As Digital Out-of-Home (DOOH) advertising continues to grow in Indonesia, creative design plays a critical role in determining the success of any campaign. Unlike standard digital ads, DOOH operates in physical environments and must capture attention quickly and effectively.

This article explores key design strategies for DOOH campaigns in high-traffic areas such as Jakarta, Bandung, and Bali. We will also highlight the importance of eye-level placements for better audience engagement.

Why DOOH Design Must Be Unique

DOOH ads live in fast-paced, crowded public spaces. Viewers may be walking, driving, or commuting. Effective DOOH design must:

• Deliver the message in under 5 seconds
• Be clearly visible from near and far
• Avoid clutter or overly complex visuals
• Be context-aware based on location and timing

Key Design Principles for DOOH

1. Use Strong Contrast and Bold Colors

Bright, high-contrast visuals improve visibility in all lighting conditions. For instance, in Jakarta’s Sudirman area, a dark background with bright yellow or white text ensures the message stands out.

2. Less Text, More Visuals

Keep text concise (no more than 7 words) and let images do the storytelling. Long paragraphs get lost in fast-moving environments.

Example: In Bandung’s Dago district, a coffee brand targeting students and tourists might show a large cup and a simple tagline like “Refresh Every Step.”

3. Prioritize Eye-Level Locations

Eye-level DOOH at bus stops, sidewalks, or mall entrances encourages higher engagement because it naturally aligns with a viewer’s line of sight. In areas like Seminyak or Kuta in Bali, eye-level displays work well for promoting local events or hospitality offerings.

4. Adapt to Time and Local Culture

Match content to time of day breakfast ads in the morning, snack promotions in the afternoon, and nightlife or entertainment at night. Use local languages, cultural symbols, or landmarks to enhance relatability.

5. Keep Animations Simple

For digital screens, avoid fast transitions or complex animations. Use smooth, steady motion that draws attention without overwhelming the viewer, especially in busy traffic areas.

Quick Case Study: Jakarta vs Bali

1. Jakarta (Sudirman-Thamrin)

• Fast-moving traffic, business-focused audience
• Best with bold visuals and minimal text
• Suitable for premium and financial services advertising

2. Bali (Kuta and Seminyak)

• High foot traffic, leisure-oriented environment
• Bright, playful design with cultural flair
• Ideal for hospitality, fashion, and tourism brands

Conclusion

DOOH creative is not just about aesthetics it is about fast, effective communication in a dynamic environment. With strong design, strategic placement, and cultural sensitivity, brands can maximize the power of DOOH in Indonesia’s most high-traffic areas.