OOH MARKET INSIGHTS JANUARY 2018
The new year has started with a slow down in the overall OOH occupancy of Greater Cairo, which has decreased to 80% during January 2018. After all the product launches of the Christmas season, the industries that rocked the OOH scenery during December – Mobile Devices, Furniture & Interiors and Ceramics – have all lost more than half of their occupancy, while traditional leading industries, such as Real Estate and Food & Beverages have taken over the billboards.
The new year has brought good initiatives to the billboards of Greater Cairo. Total and Careem joined forces to raise awareness about road safety with a dose of Egyptian phraseology and good humor. And real estate developer SODIC launched a similar initiative with cartoon style.
Cosmetics has made a big appearance during January, with global and Egyptian brands hitting the roads with creativity and lots of color. Healthcare giant GSK used die-cuts and special lighting effects in their campaign for toothpaste Sensodyne, while Unilever created mock-ups for the colorful Sunsilk campaign with massive reach that earned the brand position #10 in the Top 20 of January 2018. And Egyptian skin care leader Armanious Group reposted their last year’s campaign for EVA moisturizing creams.
Communication has grown again and now reaches 7,9% of the total OOH occupancy share of Greater Cairo. Regional telecom Etisalat started the year with a branding campaign to reinforce their position in the Egyptian market and ranked #19 in our monthly Top 20, while new local operator WE continued their massive outdoor reach with a new campaign to promote their Agda3 card, as well as a secondary initiative to encourage Egypt’s National Team, both of them running parallel to the residual faces of their reveal campaign that increases the new brand visibility on the major roads of the city.
Vodafone continued the promotion of Vodafone Pass with Abla Fahita during January, but towards the end of the month they switched characters to the Genie to launch “Kart el Korot” and lots of exciting prizes – the campaign was massive and ranked #6 in our Top 20.
French telecom Orange kept a similar schedule, maintaining the awareness of their 4G service until they brought Ahmed Amin and their successful jingle to the billboards for the new GO Packages towards the end of the month.
Broadcast Media has registered a surprising increase in activity, more than doubling their previous OOH share to reach 3,7%. While DMC brought all their leading stars to the billboards, Al Oula channel launched a teaser campaign to position themselves as “the first channel in Egypt”, and then revealing the come-back of one of their iconic talk shows with a massive campaign that has ranked #12 in the Top 20 of the month. ON E joined them at the end of January to promote their newest shows.
Similarly, Entertainment has also brought a variety of new advertisers to the billboards and increased their OOH occupancy to 1,7%. January started with the announcement of superstar Amr Diab’s concert, sponsored again by Vodafone and Pepsi. Rabeh Saqer also announced a new concert by mid-January. And movie premières like Raghda Motawa7sha and GeDo Na7No7 have competed for viewers attention, while music producers announced the latest albums of Majid Almohandis and Marwa Nasr.
Another increase has been felt in Food & Beverages, which has delivered quite a few exciting announcements during January 2018. The new year took off with the exciting re-opening of Hard Rock Café in Cairo, which will now be showcasing rock memorabilia and good music among the millennia-old ruins of the Citadel.
Cadbury surprised – well, shocked – the market with their new Dairy Milk aliens, with a massive outdoor campaign that, despite ranking #8 among our Top 20 of the month, has left sweet and sour feelings among Egyptians, as reflected on Social Media platforms.
Egyptian group Mansour has also launched a new offer for American fast-food McDonald’s, while Amer Group has announced promotions at popular seafood Halket El Samak and international casual dining Chili’s.
Real Estate appears to have jumped high during January 2018, increasing their OOH share to 44,2%, which represents almost 5% growth as compared to December 2017. The industry has certainly enjoyed more variety in advertisers, as well as themes.
Tatweer Misr has also made an impact announcing their new partnership with Liverpool FC, the Premier League home of football hero Mohamed Salah. Their massive reveal campaign used over 100 ad faces of large format and the brand has ranked #3 in the monthly Top 20.
Arabia Holding has ranked #4 with the new launch of Sun Capital in 6th of October City, while continuing their December campaign of Galleria with almost 50 ad faces of large format that has ranked #16.
ARCO Developments has started the new year with a new visual identity, while Grand Plaza corrected the ambiguous message for their La Mirada-Botanica campaign and upgraded the campaign in locations and reach. Both campaigns made it to the ranking of Top OOH Campaigns of January 2018.
And an innovative surprise came also from ARDIC, whose campaign for Zizinia El Mostakbal used a totally differentiated approach focused on the concept of neighborhood, with sweet characters like toddlers, cats and squirrels. With over 50 ad faces of large format, the campaign has ranked #11 in our Top 20, and certainly sweetened our commuting hours on the roads.
The sectors of Banking, Education and Medical & Pharmaceutical have remained stable, maintaining their share of the OOH industry. Likewise, Home Appliances, Online Portals and Shopping Malls have continued their presence on the roads with a similar number of advertisers.
The new year has certainly started strong! Stay tuned as we discover more surprises in the upcoming months.
And remember: the better the insights, the better the strategy!