Jakarta, March 11, 2025 – The advertising industry is playing an increasingly significant role in driving Indonesia’s creative economy. According to PwC’s Global Entertainment & Media Outlook 2024–2028 and Omdia, advertising sector revenues in 2023 have surpassed consumer spending.
Kemenekraf dan P3I sinergi perkuat ekosistem periklanan Indonesia demi mendorong pertumbuhan ekonomi kreatif, Jakarta, Selasa (11/03/2025).
Recognizing this major potential, the Ministry of Creative Economy/Creative Economy Agency held a strategic meeting with the Indonesian Advertising Companies Association (P3I) to follow up on the Memorandum of Understanding (MoU) previously signed. The meeting, held at Menara Merdeka, Jakarta, on Tuesday, March 11, 2025, discussed strategies to strengthen the national advertising ecosystem.
Minister of Creative Economy/Head of the Creative Economy Agency, Teuku Riefky Harsya, emphasized the strategic role of advertising in accelerating the growth of the creative economy.
Communications Bureau of The Ministry of Creative Economy/ Creative Economy Agency
“We want to ensure that the advertising ecosystem continues to grow with a more robust value chain. The government is also committed to expanding regulations related to the Indonesian Standard Industrial Classification (KBLI) to better define the scope of the advertising sector within the creative economy,” said Minister of Creative Economy Riefky.
He also highlighted the importance of cross-sector collaboration, including the use of big data to increase efficiency and transparency within the advertising industry.
Communications Bureau of The Ministry of Creative Economy/ Creative Economy Agency
Deputy Minister of Creative Economy/Deputy Minister of the Creative Economy Agency, Irene Umar, added that a stronger data system will be a key element in the sector’s development.
“We will continue to strengthen our data systems so that the advertising industry can be more focused in its development strategies and policy-making,” said Deputy Minister of Creative Economy Irene.
As a concrete step, the Ministry of Creative Economy is working with the Jakarta Provincial Government to implement programs involving advertising industry stakeholders, including collaborations with local game developers.
Meanwhile, Chairman of P3I, Janoe Arijanto, noted the increasing diversity of advertising business categories in the digital era.
Communications Bureau of The Ministry of Creative Economy/ Creative Economy Agency
“Over the past 40 years, the advertising industry has evolved rapidly. Today, it goes far beyond conventional media such as billboards—it now includes content creators, live shopping, and affiliate systems that are continuously growing,” he explained.
Janoe also pointed out that advertising budgets have shifted significantly toward digital platforms, with 51% of ad spending now allocated to digital rather than conventional media.
To further strengthen the industry ecosystem, P3I is planning various programs and events, including Rancage in the second quarter, Pinasthika for local agencies in the third quarter, and Citra Pariwara, the largest event initiated by P3I. In addition, Advertising Camp 4.0 will serve as a forum to formulate regulations and classifications for advertising agencies.
Communications Bureau of The Ministry of Creative Economy/ Creative Economy Agency
Minister of Creative Economy Riefky reaffirmed the government’s continued support for the national advertising industry through more adaptive regulations and economic incentives.
Also present at the meeting were Deputy Minister of Creative Economy Irene Umar, Deputy for Media Creativity, Agustini Rahayu, and Director of Advertising, Selliane Halia Ishak.
Kiagoos Irvan Faisal
Acting Head of Communications Bureau
Ministry of Creative Economy / Creative Economy Agency
