Media Luar Ruang sebagai Strategi Pemasaran

Jakarta, 26 June 2019  –  More than two thirds (67%) of consumers spend 4 hours and 33 minutes outside home on weekdays. In the Jabodetabek area the time is even higher, where consumer spends an average of 4 hours 45 minutes. When doing activities outside the home, the average consumer spends 1 hour and 18 minutes on the trip. According to the findings of Nielsen Consumer Media & View, one of the studies conducted by Nielsen Media in 11 cities in Indonesia.

The findings show a great potential opportunity for brand owners to maximize the use of outdoor media in promoting their products. The Nielsen CMV study also shows the high coverage of outdoor media, which reaches 66%. Judging from the type, the Static Outdoor format reached the highest reach where 64% of consumers stated that they saw advertisements in the media in the past week as much as 10 times. The next thing that attracts consumers’ attention is the type of outdoor media that “moves” like advertising on public transportation facilities (45%) and in private cars (32%); and 16 percent of consumers stated that they saw advertisements installed inside buildings (offices or shopping center). (Picture 1)

Hasil liputan media luar ruang tentu berbeda dari satu satu kota dengan kota lainnya. Jika dibandingkan dengan wilayah Jabodetabek, jangkauan iklan iklan di sarana transportasi umum di Medan dan Makassar lebih tinggi, mencapai lebih dari 50 persen. lebih dari 50 persen. Di Makassar, iklan yang dipasang di dalam gedung menjangkau lebih dari 30% konsumen dibandingkan dengan wilayah Jabodetabek.

“From our analysis of three cities (Jabodetabek, Medan and Makassar) we see that there are differences in consumer preferences.” Said Hellen Katherina, Executive Director of Media, Nielsen Indonesia. “For example, in addition to the static outdoor format, advertisements on outdoor media can also reach consumers in Medan and Makassar. Meanwhile, especially in Makassar, advertisements in the building get attention from consumers, “Hellen explained.

Dalam Dalam hal profil konsumen, ada juga perbedaan antara mereka yang melihat iklan media luar ruang (selain di dalam gedung) dan mereka yang berada di dalam dalam gedung. Iklan di dalam gedung lebih banyak dilihat oleh wanita berusia 10-29 tahun dari kelas sosial atas. Sementara itu, iklan di media luar ruang selain di dalam gedung, lebih banyak dikonsumsi oleh laki-laki dengan rentang usia berusia 30-49 tahun.

Penghitungan Situs Nielsen di Luar Rumah

The results of Nielsen’s calculations for the number of outdoor media points in 11 cities in Indonesia in 2019 show that there are more than 3000 points and 33 percent are in the Jabodetabek area. Billboard dominated with 43 percent followed by Baliho at 18 percent and the next 14 percent in the form of LEDs.

Cigarettes are the most advertised product category in outdoor media with more than 1,000 spots, followed by Online Services with 600 spots and Telecommunications with more than 300 spots. (Picture 2). Djarum, Gudang Garam and HM Sampoerna are the biggest advertisers for the Cigarette category. Meanwhile, Tiket.Com, Grab and Gojek dominate the Online Services category, and in the Telecommunications category there are XL, Samsung and Telkomsel. “The proportion of consumers who spend quite a lot of time outside the home as well as diverse forms of out-of-home promotional media require industry players not only to be smart in choosing outdoor media, but also to be more creative in presenting forms of out-of-home media promotion,” Hellen concluded.

Picture 1: Reach & Frequency of Out-Of-Home Media

Gambar 2: Kategori Teratas dalam Media Luar Ruang

Pesan untuk Jurnalis dan Editor:

• Nielsen sangat menyarankan para jurnalis dan editor untuk menyertakan penjelasan singkat mengenai metodologi Nielsen ke dalam artikel, setiap kali merujuk pada data Nielsen sebagai sumber informasi.

• Untuk menghindari ketidakakuratan dalam menggunakan data Nielsen sebagai referensi, jangan ragu untuk menghubungi pihak di atas untuk mendapatkan klarifikasi.

• Nielsen memiliki Hak Jawab atas ketidakakuratan penggunaan data Nielsen dalam artikel tersebut.

ABOUT NIELSEN CONSUMER MEDIA & VIEW (CMV)

Survei CMV merupakan survei sindikasi yang dilakukan oleh Nielsen terhadap + 17.000 orang berusia 10 tahun ke atas di 11 kota di Indonesia (Jakarta, Bandung, Jogjakarta, Semarang, Surakarta, Surabaya, Denpasar, Medan, Palembang, Makassar, dan Banjarmasin). Informasi yang terkandung di dalamnya meliputi data demografi, psikografi, penggunaan media, hingga lebih dari 200 kategori penggunaan produk.

TENTANG PENGUKURAN NIELSEN DI LUAR RUMAH (OOH)

Calculating the number of OOH media site  in 11 Nielsen Media cities. Harmonized data, by having an aligned information with the categorization and product naming from Nielsen Ad Intel. The survey was conducted in April-Mid period in May 2019 .