The Role of Outdoor Media in the Era of Marketing 6.0
- gabrielaemanuella
- Aug 8
- 2 min read
In the Marketing 6.0 era, marketing strategies blend advanced technology, human values, and sustainability. Outdoor media—both traditional and digital—holds a strategic position in bridging brands and consumers in an authentic and impactful way.
1. Evolving from Awareness to Real Engagement
Outdoor media is no longer just about visibility—it now drives emotional connection. A study by JCDecaux shows that when an OOH (Out-of-Home) ad builds emotional connection, its commercial impact can double. This means creative Outdoor Media has power beyond simply introducing a brand. For instance, in 2025, BoostAD was trusted by Extrajoss Ultimate, leveraging Public Transportation Media on Transjakarta, a 3D Anamorphic campaign on the Djakarta Theater LED, integrated with BoostAD’s Interactive Vending Machine.
2. Turning Passive Audiences into Active Participants
Interactive outdoor media such as interactive vending machines, activation integrated with OOH, or booth experiences significantly increase engagement. These experiences strengthen emotional bonds between the consumer and the brand.
3. Hyper-Localized & Data-Driven with Tech and IoT
Outdoor media can now be personalized and measured more accurately. Strategic locations such as Transjakarta shelters, KRL stations, or other high-traffic areas become valuable data points for analyzing real-time audience behavior.
4. Multi-Channel Integration & Business Performance
Outdoor media often acts as the connector between digital campaigns and real-life interactions. For example, a QR code on LED Standee leads users directly to a brand’s website or social media promotions. In May 2025, Dove partnered with BoostAD to launch a new product through LED Standees integrated with digital conversions placed in several malls across Jakarta, including Kuningan City, Kemang Village, Pondok Indah Mall 2, Mall Taman Anggrek, Lippo Mall Puri, Pluit Village, Mall of Indonesia, and Senayan Parks.
5. Filling the Gap from Digital Fatigue
As audiences grow weary of digital content, outdoor media steps in as a breath of fresh air. Creative designs, innovative technology, and contextual surroundings allow brand messages to be delivered more effectively without being intrusive. A great example: in June 2025, Nivea launched a free sampling campaign through BoostAD’s Interactive Vending Machines, placed at several hotspots including Taman Literasi.
Outdoor media is not just relevant—it’s becoming essential. With AI-powered technology, real-time personalization, and immersive experiences, outdoor media is a powerful medium to build awareness, create emotional connections, and drive real business results.
Time to Bring Your Brand Into the Real World
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