Billboards are a powerful advertising medium due to their massive size and strategic placement. However, being big and visible is not enough. Amid the visual noise of Indonesian city streets, only billboards that resonate with local consumer psychology are able to grab attention — and more importantly, drive action.

So how do you create billboard content that is not only eye-catching but also converts? The answer lies in understanding how Indonesian consumers think and feel.

1. Understand the Psychology of Indonesian Consumers

Indonesian consumers have unique characteristics that affect how they receive advertising messages:

• Emotional and collective: Values like togetherness, family, and emotion are crucial.
• Visual-oriented: Strong, colorful designs are processed faster than long texts.
• FOMO (Fear of Missing Out): Many are driven by urgency or trends.
• Prefer practical and clear messages: Complicated or abstract messaging tends to be ignored.

2. Colors That Evoke Emotion

Color plays a big role in grabbing attention and creating certain feelings:

Tip: Use bright colors for key elements (like CTAs, promos) and neutral backgrounds so the message stands out.

3. Words That Drive Action

A billboard only has 3–5 seconds to deliver a message. So the text must be:

• Short and direct (max 7 key words)
• Use action words like: Try Now, Get Yours, Enjoy the Discount
• Use local language or popular terms based on the billboard's location

Examples of effective phrases by region:

• Jakarta: Exclusive, Limited, Premium
• Surabaya: Big Discount!, Top Deal!
• Medan: Awesome!, Plenty of Bonuses!
• Makassar: Get Free Gifts Instantly!

4. Effective Layout Readable from a Distance

Billboard design must consider viewing distance and road user speed. Practical guidelines:

• Use visual hierarchy: logo → headline → CTA
• Large, bold font: minimum 20–30 cm for standard billboard size
• Strong single image: avoid using many small visuals
• Add local elements (city icons, cultural references) to boost relevance

Pro tip: Test your design on a real billboard mockup before launch. Stand 50–100 meters away — can it still be read clearly?

5. Tailor the Message to Location and Audience

A billboard in a business district (CBD) performs differently than one near schools or religious sites. Location segmentation affects communication style:

Example:

In Sudirman, Jakarta → use a headline like “Smart Choices for Future Investments”
In Malioboro, Yogyakarta → try “Taste Culture Through Flavor”

6. Test Effectiveness: Don’t Just Display — Review

Use data to evaluate your billboard’s performance:

• Traffic cameras to estimate exposure
• Location-specific promo codes
• QR code tracking
• Social media polls about billboard designs

You can also A/B test by changing the headline or visual on two similar billboards and comparing the results.

Conclusion: A Successful Billboard Is One That’s Felt, Not Just Seen

A converting billboard isn’t just about having an attractive design — it’s about understanding the emotions and habits of local consumers. By combining color psychology, persuasive language, and cultural insight, your OOH ad becomes more than a “big board” — it becomes a true trigger for real action.