1.
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

2.
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

3.
WHATS NEW?
Lightbox Ads

4.
DIGITAL LANDSCAPE

5.
PAKISTAN DIGITAL LANDSCAPE
196.1 M
Total Population
36%
Urban
64%
Rural
31 M
Internet Users
16.4%
Internet Penetration
150 M
Mobile
Subscribers
12
Million
Smart-
Phone
Users
18.2
Million Users
8% Penetration:
3 Million Users
1.4% Penetration:
19.4 M
Users On Top
Social Networks
8%
Social Network
Penetration
*January 2015
150,000+
Users
2.5+
Million
Users
350,000
Users
15M
users
access
internet
from
mobiles

6.
DIGITAL INSIGHTS
TOP 3 TECH TRENDS
MARKETERS SHOULD WATCH IN 2015

7.
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.

8.
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)
4.9B
Connected things will be in
use globally in 2015, up 30
year over year.

9.
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.
1.3B
Smartphones will have
shipped globally in 2014.
(IDC, December 2014)
Americans now spend
151
Minutes per day on
smartphones, more than on
TV and laptops.
(Millward Brown, 2014)
Roughly
1 in 5
Searches on Google are
related to location.
(Google Data, Global, March
2014)
Searches for ‘nearby’
have grown
5X
Since 2011 as people
look for what’s around
them.
(Google Data, Global, 2011 -
2014)
Searches for personal
health apps have grown
12X
In the past year.
(Google Data, December 2013
– December 2014)
Searches for NFC, which
lets smartphones ‘talk’
to objects have grown
1.5X
In four years
(Google Data, 2011 - 2014)

10.
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 for
HD 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.
2.6X
Growth 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
2X
This 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)

11.
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.

12.
PLATFORM OVERVIEW

13.
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 themark.
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+

14.
Promoted
Promoted
Promoted
Promoted Accounts
Promoted Trends
Promoted Tweets
Twitter’s promoted products help drive your campaigns further
and faster

15.
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

16.
NEWS BYTES

17.
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

18.
DIGITAL 101

19.
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”).

20.
HASHTAG CLOUD

21.
HASHTAG CLOUD
Trending Hashtags in Pakistan
#AchaHotaAgar
#PTIPagalKhana
#ZardariNawazUnited
#PakKnowsYourFalseFlag
#IKIsBack
#OurSmileIsStrongerThanYourGun
#SuchKahunTo
#PakistanKiShaanImrankhan
#GovtFailedOnTerrorism
#AzadiMarchContinues

22.
TOP FAVORITE PICKS
FROM AROUND
THE WORLD

23.
Lays Pakistan has recentlykicked off its latest campaign called “What’s
Your Flavor?” across different channels including social, mobile and
traditionaloffering 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 WORLD
McDonald'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-culturefoes 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.

24.
HOT DISCUSSION
TOPICS ON DIGITAL

25.
HOT DISCUSSION TOPICS ON DIGITAL
What Twitter Is Currently Doing — And Not Doing — With Video
Videos on Twitter
Will Advertising Work On Wearables?
Advertising on wearables
Snapchat-Commissioned Survey Shows People Like Snapchat Ads
People 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 2018
Ad spend going to mobile
Facebook's Latest Stats Show Dramatic Rise in Video Content
Facebook stats show dramatic rise in video content

26.
TRENDING VIDEOS
TO WATCH

27.
"#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

28.
We’d love to hear from you.
Please send your feedback on this report to
hello@thedigitz.com