TABLE OF CONTENT

Purpose

What’s New

Digital Landscape

Digital Insights

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

What’s NewFood Panda’s Digital Food Festivals

IntroductionAs more and more people turn towards digital for their every day solutions, brands are successfully and innovatively adopting the medium to reach out to their fans. Food Panda, an online portal for food delivery has hopped on the bandwagon and done exactly

that.

Food Panda has launched a nationwide digital food festival, offering users special discounts from certain restaurants on a specific day. The festival is not the usual ‘go to carnival’ recreation but a special treat for users to enjoy their favorite type of cuisine – while working, studying or just relaxing with their family or friends. In a country where food is a constant ‘hot’ topic, Food Panda’s digital

food festival has been nothing but successful!

WHAT’S NEW

The Great Karachi Pizza Festival

Starting with ‘The Great Karachi Pizza Festival’ on September 30th, Foodpanda offered pizza lovers a reason to celebrate by giving them 50%

off on 30 restaurants delivering pizzas in Karachi.Ahsan Mateen, co-MD foodpanda Pakistan mentioned, “We are bringing all

pizza lovers under one roof to give them what they have always wanted. Being a pizza lover myself, this festival will definitely give us all something

to remember for a long time.”

WHAT’S NEW

The Great Fast Food FestivalAfter successful execution of The Great Karachi Pizza Festival, foodpanda reached out to its valuable customers nationwide for another digital event called The Great Fast Food Festival. The festival with all its force took on the food frenzied nation and featured amazing deals from 50+

restaurants, including popular fast food giants like KFC, Subway and Johnny Rockets. This time, foodpanda extended its festival to Lahore and Islamabad as well, as Ahsan Mateen, co-MD foodpanda Pakistan commented, “We are much delighted to expand our reach beyond Karachi with this phenomenal fast food festival. Fans in Islamabad and Lahore, we heard you! And

we are bringing all the reasons for you to celebrate your love for fast food.”

WHAT’S NEW

The Great Chinese FestivalChinese cuisine, a local favorite next to pizza and burgers was celebrated in the next digital festival by foodpanda. With

this festival, people from all walks of life indulged in Pakistani infusion of Chinese food. From authentic Chinese restaurants to a combination of Thai and Japanese, discounts up to 50% were available on top-notch restaurants as well as local

eateries.

WHAT’S NEW

The Zabardast Desi Food FestivalThe latest digital festival that took place on November 11th was the ‘Zabardat Desi Food Festival’. Foodpanda gave fans the chance to relive old

memories of home cooked food, after-school snacking and late night fixes from local eating spots, offering a 50% discount on 100+ restaurants all over the country.

The desi food festival covered all local Pakistani eateries registered with foodpanda. According to foodpanda.pk co-MD Talha Ansari “This is one way of reflecting customer oriented approach. People in Pakistan have strong affinity with food and to endorse this tradition, festivals and many such

exciting activities will take place in future. All one has to do is sit back and wait for the surprises!”

WHAT’S NEW

WHAT’S NEW

Some Key Stats from the Festivals

0

10

20

30

40

50

60

70

Pizza Festival Fast Food Festival Chinese FoodFestival

% of orders on an average day

Karachi Lahore Islamabad

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20

40

60

80

100

Pizza Festival Fast Food Festival Chinese FoodFestival

% of orders on festival day

Karachi Lahore Islamabad

WHAT’S NEW

Some Key Stats from the Festivals

0

20

40

60

80

100

120

140

160

Pizza Festival Fast Food Festival Chinese Festival

% increase in sales during festival compared to a normal day

WHAT’S NEW

Some Key Stats from the Festivals

0

10

20

30

40

50

60

70

Mobile App Website Phone

Percentage of orders placed from the three mediums

WHAT’S NEW

Since the first food festival. . .

40%increase in fan base

on Facebook

40% increase in

foodpanda mobile

app downloads

100% success

rate of each

festival

WHAT’S NEW

Food Festivals Round Up

Looking at the results of the three food festivals it is but obvious that the digital food festivals by foodpanda have been a total success. Keeping in mind that our country is a die-hard foodie, the idea of hosting an online food festival is one that is unique and definitely something the average Pakistani would

enjoy. Foodpanda has strategically executed a plan that caters to fans nationwide, achieving strong brand recognition, positive digital buzz and word of mouth, as well as strong numbers proving its success.

DIGITAL LANDSCAPE

DIGITAL LANDSCAPEPAKISTAN AT A GLANCE

196.1 MTotal Population

36%Urban

64%Rural

31 MInternet Users

16.4%Internet Penetration

150 MMobile

Subscribers

2Million

Smart-

Phone

Users

16+Million Users

8% Penetration:

1.5Million Users

1.4% Penetration:

19.4 MUsers On Top

Social Networks

8%Social Network

Penetration

*June 2014

150,000+Users

2.5+Million

Users

350,000Users

DIGITAL INSIGHTSHow Mobile Video Can Drive the

Future of Brand Marketing

DIGITAL INSIGHTS

Mobile is a small but mighty screen when it comes to grabbing millennials' attention. New research by Google and Ipsos shows that the small screen has the potential to drive big impact: On a typical day, for those 18- to 34-year-olds who own a smartphone, the smartphone reaches them more than any other device. Moreover, viewing video on smartphones is far less distracted than it is on TV. Based on the findings, there are two ways that online video may create new opportunities on mobile for brand marketing.

Of all minutes watched on YouTube, 40% is on smartphones, which presents an opportunity for brand marketers. Yet understandably, since smartphone screens have shrunk advertising space to the size of a playing card, the effectiveness of mobile in holding consumers' attention and driving impact has been questioned. So how do you build a successful mobile campaign to drive results?

THE RUNDOWN INTRODUCTION

Google and Ipsos researched 1,519 smartphone owners aged 18- to 34-years-old who were asked to keep a detailed diary of all of their online and offline video interactions for a day. To get a representative snapshot, participants were spaced across weekends and weekdays. The research required respondents to use a mobile app; hence the results are limited to millennials who own a smartphone—81% of individuals age 18 to 34 own a smartphone, according to MRI. The results show that when millennials watch video on smartphones, they are far less distracted than when watching video on any other screen, including TV.

Smartphones are the #1 device to reach millennials. In a typical day, 98% of 18- to 34-year-olds reported using smartphones to watch video content in the research—that's higher than the reach of any other device among smartphone-owning millennials.A powerful fact discovered about the experience of watching video on smartphones: It's far less distracted. Video watching on TV was the sole activity just 28% of the time—meaning that only 28% of TV-viewing occasions were uninterrupted and fully garnered the users' attention. The rest of the time, participants were involved with another activity—such as eating, using a computer, chatting to a friend or cooking. Alternatively, video watching was the sole activity for 53% of mobile video sessions.

TO ANSWER THE QUESTION. . .

MORE ATTENTION GIVEN TO VIDEO ON MOBILE

DIGITAL INSIGHTS

MORE ATTENTION GIVEN TO VIDEO ON MOBILE

DIGITAL INSIGHTS

% of smartphone-owning 18-34 year olds that reported using

each device to watch video content in daily video diaries

98%

56%

19%

81%

Smartphones Computer Tablet TV

Source: Google and IPSOS

Home isn't the only place millennials are watching mobile video. Thirty-four percent of mobile video minutes were watched while people were out and about. People watching digital video outside the home are also 1.8x more likely than average to be meaningfully engaged

because they are likely to be watching video for active purposes, such as looking for information or exploring a passion.While marketers have traditionally sought consumers' attention in their living rooms, sitting in front of a television, mobile video consumption

is changing that.

DIGITAL INSIGHTS

Millennials are 2x more likely to be focused while watching video on their smartphones vs. on TV

Smartphones have become an integral part of people's lives. So how can marketers successfully make this an opportunity to connect with their audiences?

1. Think multi-screen, build for mobileIn a multi-screen world, mobile shouldn't be thought of as just the second screen—the behaviors observed in this research suggest that mobile is important as a main screen. What role can video play for your campaigns on smartphones compared to TV or laptop? What companion experience can you build using smartphones?

2. Create in-the-moment experiencesAs mobile captures consumers' full attention, at home or on the go, brands now have the opportunity to reach people anywhere. How can brands deliver in-the-moment, real-time experiences to make use of that full attention?

HOW TO MAKE MOBILE VIDEO WORK FOR YOUR BRAND

HERE ARE TWO TIPS:

DIGITAL INSIGHTS

As more and more people purchase and own smartphones, it is but obvious that the dynamics of digital marketing are bound to change. Brands now need to ensure that they are available and accessible to their fans over every medium and across all channels. Here are two case

studies brands can take inspiration from, and learn the art of incorporating mobile in their digital marketing strategy:

Land Rover - cross channel marketing

Behind the Volkswagen smiledrive creative

CONCLUSION

DIGITAL INSIGHTS

NEWS BYTES

NEWS BYTES

Qubee and Tune.pk

join hands as

Qubee tries to

extend its reach on

digital platforms

Google adds Pakistan

to the list of

supported countries

for Play Store

merchant accounts

WhatsApp adds

blue ticks to

confirm when

messages are

read

Kaymu Pakistan to

help students and

entrepreneurs in

setting up e-

commerce stores

DIGITAL 101

Digital Glossary

DIGITAL 101

Avatar: An image that represents an account on

social networks and forums.

Blog: Also known as a web log. A blog is a type

of website that allows users (bloggers) to post

entries on different topics and lets readers

comment on these posts.

Buzz: Online excitement and word of mouth

surrounding a certain brand or incident.

Geographical Targeting: Also Geotargeting. Used

to allow you to see where your visitors come

from and to give them specific information that

is relevant to them.

GIF: Graphics Interchange Format. A GIF is an 8-

bit-per-pixel bitmap image format using a

palette of up to 256 distinct colours. GIFs allow

images to be reduced without degrading their

quality.

HASHTAG CLOUD

HASHTAG CLOUD

Trending Hashtags in Pakistan

#ShameOnLUMSVC

#PakvNZ

#AikBaatSuno

#ItWouldBeNiceIf

#RYKforPTI

#PakArmyOurPride

#IKtheLastHope

#BewareModi

#PPPZombies

TOP FAVORITE PICKSFROM AROUND

THE WORLD

Qantas has taken the wrappers off an emotionally led brand campaign aimed at cementing its role in bringing Australians back home to their loved ones.

Click here to read more: Qantas - Feel like home

Qantas launches campaign to make brand 'feel like home‘

TOP FAVORITE PICKS FROM AROUND THE WORLD

Netflix Creates First Time Ever Digital Outdoor Campaign Using GIFs

In its latest outdoor campaign, Netflix has made sure to consistently keep its positioning as an entertainment brand with an outdoor campaign that uses only GIFs to catch the eyes of people.

Click here to read more:Netflix - Digital outdoor campaign

By going to the new GLA Instagram page, you are taken on a guided journey inside Instagram to explore and customise your new car. Wheels, Colours, Sunroof… Everything! And at the end, you’re taken to the end product you just created.

Mercedes-Benz: The Instagram Car Builder

Click here to play the video: Mercedes-benz: the instagram car builder

HOT DISCUSSIONTOPICS ON DIGITAL

HOT DISCUSSION TOPICS ON DIGITAL

After 3G/4G, Pakistan Now Needs an Online Payment GatewayNext big thing Pakistan needs

How to Incorporate SEO and Influencer ContentSEO and influencer content

BBM will soon become a tool to find missing children in CanadaBBM becomes tool to find missing children in Canada

Facebook adding donate button to the News Feed to help fight EbolaFacebook Ebola donations

The Psychology Of Online CustomizationThe rise of online customization

Don’t Let Mobile Pass You ByDon't let mobile pass you by

TRENDING VIDEOSTO WATCH

An exclusive video clip made by Clear in which the heart throb and talented Actor Fawad Khan surprises fans in a photo booth when they come to take a picture with his poster

Click here to play the video:Fawad Khan surprises fans

Clear’s shocking video with Fawad KhanMalaysia “A Minute of Silence” Mobile Campaign

With such horrible tragedies hitting just months apart, Malaysia invites the rest of the world who spend time online, to disconnect from the internet temporarily to honour the victims of the recent tragedies – no Facebook, emails, web surfing, calls or messaging. Just a minute of silence.

Click here to play the video:Minute of Silence campaign

TRENDING VIDEOS TO WATCH

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