Outdoor Advertising Trends in Karachi 1
Preface
Advertising has become the integral part of today’s
life, and Outdoor Advertisement has a crucial role in
this ground. This is because there is a wide market
consisting of endless brands or products. The
consumer today is influenced by advertising and this
result in his purchase behavior. Hence advertising
gained importance and recognition in society.
Advertising is the parameter which is used by
consumers to decide on a purchase of a particular
product. The brand that is projected and advertised
well is going to sell well in the market.
But in Karachi, there was no data available in this
ground; so that an advertiser can see the effect of
advertisement on consumers’ buying behavior. This
report will help to see the trends of “Outdoor
Advertisement” in Karachi and also have a concise
view of consumers’ behavior towards billboards ,
rather outdoor advertisements are tends to change
any consumers’ buying decision or not? What types of
advertisement have deep impact on the psychology of
male and female separately? Last but not the least,
what consumers’ wants advertisers to bring in?
Adnan Ahmed
Muhammad Umer Sabir
Prepared by: Adnan Ahmed Muhammad Umer Sabir
Outdoor Advertising Trends in Karachi 2
Prepared by: Adnan Ahmed Muhammad Umer Sabir
Outdoor Advertising Trends in Karachi 3
Acknowledgment
We would like to express our heartfelt
gratitude to all who have lent their
hand in making this project a success.
Initially we would like to extent our
warm thanks to prove Mr. Salman
Raja for guiding us and giving his
valuable support and helping us with
every minute aspect on this project. Sir
really made this project a great learning experience.
We are also thanks full to our institute "Preston Institute
of Management Sciences and Technology" for providing
us an opportunity to work on this project and gain
valuable experience and hindsight on conducting a
research project.
Lastly, we would like to extend a very warm thanks to
all the respondents who give us their valuable inputs to
make this project a success. It would not have been
possible without them.
Adnan Ahmed
Muhammad Umer Sabir
Prepared by: Adnan Ahmed Muhammad Umer Sabir
Outdoor Advertising Trends in Karachi 4
TABLE OF CONTENTS
Preface.............................................................1
Acknowledgment ..............................................2
1. Executive Summary...................................4
2. History of Hoardings..................................6
3. Types of Hoardings .................................10
4. Customary Dimensions ............................15
5. Psychological Impact ...............................18
6. Objectives & Methodology........................21
6.1 Research Methodology ..........................23
7. Demography of Area................................24
7.1 Traffic Density.........................................27
8. Current Scenarios....................................28
8.1 Occupied to Vacant Ratio.......................30
8.2 Heavy & Non-Publicized Areas...............31
9. Advertising Agencies...............................33
9.1 Problems.................................................34
10. Consumers’ Perception............................37
11. Opinion....................................................45
12. Conclusion...............................................48
13. Recommendation ...................................50
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Outdoor Advertising Trends in Karachi 5
Executive Summary
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Outdoor Advertising Trends in Karachi 6
Big organizations in Pakistan had a narrow spectrum of advertising choices for quite a few years and sensational latest media generally accessible all over the globe were virtually unheard of.
This report is commissioned to examine the “Outdoor Advertising Trends in Karachi” for purpose to see the importance, impact and consumer perception in current scenarios. The target population of research was of Shahra-e-Faisal and qualitative, descriptive type research was done on a non probability random sample with the size of 100 and questionnaire was distributed. Target population was at least middle pass, non blind and travelers in the same time. The survey reveals that outdoor advertising have profound effects on the consumers’ buying behavior. The Safety, Size, Powerful visuals, Clever Creative are demanding features. And for the better visibility in night Reflective medium or solar billboards are used and clutter or hindrance should avoid. Road junctions are currently most impactful place for advertising. There is also seeing declining trend in billboard industry due to the possible reason of current recession.
Spending a lot of time evaluating their effectiveness as a single component of the strategy may be time spent in futility. However, that does not lessen their impact on the subconscious and the creation of positive imagery for the masses. The results document the facts that billboards are important promotional tool.
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Outdoor Advertising Trends in Karachi 7
History of Hoardings
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Outdoor Advertising Trends in Karachi 8
In the times of 1948,
billboards were not in
existence but posters
and other small and
large size hand
painted adverts were
mostly used for the
purpose of Film advertisements, they were hand
painted because of no other mean of printing. They
were very cheap and were very much successful. In
those times horses, cars and bicycle were being used
in this process. This trend was in fashion for a long
time and people were kept aware of new upcoming
events in cinema industry. In 1948 film “Teri Yaad”
was released, big and small size posters had helped in
publicity. Besides cinema industry, advertisements
were also been used for households and many other
purposes like “Orient Airways”, “DAWN”, “B.P.” and
other eatables. Although those ads were not so
colorful but the details are attractive even. For
example look the ad to above right; this BP factory
also exists today. Karachi phone number given in the
advertisement comprises of 4 digits only. Compare
this to 8 digit land line and 11 digit mobile numbers of
today. Many of the companies and businesses
mentioned in these advertisements still exist. These
ads appeared in the Pakistan Year Book of 1949
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Outdoor Advertising Trends in Karachi 9
printed by Kitabistan, Karachi. Note that in the ad to
the left, an old timer is seen drinking cooking oil with
spoon – apparently it was very good for health.
According to the ad, Co-Co Gold oil also rekindles
one’s feelings in addition to the obvious health
benefits. Like the same there were some ads from
1950 are also placed. Big organizations in Pakistan
had a narrow spectrum of advertising choices for quite
a few years and sensational latest media generally
accessible all over the globe were virtually unheard of.
However, all that became history in the late nineties
as the market for breath taking kinds of ads rose as a
bigger number of organizations competed for a
portion of the budding market. One such form was
digital printing that could be employed for a variety of
indoor and outdoor purposes. Large billboard ads and
store signage in Pakistan were principally manually
painted and were confronted with a few problems
such as fading of colors and unsatisfactory
composition, with most hoardings and shop frames
being manufactured with low gauge metal sheets or
plastic. A number of suppliers gave superior quality
displays with impressively painted pictures, but the
period it utilized to supply these signs were huge
because of the labor-intensive process.
Another customary
type of outdoor
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Outdoor Advertising Trends in Karachi 10
advertising was neon with several visual effects, like
lighting different portions, shown on signs. The neon
sector was flourishing prior to the beginning of digital
print media in Pakistan in spite of important basic
issues. Neon displays were most efficient in the dark
and presented little in terms of thrill throughout the day
and were considerably high on repair expenses with
neon tubes needing replacement considerably
commonly.
The third generally well-established kind of advertising
in Pakistan comprised offset printed posters, which
were generally consumed indoors or applied in
considerable quantities on communal walls. Offset
posters were however inadequate in dimensions and
were subject to hardships such as color fading and
tearing too easily. Even the finest quality displays did
not retain their brightness for more than a tiny number
of days.
Screen-printing for small displays was also accepted in
Pakistan. While semi-manual machinery were utilized
everywhere on the globe, Pakistan’s sector was still
predominantly a labor-intensive process. Screen-
printing was convenient and easily attainable in the
major cities. However, the quality was gravely poor and
similar to the other widespread media faced difficulties
like color fading and regular theft.
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The primary digitally
printed large
billboards or skins, as
regularly alluded to
in the business, were
acquired from
international firms in
countries like
Australia. The effect generated by these excellent
quality displays was the beginning of a quick and much
required transformation in the advertising sector in
Pakistan. Organizations immediately started to arrange
orders for printed signs and the face of outdoor media
in Pakistan totally changed from then on. Within a small
number of years Pakistan had a small number of its own
limited print shops and with low-cost technologies quite
easily available from China, the printing sector turned
into a respected and lucrative industry.
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Outdoor Advertising Trends in Karachi 12
Types of Hoarding
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Outdoor Advertising Trends in Karachi 13
In the targeted area of research, we found the
following types of outdoor advertisements:
Billboard
Bridge Panel
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Building Wrap
Cut Out
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Bus Stop
Electrical
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Inflatable
These outdoor advertising have many types of products
and services being displayed, mostly possessing
FMCGs, cellular companies, political parties, banks,
mobile phones. Some of them were regarding
educational institutions, social services, electric
generators and so on. Drama industry is also
advertising on many bridge panels. But only one LED at
the Hotel Metropole is the most attractive type of
advertisement can be seen clearly from the signal of
Mehran Hotel. There is much clutter that limits the
visibility of consumer and many areas are very much
advertised or non-advertised are mentioned on
upcoming pages.
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Outdoor Advertising Trends in Karachi 17
Customary Dimensions
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Outdoor Advertising Trends in Karachi 18
Outdoor Advertising is mainly comprised of three
mediums: Transport Displays, Street Furniture and
Billboards. Among the three methods, billboards have
proven to be superior in attracting attention and
promoting consumer action. Billboards often succeed
over other forms of media such as internet, TV and
radio by projecting the advertiser’s message to a wide
spectrum of lifestyle oriented consumers in a highly
cost-effective manner. Over the past decade, the shape
and form of the outdoor medium has changed.
Previously 'Outdoor' advertising was associated with
Billboards, but now encompasses a wide range of 'out-
of-home' formats to reach consumers where they live,
work, play drive, shop and commute. Outdoor Products
come in number of poster sizes, formats and other
configurations that suit many different outdoor
advertising opportunities. Out-of-Home Media does not
have a flat, fixed price list or the dimensions. There are
many factors that affect billboard and other outdoor
media prices. These factors include market population,
location, traffic and demand.
Billboards:
The mostly in use sizes in billboards are under.
10 Ft. x 20 Ft. 10 Ft. x 23 Ft. 10 Ft. x 39 Ft. 10 Ft. x 40 Ft. 10 Ft. x 50 Ft. 12 Ft. x 40 Ft.
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15 Ft. x 45 Ft. 60 Ft. x 20 Ft.
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Bridge Panel:
The dimensions of bridge panels may vary due to the
width of the road.
4 Ft. x 80 Ft. 8 Ft. x 90 Ft. 10 Ft. x 110 Ft. 12 Ft. x 110 Ft.
Building Wraps:
The building wrap also varies in dimensions due to the
space available.
10 Ft. x 80 Ft. 12 Ft. x 60 Ft. 12 Ft. x 100 Ft. 18 Ft. x 120 Ft. 18 Ft. x 135 Ft.
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Psychological Impact
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Billboards immediately attract attention and usually
leave a lasting impression if they are visually pleasing.
But they don't necessarily increase business growth for
a company as much as they increase name recognition
and image as part of an overall strategy.
Effective billboards must have
a clear, concise message and
attractive illustrations and
visual appearance. They need
to be as clutter-free as possible
and easy to read. They only
receive about 2-4 seconds of a
driver's attention so the
message needs to be easily digested.
Assessing the value and effectiveness of outdoor
billboard advertising is challenging. There are many
methods of advertising which produce results that are
easier to evaluate such as newspaper ads and direct
mail campaigns. The difference with billboard
advertising is that it is exposed to the masses but there
is no real way to evaluate who really absorbs the
message. Methodologies have been applied to
evaluating effectiveness, but they are weak in
demonstrating validity.
Billboards are not typically utilized by small companies
to promote a particular product or service. Viewers
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don't have time to jot down a phone number or other
information. That's why billboards are more often used
by large companies promoting their brand and image.
Major corporations such as insurance, beer, or soft drink
companies have money to put into billboards to
promote brand awareness. A picture is truly worth a
thousand words on billboard advertising for this
purpose.
Rather than focus on the effectiveness of billboards as a
single component of a company's marketing and
promotional campaign, it is more important to see it as
part of the entire campaign. The benefits of billboard
advertising include:
Instilling brand recognition Emphasizing a specific
image Keeping brand name in front of the masses
Filtering to the subconscious for future recall when
purchasing products Supporting revenue growth when
combined with other advertising strategies Giving a
"feel good" feeling about a product or service
Marketing campaigns deploy a variety of advertising
tools focused on engaging new customers. They
bombard the senses with information about the specific
product and billboards are one tool in the toolkit. When
billboard advertising is combined with proven strategies
for revenue growth, they can enhance a company's
market position and overall image thus contributing to
the success of the marketing campaign.
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Outdoor Advertising Trends in Karachi 24
Spending a lot of time evaluating their effectiveness as
a single component of the strategy may be time spent
in futility. However, that does not lessen their impact on
the subconscious and the creation of positive imagery
for the masses.
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Outdoor Advertising Trends in Karachi 25
Objectives & Methodology
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The purpose of this survey was to find out the following
fields of the outdoor advertisements in the Karachi city.
Importance: Rather they have any significance or
they are just waste of money and space.
Impacts: What impact do they create on the
perception and buying decision of consumer’s?
Consumer perception: What is the current
consumers’ perception, regarding billboards?
Current scenarios: What is the current ratio of
empty to occupy? And What is more being
advertised?
Beside these some other findings were also under
consideration,
Most visible areas: What areas have more
billboards? and what areas have no billboards?
Contribution to accidents: Do these billboards
contribute in accidents or not?
Consumers’ opinion: What is the opinion of
consumers’ to enhance the field of advertisement?
For these findings, Shahra-e-Faisal was taken as the
sample because it has the highest flow of traffic. There
are 749277 vehicles are traveling through this road in 24
hour duration. It’s very difficult to conduct the research
in other areas of concern, but as compare to others, this
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road has variety of people mostly are associated with
business activities and is a perfect sample. The
demography of the area is been discussed already.
Shahra-e-Faisal is the longest signal free corridor
among others, and is mostly visited daily by the people
of all the levels. Despite that fact of significance, many
type of advertisements are frequently appeared in this
area but others vicinities are very much vacant also.
Research Methodology:
A non probability random sample was taken, with the
sample size of 100 and questionnaire was distributed.
Target population was at least middle pass, non blind
and travelers in the same time. As, all the areas of
Karachi are not been surveyed, hence results may vary.
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Demography of Area
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Shara-e-Faisal is
one of the major
boulevards in
Karachi, Sindh,
Pakistan. It is
named after King
Faisal (Shah
Faisal) of Saudi
Arabia. The former name of Shara-e-Faisal was Drigh
Road.
Shara-e-Faisal is controlled by the Defense Housing
Authority (DHA). Most of National and Multinational
Companies offices, Schools, Shopping plazas, Banks and
Institutes, Restaurants are close with Shara-e-faisal, and
so it is the 1st most important road. Shara-e-Faisal one
of the largest Business districts in Karachi. Due to the
Jinnah international airport, faisal road is being visited
by many foreigners and local people of all age group
every day. Sensitive places like services’ recruitment
centers and museums are also there, beyond this
operating of these services is also being done mostly
from this area, Army house is the most secrete place
allocated on the road.
Landmarks
Quaid-e-Azam International Airport
Jinnah Terminal (Hajj Terminal)
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Outdoor Advertising Trends in Karachi 30
Drigh Road Railway Station
Pakistan Air Force Museum
Ayesha Bawani Academy
Karachi Grammar School
Faisal Bank Head Office
Faisal Cantonment
Shah Faisal Town
Metropole Hotel
Awami Markaz
Gora Kabristan
FTC Building
Regent Plaza
LAL Kothi
Lal Quila
Link Roads
Main National Highway
Rashid Minhas Road
Shahra e Quaideen
Shaheed e Milat road
Dr. Dawood Pota Road
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Rafeeq Shaheed Road
Abbasi Shahed Road
Tipu Sultan Road
Habib Ibrahim R.A Road
Air Port Road
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Traffic Density
Time of DayPrivate
CarsTaxies
Auto
Rick-
shaw
Motor
Cycle &
Scooter
Public Transport
TotalContract
Carriage
/School
Buses
UTS/
KPTS
Buses
Large
Buses
Inter-
city
Buses
Mini
Buses/
Coaches
7:00-8:00 13302 572 304 2880 14853 2890 286 778 8973 44802
8:00-9:00 19091 739 673 6561 12411 3848 0 50 11304 54677
9:00-10:00 16000 1166 899 8388 6396 2805 0 0 12727 48380
10:00-11:00 14222 1047 939 7134 5187 3110 0 80 10340 42059
11:00-12:00 16390 1253 1095 7082 7167 2926 0 0 8527 44440
12:00-13:00 19389 1434 1358 6554 9888 2614 60 0 9218 50514
13:00-14:00 19457 1371 1300 5828 9240 2718 0 165 7519 47598
14:00-15:00 15406 1153 1184 5703 10269 1852 180 734 7773 44254
15:00-16:00 17985 1286 1040 6789 3360 1347 152 543 6543 39046
16:00-17:00 17807 1347 1186 7314 3456 2451 780 283 8149 42772
17:00-18:00 21094 1449 1227 6786 3204 1583 1172 0 9792 46308
18:00-19:00 21990 1150 1070 8283 2142 1981 609 223 9154 46602
19:00-20:00 24042 1171 1049 6884 1752 1518 526 653 8489 46084
20:00-21:00 23161 978 945 6458 1197 1446 360 0 6153 40697
21:00-22:00 19760 988 688 6027 1746 1424 83 0 5942 36658
22:00-23:00 12374 751 365 3756 1515 394 23 300 3666 23143
23:00-00:00 8883 726 356 2390 1161 136 0 151 2243 16046
00:00-1:00 5862 500 213 1577 212 0 23 0 878 9264
1:00-2:00 3258 511 126 828 276 0 0 21 267 5288
2:00-3:00 1606 237 94 333 92 0 23 0 0 2384
3:00-4:00 967 179 37 167 258 68 0 0 31 1707
4:00-5:00 1003 185 21 144 161 0 0 0 62 1576
5:00-6:00 947 258 54 282 608 0 318 0 785 3252
6:00-7:00 1932 335 96 981 2988 694 626 343 3731 11727
Total 315927 20784 16318 109125 99539 35808 5221 4324 142231 749277
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Current Scenarios
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At the sharah-e-faisal following types of outdoor
advertisements were found, and are given in details.
Metropole To Airport
(as per 18/10/2011)
FMCG Cellular Political Banks Others Vacant Total
Billboard 18 19 2 1 42 35 117
Bridge Panel 7 1 1 0 4 4 17
Building Wrap 2 1 0 1 0 2 6
Cut Out 7 0 0 0 8 0 15
Bus Stop 4 3 0 0 3 2 12
Electrical 1 0 0 0 1 0 2
Inflatable 0 0 0 0 0 1 1
Total 39 24 3 2 58 44 170
Airport To Mertopole
(as per 18/10/2011)
FMCG Cellular Political Banks Others Vacant Total
Billboard 10 25 7 2 39 27 110
Bridge Panel 5 1 1 0 4 6 17
Building Wrap 2 0 0 0 4 6 12
Cut Out 9 0 0 0 7 0 16
Bus Stop 4 5 0 0 1 4 14
Electrical 0 0 0 0 1 0 1
Inflatable 0 0 0 0 0 0 0
Total 30 31 8 2 56 43 170
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Occupied to Vacant Ratio
The survey reveals that at least 26% of hoardings
remain vacant throughout the month and 74% are
occupied with several advertisements.
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Heavy & Non-Publicized Areas
Heavy Publicized:
Road junctions of
Karachi are full of
flashing billboards
and are heavily
advertised.
Throughout the
way from Metropole to Airport, all the flyovers are full of
different type of billboards. Heavy advertised
intersections are as under,
Metropole signal
Mehran hotel
Regent plaza
FTC flyover
Quaideen Flyover
Baloch colony
Star gate
Malir Halt
Some sections of the road are
also much advertised are as
under also
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Metropole to Nursery
Baloch colony to metropole
Non-Publicized areas:
Some particular portions on this road are in possession
of Air force so due to some circumstances air force not
let the billboards to be there. Trough out the Karsaz to
the Drigh Road the area is just having few billboards. At
second place, area under Civil Aviation is almost vacant
except star gate and the inside front portion of Air port.
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Advertising Agencies
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An advertising agency or ad agency is a service
business dedicated to creating, planning and handling
advertising (and sometimes other forms of promotion)
for its clients. An ad agency is independent from the
client and provides an outside point of view to the effort
of selling the client's products or services. An agency
can also handle overall marketing and branding
strategies and sales promotions for its clients.
Typical ad agency clients include businesses and
corporations, non-profit organizations and government
agencies. Agencies may be hired to produce television
commercials and radio commercials as part of an
advertising campaign.
Problems:
Although the advertising business is on its glance, even
electronic media is exposing ads for their dramas,
morning shows, talk shows and even news channels,
but this outdoor media industry is facing some severe
problems. From the government till the local addicts,
agencies have to fight for the minimum loss. During
the survey some issues regarding this were also came
in contact
Power Failure:
Due to the disconnection of
lights to the billboards, visibility
has come down and agencies
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have to put lights on their own generators or now the
solar setups are also being used. These are quite
expensive alternate to be chosen.
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Reflective medium:
The other way, to make
billboards visible, a
reflective medium is being
used but the printing is not
very easily available, hence expensive.
Theft:
The lights, equipments and
panaflex are theft by drug
addicted. Sometime these
types of activities are also
done by “cheap”
competitors for their own
sake.
Over Pasting:
In many area of
Karachi billboards are
found over pasted
with political banners
having different type
of appeal, information about upcoming political events
like mobs and sometimes regarding the invitation to the
welcome of someone.
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Crashing down:
In 2007’s cyclone more than
400 people were died,
mostly due to falling
billboard, the winds uprooted
importantly hundred of steel
billboard hoardings came crashing down on to the
streets. Sometimes administration asked to remove
billboards, this is really an issue.
Tear off: Panaflex are torn
off by people or sometimes
strong winds also contribute
to this issue also. Even this is
not very frequently happen
but it is a type of loss.
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Consumers’ Perception
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Measuring the true impact of billboard advertising is a
complicated affair. Since there is no way to be sure who
has seen let alone took notice of the advert it is difficult.
If the location is right that will surely get positive
impact. Prime locations would be such as roadside
where drive time/rush hour traffic congregates, here
captive audience trapped by their car and slow moving
traffic. In the survey, locations like restaurants, traffic
signals, bus stops and other places were under
consideration and people were requested to fill up the
forms comprising following questions and the highest
attaining results are explained.
Do you notice advertisement those come in your
way?
Figure 1.1
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As shown in figure 1.1, the most women with 45%
notice billboards sometimes and men has 28% ratio in
this option. The 43% of men and 41% of women notice
billboards many times. Below than 5% of men and
women said that they never noticed billboards.
What kinds of ads have impressed you the most?
In terms of Presentation
Figure 1.2
Figure 1.2 states that, 35% of men are impressed in
terms of presentation by “women as model” but 36% of
female want to see “T.V celebrity” as model. The ratio
of Sports celebrity is also 32% and 23% of male and
female respectively. 10% of people have different
opinions; they want to see people engaged in social
services and others.
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In terms of product category
Figure 1.3
Figure 1.3, explains in terms of product category,
women leads “food” option with 27% and men with
25%. Women have more ratios in “mobile handsets”
than male with 28% and 11%. Billboards with message
of “Mobile Network Services” women again have high
value of 28% and men have 22%.
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Do these billboards effect your buying decision?
Figure 1.4
Figure 1.4, illustrate that, buying decision of men are
never changed but females buying decision can be
changed by advertisements. “Rarely” is also an option
mostly selected by men and women with 28% and 36%
respectively.
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Do you notice the changes in billboards?
Figure 1.5
Figure 1.5, shows that men notice the changes in
billboards “many times” with 49%, and women “rarely”
notice the changes 36%. “”Sometimes” was answered
by male and female 36% and 32% respectively.
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Do billboards contribute to road accidents?
Figure 1.6
Safety is the issue of all times in Karachi, figure 1.6
shows the consumers perception about contribution to
accidents. 39% of male has answered “yes” and women
have agreed “9%” only. But 8% men and 41% women
believe that there is no relation between billboards and
accidents. And 5o% females and 46% males are “Not
Sure” about this issue.
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How often do you visit this/these road/s?
Figure 1.7
In above figure 1.7, 53% of men and 50% of women
visit these roads “2 times a day” and no women visit
these roads “more than 4 times” but men have 10%
ratio in this option.
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Opinions
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People were asked to give their opinions, in order to
flourish the field of outdoor advertisements. It was done
to find out the consumers’ will, and an advertiser can
get better image in order to prosper his campaign. Most
of them have comments like “no idea” and some of
them said “going well”. Bit out of most were not in favor
of billboards, as they said, billboards must be on the
traffic, because they are adding to the road accidents.
Some have suggested as per their point of view,
Billboards must be
Creative: They must have unique idea.
Safe: In sense of, not critical to high wind or
bowing down in heavy rains.
Attractive: They must be well placed and
creative.
Colorful: They must be colorful or if they are
black and white they must be sensible.
Have lights: They must have lights, so that they
can be visible in night.
Big in size: Big billboards attract the consumers
the most. 30 x 90 is the biggest size in billboards.
Religious aspects: They must be ethical and not
against the Religious views, or must or be vulgar.
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People related to marketing had exposed more
appropriately along with above opinions they also
exposed better ideas in terms of
Rating: They must be rated, so that
creativity must come out in competition.
Price: They have reasonable prices, so that
can be engaged more and more.
Viewership: The viewership must be
conducted, so that advertisers can easily
distinguish the appropriate size and other
fields as per their product need.
Bit out of most were not in favor of billboards, as they
said, billboards must be on the traffic, because they are
adding to the road accidents. These types of statements
are not supported by any evidence from “Road Traffic
Injury Research & Prevention Centre”.
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Conclusion
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This study focuses on “Outdoor Advertising Trends in
Karachi” that comprises the impact on the psychology
of consumer. After having a view point of consumers’
we are up to the conclusion that, the creative and big
size, colorful ads are more attractive for the consumers’
especially LED and cutouts have deep contact. Eatable
products’ advertisement draws attention of people
more than any other product. Male and female likes are
different and want to see “Women as model” and “T.V.
celebrity” respectively. Outdoor advertisements are
very much able to change the buying decision of
women but in men this phenomenon is not successful,
but men observe the changes in billboards more
repeatedly as judge against to women. Although
outdoor advertisement gives a colorful impression to
the environment and also do not contribute to the road
accidents ratio but they are sometimes unsafe,
especially in the rainy season.
We had taken Shahra-e-Faisal as sample because of
rich demographical aspect; shortage of time and this
road represent the entire city of Karachi. This report is
representing the perception of Consumer’s travelling
through this road, but in future researches can be
expanded to other areas particularly I.I Chundrigar
road, M.A. Jinnah road, University road and so on. The
research can be extended to nonusers or former users
of billboards would provide a useful comparison to the
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perspectives of current billboard users and give
additional insights on the strengths and weaknesses of
this form of outdoor advertising. Most important,
research could examine whether businesses are correct
in their views of billboard characteristics that lead to
success. Laboratory experiments may be used to test
how attitudes and intentions are influenced by billboard
characteristics.
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Recommendation
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The survey has concluded a few commendations that
are as under:
1. Understand Your Audience - The Outdoor Advertising survey reveals that a poster has about six seconds to deliver its message. Make sure the design is simple, yet bold and is readable from a distance. To test the legibility, look at the rough design from a distance equal to 17 times the width of the artwork. Check it under several different types of lighting conditions and angles, since it will be viewed by passing motorists in all kinds of weather and at different times of the day.
2. Keep copy concise - The less said, the better. A few well-chosen words are all it takes to get that concept noticed - and remembered. A jumble of sentences is all it takes to be passed without a glance - and quickly forgotten.
3. Avoid ornate typefaces. An elaborate or decorative type treatment can make your message - no matter how concise - difficult to read in the few seconds your design will be seen.
4. Avoid typefaces with extreme contrasts. Those typefaces with a mixture of thick and thin lines are difficult to read by passers-by. Heavy, fat typefaces can turn into a blur from a distance, and an ultra-thin, condensed style may simply fade away to nothing. A simple serif typeface has proven to be the easiest to read.
5. Use upper and lower case, if possible. It's been proven that messages presented in all capital letters are difficult to read.
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6. Choose color wisely. Studies have shown that the easiest-to-read messages are comprised of black type against a yellow background. While this, naturally, does not adapt to every design, keep in mind that high contrast.
7. Rules are meant to be broken. Keep in mind, however, that more is not better. Forget the fine print and the paragraphs of clever copy. When designing a billboard, keep three words in mind: “Immediate Visual Impact”. This applies to the overall design, the art, and of course, the copy.
REMARKS
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