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From October 2025 to April 2026, the OOH advertising landscape for the e-wallet industry in Jabodetabek was overwhelmingly dominated by ShopeePay, which captured a staggering 50% Share of Voice (SOV) to position itself far ahead of its competitors. DANA secured the second position as the closest primary challenger with a 29.5% SOV. Meanwhile, GoPay and OVO remained in a tight race for third place, holding an identical market share of 9.1% each, while AstraPay trailed behind with a 2.3% share, indicating potential room for future expansion.
The monthly ad volume chart outlines a highly seasonal campaign path, with overall industry advertising peaking sharply in November 2025 before gradually tapering off in early 2026. ShopeePay spearheaded this year-end surge, reaching its highest output in November 2025 and maintaining strong presence in December 2025 before disappearing from the OOH channels entirely for the rest of the observed period. As advertising intensity cooled down after the year-end holidays, GoPay became the most aggressive player at the start of the new year, driving a solo wave of activity in January 2026. Market competition became more balanced again by March 2026, where DANA, ShopeePay, and GoPay shared a distributed presence, leaving DANA as the only brand to maintain a continuous, low-intensity footprint through April 2026.