OOH MARKET INSIGHTS JULY 2018
Summer has started with a slow-down in the OOH market of Greater Cairo. As was expected, following the celebrations of Ramadan and the World Cup frenzy, most industries have returned to their usual pace with brands focusing back on their products.
The overall OOH occupancy has decreased to 77%, though the leading industries have maintained their stronghold in both, number of advertisers and variety of campaigns. Such has been the case of Real Estate, Communication and FMCG.
Summer has also brought surprises. The Ceramics & Sanitary ware sector has more than doubled their occupancy to 3%, thanks mostly to Mahgoub’s massive campaign “to satisfy all tastes” that ranked #10 among the Top Campaigns of July.
Education also made the jump during July, as usually summer opens the admissions process at most insitutions. We saw the campaign from NGU, who called for admissions with a new OOH initiative. ATIS Aviation also appeared on the billboards with an outdoor campaign, along the newly founded University of Canada and their branding campaign and Arab Academy who focused their OOH on the Dokki campus.
The Communications industry maintained their occupancy, with a vigorous variety of campaigns from telecom operators, online portals and mobile apps.
WE started the month reigniting the promotion of Indigo tariff plan, while Orange announced the upgrade of their network to 4G+. Etisalat Misr also reinforced their Emerald Plan with Family offers, and Vodafone chose Egyptian stunt driver Amr McGyver to promote their 4G, while continuing their joint top campaign with Pepsi and Mo Salah that has gone up the Top Campaigns ranking from previous #6 in June to score #1 in July.
Mobile Apps were strongly present. For instance, Property Finder Egypt promoted their mobile app with an OOH campaign, and parallel outdoor campaigns promoted ride-sharing app SWVL which scored #17 in the Top Campaigns and logistics app EN2L.
Among mobile devices, OPPO surprised with Neymar in their last campaign for OPPO F7, while Infinix launched a new model with a cross-promotion with Orange and Jumia.
Despite the smaller variety of campaigns after Ramadan, Food & Beverages brands maintained the occupancy without significant changes. Kamena switched OOH focus from Spysi to Sprinkle, Cheetos announced the arrival of Popcorn to Egypt, and Juhayna refreshed the summer with creative die-cuts.
The leading QSR brands in Foodservice came to the billboards with new OOH promotions. Hardee’s was real busy during July, first presenting their new Angus burger to later on announce the “All Star Meal”. Pizza Hut had special promotions for the summer, and McDonald’s repeated the OOH campaign for Grand Chicken.
Real Estate was again during July the top industry, covering almost every position of our Top 20 ranking of July.
Beach projects have naturally been the main theme for advertisers. Palm Hills has presented Hacienda West, a new OOH campaign announced Costa de Luna, and Seashell came back to the billboards – as well as Mena 5 resort and LaSirena North Coast, whose campaign of 65 ad faces has gained them position #12 of the Top 20 Campaigns of July.
Leading developers also promoted their holiday projects. Sabbour/Al Ahly brought back AMWAJ with a conceptual OOH campaign, to later on announce a new project under the name of GAIA with a huge campaign that has ranked #11 of the Top 20. On the other hand, HAP finally revealed that their True North campaign was for Swan Lake North Coast, thus neglecting their El Gouna counterpart.
ARCO has continued storytelling for CityStars Al Sahel with Neymar Jr during July, with their campaign going down to position #14 of the Top Campaigns, while M2 Developments launched beach project El Masyaf and Tatweer Misr’s Fouka Bay appeared with new OOH campaign.
INERTIA renewed ad visuals for JEFAIRA’s campaign to present The Quayside and ranked #16, Landmark Sabbour explored “profound simplicity” with an upgraded OOH for ZOYA, and EMAAR launched Miami-inspired marina at Marassi.
MAXIM has upgraded OOH campaign for Bo projects and closed the Top 20 of July ranking at position #20, Porto Group has announced the launch of private villas at Golf Porto Marina, and City Edge has extended their ongoing campaign for North Edge Towers in New Alamein and ranked an undisputable #3 with almost 90 ad faces of large format.
The New Administrative Capital continues, still in July, to be the major location of residential projects and OOH campaigns abound on the roads.
New Plan has revealed their first project Serrano with a massive campaign of more than 80 large ad faces and ranked #4, just like Living Yards has launched their first project The Loft and ranked #9 and AKAM has risen the curtain for Scenario though did not rank.
Castle has released an outdoor campaign to announce an upcoming launch in the New Capital, Pyramids is launching Phase 2 of La Capitale and New Jersey kicks off Green Avenue with a big campaign that ranks #13 of the top campaigns of July.
Other city locations are not forgotten for summer, as well as the latest branding trend among real estate brands, such as Beta Egypt, who has reinforced their “happy” branding on the roads with a new campaign.
OUD has developed new conceptual messaging for AZADIR, with MNHD releasing a campaign to announce the launch of Cavana Lakes at SARAI and Eterna Healthcare City came back to the billboards. Just as the western side of the Nile, where Sun Capital has reappeared with “high” OOH campaign and ranked #19 of the Top 20 of July, and Wady El Nile has presented the Villa District at Upville.
Stay tuned to learn more about OOH campaigns during the summer and remember: the better the insights, the better the strategy!