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AURI JAYA Ð CEO JPNN.Com 2 MEDIA FLOWCHART 1 WEBINAR Regulasi Negara Dalam Menjaga Keberlangsungan Media Mainstream Di Era Disrupsi Medsos Kamis, 04 Februari 2021 AURI JAYA – CEO JPNN.com 2 MEDIA FLOWCHART Alur operasional bisnis media SHARE & CONTENT DISTRIBUTION Penyebaran dan distribusi konten ke Media memproduksi konten berbagai platform yang banyak artikel, audio atau video digunakan pembaca AUDIENCE TRAFFIC SOURCE MONETIZE Media mendapatkan pengunjung/pembaca Memperoleh pendapatan dari hasil yang berasal dari berbagai sumber penjualan konten atau iklan 3 TRAFFIC SOURCE Kategori sumber pengunjung yang mendistribusikan konten Search Pengunjung yang berasal dari search engine Social Pengunjung yang berasal dari media sosial Refferal Pengunjung yang berasal dari referensi website lain / agregator Direct Pengunjung yang langsung membuka halaman website TRAFFIC SOURCE LIST 4 Daftar sumber pengunjung berdarkan jenis platformnya Search Social Referral Pengunjung yang berasal dari search Pengunjung yang berasal dari media Pengunjung yang berasal dari engine sosial referensi website lain / agregator Ø Google Ø Facebook Ø Google News Ø Microsoft Bing Ø Twitter Ø BaBe Ø Yahoo Ø Instagram Ø Line Today Ø Baidu Ø Youtube Ø UC News Ø Yandex Ø WhatsApp Ø Flipboard Ø DuckDuckGo Ø Telegram Ø MSN Ø Ask.com Ø TikTok Ø Zend Yandex Ø Aol.com Ø Pinterest Ø Opera Ø … Dll Ø … Dll Ø … Dll 5 MONETIZE Sumber penghasilan media saat ini TRADISIONAL PROGRAMMATIC ADS VS ADS 6 TRADITIONAL VS PROGRAMMATIC Proses negosiasi pemasangan iklan model tradisional cukup Programmatic ad menjalankan suatu algoritma untuk memakan waktu dan biaya. Advertiser dan publisher harus mengumpulkan dan mengevaluasi data sehingga dapat bertemu untuk bernegosiasi harga iklan yang akan dipasang menentukan siapa dan dimana iklan akan ditampilkan Penetapan harga didapatkan dari hasil dinegosiasikan langsung Programmatic menggunakan proses yang dinamakan real-time antara advertiser dan publisher. Proses ini dapat berisiko bidding (RTB), sehingga dapat mengurangi risiko kesalahan terjadinya kesalahan, sehingga iklan bisa menjadi terlalu murah dalam penetapan harga atau terlalu mahal dari harga pasar Laporan penayangan iklan pada model tradisional dibuat oleh Programmatic memungkinkan pengiklan untuk melihat sendiri penerbit atau agen. Hasil laporan biasanya didapatkan setelah dan mengevaluasi kinerja secara real-time sehingga lebih masa kontrak berakhir transparan Optimasi dan perubahan strategi hanya dapat dilakukan setelah Perubahan strategi dapat dilakukan kapan saja jika dibutuhkan masa waktu iklan habis dan mendapatkan laporan dari penerbit untuk mengoptimasi performa iklan, seperti targeting, atau agensi iklan budgeting, dll Model tradisional dinilai kurang efisien saat ini, karena Programmatic membuat proses jual beli iklan antara pengiklan memakan waktu dalam prosesnya, membutuhkan dana dan penerbit. Proses menjadi lebih cepat, tepat dan bisa lebih yang lebih besar dan adanya celah kesalahan yang dibuat menguntungkan dengan meningkatkan Return On Investment (ROI) 7 TRADITIONAL VS PROGRAMMATIC Proses negosiasi pemasangan iklan model tradisional cukup Programmatic ad menjalankan suatu algoritma untuk memakan waktu dan biaya. Advertiser dan publisher harus mengumpulkan dan mengevaluasi data sehingga dapat bertemu untuk bernegosiasi harga iklan yang akan dipasang menentukan siapa dan dimana iklan akan ditampilkan 8 TRADITIONAL VS PROGRAMMATIC Penetapan harga didapatkan dari hasil dinegosiasikan langsung Programmatic menggunakan proses yang dinamakan real- antara advertiser dan publisher. Proses ini dapat berisiko time bidding (RTB), sehingga dapat mengurangi risiko terjadinya kesalahan, sehingga iklan bisa menjadi terlalu murah kesalahan dalam penetapan harga atau terlalu mahal dari harga pasar 9 TRADITIONAL VS PROGRAMMATIC Laporan penayangan iklan pada model tradisional dibuat Programmatic memungkinkan pengiklan untuk melihat oleh penerbit atau agen. Hasil laporan biasanya didapatkan sendiri dan mengevaluasi kinerja secara real-time sehingga setelah masa kontrak berakhir lebih transparan 10 TRADITIONAL VS PROGRAMMATIC Optimasi dan perubahan strategi hanya dapat dilakukan Perubahan strategi dapat dilakukan kapan saja jika setelah masa waktu iklan habis dan mendapatkan laporan dibutuhkan untuk mengoptimasi performa iklan, seperti dari penerbit atau agensi iklan targeting, budgeting, dll 11 TRADITIONAL VS PROGRAMMATIC Model tradisional dinilai kurang efisien saat ini, karena Programmatic membuat proses jual beli iklan antara memakan waktu dalam prosesnya, membutuhkan dana pengiklan dan penerbit. Proses menjadi lebih cepat, tepat yang lebih besar dan adanya celah kesalahan yang dibuat dan bisa lebih menguntungkan dengan meningkatkan Return On Investment (ROI) 12 TOP SEARCH ENGINE Mesin pencarian teratas di dunia tahun 2020 1. GOOGLE 4. BAIDU Market share: 88,14% Market share: 0,59% 2. BING 5. YANDEX Market share: 6,18% Market share: 0,26% Source: www.statista.com 3. YAHOO Data : Jan 2020 – Oct 2020 Market share: 2,51% Google bukanlah satu-satunya mesin pencarian yang tersedia saat ini. Selain Google dan Bing, ada mesin pencarian lain yang mungkin tidak begitu terkenal tetapi masih melayani jutaan permintaan pencariaan per hari. Namun faktanya, mesin pencarian lain belum sanggup menyaingi bahkan tidak menjadi ancaman bagi Google. 13 GOOGLE ECOSYSTEM CONSUMER BUSINESS DEVELOPER Google memiliki lebih dari 100 produk dan layanan yang dapat digunakan oleh berbagai jenis user, sehingga saat ini banyak orang mengatakan, apapun yang kalian butuhkan semua ada di Google 14 TOP SOCIAL MEDIA (satuan dalam jutaan) Perusahaan Facebook milik Mark Zuckerberg mendominasi sosial media dengan berbagai macam produknya, antara lain : Facebook, WhatsApp, Facebook Messenger & Instagram. Statista mencatat, Indonesia menempati peringkat ketiga pengguna Facebook Source: www.statista.com terbanyak di dunia dengan angka mencapai Data : Oct 2020 140.000.000 akun 15 FACEBOOK ECOSYSTEM 1.Facebook (Facebook.com). 21.WhatsApp 41.Facebook Audience Insights 2.Facebook Lite 22.WhatsApp Payments 42.Facebook Audience Network 3.Instagram (iOS, Android, Windows Mobile) 23.Moments 43.Facebook Blueprint 4.Instagram Reels 24.Internet.org 44.Facebook IQ 5.Instagram Shopping 25.Facebook Ads 45.Instant Articles 6.Boomerang (iOS, Android) 26.Facebook Analytics 46.Facebook Paid Online Events 7.Facebook Collab 27.Instagram Business 47.Facebook Viewpoints 8.Facebook Marketplace 28.Facebook Creator Studio 48.Facebook Poke 9.Facebook Media 29.Facebook Business Suite 49.Facebook Slingshot 10.Facebook Messenger (Messenger.com) 30.Facebook Gaming 50.FriendFeed 11.Facebook Messenger Kids 31.Facebook Gaming Creators 51.Friend.ly 12.Facebook Messenger Rooms 32.Facebook Hacker Plus 52.Facebook Payments 13.Facebook Instant Articles 33.Facebook Pages 53.Lifestage 14.Facebook News 34.Facebook Campus 54.Atlas 15.Facebook Live 35.Facebook Portal 55.CrowdTangle 16.Facebook Libra (now known as Diem) 36.Facebook Local 56.Masquerade 17.Facebook Shops 37.Facebook For Creators 57.Moves 18.Facebook Watch 38.Facebook For Developers 58.Oculus 19.Facebook Workplace 39.Facebook Business 59.Onavo 20.Facebook Youth Portal 40.Facebook Business Manager 60.Origami 61.Spark AR Studio 16 POSITIONING Share & Audience Monetize Distribution Traffic Source Dari pemaparan di atas dapat dilihat bahwa perusahaan raksasa di dunia internet seperti Google dan Facebook memposisikan bisnis mereka di tiga kategori penting dalam flowchart bisnis media, yaitu : Share & Distribution, Audience Traffic Source dan Monetize. Keduanya memiliki produk dan layanan yang sangat kuat dan paling laris digunakan oleh seluruh pengguna internet saat ini. 17 GOOGLE FOR US Banyak sekali produk dan layanan yang sampai saat ini masih menjadi bagian penting bagi semua orang, termasuk perusahaan media Google Search Google Analytic Google Ads Google Play GMail Google Classroom Google Drive Google Docs Google News Google Sheet Youtube Google Slide Android OS Google Translate Google Chrome Google My Business Dan produk google yang lainnya… PLUS & MINUS 18 Dampak positif dan negatif Google bagi perusahaan media, antara lain: LIKE UNLIKE Mempermudah proses Ketergantungan pencarian informasi menggunakan layanan google Membantu penyebaran Dapat menyimpan seluruh konten kepada pembaca riwayat data pengguna Memiliki tools yang dapat Beberapa isu belum ada membantu saat menganalisa regulasi yang ketat. Contoh, konten terkait penyebaran konten hoaks, verifikasi media online, dll. Membantu marketing perusahaan pada saat Berpotensi memonopoli melakukan branding, bisnis periklanan advertising dan selling Tidak ada sharing revenue atas Meningkatkan traffic dan konten yang ditampilkan, revenue perusahaan kecuali jika menggunakan Google Adsense 19 Google vs United States Jaksa Agung dari puluhan negara bagian AS melayangkan gugatan terhadap Google. Mereka menuding Google telah melakukan monopoli yang merugikan konsumen dan pengiklan. Google juga telah menggunakan dominasinya untuk mengalahkan pesaingnya secara ilegal, memantau hampir setiap aspek kehidupan digital para penggunaannya, dan mendapatkan keuntungan hingga miliaran dollar. Google vs France Otoritas Perancis menjatuhkan denda sebesar €50 juta kepada Google. Mereka menilai Google melanggar peraturan pelindungan data dalam memproses data pribadi pengguna layanannya, terutama untuk tujuan personalisasi iklan. Badan perlindungan data Prancis, CNIL juga telah menghukum Google karena menghapus cookie pelacak tanpa persetujuan. Google dikenakan denda US$120 juta. 20 Konflik Google Terkait Keamanan
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