Market Overview

The Indonesia OOH (Out‑Of‑Home) and DOOH (Digital Out‑Of‑Home) Market encompasses outdoor advertising formats such as traditional static billboards, transit posters, and street furniture (OOH), alongside digital formats like LED billboards, interactive digital screens, kiosks, and video panels (DOOH). Indonesia’s rapid urbanization, expanding middle class, digital maturity, and infrastructure modernization—such as MRT and LRT expansion—have catalyzed strong demand. DOOH’s flexibility, real-time content updates, data-driven targeting, and integration with mobile campaigns are making it increasingly popular among advertisers seeking engagement, impact, and contextual relevance.

Meaning

OOH advertising refers to static visual media—billboards, posters on buses or trams, bus shelters—in high-traffic outdoor areas.DOOH advertising uses digital screens (LEDs, LCDs, interactive panels) placed in transit hubs, malls, roadways, and public spaces, enabling dynamic, remotely managed, and context-triggered content.Key features and benefits include:

• Mass Visibility: OOH delivers broad reach in everyday transit locations.

• Dynamic Creativity: DOOH enables advertisers to tailor messaging by time, location, weather, or audience data.

• Interactivity & Engagement: DOOH often incorporates touch interaction, QR codes, mobile triggers, or gamified content.

• Real-Time Flexibility: Campaigns can shift instantly across networks—ideal for promotions and breaking news.

• Location-Based Relevance: Ads can be synced to nearby stores, transit stops, or event zones for hyper-local targeting.

These services are widely used by sectors like retail, QSR, telecoms, FMCG, e-commerce, tourism, public services, and financial institutions across both urban and growing provincial markets.

Executive Summary

The Indonesia OOH and DOOH Market is experiencing accelerating growth as urban density and mobility rebound post-pandemic. With total market value estimated at approximately USD 800 million in 2024 and a CAGR of 10–12% projected through 2030, DOOH is gaining a larger share of ad spend due to its agility and engagement potential. Key players are investing in digital networks, cross-platform integration, and programmatic DOOH platforms. Challenges include uneven infrastructure outside major cities, fragmented permitting regulations, and competition from burgeoning digital media. Growth opportunities lie in transit-based DOOH expansions, improved audience measurement, interactive integrations, and programmatic buying in both Tier‑1 and Tier‑2 cities.

Key Market Insights

• Transit & Infrastructure Expansion: Investment in Jakarta MRT, Soekarno–Hatta Airport, toll roads, and malls is creating new high‑visibility locations for both OOH and DOOH.

• Programmatic Demand: DOOH is increasingly being bought via DSPs, enabling real‑time placement, creative targeting, and dynamic scheduling.

• Mobile Synergy: High smartphone usage in Indonesia allows seamless integration between DOOH and mobile campaigns (via QR, NFC, geofencing).

• Tourism and Events: Bali and emerging festival hubs drive promotional demand from hospitality and lifestyle brands.

• Regional Growth: Surabaya, Bandung, Medan, and other cities are seeing increased OOH/DOOH deployments as media strategies decentralize beyond Jakarta.

Market Drivers

1. Urbanization & Consumer Lifestyle Trends: Growing disposable income and urban lifestyles fuel demand for retail and transit advertising.

2. Digital Advertising Evolution: Advertisers favor DOOH for dynamic messaging and data-led strategies.

3. Infrastructure Modernization: New transit systems and modern public spaces open premium DOOH placements.

4. E-commerce Growth: Brands leverage DOOH to drive omnichannel activation and push online-offline conversions.

5. Tourism & Cultural Campaigns: Indonesia’s tourism and events industry—festivals, sporting, cultural—sustain high OOH and DOOH activity.

Market Restraints

1. Regulatory Fragmentation: Advertising rules and permit processes differ by city, complicating deployment.

2. Infrastructure Gaps: Non-metro areas often lack infrastructure to support high-impact DOOH.

3. High CapEx: DOOH network rollout involves significant investment in hardware, installation, and maintenance.

4. Measurement Challenges: Reliable, real-time audience metrics for OOH are still evolving.

5. Digital Media Competition: Advertisers must balance spend between OOH/DOOH and highly measurable digital channels like social, search, and streaming.

Market Opportunities

1. Transit DOOH Expansion: Installing digital screens in MRT, LRT, airports, and bus terminals taps captive audiences.

2. Programmatic DOOH Platforms: Agencies adopting RTB and DSP integration for dynamic placements.

3. Rich Analytics & Attribution: Use of footfall tracking, mobile data, and video analytics to quantify campaign effectiveness.

4. Regional Penetration: Expanding DOOH into fast-growing provinces provides untapped reach at lower costs.

5. Mobile-Integrated Campaigns: QR, AR, or gamified DOOH experiences deepen engagement and traceability.

Market Dynamics

1. Supply-Side:

   • Hardware & Connectivity Innovation: LED screens, solar-powered panels, and remote management systems ease DOOH deployment.

   • Media Owner–Platform Partnerships: Collaborative alliances deliver seamless programmatic access and creative automation.

2. Demand-Side:

   • Performance-Driven Creativity: Shift from pure branding to measurable engagement and conversion via OOH/DOOH.

   • Omnichannel Cohesion: Outdoor media increasingly aligns with in-store, mobile, and digital campaigns.

3. Economic Factors:

   • Infrastructure Investment: Project-based DOOH tape into large civic and commercial investments.

   • Advertising Budget Shifts: Strong GDP growth and sectors like retail and tourism boost overall ad spend.

   • Cost Sensitivity: Currency fluctuations influence hardware imports, making locally produced DOOH screens increasingly valuable.

Regional Analysis

• Jakarta & Jabodetabek: The primary hub with the heaviest concentration of OOH and DOOH media.

• Surabaya, Bandung, Medan: Rising commercial and retail hubs with expanding digital outdoor networks.

• Bali & Tourism Corridors: High-visibility spaces in tourism centers attract premium OOH/DOOH investments.

• Transit & Corridor Zones: Major highways and new transit networks offer untapped OOH placements.

• Eastern Indonesia (Makassar, Manado): Emerging markets with budding demand in retail and regional advertising infrastructure.

Competitive Landscape

Key players shaping the market include:

1. Local OOH Operators: Companies like PT. Adiwarna Wiratama Tbk offer extensive billboards and signage networks.

2. Transit-Focused Media Owners: PKL Group and similar firms control advertising in buses, shelters, and transit hubs.

3. DOOH Network Providers: Independent players installing digital screens across malls, airports, and street assets.

4. Global DOOH Networks (via local affiliates): JCDecaux, Clear Channel bringing global expertise and programmatic systems.

5. Media Agencies & DSPs: Enabling integrated DOOH buys, mobile linkage, and data-driven targeting.

Competition is based on location quality, screen reach, interactivity, programmatic access, flexibility, and service responsiveness.

Segmentation

1. By Format:

   • Traditional OOH (static).

   • DOOH (digital billboards, touch screens, kiosks).

2. By Location:

   • Urban Centers (metro areas).

   • Transit Hubs (airports, stations).

   • Commercial Spaces (malls, plazas).

   • Highway/Roadside placements.

3. By Purchase Mode:

   • Direct Buys (fixed placement).

   • Programmatic DOOH (automated bidding/ads).

4. By Advertiser Industry:

   • Retail & FMCG.

   • Telecom & Finance.

   • E-commerce & Travel.

   • Government & Public Service.

Category-wise Insights

• Traditional OOH: Offers wide reach for brand-building at a lower CPM. Best for broad awareness and seasonal messaging.

• DOOH Static: Digital displays with fixed or dayparted content offer more flexibility and freshness than print.

• Programmatic/Interactive DOOH: Real-time optimization, engagement features, mobile calls-to-action, and dynamic creative yield higher engagement and measurement potential.

Key Benefits for Industry Participants and Stakeholders

1. High Reach & Recall: Captures attention during daily movement, commuting, and public interaction.

2. Dynamic Creativity with Agility: DOOH allows customized messaging by time or location for greater relevance.

3. Efficiency via Programmatic: Automates placement, optimizes spend, reduces wastage, and enhances campaign responsiveness.

4. Mobile Engagement: Extends media impact via mobile-enabled QR codes, AR overlays, and interactive calls to action.

5. New Revenue Streams: DOOH owners unlock value via real-time ad networks, interactive campaigns, and data partnerships.

6. Data Furnishing: Integration with audience analytics enhances targeting and effectiveness measurement.

SWOT Analysis

Strengths:

• Extensive daily exposure due to traffic congestion and urban density.

• High mobile adoption supports DOOH interactivity.

• Diverse advertiser base supporting broad demand.

Weaknesses:

• Regulatory complexity and fragmented approval processes.

• High investment cost makes scaling expensive in secondary markets.

• Inconsistent measurement tools and attribution systems.

Opportunities:

• Mounting transit infrastructure opens premium location availability.

• Programmatic growth brings targeting accuracy and efficiency.

• Premier tourism zones (e.g., Bali) offer high-impact placements.

• Mobile integration enhances engagement tracking and performance.

Threats:

• Economic slowdowns may curb ad spend.

• Competition from digital platforms like Facebook, YouTube, and streaming.

• Infrastructure reliability and power/connectivity issues may impact DOOH uptime.

• Technology obsolescence risks in rapidly evolving digital hardware.

Market Key Trends

1. Programmatic DOOH Expansion: Growing adoption of automated real-time bidding for outdoor ads.

2. OOH–Mobile Convergence: DOOH campaigns increasingly tied to mobile calls-to-action and tracking.

3. Data-Driven Optimization: Use of audience movement data, footfall analytics, and mobile tracking to inform placements.

4. Event-Responsive Campaigns: Dynamic messaging for sports, festivals, and cultural events.

5. Green Display Solutions: Solar-powered and low-energy screens gain traction for sustainability messaging.

Key Industry Developments

1. Transit Deployments: Digital screens added to Jakarta MRT, Soekarno–Hatta Airport, and selected malls.

2. Programmatic Platform Launches: Agencies and operators enabling real-time DOOH purchasing.

3. Interactive Installations: DOOH screens with mobile scanning, gamification, and AR experiences in malls and plazas.

4. Sub‑Metro Expansion: Media networks expanding into Surabaya, Medan, and Bandung.

5. Improved Measurement Tools: Partnerships with analytics providers to quantify impressions, dwell time, and attribution.

Analyst Suggestions

1. Invest in Transit DOOH Presence: Captive-traffic locations like MRT stations deliver high ROI.

2. Leverage Programmatic Platforms: Employ DSP tools for optimized, responsive buying.

3. Boost Mobile Integration: Drive engagement using QR, NFC, and app-linked campaigns.

4. Target Regional Expansions: Focus on Tier‑2 and Tier‑3 cities for cost-effective impact reach.

5. Advocate for Standardized Metrics: Collaborate with industry bodies to define measurement benchmarks and campaign reporting standards.

Future Outlook

The Indonesia OOH and DOOH Market is primed for expansion with improved mobility, new transit corridors, and growing digital sophistication. DOOH will continue growing faster than traditional formats, especially where mobile connectivity and programmatic capabilities align. Tier‑2 and emerging cities will become key growth centers, and smart-city initiatives will create entirely new ad placement categories.

Campaigns will become more experiential, data-anchored, and performance-focused—enabled by real-time content, mobile integration, and analytics. To thrive, stakeholders must invest in audience measurement, mobile interactivity, digital infrastructure, and standardized attribution methods.

Conclusion

The Indonesia OOH And DOOH Market presents a dynamic blend of traditional reach and digital innovation. As Indonesia’s urban landscape evolves and advertisers demand measurable, agile media, DOOH is emerging as a standout channel. Success depends on embracing programmatic buying, mobile convergence, and audience analytics, and on expanding thoughtfully into growing cities. With collaborative efforts on measurement standards, creative technology, and infrastructure, the OOH and DOOH ecosystem stands to unlock significant value and elevate outdoor advertising in Indonesia’s vibrant media future.