Advertising - Pakistan | Statista Market Forecast

Ad spending in the Advertising market in Pakistan is forecasted to reach US$683.10m in 2024.
The largest market in Pakistan is TV & Video Advertising with a market volume of US$368.90m in 2024.
When compared globally, most ad spending will be generated the United States (US$425.90bn in 2024).
Within the Advertising market of Pakistan, 43% of the total ad spending will be generated through digital in 2030.
The average ad spending per capita in the TV & Video Advertising market is projected to be US$1.50 in 2024 in Pakistan.
In the Advertising market of Pakistan, Advertising market of the 83% revenue will be generated through programmatic advertising in 2030.
Pakistan's advertising market is rapidly shifting towards digital platforms, with a growing focus on social media and online influencers for brand promotion.

Definition:
Advertising spending refers to expenses for promotional strategies with which brands or businesses purchase advertising space to promote products or services. The primary purposes of advertising include creating awareness, generating interest, and persuading consumers to take a particular action such as purchasing a product, visiting a website, or supporting brands. Advertisers use advertising to reach their target audience while media companies and advertising agencies use it as a source of income.

Structure:
The advertising spending consists of two main channels (traditional advertising and digital advertising). Traditional Advertising refers to above-the-line media that delivers commercial messages to broad audiences. This includes mass media such as traditional TV, traditional radio, printed newspapers, printed magazines, and traditional out-of-home (OOH) advertising formats. Digital Advertising uses the internet to deliver marketing messages to internet users in various forms. This includes digital video, search engine, social media, digital out-of-home, digital banner, digital audio, digital classifieds, and influencer advertising.

Additional information:
The market comprises advertising spending, share by advertising channel, users, average revenue per user, advertising share by industry, ad spending by medium, and digital ad spending share (programmatic and non-programmatic). The market only displays B2B spending and users for the above-mentioned channels. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions for each market can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional advertising such as non-digital ads for TV and radio, as well as out-of-home advertising and print advertising
Digital advertising such as online ads for video, banner, audio, classifieds, and search engines, as well as digital out-of-home, social media, in-app, and connected TV advertising
Influencer advertising

Sponsorships/events and promotion
Product placement
Commission-based affiliate systems

The Advertising market in Pakistan has witnessed significant growth and development in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors have all contributed to this positive trajectory. Customer preferences in Pakistan have shifted towards digital advertising platforms. With the increasing penetration of smartphones and internet connectivity, consumers are spending more time online, creating a lucrative market for digital advertising. This shift in preference is driven by the convenience and accessibility of digital platforms, allowing advertisers to reach a wider audience at a lower cost compared to traditional advertising methods. Trends in the market indicate a growing demand for targeted and personalized advertising campaigns. Advertisers are increasingly leveraging data analytics and artificial intelligence to understand consumer behavior and preferences, enabling them to tailor their advertisements to specific target audiences. This trend is driven by the need for advertisers to maximize the effectiveness of their campaigns and achieve higher return on investment. Local special circumstances in Pakistan, such as a young and growing population, have also contributed to the development of the advertising market. The country has a large youth demographic, which is highly active on social media platforms. This presents an opportunity for advertisers to engage with a tech-savvy audience and promote their products and services effectively. Underlying macroeconomic factors have played a crucial role in the growth of the advertising market in Pakistan. The country has experienced stable economic growth in recent years, leading to increased consumer spending power. This has resulted in higher advertising budgets and investments from businesses across various industries. Additionally, the government has implemented policies to promote foreign direct investment and ease regulations, attracting international advertisers to the Pakistani market. In conclusion, the Advertising market in Pakistan has experienced significant growth and development due to customer preferences shifting towards digital platforms, the demand for targeted advertising campaigns, local special circumstances such as a young population, and favorable macroeconomic factors. As the advertising industry continues to evolve, it is expected that digital advertising will continue to dominate the market, driven by advancements in technology and changing consumer behavior.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, 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). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, 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 some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).

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

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.