OOH Advertising in Indonesia: How to Tailor Campaigns to Local Preferences
Sunday, 27 Apr 2025
Wednesday, 6 Aug 2025 —
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by superadmin
Indonesia is now one of the most dynamic OOH (out-of-home) advertising markets in Southeast Asia. Rapid urbanisation, daily traffic congestion, and smartphone penetration have made physical ads a powerful trigger for digital behaviour. For global advertisers, understanding benchmark costs such as CPM, CPC, and potential ROI is essential when planning campaigns in the Indonesian market. This article provides updated benchmarks for 2025 along with optimisation strategies.
1. Overview of Indonesia’s OOH Market (2025)
- Market size: projected at USD 630 million
- Annual growth rate: approx. 12 percent
- Top cities: Jakarta, Surabaya, Bandung, Medan, Bali
- Formats: static billboard, large LED screen (DOOH), transit OOH (bus/MRT), indoor digital panels
Indonesia’s unique advantage lies in massive urban audiences coupled with high social-media engagement, making OOH a strong driver of online traffic when connected via QR code or campaign hashtags.
2. CPM Benchmarks (2025)
| Media Type | Location | CPM (IDR) | CPM (USD) |
|---|---|---|---|
| Static Billboard | Tier-1 cities | Rp38.000 – Rp75.000 | $2.5 – $5 |
| Digital Billboard | CBD Jakarta | Rp60.000 – Rp120.000 | $4 – $8 |
| Transit OOH (Train/Bus) | Major routes | Rp45.000 – Rp95.000 | $3 – $6 |
| Indoor DOOH (Mall) | Premium malls | Rp30.000 – Rp55.000 | $2 – $3.5 |
Prime hour slots (7-10am, 4-8pm) command higher CPMs due to significantly heavier traffic flow.
3. CPC Metrics for QR-Driven OOH Campaigns
Modern networks allows QR integration, resulting in performance metrics typically seen in digital campaigns:
- QR to landing page: Rp1,500 – Rp4,000 per click
- Direct to e-commerce: Rp2,000 – Rp6,000 per click
- Redirect to social media: Rp1,000 – Rp3,000 per click
These numbers demonstrate that OOH ads in Indonesia can now generate trackable digital behaviour that rivals paid media.
4. ROI Estimates by Campaign Type
| Brand Category | Campaign Example | Estimated ROI |
|---|---|---|
| FMCG | Billboard + TikTok hashtag | 120% – 180% |
| E-commerce | DOOH + voucher QR | 60% – 150% |
| Luxury | SCBD/Bundaran HI LED | 30% – 90% |
| Fintech Startup | MRT transit + social ads retargeting | 80% – 200% |
The highest ROIs tend to come from campaigns that mix creative localisation with strong digital amplification.
5. How to Optimise CPM, CPC and ROI
- Tailor creative with localised personas and references
- Use OOH as a top-funnel trigger, supported by retargeting ads online
- Choose placements based on hourly traffic analytics
- Test creative executions in low-cost tier-2 markets first
- Insist on proof-of-play and traffic data from vendors
Conclusion
With CPMs mostly under USD 8, the Indonesian OOH market remains cost-efficient compared to other Asian capitals. More importantly, blended campaigns (OOH plus QR/data capture) can produce CPCs similar to Facebook or Google while significantly strengthening brand visibility. For global brands focused on both scale and measurable outcomes, Indonesia in 2025 presents an opportunity for 150 percent+ ROI, particularly in fast-moving consumer categories.
