Beyond billboards: Pixel Group’s vision for the next era of OOH advertising in Indonesia

In January, MARKETING-INTERACTIVE explored how Indonesia’s high-speed rail service, Whoosh, could become a prime hub for transit advertising by offering hundreds of ad placements across its stations and trains. Now, we’ve learned that Pixel Group was the driving force behind this out-of-home (OOH) transformation.

Fuelled by rapid urbanisation, infrastructure expansion, and digital advancements, Indonesia’s OOH advertising sector is experiencing significant growth. Research firm Mordor Intelligence projects the industry, including digital OOH (DOOH), to reach US$334.67 million by 2025.

Whoosh is just one piece of the puzzle for Pixel Group. With over two decades in the market, the company manages an extensive network of over 500 OOH media assets across key cities, reaching 90% of Indonesia’s population through its transportation-based advertising and prime roadside DOOH.

Its reach extends across airports, railways, and bus ways, creating an advertising ecosystem that connects brands with millions of daily commuters and travellers.

Pixel Group collaborates with leading brands across sectors such as telecommunications, banking and finance, automotive, FMCG, and more, continuously driving innovation in OOH advertising through exclusive partnerships, digital transformation, and next-gen audience engagement strategies.

In a conversation with MARKETING-INTERACTIVE, Pixel Group director David Leong shared insights on how the company is shaping the future of OOH advertising. As brands increasingly recognise its effectiveness in reaching mass audiences, OOH advertising is evolving beyond static placements into a data-driven, highly immersive medium – ensuring advertisers achieve maximum visibility and impact.

“With Indonesia’s rapid urban development, rising commuter numbers, and increasing airport traffic, along with growing client demand for high-impact advertising, we saw an opportunity to introduce more advanced, data-powered, and engaging OOH strategies,” he said.

The company’s digital technologies – 3D anamorphic billboards, programmatic OOH, and AI-powered systems – drive its mission “to move beyond traditional advertising by delivering engaging, measurable, and high-impact experiences that enable brands to connect with their audiences more effectively”.

Dominating the airport advertising space

Airports serve as critical hubs for OOH advertising, providing high-impact engagement for both domestic and international travellers. Pixel Group holds exclusive advertising concessions across Indonesia’s major airports, including Soekarno-Hatta International Airport (Jakarta), Juanda International Airport (Surabaya), I Gusti Ngurah Rai International Airport (Bali), and Yogyakarta Airport.

With Pixel Group’s support, Soekarno-Hatta’s Terminal 3 became the first in the world to implement 100% DOOH in 2017. The company also partners with InJourney Airports (also known as Angkasa Pura Indonesia), which operates 37 airports nationwide, to further expand airport advertising across Indonesia.

“This partnership enhances Pixel Group’s reach and capabilities in Indonesia’s OOH media landscape,” Leong said.

“It also strengthens Pixel Group’s leadership in airport OOH, providing advertisers with unmatched visibility, premium locations, and data-driven insights to maximise campaign effectiveness through nationwide airport network packages.”

A significant milestone in Pixel Group’s airport expansion was the installation of two 300m² high-resolution digital screens at Soekarno-Hatta’s Terminal 3.

Positioned strategically at both the domestic and international baggage claim areas, the screen synchronises content across multiple displays, creating an immersive 360-degree visual experience for arriving passengers. This innovation has elevated brand engagement and set a new benchmark for DOOH in Indonesia’s aviation sector.

“Campaigns displayed on this screen have achieved higher brand mentions and recall among passengers, transforming the baggage claim area from the traditionally known ‘conveyor belt area’ into the now widely recognised ‘Giant LED’ landmark,” Leong emphasised.

Transforming transit advertising to reach commuters

Beyond airports, Pixel Group is strengthening its footprint in Indonesia’s public transport network, ensuring brands can reach millions of daily commuters.

Pixel Group holds exclusive advertising rights across the country’s major transit networks. For the KCIC Jakarta-Bandung High-Speed Rail, the company manages advertising across stations, train sets, and digital spaces.

Meanwhile, for the Jakarta Light Rapid Transit, Pixel Group has full control over interior and exterior train advertising, as well as station branding. Additionally, in Transjakarta – Southeast Asia’s largest bus network – Pixel Group operates 26 digital shelters equipped with over 250 high-resolution displays, offering premium brand takeover opportunities along key routes.

With transit media playing a crucial role in daily commuting, Pixel Group’s integrated strategies allow advertisers to maximise exposure in high-traffic areas while leveraging dynamic digital solutions to enhance audience engagement.

Expanding into experiential and DOOH ecosystems

Pixel Group is not just about media placements; it is reshaping the OOH landscape by incorporating experiential and data-driven innovations.

Extending its reach beyond transit hubs, the company has secured exclusive branding partnerships with high-footfall leisure destinations such as Taman Mini Indonesia Indah (TMII) and Ancol. These collaborations provide brands with unique sponsorship and engagement opportunities in vibrant and family-friendly environments.

Additionally, Pixel Group is advancing programmatic DOOH by strengthening partnerships with global and local data providers, enabling automated, data-driven media buying. Through a centralised dashboard, advertisers can track real-time performance, ensuring better targeting and campaign efficiency across roadside, airport, and transportation assets, as well as theme parks.

The future of OOH in Indonesia

As Indonesia’s OOH industry continues its digital evolution, Pixel Group remains at the forefront, pioneering new ways to merge technology with advertising. By integrating AI-powered analytics, immersive 3D billboards, and programmatic buying, Pixel Group is setting a new standard for the industry.

With a robust presence across key urban spaces, transportation networks, and high-engagement leisure destinations, Pixel Group is not just redefining OOH advertising – it is shaping the future of how brands connect with audiences in Indonesia’s dynamic and rapidly growing market.

“The future of OOH advertising in Indonesia is shaped by data integration and interactive engagement,” Leong said.

“We are seeing a shift towards omni-channel integration, enabling brands to seamlessly connect OOH with other advertising touch-points. With the growing availability of AI and big data, the industry will be able to optimise campaigns in real-time through AI-powered analytics and audience targeting.”

This article was written in collaboration with Pixel Group.