Pakistan’s OTT industry leans towards integrated advertising ecosystems for audience growth
KARACHI – As Pakistani brands compete for audience attention in an increasingly fragmented digital landscape, ecosystem advertising within super apps is gaining traction as an effective way to reach highly engaged mobile users. A recent campaign delivered by Pakistan’s leading OTT streaming platforms tapmad, Karachi-based agency Jack of Digital, and Yango Ads, AdTech division of Yango Group, demonstrates how brands can combine scale, frequency, and measurable performance in a digital environment.
During its two-week run, the campaign generated more than 2 million impressions and 1,311 clicks, 6% above its stated goal. The promostrip format delivered the strongest engagement, achieving a 2.54% CTR, almost three times higher than the main banner placement.
Designed to maximize visibility during a time of high demand for sports viewing, the campaign leveraged the Yango SuperApp ecosystem to connect tapmad with a highly engaged, mobile-first audience. Yango Super App integrates everyday services including ride-hailing, public transport, cargo and express delivery, creating multiple opportunities for brands to engage consumers in their daily routines and increasing both the reach and frequency of campaigns.
Running from February 6 to 20, 2026, the campaign combined two complementary ad formats within the Yango SuperApp: a high-impact main banner designed for maximum visibility and a lightweight promostripe placement that accompanied users throughout the app journey. Both formats direct users to a dedicated landing page that includes event details and streaming information, creating a smooth path from awareness to engagement.
The results show the growing effectiveness of ecosystem advertising for OTT platforms. While the main banner provided mass reach and visibility, PromoStrip generated the majority of customer interactions, proving the value of combining prominent placements with consistent engagement formats within a digital environment.
“Sports fans in Pakistan are very mobile-first and digitally engaged, especially around live events. We wanted to meet consumers in an environment where they already spend time on a daily basis, and the Yango Super App ecosystem allowed us to do this efficiently and at scale,” said Syed Asad Zafar, Head of Digital Tapmad. “The campaign showed strong engagement performance within a short period of time and reinforced the value of app ecosystem advertising for streaming platforms.”
Adnan Qureshi, Business Manager, Jack of Digital, added: “The campaign was designed for high-frequency visibility and frequent user interaction. Integrating different ad spaces within Yango SuperApp helped us balance broad reach with strong engagement rates, keeping the campaign high performance.”
According to campaign analysis, advertising within a superapp ecosystem enabled tapmad to engage consumers during high-frequency digital moments, improve engagement rates and strengthen brand recall without relying solely on traditional web traffic acquisition.
“We are seeing a clear shift in how brands approach digital advertising across the region,” said Bassem Yousefi, Head of Agency Department, Yangon Advertising MENAP. “As consumers spend more time within an integrated digital ecosystem, advertisers are looking for ways to engage audiences across multiple touchpoints rather than relying on a single channel. Super apps are becoming a key part of this strategy as they combine scale, frequency, and context into one environment.”
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The post Pakistan’s OTT industry leans towards integrated advertising ecosystem for audience growth appeared first on Daily Pakistan English News.
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