- 15 Aug 2019
- TPM outdoor
Menjaring Peluang Iklan Transit dari Sektor Tranportasi Indonesia
OVERVIEW OF TRANSPORTATION SERVICES DEVELOPMENT IN INDONESIA
In 2017, INRIX ranked 1360 cities from 38 countries based on traffic jams, placing Jakarta, Bandung, Malang, Yogyakarta, Padang, Medan, Pontianak, Surabaya, Semarang and Denpasar as cities with the highest levels of traffic jams in Indonesia. Jakarta is ranked 12th, just below Bangkok, and ranked first on a national scale (average traffic jam 63 hours / year).
Then based on DKI Jakarta Transportation Statistics data, passenger cars recorded the highest growth of around 6.48% per year in the 2012-2016 period. While motorcycles with an average of 10.54% in 2018. Followed by public transport growth of 1.74%. Shows the high demand for adequate transportation services in large urban areas in Indonesia.
The government is trying to change people’s consumption patterns by making various alternative land transportation policies such as holding an Integrated Moda Raya (MRT). The presence of the MRT is believed to be one of the solutions to suppress the traffic jams in the capital city. Moreover, these transportation modes are also integrated with Bus Rapid Transit (BRT) and Light Rapid Transit (LRT) . MRT targets to serve 65,000-130,000 passengers per day. In a series of trains consisting of six train cars with a passenger capacity of 1,900 people.
In addition to the MRT, online transportation services have now emerged to address the problems of conventional transportation systems in Indonesia. The Go-Jek and Grab applications present offer a variety of transportation and logistics facilities. Not only that, they also provide various choices of vehicle modes such as motorbikes, taxis, or private cars. They also dare to offer lower tariffs than other similar transportation rates, plus easy access via the user’s device display.
Also Read: Further Exploring the Power of Motorcycle Advertising as a New OOH Trend
Increased service requirements also occur in air transportation. Indonesia now has LCC (Low Cost Carrier) at Terminal 2F of Soekarno-Hatta International Airport. On a year-to-date basis (January 1-June 9, 2019), the number of LCC passengers on international routes was 1.80 million people and an increase of 2.27% compared to the previous year, 1.76 million people. This figure will continue to grow in line with the LCC’s development target to reap 20 million foreign tourists to Indonesia during 2019, as well as meet the increasing demand for domestic passengers for business or holiday flights.
KNOWING TRANSIT ADVERTISING AND ITS STRENGTH AS OOH MEDIA
The survey results from The American Trucking Association said 97% of respondents remember vehicle advertising (transit), 98% thought that the ad created a positive image of advertisers. Meanwhile, 96% of respondents believe that transit advertisements are more effective than regular billboards and 75% of respondents are impressed with the advertised brand.
Transit advertisements are advertisements placed on vehicles or in public transportation areas. By using transit ads, advertisements can be placed anywhere such as on the side of buses, cars, motorcycles, ferries, inside airports and ports. The main purpose of transit ads is to reach motorists and introduce business brands to them. Transit ads are important because they can provide high visibility for the product every day.
In addition, the audience has a very small chance to improve transit advertisements compared to when they want to replace commercial advertisements on TV, radio, or flip through magazine ads. It is often difficult for someone to ignore the advertisements they catch when sitting in a departure lounge or in public transportation, simply because they are inadvertently driving. Transit advertisements also guarantee businesses get the attention of audiences from various segments as long as they are stuck in the transit area.
ADVANTAGES OF INSTALLING ADVERTISING IN THE AIRPORT AND FERRY TERMINAL
Passengers at the airport and ferry terminal are people who invest in travel. They are ready to spend more money to shop as part of a traveling experience. The survey results from Global Shopper Connections 2, show that 70% of global buyers admit that they will be ‘forced’ to visit shops at the airport after seeing product advertisements. While another survey shows 80% of passengers in the airport area often see transit ads there and 42% will take action, such as visiting a website, going to an offline or online store, to learn more about the products and brands seen in the ad. The two main attributes of transit ads at the airport and ferry terminal are advertisements talking to consumers who are ready to shop, and offering ease of making a purchase;
Using the transit lightbox advertising media in the Batam Center International Ferry Terminal departure lounge, Bank Mayapada displays their premium advertisements. The large, full-color display of the ad and its position very close to the seat, makes the ad reach the full audience around it.
To introduce special promos in their marketplace, LOTTE Indonesia chose the Soekarno-Hatta International Airport departure lounge as a place to advertise, as well as using digital i-screen media for creative and unique ad executions. LOTTE also included a QR Barcode to make it easier for consumers to connect directly to the promotional service.
In contrast to airport lounges, ferry terminal departure lounges have fewer shopping areas, thus providing a charming environment for the audience. The Singaporean telecommunications company, Singtel, uses the departure lounges of two international ports, Batam IFT and Harbourbay, to introduce their cellular services to tourists who want to go to Singapore.
Not only advertising in the area of the ferry terminal, Singtel also utilizes the inside of the ferry to place their advertisements. The advertising media used is the headrest cover installed in each passenger seat. The design of the advertisement printed on the fabric headrest cover, will be 100% automatically visible to all passengers throughout the trip, thereby increasing brand awareness in the minds of the audience to the fullest.
INVEST YOUR TRANSIT ADS NOW
The premium image inherent in airports and ferry terminals is further strengthened by smart ad execution using OOH media and leading digital capabilities. There are several choices of OOH media such as wall stickers, neonbox, pillar lightbox, LED screen, digital i-screen, ambient media, airport billboards, advertisements on headrest covers, etc. In addition to the airport and ferry terminal, transit advertisements on vehicles such as motorbikes, taxis or buses can be very effective in increasing brand awareness, even advertisers can choose the display area in accordance with the destination market segments and paths that are usually taken by these modes of transportation.
Also Read: Transit Ads and the Benefits of Using them
Do you want to grow your business, introduce product brands, and expand the reach of promotions using transit advertising services? Contact us now and get ready to reach the attention of millions of potential audiences 24/7 with the best OOH advertising media with The Perfect Media!