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Online Video Advertising Indonesia Tumbuh Pesat

Dengan semakin meningkatnya koneksi internet dan  banyaknya smartphone, Online Video Advertising di Indonesia mengalami pertumbuhan yang pesat menurut laporan terbaru dari Tube Mogul.
TubeMogul , sebuah perusahaan perangkat lunak perusahaan untuk branding digital, menganalisa kampanye merek teratas di lima pasar regional – Singapura , Thailand , Vietnam , Malaysia dan Filipina . Lebih dari 2,2 miliar desktop dan mobile video stream dilacak .
Indonesia sendiri, online video advertising naik 204% pada Q4 dan merupakan yang tertinggi di seluruh Asia Tenggara. Tidak termasuk Tier 2, semua Tier tumbuh lebih dari 178% terutama di bulan Desember. Namun mengalami penurunan yang cukup tajam di minggu ke 3 bulan November.

Indonesia Preroll Inventory

© Tube Mogul


 
Untuk Preroll Cost Per Thousand Impression (CPM) secara keseluruhan tetap konstan, sekitar 29% dengan pertumbuhan terbesar dari Tier 1.
Indonesia Preroll CPM

©Tube Mogul


“Ponsel dengan cepat menjadi platform bagi brand untuk menjangkau konsumen di Asia Tenggara,” kata Truong Phu, TubeMogul Asia Tenggara managing director. “Publisher membuat lebih  banyak konten tersedia untuk pengiklan video digital  menjalankan kampanye branding di desktop mereka dan platform mobile.”
Indonesia Mobile Inventory and CPM

©Tube Mogul


 
 

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Live Streaming, Senjata Baru Brand Untuk Video Advertising

live streaming

Live streaming di sosial media sepertinya mulai mendapat perhatian serius sebagai salah satu jalan untuk berbagi konten kepada konsumer. Sebutlah berbagai macam aplikasi mobile yang menyediakannya. Facebook Live, Instragram, Periscope dan lan-lain. Menurut survei Trusted Media Brands di bulan September 2016, sekitar 88 persen responden dari brand mengatakan bahwa meraka “mungkin” atau “pasti akan” berinvestasi dalam iklan live streaming selama 6 bulan kedepan.

Snicker adalah salah satu brand yang menanyangkan iklan mereka secara langsung selama Super Bowl di tahun ini. Iklan yang dibintangi oleh Adam Driver, pemeran Star Wars ini diambil secara langsung dengan dimana semuanya jadi adegan menjadi berantakan. Tentunya hal ini disengaja oleh Snickers. Tak main-main, iklan ini meraup lebih dari 10 juta views.

Di Indonesia, live streaming juga sudah mulai merambah berberapa brand. Belum lama ini, PEPSI Indonesia meluncurkan sebuah program bernama #PEPSIJammingSeru yang menawarkan konser secara live dengan 12 musisi terkemuka di Indonesia melalui akun sosial media mereka. Sebelumnya di tahun 2011, Royco juga pernah manayangkan langsung event Soup Masterclass untuk memperkenalkan Royco Gel.

Di tahun 2012, APMF juga memulai live streaming dengan menggunakan fasilitas dari video.com. Sedangkan Twitter Indonesia membangun BlueRoom khusus untuk kreator yang ingin berinteraksi langsung dengan para follower atau audience mereka melalui layanan mobile video streaming Periscope.
Foto Press Release #PEPSIJammingSeru-campaignindonesia
Brand Anda bisa saja menayangkan video live streaming sepanjang mungkin. Namun berapakah panjang optimal video untuk bisa meraih audience terbanyak? Menurut Visible Measures, terdapat indikasi jumlah penonton akan mulai turun saat memasuki menit ke 50. Sedangkan interaksi dengan penonton biasanya terjadi sekitar 45-51 menit. Oleh karena itu, apabila brand berencana untuk berinvestasi dalam pendekatan live streaming, mereka harus membatasi panjang live video tidak lebih dari 50 menit.

Menurut report Cisco 2016 Visual Networking Index, live streaming menyumbang lebih dari dua pertiga lalu lintas trafik internet dan diperkirakan naik menjadi 82% persen pada tahun 2020. Untuk brand, approach terbaru di bidang advertising ini tidak boleh dilewatkan. Tentu saja apa yang ditawarkan harus unik dan berbeda dengan brand lainnya. Kala tidak, brand akan dianggap cuma sebagai pengekor.

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Pertaruhan Brand Memilih Blog Berbayar Sebagai Sarana Marketing

Dalam dunia marketing digital, blog merupakan salah satu dari kanal yang patut diperhitungkan untuk memperluas target market sebuah brand sekaligus meningkatkan brand advocacy. Hal inilah yang membuat brand banyak melirik blogger-bloger ternama untuk menjadi key opinion leader mereka. Seberapa besar pertaruhan Brand terhadap blog kredibel sebagai salah satu kanal content marketing dengan paid-advertising?

Menurut survey terakhir dari Global Web Index yang dilakukan terhadap penduduk Indonesia dengan rentang umur 16-64 tahun sebanyak 750 orang selama kurun waktu  kuarter pertama 2015 memberikan fakta yang cukup mengejutkan. Dalam sehari aktiftas mereka, 1,27 jam setidaknya dihabiskan untuk membaca atau menulis sebuah blog atau sekitar 15% dari total online time activity seperti ditunjukkan grafik dibawah ini.
online time activity indonesia
Fakta lainnya menunjukkan bahwa dalam mencari informasi sebuah produk/brand, blog menduduki peringkat kedua setelah search engines. Hal ini tentu saja semakin membuktikan bahwa blog mempunyai pengaruh yang cukup signifikan dalam menentukan apakah sebuah brand dapat diakses informasinya dengan cepat.
Top Research Channel
Blogger sendiri memiliki penggemar yang tidak sedikit, melebihi para politikus, aktor bahkan para jurnalis. Berdasarkan data yang dibagikan GWI, di media sosial, orang lebih memilih untuk mem-follow para blogger ternama. Peringkatnya berada di bawah brand yang akan dibeli.
Following Blogger BehaviourHal di atas membuat Brand harus benar-benar selektif memilih blogger yang kredibel untuk mempromosikan produk mereka. Dengan total blog sekitar 3,5% dari total pengguna internet di Indonesia, Brand tidak bisa sembarangan mengundang blogger untuk mereview atau menjawab komplain tentang produk mereka.

BLOGGER WAJIB MEMBANGUN BLOG KREDIBEL
Membuat blog yang kredibel juga bukan perkara mudah bagi para blogger.  Menurut Nirwan Dewanto di acara Blogger Camp Indonesia 2015 yang diselenggarakan di Hulu Cai, Bogor dengan tema Membangun Blog Kredibel. Ada dua tipe blog yaitu “Generalist” dimana tidak ada topik khusus yang dibahas, serta Specialist – dimana blogger membahas topik tertentu.

Diamini oleh Iman Brontoseno – sutradara iklan, menjadi blogger memang dimulai dari menulis hal yang general sampai kemudian mengerucut menjadi hanya hal yang disukai. “Saya dulu ngeblog apa saja, tetapi lama-kelamaan hanya ngeblog semua yang behubungan dengan sejarah, sesuatu yang saya suka”.

Iman Brontoseno menambahkan tidak menutup kemungkinan brand memilih menggunakan blogger sebagai key influencer seperti yang terjadi saat beliau diminta menulis untuk brand minuman keras. Tak mau terjebak menulis hal yang tidak diketahui, beliau memilih untuk mengambil sudut penulisan yang berbeda yaitu tentang sejarah brand tersebut. Disinilah pentingnya brand menentukan obyektif, story dan target yang akan dicapai dengan menggunakan blogger.

Lalu apa lagi yang bisa membuat blog jadi lebih kredibel? Menurut Maulana Nurhadi dari Twitter South East Asia yang ikut sebagai pembicara dalam acara Blogger Camp. Sharing ke micro-blogging seperti twitter bisa membuat blog semakin dikenal sehingga kredibilitas sebuah blog bisa meningkat.

MEMILIH PAID BLOG KREDIBEL
Memilih blog kredibel tidak gampang bagi brand. Berikut tips yang bisa dipakai:

  1. Jika target marketing adalah Awareness, brand bisa memilih blog generalist dengan pembaca yang cukup banyak. Namun yang harus diingat adalah story yang ditawarkan oleh blog tersebut harus berkesan apa adanya. Misalnya food blogger yang sehari-hari membahas makanan sebaiknya tidak disuruh untuk membahas teknologi detail sebuah gadget, tapi lebih bagaimana gadget membantu mereka mengambil foto yang indah.
  2. Jika target marketing adalah Engagement, brand bisa memilih blog specialist/niche dengan pembaca yang fanatik. Blog inilah yang membuat target market bisa lebih memahami produk anda secara spesifik.

Brand dapat mengkombinasikan kedua tipe blog ini berdasarkan obyektif campaign yang ingin dicapai. Sebagai bagian dari content marketing, blog semakin memegang peranan penting dalam sebuah marketing brand. Bagaimana cara Anda memilih blogger influencer untuk marketing produk Anda?

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Presentasi Michael Leander di Adtech Jakarta 2014

Adtech Jakarta

Michael Leander, Award Winning Speaker dengan pengalaman lebih dari 20 tahun di bidang pemasaran, manajemen dan penjualan memberikan presentasi di acara Adtech Jakarta 2014. Dengan agenda : Creating Your Ideal World: Here Is What Your World Class Marketing Should Look Like Very Soon, Michael memberikan trip dan trik mengenai optimalisasi content untuk ROI jangka panjang maupun jangka pendek, bagaimana pemasaran dalam ekosistem digital marketing.
Berikut adalah deck presentasi Michael Leander yang diunggah dalam akun slideshare beliau.
 

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