OOH MARKET INSIGHTS MAY 2018
May 2018 has been the busiest month of the year so far! With the start of Ramadan in the middle of the month and Egypt’s National Team gathering steam for the all-time football event FIFA World Cup, the roads have flooded with OOH creativity in every corner of the city.
The overall OOH occupancy in Greater Cairo has grown to 87%, with Non-Profit, Broadcast Media, Banking, and Food & Beverages, taking the lead in variety and number of campaigns – as they do every year.
As we detailed in our special analysis “The billboards of Ramadan – 2018 Edition (Part I)” a few days ago, the first sector to hit the billboards before the holy month was Non-Profit, led by Egyptian foundation Misr El Kheir, who started as early as April, and at the beginning of May was ready to re-launch the initiative of The Biggest Box, which they later upgraded to a new “Ramadan Nawar” campaign. At the same time, the foundation launched an intriguing teaser that later on revealed as a reinforcement of their Zakat initiative from April.
After the start of Ramadan, we also saw another important foundation Al Azhar with their annual philanthropic OOH campaign for Bait Zakat, and towards the end of May, Majid Al Futtaim’s launched their yearly donations campaign.
TV networks and radio stations in the Broadcast Media industry more than quadrupled its OOH occupancy and grew to attain over 14% of the OOH market of the city, with almost every channel ranking in our monthly ranking of the Top 20 Campaigns.
MBC Misr was the first to hit the roads, with their usual branded backgrounds and a massive campaign of almost 100 ad faces of large format, which ranked #7, but was soon followed (and surpassed) by DMC, who included lighting effects in a campaign upgrade and ranked an undisputable #1 position among the monthly Top Campaigns with over 130 ad faces of large format. CBC also hit the roads early, reappearing after a whole year away from the billboards with die-cuts for the leading stars of their shows and also ranked among the Top Campaigns, with a not-too-bad #14 place.
Al Nahar repeated the same artwork as last year’s Ramadan and ranked #13, same as ON Drama, who arrived late and used the same campaign as 2017 but got to rankway up on #2 of the Top Campaigns. New channel Hawas TV was also present with an outdoor campaign, and Egyptian channel AlHayah also hit the roads with their Ramadan stars, and also ranked a very successful #11 of the Top Campaigns.
Nogoum FM was the first radio station to present their broadcast schedule for Ramadan, later joined by 90.90 FM who also announced their radio shows for the holy month, while international French station NRJ offered energy instead of drama.
The Banking sector also delivered some surprises, increasing their outdoor occupancy to over 4%. Banque Misr repeated the same teaser and reveal OOH strategy as last year, using the figure of Talaat Harb to inspire audiences with good wishes during the Holy month.
The Agricultural Bank of Egypt – ABE launched an Out-Of-Home teaser campaign reclaiming agriculture anonymously, to later on reveal a rebranding OOH initiative. And EALB also appeared on the billboards with a branding campaign.
Another leading sector during May was Food & Beverages, which grew over 2%. Ramadan, football and good wishes spread across the industry and filled our billboards with a good variety of OOH campaigns.
Dairy producers were the busiest, as usual during the holy month. Almarai launched a rebranding campaign, Obour Land appeared with green pastures and organic ingredients, and Lactel showed its sponsorship of Egypt in the road to Russia 2018. Juhayna hit the roads with their leading products, and global Danone created special flavours for Ramadan.
Global soft-drinks Coca Cola started the month offering Egypt’s t-shirts for football fans, while later on Pepsi connected fans to Egypt’s National Team, and local juice-maker Faragello repeated the same OOH campaign as last year.
Another global brand – Ferrero focused its outdoor strategy in a special edition of Nutella for the holy month, and some local brands like Tiger, Allam, and Spysi came to the billboards to remind viewers of their products just before the holy month.
Brands in the Foodservice industry were also active. Monginis celebrated Ramadan with its usual fusion of ingredients and flavors, Etoile focused again on their kunafa and Amer Group launched a campaign for all the group’s restaurants.
With Ramadan and football, Telecom providers were quite busy too! Though the occupancy of the sector maintained a stable 7% like the previous month, there was plenty of variety.
French telecom Orange focused on a limited campaign starring Mohamed Hamaki and after Ramadan started, the brand brought their deluxe neighbors to the billboards and ranked #16 of the Top Campaign of May.
And Vodafone followed suit with a limited-time offer for internet, which was later eclipsed by their Ramadan campaign that combined the holy month and football and ranked #6 of the monthly Top Campaigns with almost 100 ad faces of large format.
Despite still being the largest industry on the roads, Real Estate decreased its OOH occupancy during May. The sector went down to 39% as other industries increased their prominence during the holy month.
The craze of branding campaigns continues. City Edge has joined it this month with an initiative that featured mostly branding, while SODIC has renewed the look and feel of SODIC EAST and Hassan Allam has continued a strong strategy of teasers and branding campaigns.
Edge Holding went also massive ranking #5 to reveal OIA in the New Capital, but was surpassed by ARCO who ranked #4 after upgrading their “ARCO-techture” campaign. Next Home also appeared around the same dates to present Next Point and got to close May’s ranking at position #20. Pyramids fell out of the Top Campaigns, despite evolving their campaign for La Capitale.
Other developers were part of the Top 20 of May. For example, AKAM announced their first project with a massive campaign of over 80 ad faces and ranked #9, Sabbour moved down to #8 with Odyssia and its first “chapter” Alaire, Palm Hills launched a cultural project and ranked #10, and OUD entered May’s ranking with their campaign for AZADIR that ranked #12.
Stay tuned as we get ready for the summer campaigns in Al Sahel. And remember: the better the insights, the better the strategy!