Journal of Social and Political


ISSN 2615-3718 (Online)

ISSN 2621-5675 (Print)

Published: 06 November 2020

Planning Principles of Permanent Outdoor Advertising (POA) in Arterial and Collector Road Corridors in Denpasar City, Bali, Indonesia

Gede Windu Laskara, Ngakan Ketut Acwin Dwijendra, Ni Luh Putu Eka Pebriyanti, Putu Mayda Devianita Jaya

Udayana University, Indonesia

pdf download

Download Full-Text Pdf


Pages: 968-982

Keywords: Permanent Outdoor Advertising, Principle, Main issues, Planning, Road Corridor


Permanent Outdoor Advertising (POA) is one of the media for providing public space information to impact the viewer with words, with or without photographs. That details to the public on programs, goods, lifestyles, dreams, and values. Advertising is an important and very important tool in economic and business terms because it is direct communication with the audience. POA also generates the image and visual quality of public spaces as an urban physical feature in terms of urban planning. A important location for information dissemination is the high speed of motion in arterial and collector roads. The POA is something that draws attention and can enhance the region's picture. Advertisers, however, frequently disregard the detrimental impact of RRLs on the physical condition of urban space for the sole purpose of offering economic benefits. In Denpasar, POA is divided into 1) electronic billboards and 2) billboards, and POA typology can be divided into a) independent structure (free-standing POA) centered on technological installation; b) related to another structure (attached POA). The main issues of POA implementation in Denpasar City are: 1) security, 2) beauty/aesthetic, and 3) legibility are the key issues of the POA implementation in Denpasar City. These questions emerged from several aspects, namely: 1) land use; 2) structure and construction; 3) placement; 4) form, scale, and quantity; 5) orientation; 6) lighting; 7) material. The planning principles of the POA in Denpasar should be evaluated on the basis of contextual problems and the arterial and collector roads surrounding them. The POA identification is carried out in Denpasar City on twenty-nine main roads, including all three arterial roads, and on twenty-six collector roads. Two functions representing both arterial and collector roads in Denpasar were chosen for the study position on the main road with primary arterial function, collector-one, and collector. Post-occupancy evaluation (POE) was the research approach used in this study with a qualitative analysis methodology that observes and analyzes the POA conditions that occurred on selected roads in Denpasar Area, which are used as a basis for structuring the principles and aspects of POA planning.


  1. Acwin Dwijendra, Ngakan Ketut, and Ngakan Putu Sueca. 2019. “The Determinant Factor of Home Transformation in Bali, Indonesia.” The Journal of Social Sciences Research.

  2. Amin, Ash. 2008. “Collective Culture and Urban Public Space.” City.

  3. Arvidsson, Adam. 2007. “Advertising and the ‘ Underground.” Ephemera.

  4. Branch, Mellvile C. 1996. Perencanaan Kota Komprehensif. Yogyakarta: Gajah Mada University Press.

  5. Carr, Stephen et all. 1992. Public Space. Cambrid.

  6. Cuesta, Rafael, Christine Sarris, Paola Signoretta, and Raf Cuesta. 2007. Urban Design: Method and Technique. Urban Design: Method and Technique.

  7. Ni Luh Putu Dessy Dharmayanty, Syamsul Alam Paturusi, Ngakan Ketut Acwin Dwijendra, and Ni Ketut Agusinta Dewi. 2019. “Development and Behaviour Response of the Balinese Inhabitting in Denpasar City and Badung Regency, Bali-Indonesia.” Journal of Social and Political Sciences.

  8. Directorate General of Regional Development, Departement of Home Affairs. 1993. Analysis and Advertisement Management Guidelines Organization (Final Report). Jakarta

  9. Dumbaugh, Eric. 2005. “Safe Streets, Livable Streets.” Journal of the American Planning Association.

  10. Dwijendra, Ngakan Ketut Acwin. 2020a. “From Tradition to Modernization in Morphological Process of Indigenous Settlement Patterns in Bali, Indonesia.” International Journal of Advanced Science and Technology.

  11. ———. 2020b. “How the Local Wisdom Influences the Sustainability of Spatial Development in Denpasar, Bali, Indonesia.” BHUMI: Jurnal Agraria Dan Pertanahan.

  12. Ewing, Reid, and Susan Handy. 2009. “Measuring the Unmeasurable: Urban Design Qualities Related to Walkability.” Journal of Urban Design.

  13. Ewing, Reid, Susan Handy, Ross C. Brownson, Otto Clemente, and Emily Winston. 2016. “Identifying and Measuring Urban Design Qualities Related to Walkability.” Journal of Physical Activity and Health.

  14. Faga, Barbara. 2019. “Urban Design.” In The Routledge Handbook of International Planning Education.

  15. Francis, Jacinta, Billie Giles-Corti, Lisa Wood, and Matthew Knuiman. 2012. “Creating Sense of Community: The Role of Public Space.” Journal of Environmental Psychology.

  16. Follis, John and Hammer, Dave (Advertising1979), The Architectural Signing and Grapics. Whitney Library of Design.

  17. Frank, Jefkins. 1996. . Fourth Edition. Pearson Education.

  18. Gibsons, Johana (1992). Urban Streetscape. Van Nostrand Reinhold. New York.

  19. Harvey, Chester, and Lisa Aultman-Hall. 2015. “Urban Streetscape Design and Crash Severity.” Transportation Research Record.

  20. Hong, Joo Young, and Jin Yong Jeon. 2013. “Designing Sound and Visual Components for Enhancement of Urban Soundscapes.” The Journal of the Acoustical Society of America.

  21. Kelly, D. Eric and Raso, Gary J. 1989. Sign Regulation for Small and Midsize Communities: A Planners Guide and A Model Ordinance, MAI. American Planning Association.

  22. Krier, Rob. 1979. Urban Space. Rizzoli International Publication. Inc. USA.

  23. Kurniawati, Wakhidah. 2012. “Public Space for Marginal People.” Procedia - Social and Behavioral Sciences.

  24. I Made Agus Mahendra, Syamsul Alam Paturusi, Ngakan Ketut Acwin Dwijendra, and I Dewa Gede Agung Diasana Putra. 2019. “Elements of the Cultural Space as a Form Identity of Klungkung Urban Area, Bali, Indonesia.” Journal of Social and Political Sciences.

  25. Miles, Malcolm. 2005. Art, Space and the City. Art, Space and the City.

  26. Mitchell, D., and L. A. Staeheli. 2009. “Public Space.” In International Encyclopedia of Human Geography.

  27. Moughtin, Cliff. 2007. Urban Design: Street and Square. Urban Design: Street and Square.

  28. Natalivan, Petrus,1997. Pedoman Penataan Media Reklame Luar Ruangan. Institut Teknologi Bandung, Bandung.

  29. Ng, Wai Yin, Chi Kwan Chau, Greg Powell, and Tze Ming Leung. 2015. “Preferences for Street Configuration and Street Tree Planting in Urban Hong Kong.” Urban Forestry and Urban Greening.

  30. Nurjani, Ni Putu Suda, and Ngakan Ketut Acwin Dwijendra. 2020. “How Traditional Balinese Houses Can Adjust and Cater for International Tourist in the Canggu Area, Bali Indonesia?” International Journal of Psychosocial Rehabilitation.

  31. Ogden, KW., Bennet DW. 1984. Traffic Engineering Practice. Department of Civil Engineering, Monash University.

  32. Pickett, Sta, Ml Cadenasso, and B McGrath. 2013. “Resilience in Ecology and Urban Design.” Springer.

  33. Russel, Verrill. 1986. Otto Klepprer's Advertising Procedure: SAGE

  34. Shirvani, H. 1985. The Urban Design Process. Van Nostrand Reinhold. New York.

  35. Sutte, Donald T. 1993. The Appraisal of Out Advertising Signs. Appraisal Institure. US.

  36. Shafaghat, Arezou, Golnoosh Manteghi, Ali Keyvanfar, Hasanuddin Bin Lamit, Kei Saito, and Dilshan Remaz Ossen. 2016. “Street Geometry Factors Influence Urban Microclimate in Tropical Coastal Cities: A Review.” Environmental and Climate Technologies.

  37. Vich, Guillem, Oriol Marquet, and Carme Miralles-Guasch. 2019. “Green Streetscape and Walking: Exploring Active Mobility Patterns in Dense and Compact Cities.” Journal of Transport and Health.

  38. Widiastuti, Widiastuti, Syamsul Alam Paturusi, and Ngakan Ketut Acwin Dwijendra. 2017. “Cultural Value Transformation in Traditional Market Spatial Planning in City of Denpasar, Gianyar and Klungkung – Bali, Indonesia.” Journal of Sustainable Development.

  39. Wiriantari, Frysa, Syamsul Alam Paturusi, Ngakan Ketut, and Acwin Dwijendra. 2020. “Catuspatha As A Landmark Of Semarapura City In Terms Of Physical And Socio-Cultural Aspects.” International Journal of Engineering and Emerging Technology.

  40. Wiryasa, Ngakan Made Anom, and Ngakan Ketut Acwin Dwijendra. 2017. “Institutional Structure Models in Implementation of Spatial Planning.” Journal of Sustainable Development.

  41. Woolley, He, and C Space. 2004. “The Value of Public Space.” Public Space and Public Life.

  42. Yin, Li. 2017. “Street Level Urban Design Qualities for Walkability: Combining 2D and 3D GIS Measures.” Computers, Environment and Urban Systems.

  43. Yogantari, Made Vairagya, and Ngakan Ketut Acwin Dwijendra. 2020. “Visual Exploration Using Acrylic Paint on Used Fashion Items for Sustainable Use.” International Journal of Psychosocial Rehabilitation.

About Us

The Asian Institute of Research is an online and open-access platform to publish recent research and articles of scholars worldwide. Founded in 2018 and based in Indonesia, the Institute serves as a platform for academics, educators, scholars, and students from Asia and around the world, to connect with one another. The Institute disseminates research that is proven or predicted to be of significant influence for the general public.

Contact Us

Please send all inquiries to the email:

Business Address:

5th Floor, Kavling 507, Fajar Graha Pena Tower, Jl. Urip Sumohardjo No.20, Makassar, Indonesia 90234

Copyright © 2018 The Asian Institute of Research. All rights reserved

Stay Connected

  • Instagram - Black Circle
  • Facebook - Black Circle
  • LinkedIn - Black Circle