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. Analysis by: Winning Solutions

1. Karachi Lahore Islamabad/Rawalpindi Faisalabad Multan
OOH MEDIA ADVERTISING EXPENSE
JULY’15 REPORT
AD-EX Copy rights reserved by Winning Solutions

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 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.

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 We have covered over 4500 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.
 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.

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5. Total Volume: 4730
City Volume
Total Value: Rs. 1,462,586,621
City Value split
Karachi leads the market and holds 48% of OOH Media Advertisements.
Whereas Lahore contributes 15% to volume but has 27% of the Value in OOH
Karachi
48%
Lahore
15%
Rawalpindi
13%
Multan
9%
Islamabad
8%
Faisalabad
6%
Karachi
49%
Lahore
27%
Rawalpindi
10%
Islamabad
6%
Faisalabad
5%
Multan
2%

6. Total Volume: 4479
City Volume
Total Value: Rs. 45,496,840
City Value split
Karachi leads the market and holds 44% of OOH Pole signs Advertisements.
Whereas Islamabad contributes 22% to volume but has 28% of the Value in Pole Sign.
Karachi
44%
Islamabad
22%
Faisalabad
19%
Rawalpindi
10%
Lahore
3%
Multan
3%
Karachi
49%
Islamabad
28%
Faisalabad
9%
Rawalpindi
8%
Lahore
4%
Multan
1%

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Total Volume: 4730
Medium Volume
Total Value: Rs. 1,462,586,621
Medium Value split
Above pie graph shows the percentage breakdown for OOH Media in all the mediums based on
their volume & values
Large
Hoardings
46%
Mega
Structures
13%
Small
Hoardings
12%
Bridge
Branding
11%
Medium
Hoardings
8%
Gantry
3%
Bus
Shelters
3%
Pylons/
Hughmarks
2%
Underpass
Branding
1%
Trivision
1%
0.23%
Small
Hoardings
35%
Large
Hoardings
31%
Medium
Hoardings
9%
Bus Shelters
7%
Pylons/
Highmarks
6%
Mega
Structures
5%
Bridge
Branding
4%
Gantry
2%
0.44% 0.40%
0.38%

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9. Copyrights reserved by Winning Solutions 2015

10.  The total number of Outdoor medium has dropped by 7% as compared to the 1st quarter of 2015.
 Fashion brands are yet again the top spender on OOH media in the month of July 2015 followed by Telecom & then Fast Food at an estimated
176 million, 69 million and 59 million respectively.
 Top 3 Clients spent an approximate of 81.5 million in July 2015 with Pepsi on top with 32 million, Gul Ahmed 26.9 million
and CM Pak 22 million across top 5 cities of Pakistan.
 Top 3 Brands Pepsi Cola with the value of 31 million, Gul Ahmed 26.9 million and Zong 4G 22 million.
 Gul Ahmed and Junaid Jamshed were top slot spenders of the fashion category.
 Pepsi was the major spender in CSD with the branding of over 76% of the spent in the category with the value of 31.8 million approximately.
 CM Pak Zong led the way in Telcos branding with 22 Million spend followed by Telenor & Mobilink spending around 31 Million.

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33%
12%
5%
4%
4%
3%
3%
3%
3%
2%
2%
TO LET
Fashion
Telecom
Fast Food
Real Estate
CSD
Mobile Phones
Electronic Media
Juices &…
Ghee & Cooking…
Charity/NGO
33%
10%
5%
4%
4%
3%
3%
3%
3%
2%
2%
TO LET
Fashion
Education
Real Estate
Fast Food
Tea & Coffee
Charity/NGO
Ghee & Cooking Oil
Telecom
Juices & Beverages
Mobile Phones
Share of Space
Share of Spend
Total Category Value:
PKR. 972 Million
176 Mil
69 Mil
59 Mil
51 Mil
41 Mil
39 Mil
37 Mil
36.7 Mil
36.3 Mil
33 Mil

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32%16%
15%
7%
4%
3%
3%
3%
3%
2%
2%
To Let
Telecom
Education
CSD
Fashion
Frozen Food
Beauty Salons
Frozen Desserts /…
Real…
Hair care
Fast Food/Resturant
32%
14%
14%
11%
5%
4%
3%
3%
2%
2%
2%
To Let
Education
CSD
Telecom
Hair care
Fashion
Real…
Beauty Salons
Frozen Desserts /…
Frozen Food
Fast Food/Resturant
Share of Space
Share of Spend
Total Category Value:
PKR. 31 Million
6.8 Mil
3 Mil
1.9 Mil
1.24 Mil
1.22 Mil
1.2 Mil
1.2 Mil
1 Mil
0.93 Mil
7 Mil

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33%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
To Let
Pepsi
Gul Ahmed
CM Pak Zong
Telenor
Engro Corp.
EBM
Shezan
National Foods
K&N's
J.
33%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
To Let
Hashim Tajir
Eastern Productions
Tapal
Gul Ahmed
Pepsi
Engro Corp.
UPL
J.
Sefam
K&N's
Share of Space
Share of Spend
Total Clients Value:
PKR. 972 Million
32 Mil
26 Mil
22 Mil
21.3 Mil
21.3 Mil
19.9 Mil
19 Mil
18.6 Mil
17 Mil
16 Mil

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32%
7%
4%
4%
3%
3%
3%
3%
3%
3%
2%
To Let
Pepsi
Q mobile
CM PAK ZONG
Samsung
National Foods
Mahrose
Sufi Food
Engro Corp.
Wishpering…
Medicam Group
32%14%
5%
3%
3%
3%
2%
2%
2%
2%
2%
To Let
Pepsi
Medicam Group
Q mobile
National Foods
Mahrose
Rivo Mobile
Wishpering pine…
Engro Corp.
Sufi Food
Froebel's
Share of Space
Share of Spend
Total Clients Value:
PKR. 31 Million
1.88 Mil
1.84 Mil
1.4 Mil
1.4 Mil
1.4 Mil
1.24 Mil
1.2 Mil
1 Mil
1 Mil
3 Mil

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Total Brand Value:
PKR. 972 Million
33%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
To Let
Pepsi Cola
Gul Ahmed
Zong 4G
National…
K&Ns Food
Olpers
Nan Khatai
Bareeze
Pizza Hut
Huawei Honor…
33%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
To Let
Vital Tea
Gul Ahmed
Hashmi Ispaghol
Pepsi Cola
Tapal Family Mixture
Bareeze
Al Khidmat Zakat
K&Ns Food
Zong 4G
Pizza Hut
Share of Space
Share of Spend
26.9 Mil
22 Mil
18.5 Mil
15.6 Mil
15.5 Mil
14.2 Mil
14.1 Mil
13.7 Mil
12.9 Mil
31 Mil

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Total Brand Value:
PKR. 31 Million
32%
7%
3%
3%
3%
3%
3%
3%
3%
2%
2%
To Let
Pepsi
Samsun…
Zong 4G
Green…
Omore…
Whispe…
MIUC
TMUC
Italiano
Rivo…
32%14%
5%
3%
2%
2%
2%
2%
2%
2%
2%
To Let
Pepsi
Italiano
Green City
MIUC
Rivo Mobile
Whisper Pine
Omore Kulfa
Linq Q mobile
TMUC
Ap Tech
Share of Space
Share of Spend
1.4 Mil
1.2 Mil
1.2Mil
1.2 Mil
1.1 Mil
1.1Mil
1.1 Mil
1 Mil
1 Mil
3 Mil

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Senior Research Executive 0345-8591454