Faced with huge AdSpaces on the road everyday, ever thought who's behind them? Which industries dominate the world of OOH advertising in Egypt? Our studies showed that the Egyptian out of home advertising market is dominated by four main industries:
Expected to be the fastest growing market globally, the Real Estate Industry in Egypt has had the highest number of Outdoor campaigns over the past two years. The average number of AdSpaces occupied by Real Estate is 6 times more than any other industry in the market.
Top Real Estate Advertisers during 2017 (City Stars, Al Burouj, Amwaj, Coast 82, Blues, Midtown)
With the introduction of “We”, the fourth Mobile network launched by Telecom Egypt on September 2017; which entered the market with an aggressive competitive campaign through all advertising channels; the 3 existing companies were forced to increase their OOH presence to sustain their Brand equity.
Top Telecommunication Advertisers: Vodafone has been the top outdoor advertiser among its existing competitors (Orange & Etisalat).
Ramadan this year gave way to TV media channels to dominate the advertising scene during May & June of 2018. Five Main brands occupied most of the allocated space, with a focus on exclusive programming and celebrity presence.
Top Media Advertisers: DMC, CBC, AL NAHAR, MBC, ON TV
Fast Moving Consumer Goods (FMCG)
The FMCG encompasses a very wide sector of industries with a vast demographic audience. Though this industry doesn't have a specific segment to target in general, it communicates with general audiences using different messaging.
Mostly stable all year long, the FMCG industry has no specific peak seasons or reference to measure their ups and downs, but practically speaking, every month can be peak for this player.