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 ali.moazzam@winningsolutions.com.pk

1. brief
OOH Research – Pakistan (Top 5 cities)
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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.
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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%
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4. Understanding OOH Advertisement
Research Findings
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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.
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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
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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.
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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%
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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
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