Traditional Out-of-Home Advertising - Pakistan

Pakistan's Traditional Out-of-Home Advertising market is anticipated to witness ad spending reaching US$32.53m in 2024.
The sector is forecasted to experience an annual growth rate (CAGR 2024-2030) of 2.27%, leading to a projected market volume of US$37.22m by 2030.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is expected to be US$0.13 in 2024.
Traditional Out-of-Home Advertising in Pakistan is seeing a resurgence, leveraging cultural nuances to create impactful campaigns in bustling urban centers.

Definition:
Traditional Out-of-Home (OOH) Advertising refers to all advertising revenues generated by traditional (physical) out-of-home media in public areas. The Traditional Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Traditional 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. Key players in Traditional 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 billboards (bulletins, large banners, inflatable billboards)
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)

Digital billboards (city-light boards)
Digital street furniture (city-light posters, 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)
Event- and promotion-related media

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

Customer preferences: In Pakistan, traditional out-of-home advertising methods such as billboards, posters, and banners continue to be popular among businesses and advertisers. This is due to the fact that these methods have a wide reach and can effectively target a large audience. Additionally, many consumers in Pakistan still rely on outdoor advertising to gather information about products and services.

Trends in the market: One of the key trends in the traditional out-of-home advertising market in Pakistan is the increasing use of digital technology. Digital billboards and screens are becoming more common, allowing advertisers to display dynamic and engaging content. This trend is driven by the growing availability of high-speed internet and advancements in digital display technology. Another trend in the market is the use of location-based advertising. Advertisers are increasingly using geolocation data to target specific areas and deliver personalized messages to consumers. This trend is driven by the increasing use of smartphones and mobile devices, which allow advertisers to gather data on consumer behavior and preferences.

Local special circumstances: Pakistan has a large and growing population, which presents a significant market opportunity for advertisers. The country also has a young population, with a large percentage of the population under the age of 30. This demographic is known for being tech-savvy and receptive to new advertising formats. Additionally, Pakistan is experiencing rapid urbanization, with more people moving to cities and urban areas. This urbanization trend has led to an increase in the number of public spaces and infrastructure, providing more opportunities for out-of-home advertising.

Underlying macroeconomic factors: Pakistan's economy has been growing steadily in recent years, which has led to increased consumer spending power. This has resulted in higher demand for products and services, and advertisers are keen to tap into this growing market. Furthermore, Pakistan has a strong retail sector, with a large number of shopping malls, stores, and markets. This provides advertisers with a wide range of opportunities to promote their products and services through traditional out-of-home advertising methods. In conclusion, the Traditional Out-of-Home Advertising market in Pakistan is developing due to customer preferences for traditional advertising methods, the increasing use of digital technology, and the country's growing population and urbanization. These trends, along with the underlying macroeconomic factors, are driving the growth and development of the market in Pakistan.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers offline out-of-home advertisements such as billboards, street furniture, transit and transport displays, and 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.