Programmatic in Pakistan

Nowadays Pakistan has become a “digital-first” country. Despite programmatic buying being quite a new tool for the digital market in this country, it is considered to be the perfect method for breaking through digital advertising barriers.

DIGITAL ADS MARKET

In Pakistan, digital ads are the only media in the advertising industry that shows a steady growth over the past years. In the 2018-2019 fiscal year, digital ad spend grew by 31% compared to the previous period, and was $74.6 million. This made up 16% of total advertising spend. It is predicted that in the next few years digital advertising spending is going to increase (approximately by 6%), with programmatic being the ultimate leader.

According to Aurora Report, 2019

AVAILABLE AUDIENCE

Reach: 37.55 million cookies

Impressions: 4.12 billion

AD FORMATS

With the growth of digital advertising, mobile ad formats have been outperforming desktop formats. According to statistics, around 70% of internet users in Pakistan only access the internet on a mobile phone. Moreover, 76% of media traffic was generated through mobile phones in the beginning of 2020. This number has increased by 20% since 2018.

Video advertising format has also gained popularity due to social media expansion (Instagram, Facebook, TikTok). Over the next few years, video ad format is predicted to show constant growth, in particular, in social networks. Moreover, it is considered that implementing the interactive digital ad is an effective way to communicate with the audience in real-time.

INVENTORY

Top Websites Ranking:

google.com, youtube.com, facebook.com, instagram.com, 9apps.com, google.com.pk, twitter.com, whatsapp.com, whatmobile.com.pk, olx.com.pk

Top SSPs in Pakistan:

  • InMoby
  • MoPub
  • Amobee
  • PubMatic
  • OpenX
  • Rubicon Project

MARKET PECULIARITIES

  • In Pakistan programmatic is the new way of digital ad, but very few agencies implement it. The main barriers are little understanding of its processes and limited access to trading desks.
  • There are no regional offices of the big three (Google, Facebook, Twitter), hence it slows down the capability of developing a large digital ad market.
  • The whole digital advertising industry has always relied strongly on government spending.