METER's In-Depth Evaluation of Outdoor Advertising Investments in Uzbekistan for 2023

2024-02-01 21:09

In 2023, METER’s team of experts calculated the volume of outdoor advertising. The total investment in this sector for the last year is estimated to be an impressive 21 million dollars.

METER operates as an independent measurement tool of outdoor advertising across Central Asia, delivering comprehensive analytics for outdoor advertising surfaces, grounded in extensive audience research. It functions as an aggregation platform for anonymized data from diverse sources, providing detailed insights on the size, profile, and frequency of audience interactions with advertising surfaces. Beyond these roles, METER also conducts monthly monitoring of outdoor advertising in Tashkent, Uzbekistan's capital.

In Q4 2023, the investment in outdoor advertising reached 5.85 million dollars, with a notable 80% concentrated in Tashkent. METER's independent survey reveals the annual outdoor advertising turnover at 20.99 million dollars.

The potential valuation of investments in Uzbekistan's outdoor advertising inventory is estimated at a staggering 46 million dollars. However, the average ratio of sold to available stock is less than 46% for all outdoor designs nationwide. Contrasting this, regions outside Tashkent exhibit a higher rate of sold to available displays, at 67%.

Currently, METER is monitoring 22 operators of outdoor screens in Tashkent. Regular observations have identified a consistent top three in the Out-of-Home (OOH) sector: Media Lux, Ahad Mix, and 7Media.

«We are trying to offer for the Uzbek market a comprehensive solution – metering and audience profiling on the one hand and transparent reporting on the other. Our company has a plan to further explore the markets of Central Asia. We are working in 4 countries – Uzbekistan, Kazakhstan, Kyrgyzstan and Tajikistan», - says the technology director and co-founder of GEOMOTIVE, Alex Khainovskii.

METER has recognized the top advertisers in terms of investment volume in these key categories. Leading the pack are ARTEL, PEPSI, PIRAMIT, UZUM TEZKOR, and PAYNET.

This investment evaluation was conducted exclusively based on the expert analysis of METER, focusing on the lower end of budget estimates, and not including potential mark-ups or advertising agency commissions.

METER is a significant component of the GEOMOTIVE project, an innovative ecosystem designed for the remote launch and management of outdoor advertising campaigns.