Digital Video Advertising - Pakistan

Ad spending in the Digital Video Advertising market in Pakistan is forecasted to reach US$27.55m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 5.71%, leading to a projected market volume of US$38.44m by 2030.
With a projected market volume of US$85.39bn in 2024, the majority of revenue will be generated withPakistan.
In the Digital Video Advertising market in Pakistan, 75% of total ad spending is expected to be generated through mobile in 2030.
The average ad spending per internet user in the Digital Video Advertising market in Pakistan is projected to be US$0.24 in 2024.
Connected TV ad spending in the Digital Video Advertising market in Pakistan is estimated to reach US$299.80k in 2024.
Connected TV is forecasted to exhibit an annual growth rate (CAGR 2024-2030) of 3.09%, resulting in a projected market volume of US$359.80k by 2030.
The ad spending on short-form videos in the Digital Video Advertising market in Pakistan is projected to reach US$14.20m in 2024.
The ad spending on short-form videos is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 9.46%, leading to a projected market volume of US$24.41m by 2030.
Pakistan's Digital Video Advertising market is experiencing rapid growth due to increasing internet penetration and a shift towards online content consumption.

Definition:
Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps on computer screens, smartphones, tablets, and other internet-connected devices. Videos that seamlessly match the form and function of the environment (e.g., news websites, video platforms) in which they appear (so-called native advertising) are also included in Digital Video Advertising.

Additional information:
Digital Video Advertising comprises advertising spending, connected-TV advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending. Figures are based on Digital Video Advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Video Advertising include Comcast Corp., The Walt Disney Company, YouTube, TikTok, and Facebook. For more information on the data displayed, use the info button right next to the boxes.

All ad formats within webpage-based videos, app-based video players, social media networks, or social media apps
Pre-roll, mid-roll, and post-roll video ads
Text- or image-based overlays that appear in video players
Native advertising
Connected TV advertising
Ad spending on short-form videos

Traditional TV advertising video formats broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Addressable TV ads, targeted advertising to individual households via set-top boxes; including cable and satellite using addressable technologies such as Dynamic Ad Insertion (DAI)

The Digital Video Advertising market in Pakistan is experiencing significant growth and development, driven by changing customer preferences and the increasing adoption of digital technologies.

Customer preferences: Customers in Pakistan are increasingly turning to digital platforms for entertainment and information, leading to a growing demand for digital video content. With the rise of smartphones and affordable internet connectivity, more people have access to online video content, which has fueled the demand for digital video advertising. Additionally, customers are becoming more receptive to digital video ads, as they offer a more engaging and interactive experience compared to traditional forms of advertising.

Trends in the market: One of the key trends in the Digital Video Advertising market in Pakistan is the shift towards mobile advertising. With the increasing penetration of smartphones and the availability of high-speed mobile internet, advertisers are leveraging mobile video ads to reach a larger audience. Mobile video ads offer a unique opportunity to engage with customers on the go, as they can be viewed anytime and anywhere. Advertisers are also leveraging social media platforms, such as Facebook and Instagram, to target specific demographics and maximize the reach of their video ads. Another trend in the market is the growing popularity of programmatic advertising. Programmatic advertising uses algorithms and data analysis to automate the buying and selling of ad inventory, allowing advertisers to reach their target audience more effectively. This technology has gained traction in Pakistan, as it offers cost-efficiency and better targeting capabilities. Advertisers can use programmatic platforms to reach specific demographics and optimize their ad campaigns in real-time.

Local special circumstances: Pakistan has a large and young population, which presents a unique opportunity for advertisers. The youth in Pakistan are highly active on digital platforms and are more likely to engage with digital video ads. Advertisers can leverage this demographic to create targeted and personalized video ads that resonate with the youth. Furthermore, the rise of local content creators and influencers in Pakistan has also contributed to the growth of the Digital Video Advertising market. These content creators have a loyal following and can help advertisers reach their target audience more effectively. Advertisers are collaborating with local influencers to create sponsored video content, which not only promotes their products or services but also resonates with the audience on a personal level.

Underlying macroeconomic factors: Pakistan's economy is experiencing steady growth, which has positively impacted the Digital Video Advertising market. As the economy improves, businesses are allocating more budgets towards advertising, including digital video advertising. This increased investment in advertising has led to the growth of the market and the development of innovative ad formats and strategies. In conclusion, the Digital Video Advertising market in Pakistan is witnessing significant growth and development due to changing customer preferences, the rise of mobile advertising, the adoption of programmatic advertising, local special circumstances, and underlying macroeconomic factors. Advertisers in Pakistan are embracing digital video advertising as an effective way to reach their target audience and engage with them on a more personal level.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. 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, internet users, and digital consumer spending.

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.

From six-second bumper ads to multi-minute compilations, video marketing is constantly evolving, and audiences everywhere never fail to tune in. As the number of digital video viewers keeps rising every year, marketers embrace video as a promotional tool more vividly than ever. In 2023, digital video ad spending amounted to almost 176.63 billion dollars. Unsurprisingly, the United States remains the country with the highest spending on digital video ads, followed by China and the United Kingdom. Connected TV (CTV) and social video are among the most popular content marketing tactics worldwide, and the post-pandemic era has only consolidated companies’ dependency on these tools.