Winning Solutions launched the first advertising expense tracking for the out of home industry in Pakistan, addressing the lack of credible data in this sector. The 2015 outdoor advertising market was valued at PKR 18 billion, with PKR 11.8 billion attributed to actual advertising spent, predominantly in Karachi and Lahore. Key sectors included fashion, telecom, and fast food, with the top three clients accounting for 9% of total advertising expenditure.

2. • Advertising expense tracking specific to Out of Home industry was launched for the first time in Pakistan by
Winning Solutions.
• Winning Solutions is a market research expert 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 Ad-ex, and we enhanced
the scope since census was done in May 2014.

3. • We covered over 4900 permanent sites covering almost 145 main arteries across top 5 cities of Pakistan.
• All the sites are covered twice in a month (once every fortnight) to ensure that we have covered the full month display
period twice.
• Data is 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.
• In 2016 we are including a newly introduced OOH medium “LED Screens” data collection in Ad-Ex.
• Further we are expanding Ad-Ex in next five cities which are; Peshawar, Gujranwala, Sialkot, Hyderabad & Sukkur in
2016

4. • An estimated value of 11 Billion is advertised in 2015 which is 65% of the total value of outdoor Industry.
• Karachi holds approximately half of the value in outdoor market and contributed 46% to the
advertised spent.
• Large Hoardings were the most frequently used medium for advertising and holds 46% of the advertising spent
followed by Mega structures.
• Top 10 categories holds more than half of the share in annual advertised value.
• Fashion & Lifestyle, Telecom & Fast Food/ Restaurants were the top 3 categories with spent of 3.6 Billion.
• Top 3 clients spent 1.1 Billion and holds 9% of the share in 2015.

5. AD-EX:

6. 1.5 Bil
1.6 Bil
1.57 Bil
1.4 Bil
1.5 Bil
1.49 Bil
1.5 Bil
898 Mil
1.08 Bil
1.05 Bil
971 Mil
866 Mil
963 Mil
889 Mil
1.01 Bil
1.6 Billion
866 Million
Overall Value of
OOH Media
Advertised Value of
OOH Media
Above mentioned graph shows the monthly breakdown for OOH media based on their Overall and Advertised Values.
65% of the total value of outdoor market was used for advertising in 2015 whereas 35% remained vacant.

7. Advertised Boards
Vacant Boards
59%
67% 70%
58% 59% 67%
41%
33% 30%
42% 41%
33%
Above mentioned graph shows the monthly breakdown for OOH media based on Advertised and Vacant Boards.
65% of total boards with the projected value of 11.8 Billion was used for branding whereas 6.4 Billion remained vacant in
2015.
Karachi holds 47% Share in OOH media market whereas Lahore holds 30% share in Advertised spent.

8. Total Industry Share of
Spend
Annual Value of
Outdoor Media in
2015:
PKR. 18 Billion
Advertised Share of
Spend
Annual Advertised Value of
Outdoor Media in 2015:
PKR. 11.8 Billion

10. Top 5 Clients & their
Brands
975
1,044
1,104
1,315
1,616
1,648
1,865
2,810
2,962
5,840
332 Mil
335 Mil
430 Mil
444 Mil
462 Mil
469 Mil
469 Mil
730 Mil
824 Mil
2.2 Bil
2.2 Bil
975
1,044
1,104
1,315
1,616
1,648
1,865
2,810
2,962
5,840
332 Mil
335 Mil
430 Mil
444 Mil
462 Mil
469 Mil
469 Mil
730 Mil
824 Mil
2.2 Bil
Total Category
Value:
PKR. 11.8 Billion
Top 10 categories contribute 58% to the advertised value.
Space

11. For Detailed Version of Ad-Ex Annual Report & Subscription Contact:
Farnaz Ghufran farnaz.ghufran@winningsolutions.com.pk
Resident Head Karachi 0333-3456348
M. Tanveer Ahmed tanveer.ahmed@winningsolutions.com.pk
Assistant Manager 0345-8591454