Indonesia's OOH industry targets programmatic growth through AMLI-IDA partnership

Indonesia’s out-of-home (OOH) advertising industry is looking to accelerate programmatic adoption and establish common audience measurement standards, as the Indonesian Out-of-Home Media Companies Association (AMLI) and Indonesia Digital Association (IDA) formalise a strategic partnership.

The two associations signed a memorandum of understanding (MoU) at AMLI’s Strategic Forum INDOOH 2026, held on 9 October at JIExpo Kemayoran in Jakarta. The agreement covers industry research, cross-media measurement standards, programmatic digital out-of-home (pDOOH) integration and workforce education.

The partnership comes as Indonesia’s OOH market is valued at US$330 million, with digital penetration approaching 40%. However, programmatic DOOH adoption remains below 1%, highlighting a gap between the availability of digital screens and the infrastructure needed to trade and measure advertising programmatically.

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Agung Prihambodo, managing director of Indonesia at Billups, vice chairman of AMLI and ambassador for the World Out of Home Organisation, outlined the market’s potential during a session on global and local OOH industry developments.

“We already have extensive digital screen infrastructure; now it is time to build programmatic infrastructure and a common measurement language to bring our industry’s competitiveness in line with global standards,” he said.

Dian Gemiano, CEO of KapanLagi Youniverse (KLY) and chairman of IDA, said the industry’s challenge was proving the effectiveness of digital screens and the audiences they reached, rather than expanding the number of screens available.

“Indonesia’s challenge is not the number of digital screens, but proving their effectiveness and audience reach. The collaboration between IDA and AMLI aims to address this by developing three key areas: verified industry reports, shared measurement standards and a framework for programmatic DOOH transactions,” he said.

AMLI chair Fabianus Bernadi said the shift in OOH was about more than replacing static billboards with digital displays. It also required a change in how the industry sold advertising, from physical locations towards audiences and experiences.

The forum also examined opportunities beyond Jakarta. During a panel discussion, industry practitioners Bong Stevian, CEO of Playlog; Freddy Lauw, founder of Prisma; and Jhon Gunadi, marketing director of MKCI Bandung, discussed regional OOH development, measurement transparency and potential business collaboration.

According to data presented at the forum, more than 90% of areas outside Jakarta have DOOH penetration below 5%, pointing to substantial room for growth beyond the capital.

The event was held with the support of Krista Exhibitions, as part of the Indo Sign, LED & Advertising Expo 2026 and AllPrint Indonesia exhibitions.

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