In today’s fast-paced digital era, Out-of-Home (OOH) advertising remains a powerful medium for directly reaching consumers. In Indonesia, OOH has rapidly evolved—ranging from traditional billboards to advanced digital signage. But how exactly do Indonesian consumers behave towards these formats? And which ones are most effective?

This article explores in depth how Indonesian consumers interact with various OOH formats, enriched with insights based on visual behavior, daily habits, and the types of messages that resonate best.

1. Traditional Billboards: Familiar Yet Still Effective

Key characteristics:

• Located on major roads, flyovers, or congested traffic areas
• Showcases large-scale, static advertisements

Consumer response:

• Consumers are used to seeing billboards during daily commutes—especially in large cities like Jakarta, Surabaya, or Bandung
• Typically features ads from major brands or FMCG products

Interaction:

• Passive but frequent exposure (high frequency)
• Effective for building top-of-mind brand awareness

Conclusion: Ideal for long-term campaigns that aim to maintain brand presence.

2. Digital OOH (DOOH): Dynamic and Eye-Catching

Key characteristics:

• Large-format LED screens in city centers or shopping malls
• Content rotates every few seconds, with animations or videos

Consumer response:

• More attention-grabbing due to moving visuals
• Delivers messages faster and more flexibly

Interaction:

• Consumers are likely to stop and watch if content is unique or entertaining
• Ideal for seasonal promos, product launches, or teaser campaigns

Conclusion: Very effective for spontaneous attention and visual engagement.

3. Transit Ads: Integrated into Daily Consumer Routines

Key characteristics:

• Found on public transportation such as TransJakarta, MRT, LRT, or modern angkot
• Can include stickers on vehicle exteriors, hanging ads inside, or digital screens

Consumer response:

• Observed by passengers during commutes
• Blends naturally into everyday life

Interaction:

• Longer engagement as consumers sit in vehicles
• Effective for educating about products or telling brand stories

Conclusion: Ideal for reaching active urban dwellers and daily workers.

4. Street Furniture: Close Physically and Emotionally

Key characteristics:

• Ads placed on park benches, bus stops, trash bins, or lamp posts
• Typically small to medium-sized formats

Consumer response:

• Seen while waiting or walking
• Appreciated for its emotional closeness to the urban environment

Interaction:

• Viewed at close range, so visuals must be appealing and concise
• Suitable for local campaigns, CSR, or public education

Conclusion: Great for building connections with specific communities or neighborhoods.

5. Ambient & Experiential OOH: Leaves a Lasting Impression

Key characteristics:

• Unconventional formats like building projections, uniquely shaped ads, or interactive installations
• Often found at events or high-footfall areas

Consumer response:

• Creates curiosity and encourages direct interaction (e.g., selfies, QR scans)
• Frequently shared on social media → viral potential

Interaction:

• High engagement by combining visuals, emotions, and actions
• Perfect for experience-driven campaigns

Conclusion: Effective for generating buzz and enhancing a modern/innovative brand image.

Summary Table of OOH Format Interactions

Here is a comparative table summarizing consumer interaction per format:

Conclusion

Each OOH format has unique strengths and varying levels of consumer interaction. Choosing the right format depends on:

• Campaign objectives
• Target audience
• Strategic location
• Type of message you want to deliver

For brands in Indonesia, understanding how consumers interact with each kind of OOH media is key to optimizing the effectiveness of campaigns in an increasingly competitive advertising landscape.