TY - GEN
T1 - Digital Publisher, Advertising Media Agency and Mobile Exchange Triadic Interaction
T2 - 2nd International Conference of Computer and Informatics Engineering, IC2IE 2019
AU - Agus, Anna Amalyah
AU - Yudoko, Gatot
AU - Mulyono, Nur Budi
AU - Nasution, Reza Ashari
N1 - Publisher Copyright:
© 2019 IEEE.
PY - 2019/9
Y1 - 2019/9
N2 - The purpose of this paper is to describe the digital marketing supply chain landscape in Indonesia, an emerging market country with high economics and e-commerce penetration growth. The scope of this paper will discuss structures, actors, business model and driving forces of digital advertising with the supply chain context, which will also explain, information, money and product/services flow. This research is using mix-method approaches, combining literature review, industry data analysis through desk study and experts' in-depth interview. There are three main findings, 1) mobile exchange company through its mobile exchange platform creates price transparency for paid digital advertisement, 2) there is power imbalance between digital publishers, advertising media agencies and mobile exchange, 3) If there are nothing significant strategic management changes in advertising media agency side, mobile exchange company could take out the (digital) advertising media agency within marketing communication industry. This paper is expected to give more insights for practitioners which include advertisers, advertising agencies, digital publishers as well as academician, especially on the digital marketing supply chain landscape. The originality of this paper lies in the digital advertising media landscape, mobile exchange business model with supply chain context, which have not been mapped to date. This study still on the exploratory approach and only focus in paid advertising, not including social media. Therefore, in order to get more whole-rounded point of view in future; first, more experts informants from different type of actors are needed, especially advertisers from FMCG company, management of digital publishers, management of social media platform, digital key opinion leaders, etc.; second, solid empirical future research will create better understanding toward the industry landscape and supply chain in different context.
AB - The purpose of this paper is to describe the digital marketing supply chain landscape in Indonesia, an emerging market country with high economics and e-commerce penetration growth. The scope of this paper will discuss structures, actors, business model and driving forces of digital advertising with the supply chain context, which will also explain, information, money and product/services flow. This research is using mix-method approaches, combining literature review, industry data analysis through desk study and experts' in-depth interview. There are three main findings, 1) mobile exchange company through its mobile exchange platform creates price transparency for paid digital advertisement, 2) there is power imbalance between digital publishers, advertising media agencies and mobile exchange, 3) If there are nothing significant strategic management changes in advertising media agency side, mobile exchange company could take out the (digital) advertising media agency within marketing communication industry. This paper is expected to give more insights for practitioners which include advertisers, advertising agencies, digital publishers as well as academician, especially on the digital marketing supply chain landscape. The originality of this paper lies in the digital advertising media landscape, mobile exchange business model with supply chain context, which have not been mapped to date. This study still on the exploratory approach and only focus in paid advertising, not including social media. Therefore, in order to get more whole-rounded point of view in future; first, more experts informants from different type of actors are needed, especially advertisers from FMCG company, management of digital publishers, management of social media platform, digital key opinion leaders, etc.; second, solid empirical future research will create better understanding toward the industry landscape and supply chain in different context.
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KW - formatting
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UR - http://www.scopus.com/inward/record.url?scp=85078357767&partnerID=8YFLogxK
U2 - 10.1109/IC2IE47452.2019.8940881
DO - 10.1109/IC2IE47452.2019.8940881
M3 - Conference contribution
AN - SCOPUS:85078357767
T3 - Proceedings - 2019 2nd International Conference of Computer and Informatics Engineering: Artificial Intelligence Roles in Industrial Revolution 4.0, IC2IE 2019
SP - 181
EP - 187
BT - Proceedings - 2019 2nd International Conference of Computer and Informatics Engineering
A2 - Hidayati, Anita
A2 - Oktaviana, Shinta
A2 - Ermis Ismail, Iklima
A2 - Zain, Ayu Rosyida
A2 - Nugrahani, Fitria
A2 - Kurniawati, Dewi
A2 - Permatasari Sari, Irma
PB - Institute of Electrical and Electronics Engineers Inc.
Y2 - 10 September 2019 through 11 September 2019
ER -