Out-of-Home (OOH) advertising in Indonesia is undergoing a major transformation—not just in large cities like Jakarta and Surabaya, but also in fast-growing secondary cities showing immense potential. With rapid urbanization, regional economic growth, and massive infrastructure development, these cities offer golden opportunities for more strategic and impactful OOH expansion.

Below are 10 emerging cities in Indonesia that advertisers should seriously consider for expanding their OOH presence:

1. Makassar (South Sulawesi)

As the main gateway to Eastern Indonesia, Makassar boasts a major port, logistics hubs, and a rapidly growing economy. With high traffic volumes and expanding commercial centers, it is ideal for billboards and digital LED screens at strategic points.

2. Medan (North Sumatra)

As the largest metropolitan city on Sumatra Island, Medan has a dense population and a broad consumer market. The presence of malls, universities, and industrial areas creates abundant strategic spots for OOH media.

3. Balikpapan (East Kalimantan)

As a support city for Indonesia’s future capital (IKN), Balikpapan is set to receive national attention and investment. OOH advertising here will play a key role in the transition to the new administrative capital.

4. Yogyakarta

A hub for education and tourism, Yogyakarta has a vibrant demographic mix—students, travelers, and active local communities. OOH in this city suits creative campaigns targeting youthful and trendy segments.

5. Bandar Lampung (Lampung)

Strategically located as the gateway to Sumatra from Java, Bandar Lampung is a key transit point. Infrastructure improvements such as the Trans-Sumatra toll road support the spread of OOH media along its route.

6. Banjarmasin (South Kalimantan)

As the trading and transportation hub of South Kalimantan, Banjarmasin experiences steady urban growth. Advertising potential is high in spots like city roundabouts, markets, and main roads.

7. Kupang (East Nusa Tenggara)

Kupang, the capital of East Nusa Tenggara, is rapidly developing as an administrative and business center. Government initiatives to strengthen eastern Indonesia make OOH increasingly relevant in this area.

8. Pekanbaru (Riau)

Pekanbaru thrives on its oil and gas industries and palm oil plantations. With its strong economic activity, OOH is an effective medium for reaching both business players and urban communities.

9. Malang (East Java)

Known for its education, tourism, and growing lifestyle sectors, Malang is perfect for OOH targeting lifestyle products, F&B, and technology brands.

10. Manado (North Sulawesi)

With a booming tourism sector, especially among visitors from China and other Asian countries, Manado is a promising market. Bilingual OOH (Indonesian-English/Mandarin) could be a smart approach here.

Why Focus on Emerging Cities?

1. Cost Efficiency – OOH media spots are more affordable than in major cities.
2. Low Competition – Fewer major players create stronger brand visibility opportunities.
3. Population Growth – These cities are seeing increased population due to urbanization and labor migration.
4. Local Government Support – Many regional governments support legal advertising to improve local revenue and city aesthetics.

Conclusion

OOH strategy expansion doesn’t always have to revolve around Indonesia’s major cities. These emerging cities offer immense potential to boost your campaign reach and impact. With the right approach and strong local insights, your brand could be a leading force in these rapidly growing markets.