The national advertising sector continues to demonstrate its critical role within Indonesia's creative economy ecosystem, not only by fostering dynamic growth but also by providing significant employment opportunities. According to industry reports, the sector currently absorbs more than 70,000 professionals nationwide. Globally, the industry is projected to contribute US$1 trillion to economic growth by 2026, maintaining a robust average growth rate of 6.7% through 2028, reflecting its immense economic potential. Crucially, Indonesia’s digital advertising expenditure is outpacing this global benchmark, growing rapidly at an impressive rate of up to 12% annually, cementing its position at the forefront of technological adoption.
This dynamic environment was celebrated at the 38th Citra Pariwara Awards, hosted by the Indonesian Advertising Companies Association (P3I), under the theme "Million Hits Wonder." The event underscored the industry's ability to adapt quickly to rapid technological change while preserving high standards of creativity. The Ministry of Creative Economy has pledged continued support through initiatives like the Directorate of Advertising. Industry leaders now emphasize the urgent need for enhanced collaboration—involving government, the private sector, academia, and associations—to nurture the abundance of young talent emerging in the field, ensuring their work is of the highest quality and capable of competing internationally.
