MINISTER of State-Owned Enterprises (SOEs), Erick Thohir said that advertising is a promotion that continues to be carried out, including during the COVID-19 pandemic.

“Advertising is part of a promotion that must continue to be carried out. This is an effort for business continuity and growth, namely brand awareness, product awareness which can be maintained for consumers. When the moment is right, you have to advertise. When the time is not good, you have to advertise, ” said Erick Thohir in Jakarta, Tuesday (6/29).

According to Erick at the Ministry of SOEs, although it is the same as in the private sector where 90% of SOEs are affected by the pandemic, while 10 percent of them can survive and grow, SOEs remain committed to promoting products, activities and so on, of course, by advertising. And in accordance with President Joko Widodo’s direction that State-Owned Enterprises must have a commitment and prioritize local media and agencies.

The Minister of State-Owned Enterprises also expressed his appreciation for the dedication and resilience of the media and advertising industries during the current very challenging pandemic. The pandemic is a momentum for all industries to improve themselves, including the media and advertising industries. The key is to adapt, innovate, and collaborate.

“We all have to be optimistic and confident, even though there is a weakening in consumption, economic challenges, the need for advertising will not disappear. There is of course a shift in needs on a platform by way of advertising, namely by digitalization,” Erick Thohir stated.

He also added that the Ministry of State-Owned Enterprises and our state-owned companies are trying hard to become a balancing force by building an ecosystem as well as with the private sector with all organizations that have an interest in maintaining rather than focusing on each business or in each market, as stated earlier, which was shown today. through the launch of the Tanah Air Digital Exchange or Tadex.

According to Erick, this is a collaboration between the state-owned company Telkom Telkomsel and the media and of course the press council. It is hoped that this collaboration can become a balancing force and of course its sustainability must also be maintained.

“This is a historic moment for the digital advertising ecosystem, this platform is the first premium programmatic publisher by the nation’s children who is not inferior to Google Ads from Indonesia for Indonesia. Congratulations on the launch of Tadex, God willing, with the blessing of God, the Indonesian fishery ecosystem will rise,” he concluded. [antaranews]