In the midst of increasingly fierce business competition, Micro, Small, and Medium Enterprises (MSMEs) in Indonesia are required to be more creative in promoting their products. One marketing strategy often seen as expensive and exclusive to large corporations is Out-of-Home (OOH) advertising. However, the truth is, OOH is now more affordable and can be very effective for MSMEs, especially in cities with high traffic and dense public mobility.

Why Should MSMEs Consider Out-of-Home Advertising?

1. High Visibility, No Internet Required

Not all consumers are active on social media or the internet. With OOH formats like billboards, banners, or transportation ads, MSME brands can be directly visible to people on the streets, at bus stops, stations, or traditional markets. Ads like these can reach thousands of people every day.

2. Build Public Trust

When a brand appears in public spaces, people often perceive it as more serious and professional. This helps MSMEs build a stronger and more credible image, even among new potential customers.

3. Precise Local Targeting

MSMEs typically serve customers within a specific local area. OOH helps target strategic locations — near markets, schools, shopping centers, or office areas — making the message more relevant to their local market.

Types of OOH Ads Suitable for MSMEs

Here are several OOH media formats that fit MSME budgets and needs:

• Street Banners: Cost-effective for seasonal promotions or discounts.
• Storefront Lightboxes (Neonbox): Attract attention from pedestrians and drivers, especially at night.
• Ads on Public Transport (minibuses, buses, ride-hailing vehicles): Reach multiple neighborhoods with relatively low cost.
• Mini Billboards (Junior Billboard): Available in many urban areas, smaller size, more flexible pricing.

Tips to Maximize OOH Advertising for MSMEs

1. Use Simple and Eye-Catching Designs

Use bold colors, short text, and clear product images to make it easy to read in a short glance.

2. Display Contact Info and Promotions

Include WhatsApp numbers, Instagram accounts, or QR codes for easy customer interaction.

3. Choose Locations That Match Your Target Market

For example, if you sell school snacks, place your ads near schools or along students' commute routes.

4. Use Effective Ad Durations

You don’t have to rent ad space for months — even a 2-week campaign can create impact, especially during peak seasons (Ramadan, New Year, etc.).

Conclusion

OOH isn’t just for big brands. With the right strategy, MSMEs can leverage outdoor advertising to boost sales, expand market reach, and strengthen their local branding. Today, strong physical visibility can be a powerful differentiatorfor small businesses looking to grow.