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Between Q4 2025 and Q1 2026, the OOH automotive advertising landscape in Jabodetabek was overwhelmingly led by Electric Vehicles (EV), which commanded a dominant 79.5% Share of Voice (SOV) compared to 20.5% for Non-EV brands. EV brands adopted a high-impact media strategy, deploying a mix of 21 billboards and 14 videotrons to establish a modern, premium brand image. In contrast, Non-EV brands maintained a much smaller footprint with only 9 total ads, relying almost entirely on traditional billboards to communicate with their audience. While EV campaign activity peaked aggressively in November and December to capture urban interest, Non-EV brands opted for a more consistent, lower-intensity presence throughout the entire period.
The geographical distribution highlights a strategic divide in audience targeting: EV advertisements were heavily concentrated in elite business districts and urban hubs such as Jakarta Pusat (7 videotrons), Jakarta Timur (8 billboards), and Jakarta Selatan (8 total ads), specifically aiming at high-income "early adopters" and urban professionals. Conversely, Non-EV brands prioritized suburban and commuter routes, showing their highest density in Tangerang and Tangerang Selatan with 4 billboards each. This alignment reflects a clear tactical distinction: EV brands are positioning themselves as lifestyle-driven icons of innovation in the city core, while Non-EV brands continue to focus on the practical, price-sensitive mass market in satellite regions.