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Copyright Winning Solutions 2014
Karachi Lahore Islamabad/Rawalpindi Faisalabad Multan
Copyright Winning Solutions 2014
Our Vision
To be the market leader in giving value to our clients, the value generated
th...
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015Copyrights reserved by Winning Solutions 201...
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015Copyrights reserved by Winning Solutions 201...
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015
 Winning Solutions; the market research ex...
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015
 We have covered over 5000 sites across 15...
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015Copyrights reserved by Winning Solutions 201...
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015Copyrights reserved by Winning Solutions 201...
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015Copyrights reserved by Winning Solutions 201...
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015
Karachi
48%
Lahore
15%
Rawalpindi
13%
Multa...
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015
Small
Hoardings
37%
Large
Hoardings
30%
Med...
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015
0%
1%
0%
3%
0%
0% 0% 0% 0%
2%
0% 0%
1%
1% 0...
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015
0% 0% 0%
2%
0% 0% 0% 0% 0% 0% 0% 0%
2%
0%
1...
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015Copyrights reserved by Winning Solutions 201...
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15%
Total Category Spent:
757 million
In mi...
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015
482
66 51.3 50.7 29.7 23.8 23.5 19.8 19
39%...
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015
482
50.7 29.7 27
23.8 23.5
21.5 15.9 12.7 1...
Copyright Winning Solutions 2014
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Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015
45%
10%
7%
4% 3% 3% 3% 2%
2% 2%
284
64.9
45...
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015
32%
7%
5%
3%
3% 3% 2% 2% 2% 2%
32%
19%
6%
4...
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015
43%
10%
8%
5%
2%
2% 2% 2% 2% 2%
In million
...
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015
29%
13%
12%
8%
4%
3%
3% 3%
2%
2%
29%
14 %
3...
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015
9%
7%
4% 4%
3% 3%
2%
23%
17%
3%
7%
5%
5%
3%...
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015
39%
3% 3%
2% 2%
2% 2% 1% 1% 1%
39%
10%
8%
7...
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015
40%
12%
6%
4% 3% 3%
2% 2% 2% 2%
To Let Appa...
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015
40%
7%
4%
4%
2% 2% 1% 1% 1% 1% 1%
To Let Ot...
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015
40%
4%
2%
2% 2%
1% 1% 1% 1% 1%
To Let Gul
A...
Copyright Winning Solutions 2014
Copyrights reserved by Winning Solutions 2015
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OOH Media Advertising Ad Ex

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Analysis by: Winning Solutions

Methodology:

- Study covered over 5000 sites across 150 main arteries in top 5 cities of Pakistan.
- Data was collected only from Permanent OOH structures on the identified roads.
- Values are estimated with average market rates collected for different mediums across different roads and locations from various OMAS.
- Current report is OOH boards specific and does not include Pole signs in it these shall be covered in Jan report as data is currently being collected.

Published in: Data & Analytics
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OOH Media Advertising Ad Ex

  1. 1. Copyright Winning Solutions 2014 Karachi Lahore Islamabad/Rawalpindi Faisalabad Multan
  2. 2. Copyright Winning Solutions 2014 Our Vision To be the market leader in giving value to our clients, the value generated through our best in class research services, innovative ideas, technology solutions, superior client servicing team and most importantly the value for client’s money. 2
  3. 3. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015Copyrights reserved by Winning Solutions 2015 • Winning Solutions is a fast growing research company, managed & controlled by 28+ permanent and around 300 ad-hoc research professionals. Our combined international market research experience is over 50 years • We are a local research house with an international presence and vision, with quality research products and solutions. • Winning Solutions has been in the Outdoor tracking and monitoring business since 2012, we have covered over 60 cities of Pakistan, over 12000 sites, and conducted over 120,000 tracking visits. • Outdoor tracking and research is an integral part of the overall business portfolio being primarily a market research and strategy specialists. • Our other business expertise include, customized and tracking research and software solutions with many blue chip companies as our satisfied clients.
  4. 4. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015Copyrights reserved by Winning Solutions 2015  Background  Methodology  Outdoor Media Outlook  Topline Results  City Exposure  Exposure by Medium  Category Manufacturer Brand Split
  5. 5. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015  Winning Solutions; the market research experts since 2010 and have many firsts in Outdoor media research including Census, OOH consumer research, ROI calculations and numerous tracking projects.  Advertising expense tracking specific to Out of Home industry has been launched for the first time in Pakistan by Winning Solutions  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.  Adex quality was monitored with Winning Solutions specialized tracking system “WS-Tracker” & data collection software “WS-Activision”.
  6. 6. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015  We have covered over 5000 sites across 150 main arteries in 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.  Current report is OOH boards specific and does not include Pole signs in it these shall be covered in Jan report as data is currently being collected.  Data was collected only from Permanent OOH structures on the identified roads.  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.
  7. 7. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015
  8. 8. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015Copyrights reserved by Winning Solutions 2015 City No. of Roads Total Boards Total Average Value Most Common OOH Medium Karachi 42 2426 634,622,020 Small Hoardings (20x10) Lahore 32 744 362,986,472 Large Hoardings 60x20) Islamabad 27 371 101,731,677 Pylons/High marks Rawalpindi 10 633 78,820,000 Small Hoardings (20x10) Faisalabad 21 309 36,318,056 Large Hoardings 60x20) Multan 20 537 25,432,500 Small Hoardings (20x10) Total 152 5019 1,239,910,725  Total no. of boards count in TOP 5 cities is recorded to be 5019.  Pole Signs were not covered in December there count/value is not included in the above mentioned figures.  Karachi holds around 51% market for OOH Media advertisements.  Highest number of boards are Small Hoardings (20x10) in terms of volume .
  9. 9. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015Copyrights reserved by Winning Solutions 2015  58% of the total boards with the projected value of 757 million was used for branding where as 42% of the boards with the value of 482 million remained vacant in December.  Karachi holds the major share in OOH Media market, In December 55% of the space with the estimated value of 349 million was used for branding whereas 46% of the space with the value of 284 million remained unused.  45% of the boards with the value of 116 million were vacant where as 55% boards with the value of 246 million were occupied and large Hoardings (60x20) was the most frequently used medium in Lahore. Vacant Advertised Volume % Value % Volume % Value % Karachi 46% 45% 54% 55% Lahore 45% 32% 55% 68% Islamabad 27% 29% 73% 21% Rawalpindi 44% 43% 56% 57% Faisalabad 24% 23% 76% 77% Multan 36% 39% 64% 61%
  10. 10. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015Copyrights reserved by Winning Solutions 2015  In Islamabad boards with the projected value of 72 million were used for branding and Pylons/High marks were the most common medium.  Rawalpindi holds the 3rd largest share in OOH Media market, 56% boards valuing 44 million was used in December whereas Small Hoarding is the most used medium for branding in Rawalpindi.  In Faisalabad & Multan boards with the value of 8 million & 10 million respectively remained vacant for branding in December.
  11. 11. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015 Karachi 48% Lahore 15% Rawalpindi 13% Multan 11% Islamabad 7% Faisalabad 6% Karachi 51% Lahore 29% Islamabad 8% Rawalpindi 6% Multan 3% Faisalabad 2% Karachi leads the market and holds 48% of OOH Media Advertisements. Whereas Lahore contributes 15% to volume but has 29% of the Value in OOH. Total Volume: 5019 City Volume Split Total Value: Rs. 1,239,910,725 City Value Split
  12. 12. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015 Small Hoardings 37% Large Hoardings 30% Medium Hoardings 7% Mega Structure 7% Bus Shelters 6% Pylons/ Hi Marks 6% Bridge Branding 4% Gantry 2% Mopi 1% Trivision 0% Underpass Branding 0% Roundabout Branding 0% Large Hoardings 48% Mega Structure 18% Bridge Branding 13% Medium Hoardings 6% Small Hoardings 6% Gantry 5% Bus Shelters 2% Pylons/ Hi Marks 1% Trivision 1% Underpass Branding 0% Mopi 0% Roundabout Branding 0% Above pie graph shows the percentage breakdown for OOH Media in all the mediums based on their volume & values Total Volume: 5019 Total Value: Rs. 1,239,910,725 Medium Volume Split Medium Value Split
  13. 13. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015 0% 1% 0% 3% 0% 0% 0% 0% 0% 2% 0% 0% 1% 1% 0% 1% 0% 1% 0% 4% 0% 0% 0% 0% 3% 3% 1% 16% 1% 2% 1% 2% 0% 21% 0% 0%2% 0% 7% 2% 2% 0% 0% 0% 2% 0% 0%0% 0% 0% 1% 2% 0% 0% 0% 0% 7% 0% 0% 1% 0% 0% 3% 0% 2% 0% 0% 0% 6% 0% 0% Bridge Branding Bus Shelters Gantry Large Hoardings Medium Hoardings Mega Structure Mopi Pylons/ Hi Marks Roundabout Branding Small Hoardings Trivision Underpass Branding Faisalabad Islamabad Karachi Lahore Multan Rawalpindi Volume Split NOTE: Sum of all equals 100%. E.g. Small Hoardings in Karachi are 21% of the overall universe of top 5 cities
  14. 14. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015 0% 0% 0% 2% 0% 0% 0% 0% 0% 0% 0% 0% 2% 0% 1% 1% 0% 2% 0% 1% 0% 0% 1% 0% 11% 0% 3% 27% 1% 5% 0% 0% 0% 3% 0% 0%0% 1% 0% 14% 4% 9% 0% 0% 0% 1% 0% 0%0% 0% 0% 1% 1% 0% 0% 0% 0% 0% 0% 0% 1% 0% 0% 3% 0% 2% 0% 0% 0% 0% 0% 0% Bridge Branding Bus Shelters Gantry Large Hoardings Medium Hoardings Mega Structure Mopi Pylons/ Hi Marks Roundabout Branding Small Hoardings Trivision Underpass Branding Faisalabad Islamabad Karachi Lahore Multan Rawalpindi 165 22 609 73 227 1.860 1.2 168 8.1 5.113 Million Million Million Million Million Million Million Million Million Million Million Million In Million Value NOTE: Sum of all equals 100%. E.g. Large hoardings in Karachi are 27% of the overall universe of top 5 cities
  15. 15. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015
  16. 16. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015Copyrights reserved by Winning Solutions 2015  Apparel & Clothing brands were the top spender on OOH media in December followed by Telecom & then Biscuits at an estimated 162 million, 85 million and 35 million respectively.  Top 3 Clients dished out an approximate 131 million in December with Telenor spending 51 mil, Gul Ahmed 50.7 and Mondelez 29.7 million across top 5 cities of Pakistan.  Top 3 Brands Gul Ahmed with the value of 50.7 million, Dairy milk 29.7 million and Telenor spread amongst Talkshawk and 3G branding  Gul Ahmed and Khaddi were top slot spenders of the apparel category in December amounting to more than half the spent of the category.  Mondelez was the major spender in confectionary with the branding of over 90% of the spent in the category.  Telenor led the way in Telcos branding followed by Mobilink with quarter of the spent as compared to Telenor.  Unilever & P&G were neck to neck in the outdoor spending with approximately 19 and 18 million of spending in December.
  17. 17. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015 15% Total Category Spent: 757 million In million Share of Spend 42% 11% 5% 4% 3% 3% 3% 2% 2% 2% To Let Apparel Telecom Real Estate Education Fast Food Hand wash Skin Care Ghee & Cooking… Biscuits & Cakes Share of Space In Million 482 162 84 35 35 33 31. 9 30 27 25 39% 13% 7% 3% 3% 3% 3% 2% 2% 2% To Let Apparel Telecom Biscuits & Cakes Real Estate Fast Food Hand wash Confectionary Mobile Phones Ketchup and Sauces
  18. 18. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015 482 66 51.3 50.7 29.7 23.8 23.5 19.8 19 39% 5% 4% 4% 2% 2% 2% 2% 2% 1% To Let Others Telenor Gul Ahmed Mondelz Khaadi Shezan Intl. EBM Unilever Pakistan Ltd Procter & Gamble 18.3 In million Share of Spend 42% 9% 3% 3% 1% 1% 1% 1% 1% 1% To Let Others Telenor Gul Ahmed Hashim Tajir Mondelz Khaadi EBM Unilever Pakistan Ltd Shezan Intl. Share of Space In Million Total Client Spent: 757 million
  19. 19. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015 482 50.7 29.7 27 23.8 23.5 21.5 15.9 12.7 12.5 39% 4% 2% 2% 2% 2% 2% 1% 1% 1% To Let Gul Ahmed/Ideas Dairy Milk chocolate Telenor Khaadi Shezan Ketchup Talk shalk Gluco Biscuit Mobilink Brite 42% 3% 1% 1% 1% 1% 1% 1% 1% 1% To Let Gul Ahmed/Ideas Telenor Tibet Soap Dairy Milk chocolate Khaadi Pizza Hutt Talk shalk Shezan Ketchup Gluco Biscuit Total Brands Spent: 757 million In million Share of Spend Share of Space In Million
  20. 20. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015
  21. 21. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015 45% 10% 7% 4% 3% 3% 3% 2% 2% 2% 284 64.9 45.2 45.2 21.9 18.2 17 14.3 11.3 9.5 284 19.5 45% 3% 3% 3% 2% 2% 2% 1% 1% 1% 17.9 15.9 10.2 10 9.8 9.5 8.4 7.5 284 33.9 22.5 19.5 45% 5% 4% 3% 3% 2% 2% 2% 2% 2% 17.8 14.2 11.6 10.5 10.2 9.8 In Million Category Clients In Million Brands In Million Total Media Spent: 356 million (46%)
  22. 22. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015 32% 7% 5% 3% 3% 3% 2% 2% 2% 2% 32% 19% 6% 4% 3% 3% 3% 2% 2% 2% 32% 7% 3% 3% 2% 2% 2% 2% 1% 1% To Let Gul Ahmed Khaadi Dairy Milk Shezan Ketchup Mobilink Telenor Gluco Biscuit Big deal Mcdonal Warda 116 116 23.3 15.2 11.6 11 9.3 8.4 7.6 7 115.8 25.3 11.9 11 8.9 7 6.5 5.8 5.3 5.1 115.8 25.3 18.5 11.9 11 10.3 8.9 7 6.8 6 In Million Category Clients In Million Brands In Million Total Media Spent: 251 million (33%)
  23. 23. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015 43% 10% 8% 5% 2% 2% 2% 2% 2% 2% In million 34.2 1.6 1.6 1.5 1.4 1.2 1.2 43% 2% 2% 2% 2% 2% 2% 2% 1% 1% To Let Capital builders Tapal Tezdam Green City Bonanza Gul Ahmed Khaadi Grace Land Telenor 3G Charji 1.1 1.1 1 34.2 6.7 1.6 1.6 1.4 1.2 1.2 1.2 1.2 1.1 34.2 8.3 6 4.3 1.7 1.6 1.6 1.4 1.4 1.4 In Million Category Clients In Million Brands In Million 43% 8% 2% 2% 2% 2% 2% 2% 2% 2% Total Media Spent: 44 million (6%)
  24. 24. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015 29% 13% 12% 8% 4% 3% 3% 3% 2% 2% 29% 14 % 3% 3% 3% 3% 2% 2% 2% 2% 29% 5% 3% 3% 3% 2% 2% 2% 2% 2% In million 29.1 12.8 12 7.6 3.8 3.3 3.1 2.8 2.5 2.3 29.6 4.9 3.3 3 2.7 2.2 2 1.9 1.8 1.7 29.1 14 3.3 3.1 3 2.7 2.2 2.2 2 1.6 In Million Category Clients In Million Brands In Million Total Media Spent: 76 million (10%)
  25. 25. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015 9% 7% 4% 4% 3% 3% 2% 23% 17% 3% 7% 5% 5% 3% 3% 2% 2% 2% 2% 23% 23% 7% 4% 3% 3% 2% 2% 2% 2% 2% In million 8.3 6.3 3.1 2.5 1.4 1.3 1.2 0.9 0.9 0.8 8.3 2.4 1.8 1.8 1 1 0.8 0.8 0.8 0.7 8.3 2.4 1.3 1 1 0.8 0.8 0.8 0.7 0.6 In Million Category Clients In Million Brands In Million Total Media Spent: 27 million (3%)
  26. 26. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015 39% 3% 3% 2% 2% 2% 2% 1% 1% 1% 39% 10% 8% 7% 3% 2% 2% 2% 2% 2% 39% 11% 4% 3% 3% 2% 2% 2% 2% 1% In million 100 0.7 0.6 0.6 0.5 0.5 0.4 0.3 0.3 0.3 100 2.7 0.9 0.8 0.6 0.6 0.5 0.4 0.3 0.3 100 2.4 1.9 1.6 0.7 0.6 0.5 0.5 0.5 0.5 In Million Category Clients In Million Brands In Million Total Media Spent: 15 million (2%)
  27. 27. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015
  28. 28. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015 40% 12% 6% 4% 3% 3% 2% 2% 2% 2% To Let Apparel Telecom Real Estate Biscuits & Cakes Fast Food Ghee & Cooking Oil Mobile Phones Skin Care Hand wash 357,000 58,000 57,000 52,00073,000101,000 63,00074,000 175,000 1.1 million Category SOF = 1.7 Mill Sq Ft
  29. 29. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015 40% 7% 4% 4% 2% 2% 1% 1% 1% 1% 1% To Let Other Telenor Gul Ahmed Khaadi EBM Shezan International Unilever Pakistan Ltd Procter & Gamble Mondelz Alkaram Textile Ltd. 206,000 33,000 32,000 29,000 26,00047,000 107,000 34,00048,500 112,000 1.1 Million Clients SOF = 1.7 Mill Sq Ft
  30. 30. Copyright Winning Solutions 2014 Copyrights reserved by Winning Solutions 2015 40% 4% 2% 2% 2% 1% 1% 1% 1% 1% To Let Gul Ahmed/Ideas Telenor Khaadi Talk shalk Gluco Biscuit Shezan Ketchup Dairy Milk chocolate Alkaram/ Alkaram Studio Amna Ismail 0.10 0.029 0.026 0.0230.041 0.048 0.0320.045 0.058 1.1 Brands SOF = 1.7 Mill Sq Ft
  31. 31. Copyright Winning Solutions 2014 Copyrights reserved by 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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