Vol. 5, Issue 4 (2019)
The Strategy of native on the metro advertising plus programs in supporting ads revenue on metro TV
Author(s): Afdal Makkuraga Putra, Dessy Hariyati
Abstract: This article about discusses the phenomenon of Native Advertising on the Metro Plus program on Metro TV. Native Advertising has recently become controversial because of promotions that appear as if in an editorial program. Some people consider it as an ethical bias, but the TV industry makes new strategies and alternatives in boosting advertising. This study used a case study research method with interview data collection and observation techniques. The results of the study showed that the Metro Plus program is a built-in content program. Then the third party referred to as the sponsor / client, can fill in the existing segments in the Metroplus program. The advantages of built in segment program allows content fillers to convey their messages in-depth because the program duration of each segment belongs to the content filler. The message conveyed is packaged advertising natively, which resembles the news, so the message delivered is more elegant and entertaining. Submission of more information and values of insight, knowledge, Education about a phenomenon, products, and services to be delivered can be more in-depth. The presence of the Metroplus program with the native advertising concept brings results that contribute to the achievement of advertising revenue on Metro TV. This is evidenced by data on the number of advertisers throughout 2016 and 2017, where Metro Tv become the television with the highest number of advertisers.