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 RealEstate, Communication and FMCG.

Summer has also brought surprises. The Ceramics & Sanitaryware 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 centers. We saw the campaign from NGU, who called for admissions with a new OOH initiative. ATISAviation also appeared on the billboards with an outdoor campaign, along the newly founded UniversityofCanada and their branding campaign and ArabAcademy 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+. EtisalatMisr also reinforced their Emerald Plan with family offers, and Vodafonechose 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 to score #1 in July.

MobileApps were present. For instance, PropertyFinderEgyptpromoted their mobile app with OOH campaign, and parallel OOH campaigns promoted ride-sharing app SWVL which scored #17 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.

And online e-commerce platform Jumia“salebrated” 6th anniversary with an outdoor campaign.

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, Cheetosannounced the arrival of Popcorn to Egypt, and Juhaynarefreshed 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”. PizzaHut had special promotions for the summer, and McDonald’srepeated the OOH campaign for Grand Chicken.

RealEstate 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. PalmHills has presented Hacienda West, a new OOH campaign announced Costa de Luna, and Seashellcame back to the billboards – as well as Mena5resort and LaSirenaNorthCoast, 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 announced 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.

Marseilia announces new phase at Marseilia Beach 4, MenaGroup presented new beach project with OOH and Coast82 reappeared to promote The Terraces.

ARCO has continued storytelling for CityStars Al Sahel during July, with their campaign going down to position #14 of the Top Campaigns, while M2Developments launched beach project El Masyaf and Tatweer Misr’sFouka Bay appeared with new OOH campaign.

INERTIA renewed ad visuals of JEFAIRA campaign to present The Quayside and ranked #16, LandmarkSabbour 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, PortoGroup has announced the launch of private villas at Golf Porto Marina, and CityEdge 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.

For example, REMCO continues campaign for Stella Park, as well as Next Home with Next Point and MenaGroup for City Central.

NewPlan has revealed their first project Serrano with a massive campaign of more than 80 large ad faces and ranked #4, just like LivingYards has launched their first project The Loft and ranked #9 and AKAM has risen the curtain for Scenario but 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 NewJersey kicks off Green Avenue with a big campaign that ranks #13 of the top campaigns of July.

Sorouh has brought Entrada back to the billboards and ranked #8, while TheCityrenewed their OOH messaging again to score #7, as well as PUKKA, whose campaign takes position #6.

Other  city locations are not forgotten for summer, including branding  initiatives such as Beta Egypt, who has reinforced their branding on the  roads.

OUD has developed new conceptual messaging for AZADIR, with MNHD releasing a campaign to announce the launch of Cavana Lakes at SARAI and EternaHealthcareCitycomes back to the billboards. Just as the western side of the Nile, where SunCapital 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.

Other industries have experienced a rise in OOH ad faces, such as Fashion, Retail and Automotive, while Non-Profit and Broadcast are leaving us until Autumn.

Stay tuned to learn more about OOH campaigns during the summer and remember: the better the insights, the better the strategy!