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With the aim of attempting to address the massive deficit in relation to the technology sector in Pakistan, B Solutions has compiled a comprehensive slide-deck on the digital advertising space in Pakistan. We cover topics such as: - An overview of key statistics about Pakistan - A look at the rise of Digital advertising' globally & within the - country. - Social Networks that are popular in the country. - Future Trends for Pakistan - An overview of what this means for YOU as an end user & as a business.
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B Solutionswww.bsolutions.pk
Digital Advertising in Pakistan2013
2B Solutions 2013
What is the purpose of this report?
Who are we?B Solutions is a digital agency based in Lahore, Pakistan. We have beenproviding search & social media marketing/management services to a select group of clients since 2010. We’ve partnered & grown with our cli-ents, helping make sense of the digital landscape and its integration with brands & businesses worldwide.
Agenda
Understanding Pakistan
Digital Advertising’s Rapid Growth
Popular Social Media Networks
The Future For Pakistan
What Does All Of This Mean For YOU?
Understanding Pakistan
B Solutions 2013Source:Pakistan Telecommunication Authority, Internet World Stats, Business Recorder, World Bank,
Govt. of Pakistan Census, ProPakistani, Country Meters 6
183MPopulation
Y/Y Populationgrowth
Aged < 25 years
1.5%55%
Y/Y Mobile usersgrowth
Smartphone Users 6M10%125M
Mobile connections
2.2M Y/Y Broadbandusers growth
Broadband users41%
30MInternet users
16%Y/Y Internet usersgrowth
Pakistan: What you need to know
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This page is not available in the free version of this report
To access the complete paid report, head to:Bsolutions.pk
This page is not available in the free version of this report
To access the complete paid report, head to:Bsolutions.pk
This page is not available in the free version of this report
To access the complete paid report, head to:Bsolutions.pk
This page is not available in the free version of this report
To access the complete paid report, head to:Bsolutions.pk
Digital Advertising’s Rapid Growth
Advertising is the life bloodof the digital economy
– Nick Stringer, Head of Regulatory Affairs, IAB UK
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B Solutions 2013Source:eMarketer, Aurora Fact File
15
Google takes home the lion’s share of digital ad revenues,with Facebook taking only 1/6th of that amount
Global Digital Ad Spend
2010 2011 2012 2013
$117B$103B
$87B$72B
18%
15%
21% 20%
18%
22%
15%18%
% change % share of total ad spend
Global Digital Ad Revenuesby company (2013)
33%5%3%
59%
Yahoo
Others
$117B
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B Solutions 2013 18
advertiser whodecides to marketits latest deals onthe internet
designs the adcampaign
facilitates thelink betweenadvertiser andpublishers
are the hostwebsites todisplay the ad
a web surfer towhom ads aretargeted
Tracks user activity in order to maximise effectiveness of ads
Web Analytics
Brand Ad Agency Ad Network Publisher Consumer
Others Others
One of the many ways in which digital advertising works
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Popular Social Media Networks
Advertise next to or above relevant Google search results. With search ads,you can reach customers on all the devices they use to search for information.
Computer Tablet Mobile Phone
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Create all types of ads - text, image, interactive and video ads.Place those ads on websites that are relevant to what you’re selling.Show those ads to the people that are likely to be most interested.Manage and track your budget, campaigns and results as you go.
Display advertising lets you
Text Ads onWebsite
Image Ads onWebsite
Video onWebsite
Ads on MobileWebsite
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PagesMission Control for your business on FacebookPages are the essential place on Facebook for businesses to build connections with people. It’s where youconnect with fans by announcing new products, sharing news, and gathering feedback. Your page is alsowhere you create unique brand content that can become ads and sponsored stories. It’s the core place forBusinesses to manage their posting and advertising content
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Mobile platform for social interactions and communication
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Take control of your business with PringYour brand page is your connection to your consumers. Here, you can begin conversations with them,introduce awesome offers, share news & watch your followers take your brands forward. Throughcutting edge viral features, you can spread the word about your brand, converting your followersinto brand ambassador, sharing anything interesting that you have to offer. Pring pages are
your one stop shop for all your social media requirements.
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LinkedIn is a social network for the business community. It allows registeredmembers to strengthen and extend their existing network of trusted contacts.
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Twitter enables its users to send and read text-based messages of up to 140characters, known as "tweets". It lets you connect and follow the latest stories,
ideas, opinions and news.
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Google+ aims to make sharing on the web more like sharing in real life. Circles,Events and Hangouts are just a few of the features offered by Google+
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We took the top 10 Pakistani brands as measured byNielson in 2011 & tried to determine which digital channelsthey were utilizing to reach their audience.
How do Pakistani Brands Rank?
How effective is each brand's presence? Its a questionwe would love to work on answering, but we considerto be beyond the scope of the current effort.
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The Future For Pakistan
Rise in Mobile Banking
“...35% of the adult population (in Pakistan)could be Mobile Financial Service users by 2020.”
- The Boston Consulting Group 2011
B Solutions 2013Source:State Bank of Pakistan
Major Players
Powered by high penetration of mobile, m-banking is aneasy choice for the country’s unbanked majority
2011 2012 2013 (est.)
42
$2B
$5B
$11B
# of transactions
Value ofTransactions Insights from 2012
121MTotal number of transactions
$5B Worth of transactions
$43Avg. size of transaction
53M121M
189M
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Mobile will be King!
B Solutions 2013Source:StatCounter
India
3G Launch
Feb 20111
Oct 2012
Apr 20131
Not Launched
2008
2009 2013
1Limited Regions only 2Expected
59%
54%
33%
30%
30%
Jul 2012
Jun 2013
Mid 20142
Late 20142
Early 20152
Mobile Traffic Crossover
Bangladesh
Afghanistan
Pakistan
Sri Lanka
Mobile Traffic overtaking desktop traffic in the region
45
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Digital Advertising will Explode!
(Poor choice of words but we mean it in a good way)
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Ecommerce in PakistanEcommerce in Pakistan is estimated to be a $500M industryby 2017. A number of new entrants hope to drastically increasethe size of the pie in the coming years. Some prominent
ecommerce service providers in Pakistan are on the next slide
B Solutions 2013Source:Trango.co, Propakistani.pk, Tech in Asia, Interviews with industry experts & business owners
52
daraz.pk tohfay.comtcsconnect.com shopistan.pk shophive.com symbios.pkhomeshopping.pk
Retailers
Classifieds
300-500 80% $500MDeliveries per day made bysome of the larger retailers
of online shoppers optingto pay via Cash on Delivery
will be the size of the industryin 2017 according tosome experts.
tradekey.compakwheels.comolx.com.pkkaymu.pk
What Does All Of This Mean For YOU?
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B Solutionswww.bsolutions.pk
[email protected] +92 42 35709916
We would like to thank the following individuals for their help, encouragement & guidance: Ali Shahid,Asfandyar Farrukh, Asfia Fazal, Asif Qayyum, Dr.Ehsan-ul-Haque, Dr.Zahoor Hassan, Faisal Zahid, Khalid Farid, Murtaza Ali,
Naveed Siraj, Noman Ali, Sami Kizilbash, Sheba Najmi, Tania Aidrus, Tauqir Tariq
Slide 6: http://www.pta.gov.pk/index.php?option=com_content&task=view&id =269&Itemid=658 http://www.internetworldstats.com/asia.htm http://www.census.gov.pk/ http://countrymeters.info/en/Pakistan/ Country MetersSlide 7: Slide 7: World Bank's World Development Indicators (WDI) databaseSlide 8: http://www.pide.org.pk/pdf/PDR/2011/Volume1/1-28.pdf https://www.cia.gov/library/publications/the-world-factbook/geos/pk.html http://www.adb.org/publications/middle-class-size-past-present-and -future-description-trends-asiaSlide 9: World Bank's World Development Indicators (WDI) database (cars) http://www.tradingeconomics.com/pakistan/internet-users-wb-data.html (2010 figure according to (2010 figure according to World Bank Data as published in 2012) http://www.pbs.gov.pk/content/pakistan-statistical-year-book-2012 (2011 -12 statistics) As cited in (OCT 2010) http://www.radio.gov.pk/aboutus.htm http://www.radio.gov.pk/new/site/images/pbc_st.jpg. Trivia book Top 10 of Everything 2011 by Russell Ash (taken from surveys of UNESCO) surveys of UNESCO) Adapted from the data by Pakistan Bureau of Statistics & State Bank of Pakistan (SBP)FY12, does not include Chinese and smuggled phones as cited in (http://beta.dawn.com/news/647338/pakistan-ranks-5th-in-asia -in-mobile-phone-users) Interviews with Industry expertsSlide 10: Pakistan Telecommunicaiton Authority Mobile Users calculated from % share of internet tra Mobile Users calculated from % share of internet traffic by mobile users as reported by StatCounter World Bank's World Development Indicators (WDI) databaseSlide 14, 15: http://www.emarketer.com/Article/Digital-Account-One-Five-Ad-Dollars/1009592 http://www.emarketer.com/Article/Google-Takes-Home-Half-of-Worldwide -Mobile-Internet-Ad-Revenues/1009966 AuroraSlide 16, 17: Slide 16, 17: Aurora Fact File - http://auroramag.wordpress.com/aurora-fact-file/Slide 18 Based on Interviews with Industry ExpertsSlide 19: http://www.emarketer.com/Article/Total-Media-Ad-Spending-Rising-Steadily -Indonesia/1009246 http://www.emarketer.com/Article/Emerging-Markets-Asia-Pacific-Propel-Digital -Ad-Spend-Growth-Region/1009598 http://www.srl.lk/factfile/advertising-expenditure-adex-2000-2010/ http://archive.thedailysta http://archive.thedailystar.net/newDesign/news-details.php?nid=248704Slide 22-23: Google Adwords - http://www.google.com/adwords/Slide 24-25: Google Ads – Display Network - http://www.google.com.pk/ads/displaynetwork/ Digital Agencies and the Google Display Network (by:Clark Kent Koga, 16 May 2013) Build Brands with Google PK Display
Slide 26-27: Facebook Pages - https://www.facebook.com/about/pages Facebook ad planner - https://www.facebook.com/business/connectSlide 28-29: SmsAll - http://smsall.pk/Slide 30-31: Pring - http://www.pringit.com/Slide 32-33: Linkedin ad planner - https://www.linkedin.com/ads/Slide 34-35: Twitter – http://twitter.com Interviews with industry experts Interviews with industry expertsSlide 36-37: Google+ for Business - http://www.google.com/+/business/Slide 38-39: As cited in Campaign Asia (http://www.campaignasia.com/Article/ 256186,pakistan-focus-top-10-brands-by-nielsen.aspx)Slide 40 Pakistan & its image problem – Eric Schmidt https://plus.google.com/+EricSchmidt/posts/4UcNomnhipXSlide 41-42: Shaping our financial future, Socio-economic impact of mobile financial services financial services http://www.telenor.com/wp-content/uploads/2012/03/Shaping-our -financial-future-final.pdf The Socio-Economic Impact of Mobile Financial Services Analysis of Pakistan, Bangladesh, India, Serbia and Malaysia http://www.telenor.com/wp-content/uploads/2012/03/The-Socio -Economic-Impact-of-Mobile-Financial-Services-BCG-Telenor -Group-20 -Group-2011.pdf SBP (http://www.sbp.org.pk/publications/acd/branchless.htm)Slide 45: www.statcounter.comSlide 46: Faisal Shaikh – GfK http://trango.co/a-marketers-guide-to-brand-wars-smart-vs-mobile -phones/Slide 49: Aurora Fact file - http://auroramag.wordpress.com/aurora-fact-file/ World Bank's World Development Indicators (WDI) database (cars) http://www.tradingeconomics.com/pakistan/internet-users-wb-data.html (2010 figure according to World Bank Data as published in 2012) http://www.pbs.gov.pk/content/pakistan-statistical-year-book-2012 (2011-12 statistics) As cited in (OCT 2010) http://www.radio.gov.pk/aboutus.htm http://ww http://www.radio.gov.pk/new/site/images/pbc_st.jpg. Trivia book Top 10 of Everything 2011 by Russell Ash (taken from surveys of UNESCO) Adapted from the data by Pakistan Bureau of Statistics & State Bank of Pakistan (SBP)FY12, does not include Chinese and smuggled phones as cited in (http://beta.dawn.com/news/647338/pakistan-ranks-5th-in-asia-in -mobile-phone-users)Slide 51-52: Slide 51-52: The Ambition of Shopistan.pk - http://trango.co/the-ambition-of-shopistan-pk/ Despite Tough Conditions, Ecommerce Businesses in Pakistan is on the Rise – Interview with Arslan Nazir (Shophive.com) - http://propakistani.pk/2013/04/22/despite -tough-conditions-ecommerce-businesses-in-pakistan-is-on-the-rise/ Pakistani E-Commerce Ventures Look Global - http://www.techinasia.com/pakistan -ecommerce-goes-global/ Interviews with industry experts & business owners
References
B Solutions 2013
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The trademarks contained in B Solutions Research are the property oftheir respective owners. B Solutions makes no warranties orrepresentations of any kind relating to the accuracy, completeness,or timeliness of the data provided and shall not have liability for anydamages of any kind relating to such data. The report and researchmethodology was developed by and is the exclusive property ofB Solutions.B Solutions.This Research/Report by B Solutions, or any portion thereof may notbe reprinted, sold or redistributed without the written consent of B Solutions.This Research/Report is disseminated and available primarilyelectronically, and, in some cases, in printed form.Additional information on recommended instruments is availableon request.