OOH Media Advertising Ad Ex

Copyright Winning Solutions 2014

Karachi Lahore Islamabad/Rawalpindi Faisalabad Multan

Copyright Winning Solutions 2014

Our Vision

To be the market leader in giving value to our clients, the value generated through our best in class research services, innovative ideas, technology solutions, superior client servicing team and most importantly the value

for client’s money.

2

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

• Winning Solutions is a fast growing research company, managed & controlled by 28+

permanent and around 300 ad-hoc research professionals. Our combined international

market research experience is over 50 years

• We are a local research house with an international presence and vision, with quality

research products and solutions.

• Winning Solutions has been in the Outdoor tracking and monitoring business since 2012, we

have covered over 60 cities of Pakistan, over 12000 sites, and conducted over 120,000

tracking visits.

• Outdoor tracking and research is an integral part of the overall business portfolio being

primarily a market research and strategy specialists.

• Our other business expertise include, customized and tracking research and software

solutions with many blue chip companies as our satisfied clients.


Background

Methodology

Outdoor Media Outlook

Topline Results

City Exposure

Exposure by Medium

Category Manufacturer Brand Split

Copyright Winning Solutions 2014Copyrights reserved by Winning Solutions 2015

Winning Solutions; the market research experts since 2010 and have many firsts in Outdoor media research including

Census, OOH consumer research, ROI calculations and numerous tracking projects.

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

Solutions

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 sites across 150 main arteries in 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.

Current report is OOH boards specific and does not include Pole signs in it these shall be covered in Jan report

as data is currently being collected.

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.


City No. of Roads Total Boards Total Average Value Most Common OOH Medium

Karachi 42 2426 634,622,020 Small Hoardings (20x10)

Lahore 32 744 362,986,472 Large Hoardings 60x20)

Islamabad 27 371 101,731,677 Pylons/High marks

Rawalpindi 10 633 78,820,000 Small Hoardings (20x10)

Faisalabad 21 309 36,318,056 Large Hoardings 60x20)

Multan 20 537 25,432,500 Small Hoardings (20x10)

Total 152 5019 1,239,910,725

Total no. of boards count in TOP 5 cities is recorded to be 5019.

Pole Signs were not covered in December there count/value is not included in the above mentioned figures.

Karachi holds around 51% market for OOH Media advertisements.

Highest number of boards are Small Hoardings (20x10) in terms of volume .


58% of the total boards with the projected value of 757 million was used for branding where as 42% of the boards with the value of 482 million remained

vacant in December.

Karachi holds the major share in OOH Media market, In December 55% of the space with the estimated value of 349 million was used for branding

whereas 46% of the space with the value of 284 million remained unused.

45% of the boards with the value of 116 million were vacant where as 55% boards with the value of 246 million were occupied and large Hoardings

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

Vacant Advertised

Volume % Value % Volume % Value %

Karachi 46% 45% 54% 55%

Lahore 45% 32% 55% 68%

Islamabad 27% 29% 73% 21%

Rawalpindi 44% 43% 56% 57%

Faisalabad 24% 23% 76% 77%

Multan 36% 39% 64% 61%


In Islamabad boards with the projected value of 72 million were used for branding and Pylons/High marks were the

most common medium.

Rawalpindi holds the 3rd largest share in OOH Media market, 56% boards valuing 44 million

was used in December whereas Small Hoarding is the most used medium for branding in

Rawalpindi.

In Faisalabad & Multan boards with the value of 8 million & 10 million respectively remained vacant for branding in

December.


Karachi48%

Lahore15%

Rawalpindi13%

Multan11%

Islamabad7%

Faisalabad6%

Karachi51%

Lahore 29%

Islamabad8%

Rawalpindi6%

Multan3%

Faisalabad2%

Karachi leads the market and holds 48% of OOH Media Advertisements.

Whereas Lahore contributes 15% to volume but has 29% of the Value in OOH.

Total Volume: 5019

City Volume Split

Total Value: Rs. 1,239,910,725

City Value Split


Small Hoardings

37%

Large Hoardings

30%

Medium Hoardings

7%

Mega Structure

7%

Bus Shelters6%

Pylons/ Hi Marks

6%

Bridge Branding

4%

Gantry2% Mopi

1%

Trivision0%

Underpass Branding

0%

Roundabout Branding

0%

Large Hoardings

48%

Mega Structure

18%

Bridge Branding13%

Medium Hoardings

6%

Small Hoardings6%

Gantry5%

Bus Shelters2%

Pylons/ Hi Marks1%

Trivision1%

Underpass Branding

0%

Mopi0%

Roundabout Branding

0%

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

Total Volume: 5019

Total Value: Rs. 1,239,910,725

Medium Volume Split Medium Value Split


0%

1%

0%

3%

0%0% 0% 0% 0%

2%

0% 0%1%

1% 0% 1% 0%1% 0%

4%

0% 0% 0% 0%

3% 3%1%

16%

1%2%

1% 2%

0%

21%

0%

0%2%

0%

7%

2%

2%

0% 0% 0%

2%

0% 0%0%

0% 0% 1%

2%

0% 0% 0%0%

7%

0% 0%

1%

0% 0%

3%

0%

2%

0% 0%0%

6%

0%

0%

BridgeBranding

Bus Shelters Gantry LargeHoardings

MediumHoardings

MegaStructure

Mopi Pylons/ HiMarks

RoundaboutBranding

SmallHoardings

Trivision UnderpassBranding

Faisalabad Islamabad Karachi Lahore Multan Rawalpindi

Volume Split

NOTE: Sum of all equals 100%. E.g. Small Hoardings in Karachi are 21% of the overall universe of top 5 cities


0% 0% 0%

2%

0% 0% 0% 0% 0% 0% 0% 0%

2%0%

1% 1%0%

2%

0%1%

0% 0% 1% 0%

11%

0%

3%

27%

1%

5%

0% 0% 0%

3%

0% 0%0%1%

0%

14%

4%

9%

0% 0% 0%1%

0% 0%0% 0% 0%1% 1% 0% 0% 0% 0% 0% 0% 0%

1%0% 0%

3%

0%2%

0% 0% 0% 0% 0% 0%

BridgeBranding

Bus Shelters Gantry LargeHoardings

MediumHoardings

MegaStructure

Mopi Pylons/ HiMarks

RoundaboutBranding

SmallHoardings

Trivision UnderpassBranding

Faisalabad Islamabad Karachi Lahore Multan Rawalpindi

165 22 609 73 227 1.860 1.2 168 8.1 5.1 13

Million Million Million Million Million Million Million Million Million Million Million Million

In Million

Value

NOTE: Sum of all equals 100%. E.g. Large hoardings in Karachi are 27% of the overall universe of top 5 cities


Apparel & Clothing brands were the top spender on OOH media in December followed by Telecom & then Biscuits at an estimated 162 million,

85 million and 35 million respectively.

Top 3 Clients dished out an approximate 131 million in December with Telenor spending 51 mil, Gul Ahmed 50.7 and

Mondelez 29.7 million across top 5 cities of Pakistan.

Top 3 Brands Gul Ahmed with the value of 50.7 million, Dairy milk 29.7 million and Telenor spread amongst Talkshawk and 3G branding

Gul Ahmed and Khaddi were top slot spenders of the apparel category in December amounting to more than half

the spent of the category.

Mondelez was the major spender in confectionary with the branding of over 90% of the spent in the category.

Telenor led the way in Telcos branding followed by Mobilink with quarter of the spent as compared to Telenor.

Unilever & P&G were neck to neck in the outdoor spending with approximately 19 and 18 million of spending in December.


15%

Total Category Spent: 757 million

In million

Share of Spend

42%

11%

5%

4%

3%

3%

3%

2%

2%

2%

To Let

Apparel

Telecom

Real Estate

Education

Fast Food

Hand wash

Skin Care

Ghee & Cooking…

Biscuits & CakesShare of Space

In Million

482

162

84

35

35

33

31.9

30

27

25

39%

13%

7%

3%

3%

3%

3%

2%

2%

2%

To Let

Apparel

Telecom

Biscuits & Cakes

Real Estate

Fast Food

Hand wash

Confectionary

Mobile Phones

Ketchup and Sauces


482

66 51.3 50.7 29.7 23.8 23.5 19.8 19

39%

5% 4% 4% 2% 2% 2% 2% 2% 1%

To Let Others Telenor GulAhmed

Mondelz Khaadi ShezanIntl.

EBM UnileverPakistan

Ltd

Procter &Gamble

18.3

In million

Share of Spend

42%

9%

3%

3%

1%

1%

1%

1%

1%

1%

To Let

Others

Telenor

Gul Ahmed

Hashim Tajir

Mondelz

Khaadi

EBM

Unilever Pakistan Ltd

Shezan Intl. Share of Space

In Million

Total Client Spent: 757 million


482

50.7 29.7 2723.8 23.5

21.5 15.9 12.7 12.5

39%

4%2% 2% 2% 2%

2% 1% 1% 1%

To Let GulAhmed/Ideas

Dairy Milkchocolate

Telenor Khaadi ShezanKetchup

Talk shalk Gluco Biscuit Mobilink Brite

42%

3%

1%

1% 1% 1% 1% 1% 1% 1%


Telenor Tibet Soap Dairy Milkchocolate

Khaadi Pizza Hutt Talk shalk ShezanKetchup

Gluco Biscuit

Total Brands Spent: 757 million

In million

Share of Spend

Share of Space

In Million


45%

10%

7%4% 3% 3% 3% 2%

2% 2%

284

64.945.2

45.2

21.9

18.2

17

14.311.3

9.5

284

19.5

45%

3% 3%3%

2% 2% 2%1% 1%

1%

17.9 15.9

10.2 10 9.8

9.5 8.4 7.5

284

33.9

22.5

19.5

45%

5%4%

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

17.8

14.2

11.6

10.5

10.2

9.8

In Million

Category Clients

In Million

Brands

In Million

Total Media Spent: 356 million (46%)


32%

7%5%

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

32%

19%

6%

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

32%

7%

3%3% 2% 2% 2% 2% 1% 1%

To Let GulAhmed

Khaadi Dairy Milk ShezanKetchup

Mobilink Telenor GlucoBiscuit

Big dealMcdonal

Warda

116

116

23.3

15.2

11.6

11

9.3

8.4

7.6

7

115.8

25.3

11.9

11

8.9

7

6.5

5.8

5.3

5.1

115.8

25.3

18.5

11.9

11

10.3

8.9

7

6.8

6

In Million

Category Clients

In Million

Brands

In Million



43%

10%8%

5%2%

2% 2% 2% 2% 2%

In million

34.2

1.6

1.6

1.5

1.4

1.2

1.2

43%

2% 2%2% 2%

2% 2%2% 1%

1%

To Let Capitalbuilders

TapalTezdam

GreenCity

Bonanza GulAhmed

Khaadi GraceLand

Telenor3G

Charji

1.1

1.1

1

34.2

6.7

1.6

1.6

1.4

1.2

1.2

1.2

1.2

1.1

34.2

8.3

6

4.3

1.7

1.6

1.6

1.4

1.4

1.4

In Million

Category Clients

In Million

Brands

In Million

43%

8%

2% 2%

2%2% 2% 2% 2%

2%



29%

13%

12%

8%

4%

3%3% 3%

2%2%

29%

14 %

3%

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

29%

5%

3%3% 3% 2%

2% 2% 2%2%

In million29.1

12.8 12

7.6

3.8

3.3

3.1

2.8

2.5

2.3

29.6

4.9

3.3

3

2.7

2.2

2

1.9

1.8

1.7

29.1

14

3.3

3.1

3

2.7

2.2

2.2

2

1.6

In Million

Category Clients

In Million

Brands

In Million

Total Media Spent:76 million (10%)


9%7%

4% 4%3% 3%

2%

23%

17%

3%

7%5%

5%

3% 3%2% 2% 2%

2%

23%

23%

7%

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

In million8.3

6.3

3.1

2.5

1.4

1.3

1.2

0.9

0.9

0.8

8.3

2.4

1.8

1.8

1

1

0.8

0.8

0.8

0.7

8.3

2.4

1.3

1

1

0.8

0.8

0.8

0.7

0.6

In Million

Category Clients

In Million

Brands

In Million



39%

3% 3%2% 2%

2% 2% 1% 1% 1%

39%

10%8%

7%3%

2% 2% 2% 2% 2%

39%

11%

4%

3%3% 2% 2%

2% 2% 1%

In million

100

0.7

0.6

0.6

0.5

0.5

0.4

0.3

0.3

0.3

100

2.7

0.9

0.8

0.6

0.6

0.5

0.4

0.3

0.3

100

2.4

1.9

1.6

0.7

0.6

0.5

0.5

0.5

0.5

In Million

Category Clients

In Million

Brands

In Million



40%

12%6%

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

To Let Apparel Telecom Real Estate Biscuits & Cakes Fast Food Ghee & CookingOil

Mobile Phones Skin Care Hand wash

357,000

58,000 57,000 52,00073,000101,00063,00074,000

175,000

1.1 million

Category

SOF = 1.7 Mill Sq Ft


40%

7%4%

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

To Let Other Telenor Gul Ahmed Khaadi EBM ShezanInternational

UnileverPakistan Ltd

Procter &Gamble

Mondelz AlkaramTextile Ltd.

206,000

33,000 32,000 29,000 26,00047,000107,000

34,00048,500

112,000

1.1 Million

Clients



40%

4%

2%2% 2%

1% 1% 1% 1% 1%


Telenor Khaadi Talk shalk Gluco Biscuit Shezan Ketchup Dairy Milkchocolate

Alkaram/Alkaram Studio

Amna Ismail

0.10

0.029 0.026 0.0230.0410.048

0.0320.045

0.058

1.1

Brands



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

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