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OOH Research – Pakistan

The objective of the research was to understand the importance of OOH advertising compared to other advertising mediums and what kind of OOH media creates the highest impact. The research covered 1350 male and female respondents aged 12 plus across these 5 cities.

The sample and questionnaire was reviewed and endorsed by major advertisers as well as Pakistan Advertiser Society. For more details and subscription fee please send your queries to Syed Ali Moazzam

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OOH Research – Pakistan

  1. 1. brief OOH Research – Pakistan (Top 5 cities) Confidential and Proprietary
  2. 2. OOH Research (General Brief) General Brief: • Conducted By: This research is conducted by Winning Solutions. • Sample Selection: OOH Research was conducted in top 5 cities of Pakistan (i.e. Karachi, Lahore, Islamabad/Rawalpindi, Faisalabad and Multan). • Sample Breakup: The results are based on 1334 individual interviews with a 50 50 breakup on gender. • Time Period: This information was gathered in the month of September (Specific dates: 13th September till 30th September). • Selection: The respondents were randomly selected through Kish Grid which is the most effective tool for random selection. • Sample Screening: The selection was screened on individuals 12 years in age and above. Confidential and Proprietary
  3. 3. OOH Research (Sample Breakup) Gender City Total Sample Male Female Karachi Lahore Islamabad Rawalpindi Faisalabad Multan 1334 671 663 475 327 78 147 154 153 100% 50% 50% 36% 25% 6% 11% 12% 11% Confidential and Proprietary
  4. 4. Understanding OOH Advertisement Research Findings Confidential and Proprietary
  5. 5. Travelling Habits (Time Spent Outdoor) Total Karachi Lahore 4.69 5.00 4.68 Islamabad Rawalpindi 6.03 3.50 Faisalabad Multan Male Female 4.52 4.44 6.97 2.40 Hours spent out of home 4-5 hrs a day 4-5 hrs a day 4-5 hrs a day 5-6 hrs a day 3-4 hrs a day Time Spent on the road commuting 65.2 67.3 30 min's - 1 hr 1-2 hrs 57.9 36.9 31.2 30 min's - 1 hr 30 min's - 1 hr 30 min's - 1 hr 4-5 hrs a day 3-4 hrs a 6-7 hrs a day 1-2 hrs a day day 75.6 110.7 87.1 43.0 1-2 hrs 1-2 hrs 1-2 hrs 30 min's - 1 hr • Time Out of Home: On average 5 hours are spent outside home, 2.4 by Female and 7 hours by males • Commuting Trend: Men are spending on average more time on the road (87 mins) as opposed to females (47 mins) • Time On Road: People in Multan, Faisalabad and Karachi are spending the most time on the road travelling. Confidential and Proprietary
  6. 6. Mode Of Transportation & Activities on Road Total Modes of Transport Mode of Transport: Motorcycle 48.4% • Majority (48%) use Motorcycle as their basic mode of transportation • Personal Vehicles attribute to a small 6.2% On foot 28.1% Public transport (Vans, Rickshaws, Taxi, Bus) 13.1% Personal Vehicle 6.2% Cycle 4.1% Activities on Road: • “Looking at billboards” is The major activity (60%) people do while travelling. • Another 42% look outside window and can have passive viewership of billboards. • Next most engaging medium is using mobile (39%) 60% 42% 39% 30% 28% 19% 15% 8% Looking at billboards Looking outside the window Using cell phone concentrate on my Having a meal on Listening to Music driving route Talking to friends/family Confidential and Proprietary Catching up on Sleep 6% 2% Listening to Radio using social media on my phone
  7. 7. OOH as Medium of Advertising (Compared to other mediums) Awareness of different Mediums 98% OOH advertisements have second highest awareness level after TV with 78% respondents saying they are aware of this advertising medium. 78% 34% TV Channels Out of Home Newspaper Advertising 30% Word of mouth 21% 21% 19% Radio Ads Magazines Online Ads Most Recall Recall longest duration of time TV Channels 87% 74% Out of Home Advertising 67% 19% Word of mouth 29% 2% Newspaper 24% 2% Online Ads 15% 2% Magazines 14% 0% Radio Ads 11% 1% Modes of Advertisement OOH ad’s is the second highest for recall generating mediums, 67% believe that it creates most recall. 19% of top 5 city dwellers feel that recall generated by OOH has the longest duration of recall. Confidential and Proprietary
  8. 8. OOH as Medium of Advertising (Compared to other mediums) Out of Home is the Least irritating mode of advertisement while TV is the most irritating. Modes of Advertisement TV Channels Radio Ads Newspaper Magazines Online Ads Out of Home Ad's Most Irritating Advertisemnts 47% More than three quarters of the respondents (79%) mentioned that they will have a positive purchase intent for a product advertised through an OOH medium Probability of purchase from OOH %age 42% Definitely will buy 37% May or may not buy 16% Probably will buy 18% Probably wont buy 2% Definitely wont buy 1% 13% 9% 8% 7% Confidential and Proprietary
  9. 9. Contact Details (Winning Solutions) In order to learn more about OOH advertising and it’s impact please subscribe to our latest OOH research in top 5 cities of Pakistan. Subscription Charges: Rs 100,000 for PAS Non Members Rs 75,000 for PAS Member (25% Discount) Contact Details: Syed Ali Moazzam (Director Business Development) Cell # +92-301-8540177 Email: Bakar Hassan (Senior Research Executive) Cell # +92-345-8591455 Email: Confidential and Proprietary