2007
10069
AdSpend Growth : Asia Pacific by Country 2007 % Growth in local currencies 28.1%
Indonesia
35.1%
China
12.8%
Philippines
12.5%
Thailand
11.1%
Malaysia Hong Kong
5.0%
Singapore
4.8%
Vietnam NewZaeland Australia
4.3% 3.0% 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 Npp
1994
Mag/Tab
1995 TV
Radio
1996 Cinema
1997
1998
Outdoor
1999
2000
2001
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
RIAU TV
MANADO TV BUNAKEN TV
BATAM TV
PACIFIC TV (Manado)
JAKARTA TV
GORONTALO TV
TV JAKARTA
EMU TV (Maluku) LOMBOK TV KENDARI TV MAKASSAR TV
TV PIN (Papua)
74
Source : ATVLI & TV station’s profil
Penghasilan Iklan TV Swasta periode 2007 ( Base on ADEX ) 100% 90% JTV TRANS LATIVI GLOBAL TV7 METRO ANTV TPI IVM SCTV RCTI
80% 70% 60% 50% 40% 30% 20% 10% 0% 2001
2002
2003
2004
2005
2006
2007
Source : Media Scene & 75 Nielsen Medi Research/Adquest
Kerajaan Bisnis STAR TV di ASIA
BALAJI TELEFILMS (INDIA)
25,99%
TATA-STAR DTH JV (INDIA)
20% MCCS (INDIA)
26%
PHOENIX SATELITE TELEVISION
37,5% RUPERT MURDOCH PEMILIK STAR TV
HATHWAY CABLE (INDIA)
26%
ESPN STAR SPORT
50% KOOS CABLE (TAIWAN)
20%
ANTV (INDONESIA)
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
Gramedia Group KOMPAS Indopersda Serambi Indonesia, Sriwijaya Pos, Tribun Kaltim, Harian Metro Bandung, Bangka Pos, Banjarmasin Pos, Metro Banjar, Bernas, Surya, Pos Kupang, Timika Pos
Pikiran rakyat Fajar Banten Gala Media Pakuan Mitra Dialog
Jawa Pos Group Indo Pos Radar Rakyat Merdeka Batam Pos Fajar Kaltim Pos Batam Pos Jambi Express Samarinda Post Kalteng Post
Suara Merdeka Wawasan 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 7
ALL SES
A1
A2
B
C1
C2
D
E 80
Newspapers adalah bacaan Pria People aged 10+, 9 Cities, Read Any Newspaper, in %
Male
43
Female
35
39
32
30 26
21
26
21
20
17
Total
'10-14
14
15-19
20-29
30-39
40+ 81
Pertumbuhan Media Cetak Di Indonesia Media
Media Cetak Surat Kabar Harian (4x lipat) Tabloid/SKM (10x) Majalah (4x) Buletin Jumlah (6x lipat)
Perusaha n Media tahun 1997
Perusaha n Media tahun 1999
Perusaha n Media tahun 2001
79 88 114 8 289
299 886 491 11 1.687
n.a. n.a. n.a. n.a. +/- 566
Source : Direktori Pers Indonesia 2002-2003
82
3,335
3,500
2,500
1,500 1,000 500
1,826
2,000
2,469
3,000
3,977
4,000
1,228
Rp. Milyar
Pertumbuhan Media Expenditure di Newspaper
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
Tempo Group
Aneka Yess, Favorit, Al Kisah
MRA Group
Femina, Gadis, Ayah Bunda, Fit, Men’s Health, Seventeen, Pesona, Cita Cinta
Aneka Group
Majalah Tempo, Tempo English
Femina Group
Kawanku, Bobo, Motor Plus, Angkasa, Soccer, Sedap Sekejap, Hotgame, Intisari, Hai, dll
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
Jawa Pos Group
Bintang Indonesia, Aura, Fantasi, Home Bintang
Aneka
Nyata
Bintang Group
Nova, Rumah, Nakita, Bola, Otomotif,
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
ALL SES
A1
A2
B
C1
C2
D
9
E 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
All SES
A1
A2
B
C1
C2
D
6 E
89
Penetrasi Majalah pada remaja putri lebih tinggi… People aged 10+, 9 Cities, Read Magazine, in % 47 44 42 Female 37 37 30 29
Male
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
27 21 22
20 20
20
Male
18 10 10
Total
'10-14
15-19
20-29
30-39
40+ 91
800
722
700
579
600 500
414
400 300 200
821
900
286
Rp. Milyar
Pertumbuhan billing media pada majalah dan tabloid…
100 0
2002
2003
2004
2005
2006 92
RADIO
93
Pertumbuhan Jumlah Radio di Indonesia 900 800
769
835
795
779
712
700 600 500 400 300 200 100
52
52
52
52
52
0 2002
2003
2004
PRSSNI Banyak Radio tumbuh namun tidak menjadi anggota PRSSNI
2005
2006
RRI Source : PRSSNI & RRI
94
OUTDOOR
95
types of outofhome type traditional
beyond billboard
retail outlets
medium • billboard • bus shelter • bridge panel • • • • • •
vehicle wrap airport, train station building wrap mall ad transportation ad new channels (bar, gas station, bank, cinema, office, restaurant) • ambient media (toilet, floor media, etc.)
• POS • 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 388 350 261
269
279
269 202
1999
2000
2001
2002
2003
232
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! Nokia
Daihatsu
Isuzu
Samsung
Rolex
Terdapat lebih dari 550 brands beriklan secara aktif pada tahun 2004, lebih dari 50 produk baru diluncurkan dan lebih dari 2500 versi iklan ditayangkan televisi. Indomie
Clear Pepsodent Source : TV stations’ info
Citibank
BCA e-banking
ChatzMie 105
TERIMA KASIH 106
International Advertising Association International Advertising Association Indonesia Chapter
RTS Masli President
7 November 2008
107
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 of regulation
The structure of the promotions industry
Regulating advertising activity
Agencies
Regulating sales promotion Regulating public relations activities
Marketing Communication s
Advertising agencies
The communicatio ns process
Current trends: technological development
3
THE COMMUNICATION PROCESS
Sender
Encoding
Message
Decoding
Receiver
Media
Nois e Feedback
Response 4
INDUSTRY STRUCTURE Client companie s advertiser s
Advertisin g agencies
The Promotions Industry
Media Suppliers
Suppliers of the promotion al material 5
ADVERTISING
Writing advertisement s
Role of promotion in the buying process
Creative strategy and the advertising message
Graphic design
Advertisin g
The creative brief
Branding
Measuring advertising effectiveness
Visual aids
6
THE ADVERTISING PROCESS Marketing Strategy Identify and understand target audience Define advertising objectives Set the advertising budget Message decisions
Media decisions Execute campaign Evaluate advertising effectiveness
7
4 P’s vs. 4 C’s THE REALITY
PROMOTIONS
PLACE
PRICE PRODUCT
4 P’S
THE PERCEPTIONS
COMMUNICATIONS
CONVENIENCE
COST TO CONSUMER
CONSUMER NEEDS & WANTS
4 C’S
8
HOW CREATIVE COMMUNICATION CREATES DEMAND WHAT TO SAY
Service
Marketing Mix
T Differentiatio Selling n
CREATIVE
DIRECTOR
SHOWER
MEDIA
WHY ADVERTIZE? WHAT REASON TO BUY?
WHOM TO?
EFFICIENT & EFFECTIVE
Process
CLIENT SERVICE
CRAFTMANSHIP
TREATMENT
V
HOW TO SAY
S M I L E
Brand
Segmentatio n
S
CORRECT
FUN
ARTISTIC
TRIAL
CONSUMER PURCHASE DECISSION
CONSUMER
NEEDS PERCEPTION ATTITUDE PERSONALITY LEARNINGMOTIVES
REPEATATION
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 4.0
4.3
4.2 3.5
3.7 3.1
3.6
3.4
3.2
3.0 2.0
3.4 2.9 2.9
3.4 2.8
3.2
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 4.8
5.0 4.0
5.1
5.1 4.5
3.3
3.0
4.2
3.7 3.8
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
40% +80%
200 $bn
150 100 50 0
TV
+10%
35% +42%
32%
36% 13% 8% 8%
1993
+52% +90% +10%
31%
Newspapers
13%
+15%
13%
Magazines
10%
+11%
9%
6%
+13%
Radio Outdoor
2003
6%
2007
13
Belanja Iklan Nasional > Meningkat ! Indonesia adspend by media type 35000 30000 TV
+120%
25000
64%
20000 $bn
Newspapers
15000 10000
64%
+1,658%
26%
+805%
5000
+819%
26% 6%
0
1993
+121%
2003
+122% +101%
6%
3%
Magazines Radio Outdoor
2007
14
Anggaran Media Negara Maju > Menurun Spend 2006 v 2005 % change (US, Japan, Germany, UK, France) 35.0 29.8
30.0 25.0 20.0 15.0 10.0
6.8 4.6
3.5
5.0 0.7
0.0 Media Advertising
Sales Promotion
Brand PR/ Sponsorship
Direct Mail
Interactive Marketing
Source: Marketing Expenditure Trends Report, London Business School
15
Media Advertising (USA) cendrung menurun! Marketing budget allocation % (USA) 1976
Media Advertisin g
42%
Consumer Promotion s
19%
Trade Promotion s
39%
1986 34%
26%
40%
2006 24% 27%
49% 49%
Source: John Philip Jones
16
17
Zenith Optimedia forecast
Global internet ad spend to grow 28.2% in 2007, while ad spend in other media grows 3.9%.
Global adspend continues to grow slightly faster than average.
World ad market will grow 5.4 % in 2007, 5.8% in 2008 and 5.3%, staying ahead of the 5.1% rate it has grown as for the last 10 years 18
Global ad expenditure by region
19
Local online ad spend to increase by 32% in 2007
20
Agencies Report 2007
21
NO. 1: OMNICOM GROUP Revenue ($ in millions) 2007 %chg Worldwide . . . . . . . . . . . $11,376.9 8.5 U.S. . . . . . . . . . . . . . . . . .$ 6,194.0 7.8 Non-U.S. . . . . . . . . . . . . .$ 5,182.9 9.4
2006
Employees 2007 %chg Worldwide . . . . . . . . . . . . .66,000 6.5
2006
$10,481.1 $5,743.9 $4,737.2
62,000 12/2007 AdAge
22
NO. 2: WPP GROUP Revenue ($ in millions) %chg Worldwide . . . . . . . . . . . 11.1 North America . . . . . . . . . 9.9 Outside North America . . 11.9 Employees %chg Worldwide . . . . . . . . . . . . 3.7 Offices %chg Worldwide . . . . . . . . . . . . 0.0
2007
2006
10,819.6
9,739.8
4,195.9
3,818.8
6,623.7
5,921.0
2007
2006
79,352
76,532
2007 2,000
2006 2,000
12/2007 AdAge
23
NO. 3: INTERPUBLIC GROUP OF COS.
Revenue ($ in millions) %chg Worldwide . . . . . . . . . . . . -1.3 U.S. . . . . . . . . . . . . . . . . . . -0.6 Non-U.S. . . . . . . . . . . . . . -2.3 Employees %chg Worldwide . . . . . . . .. . . . . -2.3 U.S. . . .. . . . . . . . . . . . . . . . 0.0 Non-U.S. . . . . . . . . . . . . . . -4.0
2007
2006
6,190.8
6,274.3
3,441.2
3,461.1
2,749.6
2,813.2
2007
2006
42,000
43,000
18,000
18,000
24,000
25,000 12/2007 AdAge
24
NO. 4: PUBLICIS GROUPE Revenue ($ in millions) %chg Worldwide . . . . . . . . . . . . North America . . . . . . . . . Outside North America . .
2007
2006
5,872.0 5,472.2 2,672.8 2,533.1 3,199.2 2,939.1
7.3 5.5 8.8
Employees Worldwide . . . . . . . . . . .. North America . . . . . . . . Outside North America .
2007 2006 41,989 40,350 13,940 13,818 28,049 26,532
%chg 4.1 0.9 5.7
25
7 Aegis Group Revenue ($ in millions) Worldwide . . . . . . . . . . . . U.S. . . . . . . . . . . . . . . . . ............... Non-U.S. .. . . . . . . . . . . ................
2007 $1,825.8 $ 489.4 $1,336.4
Employees 2007 and 2006 % chg Worldwide . . . . . . . . . . . . . . . . . . U.S. . . . . . . . . . . .... . . . . . . . . . . . . . . Non-U.S. . . . . . . . . . . . . . . . . . .... . .
13,075 2,158 10,917
Offices 2007 and 2006 % chg Worldwide . . . . . . . . . . . . . . . . . . . . . 285 U.S. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 Non-U.S. . . . . . . . . . . . . . . . . . . . . . . . 241
2006 $ 1,577.6 $ 446.1 $ 1,131.5
10,778 2,085 8,693
268 43 225
%chg 15.7 9.7 18.1
21.3 3.5 25.6
6.3 2.3 7.1
26
HOLDING COMPANY NEW BUSINESS SCORECARD: 2007
Ranked by net adjusted new-business billings WINS NET. REV. RANK COMPANY REPORTED CHG. 1. Havas $1,930 $106 2 WPP Group 4,639 53 3. Aegis 1,569 23 4. Omnicom 3,040 13 5. Publicis 2,887 -14 Interpublic 3,063 -28 Total
17,127 153
LOSSES ADJUSTED
REP.
NET ADJ.
$1,832
-$ 1,030
2,307
-2,259
-$ 949 -1,865
REP.
ADJ.
$ 900 2,380
$883 442
429
-946
-237
622
192
2,403
-3,130
-2,297
-90
106
2,022
-3,042
-2,086
-156
-64
2,495
-3,519
-2,709
-457
-214
11,487
-13,927
-10,143
3,200 1,344 27
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 1 2 3 4 5 6 7 8 9 10 11
1
Omnicom Group
7.8 2 WPP Group 9.9 3 Interpublic Group -0.6 4 Publicis Groupe 5.5 5 Dentsu -4.0 6 Havas Suresnes -3.6 7 Aegis Group 9.7 8 Hakuhodo DY Hldgs NA 13 aQuantive 270.3 30.2 9 Asatsu-DK 6.8 11 MDC Partners
New York London New York
2006
% CHG
2007
$11,376.9
$10,481.1
8.5
$ 6,194.0
$ 5,743.9
10,819.6
9,739.8
11.1
4,195.9
3,818.8
6,190.8
6,274.3
-1.3
3,441.2
3,461.1
Paris
5,872.0
5,472.2
7.3
2,672.8
2,533.1
Tokyo
2,950.7
2,887.8
2.2
46.5
48.4
France
1,841.0
London
1,825.8
1,577.6 15.7
1,337.0
1,364.0
Tokyo Seattle
442.2
1,808.0
08.4
1.8
-2.0 43.4
687.4
712.8
489.4
446.1
0.0
0.0
352.1
Tokyo
430.0
444.8
-3.3
2.9
Toronto/NY
423.7
363.4 16.6
355.9
2.7
28
305.2
RANK WORLDWIDE REVENUE U.S. REVENUE 2007 2006 MARKETING ORG CHG 2007 2006 %CHG 16 16 11.3 17 17 11.8 18 15 0.0 19 19 35.0 20 32 7.1 21 34 56.8 22 24 -25.7 23 21 174.1 24 22 NA 25 23 8.0
HQ
2007
2006
%
Cheil Comm
Seoul
256.3
210.7
21.6
20.5
18.5
George P. Johnson
Mich.
213.2
203.0
5.0
159.2
142.4
HealthStar
New Jers.
213.0
213.0
0.0
213.0
213.0
LBI Internatl 14.3 Media Square* 76.7 inVentiv Comm
Stockholm
212.4
London
196.0
Ohio
191.7
118.0
Cossette C Group
Quebec
190.2
164.1
Harte-Hanks Dir 3.8 Clemenger Comm
Langhorne
Doner Southfield
180.8
184.1 132.9 62.5 15.9 174.1
15.3
40.0
47.5
12.5
180.3
115.0
20.0
26.9
3.8
180.8
Melbourne 174.1
166.0
4.9
0.0
0.0
Michigan
164.3
5.4
162.5
150.5
173.1
29
RANK WORLDWIDE REVENUE RANK WORLDWIDE REVENUE U.S. REVENUE 2007 2006 MARKETING ORG HQ 2006 %CHG 31 32 33
38 29 25 NA 34 35 41.7 35 33 14.3 36 49 NA 37 36 19.0 38 40 30.3 39 37 6.2 40 20 -25.0 41 44 22.6
Merkle Lanham, Protocol Integ Dir Tokyu Agency
2007
2006
% CHG
Md. Florida Tokyo
149.5 148.0 145.5
108.0 148.0 154.1
38.4 0.0 -5.6
Chime Comm
London
144.3
114.2
26.3
1.7
1.2
M&C Saatchi
London
139.0
123.3
12.7
6.7
5.8
Creston*
London
135.0
78.8
71.3
0.0
0.0
London
130.0
110.0
18.2
25.0
21.0
Wieden & Kennedy
Oregon
127.8
102.9
24.2
76.7
58.9
Mark Store
Illinois
121.4
108.2
12.3
50.3
47.4
TBA Global
California
120.0
175.0
-31.4
120.0
160.0
Cramer-Krasselt
Chicago
117.9
96.2
22.6
117.9
96.2
Bartle Bogle Hegarty
149.5 108.0 128.0 128.0 0.0
2007 38.4 0.0 0.0
30
RANK WORLDWIDE REVENUE U.S. REVENUE 2007 2006 MARKETING ORG HQ 2006 %CHG 46 58.1 47 -9.7 48 44.9 49 2.4 50 NA
58
AKQA
39
2007
2006
% CHG
2007
San Francisco
98.0
62.0
58.1
98.0
62.0
Ambrosi
Chicago
94.1
104.2
-9.7
94.1
104.2
57
IMC2
Dallas
92.7
64.0
44.9
92.7
64.0
47
SourceLink Itasca
Illinois
88.7
86.6
2.4
88.7
86.6
50
Jung von Matt
Hamburg
87.1
74.1
17.5
0.0
0.0
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 2006
Direct & Specialist 256.78 Sponsorship 35.99 Market research 25.34 International-ist early autumn 2007 PR issue 6.91 Total 325.02 070123
US $ Milyar 2007
US $ Milyar 2008 Prakiraan
228.69
241.58
30.50
33.79 22.55
24.08
6.15
6.56
287.89
306.01 33 33
Total Komunikasi Pemasaran US $ Milyar 2006
US $ Milyar
2007
US $ Milyar 2007
Prakiraan
Jasa pemasaran Media
Total
287.89
306.01
325.02
(45.4 %)
(45.5%)
(45.6%)
346.06 (54.6 %)
367.04
388.08
(54.5%)
(54.4%)
633.95
673.04
713.10
International-ist early autumn 2007 issue
070123
34 34
Omnicom Group US $ 10.48 billion
WPP Group US $ 10.03 billion
30 s y o C
070123
27 s y o C
35 35
Publicis Groupe US $ 5.11 billion
16 s y o C
24 s y o C Interpublic Group of Cos. US $ 6.27 billion
070123
36 36
io
8b 4 . 0 $1
US
070123
io
US
3b 0 . 0 $1
io
US$
7b 2 . 6
US$
bio 1 1 5.
37 37
Worldwide Top 4 Service Categories US $ 31.89 Bio
Advertising Media Direct marketing Sales promotion Interactive Healthcare Public Relations
Omnicom US$ 10.48 bio 080123
WPP US$ 10.03 bio
38.1 11.2 12.1 9.1 10.2 8.1 11.2
% % % % % % %
Interpublic US$ 6.27 bio
ATL 49.30%
BTL 50.70%
Publicis US$ 5.11 bio 38 38
Packaging
Kini jalur komunikasi Pemasaran semakin luas
Special Placements
Aisle Display
Retail Events
Events
Sponsorships
Internet
In-Store Contacts
Partnershi p
Promotion
In-Life Experiences P.R. Publicity
Direct Mail
Advertising
In Home
Kedepan.. jalur komunikasi pemasaran....semakin luas 39 39
Television
Trade
Radio
Music property
Direct Mail
Merchandise
Newspapers
Home shopping Public Relation
Advertising
Kiosks
Shops Traditional Media
Retail Comm. Channel
Event
ABSOLUT IDEA
On-line
i=-Solution Ambience Media
Internet
Branded Content
Multimedia cross-promotion
Engagement Event
Magazines Cinema Outdoor
Trader, Dealer Incentives Theme Park/ Virtual Reality
Feature Film CD Rom Transit
40
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 menggunakan internet.
303,8
juta penduduk AS
(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
120.000
Indonesia Adv Expenditure1999-2008 (in Rp bio) 113.569
100.000
Annual Growth 38% (based on CAGR* 99-04 method)
80.000
79.731
60.000
`
56.270
40.000
39.928 28.489 21.849
20.000
16.563 8.317
5.750
0
1999
1999 5.750
11.174
2000
2000 8.317
2001
2001 11.174
2002
2002 16.563
2003
2003 21.849
2004
2004 28.489
Source: AC Nielsen * 2005-2008 forecast
2005*
2005* 39.928
2006*
2006* 56.270
2007*
2007* 79.731
2008*
2008* 113.569
*CAGR=compound annual growth rate
47
Where are we?
Packaging
2 X 28.489 = 56.998 T? Rp 28.489 T
Special Placements
Aisle Display
Retail Events
Events
Sponsorships
In-Store Contacts
Partnership
Internet
Promotion
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
1000
Jumlah pesan TV yang diterima Ibu RT 948 X per/minggu
948 841
800 691 686
655 600
600
522 504
463 453 450 447
400
424
403
363 293 279
200
250 244
224 211 200 191 176 170
136
Above 900
070123
750 - 899
la nd M al ay si a Au st ri a Fi n Ne la nd th er la nd s Vi et na m Be l Sw giu m i tz er la De nd nm ar Sw k ed en
UK
400 - 749
Ire
Ita l Ca y na Ge d a r So ma ny ut h K or Po ea rt ug Th al ai la nd Fr an ce
Ja pa In do n ne si a US A Ta iw a Si ng n ap Ho or ng e Ko ng Sp ai n Ch in Gr a ee Au c e st ra li a
0
200 - 399
< 200 Source: MindShare
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 Sales Force Fax
PDA
Website
Custom er
Behaviours
Delivery Fulfillment
Contacts
Touchpoints
Retail Point of Sale Face-to-Face
Radio
Customers
Interactions Phone Ordering
Television
ATM
Magazines
Event / Sponsorships Outdoor
Placement/ Product Sampling 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 umum.
54
Trend Media – Konsumsi Media % share of the average person’s media time
Mobile Phone
3
2
+/% by 2007
1
Radio
Internet Home PC Cinema Music
Television
0
Magazines Books
-1
-2
Newspapers
-3 0
10
20
30
40
50
60
% share of time 55
Trend Media – Media Reach 2008 2010
Personal Communication (Digital) Mobile internet
E-mail PC Internet High reach
Low reach
Digital TV
Print Radio
Cinema
Mass Communication
Analogue TV
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 USA Japan Germany UK France Italy Spain Canada South Korea Australia Netherlands Switzerland Taiwan Hong Kong Israel Sweden Denmark Austria China
2002 107.840 33.370 15.830 10.684 7.691 5.904 5.228 4.158 3.400 3.347 2.574 2.241 2.155 1.539 1.265 1.233 1.226 1.117 1.077
USA Japan Germany UK France Italy Brazil China South Korea Canada Spain Australia Mexico Netherlands Poland Switzerland Russia Greece Taiwan
2012 144.463 33.516 16.973 15.249 9.031 7.087 7.020 6.339 6.013 5.218 5.083 4.097 3.447 3.439 2.530 2.457 2.009 1.934 1.895
USA Japan Germany UK China France Italy South Korea Canada Spain Australia Poland Indonesia Netherlands Switzerland Thailand Taiwan India Belgium
159.330 36.591 19.062 15.177 10.415 9.347 7.121 6.947 5.471 5.331 4.531 3.334 3.256 3.084 2.713 2.454 2.426 2.928 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 62 promotion akan meningkat pesat.
Media Periklanan di Indonesia
MAGAZINE : 480* TABLOID : 783* CINEMA: 2,201*
NEWSPAPERS : 413*
TV Lokal TV Daerah PRIVATE TV: 10 + TVRI * based on licenses
TV Daerah : 72
RADIO STATIONS: 835* 815 63
TOTAL ADVERTISING EXPENDITURE 19992007 2007 > 62% TV, 27% Newspaper, 4% Magazine, 3% Radio, 4% Others 100% 90% 80% 70% 60%
Other Radio Magazine Newspaper TV
50% 40% 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 19
18
28
18 18
28
30 44
19 22
25
27
A
24
23
C1
22
24
18
5
5
TV
Radio
25
C2
18
D E
24
22
22
23
13
15
16
13
11 2
9 2
9 2
10 2
6 6 1
Tabloid
Cinema
Internet
17
Newspaper Magazine
B
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 20032007 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
%
%
%
%
%
%
%
62.5
34.0
35.1
30.4
33.6
60.0
53.4
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
100
100
100
100
100
100
TelevisIon Newspaper
2007
10069
AdSpend Growth : Asia Pacific by Country 2007 % Growth in local currencies 28.1%
Indonesia
35.1%
China
12.8%
Philippines
12.5%
Thailand
11.1%
Malaysia Hong Kong
5.0%
Singapore
4.8%
Vietnam NewZaeland Australia
4.3% 3.0% 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 Npp
1994
Mag/Tab
1995 TV
Radio
1996 Cinema
1997
1998
Outdoor
1999
2000
2001
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
RIAU TV
MANADO TV BUNAKEN TV
BATAM TV
PACIFIC TV (Manado)
JAKARTA TV
GORONTALO TV
TV JAKARTA
EMU TV (Maluku) LOMBOK TV KENDARI TV MAKASSAR TV
TV PIN (Papua)
74
Source : ATVLI & TV station’s profil
Penghasilan Iklan TV Swasta periode 2007 ( Base on ADEX ) 100% 90% JTV TRANS LATIVI GLOBAL TV7 METRO ANTV TPI IVM SCTV RCTI
80% 70% 60% 50% 40% 30% 20% 10% 0% 2001
2002
2003
2004
2005
2006
2007
Source : Media Scene & 75 Nielsen Medi Research/Adquest
Kerajaan Bisnis STAR TV di ASIA
BALAJI TELEFILMS (INDIA)
25,99%
TATA-STAR DTH JV (INDIA)
20% MCCS (INDIA)
26%
PHOENIX SATELITE TELEVISION
37,5% RUPERT MURDOCH PEMILIK STAR TV
HATHWAY CABLE (INDIA)
26%
ESPN STAR SPORT
50% KOOS CABLE (TAIWAN)
20%
ANTV (INDONESIA)
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
Gramedia Group KOMPAS Indopersda Serambi Indonesia, Sriwijaya Pos, Tribun Kaltim, Harian Metro Bandung, Bangka Pos, Banjarmasin Pos, Metro Banjar, Bernas, Surya, Pos Kupang, Timika Pos
Pikiran rakyat Fajar Banten Gala Media Pakuan Mitra Dialog
Jawa Pos Group Indo Pos Radar Rakyat Merdeka Batam Pos Fajar Kaltim Pos Batam Pos Jambi Express Samarinda Post Kalteng Post
Suara Merdeka Wawasan 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 7
ALL SES
A1
A2
B
C1
C2
D
E 80
Newspapers adalah bacaan Pria People aged 10+, 9 Cities, Read Any Newspaper, in %
Male
43
Female
35
39
32
30 26
21
26
21
20
17
Total
'10-14
14
15-19
20-29
30-39
40+ 81
Pertumbuhan Media Cetak Di Indonesia Media
Media Cetak Surat Kabar Harian (4x lipat) Tabloid/SKM (10x) Majalah (4x) Buletin Jumlah (6x lipat)
Perusaha n Media tahun 1997
Perusaha n Media tahun 1999
Perusaha n Media tahun 2001
79 88 114 8 289
299 886 491 11 1.687
n.a. n.a. n.a. n.a. +/- 566
Source : Direktori Pers Indonesia 2002-2003
82
3,335
3,500
2,500
1,500 1,000 500
1,826
2,000
2,469
3,000
3,977
4,000
1,228
Rp. Milyar
Pertumbuhan Media Expenditure di Newspaper
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
Tempo Group
Aneka Yess, Favorit, Al Kisah
MRA Group
Femina, Gadis, Ayah Bunda, Fit, Men’s Health, Seventeen, Pesona, Cita Cinta
Aneka Group
Majalah Tempo, Tempo English
Femina Group
Kawanku, Bobo, Motor Plus, Angkasa, Soccer, Sedap Sekejap, Hotgame, Intisari, Hai, dll
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
Jawa Pos Group
Bintang Indonesia, Aura, Fantasi, Home Bintang
Aneka
Nyata
Bintang Group
Nova, Rumah, Nakita, Bola, Otomotif,
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
ALL SES
A1
A2
B
C1
C2
D
9
E 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
All SES
A1
A2
B
C1
C2
D
6 E
89
Penetrasi Majalah pada remaja putri lebih tinggi… People aged 10+, 9 Cities, Read Magazine, in % 47 44 42 Female 37 37 30 29
Male
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
27 21 22
20 20
20
Male
18 10 10
Total
'10-14
15-19
20-29
30-39
40+ 91
800
722
700
579
600 500
414
400 300 200
821
900
286
Rp. Milyar
Pertumbuhan billing media pada majalah dan tabloid…
100 0
2002
2003
2004
2005
2006 92
RADIO
93
Pertumbuhan Jumlah Radio di Indonesia 900 800
769
835
795
779
712
700 600 500 400 300 200 100
52
52
52
52
52
0 2002
2003
2004
PRSSNI Banyak Radio tumbuh namun tidak menjadi anggota PRSSNI
2005
2006
RRI Source : PRSSNI & RRI
94
OUTDOOR
95
types of outofhome type traditional
beyond billboard
retail outlets
medium • billboard • bus shelter • bridge panel • • • • • •
vehicle wrap airport, train station building wrap mall ad transportation ad new channels (bar, gas station, bank, cinema, office, restaurant) • ambient media (toilet, floor media, etc.)
• POS • 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 388 350 261
269
279
269 202
1999
2000
2001
2002
2003
232
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! Nokia
Daihatsu
Isuzu
Samsung
Rolex
Terdapat lebih dari 550 brands beriklan secara aktif pada tahun 2004, lebih dari 50 produk baru diluncurkan dan lebih dari 2500 versi iklan ditayangkan televisi. Indomie
Clear Pepsodent Source : TV stations’ info
Citibank
BCA e-banking
ChatzMie 105
TERIMA KASIH 106
International Advertising Association International Advertising Association Indonesia Chapter
RTS Masli President
7 November 2008
107
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