{"id":3254,"date":"2018-07-12T14:34:09","date_gmt":"2018-07-12T07:34:09","guid":{"rendered":"http:\/\/binus.ac.id\/malang\/?p=3254"},"modified":"2018-07-12T14:34:09","modified_gmt":"2018-07-12T07:34:09","slug":"masihkah-efektif-beriklan-di-mainstream-media","status":"publish","type":"post","link":"https:\/\/binus.ac.id\/malang\/2018\/07\/masihkah-efektif-beriklan-di-mainstream-media\/","title":{"rendered":"Masihkah Efektif Beriklan di Mainstream Media?"},"content":{"rendered":"<p style=\"text-align: justify\"><em>Mainstream media <\/em>saat ini sedang memasuki masa yang penuh tantangan. Eksistensi media televisi, radio, koran, majalah terancam dengan <em>trend new media <\/em>yang saat ini menjadi primadona hampir seluruh lapisan masyarakat. Keberadaan <em>new media <\/em>secara bertahap berpotensi mengurangi profitabilitas industri media konvensional. Pendapatan iklan diramalkan mengalami pemerosotan yang cukup signifikan dikarenakan <em>budget <\/em>iklan dari industri mulai dipangkas dan dialihkan ke <em>new media. <\/em>Secara keseluruhan di Asia Tenggara peningkatan pengeluaran untuk iklan digital mencapai 20 persen. Spesifik di Indonesia, pertumbuhan akan mencapai 8,4 persen, termasuk yang cukup kencang di wilayah tersebut. Kisaran pertumbuhan tahunan akan mencapai 25 persen dan diprediksikan tahun 2020 akan mencapai dua kali lipatnya (data IAB Singapore, Daily Social.ID, 2016). \u00a0Penetrasi <em>smartphone<\/em> dan internet yang meningkat, membuat\u00a0<em>user generated content<\/em>\u00a0dan media sosial telah berhasil mencuri minat dan waktu konsumen dalam mengakses media. Bayangkan disaat yang bersamaan seseorang terpecah perhatiannya saat menonton ke layar televisi, namun juga fokus ke layar <em>smartphone <\/em>atau tablet yang mereka bawa. Tidak heran jika perkembangan konten digital semakin menyamakan dengan spesifikasi konten di media konvensional seperti televisi.<\/p>\n<p style=\"text-align: justify\">Namun benarkah <em>brand <\/em>dan produk benar-benar meninggalkan <em>mainstream media <\/em>dalam memasang iklan. Lalu bagaimana strategi dari televisi, radio, koran dan majalah agar tidak dilupakan oleh <em>brand<\/em> ? konvergensi media menjadi salah satu strategi yang telah dilakukan oleh beberapa stasiun televisi nasional, bahkan stasiun radio nasional sampai lokal pun sudah berkonvergensi. Mereka mulai membuat <em>radio on device, <\/em>Live streaming video, koran <em>online <\/em>yang dapat dengan mudah diakses melalui <em>smartphone. <\/em>Sebut saja Metro TV, NET, Kompas, Jawa Pos yang sudah memilki portal berita <em>online, <\/em>bahkan memiliki aplikasi yang dapat diunduh melalui <em>smartphone. <\/em>Dengan adanya portal <em>online <\/em>tersebut dapat menambah potensi masuknya iklan. Strattegi berikutnya beberapa perusahaan media terutama radio-radio lokal yang mulai terintegrasi dengan event dan exhibition. Mereka tidak lagi mengandalkan siaran on air sebagai satu-satunya kegiatan bisnis, namun juga mereka bergerilya dari off line dengan membuat event dan pameran-pameran yang mampu menarik banyak massa sehingga menjadi daya tarik bagi <em>brand-brand <\/em>untuk beriklan melalui event tersebut.<\/p>\n<p style=\"text-align: justify\">Jadi masih efektif kah beriklan di media <em>mainstream? Why not,\u00a0 <\/em>semua tergantung dari kebutuhan dari masing-masing <em>brand, <\/em>siapa segmen dan target market mereka? Masih kah target market mereka mengkonsumsi <em>media mainstream. <\/em>(Habis).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mainstream media saat ini sedang memasuki masa yang penuh tantangan. Eksistensi media televisi, radio, koran, majalah terancam dengan trend new media yang saat ini menjadi primadona hampir seluruh lapisan masyarakat. Keberadaan new media secara bertahap berpotensi mengurangi profitabilitas industri media konvensional. Pendapatan iklan diramalkan mengalami pemerosotan yang cukup signifikan dikarenakan budget iklan dari industri mulai [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[127],"tags":[],"class_list":["post-3254","post","type-post","status-publish","format-standard","hentry","category-public-relations"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Masihkah Efektif Beriklan di Mainstream Media? | BINUS UNIVERSITY MALANG | Pilihan Universitas Terbaik di Malang<\/title>\n<meta name=\"description\" content=\"BINUS University Malang Merupakan Universitas Terbaik di Malang dengan Program Computer Science, Entrepreneurship Bussiness Creation, Computer Science, Interior Design, Communication, Public Relations, Visual Communication Design.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/binus.ac.id\/malang\/2018\/07\/masihkah-efektif-beriklan-di-mainstream-media\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Masihkah Efektif Beriklan di Mainstream Media? 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