OOH MARKET INSIGHTS FEBRUARY 2018
The OOH market has experienced a noticeable increase during February, with the overall outdoor occupancy growing 3% and reaching 83%. Among the most visible industries, Real Estate has played a leading role, followed traditional prominent industries like Communication and Food & Beverages.
Football has been again a major theme during February, with the World Cup campaigns increasing its visibility across all industries. Specially in the Banking sector, we find the OOH campaign from Abu Dhabi Islamic Bank in Egypt, whose ADIB GO card gives users a chance to win tickets to witness Egypt play in the World Cup. Following a similar strategy, Banque du Caire launched an outdoor campaign that offered the chance to attend the game of Egypt vs Russia.
Communication has kept growing and now reaches 11% of the total OOH occupancy share of Greater Cairo. International telecom Vodafone has roared this month with their follow-up campaign for “Kart El Korot”, ranking an undisputable #1 in the Top Campaigns of the month.
Regional provider Etisalat was keen to reach every segment of the Egyptian market: they started the month with Rakam #1 campaign, using Essam Al Hadary as brand ambassador of the sports news service. They also launched an OOH campaign for their Emerald plan with super star Shereen Reda as ambassador. And ended the month with the second round of the initiative Battle of the Bands campaign that supports youth talent.
Orange, too, was strongly present with a huge campaign for the new Dragon tariff, promoted by a cluster of youth stars as campaign ambassadors and ranking #6 place of the Top OOH campaigns of the month.
WE, the new Egyptian mobile network, also had a lot to tell during February, starting with the Cross-Promotion in cooperation with Souq.com, and later focusing on the new mobile internet packages campaign and their new Agda3 card, whose campaign ranked #15 of the Top OOH campaigns.
Broadcast Media went down, losing almost half of their OOH occupancy, probably most advertisers holding their campaigns for storming the season of Ramadan. Al Kahera Wal Nas launched a limited campaign at the beginning of February to promote “The Advocate” TV show. Al Oula continued its strong presence, upgrading their OOH campaign on the billboards of Greater Cairo. And Egyptian TV channel Al Nahar came to the roads to promote the upcoming season’s TV shows focusing on “El Beit El Kebir”.
The Mobile Devices went down to 2%, with international advertisers keeping part of their previous campaigns and Egyptian SICO taking the lead of the industry with their campaign “Change the reality” that ranked #27 and was the only representative of the industry among the Top of the Month.
On the other hand, Food & Beverages moved up to 9% of the overall OOH occupancy, with lots of sweet and colorful campaigns. Mondelez launched Oreo Ice cream, while Dreem launched “The Sweetest” molten cake, Juhayna reposted Danish packed cheese brand Puck. Galaxy brought colorful flavors to billboards, and ranked #21, followed by El Bawadi’s campaign of “Indulge in sweetness, Live in sweetness” which ranked #22.
Real Estate has made an incredible jump this month, reaching a remarkable 52% of the total OOH share. The industry enjoys a bigger variety of advertisers, and this month branding has led the way for most of them.
Hyde Park Developments started February showcasing the branding values under the theme “Belong” and ranking #2 of the Top Campaigns of the Month, followed by Sabbour, who chose to position the brand as the leading developer by the “Tradition of Trust” and ranked #3.
Another branding campaign, though smaller in reach, came from real estate developer OUD telling the history of the company under the slogan “We are OUD” and ranking #23, running parallel to a previous campaign-upgrade for Heliopolis Hills.
Among the Top campaigns we also found previous campaigns that despite downgraded, still kept a stronghold on the roads. For example, Sky Bridge ended February ranking #5 with Jebal’s Marvel campaign. Arabia Holding followed on #6 with Sun Capital campaign and gthe new slogan “Own Tomorrow”. And Tatweer Misr also downgraded their Liverpool FC campaign “Together We Are Strong”, and ranked #8 after ranking #3 in January. And Talaat Mostafa Group (TMG) kept their usual stable campaign for project Madinaty.
We have also enjoyed new campaigns, such as MNHD‘s launch of Lake Park Studios at Taj City calling customers to “Customize Your Space and Pick your View” in a campaign that got to rank #9. Also new was the impact of Beta Egypt and its New Capital of Happiness Beta Greens, a campaign upgrade that ranked #10.
And February has also welcomed new advertiser MBG Development who is announcing the launch of PUKKA in the New Administrative Capital.
ARDIC has continued their innovative approach of “Neighbors & Place” campaign with Ziad, a sweet toddler that is so looking forward to moving into Zizinia El Mostakbal, and their effort has ranked #26 of the Top Campaigns of February.
Most other industries have kept a low profile this month, with Ceramics & Sanitary Ware, Events & Exhibitions, Automotive, and Online Portals taking up about 2% of the total OOH occupancy each. The Public Administration hit the roads at the end of the month, and we expect quite a lot of activity during March for the support campaigns for President Abdel Fattah el-Sisi.
And remember: the better the insights, the better the strategy!