​Cairo's out-of-home (OOH) advertising sector has experienced significant growth, with a 53% increase in 2024, reaching EGP 6.3 billion in expenditure. This surge is attributed to the expansion of Digital Out-of-Home (DOOH) advertising, which doubled in inventory, allowing for more dynamic and measurable campaigns. The number of brands utilizing OOH platforms rose from 1,397 to 1,718, with nearly 25% being new entrants. Celebrity endorsements have played a pivotal role in this growth. For instance, Talaat Moustafa Group's campaign for their "SouthMED" project featured Hollywood legend Sylvester Stallone, leveraging his image to resonate with the upscale nature of the development. The campaign spanned billboards, TV, and social media, creating a unified message that attracted both local and international buyers. Similarly, Vodafone’s campaign featuring Mohamed Salah and Nancy Ajram tapped into national pride, using their journey from local talent to global stars to connect with the audience. These campaigns demonstrate the effectiveness of integrating celebrity endorsements across various platforms to enhance reach and engagement. Additionally, seasonal campaigns, such as Al Nahar's Ramadan 2025 series promotions, utilized DOOH advertising to generate excitement and anticipation, showcasing the strategic use of high-traffic periods to maximize impact. The combination of data-driven strategies, technological advancements, and celebrity endorsements has solidified OOH advertising's role in Cairo's marketing landscape. 

Real Estate 

In March 2025, during the high-stakes advertising season of Ramadan, Cairo’s OOH scene was dominated by celebrity-powered campaigns from major real estate brands, each leveraging star power and strategic messaging to secure top visibility. Wadi Degla Developments celebrated its 20th anniversary with a vibrant, family-oriented campaign led by beloved actor Maged Al Kedwani, reinforcing its brand as warm and dependable through festive visuals and a clear, emotionally resonant message—“20 years - building for your family.” The campaign’s clean design, use of light tones, and central focus on the celebrity lent it a bright, celebratory tone that matched the spirit of Ramadan. In contrast, Palm Hills Developments opted for a more refined, aspirational image for its 25-year milestone, using actors Asser Yassin and Aly Kassem to promote its Badya project under the tagline “A City of New Worlds.” The darker color palette, sleek typography, and sophisticated layout created a premium feel, positioning Palm Hills as a visionary leader in upscale development. Meanwhile, Saada, a luxury real estate brand, took a different route entirely—making waves with a glamorous campaign fronted by international celebrity Georgina Rodríguez. The billboard visuals featured Georgina in a high-fashion pose, exuding elegance and exclusivity, which resonated strongly with Cairo's cosmopolitan audiences. The use of a foreign brand ambassador brought global allure and aspirational value to the campaign, elevating Saada’s brand perception and setting it apart in a saturated market. Unlike Wadi Degla’s warm familiarity or Palm Hills’ architectural ambition, Saada leaned into star power with global appeal, successfully leveraging Georgina’s influence to create a buzzworthy, prestige-centered campaign. The contrast among the three highlights the diversity of strategic approaches within Cairo’s competitive OOH arena: Wadi Degla leaned into heritage and emotion, Palm Hills championed innovation and luxury, while Saada captivated with international sophistication—demonstrating how nuanced positioning and celebrity alignment can make or break brand visibility in Egypt’s most crowded advertising season.

Media & Broadcasting 

Streaming Apps: 

In March 2025, Cairo’s bustling streets transformed into a battleground for streaming giants vying for viewer attention during Ramadan, with Shahid and Yango Play dominating the OOH advertising scene through strategically placed, star-studded campaigns. Shahid, a veteran in the digital entertainment space, leveraged its extensive content portfolio and all-star casts to assert its dominance, placing dramatic and emotionally charged visuals across high-traffic areas like 90th Street and the Ring Road. The platform showcased hit series such as Ashghal Shaqqa Gedan, Kamel El-Adad 3, and Ekhwati, Montahy El Salaheya, starring household names like Hisham Maged, Amr Saad, Nelly Karim, Mohamed Farrag and Mai Omar. Shahid’s campaign embraced a cinematic, family-oriented tone, tapping into the communal nature of Ramadan evenings to reinforce its position as the go-to platform for quality storytelling. In contrast, newcomer Yango Play made a bold statement with vibrant billboards that spotlighted a lineup of exclusive Ramadan releases, including Qalbi w Moftaho, El Nos, and El Ghawi, Welad El Shams, fronted by stars like Mai Ezz Eldin, Aser Yassin, and Ahmed Mekky and Ahmed Malek. Yango Play’s visually arresting campaign not only emphasized its content’s freshness and variety but also cleverly paired its high-impact visuals with a highly competitive subscription price of just 12 EGP for three months—an aggressive tactic aimed at attracting a broader subscriber base. While Shahid leaned on its established brand equity and ensemble cast strategy to maintain leadership, Yango Play countered with vibrant designs, affordability, and a strong value proposition to disrupt the status quo. Both platforms effectively used OOH media not just to promote series, but to shape consumer perception, with Shahid highlighting emotional resonance and legacy, and Yango Play focusing on novelty, accessibility, and visual boldness—together reflecting a media landscape that is increasingly competitive, celebrity-driven, and deeply tuned to the rhythms of Ramadan viewership.

TV Channels: 

During March 2025, the holy month of Ramadan transformed Greater Cairo into a visual spectacle of outdoor advertising, as leading Egyptian TV channels fiercely competed for dominance through bold and elaborate OOH campaigns—each aiming to capture the attention of millions of viewers during peak television consumption. DMC launched a twofold offensive, first with a star-powered drama lineup including We Takabol Habib, Gawdar 2, Hesbet Omry, and Lam Shamseya, backed by a diverse cast like Yasmine Abdelaziz and Yasser Galal, and then doubled down with a dazzling campaign for Ramadan Cannon starring Mohamed Ramadan, cleverly tapping into cultural nostalgia through symbolism like the traditional cannon and festive visuals. Meanwhile, CBC took a polished, thematic approach, coating Cairo’s highways in CBC’s signature blue alongside Islamic motifs, highlighting a range of productions like Hesabet Omry, Awlad El Shams, and Oqbal Andoko, reflecting the channel’s balance between high-caliber drama and family-friendly content. Alhayah TV continued its tradition with the “Month of Joy” campaign, presenting shows like Athena, Fahd El Batal, and Zolm El Mastaba, wrapping its message in vibrant reds and narrative-driven visuals, reinforcing the network’s role as a purveyor of emotional, high-impact storytelling. ON E, also under the United Media Services umbrella, emphasized abundance and convenience, suggesting its diverse catalog—from Kamel El Adad++ to Shabab Imraa and Aysha El Dor—eliminates the need for viewers to switch channels, supported by unified orange-themed visuals. El Mehwar, on the other hand, set itself apart with sleek, cinematic poster-like designs, favoring minimalist elegance over clutter, positioning its series like Gareemat Montasaf Al Leil and Banat Hammam as prestige TV, asserting serious drama and star power. Al Nahar, while more understated, smartly used digital screens and traditional motifs to promote an accessible and relatable slate, including El-Halangi and programming like Ask with Doaa Farouk, showcasing a mix of drama and daytime talk to capture broad demographics. Collectively, these campaigns reflect not only the intense rivalry among Egypt’s top media networks, but also the evolution of OOH media into a refined, storytelling-driven promotional tool. From Alhayah’s celebratory tones to El Mehwar’s moody aesthetics, and DMC’s culturally rooted visuals, each broadcaster carved out a unique identity amid a saturated Ramadan media landscape, reaffirming that outdoor campaigns remain a powerful force in shaping public anticipation and solidifying channel loyalty during Egypt’s most competitive entertainment season.

Food & Beverages

During Ramadan 2025, Cairo’s streets were vibrant with a fierce OOH battle among FMCG food and beverage brands, each leveraging culturally rich visuals and emotionally resonant messaging to connect with Egyptian families during the holy month. Vitrac took a nostalgic, family-centric approach, positioning its fruit juice formula as a staple of traditional Ramadan gatherings through a heartwarming visual narrative featuring multi-generational women preparing juice to break the fast, evoking legacy and emotional warmth. Its green-themed billboards symbolized freshness and growth, reinforcing its longstanding presence in Egyptian kitchens with the tagline “A story and still going on.” In contrast, SinaCola leaned into national pride and high energy with bold red billboards screaming cultural authenticity and Ramadan festivity. Its visual strategy combined patriotic cues, a cannon symbolizing the breaking of the fast, and an explosion of soda flavors like Green Apple and Extra Pomegranate, paired with the confident tagline “Ramadan with The Taste of Egyptian Refreshment,” tapping into youthful excitement and the celebratory spirit of Egyptian families. Meanwhile, Juhayna brought a refreshing and contemporary twist to its Ramadan campaign by celebrating its Rayeb line of laban drinks with modern, festive visuals. Unlike Vitrac’s traditional sentiment or SinaCola’s punchy patriotism, Juhayna focused on the practical and health-conscious appeal of its products, highlighting digestive benefits with “Digest Easier, Newer Flavor,” and showcasing creative infusions like Qamar Al-Din and Mango Sobia, beautifully split across orange and sky blue backdrops—colors symbolizing joy and serenity. All three campaigns integrated key elements of Ramadan—family, tradition, health, and celebration—but did so through distinct branding lenses: Vitrac appealed to nostalgic hearts, SinaCola ignited patriotic passion, and Juhayna positioned itself as the smart, modern choice for digestive wellness and flavor diversity. This competitive OOH landscape shows how food and beverage brands are not just selling products during Ramadan, but are actively claiming cultural relevance and emotional resonance in the eyes—and hearts—of Egyptian consumers.

Telecommunications

During Ramadan 2025, Cairo’s OOH advertising scene saw an emotionally-charged, high-stakes battle among Egypt’s top telecom giants—e&, Orange, WE, and Vodafone—each deploying iconic celebrities, heartfelt messaging, and strategically saturated visuals to dominate public sentiment and solidify their brand presence. e& took a refined and introspective approach, enlisting Sherine Abdelwahab to embody serenity and emotional depth, wrapped in a minimal yet elegant red gradient design with the evocative slogan “Life has more,” synchronizing its message across OOH and TV to subtly tap into the reflective nature of Ramadan. In stark contrast, Orange went big and bold, flooding Cairo with massive, star-studded billboards featuring Aly Kaseem,Gihan El Shamashergy, Rana Raees and Riham Abdel Ghafour, that felt warm and human, emphasizing raw, intimate moments with a constellation of actors and the universal call to reconnect—“For all who went far, now is the time to come close”—with cozy visuals and their signature bright orange hue popping across Cairo’s busiest arteries. Meanwhile, WE pivoted from its previous product-led strategy to a heartstring-pulling campaign starring Tamer Hosny, using familial warmth and the tagline “Our Hearts Are Closer” to position the brand as a facilitator of emotional and digital closeness during the holy month, under a festive, lush backdrop that mirrored Ramadan’s intimate essence. Vodafone, on the other hand, chose to deliver maximum impact by combining global star power and family values, featuring Mohamed Salah and Nancy Ajram with their children in a playful, carnival-themed setting to push the message “Together We’re Stronger” and “Let’s Live a Moment in This World,” reflecting joy, unity, and shared experiences. While e& leaned into quiet introspection, Orange went for communal emotional catharsis, WE embraced heartfelt simplicity, and Vodafone merged spectacle with sentiment. Each brand brilliantly captured a different facet of Ramadan—spiritual reflection, reconnection, family bonds, and celebratory joy—proving that in Egypt’s telecom wars, it’s not just about signal strength, but emotional signal, too.

Banking

During Ramadan 2025, Cairo's OOH landscape in the banking sector saw a fierce battle for attention, with four standout campaigns strategically leveraging celebrity endorsements, strong messaging, and distinctive visuals to carve their place in the crowded market. Housing and Development Bank (HDB) played on familiarity and warmth, reviving its brand with a trio of beloved Egyptian actors—Khaled El Nabawy, Asmaa Galal, and Ahmed Malek—framing a narrative of modern banking ease and trust, enhanced by app-focused visuals and VIP service teasers. In contrast, the National Bank of Egypt (NBE) embraced empowerment with musical giants Hamaki and Wegz, extending its TV campaign into the streets with a clean, message-first approach that encouraged self-belief and action, reinforcing the bank’s inspirational tone. Meanwhile, Mashreq Bank went bold and practical, highlighting a tangible 23% savings rate through comedic favorite Akram Hosny, whose presence and props—cash stacks and a smartphone—emphasized instant financial gain and digital convenience, making the offer feel accessible and desirable. Finally, Bank NXT differentiated itself as a tech-savvy disruptor, pairing its futuristic branding with the commanding presence of Amir Karara to position itself not just as a bank, but as a visionary force reshaping the financial future. Visually sleek and emotionally charged, the campaign exuded ambition and forward-thinking, leveraging Karara’s persona to symbolize leadership and trust. Collectively, these campaigns reveal a competitive landscape where banks are not only selling products but crafting identities—HDB banks on approachability, NBE on motivation, Mashreq on benefit-driven clarity, and Bank NXT on disruptive innovation—each maneuvering for dominance in the holy month’s high-stakes advertising arena.

Wrapping It Up

In conclusion, Ramadan 2025 transformed Cairo’s OOH advertising landscape into a fierce battleground, where brands across all major industries—from telecommunications and real estate to streaming platforms and FMCGs—competed with unprecedented creativity, emotional intelligence, and scale. The spirit of competition was palpable, with each brand racing not only to dominate key locations but to outshine its rivals through bolder storytelling, more relatable visuals, and stronger celebrity alliances. Telecom giants clashed head-to-head, with e& opting for quiet elegance and reflection, Orange flooding the city with a vibrant, human-centric call for reconnection, WE striking an emotional chord with Tamer Hosny’s familial warmth, and Vodafone blending star power with joyful togetherness. Meanwhile, streaming platforms Shahid and Yango Play engaged in a content-driven face-off, using OOH to stage a showdown between legacy dominance and disruptive value. Real estate brands also engaged in a visual tug-of-war, with Wadi Degla’s heartfelt tone counterbalanced by Palm Hills’ sleek sophistication and Saada’s comic elegance. Even food and beverage brands vied for cultural relevance, each presenting their own flavor of Ramadan identity—from nostalgic tradition to modern wellness. The banking sector also showed wild competition with HDB, NBE, Mashreq Bank and Bank NXT all exerting OOH efforts with tremendous brand ambassadors and this was the first year we have witnessed strong competition between banks. What unified all these efforts was the understanding that in such a saturated, emotionally heightened season, standing out meant more than being seen—it meant striking deeper emotional chords, crafting a distinctive brand persona, and winning not just attention, but affection. Ramadan 2025 proved that in Cairo’s OOH arena, the battle for consumer mindshare is not only about who shouts the loudest, but who tells the most resonant story—and in this competitive climate, every billboard became a stage for brand rivalry at its most compelling.