Most Iconic Billboards in Indonesia

 

Every skyline tells a story — and in Indonesia, billboards are the storytellers.

From Jakarta’s glittering city center to Surabaya’s bustling arteries, outdoor media has evolved from static visuals to emotional and cultural moments. Billboards today aren’t just about visibility — they’re about impact, connection, and creating memories that last beyond the traffic light.
At Firstboard, we believe every great brand deserves to be seen — not just noticed. Discover how Indonesia’s most iconic billboards have captured hearts, shaped conversations, and turned screens into stages.

Craft your iconic outdoor advertising with us now! Reach us here.

Jakarta’s Skyline as a Stage

Jakarta’s skyline moves like a living headline. From the slow blink of a neon sign to the thunderous sweep of a full-motion videotron, outdoor advertising in Indonesia has become a spectacle — a way brands, artists, and communities announce themselves to millions. In the last decade, billboards and videotrons in Jakarta and across Indonesia have graduated from mere informational panels into cultural stages. They celebrate pop-culture milestones, amplify blockbuster product launches, and sometimes become part of the story themselves.

The most visible examples of this trend have come from two directions: global pop culture landing on Jakarta’s streets, and big Indonesian brands turning national networks of billboards into mass rituals. When a K-pop group schedules a concert in Jakarta, the city answers back — with LED panels, fan-funded videotrons, and campaign takeovers across high-traffic nodes. When an Indonesian heritage brand or a national marketplace wants a moment, they paint whole intersections and highways with a single message until the city seems to echo it.

The Evolution of Outdoor Advertising in Indonesia

Outdoor advertising has evolved alongside the rhythm of Indonesia’s cities. What began as printed posters nailed to walls became painted signs, then massive static billboards, and eventually dazzling LED videotrons capable of full motion and animation.
As cities modernized, audiences’ expectations changed. People didn’t just want to see an ad; they wanted to feel something. The shift from posters to digital displays turned billboards into living screens — capable of movement, storytelling, and emotional resonance.

Premium Sites: Why Locations Like Bundaran HI Matter

Certain sites in Jakarta have become synonymous with prestige. The Bundaran HI roundabout, Sudirman’s golden mile, SCBD, and Senayan corridors are among the city’s most coveted billboard and videotron spots. These intersections aren’t just busy — they’re symbolic. Appearing there places a brand in the center of Jakarta’s heartbeat.
A videotron at Bundaran HI doesn’t simply reach commuters; it reaches tourists, office workers, and photographers capturing the city’s pulse. Premium sites offer both exposure and cultural prestige — the reason why major launches, ambassador reveals, and national campaigns are staged right here.

K-Pop and Fan-Powered Billboard Culture

Few phenomena illustrate Indonesia’s billboard culture better than K-pop. During the 2023 Blackpink concerts at Gelora Bung Karno, fans and fan clubs collectively bought and filled LED billboards across the city with birthday greetings, tributes, and concert-countdown animations.
These fan-driven activations showed that outdoor screens can carry emotion, not just commerce. Billboards near Senayan City and FX Sudirman looped customized content day and night, turning ordinary commutes into moments of fandom. The result? A city painted in pink and black, shared thousands of times online — proof that emotional storytelling beats hard selling every time.

Case Study — Indomie’s National Billboard Takeover

If there’s one brand that understands how to make a billboard moment feel like a festival, it’s Indomie. In 2024, when the brand announced its global celebrity ambassador collaboration with K-pop sensation NewJeans, the campaign took over Jakarta’s major LED screens and extended across Indonesia.
For several weeks, Bundaran HI, Sudirman, and major intersections in Surabaya and Bandung displayed synchronized visuals: cheerful faces, vibrant color palettes, and that unmistakable bowl of noodles. It wasn’t just an ad — it was an event.
The campaign’s viral momentum on social media made it one of the most talked-about outdoor moments of the year, proving that local brands can dominate the skyline with world-class creative and perfect timing.

E-Commerce Blitzes: Shopee, Tokopedia, and the Power of Saturation

Indonesia’s e-commerce giants — Shopee and Tokopedia — have turned outdoor advertising into a countdown spectacle. During the famed 11.11 and 12.12 mega-sale periods, entire cities light up with digital reminders.
These brands use billboards not just as static displays, but as time markers — building anticipation in the physical world for an event that happens online. The synergy between offline visuals and online traffic makes OOH a crucial performance driver for digital campaigns.

Creative Formats: Motion, 3D, and the Era of Synchronized Screens

Technology has expanded creativity. Now, 3D anamorphic videotrons, interactive visuals, and multi-panel storytelling redefine what an outdoor campaign can be. Imagine a sneaker that looks like it’s breaking through the screen, or a car that seems to drive across an entire intersection.
These spectacles invite people to stop, record, and share — turning each viewer into a content creator. As these innovations become more accessible, expect to see more “stop-and-stare” billboards across Indonesia’s urban corridors.

Emotional Resonance: When Billboards Become Love Letters

What truly makes a billboard iconic is emotion. Whether it’s a heartfelt fan message or a brand thanking its loyal customers, emotional sincerity captures hearts faster than slogans do.
During the Blackpink concert week, one LED display near Ratu Plaza read: “Welcome Home, Blackpink — Jakarta Loves You.” It was short, simple, but powerful. Thousands stopped to take photos. That’s the power of emotion — it turns a 10-second loop into a lasting memory.

National Reach vs. Local Relevance

Indonesia’s cultural diversity demands balance. A brand can look unified nationwide but still local in tone. Campaigns that adapt their visuals, language, and imagery to regional contexts perform better and feel more authentic.
Firstboard’s nationwide coverage enables brands to maintain visual consistency while tailoring messages for local audiences — ensuring that a campaign speaks to both Jakarta’s trendsetters and Surabaya’s everyday shoppers.

Operational Excellence: The Hidden Engine Behind Every Iconic Billboard

Behind every viral campaign lies logistical mastery. From obtaining permits and managing LED scheduling to ensuring technical precision, operational reliability determines success.
That’s where Firstboard excels — not only in securing the right locations but also in ensuring every display performs flawlessly. Creative storytelling means little if the screen fails to shine; operational excellence turns creative ideas into public reality.

> Measurement: Beyond Impressions

Today’s outdoor campaigns are measured by impact, not just visibility. Social media engagement, earned media coverage, and user-generated content are now part of campaign KPIs.
When people photograph and share your billboard, it means you’ve entered their daily life — and that’s a form of marketing no algorithm can replace.

> Strategic Approaches: Takeover vs. Frequency

There are two classic strategies for OOH success: Takeover and Frequency.
•    A takeover dominates high-traffic areas for short-term buzz — ideal for launches or limited events.
•    A frequency campaign uses consistent repetition to build long-term familiarity and trust.
The smartest brands combine both: a powerful moment of visibility at a landmark site, and a continuous presence that reinforces the brand story nationwide.

Sustainability and Responsible Outdoor Advertising

Jakarta’s skyline is beautiful — and it deserves care. Modern OOH practices now emphasize sustainability: low-energy LEDs, responsible brightness levels, and eco-friendly materials.
Brands that adopt responsible outdoor strategies not only comply with regulations but also earn public respect. A bright campaign should illuminate ideas, not just streets.
Tomorrow’s billboards will be smart. Programmatic technology already allows screens to change content based on weather, time, or even traffic flow.
Imagine your coffee brand appearing only on rainy mornings, or your e-commerce ad launching when traffic is slowest. These data-driven placements will make OOH not only more efficient, but also more relevant and personal.

Why These Billboards Became Iconic

Iconic billboards in Indonesia are memorable because they do more than inform — they create occasions. Whether they’re fan-made LED tributes outside a stadium or a coordinated national rollout by a beloved brand, the most powerful OOH campaigns blend spectacle with shareability and emotional relevance.
They prove that outdoor advertising remains one of the most human forms of communication: public, communal, and unmissable. As long as people still look up at the skyline — and pull out their phones to capture it — billboards will continue to be Indonesia’s brightest storytellers.

When the city becomes your canvas, a billboard isn’t just an ad — it’s a moment that people remember.

At Firstboard, we believe every brand has a story worth seeing — and the city is your stage. Whether you’re planning a bold takeover in Jakarta or expanding your reach across Indonesia, our team is ready to help you turn your message into a moment the world won’t forget.
Let’s make your next campaign iconic. Contact Firstboard to start planning your outdoor visibility today.

Picture Credits: jnkpposies, City Vision, Liputan6, LinkedIn