AMLI DPD Jakarta Routine Meeting: Encouraging Innovation and OOH Standardization in Indonesia

by AMLI Editorial Team

On September 10, 2024, the Indonesian Outdoor Media Association (AMLI) held a routine meeting at the Millennium Sirih Hotel, Jakarta. The event, which was attended by various Out-of-Home Media Owners (MO), discussed several strategic issues and follow-up plans related to the development of the OOH (Out-of-Home) industry in Indonesia.

Discussion about the Joint Campaign

One of the topics highlighted was the success of the joint campaign between AMLI and JICAF, which has attracted attention outside the city. As many as 24 media owners donated locations for the installation of JICAF materials, which took place on August 17 for 45 seconds, coinciding with the celebration of the Republic of Indonesia’s Independence Day.

Members are encouraged to continue to be active in important events that can strengthen AMLI’s network and position in the outdoor media industry.

OOH Media Measurement Challenges and Solutions

Measuring OOH media performance remains a major concern. AMLI encourages increased use of technology to provide stronger bargaining power, both to clients and the government. The discussion also suggested that AMLI’s logo and identity should always be included in the content produced by media owners, to increase the association’s value in the eyes of the public.

AMLI’s Role in Provincial Government and Global City Asset Management

The presentation by Mr. Fabianus Bernadi highlighted AMLI’s role in developing assets belonging to the DKI Jakarta Provincial Government through collaboration with JAMC (Jakarta Asset Management Center). Jakarta, which is currently ranked 45th as a global city, is trying to improve its ranking. One of the efforts being carried out is asset management at HR Rasuna Said and the Antasari Non-Toll Flyover as a pilot project.

In this process, AMLI was invited to provide input through the studies they have prepared, including the proposed revision of the current Pergub. AMLI is also developing  a code of conduct  for media owners as a reference for ethics in running a business.

The Struggle for Cigarette Advertising Regulation

In a survey conducted by AMLI in 27 cities with 59 media owners, 79% of them admitted that cigarette advertising had a significant impact on business, and 44% of those affected felt a significant impact. Currently, although Health Law No. 17 of 2023 prohibits cigarette advertising in outdoor media, positive results were obtained in PP No. 28 of 2024, where cigarette advertising is still allowed.

Licensing and Standardization IssuesStandarisasi

Various issues related to licensing were also discussed in this meeting. One of the issues raised was the licensing process which often overlaps between the rules implemented by the relevant agencies. AMLI hopes that there will be improvements to the regulations, so that the licensing process no longer hinders the development of outdoor media.

Apart from that, AMLI emphasizes the importance of standardizing terms, specifications and terminology in measuring Out-of-Home Media so that it makes it easier for Advertisers to select and display advertisements on OOH. This is the same as what was conveyed by APPINA. It is hoped that this standardization will simplify the calculation of CPM (Cost Per Mille) for advertisements on OOH, and this will provide greater opportunities for OOH to act as the main media of choice. With its position as one of the main advertising media in the advertising industry, it is hoped that Amli can play a bigger role, especially as a partner of the Government in the process of making OOH regulations that are more conducive and can provide benefits for all stakeholders in the OOH industry.

Conclusion

With the various challenges faced, AMLI continues to strive to become an organization that can accommodate all media owners in fighting for better regulations, more sophisticated technology, and more professional industry standards. Active participation of members in providing data and input is essential to advance the outdoor media industry in Indonesia.