OOH Media AdEx Report Feb 2015

Copyright Winning Solutions 2014
Karachi Lahore Islamabad/Rawalpindi Faisalabad Multan

Copyrights 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.

Copyrights reserved by Winning Solutions 2015Copyrights reserved by Winning Solutions 2015
City No. of Roads Total Boards
Pole Sign
Volume
Total Volume Total Average Value
Most 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
Karachi
49%
Lahore
15%
Rawalpindi
12%
Multan
11%
Islamabad
7%
Faisalabad
6%
Karachi
49%
Lahore
27%
Rawalpindi
12%
Islmabad
6%
Faisalabad
4%
Multan
2%

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%
Faisalabad
17%
Rawalpindi
11%
Lahore
3%
Karachi
54%
Islamabad
25%
Faisalabad
9%
Rawalpindi
9%
Lahore
4%

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 Shelters
6%
Mega Stuctures
6%
Pylons/ High
Marks 6%
Bridge
Branding
4%
Gantry
1%
Large
Hoardings
47%
Mega Structures
16%
Bridge Branding
12%
Small Hoardings
12%
Medium
Hoardings
6%
Gantry
3%
Bus Shelters
2%
Pylons
1%
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 Medium
Hoardings
Mega Structure Small Hoardings Underpass
Branding
Pylons/Hi Marks Trivision
Faisalabad Islamabad Karachi Lahore Multan Rawalpindi

192 27 748 101 256 18845 22 0.9 8.214
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%
Bridge
Branding
Bus Shelters Gantry Large
Hoardings
Medium
Hoardings
Mega Structure Small
Hoardings
Underpass
Branding
Pylons/Hi
Marks
Roundabout
Branding
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
83.8
44.5
39 38
33.8
33.8
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
44
29
37.7
23.3 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 Value
28 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 Rivo
Mobile
Gul
Ahmed
Textile

16.3
5.1 3.4 3.1
1.4 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 Milk
Bubbly
Green City Gulberg
Green
Surf Excel Italino Rivo Mobile Ap Tech
37%
12% 8% 7%
3% 3%
3% 2% 2% 2%
To Let zong 4G Pepsi Dairy Milk
Bubbly
Q i7 Green City Surf Excel Gulberg Green Rivo Mobile Gul Ahmed

343
67
46
40.7
34
26
25
22.6
20
17
343
35.9
18.8 18.9
16.9 10.7 10
10 9.6 9.1
343
36
22.7
22
21.7
19
18.8
16
13.5
12
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 Junaid
Jamshed
Gul
Ahmed
Pepsi English
Biscuit
(EBM)
Telenor
42%
4% 2% 2% 2% 1% 1% 1% 1% 1%
To let Dairy
Milk
Gul
Ahmed
Junaid
Jamshid
Surf Excel Telenor
3G
Pizza
Hutt
Bakeri
Biscuit
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 Mountain
Dew
Mobilink Prince Bonanza Bahria
Town
Polio
Campaign
Capital
square
builders
Khaadi

31%
In million
31
14.4 11
10
3.4
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 TelenorPepsi Co Gul
Ahmed
Warda Capital
square
builders
Unilever
31%
4%
4%
3% 2% 2%
2% 2% 2%
2%
To let Green
City
Warid
Glow
Nestle
Milkpak
Gul
Ahmed
Royal
Beatuy
Saloon
Pepsi
Cola
Capital
square
builders
Junaid
Jamshid
Surf
Excel

In million
13
7.6
7.6
6.4
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 76,139148,840170,711
98,908160,453
250,185
1.3 million
Category
Category 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 & Cooking
Oil
Confectionary Fast Food/
Resturants

241,461
62,049 55,885 53,51277,064
95,119
63,57489,751
103,280
1.3 Million
Clients
Client Total Sq. ft.
2,365,599
37%
6%
3%
3%
2% 2%
2% 2% 1% 1%
To let Others Pepsi Co Pakistan Junaid Jamshed
Pvt Ltd
Gul Ahmed
Textile Mills Ltd
Telenor Mondelz LU-Continental
Biscuits Limited
(CBL)
Mobilink/
Orascom
Telecom
Unilever Pakistan
Ltd

95,119
50,050 38,322 36,64055,722
76,486
54,88573,374
89,751
1.3 Million
Brands
Brands Total Sq. ft.
2,365,599
37%
3%
2%
2% 2%
1% 1% 1% 1% 1%
To let Junaid Jamshid Gul
Ahmed/Ideas
Pepsi Cola Dairy Milk
chocolate
Rivo Mobile Mobilink Alkaram/
Alkaram Studio
Warid Glow Pantene

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

OOH Media AdEx Report Feb 2015

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