OOH Media Measurement Report

Panel Analysis - National

KHI has 61% of total Media installed in KLI. Followed by Lahore. However Islamabad and Rawalpindi share

lowest percentage of OOH mediaexposure.

20 x 10’s are the most common hoardingsinstalled.

Followed by 60x20’s and Moppy's toprovide brands with maximum exposure.

Creative branding on roundabouts andgreen belts are the least in terms of OOHadvertising opportunities.

9%

61%

23%

7%

ISLAMABAD KARACHI

LAHORE RAWALPINDI

22%

5%

16%

3%

6%

4%

19%

0.3%

1%

11%

2%

5%

3%

4%

0.3%

20x10

45x15

60x20

90x30

MISC Size

BRIDGE PANEL

BUS SHELTER

DIGITAL

GANTRY SIGN

MOPY

OTHERS

POLE SIGN

PYLON

STREAMER

T-SIGN

Panel Split %

51%

19%

11%5% 4% 4% 3% 2% 1%

62%

11%15%

3% 2%5%

1% 2% 0.4%

Element% Target GRP %

• Billboards Mopy’s & BridgePanels remain the mosteffective mediums – acrossPakistan

• Bus Shelters only becomeeffective in lower SEC’showever on a broad basethey are least effectivemedium

• Within billboards 60x20’sremain the most effective size

51%

19%11%

5% 4% 4% 3% 2% 1%

61%

13% 10%4% 2% 5%

1% 3% 1%

Element% ReachTarget %

Grp’s & Reach Analysis - National

Panels vs Grp’s & Reach - Islamabad32%

28%

13%

9% 7% 6%3% 2%

29%26%

14%

6% 6%

14%

3% 2%

Elements % Target GRP %

32%28%

13%9% 7% 6%

3% 2%

30%

25%

12%

6% 6%

14%

4% 3%

Elements % ReachTarget %

• Islamabad is the only citywhere panel distribution isequal across all mediums.

• More Focus on smallermediums.

• Bridge Panels remain themost effective medium.

• Pylons and Bus Sheltersgenerate the highest Reach &Grp’s.

57%

15% 12%6% 4% 3% 2% 1%

63%

16%

8%3% 5%

1% 3% 0.4%

BILLBOARDS MOPY BUSSHELTER

POLE SIGN BRIDGEPANEL

STREAMER OTHERS GANTRYSIGN


57%

15% 12%6% 4% 3% 2% 1%

63%

12% 10%4% 6%

2% 3% 1%

BILLBOARDS MOPY BUSSHELTER

POLE SIGN BRIDGEPANEL

STREAMER OTHERS GANTRYSIGN


Panels vs Grp’s & Reach - Karachi

• Billboards Take major share inPanel distribution.

• They also remain the mosteffective medium along withBridge Panels.

• Bridge Panels also generategood reach within the city.

41% 39%

9%5% 2% 1% 1% 1% 1% 0.3%

57%

28%

5% 5%1% 1% 1% 1% 0.4% 0.4%


41% 39%

9%5%

2% 1% 1% 1% 1% 0.3%

52%

33%

5% 5%1% 1% 1% 1% 0.5%

0.3%


Panels vs Grp’s & Reach - Lahore

• Billboards and Bus sheltersare the most commonmediums available.

• Billboards remain the mosteffective medium.

• In terms of Reach streamersalso are a good medium.

85%

4% 4% 2% 2% 1% 1% 1%

91%

1% 3% 1% 2% 1% 1% 0.3%


85%

4% 4% 2% 2% 1% 1% 1%

91%

1% 3% 2% 3% 1% 1% 0.1%


Panels vs Grp’s & Reach - Rawalpindi

• Billboards contribute to about85% of the total mediumsinstalled.

• Second largest medium isPylons which contribute toonly 4%.

• Billboards remain veryeffective contributing over90% in terms of Reach &Grp’s.

Age Ranges 12 To 55+

Age 12–15 – City & Panel

3%

90%

5%

2%

Target GRP % - City

ISLAMABAD KARACHI LAHORE RAWALPINDI

2%

87%

8%

3%

Target Reach % - City


60.5%

4.9%

11.8%

0.1% 0.5%

13.4%

2.2% 3.9%0.6% 2.0% 0.1%

Target Reach % - Elements

59.0%

5.1%8.0%

0.1% 0.4%

20.3%

1.5% 3.3% 0.8% 1.5% 0.0%

Target GRP % - Elements

Age 16-24 – City & Panel

2%

78%

16%

4%

ReachTarget %


2%

87%

8%

3%

Target GRP %


61.0%

4.9%

13.3%

0.1% 0.6%

10.5%

2.5% 3.7%0.7% 2.4% 0.2%

Reach Target %

61.7%

4.8%9.9%

0.1% 0.3%

15.7%

2.4% 2.9% 0.5% 1.5% 0.1%

Target GRP %

Age 25-34 - City & Panel

3%

79%

15%

3%

ReachTarget %


2%

84%

11%

3%

Target GRP %


60.5%

4.9%

13.3%

0.1% 0.7%

10.5%

3.0% 3.7%0.7% 2.4% 0.1%

ReachTarget %

61.6%

4.7%10.6%

0.1% 0.5%

14.6%

2.5% 2.9% 0.7% 1.7% 0.1%

Target GRP %


2%

81%

13%

4%

ReachTarget %


3%

86%

8%

3%

Target GRP %


61.5%

5.8%

13.2%

0.1% 0.6%

10.0%

2.3% 3.5%0.7% 2.1% 0.2%

ReachTarget %

63.2%

5.8%11.7%

0.1% 0.4%

12.0%

1.6% 2.6% 0.8% 1.6% 0.1%

Target GRP %


3%

72%

22%

3%

ReachTarget %


3%

69%

24%

4%

Target GRP %


59.9%

4.9%

15.6%

0.2% 0.8%

9.4%

2.2% 3.4% 0.8% 2.7% 0.2%

ReachTarget %

61.5%

4.4%

13.0%

0.2% 0.7%

12.3%

1.8% 2.5% 1.0% 2.3% 0.2%

Target GRP %

Age 55+ City & Panel

2%

86%

9%

3%

ReachTarget %


3%

87%

7%

3%

Target GRP %


62.0%

5.5%

12.5%

0.1% 0.7%

9.1%3.0% 4.1%

0.6% 2.3% 0.1%

ReachTarget %

61.2%

5.5%10.8%

0.1% 0.6%

12.2%

3.6% 3.4% 0.9% 1.7% 0.1%

Target GRP %

SEC A To E

SEC-A City & Panel

2%

83%

12%

3%

ReachTarget %


2%

92%

5%

1%

Target GRP %


60.6%

5.3%

12.8%

0.1% 0.4%

10.9%

2.9% 4.0%0.7% 2.2% 0.1%

ReachTarget %

59.1%

5.2% 7.7%

0.1% 0.3%

18.9%

3.7% 3.2%0.5% 1.2% 0.0%

Target GRP %

SEC-B City & Panel

2%

82%

13%

3%

ReachTarget %


3%

85%

9%

3%

Target GRP %


62.3%

4.7%11.2%

0.1% 0.5%

13.7%

1.5% 3.1% 1.0% 1.8% 0.1%

Target GRP %

61.3%

5.1%

13.0%

0.1% 0.7%

10.5%

2.2% 3.8%0.7% 2.4% 0.1%

ReachTarget %

SEC-C Panel & City

2%

81%

14%

3%

ReachTarget %


3%

85%

9%

3%

Target GRP %


60.9%

4.9%

13.0%

0.1% 0.7%

10.9%

2.7% 3.7%0.6% 2.2% 0.2%

ReachTarget %

61.7%

4.9%11.0%

0.1% 0.5%

14.6%

1.7% 2.9% 0.8% 1.7% 0.1%

Target GRP %

SEC-D Panel & City

3%

79%

15%

3%

ReachTarget %


3%

86%

8%

3%

Target GRP %


60.8%

5.0%

13.1%

0.1% 0.7%

10.5%

2.9% 3.6%0.8% 2.3% 0.2%

ReachTarget %

63.2%

4.8%10.1%

0.1% 0.4%

13.5%

2.7% 2.7% 0.7% 1.6% 0.1%

Target GRP %

SEC-E Panel & City

3%

75%

18%

4%

ReachTarget %


2%

80%

14%

4%

Target GRP %


61.1%

5.3%

14.2%

0.1% 0.6%

9.3%

2.4% 3.5%0.6% 2.5% 0.2%

ReachTarget %

61.1%

5.3%

14.2%

0.1% 0.6%

9.3%

2.4% 3.5%0.6% 2.5% 0.2%

ReachTarget %

OOH Media Measurement Report

Data & Analytics

Transcript of OOH Media Measurement Report