In the global marketing landscape, Out-of-Home (OOH) advertising has proven to be an effective medium to reach broad audiences. However, the effectiveness of OOH campaigns is deeply influenced by the cultural context and consumer behavior of each country. Indonesia home to the world’s fourth-largest population and with rapidly growing urbanization has unique traits that make its OOH strategy stand out from other markets.

1. High Urban Mobility Habits

Major cities like Jakarta, Surabaya, and Bandung are known for their heavy traffic and massive use of public transport systems such as TransJakarta, MRT, commuter trains, and city buses. This high mobility creates major opportunities for transit and roadside billboard advertising.

Fact: A Nielsen Indonesia survey found that 78% of respondents see billboards daily while commuting.

Unlike developed countries that rely more on digital and streaming ads, urban Indonesians are still heavily exposed to physical OOH media due to long commutes using public or private transport.

2. Second-Screening and Interactive Responses

Although OOH is typically static or semi-digital, Indonesian consumers actively respond to ads via their mobile devices.

For example, OOH ads featuring QR codes or clear Calls-to-Action (CTAs) show higher engagement rates, especially among Gen Z and urban millennials.
In Western countries, second-screening often happens at home. In Indonesia, it happens outside while waiting for a bus, at the station, or stuck in traffic.

3. Visual Culture and Preference for Local Narratives

Indonesian audiences are highly responsive to bold visuals and culturally relevant storytelling. Elements like vibrant colors, local symbols, slang, and social context (e.g., Ramadan, Independence Day, community culture) improve acceptance.

Case study: OOH campaigns with local flavors batik, culinary culture, or traditional wisdom tend to generate stronger emotional responses than generic messaging.

4. Seasonal and Social-Religious Momentum

Consumer behavior in Indonesia is heavily shaped by major moments like Ramadan, Eid, the start of the school year, and year-end holidays. OOH campaigns timed with these moments perform significantly better.

Many FMCG and e-commerce brands ramp up OOH spending during Ramadan due to higher road traffic and increased consumer spending.

In other countries, seasonality often revolves around weather or summer holidays. In Indonesia, cultural and religious timing is the key trigger.

5. OOH Dominates Beyond Metro Areas

Beyond major cities, OOH remains highly relevant in second- and third-tier cities such as Semarang, Makassar, and Palembang. In many cases, OOH is the only large-scale media available, as digital and print media penetration remains uneven.

National and global brands like cigarettes, fast food, and beverages still rely heavily on OOH as their primary media in these regions.

Strategic Recommendations

1. Use visuals and narratives that are culturally relevant
2. Maximize Ramadan, Eid, and national momentums
3. Integrate OOH with digital/mobile CTAs (e.g., QR codes)
4. Don’t overlook the potential of non-metro cities

Conclusion: Why Localized Strategy Matters

Running an OOH campaign in Indonesia can’t be a simple “copy-paste” of global strategy. A deep understanding of consumer mobility, cultural sensitivity, and social context is crucial for campaign success.