PENGEMBANGAN VIDEO ADS BERBASIS META ADS MENGGUNAKAN METODE MULTIMEDIA DEVELOPMENT LIFE CYCLE (MDLC) PADA JASA CUCI AC SEJUKIN OFFICIAL DI KOTA BATAM

Abstract

Digital promotion has become an important strategy for businesses to expand market reach and attract potential customers. However, Sejukin Official still relied on organic social media promotion, resulting in suboptimal dissemination of promotional information. This study aimed to develop Meta Ads-based Video Advertisements as digital promotional media using the Multimedia Development Life Cycle (MDLC) method, implement the developed Video Advertisements through Meta Ads, and evaluate the performance of two Video Advertisement variations using the A/B Testing method. A Research and Development (R&D) approach was employed using the MDLC method, which consists of six stages: Concept, Design, Material Collecting, Assembly, Testing, and Distribution. The results showed that the proposed method successfully produced two Video Advertisement variations that met the promotional needs of Sejukin Official. The developed Video Advertisements were implemented through Meta Ads on Instagram and Facebook, while campaign performance was evaluated using Meta Ads Manager. The evaluation enabled an objective comparison of the two Video Advertisement variations based on campaign performance data obtained from Meta Ads Manager. These findings indicate that integrating the MDLC method with Meta Ads and A/B Testing provides a systematic approach for developing and evaluating digital promotional media for service-based businesses.