Out-of-Home Advertising - Indonesia

  • Indonesia
  • Ad spending in the Out-of-Home Advertising market in Indonesia is forecasted to reach US$342.30m in 2024.
  • The country's largest market is Traditional Out-of-Home Advertising with a market volume of US$218.50m in 2024.
  • In global comparison, the highest ad spending is expected to be United States (US$9,344.00m in 2024).
  • The average ad spending per capita in the Out-of-Home Advertising market is projected to be US$1.22 in 2024.
  • Indonesia's Out-of-Home Advertising market is witnessing a surge in digital billboards, transforming urban landscapes with dynamic and interactive brand messaging.

Key regions: France, India, United Kingdom, Australia, China

Region comparison

Analyst Opinion

The Out-of-Home Advertising market in Indonesia is experiencing significant growth and development.

Customer preferences:
Customers in Indonesia have shown a strong preference for out-of-home advertising due to its wide reach and ability to capture attention. With a population of over 270 million people, out-of-home advertising provides a powerful platform for brands to connect with a large and diverse audience. Additionally, the increasing urbanization in the country has led to a rise in commuting and outdoor activities, making out-of-home advertising an effective way to target consumers on the move.

Trends in the market:
One major trend in the out-of-home advertising market in Indonesia is the shift towards digital out-of-home (DOOH) advertising. With advancements in technology, digital billboards and screens have become more affordable and accessible, allowing advertisers to deliver dynamic and interactive content. This trend is driven by the increasing demand for personalized and engaging advertising experiences. Advertisers are leveraging DOOH to create immersive campaigns that capture attention and drive brand awareness. Another trend is the integration of data and analytics in out-of-home advertising. Advertisers are using data to better understand consumer behavior and preferences, allowing them to target specific audiences and optimize their campaigns. By analyzing data on demographics, location, and consumer behavior, advertisers can deliver targeted messages that resonate with their target audience. This data-driven approach not only improves the effectiveness of out-of-home advertising but also provides advertisers with valuable insights for future campaigns.

Local special circumstances:
Indonesia's unique geography and cultural diversity present both opportunities and challenges for the out-of-home advertising market. The country consists of thousands of islands, each with its own distinct characteristics and consumer preferences. Advertisers need to consider these regional differences when planning their out-of-home campaigns to ensure relevance and effectiveness. Additionally, cultural sensitivities and local regulations need to be taken into account to avoid any potential backlash or legal issues.

Underlying macroeconomic factors:
The growth of the out-of-home advertising market in Indonesia is supported by several macroeconomic factors. The country's strong economic growth and rising middle class have led to increased consumer spending and demand for products and services. This creates a favorable environment for advertisers to invest in out-of-home advertising to reach and influence consumers. Furthermore, Indonesia's rapid urbanization and infrastructure development contribute to the expansion of the out-of-home advertising market. As more cities and towns are being built or upgraded, there is a growing need for advertising infrastructure such as billboards, digital screens, and transit advertising. This presents opportunities for both local and international advertisers to establish a presence and engage with consumers in these emerging markets. In conclusion, the Out-of-Home Advertising market in Indonesia is thriving due to customer preferences for wide reach and attention-grabbing advertising, the adoption of digital out-of-home advertising and data-driven strategies, the need to consider regional differences and cultural sensitivities, and the support of macroeconomic factors such as economic growth, urbanization, and infrastructure development.


Data coverage:

Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.


We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.


  • Ad Spending
  • Key Players
  • Analyst Opinion
  • Global Comparison
  • Methodology
  • Key Market Indicators
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