"Hybrid Advertising" Combines the Power of Offline and Online Media

It is undeniable that TV is still the most effective medium for advertising. TV excels because it has a wide range, suitable for the Indonesian market. However, TV advertising spending is still the most expensive compared to other media.

In its time, print and offline become some of the main alternatives for advertisers to market their products. Newspapers, magazines, and billboards are examples of advertising media that we most often encounter.

Moving towards the internet era, advertisers are now starting to look at digital media as an effective means to introduce a product. In addition to minimal costs and more diverse content ideas, digital advertising is considered more scalable because it relies on the number of clicks.

In fact, digital advertising spending has not exceeded conventional advertising spending, such as media offline as well as print media. However, a number of surveys predict digital advertising spending will grow rapidly as internet adoption expands.

We will discuss the trend hybrid advertising as a concept sharing economy new to the world of advertising. This concept is said to be a new trend in the advertising world because it combines the strengths of the media offline and online.

Concept hybrid advertising currently applied by UB Iklan. In short, Ub Advertising is a local startup that provides a technology platform for mobile advertising services. Ub Iklan claims that the services it offers are more economical, effective, and on target.

To find out more about this, see more interesting explanation from Glorio Yulianto, CEO of UB Iklan (a service car advertising) in the following #TuesdayStartup session.

Don't forget the media offline

Glorio rates the media offline is now starting to be forgotten as one of the main alternatives to advertising. Digital media is now more ogled because the results are more measurable and this is more desired by the company.

Media admits offline has a weakness. Take billboards for example, this medium has limitations on the message to be conveyed, there is only one-way communication, and it is difficult to measure. Not to mention the technical issues ranging from the high cost of the technology to be used on billboards to the difficulty of monitoring them.

In fact, according to the media offline Instead, it raises new potential in the world of advertising, especially in the era of sharing economy which is widely applied in many start-up companies.

Citing a survey, said Glorio, currently there are 40 percent of the print media readership segment. However, the media online Yes, media reader segment online only increased to 49 percent. If you look at the slice, only 11 percent have switched to online media.

"In other words, there are still market segments that are not in those two segments. People who online indeed important, but those who never access the web (offline) is equally important," he said.

Despite the rapid development of digital, media offline believed to still have a number of advantages. There are still many market segments that believe in seeing products in person rather than in the digital world.

"Another challenge to the media offline is creativity, compiling activity. If it's not there, it's the same. Well, the problems above we want to overcome," said Glorio.

Hybrid advertising create new opportunities

As an answer to the problems that are often encountered above, Glorio revealed that there is a new concept in the world of advertising that has great potential, namely hybrid advertising. This concept combines the power of the media online and offline.

In this case, the advertiser is still advertising offline relying on the vehicle as a medium. Meanwhile, side online continue to play a role in providing analytics to the advertiser. It can be said that this kind of advertisement is called running advertisement where the potential reach is wider.

"Media offline as an advertising medium, while analyticsbased on online. INe called it hybrid advertising media. We can take budgets (advertisers) from two divisions, namely online and offline' said Glorio.

It reveals hybrid advertising offer services or services that are minimal, effective, and on target. At UB Iklan, they offer rental services space to advertise on cars and motorcycles.

Every vehicle can be tracked directly real-time from the GPS in the user's application. UB Advertising provides dashboards where advertisers can monitor including installing plans campaign advertisement.

Glorio compares that the costs incurred for billboards can reach Rp. 100 million, where the cost of running advertisements is only around Rp. 1 million per vehicle per month at UB Iklan.

However, he continued, it should be noted that not all types of products can take advantage of the advantages of hybrid advertising for the sake of purpose awareness. Mass products considered more suitable to use this service than certain products whose market segments are limited.

"How is the future hybrid advertising? There comes a time when the cycle will turn. There will be a time when digital (advertising) returns to conventional, with a note that there must be changes and added value. It will continue like that, the cycle will return to the beginning," he said.