2024 Guide to Digital Advertising in Indonesia: Market Insights & Ad Regulations

This article provides a comprehensive overview of digital advertising trends and regulatory frameworks in Indonesia as of 2024. If you’re planning to advertise in this fast-growing market, understanding these key insights and compliance guidelines is essential.

Internet Usage in Indonesia

According to APJII, Indonesia’s internet users reached 221,563,479 out of a total population of 278,696,200 in 2024, pushing the internet penetration rate to 79.5%.

This marks a 1.4% increase compared to the previous year.

Looking at the growth trend:

• In 2018, the internet penetration rate was 64.8%

• In 2020, it rose to 73.7%

• In 2022, it climbed to 77.01%

• In 2023, it reached 78.19%

The steady rise in digital connectivity highlights Indonesia’s expanding online market and the growing importance of digital platforms for businesses.

Overview of Digital Advertising in Indonesia

According to data from DataReportal, the most visited websites in Indonesia are:

1. Google

2. YouTube

3. Facebook

4. Instagram

5. WhatsApp

Given this landscape, advertisers should strategically plan their digital campaigns to align with these platforms, tailoring content to match the behaviors and demographics of each user base.

Another key insight: over 97% of Indonesians access the internet via mobile devices such as smartphones. This means mobile-first design is not just recommended — it’s essential. Ads must be optimized for small screens, quick load times, and touch-friendly interactions.

Furthermore, Indonesians spend more time daily on social media than on traditional TV, highlighting the importance of investing in YouTube, Facebook, and Instagram ads. These platforms are ideal for reaching users throughout the day with engaging video and interactive content.

For more detailed social media usage statistics in Indonesia, please refer to the article linked below.

【2024年データを日本と比較】インドネシアで人気のSNS5選！成功事例も紹介

Advertising Regulations and Key Considerations

Personal Data Protection and Cookie Regulations

In October 2024, Indonesia is set to enforce its Personal Data Protection Law (PDP Law) — a regulatory shift expected to significantly impact cookie-based targeting in digital advertising, similar to Japan’s GDPR-aligned policies.

This means advertisers will be required to obtain explicit user consent before using any personal data, including cookies. To comply, businesses must implement clear and user-friendly consent mechanisms that are easy to understand and accessible across devices.

In light of these changes, marketers should also prepare for reduced effectiveness of cookie-reliant targeting. Moving forward, investing in AI-driven targeting and advanced data analytics will be crucial for maintaining campaign performance.

Cultural and Regional Sensitivities in Ad Campaigns

When launching ad campaigns in Indonesia, it’s essential to consider the country’s cultural and religious diversity.

With a population that is predominantly Muslim, advertising content must avoid religious taboos and ensure cultural sensitivity, especially during religious holidays and events.

While Bahasa Indonesia is the official language, there is notable linguistic diversity across regions, so localization and proper language adaptation should not be overlooked for effective communication.

Frequently Asked Questions (FAQ)

What is the current state of digital marketing in Indonesia?

— We’ve provided an in-depth breakdown of the latest digital marketing trends in Indonesia, including social media usage, advertising platforms, and consumer behavior in the article below:

[2024 Edition] Digital Marketing Trends in Indonesia

Which search engines are most commonly used in Indonesia?

— For a detailed analysis of Indonesia’s most-used search engines and device-specific trends, refer to the following article:

[2024 Edition] Top Search Engines in Indonesia and Usage Insights

The Digital X Supports Your Digital Advertising Strategy and Execution in Indonesia

If you’re unsure about how to develop or manage digital advertising strategies in Indonesia, The Digital X is here to help.

Our team of local native marketers and Japan-based digital specialists will work together to support your business goals.

No matter what challenges or concerns you have, feel free to share them with us.

Contact us here — we look forward to hearing from you.