Looking to advertise?
Learn more about what we can do to help you with your advertising.
From October 2025 to September 2026, the OOH (Out-of-Home) advertising landscape for cellular providers was heavily dominated by XL and Telkomsel, which collectively accounted for 72% of the 112 total monitored placements. XL led the market with a total of 47 placements, while Telkomsel followed as the primary challenger with 34 placements. Other players such as Simpati (8 placements), IM3 (6 placements), and by.U (5 placements) maintained a much smaller, secondary presence during this period. The monthly ad volume data reveals a shifting competitive landscape; although Telkomsel held a strong early position, the momentum reversed in July 2026 when XL began an aggressive push to overtake its rival, maintaining its lead through the rest of the year.
The media format distribution highlights a stark contrast in the advertising strategies of the two leading brands. XL prioritized broad visibility and traditional reach by allocating the majority of its campaign to 34 billboards alongside 13 videotrons. In complete contrast, Telkomsel adopted a fully digital approach, investing 100% of its placements into 34 videotrons with zero billboard presence. Across the entire cellular category, videotrons proved to be the more popular medium, capturing 66% of the total placements compared to 34% for billboards. This structural divide shows that while Telkomsel focused exclusively on high-impact digital screens, XL successfully leveraged a highly aggressive, billboard-dominant strategy to secure its overall market leadership.