Out-of-Home (OOH) advertising continues to grow rapidly in Indonesia. With advances in technology and changing consumer behaviors, the OOH industry is expected to become increasingly innovative in the coming years. In this article, we will explore the key trends that will impact OOH advertising in Indonesia in 2025 and beyond.

1. The Rise of Digitalization

Digital OOH (DOOH) is already taking over traditional advertising markets in many countries, and Indonesia is no exception. The installation of digital screens in public places such as shopping malls, stations, and airports allows for more dynamic and engaging messaging.

By 2025, we can expect more digital OOH ads that can adapt to time, weather, and even audience behavior. This will make ads more relevant and enhance consumer interaction with the brand.

2. Advanced Use of Data and Analytics

One of the biggest trends that will reshape OOH advertising is the use of data and analytics. In the future, advertisers will be able to leverage real-time data to adjust ads based on specific conditions. For example, demographic and behavioral data from mobile devices can help identify who is viewing an ad and when they are most responsive.

By using analytics, brands can optimize ad placements and content, creating more effective OOH campaigns that directly influence consumer purchasing decisions.

3. More Interactive and Immersive Ads

Consumers today are increasingly seeking more interactive experiences. By 2025, OOH advertising is expected to move toward formats that involve the audience directly. For instance, ads using augmented reality (AR) or QR codes that allow users to interact with the ad via their smartphones.

In Indonesia, with the rapid adoption of technology, we will see more brands utilizing features like these to create deeper and more engaging ad experiences for the audience.

4. Environmentally Friendly OOH Advertising

Sustainability has become an important global issue, and Indonesia is no exception. In the coming years, we can expect an increase in the use of environmentally friendly technologies in OOH. For example, energy-efficient LED screens, recyclable advertising materials, and more efficient lighting solutions.

Brands supporting sustainability will not only benefit from positive reputations but will also meet the growing demands of consumers who are increasingly concerned with environmental issues.

5. Integration with Digital Platforms and Social Media

OOH advertising in Indonesia will become more integrated with digital platforms and social media. For instance, digital billboards or public transport ads that are tailored to social media campaigns will become more common.

By connecting OOH with digital platforms, brands can extend their reach and create more cohesive multi-channel experiences. Consumers who see OOH ads outdoors may be prompted to learn more about the product through social media or the brand's website.

6. The Growth of Transportation Media

Public transportation in Indonesia, such as buses, trains, and even private vehicles, will become increasingly important in OOH strategies. Ads placed inside and outside vehicles will not only include static ads but also dynamic digital ads.

With more people relying on public transport, ads in transportation media will be an effective way to reach a larger audience, especially in major cities like Jakarta, Surabaya, and Bandung.

7. Use of Artificial Intelligence (AI) in Ad Targeting

In the future, we will also see more use of Artificial Intelligence (AI) to optimize OOH ad targeting. AI technology can help identify the best locations and times to display ads, as well as adjust ad content based on audience preferences.

With AI, advertisers will have the ability to create more personalized and relevant ad experiences, which will ultimately enhance the effectiveness of OOH campaigns.

8. More Personalized OOH Experiences

With the development of technology, OOH will be increasingly able to provide more personalized experiences for consumers. For example, using location data and mobile devices to display ads that are relevant to the people around a specific area.

In the future, OOH ads in Indonesia will be able to adjust messages based on specific audiences, offering a more relevant experience and increasing the likelihood of greater interaction.

Conclusion

OOH advertising in Indonesia will continue to evolve rapidly with technological advancements and shifting consumer behaviors. Trends such as digitalization, real-time data usage, integration with social media, and a focus on sustainability will dominate the OOH industry in 2025 and beyond.

For brands that want to remain relevant in Indonesia’s ever-changing market, understanding and adopting these trends is key to reaching a wider audience and enhancing the impact of their advertising campaigns.