INSITE OOH Media Platform

Egyptians are constantly on the move, spending up to 70% of their time outside their homes. For some, like sales reps and road traders, the road is their second office. On a typical day outside of Ramadan, the streets stay bustling from noon until midnight. However, during Ramadan, the rhythm shifts—fast-breaking time creates a unique traffic flow, reshaping movement patterns across the city. Understanding these shifts is key to tapping into audience behavior and optimizing engagement.

According to MOOH, INSITE’s sister company for monitoring OOH in Cairo and Dubai, the OOH sector experienced a remarkable 9.5% increase in occupancy during March 2024 compared to the same period in 2023, showcasing the growing demand and effectiveness of outdoor advertising during the Ramadan season. This impressive growth highlights the strategic value of leveraging this festive period to maximize brand visibility and audience engagement.

Connecting the behaviors of Egyptians with the previous stats, we can reach the fact that advertisers can fine-tune their campaigns for optimal reach and impact. Whether through digital billboards that adapt messaging based on the time of day or static placements in high-traffic zones, brands that align with audience movement during Ramadan can significantly enhance their market presence and customer connection.

These ads are designed to resonate with the cultural and spiritual atmosphere of Ramadan, featuring warm colors and messages that evoke togetherness and generosity. As the month progresses, brands adjust their messaging from themes of reflection and fasting to celebration and gift-giving for Eid al-Fitr. Promotional campaigns are also highlighted to attract shoppers preparing for the festivities. Aligning OOH campaigns with the rhythms of Ramadan allows brands to leave a lasting impact and deepen their connection with the audience.

Ramadan for marketers is a golden opportunity to raise brand awareness and drive sales, primarily because purchase behavior significantly increases during this holy month. Consumers are more active, shopping for essentials and gifts, and indulging in special treats, creating a surge in demand across various industries. Regardless of the sector, Ramadan offers a unique chance to connect with audiences on a deeper level.

According to statista, A 2024 survey conducted in the Middle East and North Africa revealed that 50 percent of respondents anticipate shopping deals, special offers, and promotions during Ramadan. In Egypt, 52% of those surveyed stated that they postpone costly purchases until Ramadan to take advantage of better deals and discounts—12 percent higher than the regional average. Additionally, around 60 percent of respondents across the MENA region reported increased spending during the holy month.

Whether through tailored campaigns, special offers, or engaging content, brands can align their messaging with the values of generosity, togetherness, and spirituality that define this month. From food and beverages to fashion, technology, or even real estate, every industry can leverage this heightened consumer activity to build trust, foster loyalty, and ultimately leave a lasting impression.

As the high season approaches, major brands are gearing up to leverage star power with celebrity brand ambassadors. But will they stick to the familiar faces that have dominated the advertising scene for the past three years, or will they shake things up? The question remains: Will a brand surprise us with a fresh face or an innovative campaign that breaks away from the usual pattern? This Ramadan, the spotlight is on those bold enough to redefine the narrative and capture consumers' attention in unexpected ways.

Stay tuned for the next episode in our 5-part Ramadan Billboards series, where we explore industries, advertisers, brands, and ambassadors shaping the Ramadan season with powerful D/OOH campaigns.