OOH Media AdEx Report Feb 2015

Copyright Winning Solutions 2014

Karachi Lahore Islamabad/Rawalpindi Faisalabad Multan

Copyright Winning Solutions 2014Copyrights reserved by Winning Solutions 2015

Advertising expense tracking specific to Out of Home industry has been launched for the first time in Pakistan.

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.

Adex quality was monitored with Winning Solutions specialized tracking system “WS-Tracker” & data collection

software “WS-Activision”.


We have covered over 5000 permanent sites 4000+ pole signs 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.


Copyright Winning Solutions 2014Copyrights reserved by Winning Solutions 2015Copyrights reserved by Winning Solutions 2015

City No. of Roads Total BoardsPole Sign Volume

Total Volume Total Average ValueMost Common OOH

Medium

Karachi 40 2478 2081 4559 790,227,306 Small Hoardings (20x10)

Lahore 28 737 142 879 430,872,206 Large Hoardings 60x20)

Islamabad 27 363 1009 1372 89,035,855 Pylons/High marks

Rawalpindi 9 604 493 1097 188,269,731 Small Hoardings (20x10)

Faisalabad 21 320 780 1100 69,831,814 Large Hoardings 60x20)

Multan 20 542 - 542 39,215,500 Small Hoardings (20x10)

Total 145 5043 4505 9549 1,607,452,412

Total no. of boards count in TOP 5 cities is recorded to be 5043.

Pole Signs were also covered in February round and Karachi has the highest number of Pole signs whereas Lahore has the least.

Karachi holds around 49% market for OOH Media advertisements.

Highest number of boards are Small Hoardings (20x10) in terms of volume followed by Large Hoardings (60x20) .


62% of the total boards with the projected value of 993 million was used for branding where as 38% of the boards with the value of 614 million remained

vacant in February.

Karachi holds the major share in OOH Media market, In February 56% of the space with the estimated value of 457 million was used

for branding whereas 44% of the space with the value of 333 million remained unused.

43% of the boards with the value of 139 million were vacant where as 57% boards with the value of 291 million were occupied and large Hoardings

(60x20) was the most frequently used medium in Lahore.

Boards Vacant Boards Advertised

Volume % Value % Volume % Value %

Karachi 44% 42% 56% 58%

Lahore 43% 32% 57% 68%

Islamabad 31% 33% 69% 67%

Rawalpindi 47% 45% 53% 55%

Faisalabad 19% 19% 81% 81%

Multan 37% 39% 63% 61%


In Karachi pole signs with the projected value of 13.6 million were used for branding followed by Islamabad which holds the 2nd largest share in pole

signs, valuing 9.5 million was used in February.

In Faisalabad pole signs with the value of 3.8 million were used for branding whereas in Lahore pole sign with the value of 1.6 million remained

vacant for branding in the month of February.

Pole Signs Vacant Pole Signs Advertised

Volume % Value % Volume % Value %

Karachi 46% 43% 54% 57%

Lahore 100% 100% 0% 0%

Islamabad 45% 47% 55% 53%

Rawalpindi 74% 71% 26% 29%

Faisalabad 0% 0% 100% 100%

Multan - - - -


Karachi leads the market and holds 49% of OOH Media Advertisements.

Whereas Lahore contributes 15% to volume but has 27% of the Value in OOH.

Total Volume: 5043

City Volume

Total Value: Rs. 1,607,452,412

City Value split

Karachi49%

Lahore15%

Rawalpindi12%

Multan11%

Islamabad7%

Faisalabad6%

Karachi49%

Lahore27%

Rawalpindi12%

Islmabad6%

Faisalabad4%

Multan2%


Karachi holds the 46% of Pole signs whereas followed by Islamabad with 22% and Faisalabad with 17%.

So far Multan has no advertised Pole signs were recorded in the month of February.

Total Volume: 4505

City Volume

Total Value: Rs. 44,538,840

City Value split

Karachi 46%

Islamabad 22%

Faisalabad17%

Rawalpindi11%

Lahore3%

Karachi54%

Islamabad25%

Faisalabad9%

Rawalpindi9%

Lahore4%


Above pie graph shows the percentage breakdown for OOH Media in all the mediums based on their volume & values

Total Volume: 5043

Total Value: Rs. 1,607,452,412

Medium Volume Medium Value Split

Small Hoarding

37%

Large Hoarding 31%

Medium Hoarding 7%

Bus Shelters6%

Mega Stuctures 6%

Pylons/ High Marks 6%

Bridge Branding

4%

Gantry1%

Large Hoardings

47%

Mega Structures16%

Bridge Branding12%

Small Hoardings12%

Medium Hoardings

6%

Gantry3%

Bus Shelters2%

Pylons1%

Underpass Branding

1%Trivision

1%


Share of Space

13%

52%

5% 2%

29%

5% 7%4%

10%

4%

8%5%

3%

49%

5%6% 6%

1%

33%

2%3%

43%

0.32%4%

0.27%

14%

2%

40%

18%

11%13%

1%

17%

22%

3%

58%

4%

1%

23%

4%

16%

51%

1%

Bridge Branding Bus Shelters Gantry Large Hoardings MediumHoardings

Mega Structure Small Hoardings UnderpassBranding

Pylons/Hi Marks Trivision

Faisalabad Islamabad Karachi Lahore Multan Rawalpindi


192 27 748 101 256 18845 22 0.9 8.2 14

Million Million Million Million Million Million Million Million Million Million Million

Share of Spend

1% 4%

77%

4% 4%

11%13%

2%

8%

22%

6%

19%

4% 5%

11% 9%

21%

1% 4%

52%

1%6%

11%

1% 1% 0.11%1% 3% 1%

44%

15%

30%

6%

31%25%

9%

35%

5%1%

34%

5%

30%25%

1%

BridgeBranding

Bus Shelters Gantry LargeHoardings

MediumHoardings

Mega Structure SmallHoardings

UnderpassBranding

Pylons/HiMarks

RoundaboutBranding

Trivision

Faisalabad Islamabad Karachi Lahore Multan Rawalpindi



Fashion brands were the top spender on OOH media in January followed by Telecom & then Confectionary at an estimated 158 million, 98

million and 60 million respectively.

Top 3 Clients dished out an approximate 122 million in February with Mondelez spending 45 mil, Pepsi Co 39 and Gul

Ahmed 38 million across top 5 cities of Pakistan.

Top 3 Brands: Dairy Milk with the value of 44 million, GulAhmed with the value of 38 million, J. (J Dot) with 29 Million

Gul Ahmed and Junaid Jamshed were top slot spenders of the fashion category in February.

Mondelez was the major spender in confectionary with the branding of over 73% of the spent in the category.

Telenor led the way in Telcos branding with 34 Million spend followed by Warid spending around 22 Million.

Unilever & P&G spent approximately 32 and 18 million in respectively in February.


614

158

98

60

56

55.7

49.7

44.5

37

35.9

Total Category Value:993 million

In million

Share of Spend

Share of Space

41%

8%

5%4%

4%

2%

2%

2%

2%

2%

TO LET

Fashion

Real…

Education

Telecom

Fast Food/…

Mobile Phones

Tea & Coffee

Confectionary

Biscuits & Cakes

38%

10%

6%

4%

3%

3%

3%

3%

2%

2%

TO LET

Fashion

Telecom

Confectionary

Real…

Mobile Phones

Biscuits & Cakes

CSD

Fast Food/…

Laundry / wash


38%

614

83.844.5

39 38

33.833.8

31.8 29.7 22

In million

Share of Spend

Share of Space

Total Clients Value: 993 million

41%

9%

2%

2%

2%

2%

1%

1%

1%

1%

To let

Other

Gul Ahmed…

Pepsi Co Pakistan

Unilever Pakistan…

Mohammad…

Junaid Jamshed…

Mondelz

LU-Continental…

Eastern…

5% 3%2% 2%

2%2% 2% 2% 1%


38%

41%

2%

1% 1% 1%1% 1% 1% 1% 1%614

4429

37.723.3 21.6

21.5

3% 2%2% 1% 1%

1% 1% 1% 1%

21.3 20.7 18

Total Brands Value: 993 million

In million

Share of Spend

Share of Space


16.3

7.1

3.7

3.4

2.7

2.5

1.8

1.2

1

0.9

Total Category Value28 million

In million

Share of Spend

Share of Space

35%

15%

14%

6%

6%

5%

2%

2%

2%

2%

To Let

CSD

Telecom

Confectionery

Fashion

Real State

Mobile Phone

Beauty Saloon

Educational

Laundary

37%

16%

8%

8%

6%

6%

4%

3%

2%

2%

To Let

Telecom

Confectionery

CSD

Fashion

Real State

Mobile Phone

Laundary

Beauty Saloon

Educational


16.3

5.7

3.4 3.1 2.3 1.4 1.2 1 0.8 0.8

In million

Share of Spend

Share of Space

Total Clients Value: 28 million

35%

15%

11%

5%

5%

2%

2%

2%

2%

2%

To Let

Pepsi

Zong

Mondelez

Other

Mah Rose

Unilever

Medicam

Rivo Mobile

Ap Tech

37%

13%

8%7% 5% 3% 3% 2% 2% 2%

To Let Zong Pepsi Mondelez Other Qmobile Unilever Mah Rose RivoMobile

GulAhmedTextile


16.3

5.1 3.4 3.11.4 1.2

1.2 1.1 0.8 0.8

Total Brands Value: 28 million

In million

Share of Spend

Share of Space35%

15%

10% 5% 3%2% 2% 2% 2% 2%

To Let Pepsi zong 4G Dairy MilkBubbly

Green City GulbergGreen

Surf Excel Italino Rivo Mobile Ap Tech37%

12% 8% 7%3% 3%

3%2% 2% 2%

To Let zong 4G Pepsi Dairy MilkBubbly

Q i7 Green City Surf Excel Gulberg Green Rivo Mobile Gul Ahmed



343

6746

40.7

34

26

25

22.620

17

343

35.9

18.8 18.9

16.9 10.7 10

10 9.6 9.1

343

3622.7

2221.7

19

18.816

13.512

In Million

Category Clients

In Million

Brands

In Million

42%

8%

6%

5% 4% 3% 3% 3%3% 2%

42%

4% 3% 3%3%

2% 2% 2% 2% 2%

To let MondelzUnilever LU (CBL) Other JunaidJamshed

GulAhmed

Pepsi EnglishBiscuit(EBM)

Telenor

42%

4% 2% 2% 2% 1% 1% 1% 1% 1%

To let DairyMilk

GulAhmed

JunaidJamshid

Surf Excel Telenor3G

PizzaHutt

BakeriBiscuit

Mobilink Pantene


141

57.5

30

25.4

19

14.5

11

10.7

10.7

10.4

140

14

10.7

9.7

9.3

9.1

9

8.6

7.4

7.3

141

22.5 14

11.5

10.9

9.7

9.5

9.4

9

8.7

In Million

Category Clients

In Million

Brands

In Million

33%

13%

7%

6% 4% 3% 3% 2% 2% 2%

33%

5% 3%3%

3%2%

2% 2% 2% 2%

33%

3% 2%

2% 2% 2% 2% 2% 2% 2%


In million

87

4.7

3.7

3.5

2.6

2.6

2.4

1.9

1.8

1.7

87

18.6

6.1

5

3.5

2.8

2.7

2.6

2.6

1.9

87

18.4

16

13

3.9

3.7

3.7

3.5

2.8

2.8

In Million

Category Clients

In Million

Brands

In Million

45%

10%8%

7%

2%2% 2%

2% 2% 1%

45%

10%

3% 3%

2%2% 1% 1% 1%

1%

45%

2% 2% 2%1%

1% 1% 1% 1%1%

To let Telenor MountainDew

Mobilink Prince Bonanza BahriaTown

PolioCampaign

Capitalsquare

builders

Khaadi


31%In million

31

14.4 11

103.4

2.8

2.6

2.6

2

1.9

31

3.5

3.5

2.6

2.1

2

2

1.9

1.9

1.8

31

8.8

3.5

2.6

2.6

2.6

2.6

2

1.9

1.8

In Million

Category Clients

In Million

Brands

In Million

31%

31%

14% 11%

10%

3%3% 3% 3%

2% 2%

9%

4%3% 3%

3%3% 2% 2% 2%

To let Other Warid Nestle Telenor Pepsi Co GulAhmed

Warda Capitalsquare

builders

Unilever

31%

4%

4%3% 2% 2%

2% 2% 2%2%

To let GreenCity

WaridGlow

NestleMilkpak

GulAhmed

RoyalBeatuySaloon

PepsiCola

Capitalsquare

builders

JunaidJamshid

SurfExcel


In million

13

7.6

7.66.4

4.8

4.6

2.2

1.8

1.8

1.8

13

6

5.9

4.5

1.8

1.8

1.5

1.4

1.4

1.4

13

4.4

2.2

1.7

1.5

1.4

1.4

1.4

1.3

1.3

In Million

Category Clients

In Million

Brands

In Million

18%

10%

10%

9%

7% 6% 3% 3%3%

2%

18%

8%8%

6% 3%2% 2%

2% 2% 2%

18%

6%

3%2% 2% 2% 2% 2% 2% 2%


In million

15.4

1.6

0.9

0.8

0.7

0.6

0.6

0.5

0.5

0.5

15.4

6

1.3

0.9

0.8

0.8

0.8

0.7

0.7

0.6

15.4

3.3

2

2

2

1.8

1.2

1.1

1.1

1.1

In Million

Category Clients

In Million

Brands

In Million

39%39%

8%6%

6%6%

5% 3% 3% 3% 3%

16%

4%2%

2% 2% 2%2% 2% 2%

39%

4%

2%2% 2% 2% 2% 1%

1%1%



382,578

88,437 77,799 76,139148,840170,71198,908160,453

250,185

1.3 million

CategoryCategory Total Sq. ft.

2,365,599

37%

10%7%

5% 4%4% 3% 2% 2% 2%

TO LET Fashion Telecom Mobile Phones Real Estate CSD Biscuits & Cakes Ghee & CookingOil

Confectionary Fast Food/Resturants


241,461

62,049 55,885 53,51277,06495,119

63,57489,751

103,280

1.3 Million

ClientsClient Total Sq. ft.

2,365,599

37%

6%3%

3%2% 2%

2% 2% 1% 1%

To let Others Pepsi Co Pakistan Junaid JamshedPvt Ltd

Gul AhmedTextile Mills Ltd

Telenor Mondelz LU-ContinentalBiscuits Limited

(CBL)

Mobilink/OrascomTelecom

Unilever PakistanLtd


95,119

50,050 38,322 36,64055,722

76,48654,88573,374

89,751

1.3 Million

BrandsBrands Total Sq. ft.

2,365,599

37%

3%

2%2% 2%

1% 1% 1% 1% 1%

To let Junaid Jamshid GulAhmed/Ideas

Pepsi Cola Dairy Milkchocolate

Rivo Mobile Mobilink Alkaram/Alkaram Studio

Warid Glow Pantene


For Details or Subscription Contact:

Syed Ali Moazzam [email protected] 0345-8591450

Farnaz Ghufran [email protected] Head Karachi 0345-8591465

M. Tanveer Ahmed [email protected] Research Executive 0345-8591454

Business

OOH Media AdEx Report Feb 2015