More than one client has asked the worth after seeing their digital billboards campaign impressions go up but their sales hardly move. It's a worry that makes sense. Digital screens look great, but they are expensive, and at first, the results may not seem real. So, is digital billboard advertising really worth it in 2026?

Yes, but only if you plan billboards ads out with clear goals, a lot of creativity, and realistic expectations. When those parts come together, the effect can be surprisingly strong, especially in Indonesia's busy cities where people still move around a lot every day. 

What Makes Digital Billboard Advertising Valuable Today?

Let's get right to the point. It's not about getting people to buy right away; it's about getting a lot of people to notice you. People don't expect click on billboards like they do on ads. People remember them. They talk about them. They see them a lot in their daily lives, like on the way to work, while shopping, and even on the weekends.

Brands that know about this "mental availability" effect seem to get better long-term returns on their investments than brands that expect sales spikes right away. You also have more choices with digital billboards. You don't have to print new materials to change visuals, test messages, or switch campaigns.

What Happened: A Retail Brand Launch

I used to work with a mid-sized clothing store that was opening stores in both Jakarta and Surabaya at the same time. They used digital billboards with ads that changed every so often:

• Week 1: Message to get people to know about the brand

• Week 2: Photos that show off the product

• Week 3: Message based on a sale

More people were looking for their brand name before people started going to their stores. Being outside all the time has this effect that you can't see but is very real.

Where Digital Billboards Advertising Work Best in Indonesia

Not every place does the same thing. Most marketers don't think about where to put billboards ads enough.

When the goal is to raise awareness, busy commuter corridors usually do better than lifestyle districts. On the other hand, mall areas are better for remembering things in the middle of the funnel.

Key high-performing environments:

• Major arterial roads in Jakarta and Surabaya
• Airport access roads and ring roads
• Business districts with daily commuter flow
• Large mall exteriors in urban centers

I've seen campaigns get twice as many people to remember them just by moving from a busy street to an intersection where a lot of people are going to work.

The Real Cost vs. The Real Return

A lot of brands get stuck here. Digital screens cost a lot of money. But if you only look at them in terms of cost per display, you're missing the bigger picture.

Think about how many times a commuter sees the same message in a month. People trust you more when they know you well, and repetition helps people get to know you better.

People often remember a new brand because they see it frequently, which helps them recognize it.
That's why digital billboards are usually best for:

• Brand launches
• Campaigns to get people to know about products
• Fields with a lot of competition
• Steps to growing to more than one city

If your only key performance indicator (KPI) is direct sales in two weeks, billboards ads might not be what you thought it would be. Brand recall, search lift, and store traffic are some of the key performance indicators (KPIs) that can help you see the value more clearly.

Common Mistakes That Make Campaigns Feel “Not Worth It”

This is where things usually go wrong. Not with the medium itself, but with how it is used.

1. Treating Billboards Like Online Ads

Some brands give creatives too much text, links, and deals. Drivers only have a few seconds. Most of the time, simpler images work better.

2. Choosing Places Just Because They Are Cheap

Places that are cheaper often don't get as much traffic or aren't as visible. Cheap placements can end up costing a lot of money.

3. Keeping the Same Message Up For Too Long

People who are very creative get tired after a while. People stay interested by changing the pictures every few weeks.

4. Wanting Conversions Right Away

People don't usually click on outdoor ads right away. They change how people act after they change how they think.

People have said that campaigns don't work just because they had too high of expectations from the start.

How to Measure Success Without Relying on Clicks

This part is hard for a lot of marketers. You can't rely on CTR, so you need better signs. Practical measurement approaches:

• Changes in the number of people looking for a brand during the campaign
• Look at how many people come into the store before and after
• Using promo codes or QR codes that are connected to pictures on billboards
• Posts about the visuals on social media

During the billboard flight period of one campaign I looked at, direct traffic to the website went up by 28%. There was no link that could be clicked on. People typed in the brand name later at home.

That's the effect that a lot of people don't think about.

Is It Still Worth It in 2026?

Indeed, but it requires skill of outdoor advertisers to wield effectively. The sheer volume of news outlets is staggering. Online ads are being ignored at an unprecedented rate. These days, how visible you are in person is more important for building trust.

When a brand is on big digital billboards, it means they are big and mean business. That mental signal is very important, especially in areas where there is a lot of competition, like retail, fintech, and real estate. That said, it's not a miracle cure. It doesn't work as well on its own as it does when it's part of a bigger marketing mix.

Final Thoughts: Worth It, But Only If You Use It Right

Digital billboards are still one of the best ways to get people's attention. They get through to people who aren't paying attention to their phones and help them build mental presence over time. This channel will remain a valuable asset in 2026, especially if your brand is seeking greater exposure, credibility, and visibility. 

Begin with a modest approach, experiment with various platforms, and observe the impact beyond just sales figures. Then, build on what works. That balanced approach usually gives you better long-term returns than putting a lot of money into big nationwide placements all at once.

Why Choose Firstboard

For years, Firstboard have worked closely with outdoor advertisers to find out how people really react to billboards in real cities. What sets our method apart:

• Making plans based on how people move, not on guesses
• Creative advice that is all about being seen in real life
• Campaign rotations that are flexible and fit with the goals of the campaign
• Ways to track performance that are clear and not just for show

They changed a lot when the creative and placement of the campaigns changed a little bit. It's not always the budget that makes the difference; it's how clear the plan is.

Questions People Ask Most Often

Does advertising on digital billboards work for small businesses in Indonesia?
Yes, but only if you focus on a few busy areas instead of trying to cover too much ground. Having your brand in a lot of places with low visibility doesn't always help people remember it better than having it in a few places that are close to important customer routes.

How long does a digital billboard campaign need to run before you see results?
Most campaigns need at least four to eight weeks for people to remember them. People may notice the brand more with shorter runs, but longer exposure helps them remember it and do something later.

Are digital billboards better than static billboards?
They are more flexible because artists can easily change and move them around. The format alone doesn't make it work; the quality of the location and the clarity of the message are also important. Sometimes, a static sign in the right place can be more effective than a digital screen in the wrong place.

What types of businesses benefit the most from digital billboard ads?
Retail, real estate, cars, fintech, and new product launches tend to be the most valuable. These industries depend a lot on visibility and building trust, which repeated exposure to large formats helps to strengthen over time.