Monday, 19 May 2025 —
185 views —
by superadmin
Out-of-Home (OOH) advertising in Indonesia has traditionally focused on Jakarta as the capital and economic hub. However, demographic shifts, population growth, and changes in urban mobility patterns have pushed satellite cities like Depok, Bekasi, and Tangerang to emerge as new strategic areas for OOH campaigns.
These cities are no longer just Jakarta’s supporting regions they have developed into independent centers of economic, educational, and lifestyle activities. With a large and growing audience base, OOH in satellite cities presents a significant opportunity for brands aiming to reach consumers in a relevant and effective way.
Why Satellite Cities Deserve Attention
1. Large Population and High Mobility
Bekasi, Tangerang, and Depok are among the most populous areas in Greater Jakarta (Jabodetabek). Bekasi alone houses more than 2.5 million people, while Tangerang and Depok each hold over 1.5 million. With high daily activity from commuting to Jakarta to local errands these regions are traffic-heavy and ideal for outdoor media placement.
2. Infrastructure and Transportation Growth
Improvements in toll roads, commuter rail access, and new projects such as the LRT and inner-city tollways have expanded strategic points for billboards and digital OOH media. Toll gates, train stations, flyovers, and traffic hubs have become high-exposure zones.
3. Emergence of New Commercial and Residential Hubs
Many mixed-use areas, shopping centers, and premium residential clusters have grown rapidly in these cities. This makes satellite cities not only residential zones but also centers for lifestyle and retail ideal for campaigns by consumer goods, automotive, tech, and property brands.
Location Insight: OOH Strategy by City
1. Bekasi
Bekasi features dense main roads like KH Noer Ali (Kalimalang), Ahmad Yani, and the Jakarta–Cikampek toll road. Large billboards along these corridors reach commuters who travel daily through industrial zones, schools, and shopping areas.
High potential: FMCG, automotive, and educational campaigns are very effective here due to the high concentration of young families and industrial workers.
2. Tangerang
Tangerang and South Tangerang include areas such as BSD City, Alam Sutera, and Karawaci known for their premium developments and expatriate communities. OOH media here is ideal for tech brands, financial services, and lifestyle products.
High potential: Lifestyle and premium brand campaigns fit well here, as the audience tends to be modern and has strong purchasing power.
3. Depok
As a student city and one of the main access points to South Jakarta, Depok has a diverse target market from university students at Universitas Indonesia to young families and commuters.
High potential: OOH media around Margonda, Juanda Street, and Depok commuter rail stations are suitable for education brands, fintech, fast food, and digital services.
Challenges and Solutions
While the potential of satellite cities is enormous, OOH campaigns in Depok, Bekasi, and Tangerang come with unique challenges. Below are some common obstacles along with practical solutions:
| Tantangan | Solusi Potensial |
|---|---|
| Regulasi reklame berbeda antar daerah | Kolaborasi erat dengan pemerintah kota/kabupaten |
| Kemacetan lalu lintas yang tidak merata | Pemilihan titik berdasar analisis arus kendaraan |
| Ketimpangan data traffic OOH | Penggunaan teknologi traffic count dan heatmap |
By understanding these challenges and applying the right solutions, OOH industry players can maximize the effectiveness of campaigns in these fast-growing areas.
Conclusion
Depok, Bekasi, and Tangerang are no longer merely Jakarta’s buffer zones they have grown into strategic regions with large, diverse audiences. OOH campaigns in these cities offer brands the chance to build strong local exposure while still achieving national impact.
