Globally, out-of-home spend is forecast to grow 4.1% for the year, modest but notable in a market where digital channels still take the lion’s share of new budget, according to Dentsu’s Global Ad Spend Forecasts (2026). In Indonesia specifically, the signal is stronger. Dentsu’s Indonesia ad spend report shows OOH including DOOH grew 7% year on year, outpacing both print and radio.

Sizing the market precisely is harder, since trackers vary in methodology. Mordor Intelligence values Indonesia’s OOH and DOOH market at roughly USD 354.69 million in 2025, projecting it to reach USD 460.44 million by 2030 at a 5.36% CAGR (Compound Annual Growth Rate), with programmatic DOOH growing faster still at 11.7% (Mordor Intelligence, Indonesia OOH and DOOH Market, 2025). That gap between the category’s overall pace and programmatic’s pace is the real story of the year: growth is concentrated in the digital, buyable layer of the market rather than spreading evenly across it.

Static inventory still anchors the business. Traditional billboards accounted for 61.40% of Indonesia’s OOH market share in 2025, sustained by nationwide stock even as digital conversion accelerates (Mordor Intelligence, 2025). Jakarta remains the center of gravity for that conversion. The capital generates an estimated 27.17% of Southeast Asia’s regional DOOH revenue, with roughly 30 million daily impressions concentrated in its densest corridors, per Mordor Intelligence’s Southeast Asia Digital Out-of-Home Market report, a scale that keeps most programmatic investment and screen upgrades anchored to a handful of cities rather than spreading nationally.

The regional backdrop supports the shift toward programmatic. Across Southeast Asia, Digital Out-of-Home is advancing at a 15.72% CAGR through 2031, faster than any other advertising medium in the region, aided by falling screen costs, 5G connectivity, and more standardized impression counting, according to Mordor Intelligence’s Southeast Asia Advertising Market report (2026). Indonesia sits near the front of that curve rather than behind it, a shift from a few years ago when programmatic readiness in the country lagged Singapore and Malaysia by a wide margin.

For brands, the practical takeaway for 2026 is that OOH in Indonesia is no longer one category to plan against. It is two: a large, stable static layer still worth the bulk of most budgets, and a smaller but fast-compounding digital layer where the real experimentation, and the real measurement upside, now sits. Agencies and clients who treat the two separately in planning and reporting will get a clearer read on what is actually working.

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