
Thursday, 14 Nov 2024
In the midst of the overwhelming wave of digital ads appearing on screens every second, out-of-home (OOH) advertising remains a powerful and effective medium. One of the main reasons is that OOH advertising tends to be more memorable to consumers—especially in Indonesia, where mobility patterns and behavioral dynamics are unique.
So, what makes OOH ads so memorable to the Indonesian audience?
In major cities like Jakarta, Surabaya, or Bandung, Indonesians follow the same daily routes—commuting to work, picking up kids, going to malls. OOH ads placed in strategic locations like intersections, bus stops, or train stations are seen repeatedly.
This triggers a psychological phenomenon called the “mere exposure effect,” where people tend to like or remember something the more often they see it—even unconsciously. Digital ads can be skipped, but billboards are unavoidable.
Billboards, LED screens, and transit ads are physically much larger than digital ads. In marketing psychology, large and bold visuals have a stronger neurological impact. The human brain responds more quickly to big, high-contrast stimuli.
Big brands in Indonesia like Tokopedia, Indomie, and Grab use bold colors and minimalist designs that are instantly recognizable.
Unlike digital media—cluttered with notifications, pop-ups, and endless scrolling—OOH offers a “quiet” visual environment where a single message can take center stage. When people are waiting at traffic lights or sitting on the MRT, they tend to look around—including at nearby ads.
This creates an exclusive moment of visual attention where the consumer's focus is undivided.
OOH campaigns can be tailored to fit the context of the location:
When a message aligns with a person’s needs or environment, relevance increases, and the message becomes more memorable because it relates directly to their current activity.
In Indonesia, OOH has become part of the urban visual culture. Brands that frequently appear on premium billboards are perceived as big and trustworthy. People even have nostalgic memories of legendary OOH campaigns from brands like Djarum Super or Aqua, which have maintained presence for decades.
This collective memory strengthens a brand’s psychological presence. OOH ads are not just communication tools—they represent brand stature and identity.
Unlike YouTube ads that can be skipped after 5 seconds, OOH ads are “unskippable.” In a world where consumers actively avoid advertising, OOH stands as one of the few media that guarantee visibility.
Even in traffic jams—a common occurrence in Indonesian cities—OOH ads often serve as a form of visual entertainment.
Modern OOH ads can now include:
Such features create emotional and personal experiences, which are scientifically proven to boost memory retention.
OOH advertising in Indonesia holds a unique power to shape brand perception and build strong recall. From consistent exposure and bold visuals to contextual relevance and tech-enhanced experiences, outdoor media remains not only relevant—but highly effective—even in today’s fast-paced digital era.
Lestari Ads Agency - PT Lestari Dev Solusindo
Lestari Ads is a leading out-of-home media company with the largest network in Indonesia. We believe the world is a canvas. Every advertisement is an opportunity to inspire, engage, and transform public spaces. We continuously push boundaries in Out-Of-Home (OOH) advertising, changing the way brands interact with audiences beyond the digital screen, bringing stories to life where people live, move, and connect.
The most trusted OOH advertising agency in Indonesia
Experience the top of visibility with Indonesia's leading out-of-home (OOH) advertising agency. We specialize in turning the urban landscape into a dynamic canvas for your brand, crafting compelling narratives that capture the imagination of millions. Our mastery over strategic placements and innovative formats ensures your message not only reaches, but resonates with a diverse and expansive audience. With a proven track record of delivering high-impact campaigns across Indonesia's bustling cities and beyond, we redefine what's possible in OOH advertising.
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