Out-of-Home (OOH) advertising such as billboards remains one of the most impactful media to build brand awareness in Indonesia. However, rental costs and exposure value vary significantly depending on the city and exact location. This article compares billboard prices and strategic value in five of Indonesia's major cities: Jakarta, Surabaya, Bandung, Medan, and Makassar.

1. Jakarta

Billboard Rental Range: IDR 150 million to 1billion per month, depending on size, placement, and whether it is static or digital.

Location Value:

As the political, business, and economic capital, Jakarta provides unmatched exposure. Prime areas like Sudirman, Thamrin, Gatot Subroto, and the SCBD district have extremely high traffic. These locations are ideal for national campaigns or premium brands.

Additional Note:

Digital billboards are gaining popularity in Jakarta, although they are significantly more expensive than static ones.

2. Surabaya

Billboard Rental Range: IDR 100 million to 350 million per month.

Location Value:

As Indonesia’s second-largest city, Surabaya is a commercial and distribution hub. Roads like Ahmad Yani, HR Muhammad, and the Gubeng area experience heavy traffic and are favored by middle to upper-class commuters.

Additional Note:

Ideal for regional campaigns in sectors such as FMCG, automotive, and lifestyle products.

3. Bandung

Billboard Rental Range: IDR 50 million to 250 million per month.

Location Value:

Bandung is a youth-driven creative city. Prime billboard areas include Dago, Cihampelas, and Asia Afrika Street, targeting urban, socially active audiences.

Additional Note:

Brands targeting Gen Z or running experimental campaigns tend to see higher engagement in Bandung.

4. Medan

Billboard Rental Range: IDR 40 million to 200 million per month.

Location Value:

As the largest city in Sumatra, Medan is a key economic driver in western Indonesia. Streets like Gatot Subroto and Sisingamangaraja are known for heavy traffic and a strong consumer base.

Additional Note:

A good starting point for brands looking to expand into Sumatra.

5. Makassar

Billboard Rental Range: IDR 35 million to 150 million per month.

Location Value:

Makassar is the primary gateway to Eastern Indonesia’s economy. Areas such as Urip Sumoharjo and Pettarani offer great visibility to reach the region’s growing urban middle class.

Additional Note:

A strategic location for national brands aiming to penetrate beyond Java.

Conclusion

Choosing the right billboard location is not just about the price, but also about matching the audience, understanding traffic volume, and aligning with campaign goals. Knowing the unique characteristics of each city will help brands make smarter and more effective OOH investments.