Local Advertising Segmentation in Balinese Online Media: A Case Study of Kilasbali.com

Xenia Angelica Wijayanto; Lestari Nurhajati

doi:10.37535/

Authors

Xenia Angelica Wijayanto LSPR Institute of Communication and Business
Lestari Nurhajati LSPR Institute of Communication and Business

DOI:

https://doi.org/10.37535/

Keywords:

local media, online media, digital ads, ads segmentation, bali

Abstract

The growth of local online media in Indonesia has encouraged them to develop business strategies that rely on digital advertising. At the local level, advertising not only serves as a source of revenue but also reflects segmentation patterns tailored to the region's characteristics and its audience. This study aims to identify and analyze local advertising segmentation in Balinese online media through a case study of Kilasbali.com. This study uses a descriptive quantitative approach with a single-case study design. Content analysis was conducted to examine digital advertising on the homepage and news pages of Kilasbali.com. The unit of analysis in this study was digital advertisements, classified by advertiser type, ad scale, theme, and ad format. The results show that the advertisements displayed are dominated by local advertisers, particularly from the local government and the tourism sector. This finding indicates that Kilasbali.com implements locality-based advertising segmentation by tailoring commercial content to the social, economic, and geographical context of Bali. This research contributes to the understanding of advertising practices and business models of local online media at the regional level.

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