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brief
OOH Research – Pakistan (Top 5 cities)

Confidential and Proprietary
OOH Research (General Brief)
General Brief:
• Conducted By: This research is conducted by Winning Solutions.
• Sample Selection: OOH Research was conducted in top 5 cities of Pakistan (i.e. Karachi, Lahore,

Islamabad/Rawalpindi, Faisalabad and Multan).
• Sample Breakup: The results are based on 1334 individual interviews with a 50 50 breakup on gender.
• Time Period: This information was gathered in the month of September (Specific dates: 13th September till 30th

September).
• Selection: The respondents were randomly selected through Kish Grid which is the most effective tool for random

selection.
• Sample Screening: The selection was screened on individuals 12 years in age and above.
Confidential and Proprietary
OOH Research (Sample Breakup)

Gender

City

Total Sample
Male

Female Karachi Lahore Islamabad Rawalpindi Faisalabad Multan

1334

671

663

475

327

78

147

154

153

100%

50%

50%

36%

25%

6%

11%

12%

11%

Confidential and Proprietary
Understanding OOH Advertisement

Research Findings
Confidential and Proprietary
Travelling Habits (Time Spent Outdoor)
Total

Karachi

Lahore

4.69

5.00

4.68

Islamabad Rawalpindi
6.03

3.50

Faisalabad

Multan

Male

Female

4.52

4.44

6.97

2.40

Hours spent out of home
4-5 hrs a day 4-5 hrs a day 4-5 hrs a day 5-6 hrs a day 3-4 hrs a day

Time Spent on the road
commuting

65.2

67.3

30 min's - 1 hr

1-2 hrs

57.9

36.9

31.2

30 min's - 1 hr 30 min's - 1 hr 30 min's - 1 hr

4-5 hrs a day

3-4 hrs a
6-7 hrs a day 1-2 hrs a day
day

75.6

110.7

87.1

43.0

1-2 hrs

1-2 hrs

1-2 hrs

30 min's - 1 hr

• Time Out of Home: On average 5 hours are spent outside home, 2.4 by Female and 7 hours by males

• Commuting Trend: Men are spending on average more time on the road (87 mins) as opposed to females (47 mins)
• Time On Road: People in Multan, Faisalabad and Karachi are spending the most time on the road travelling.

Confidential and Proprietary
Mode Of Transportation & Activities on Road
Total

Modes of Transport

Mode of Transport:

Motorcycle

48.4%

• Majority (48%) use Motorcycle as their basic mode of
transportation
• Personal Vehicles attribute to a small 6.2%

On foot

28.1%

Public transport (Vans, Rickshaws, Taxi,
Bus)

13.1%

Personal Vehicle

6.2%

Cycle

4.1%

Activities on Road:
• “Looking at billboards” is The major activity (60%) people do while
travelling.
• Another 42% look outside window and can have passive viewership
of billboards.
• Next most engaging medium is using mobile (39%)

60%

42%

39%
30%

28%
19%

15%
8%

Looking at
billboards

Looking outside
the window

Using cell phone concentrate on my Having a meal on Listening to Music
driving
route

Talking to
friends/family

Confidential and Proprietary

Catching up on
Sleep

6%

2%

Listening to Radio using social media
on my phone
OOH as Medium of Advertising (Compared to other mediums)
Awareness of different Mediums

98%

OOH advertisements have second highest awareness
level after TV with 78% respondents saying they are
aware of this advertising medium.

78%
34%

TV Channels Out of Home Newspaper
Advertising

30%

Word of
mouth

21%

21%

19%

Radio Ads

Magazines

Online Ads

Most Recall

Recall longest
duration of time

TV Channels

87%

74%

Out of Home Advertising

67%

19%

Word of mouth

29%

2%

Newspaper

24%

2%

Online Ads

15%

2%

Magazines

14%

0%

Radio Ads

11%

1%

Modes of Advertisement

OOH ad’s is the second highest for recall generating
mediums, 67% believe that it creates most recall.
19% of top 5 city dwellers feel that recall generated
by OOH has the longest duration of recall.

Confidential and Proprietary
OOH as Medium of Advertising (Compared to other mediums)
Out of Home is the Least irritating mode of advertisement
while TV is the most irritating.

Modes of Advertisement
TV Channels
Radio Ads
Newspaper

Magazines
Online Ads
Out of Home Ad's

Most Irritating Advertisemnts
47%

More than three quarters of the respondents (79%) mentioned
that they will have a positive purchase intent for a product
advertised through an OOH medium
Probability of purchase from OOH

%age
42%

Definitely will buy

37%

May or may not buy

16%

Probably will buy

18%

Probably wont buy

2%

Definitely wont buy

1%

13%
9%
8%
7%

Confidential and Proprietary
Contact Details
(Winning Solutions)
In order to learn more about OOH advertising and it’s impact please subscribe to our latest
OOH research in top 5 cities of Pakistan.
Subscription Charges:
Rs 100,000 for PAS Non Members
Rs 75,000 for PAS Member (25% Discount)
Contact Details:
Syed Ali Moazzam
(Director Business Development)
Cell # +92-301-8540177
Email: ali.moazzam@winningsolutions.com.pk
Bakar Hassan
(Senior Research Executive)
Cell # +92-345-8591455
Email: bakar.hassan@winningsolutions.com.pk
Confidential and Proprietary

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OOH Research – Pakistan

  • 1. brief OOH Research – Pakistan (Top 5 cities) Confidential and Proprietary
  • 2. OOH Research (General Brief) General Brief: • Conducted By: This research is conducted by Winning Solutions. • Sample Selection: OOH Research was conducted in top 5 cities of Pakistan (i.e. Karachi, Lahore, Islamabad/Rawalpindi, Faisalabad and Multan). • Sample Breakup: The results are based on 1334 individual interviews with a 50 50 breakup on gender. • Time Period: This information was gathered in the month of September (Specific dates: 13th September till 30th September). • Selection: The respondents were randomly selected through Kish Grid which is the most effective tool for random selection. • Sample Screening: The selection was screened on individuals 12 years in age and above. Confidential and Proprietary
  • 3. OOH Research (Sample Breakup) Gender City Total Sample Male Female Karachi Lahore Islamabad Rawalpindi Faisalabad Multan 1334 671 663 475 327 78 147 154 153 100% 50% 50% 36% 25% 6% 11% 12% 11% Confidential and Proprietary
  • 4. Understanding OOH Advertisement Research Findings Confidential and Proprietary
  • 5. Travelling Habits (Time Spent Outdoor) Total Karachi Lahore 4.69 5.00 4.68 Islamabad Rawalpindi 6.03 3.50 Faisalabad Multan Male Female 4.52 4.44 6.97 2.40 Hours spent out of home 4-5 hrs a day 4-5 hrs a day 4-5 hrs a day 5-6 hrs a day 3-4 hrs a day Time Spent on the road commuting 65.2 67.3 30 min's - 1 hr 1-2 hrs 57.9 36.9 31.2 30 min's - 1 hr 30 min's - 1 hr 30 min's - 1 hr 4-5 hrs a day 3-4 hrs a 6-7 hrs a day 1-2 hrs a day day 75.6 110.7 87.1 43.0 1-2 hrs 1-2 hrs 1-2 hrs 30 min's - 1 hr • Time Out of Home: On average 5 hours are spent outside home, 2.4 by Female and 7 hours by males • Commuting Trend: Men are spending on average more time on the road (87 mins) as opposed to females (47 mins) • Time On Road: People in Multan, Faisalabad and Karachi are spending the most time on the road travelling. Confidential and Proprietary
  • 6. Mode Of Transportation & Activities on Road Total Modes of Transport Mode of Transport: Motorcycle 48.4% • Majority (48%) use Motorcycle as their basic mode of transportation • Personal Vehicles attribute to a small 6.2% On foot 28.1% Public transport (Vans, Rickshaws, Taxi, Bus) 13.1% Personal Vehicle 6.2% Cycle 4.1% Activities on Road: • “Looking at billboards” is The major activity (60%) people do while travelling. • Another 42% look outside window and can have passive viewership of billboards. • Next most engaging medium is using mobile (39%) 60% 42% 39% 30% 28% 19% 15% 8% Looking at billboards Looking outside the window Using cell phone concentrate on my Having a meal on Listening to Music driving route Talking to friends/family Confidential and Proprietary Catching up on Sleep 6% 2% Listening to Radio using social media on my phone
  • 7. OOH as Medium of Advertising (Compared to other mediums) Awareness of different Mediums 98% OOH advertisements have second highest awareness level after TV with 78% respondents saying they are aware of this advertising medium. 78% 34% TV Channels Out of Home Newspaper Advertising 30% Word of mouth 21% 21% 19% Radio Ads Magazines Online Ads Most Recall Recall longest duration of time TV Channels 87% 74% Out of Home Advertising 67% 19% Word of mouth 29% 2% Newspaper 24% 2% Online Ads 15% 2% Magazines 14% 0% Radio Ads 11% 1% Modes of Advertisement OOH ad’s is the second highest for recall generating mediums, 67% believe that it creates most recall. 19% of top 5 city dwellers feel that recall generated by OOH has the longest duration of recall. Confidential and Proprietary
  • 8. OOH as Medium of Advertising (Compared to other mediums) Out of Home is the Least irritating mode of advertisement while TV is the most irritating. Modes of Advertisement TV Channels Radio Ads Newspaper Magazines Online Ads Out of Home Ad's Most Irritating Advertisemnts 47% More than three quarters of the respondents (79%) mentioned that they will have a positive purchase intent for a product advertised through an OOH medium Probability of purchase from OOH %age 42% Definitely will buy 37% May or may not buy 16% Probably will buy 18% Probably wont buy 2% Definitely wont buy 1% 13% 9% 8% 7% Confidential and Proprietary
  • 9. Contact Details (Winning Solutions) In order to learn more about OOH advertising and it’s impact please subscribe to our latest OOH research in top 5 cities of Pakistan. Subscription Charges: Rs 100,000 for PAS Non Members Rs 75,000 for PAS Member (25% Discount) Contact Details: Syed Ali Moazzam (Director Business Development) Cell # +92-301-8540177 Email: ali.moazzam@winningsolutions.com.pk Bakar Hassan (Senior Research Executive) Cell # +92-345-8591455 Email: bakar.hassan@winningsolutions.com.pk Confidential and Proprietary