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OOH	AD	TREND		
on	URBAN	COMMUNITY		
An	independent	study	as	a	contribu>on	to	the	Indonesia	adver>sing	industry
2
SNAPSHOT
Global	Media	Habit		
37%	 22%	 10%	25%	
OOH PRINTTV DIGITAL
Data	Media	Habit.		
Source:	Data	Primer,	2015	–	BMI	Research.		
N	=	2.000	resp.	(9	countries)
3
SNAPSHOT
98%	 27%	 21%	38%	
USE
INTERNET
MORE THAN 3
HOURS
READ PRINT
MEDIA
(newspaper,
tabloid,
magazine)
WATCH TV
MORE THAN 1 HOUR
(terrestrial/Pay TV)
SEE
OOH
(billboard, public
transport, etc)
Data	MEDIA	HABIT,	MALE/FEMALE,	18	–	45	TAHUN,	SEC	ABC,	7	Ci>es	(n=3500)	
Source:	Data	Primer	2015	–	BMI	Research		
22%	
LISTEN
RADIO
MORE
THAN 1
HOURS
Na>onal	Media	Habit
4
SNAPSHOT
Greater	Jakarta	Media	Habit		
25%	
READ PRINT
MEDIA
(newspaper,
tabloid,
magazine)
20%	
LISTEN
RADIO
MORE
THAN 1
HOURS
83%	 55%	81%	
WATCH TV
MORE THAN 1 HOUR
(terrestrial/Pay TV)
SEE
OOH
(billboard, public
transport, etc)
USE
INTERNET
MORE THAN 3
HOURS
Data	MEDIA	HABIT,	MALE/FEMALE,	18	–	45	TAHUN,	SEC	ABC,	(n=1010)	
Source:	Data	Primer	2015	–	BMI	Research
What	is	the	recent	Ad	phenomenon		
on		urban	community?
6
RESEARCH METHODOLOGY
Phone Survey – 1010 respondents
AGE: 18 - 45
GENDER
MALE: 50%
FEMALE: 50%
SOCIAL ECONOMIC STATUS
Based on monthly expenditure
for consumption
AREA
Jabodetabek
EDUCATION
SD/SMP: 5%
SMA: 60%
Academy/Diploma: 12%
S1/S2/S3: 23%
OCCUPATION
MANAGER/STAFF/EMPLOYEE: 46%
COLLEGE STUDENT: 21%
ENTREPRENEUR: 12%
OTHERS: 21%
A 23 %
B 49 %
C 28 %
18 – 23 y.o. 46%
24 – 30 y.o. 33%
31 – 35 y.o 10%
36 – 40 y.o 7%
41 – 45 y.o 4%
LENGTH OF TIME SPENT
OUTSIDE THE HOME
1 – 5 hours: 23%
6 – 9 hours: 31%
10 hours or more: 46%
7
HOW OFTEN DO THEY PAY ATTENTION TO ADS?
always,	
47%	
some.mes
,	40%	
rarely,	13%	
47%	urban	community	always	pay	
a:en.on	to	Ad.	
5 out of 10 urban people
always pay attention to Ads
8
93%	
70%	
51%	
17%	
ELECTRONIC	 DIGITAL/INTERNET	 OOH	 PRINT	
Newspaper	 13%	
Tabloid	 1%	
Magazine	 6%	
TV	 93%	
Radio	 6%	
Search	engine		 8%	
Website/situs/portal	 13%	
Video	portal		 7%	
Social	media	 57%	
Billboard/LED/videotron	 31%	
Train	(body	/inside)	 16%	
Bus	(body	/inside)	 6%	
Spanduk/baliho	 6%	
Bus	shelter	 2%	
MOST INFLUENCE
1	 3	 4	2	
PEOPLE USUALLY SPOT ADVERTISE ON:
9
WHAT MAKES HAVING REGARD ADVERTISE?
Music	/	Song	/	Jingle	41%	
Product	41%	
Stars	/	talent	30%	
Words	/	Story	/	Slogan	/	Tagline	42%	
Humorous	/	funny	9%
10
The Phenomenon of OOH Ad on urban community
11
PEOPLE USUALLY SPOT ADVERTISE ON:
93%	
70%	
51%	
17%	
ELECTRONIC	 DIGITAL/INTERNET	 OOH	 PRINT	
work,	
87%	
do	
not	
work,	
13%	
A,	
25%	
B,	
50%	
C,	
25%	
Working people, B class, spent more than 10 hours outside home
13%	 27%	
60%	
1-5	hours	 6	-	9	hours	 10	hours	or	
more	
Time	spent	outside	home	
56% 44%Who	are	they?
ADVERTISING EXPENDITURE (ADEX)
TV	>	IDR	80	T			
Newspaper	>	IDR	30	T			
Magazine	>	IDR	1	T			
Outdoor	>	IDR	1	T		
Radio	>	IDR	800	M	
12	
Source: Data sekunder, diolah (2015)
Most Efficient – Awareness (cpm)
13	
Source: Data Sekunder & Data primer, diolah (2015)
TELEVISI	
KORAN	
OOH		
RADIO	
MAJALAH		
83X	
28X	
9X	
4X	
± IDR 2.100,-
Most Efficient – Take Action (cpm)
14	
Source: Data Sekunder & Data primer, diolah (2015)
RADIO	
KORAN	
OOH		
TELEVISI		
MAJALAH		
101X	
20X	
9X	
4X	
± IDR 27.000,-
WHY OOH?
15	
COST	
EFFICIENT		
>	10	hours	.me	
spent	outside	
home		
Transporta.on	
Public:	Moving.		
Source: Data primer, diolah (2015)
16
INDONESIA OOH AD
FACT1. TOP 5 – MOST MEMORABLE OOH AD
1. Sampoerna	A	Mild	
2. Telkomsel	
3. Indosat	
4. Aqua	
5. Indomie
17
INDONESIA OOH AD
FACT2. TOP 5 – MOST MEMORABLE AD STARS
1. Al	Gazali	
2. Raisa	
3. Isyana	Saraswa.	
4. Agnes	Monica	
5. Dian	Sastrowardoyo
18
INDONESIA OOH AD
FACT3. MOST MEMORABLE THING ON OOH AD
1. Picture	/	Image	
2. Slogan/tagline	
3. Stars	/	talent	
4. Product	
5. Color
19

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