How Interactive Can an Ad Get? Exploring Tech-Driven Outdoor Ads in Indonesia

In the ever-bustling streets of Jakarta, the nature of outdoor advertising is rapidly evolving. Gone are the days of static posters. Instead, digital screens now adapt to weather, interactivity, robotics, and smart triggers to create live, engaging experiences. This article weaves through real-world examples—moving narratives, not bullet points—showing just how immersive these campaigns have become.

A Rain-Responsive Billboard That Actually Reacts

Imagine waiting at a digital billboard that changes according to the actual weather around you. On one rainy afternoon, the screen displays cozy scenes with steaming coffee or catchy messages like “Rainy day? Brew up some warmth.” When the sun emerges, the creative shifts—lighter, brighter visuals promoting cool drinks or outdoor adventures.
This isn't sci-fi. It was Netflix’s campaign for Forecasting Love & Weather, where billboard creatives changed depending on whether it was raining or sunny. For two weeks across Jakarta, ads transformed in real time across key spots like Grand Indonesia and SCBD.

A Hydration Reminder That’s Actually Contextual

Next, picture a mobile LED-laden van cruising Jakarta during sweltering heat. Whenever temperatures hit around 30°C, the van’s screens lit up with a friendly reminder—“Time to hydrate!”—complete with refreshing imagery of cold, inviting mineral water.
This was the #AQUADULU campaign. It used weather-triggered digital displays to engage people at just the right moment. Over its 42-day run, it reached more than 2.5 million potential views and nearly 1.2 million unique individuals—especially in the targeted 18–34 year age group.

A Large-Scale Interactive Game—Right on the Street

Now imagine being at Bundaran HI during a Car Free Day celebration. Instead of just passing by, you’re beckoned by a giant digital screen to scan a QR code. Suddenly, you're playing a tug-of-war game—or “Tarik Tap-Tap”—on the LED videotron. Tap fast, compete live, and see your progress displayed instantly on that massive screen. A crowd forms, cheers erupt, and brand engagement spikes.
This was the first large-scale interactive DOOH game activation in Indonesia, launched on Independence Day in 2024. The online-meets-offline experience enthralled participants and passersby alike.

Robotic LED Billboards That Move with the Message

Beyond flat visuals, Indonesia has also seen the rise of robotic LED billboards—structures with panels that move mechanically to enhance the storytelling. Unlike traditional screens, these billboards can split, rotate, expand, or even “open up” to reveal different layers of creative.
A recent campaign used this format to promote a global smartphone launch in Jakarta. The robotic panels shifted and expanded in sync with the visuals of the phone “unfolding” on screen, creating a larger-than-life 3D effect. Commuters along Sudirman-Thamrin stopped in awe, recording and sharing the spectacle on social media. The combination of motion, scale, and surprise turned what could have been just another billboard into an urban performance.

Live Streaming That Ignites the Crowd

What about live content popping up unexpectedly in public spaces? Imagine walking through a plaza and suddenly witnessing a live concert on a massive LED screen. That actually happened during Bundaran HI's Car Free Day, featuring a special performance by Ran to soft-launch a new transit hub. This live broadcast drew crowds and boosted brand recall in ways a static ad never could.
Surveys show that nearly half of Gen Z audiences favor live broadcast content on DOOH displays—and one in four pays more attention when ads are accompanied by live content.

Interactive Ads: Not Just Spectacle, but Strategy

These campaigns show how DOOH is being transformed into a two-way conversation between brand and passerby:
•    Weather-responsive ads that feel timely and thoughtful
•    Mobile displays that bring messages directly into the urban flow
•    Real-time gaming and QR engagement that captivate and entertain
•    Robotic LED billboards that merge engineering and storytelling
•    Live broadcasts that turn an ad into an event
Each activation turns passive viewers into active participants, making outdoor advertising not just visible—but unforgettable.

Interactive outdoor ads aren’t just about visibility.

They’re about creating moments in the city that people remember, share, and connect with long after they’ve walked by.

From a rain-aware Netflix billboard to a hydration reminder that activates only when needed, to robotic LED structures that move with the story—Indonesia’s outdoor ads are becoming smarter, more interactive, and deeply responsive to context.

For marketers and brands, this means opportunity: storytelling that adapts, engages, and leaves a mark.
Ready to bring this kind of tech-drived DOOH magic to your own campaign? Contact us now! Let’s explore how interactive outdoor ads can make your brand not just seen—but experienced.

Pictures Credit: 8Infini, PojokSatu, The Jakarta Post, Marketech Apac,