Islamabad, Pakistan – The revenue on linear advertising in the Pakistan market is set to grow by 5% by the end of 2022 at US$480m, slightly higher than its pre-COVID revenue of US$460m at 6%, according to the latest data from global media investment and intelligence company MAGNA.
The growth is parallel to Pakistan’s growing economy, with real GDP forecast to grow by +4% in 2022, according to the latest IMF report, following growth of +3.9% in 2021.
Format-wise, OOH (+10%) and television (+5%) is expected to see the strongest growth in 2022 for Pakistan, while print will continue to stagnate at -1%, and radio seeing a modest increase of +4%.
Meanwhile, digital ad formats will experience much stronger growth, with revenues rising +28% to reach US$170m. This follows strong 2021 growth of +38%, driven by significant increases from digital video (+43%) and search (+41%). Digital (+41%) and search (+29%) will continue to drive growth in 2022, along with social (+23%).
Digital media remains relatively underdeveloped in Pakistan, accounting for less than 30% of total ad dollars, compared to the APAC average of 63% and of neighboring country India with 33%. Over the next five years, the report anticipates a digital CAGR of +28%. Over 70% of digital ad dollars currently go towards mobile formats; this share is expected to increase to 86% by 2026.
Gain valuable insights about the future of CX innovation through the ‘Revolutionizing Customer Experience through the Power of Conversational Commerce’ report by Infobip. Explore the strategic implementation of conversational commerce! To download the research for FREE, click here.
Access exclusive insights about authentication, personalisation & engagement, the Tools You Need to Succeed, and more! In the 'What Customers Want: A Retailer’s Guide to Digital Customer Experience’ industry report by Infobip, retailers will be empowered with insights to stay ahead in the dynamic retail landscape. Click here to download the research for FREE!