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OOH Media AdEx Report June 2015

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Analysis by: Winning Solutions

Winning Solutions is one of the leading market research organizations in Pakistan with operations across different cities and a spread of outdoor media tracking in over 60 cities. The Outdoor Media Ad-Ex report is based on a site census done by Winning Solutions in Top 5 cities of Pakistan in 2014 which is updated twice a month with Ad-Ex data collection. We cover over 5000 permanent structures and over 4500 pole signs twice a month every month. The market rates are updated and reviewed every month and aligned with average market rates for each road, section, location as well as site.

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OOH Media AdEx Report June 2015

  1. 1. Karachi Lahore Islamabad/Rawalpindi Faisalabad Multan
  2. 2. Copyrights reserved by Winning Solutions 2015 Copyright Winning Solutions 2015  Advertising expense tracking specific to Out of Home industry launched for the first time in Pakistan by Winning Solutions  Winning Solutions are market research experts since 2010 and have many firsts in Outdoor media research including Census, OOH consumer research, ROI calculations and numerous tracking projects.  We identified the gap that there is no credible Ad spent data on Outdoor media and what is available are just guesstimates.  Outdoor Media Census was taken as the benchmark for establishing the outdoor media Adex, and we enhanced the scope since census was done in May last year.
  3. 3. Copyrights reserved by Winning Solutions 2015 Copyright Winning Solutions 2015  We have covered over 5000 permanent sites covering almost 145 main arteries across top 5 cities of Pakistan.  All the sites were covered twice in a month (once every fortnight) to ensure that we have covered the full month display period twice.  Data was collected only from Permanent OOH structures on the identified roads.  Approximately 4000+ Pole signs data was also collected across Top-5 cities.  Values are estimated with average market rates collected for different mediums across different roads and locations from various OMAS. No discount factors are applied as they vary from agency to agency and client to client.
  4. 4. Copyrights reserved by Winning Solutions 2015 Copyright Winning Solutions 2015
  5. 5. Copyright Winning Solutions 2015 Total Volume: 4836 City Volume Total Value: Rs. 1,510,026,356 City Value split Karachi leads the market and holds 50% of OOH Media Advertisements. Whereas Lahore contributes 16% to volume but has 27% of the Value in OOH. Karachi 49% Lahore 16% Rawalpindi 13% Multan 8% Islamabad 8% Faisalabad 6% Karachi 50% Lahore 27% Rawalpindi 10% Islamabad 6% Faisalabad 5% Multan 2%
  6. 6. Copyright Winning Solutions 2015 Total Volume: 4544 City Volume Total Value: Rs. 36,735,000 City Value split Karachi leads the market and holds 46% of OOH Pole signs Advertisements. Whereas Islamabad contributes 21% to volume but has 24% of the Value in Pole Sign. Karachi 46% Islamabad 21% Faisalabad 18% Rawalpindi 11% Lahore 3% Karachi 43% Islamabad 24% Faisalabad 17% Rawalpindi 10% Lahore 6%
  7. 7. Copyrights reserved by Winning Solutions 2015 Copyright Winning Solutions 2015 Total Volume: 4836 Medium Volume Total Value: Rs. 1,510,026,356 Medium Value split Above pie graph shows the percentage breakdown for OOH Media in all the mediums based on their volume & values Small Hoardings 36% Large Hoardings 31% Medium Hoardings 9% Bus Shelters7% Pylons/ Highmarks 6% Mega Structures 5% Bridge Branding 4% Gantry 1% 0.45% 0.39% 0.37% Large Hoardings 46% Mega Structures 13% Small Hoardings 13% Bridge Branding 11% Medium Hoardings 8% Gantry 3% Bus Shelters 3% Pylons/ Hughmarks 2% Underpass Branding 1% 0.49% 0.24%
  8. 8. Copyrights reserved by Winning Solutions 2015 Copyright Winning Solutions 2015
  9. 9. Copyrights reserved by Winning Solutions 2015 Copyright Winning Solutions 2015
  10. 10. Copyright Winning Solutions 2015  Fashion brands are still the top spender on OOH media in the month of June 2015 followed by Telecom & then Real Estate at an estimated 221 million, 60 million and 58 million respectively.  Top 3 Clients spent an approximate of 116 million in June 2015 with Nestle on top with 52 mil, Pepsi 38 and Khaadi 26 million across top 5 cities of Pakistan.  Top 3 Brands Pepsi Cola with the value of 28.6 million, Khaadi 26 million and Gul Ahmed 25.6 million. approximately.  Telenor led the way in Telcos branding with 23 Million spend followed by Mobilink & Ufone spending around 21 Million  Khaadi and Gul Ahmed were top slot spenders of the fashion category.  Pepsi was the major spender in CSD with the branding of over 73% of the spent in the category with the value of 36 million.
  11. 11. Copyrights reserved by Winning Solutions 2015 Copyright Winning Solutions 2015 30% 15% 4% 4% 3% 3% 3% 2% 2% 2% TO LET Fashion Telecom Real… CSD Juices & Beverages Fast Food/… Mobile Phones Home Appliances… Frozen Food 30% 12% 6% 5% 4% 3% 3% 3% 2% 2% TO LET Fashion Education Real… Tea & Coffee Fast Food/… Juices &… Telecom Ghee & Cooking… Home… Share of Space Share of Spend Total Category Value: PKR. 1 billion 221 Mil 59.9 Mil 57.9 Mil 49.5 Mil 46.6 Mil 45.6 Mil 34.5 Mil 33.8 Mil 29.9 Mil
  12. 12. Copyrights reserved by Winning Solutions 2015 Copyright Winning Solutions 2015 30% 3% 3% 2% 2% 2% 2% 1% 1% 1% To Let Nestle Pepsi Co Pakistan Khaadi Gul Ahmed… Telenor Unilever… Mondelez Junaid Jamshed… Lu-Continental… 30% 2% 1% 1% 1% 1% 1% 1% 1% 1% To Let Pepsi Co Pakistan Nestle Mohammad Hashim Tajir Surma Eastern Productions Tapal Tea Pvt Ltd Gul Ahmed Textile Mills Ltd Khaadi Unilever Pakistan Ltd Junaid Jamshed Pvt Ltd Share of Space Share of Spend Total Clients Value: PKR. 1 billion 51.8 Mil 38 Mil 26 Mil 25.6 Mil 22.6 Mil 22.6 Mil 21.9 Mil 20.5 Mil 20.2 Mil
  13. 13. Copyrights reserved by Winning Solutions 2015 Copyright Winning Solutions 2015 Total Brand Value: PKR. 1 billion 30% 2% 2% 2% 1% 1% 1% 1% 1% 1% To Let Pepsi Cola Khaadi Gul Ahmed Tang Nan Khatai Nestle Pure Life Pizza Hutt J.J Summer… Maggi Noodles 1% 1% 1% 1% 1% 1% 1% 1% 1% To Let Vital Tea Gul Ahmed Khaadi Tapal Family Mixture Pepsi Cola Fruitien Juice Bareeze Hashmi Ispaghol Ncr-Cet College Share of Space Share of Spend 28.6 Mil 26.2 Mil 25.6 Mil 21.9 Mil 17.9 Mil 15.4 Mil 14.9 Mil 13.7 Mil 13.5 Mil
  14. 14. Copyrights reserved by Winning Solutions 2015 Copyright Winning Solutions 2015
  15. 15. Copyright Winning Solutions 2015  CSD brands and Fashion brands were the top spenders on Pole signs in the month of June 2015 followed by Telecom at an estimated 5.9 million, 3 million and 2.8 million respectively.  Top 3 Clients spent an approximate of 10.8 million in June 2015 with Pepsi on top with 6 mil, Zong 2.5 and Khaddi 2.1 million across top 5 cities of Pakistan.  Top 3 Brands Pepsi Cola with the value of 6 million, Khaadi 2.1 million and Zong4G 13.8 million.  Khaadi and Gul Ahmed were top slot spenders of the fashion category.  Pepsi was the major spender in CSD with the branding of over 90% of the spent in the category with the value of 6 million approximately.
  16. 16. Copyrights reserved by Winning Solutions 2015 Copyright Winning Solutions 2015 16% 8% 8% 6% 4% 4% 3% 3% 3% To Let CSD Fashion Telecom Educational Hair care Frozen Food Fast Food/Resturant Hotel Real estate 31% 18% 9% 6% 6% 5% 4% 3% 3% 3% To Let CSD Fashion Telecom Educational Hair care Frozen Food Fast… Hotel Real estate Share of Space Share of Spend Total Category Value: PKR. 24 million 5.9 Mil 3 Mil 2.8 Mil 2 Mil 1.5 Mil 1.3 Mil 1.1 Mil 1 Mil 1 Mil 11.8 Mil
  17. 17. Copyrights reserved by Winning Solutions 2015 Copyright Winning Solutions 2015 31% 3% 3% 2% 2% 2% 2% 1% 1% 1% To Let Pepsi Zong Khaddi Medicam PC Burban Frobels Dil Pasand… Iftar Deals… ICAS 31% 18% 6% 5% 5% 3% 2% 2% 2% 2% To Let Pepsi Khaddi Zong Medicam PC Burban Dil Pasand Sweets Iftar Deals Hardees Frobels Sufi Food Share of Space Share of Spend Total Clients Value: PKR. 24 million 6 Mil 2.5 Mil 2.2 Mil 1.5 Mil .9 Mil .6 Mil .5 Mil .5 Mil .45 Mil 11.8 Mil
  18. 18. Copyrights reserved by Winning Solutions 2015 Copyright Winning Solutions 2015 Total Brand Value: PKR. 24 million 31% 16% 6% 4% 4% 2% 2% 2% 2% 2% To Let Pepsi Khaddi Italino Zong 4G PC… Frobels Dil… Iftar… ICAS 18% 6% 5% 3% 2% 2% 2% 2% 2% To Let Pepsi Khaddi Italino PC Burban Zong 4G Frobels Dil Pasand Sweets Iftar Deals Hardees ICAS Share of Space Share of Spend 6 Mil 2.2 Mil 1.5 Mil 1.3 Mil .9 Mil .6 Mil .525 Mil .525 Mil .45 Mil 11.8 Mil
  19. 19. Copyrights reserved by Winning Solutions 2015 Copyright Winning Solutions 2015 For Details or Subscription Contact: Syed Ali Moazzam ali.moazzam@winningsolutions.com.pk CEO 0345-8591450 Farnaz Ghufran farnaz.ghufran@winningsolutions.com.pk Resident Head Karachi 0345-8591465 M. Tanveer Ahmed tanveer.ahmed@winningsolutions.com.pk Senior Research Executive 0345-8591454

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