Each year, motorists in Jakarta spend an average of more than 31,680 minutes or about 22 days on the road in their car or motorcycle (Uber and Boston Consulting Group, 2017). On certain days, about 35% of people in Jakarta spend their time on the road. These figures shows that residents of Jakarta spend the longest time on the road compared to other Asian cities.
There is an increasing number of vehicles and rapid technology development in big cities such as Jakarta. It opens opportunities for business people to advertise using one of out-of-home advertising’s latest innovations: motorcycle advertising.
Where Do You Advertise When You Want to Reach Everyone?
(Source: Katadata.co.id)
Motorcycle advertising is very effective at reaching audiences of all ages, backgrounds, and income. One does not only send motorcyclists with moving billboards to many road points, they also reach passengers on their motorbikes. They greet other motorists and pedestrians while waiting for the green light. These are points unreachable by advertising media such as billboards and the like.
Advantages of Motorcycle Advertising
Wide Coverage
It is widely known that motorcycles have become the most popular mode of transportation used by Indonesians in daily activities. According to the survey results from the 2018 Statistics Indonesia, the number of motorbikes reached approximately 138 million units. Nearly half of Indonesia’s total population is 260 million people. For Jakarta alone, there were around 20 million registered motorcycles.
There are even two giant startups in the field of online motorcycle taxis in Indonesia: Gojek and Grab. These two startups helped spur this two-wheeled transportation. In 2018 until present, Gojek has traveled more than 4 billion kilometers to serve Indonesians’ transport needs. Through motor advertising, there is a great opportunity of introducing your advertisements at many points.
Geographical Reach
When a business decides to display motorcycle advertisements in a certain region, the business will actively and specifically reach people based on the characteristics and backgrounds of the region. With the help of clear data recap, daily routes and target audience segmentation should be taken into account for one’s ad.
Cost Effective
The large number of motorcycle advertising’s potential consumers will help you save on advertising costs. Additionally, the number of advertisements is certainly a factor in the effectiveness of advertising. For example, advertising on only 5 motorcycles in your target area is not economically sufficient.
Therefore, consider placing advertisements with non-movable outdoor advertising media such as road billboards or OOH media at airports and port areas. You can also combine the two with the right ad planning for your brand’s ad to reach the maximum audience attention.
Disadvantages of Motorcycle Advertising
Interferes with Road User Focus
Consider that highways are a place where motorists need to fully concentrate on the road. Square boxes in the rear of motorcycles can obstruct the forward vision or cause distraction to other road users. This can become an inconvenience to them.
Creativity Issues
If the design of the motorcycle is not well made, the ad will not be noticed. It is important that the ad campaign must be concise, sharp, and creative to attract the right attention. In addition, the speed of motorcycles and motorcycle advertising is not as silent as other advertising mediums such as billboards. It can be difficult for motorcycle ads to grab the full attention of road users.
Low Exposure
The reach of a motorcycle ad also depends on how active the rider is on his daily trip. The more active a rider is and the more achieved points he is able to cover, the higher the level of brand awareness that will be created.
In short, motorcycle advertising like other outdoor media has its own advantages and disadvantages. However, it is currently one of the most popular advertising trends in Indonesia.
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