Manajemen Konten Digital pada Organisasi Jasa Periklanan Macro Ad

Regina Lisa Firstia , Margareta Aulia Rachman

Research output: Contribution to conferencePaper


MacroAd is one of the advertising services that offers a different system by using DOOH system or Digital Out Of Home system that is installed on every commuter line carriage throughout Jabodetabek. As an advertising service the content produced by MacroAd is very varied and has a very dynamic cycle. Such as regular record, digital content in Macro Ad depend on how the life cycle of content that created. Hence, as an advertising service MacroAd also must be concerned with the use of social media as quality and quantity controls. Because of the complexity, in every decision making on content management requires consideration from many parties such as the product owner, PT Kereta Api Indonesia (PT KAI), and MacroAd itself as the content manager. This reasearch used a qualitative methode by observation non participant technics. The aim of this article is to provide an overview of the workings and content management of DOOH advertising media and the strategies for using social media that they use in their content management.
Keywords: Macro Ad, content life cycle, digital content manajement, DOOH (Digital Out of Home) System, social media
Original languageIndonesian
Number of pages7
Publication statusPublished - Oct 2019

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