How to Create OOH Ads That Actually Work in Indonesia

In an era of ever-shorter attention spans, Out-of-Home (OOH) advertising remains one of the most powerful and impactful media for capturing audience attention. From massive billboards along highways to transit ads on city buses, outdoor media gives brands the chance to interact directly with people in the real world, amidst their daily routines. But in an increasingly crowded visual landscape, the question is: How do you ensure your ad doesn't just become forgettable background noise?

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Here is the strategy for building outdoor ads that steal attention, leave a lasting impression, and make people want to take action.

 

1. Start With a Clear Goal

Before thinking about design or placement, ask: What is this ad's purpose?
Do you want to:

• Build brand awareness?

• Increase store visits?

• Promote an event?

• Generate buzz for a new product launch?

The key is a clear objective. Once you know your target, every subsequent idea and strategic step will be more focused and purposeful.

 

2. Simple & Bold Messaging

An outdoor ad has less than 7 seconds to grab attention. Therefore, your message must be instantly understandable at a single glance. Use minimal copy, a strong headline, and a clear focal point.

 

3. Design for Maximum Visibility

Good design isn't just aesthetically pleasing—it must be easy to read and remember. Strong visuals should reinforce the message, not obscure it. Remember, viewing conditions vary; what's clear from afar on a highway may not work up close at a bus stop. Prioritize high contrast, large fonts, and uncluttered layouts.

 

4. Location is Everything

The greatest ad is useless if the right audience never sees it. Location selection is a crucial step in any outdoor campaign.
Ask yourself:

• Who is your target audience and where do they go?

• Are you targeting commuters, tourists, or local residents?

• Is your ad near your point of sale or service?

For example, a surf shop might advertise best along busy coastal routes, while a tech startup would be more strategic in dense urban traffic areas, especially near co-working spaces or tech hubs.

 

5. Tell a Story Visually

Even with few words, you can spark curiosity and emotion. A powerful visual combined with an intriguing message can make people pause and look longer.
Consider these approaches:

• Humor to entertain and make people smile.

• Drama to provoke a reaction or surprise the audience.

• Emotion to create a deeper connection and closeness.

Take Coca-Cola's "Share a Coke" campaign. Simply by featuring names on bottles, it sparked a national conversation. OOH played a huge role in driving that viral success, proving that simple stories leave a deep impact when delivered with the right visual.

 

6. Include a Clear Call to Action (CTA)

Every effective outdoor ad must answer one key question: What should the viewer do next?
Examples:

• Visit our store at Exit 22

• Download the app now!

• Call 1-800-New-Deal

• Follow us @YourBrand

Ensure the next step is easy, visible, and measurable. Adding a QR code is a smart way to bridge offline and online interactions, especially for tech-savvy younger audiences.

 

7. Be Consistent With Your Brand Identity

Great outdoor ads must align with your brand's overall character and identity. Whether your brand is known as fun, luxurious, innovative, or community-focused, your OOH message should reflect that personality.
Use your logo, signature colors, and consistent tone of voice so the audience can instantly recognize it's from you, even at a glance.

 

8. Test, Monitor, & Optimize

Even though OOH is physical, its effectiveness can be measured.
Some methods include:

• Using dedicated trackable links or phone numbers.

• Offering traceable promotions ("Mention this ad for 10% off").

• Monitoring foot traffic before and after the campaign.

• Using social listening to see if your ad gains online attention.

• Conducting A/B testing where possible, as a strategy that works in one area may not in another.

Ultimately, every outdoor campaign is a continuous learning process. By monitoring data and adjusting strategy, brands can find the best formula to capture public attention in the most efficient and relevant way.

"Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read." – Leo Burnett

 

Outdoor Advertising Remains More Relevant Than Ever

In a digital era, the power of OOH feels more tangible than ever. It delivers a level of trust, visibility, and physical presence that digital banners or pop-ups cannot replicate. When executed well, a billboard isn't just an ad—it becomes a landmark etched in public memory.
Whether you're a local business wanting to stand out in your area or a major brand building national awareness, the core principles remain the same: clear in message, creative in execution, consistent in identity, and bold enough to stand out.

Don't let your next campaign get lost in the city's visual noise. If you're serious about creating OOH ads with real impact, we're ready to help make it happen—with messages that are powerful, clear, and impossible to forget.

Ready to make your brand seen and unmissable? Contact Firstboard today for a free consultation and discover the best billboard strategy for your brand.

It's time to make your brand appear big, bold, and undeniable on the streets of Indonesia.

Picutre Credits: City Vision, Snapy