Out-of-Home Advertising - Pakistan

Pakistan is projected to reach an ad spending of US$39.21m in the Out-of-Home Advertising market by 2024.
The country's largest market is Traditional Out-of-Home Advertising, with a market volume of US$32.53m in 2024.
In global comparison, United States is expected to lead in ad spending with US$9.34bn in 2024.
The projected average ad spending per capita in the Out-of-Home Advertising market for Pakistan in 2024 is US$0.16.
Pakistan's Out-of-Home Advertising market is witnessing a surge in digital billboards, transforming cityscapes with dynamic and engaging content.

Definition:
Out-of-Home (OOH) Advertising refers to any advertising in public areas. OOH Advertising includes all ad spending on large formats (e.g., billboards), street furniture (e.g., bus shelters), transit and transportation (e.g., bus and commuter rail displays), and place-based media (e.g., traditional ambient media at the point of sale). Out-of-Home Advertising is divided into two markets: Traditional OOH Advertising and Digital OOH Advertising.

Structure:

The Traditional Out-of-Home Advertising market refers to all revenues from advertising in traditional (physical) out-of-home media. The content in this market only refers to non-digital revenues.
Digital Out-of-Home Advertising refers to all revenues generated from internet-connected out-of-home advertisements. The content in this market only refers to digital revenues.

Additional information:
Out-of-Home (OOH) 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. Additional definitions of Traditional Out-of-Home (OOH) Advertising and Digital Out-of-Home (DOOH) Advertising can be found on the respective pages. Key players in 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.

Traditional & digital billboards
Traditional & digital street furniture
Traditional & digital transit & transportation
Traditional & digital place-based media

Movie theater advertising
Event- and promotion-media

The Out-of-Home Advertising market in Pakistan is experiencing significant growth and development.

Customer preferences: Customers in Pakistan have shown a strong preference for out-of-home advertising, as it provides a unique and impactful way to reach a wide audience. The country has a large population, and outdoor advertising allows brands to engage with consumers in a highly visible and memorable manner. Additionally, with the rise of digital out-of-home advertising, customers are increasingly drawn to the dynamic and interactive nature of these displays.

Trends in the market: One of the key trends in the out-of-home advertising market in Pakistan is the increasing use of digital billboards and screens. These digital displays offer greater flexibility and creativity in terms of content, allowing advertisers to deliver targeted messages to specific locations and demographics. This trend is driven by advancements in technology and the growing demand for more engaging and interactive advertising experiences. Another trend in the market is the integration of data and analytics into out-of-home advertising campaigns. Advertisers are leveraging data to better understand their target audience and optimize their campaigns for maximum impact. By analyzing factors such as consumer behavior, demographics, and location-based data, advertisers can tailor their messaging and placement to effectively reach their desired audience.

Local special circumstances: Pakistan has a growing middle class population, which presents a significant opportunity for advertisers. This demographic segment has higher disposable income and is more receptive to advertising messages. As a result, brands are increasingly investing in out-of-home advertising to capture the attention and purchasing power of this growing consumer group. Additionally, Pakistan has a young and tech-savvy population, which further fuels the demand for digital out-of-home advertising. The youth in the country are highly active on social media platforms and are constantly seeking new and engaging content. Digital out-of-home advertising provides an avenue for brands to connect with this audience and create memorable experiences.

Underlying macroeconomic factors: The economic growth of Pakistan has played a crucial role in the development of the out-of-home advertising market. As the economy expands, businesses are investing more in advertising to promote their products and services. This increased spending on advertising has led to a growth in the out-of-home advertising sector. Furthermore, the rapid urbanization in Pakistan has resulted in a greater concentration of population in cities. This urbanization trend has created more opportunities for out-of-home advertising, as brands can target consumers in high-traffic areas and key urban centers. In conclusion, the Out-of-Home Advertising market in Pakistan is experiencing significant growth and development due to customer preferences for impactful advertising, the increasing use of digital displays, the integration of data and analytics, the growing middle class population, the young and tech-savvy demographic, the economic growth of Pakistan, and the rapid urbanization in the country.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).

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.