In the dynamic world of advertising, innovation and adaptability are the cornerstones of growth. One company that embodies these principles is SSPACE, an Indonesian advertising firm specializing in Out-of-Home (OOH) and Digital Out-of-Home (DOOH) solutions. Since its founding in 2021, SSPACE has transformed how brands connect with audiences in public spaces. By leveraging technology, data-driven insights, and strategic partnerships, SSPACE is setting new benchmarks for creativity and impact in advertising.
At the same time, the company’s journey reflects the essence of entrepreneurial marketing—a strategy that blends entrepreneurial agility with marketing frameworks to achieve growth in competitive markets. Understanding how SSPACE applies entrepreneurial marketing offers valuable insights into how businesses can adapt, innovate, and thrive in fast-changing industries.
SSPACE at a Glance
Since its inception, SSPACE has been trusted by various industries and agencies to manage advertising placements in public transportation areas and retail spaces. Its vision is to be the most trusted advertising company in Indonesia, while its mission is to deliver business growth and profitability by combining expertise, strategy, data science, and technology across traditional and digital ecosystems.
The company leverages OOH and DOOH assets, most notably the Passenger Information Display (PID) on railway operators, making it stand out among competitors. With strategic acquisitions like Wisdom Crowd and collaborations with advertising players, SSPACE has widened its reach in the Indonesian market.
Business Issues and the Need for Positioning
Despite strong growth, SSPACE faces challenges in aligning its expanded services with its vision and mission. After entering new markets through acquisitions and partnerships, the company must reformulate its positioning to maintain clarity and differentiation.
Tackling Positioning Issues
Before developing a positioning strategy, it is important to analyze both internal and external factors influencing the company. The 5Cs framework—Company, Customers, Competitors, Collaborators, and Context—provides a comprehensive overview of SSPACE’s current situation and its environment in the advertising industry.
Company
Strengths include guaranteed ROAS, PID differentiation, and integration with digital marketing. Weaknesses involve high competition and lack of detailed competitor analysis.
Customers
Target markets are cost-conscious but ROI-driven, such as government, banking, FMCG, beauty, healthcare, and film industries.
Competitors
Rivals like Eight Media and OTEGO focus on cost competitiveness and acquiring billboard assets.
Collaborators
Partnerships with technology providers (IndoDisplay Prima Kreasi, Dasa Daya Prima, Global Vision Intermedia, MiB) and strategic partners (KAI, KCI, hospitals, traditional markets).
Context
Economic cycles, political shifts, and regulations strongly affect advertising demand and costs.
This analysis gives SSPACE a clear picture of its strengths, customer expectations, competitor landscape, key partners, and external conditions. With this foundation, the next step is to explore how the company delivers value through its marketing mix (4Ps).
Once the situation is understood, the next step is to examine how the company delivers value to the market. The 4Ps of Marketing Mix—Product, Price, Place, and Promotion—help evaluate SSPACE’s offerings, pricing strategies, distribution channels, and promotional approaches, ensuring alignment with customer needs and market trends.
| Product Diverse OOH and DOOH formats, integrated digital marketing, creative services, and unique PID features. | Price Competitive, offering packages that add value. |
| Place Focus on urban areas with high-traffic visibility. | Promotion Emphasis on B2B marketing, digital engagement, sales force, and content marketing. |
By mapping out its products, pricing, placement, and promotional activities, SSPACE can ensure consistency and relevance in its offerings. The next task is to refine these insights into a precise strategy using Segmentation, Targeting, and Positioning (STP).
To translate analysis into strategy, Segmentation, Targeting, and Positioning (STP) is applied. This framework allows SSPACE to divide the market into meaningful segments, select the most attractive targets, and position itself with a unique value proposition that resonates with clients in different industries.
Segmentation
SSPACE studies the Indonesian market by segmenting audiences based on demographics, lifestyles, and advertising needs. This approach helps them identify clear consumer groups and tailor OOH media solutions so the right message reaches the right audience.
Targeting
SSPACE targets specific audience segments by placing media in high-traffic locations and tailoring messages to different age groups, interests, and lifestyles. This ensures campaigns connect with the right audience and deliver strong results.
Positioning
SSPACE positions itself as a complete OOH advertising partner with diverse media formats, strategic planning, and creative campaigns. With strong local market knowledge and a focus on innovation, SSPACE is seen as a reliable partner for businesses aiming to make an impact in Indonesia’s advertising industry.
Through STP, SSPACE can define its ideal market segments, select the most promising audiences, and establish a strong positioning strategy. This provides the basis for formulating a compelling positioning statement that communicates its unique value in the advertising industry.
For businesses in Indonesia seeking impactful advertising solutions, SSPACE is the leading media advertising company that offers innovative and integrated Out of Home (OOH) and Digital Out of Home (DOOH) advertising services. SSPACE ensures a high Return on Advertising Spend (ROAS) and effective audience engagement. SSPACE stands out due to its strategic partnerships, extensive network, and unwavering commitment to quality, making it the most trusted partner for achieving marketing and branding goals
This statement reflects entrepreneurial marketing by emphasizing differentiation, customer value, and strategic execution.
Conclusion
The story of SSPACE illustrates how entrepreneurial marketing can drive business growth and differentiation in a highly competitive industry. By leveraging innovative OOH and DOOH solutions, forming strategic partnerships, and adopting data-driven frameworks, SSPACE continues to transform Indonesia’s advertising landscape.
For companies aiming to grow in dynamic markets, SSPACE demonstrates that entrepreneurial marketing is not only about bold ideas but also about structured strategies, customer focus, and continuous improvement.
Contributors
This is a Business Immersion article researched and written by Group 4 of the Entrepreneurial Marketing MBA (ENMARK MBA) Batch 2, consisting of:
Business Immersion is a key component of the Entrepreneurial Marketing MBA (ENMARK MBA) program, offering students the opportunity to collaborate with industry through group consultancy projects. During the third semester, from September to January, students will work as a team of consultants, tackling real-world business challenges. This immersive learning experience bridges the gap between academic theory and practical application, equipping students with the skills to address complex issues and explore innovative management approaches within established organizations.
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Entrepreneurial Marketing MBA (ENMARK MBA), a collaboration between MarkPlus Institute and School of Business and Management Institut Teknologi Bandung, is designed to equip future leaders with expertise in marketing, management, business strategy, and an entrepreneurial mindset to drive innovation and career growth.
What sets ENMARK MBA apart is its holistic approach, integrating marketing, finance, and strategy to blend creativity with analytical thinking. Through real-world case studies and hands-on projects, students develop the agility and strategic acumen to excel in today’s dynamic business landscape.
