Digital Out-of-Home Advertising - Pakistan

Ad spending in the Digital Out-of-Home Advertising market in Pakistan is forecasted to reach US$6.68m in 2024.
Ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 9.26%, leading to a projected market volume of US$11.37m by 2030.
With a projected market volume of US$4.37bn in 2024, the majority of ad spending will be originated China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be US$0.03 in 2024.
Pakistan's Digital Out-of-Home Advertising market is rapidly evolving, leveraging technology to reach consumers in innovative ways amidst a growing digital landscape.

Definition:
Digital Out-of-Home (DOOH) Advertising refers to all advertising revenues from internet-connected out-of-home advertisements in public areas. The Digital Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Digital Out-of-Home (DOOH) Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Out-of-Home Advertising include JCDecaux, Ströer, Focus Media Information, Hakuhodo, Dentsu, Clear Channel Outdoor, and APG SGA. For more information on the data displayed, use the info button right next to the boxes.

Digital billboards (city-light boards)
Digital street furniture (city-light posters)
Digital transit & transportation (digital advertising in and on vehicles used for public transportation)
Digital place-based media (digital ambient media at point of sale)

Traditional billboards (bulletins, large banners, inflatables)
Traditional street furniture (advertising columns)
Traditional transit & transportation (traditional indoor and outside advertising in and on vehicles used for public transportation)
Traditional place-based media (e.g., traditional ambient media at point of sale, posters in restrooms)
Event- and promotion-related media

Pakistan's Digital Out-of-Home Advertising market is witnessing significant growth, driven by changing customer preferences, emerging trends, and local special circumstances.

Customer preferences: Customers in Pakistan are increasingly receptive to digital out-of-home advertising due to its dynamic and engaging nature. Traditional static billboards are being replaced by digital screens, which allow for real-time content updates and interactive experiences. This shift is driven by the desire to capture and retain the attention of the tech-savvy Pakistani population, who are constantly connected and seeking personalized and immersive advertising experiences.

Trends in the market: One of the key trends in the Pakistani Digital Out-of-Home Advertising market is the integration of data-driven targeting and programmatic advertising. Advertisers are leveraging data analytics and audience insights to deliver tailored messages to specific demographics, locations, and times of the day. This trend is fueled by advancements in technology and the availability of real-time data, enabling advertisers to optimize their campaigns and maximize their return on investment. Another trend in the market is the increasing adoption of mobile and social media integration. Digital out-of-home advertising is being seamlessly integrated with mobile devices and social media platforms to create a cohesive and immersive brand experience. This allows advertisers to extend their reach and engage with consumers across multiple touchpoints, increasing brand awareness and driving customer engagement.

Local special circumstances: Pakistan's population is predominantly young, with a high percentage of tech-savvy individuals. This demographic is highly receptive to digital out-of-home advertising and actively seeks out innovative and interactive experiences. Additionally, the rapid urbanization and infrastructural development in major cities like Karachi, Lahore, and Islamabad provide ample opportunities for advertisers to install digital screens in prime locations, ensuring maximum visibility and impact.

Underlying macroeconomic factors: Pakistan's digital out-of-home advertising market is also influenced by macroeconomic factors such as GDP growth, urbanization, and foreign direct investment. As the economy grows and disposable incomes rise, companies are allocating more resources towards advertising and marketing activities, including digital out-of-home advertising. Furthermore, foreign direct investment in the advertising sector is contributing to the development of advanced infrastructure and technology, further fueling the growth of the market. In conclusion, the Digital Out-of-Home Advertising market in Pakistan is experiencing rapid growth due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Advertisers are leveraging technology and data-driven insights to deliver personalized and immersive brand experiences, while the young and tech-savvy population in Pakistan is actively seeking out innovative and engaging advertising content. With the continued urbanization and economic development, the digital out-of-home advertising market in Pakistan is poised for further expansion in the coming years.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital place-based media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

When consumers take a break from smartphones, connected TVs, and computer screens, outdoor advertising is often there, promoting products and services on billboards and transit displays. Still, out-of-home (OOH) channels have also gone increasingly digital – today, online and programmatic solutions drive the industry's expansion worldwide. Mid-2023 estimates indicated that static OOH could barely grow half as fast as the digital OOH (or DOOH) subsegment between 2023 and 2025.