Bridging the Real & Digital World: Phygital Collaboration Signal between IDA and AMLI.

The Indonesian advertising industry has just recorded a very interesting first step.

On November 5, 2026, the Indonesian Digital Association (IDA) and the Indonesia Out of home Media Companies Association (AMLI) gathered in a Ngobrol Santai session to discuss one big topic: Phygital (Physical-Digital) Collaboration.

This is a continuation of the commitment of the AMLI & IDA MoU that has been signed in early October at the INDOOH 2026 Forum event – Shaping The Future OOH Ecosystem.

This meeting is not just a social event, but an effort to bridge the digital screen in your hand (mobile/online) with a giant screen in public space (Digital Out-of-Home/DOOH).

Physical Giant vs. Programmatic Potential That Has Not Been Executed

In the discussion, Dian Gemiano (Chairman of IDA) highlighted the magnitude of opportunities that can be born if the digital ecosystem and external media (OOH/MLG) collaborate with each other.

This is reinforced by Fabianus Bernadi (Chairman of DPP AMLI) who explained the main advantages of Out of home media: its existence in the real world with the nature of one-to-many broadcasting. Out of home media is one of the few media that cannot be “skipped” by the audience. However, survey data shows an interesting fact: the occupancy rate of digital OOH is currently still below static OOH, even though the number of digital screens in big cities continues to grow rapidly.

Why did this happen? Agung Prihambodo (Vice Chairman of DPP AMLI) revealed that even though DOOH infrastructure has proliferated in Indonesia, the market share of Programmatic DOOH (pDOOH) is currently still below 1%. The main challenge is in two things:

1. Measurement currency: There is no universally agreed metric standard.
2. Content relevance: The need to bring data-rich digital content to the physical screen in order to give added value to the audience and advertisers.

What Does The Buyer Side Say (Demand Side)?

From the perspective of advertising buyers or Demand-Side Platform (DSP), Kautsar Ikrami revealed the reason why advertisers—especially international brands—are still hesitant to put a large budget into local pDOOH. There are several verified data gaps that need to be fixed immediately:

• Transparent Screen Registration: Clearness of screen inventory in the field.
• Proof of Play (PoP) Standardization: Valid and accurate verification that the advertisement is really running as agreed.
• Multiplier Impression Number: The clarity of how to calculate how many pairs of eyes see one screen at a time.

New Beginning: Forming a Special Task-Force

Although the challenge is quite complex, this discussion was closed with high optimism from both sides:

• For Digital Publishers: MLG is an ideal bridge to bring messages, campaigns, and trends from the virtual world directly to the real world (real-world engagement).
• For MLG Players: Programmatic purchases are seen as a new growth engine that will automate and significantly increase the occupancy of digital screens.

As a concrete step, AMLI and IDA agreed to form a Special Task-Force. This joint team will formulate data standards, measurement metrics, and technology integration schemes so that pDOOH advertising spending in Indonesia can skyrocket.

The synergy between physical and digital is no longer just a future trend, but a new standard of advertising that is being built today. Let’s go!