METER, a team of experts specializing in outdoor advertising measurement, has released its 2023 report, revealing a substantial $21mn investment in the sector. Operating as an independent measurement tool across Central Asia, METER provides comprehensive analytics grounded in extensive audience research.
Key Investment Figures
In Q4 2023, outdoor advertising investment reached $5.9mn, with 80% concentrated in Tashkent, Uzbekistan's capital. METER's annual survey unveils a total turnover of $20.99mn, estimating the potential valuation of Uzbekistan's outdoor advertising inventory at an impressive $46mn.
Regional Disparities
Despite the staggering valuation, the average ratio of sold to available stock stands below 46% nationally. However, regions outside Tashkent exhibit a higher rate of 67%. METER currently monitors 22 operators in Tashkent, with Media Lux, Ahad Mix, and 7Media consistently leading the Out-of-Home (OOH) sector.
Transparent Reporting and Future Plans
METER aims to offer the Uzbek market a comprehensive solution, combining audience profiling with transparent reporting. GEOMOTIVE's Technology Director, Alex Khainovskii, expresses plans to explore Central Asian markets further, emphasizing their presence in Uzbekistan, Kazakhstan, Kyrgyzstan, and Tajikistan.
Top Advertisers and Investment Evaluation
Leading advertisers in terms of investment volume include ARTEL, PEPSI, PIRAMIT, UZUM TEZKOR, and PAYNET, according to METER's expert analysis. The evaluation focuses on the lower end of budget estimates, excluding potential mark-ups or advertising agency commissions.
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