ooh research – pakistan
DESCRIPTION
The objective of the research was to understand the importance of OOH advertising compared to other advertising mediums and what kind of OOH media creates the highest impact. The research covered 1350 male and female respondents aged 12 plus across these 5 cities. The sample and questionnaire was reviewed and endorsed by major advertisers as well as Pakistan Advertiser Society. For more details and subscription fee please send your queries to Syed Ali Moazzam [email protected]TRANSCRIPT
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brief
OOH Research – Pakistan (Top 5 cities)
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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.
OOH Research (General Brief)
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OOH Research (Sample Breakup)
Total Sample
Gender City
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%
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Understanding OOH Advertisement
Research Findings
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Travelling Habits (Time Spent Outdoor) Total Karachi Lahore Islamabad Rawalpindi Faisalabad Multan Male Female
Hours spent out of home
4.69 5.00 4.68 6.03 3.50 4.52 4.44 6.97 2.40
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 4-5 hrs a day 3-4 hrs a day 6-7 hrs a day 1-2 hrs a day
Time Spent on the road commuting
65.2 67.3 57.9 36.9 31.2 75.6 110.7 87.1 43.0
30 min's - 1 hr 1-2 hrs 30 min's - 1 hr 30 min's - 1 hr 30 min's - 1 hr 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.
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Modes of Transport TotalMotorcycle 48.4%On foot 28.1%Public transport (Vans, Rickshaws, Taxi, Bus) 13.1%
Personal Vehicle 6.2%Cycle 4.1%
Mode Of Transportation & Activities on Road
Mode of Transport:
• Majority (48%) use Motorcycle as their basic mode of transportation
• Personal Vehicles attribute to a small 6.2%
Looking at billboards
Looking outside the window
Using cell phone concentrate on my driving
Having a meal on route
Listening to Music
Talking to friends/family
Catching up on Sleep
Listening to Radio
using social me-dia on my phone
60%
42% 39%
30% 28%
19%15%
8% 6%2%
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%)
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OOH as Medium of Advertising (Compared to other mediums)
OOH advertisements have second highest awareness level after TV with 78% respondents saying they are aware of this advertising medium.
TV Channels Out of Home Advertising
Newspaper Word of mouth
Radio Ads Magazines Online Ads
98%
78%
34% 30%21% 21% 19%
Awareness of different Mediums
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.
Modes of Advertisement 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%
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OOH as Medium of Advertising (Compared to other mediums)
Modes of Advertisement Most Irritating Advertisemnts
TV Channels 47%
Radio Ads 16%
Newspaper 13%
Magazines 9%
Online Ads 8%
Out of Home Ad's7%
Out of Home is the Least irritating mode of advertisement while TV is the most irritating.
Probability of purchase from OOH%age
Probably will buy 42%
Definitely will buy 37%
May or may not buy 18%
Probably wont buy 2%
Definitely wont buy 1%
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
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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 MembersRs 75,000 for PAS Member (25% Discount)
Contact Details:Syed Ali Moazzam
(Director Business Development)
Cell # +92-301-8540177Email: [email protected]
Bakar Hassan(Senior Research Executive)
Cell # +92-345-8591455Email: [email protected]