Periklanan

Periklanan is the practice of creating and disseminating paid messages by businesses, organizations, or individuals to inform, persuade, or remind audiences about products, services, or ideas. It is a central element of marketing communications and relies on paid media slots to reach target audiences, often complemented by owned and earned media.

Historically, advertising emerged with print media and later expanded to radio, cinema, and television. The 20th century saw rapid growth of brand advertising across mass media. The internet era, beginning in the 1990s, introduced search and display ads, email marketing, and later social media and mobile advertising. Today, data-driven targeting and programmatic buying enable real-time bidding and personalized messages at scale.

Participants include advertisers (brands or retailers), advertising agencies, media owners, and ad tech firms. The work typically covers market research, creative development, media planning and buying, and campaign measurement. Digital advertising has become dominant in many markets, with formats such as display banners, video, search engine ads, social media promotions, and influencer collaborations.

Common channels encompass traditional media—print, radio, outdoor, TV—and digital channels, including websites, apps, streaming services, and social networks. Regulation often covers truthfulness of claims, privacy and data use, age-appropriate content, and disclosure of sponsorships. Industry groups and regulators set standards to protect consumers and ensure fair competition.

Measurement focuses on reach, frequency, impressions, clicks, conversions, and return on investment, as well as brand metrics like awareness and recall. Periklanan shapes consumer choice and contributes to media ecosystems, while also facing ongoing concerns about manipulation, privacy, and misinformation.