Pakistan OOH adex share plummeting: Brainchild report
By Rajiv Raghunath - July 22, 2021
OOH share of adex declined by 54% in 2020 compared with 2019.
The Covid-19 pandemic took the wind out of the sails of OOH business in Pakistan that was already hamstrung by curbs and bans enforced by different judicial rulings. The recently released ‘Pakistan Media Outlook 2021’ report presented by Brainchild Communications cites these trends.
OOH share of adex declined by 54% in 2020 compared with 2019, in contrast to the recovery staged by TV and Digital.
The report states that “Q2 2020 saw a 62% decline in the OOH ADEX vs Q1. However gradually this medium has started to pick up since Q3 2020 with the easing of lockdowns, with 25% increase in Q3 vs Q2 2020, which has sustained going into 2021 as well.”
The report states that while OOH is witnessing more innovations in advertising, there are no clear indications of how soon the business will bounce back in the post-Covid period.