Marketing is the most essential element for every business. Those who are not aggressive about marketing their products, services or brand are soon kicked out from the business field. The cut throat competition makes it miserable for those companies and businesses who cannot market their selves properly and regularly. Be it digital marketing, on ground marketing or any other form of marketing – it is a must for survival. Advertisements, similarly, are of vital significance. They make people recognize brands by names so that they can easily recall them when buying any product. Pakistan is a country that is doing impressively well in OOH Advertising section. IF you don’t believe it then these stats should definitely convince you.
What’s OOH Advertising?
Out Of Home Advertising is mainly targeted to the customers who are on the constant move, for instance in outdoor places, while driving, eating in the restaurants, waiting at the public offices (hospitals, salons, and other commercial places). One of the most important and widely used marketing and advertising technique that is used under OOH Advertising is billboards. In Pakistan, billboard advertising is very famous and fruitful too.
OOH Advertising In Pakistan
Recently Winning Solutions compiled a report on OOH Media Advertising, following are the details associated with that.
Sample Size
A sample size of 5000+ billboards was taken, placed in 150+ roads around 5 cities of Pakistan. Wow! That’s a great statistical data, isn’t it?
In the 5 major cities of Pakistan, the total number of boards which remain vacant is approximately 42%, losing a rental of almost 482 million annually. Now this is a thick loss! Isn’t it?
Outcome Of Research On OOH Advertising In Pakistan
There are 3 market leading categories or let’s call them giant investors on OOH Media; i.e. Apparel & Clothing (162 million), Telecom (85 million) and Confectioneries (35 million).
The major 3 clients that rolled out an approximate value of 131 million in December 2014 include:
Top 3 Brands Include:
TELENOR PAKISTAN
GUL AHMED Pakistan
Dairy Milk
In terms of confectionary category, Mondelez ruled in branding through OOH Media by spending 90% of the total.
Unilever Pakistan and P&G Pakistan were like usual, fighting neck to neck for their fair share, with approximately a difference margin of 1 million, roughly.
Top “City Based Spending” In Categories
In terms of cities, Apparel & Clothing category is considered as the most spending one with following statistics:
Cities Spending Category
Lahore 70 Million (Apparel & Clothing)
Karachi 65 Million (Apparel & Clothing)
Islamabad 12.8 Million (Apparel & Clothing)
Rawalpindi 08.3 Million (Real Estate)
Faisalabad 06 Million (Apparel & Clothing)
Multan 02.4 Million (Apparel & Clothing)
Hats off to the able team of Winning Solutions for compiling the first ever AdEx of Pakistan’s history. I am sure, if this is their first step towards OOH Media’s research based development in Pakistan, stay tuned for some magnanimous work by them in future. Let’s hope that other corporations and think tanks should come up with similar ideas like Winning Solutions.
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