TABLE OF CONTENT

Purpose

What’s New

Digital Landscape

Digital Insights

Platform Overview

News Bytes

Digital 101

Hashtag Cloud

Top Favorite Picks

Hot Discussion Topics On Digital

Trending Videos to Watch

The purpose of this report is to give readers an overview of the digital industry

landscape of Pakistan. The report covers how social media is evolving and how

brands locally and globally are effectively using the medium. The report also includes research on trends, topics and innovations

that are being talked about worldwide.

PURPOSE

WHATS NEW?Lightbox Ads

DIGITAL LANDSCAPE

PAKISTAN DIGITAL LANDSCAPE

196.1 MTotal

Population

36%Urban

64%Rural

31 MInternet Users

16.4%Internet Penetration

150 MMobile

Subscribers

12MillionSmart-PhoneUsers

18.2Million Users8% Penetration:

3 Million Users1.4% Penetration:

19.4 MUsers On Top

Social Networks

8%Social Network

Penetration

*January 2015

150,000+Users

2.5+MillionUsers

350,000Users

15Musers

access internet

frommobiles

DIGITAL INSIGHTSTOP 3 TECH TRENDS

MARKETERS SHOULD WATCH IN 2015

DIGITAL INSIGHTS

At the start of every year, we all try to predict what’s to come. What trends will shape the industry? What technologies will people embrace? While we don’t have

crystal balls, we do have search data. And as a vast collection of consumer intentions, it can be a great bellwether of trends. We looked at searches on

Google and dug through industry research to see what’s actually catching on.

*Although findings of the report are based on the US market, these industry trends reflect the local market as well.

The ‘internet of things’ is officially a thing. As devices proliferate and start to work together, connected objects

will become platforms for your life. They’ll help you

with the things you do every day – from entertainment to driving to taking care of your

home.

CONNECTED LIFE

PLATFORMS ARE EMERGING

Searches related to the Internet of Things grew

2.5X

Searches for wearable tech grew

3X Especially popular among

the health-conscious crowd.

(Google Data, December 2013 – December 2014)

Searches for smart TV grew by

28%Surpassing searches

about other popular TV specs.

1.6M Hours of video about

connected car platforms were watched on YouTube.

(YouTube Data, January 2013 – November 2014)

(Google Data, January 2013 – December 2014)

Searches for smart lightbulbs up

36%

In 2015 connectivity will be the default in the

products you use most.

(Gartner, November 2014)

(Google Data, January 2013 – December 2014)

4.9BConnected things will be in use globally in 2015, up 30

year over year.

MOBILE SHAPES THE

‘INTERNET OF ME’

Your smartphone is getting smarter. As they hub for all

these connected platforms, it can use lots of data to create

better, personalized experiences. The ‘Internet of

Things” is becoming an “internet of Me” – all to

simplify your life.

1.3BSmartphones will have

shipped globally in 2014.

(IDC, December 2014)

Americans now spend

151Minutes per day on

smartphones, more than on TV and laptops.

(Millward Brown, 2014)

Roughly

1 in 5Searches on Google are

related to location.

(Google Data, Global, March 2014)

Searches for ‘nearby’ have grown

5XSince 2011 as people

look for what’s around them.

(Google Data, Global, 2011 -

2014)

Searches for personal health apps have grown

12XIn the past year.

(Google Data, December 2013 – December 2014)

Searches for NFC, which lets smartphones ‘talk’ to objects have grown

1.5XIn four years

(Google Data, 2011 - 2014)

THE SPEED OF LIFE GETS EVEN FASTER

Online or off, we can now get information, entertainment,

and services in the exact moment we want them. These quick moments of decision making happen

constantly – and the more connected we are, the more

they will happen.

Lightweight HD cameras make it easier to capture

the moment in the moment.

In the camera & photo equipment category

searches forHD grew

25%

Compact grew

42%

4K grew

142%

Drone grew

270%

(Google Data November 2013 – November 2014)

Drones – remote control flying vehicles, often

equipped with cameras – are becoming a true

‘consumer’ electronic.

2.6XGrowth in searches for drones since last year.

(Google Data, December 2013 – December 2014)

800K Hours of drove videos watched on YouTube in

November 2014.

(YouTube Data)

‘on-demand’ isn’t just for the web anymore.

Searches for ‘same day delivery’ shopping grew

2XThis past February

compared to February 2010.

Technology is a virtual assistant ,

giving us the info we need whenever we ask (or

before we even have to).

The Google app gets 30X

As many action queries by voice as by typing. And it sends automatic alerts if

theres a traffic jam on your commute (and a route

around it).

(Google Data, December 2013 – December 2014)

(Google Data, Global, 2011 - 2014)

WHAT THIS MEANS FOR MARKETERS

Connected objects will create more data – use it to create better experiences. Make recommendations based on preferences. Tap into programmatic technology to deliver relevant ads in real time, use data-driven insights to up your customer service game.

The mobile device is the remote control of our lives. Make sure consumers have great experience with your brand on their smartphone. Use context to make it even better – content about their location, ads with local inventory, one-click ordering.

Consumers expect to get what they want in the moment they want it. Think about what this means for your business – 24/7 customer support? On-demand delivery? A more comprehensive keyword strategy? Make interactions as fast, simple, and easy as possible and make sure they are useful in all the moments that matter.

PLATFORM OVERVIEW

Marketing with TwitterHow can you tell if you’ve done a good job? Target with precision, connect directly with your audience and make sure you hit the mark. Connect with the most receptive Twitter users at the most relevant moment with Promoted Products. 

Targeting options: • By interest: Top 25 interest categories• More focused 350 second level interests• Custom target by combining millions of

@usernames (limit 100 @usernames/campaign)

• Geography: country-level or metro area • Pay only when a user becomes a follower

Promoted Accounts

Build loyalty | Increase earned media | Grow advocate community

Total Pakistani users : 2.5 M+

Promoted

Promoted

Promoted

Promoted Accounts

Promoted Trends

Promoted Tweets

Twitter’s promoted products help drive your campaigns further and faster

Promoted Tweets Amplify conversations | Leverage real-time intent | Drive engagement

Targeting options:• Placement: in search results or timelines to Followers

and/or Follower lookalikes • By interest: Top 25 interest categories -More focused

350 second level interests -Custom target by combining millions of @usernames (limit 100 @usernames/campaign)

• Device: iPhone, Android, Blackberry, desktop • Geography: country-level or by metro area • Pay only when a user engages - defined as a click,

favorite, retweet, or reply

NEWS BYTES

NEWS BYTES

961 Patients Received Free Diagnosis with the Samsung-Donated ECG & Ultrasound units at JPMC

GCU and SUPARCO Partner to Promote Satellite Technology in Pakistan

Ufone to Help Punjab Government to Implement Virtual Governance

Kaymu.pk partners with Tune.pk to boost Pakistan’s e-commerce sector

DIGITAL 101

Digital Glossary

DIGITAL 101

AdWords – The pay-per-click (PPC) search-engine marketing (SEM) program provided by Google.

Algorithm – Mathematical rules and calculations a search engine uses to determine the rankings of the sites it has indexed. Every search engine has its own unique, proprietary algorithm that gets updated on a regular basis. Google’s famously has more than 200 major components.

Collective Intelligence – The idea that a community or group of individuals is more efficiently capable of higher thought processes than an individual. Social-media applications of this concept include online communities which provide user-created informative content, such as Wikipedia.

Dashboard – Any area of administrative control for operating applications, especially social media settings, blogging software, and user profiles for websites that offer multiple customization options.

Forum – An area on a website (or an entire website) dedicated to user conversation through written comments and message boards, often related to customer support or fan engagement.

Microblog – A microblog is a social media utility where users can share short status updates and information. The most famous example is Twitter, which combines aspects of blogs (personalized Web posting) with aspects of social networking sites (making and tracking connections, or “friends”).

HASHTAG CLOUD

HASHTAG CLOUD

Trending Hashtags in Pakistan

#AchaHotaAgar

#PTIPagalKhana

#ZardariNawazUnited

#PakKnowsYourFalseFl

ag

#IKIsBack

#OurSmileIsStrongerThanYour

Gun

#SuchKahunTo

#PakistanKiShaanImrankhan

#GovtFailedOnTerrorism

#AzadiMarchContinues

TOP FAVORITE PICKSFROM AROUND

THE WORLD

Lays Pakistan has recently kicked off its latest campaign called “What’s Your Flavor?” across different channels including social, mobile and traditional offering a chance to win a free ticket to the ICC World Cup 2015.

Click here to read more: Lays - What's your flavor?

Lays Pakistan Launches ‘What’s Your Flavor?’ Campaign To Kick Off ICC World Cup Fever

TOP FAVORITE PICKS FROM AROUND THE WORLDMcDonald's Refreshes 'I'm Lovin' It' and Suddenly Feels a Lot Like Oreo

McDonald's thinks so—and pushes global harmony hard in its new brand campaign, which refreshes the long-running "I'm lovin' it" tagline by putting more focus on the lovin'.

The animated launch ad from Leo Burnett is called "Archenemies," and features pop-culture foes suddenly finding peace.

Click here to read more:McDonalds refreshes I'm lovin' it

Gatorade, which has a knack for creating ads that generate a lot of buzz, is out with a new campaign that celebrates the most iconic sports moments in the brand’s 50-year history.

Gatorade Celebrates Its 50th Anniversary

Click here to see more: Gatorade celebrates 50th anniversary

The ad gives a nod to Gatorade’s University of Florida roots, where the sports drink was developed 50 years ago.

HOT DISCUSSIONTOPICS ON DIGITAL

HOT DISCUSSION TOPICS ON DIGITALWhat Twitter Is Currently Doing — And Not Doing — With VideoVideos on Twitter

Will Advertising Work On Wearables? Advertising on wearables

Snapchat-Commissioned Survey Shows People Like Snapchat AdsPeople like Snapchat ads

Pinterest announces Promoted Pins for all!Promoted pins on Pinterest

63 Percent of Global Digital Ad Spend Will Go to Mobile by 2018Ad spend going to mobile

Facebook's Latest Stats Show Dramatic Rise in Video ContentFacebook stats show dramatic rise in video content

TRENDING VIDEOSTO WATCH

"#OriginalSuperstars" follows four celebs: David Beckham, Rita Ora, Pharrell Williams and Damian Lillard, as they redefine and complicate what it truly means to be a superstar by telling you everything it's not. Filmed in black and white, the spot has a timeless feel to it as Adidas celebrates 45 years of the iconic, three-striped Superstar shoe.

.Click here to play the video:#OriginalSuperstars

Adidas re-launches Superstar Shoe Virgin Atlantic –’The Idea’

Virgin Atlantic has unveiled a new TV spot, which marks a change in creative direction for the airline. It’s goodbye to super-glam aircrew and hello to go-getting passengers. The ad, called The Idea, features CG crowds, tigers and planes to visualize the concept of how an idea is only an idea, until you make it happen.

Click here to play the video:The idea

TRENDING VIDEOS TO WATCH

We’d love to hear from you.Please send your feedback on this report tohello@thedigitz.com