Penggunaan Media Periklanan Luar Ruangan di Masa Pandemi  COVID-19

Indah Yunita Sari Sihite; Retno Septaningtyas Wahyu Pangestu

doi:10.33376/ik.v6i2.1268

Penggunaan Media Periklanan Luar Ruangan di Masa Pandemi COVID-19

Indah Yunita Sari Sihite, Retno Septaningtyas Wahyu Pangestu

Abstract

Abstrak. Pandemi COVID-19 memang sudah mengubah banyak gaya hidup seluruh masyarakat di dunia. Berbagai sektor perekonomian terdampak dari perubahan gaya hidup tersebut. Dunia periklanan juga menjadi salah satu yang terdampak. Banyak perusahaan yang menyesuaikan kembali anggaran untuk kepentingan pemasaran dan juga periklanan. Hal tersebut juga membuat penggunaan media periklanan luar ruangan kurang dilirik oleh banyak perusahaan karena terbatasnya mobilitas masyarakat Penelitian ini bertujuan untuk mengetahui trend periklanan di masa pandemi dan juga penggunaan media periklanan luar ruangan di tengah terbatasnya mobilitas masyarakat. Penelitian ini adalah penelitian deskriptif kualitatif dengan metode studi literatur. Hasil penelitian menunjukkan bahwa Dunia periklanan di masa pandemi kemudian memiliki tren baru. Pemasaran di media sosial menjadi salah satu yang mulai dilirik karena penggunaannya di masyarakat juga terus meningkat. Selain itu, kegunaan influencer juga menjadi salah satu yang diperhitungkan oleh para perusahaan. Konten di media periklanan juga berubah di mana banyak digunakan konten iklan dengan muatan emosional untuk bisa membangun hubungan emosional antara brand dan juga penggunanya. Penggunaan media periklanan luar ruangan kemudian juga mengadopsi konsep hubungan periklanan tersebut. Banyak reklame yang ditunjukkan untuk meningkatkan kepedulian dan juga himbauan kepada masyarakat. Masa depan media periklanan luar ruangan juga mulai terlihat karena vaksin yang sudah tersebar dan akan membuat masyarakat bisa beraktivitas kembali di luar ruangan.

Kata kunci: COVID-19, Pemasaran, Media Luar Ruangan, Tren Periklanan

Abstract. The COVID-19 pandemic has changed the lifestyles of many people around the world. Various sectors of the economy are affected by these lifestyle changes. The world of advertising is also one of those affected. Many companies readjust their budgets for marketing and advertising purposes. This also makes the use of outdoor advertising media less ogled by many companies due to the limited mobility of the people. This research is a qualitative descriptive study with a literature study method. The results showed that the world of advertising during the pandemic then had a new trend. Marketing on social media is one that is starting to be noticed because its use in society also continues to increase. In addition, the use of influencers is also one that is taken into account by companies. The content in advertising media has also changed, where many advertising content with emotional content is used to build an emotional connection between brands and their users. The use of outdoor advertising media then also adopted the concept of the advertising relationship. Many billboards are shown to raise awareness and appeal to the public. The future of outdoor advertising media is also starting to be seen because of the vaccine that has been spread and will allow people to return to outdoor activities.

Keywords: COVID-19, Marketing, Advertising Outdoor, Advertising Trend

Keywords

COVID-19; Pemasaran; Media Luar Ruangan; Tren Periklanan

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DOI: http://dx.doi.org/10.33376/ik.v6i2.1268