April  has been a bit quieter than what we are used to, probably the calm just  before the storm of Ramadan campaigns next month! Notwithstanding the  peace, overall occupancy has increased to 83%, as compared to the 81% occupancy that we had in March.

The scenery of OOH campaigns has been pretty varied in both, industry categories and OOH reach. Easter and PopeFrancis’visit have been the most remarkable events of the month, with a few exhibitions leaving their mark on our billboards too – LeMarchéLaCasa and Furnex&TheHome new editions, as well as the continental FoodAfricaCairo.

Real Estate  is again the fastest and largest growing industry in number of OOH  campaigns across the Greater Cairo. With the heat round the corner, most  Real Estate developers have grabbed the opportunity to showcase their summerprojects  on the various paradises across Egypt. Certainly the North Coast and  Ain Sokhna offer infinite possibilities for a second home. BlueBlue, StellaDiMare, Jebal, and INERTIA have made it to our Top 20 ranking, bringing us a piece of their beach amusements in a variety of campaigns.

The urban projects were still present. SARAI  has surprised us this month with a massive campaign and moved up ten  positions, ranking second in our Top 20 – after their slow-down last  March, we were expecting something big from them! Landmark, with their campaign for project ARIA, along with ParkCorner, have ranked among the first 5. Wadi Degla’s Neopolis has also made an impact with their campaign.

The Food & Beverages  industry has been felt this month too. Despite the general decrease in  occupancy share of the industry, some of the biggest campaigns in April  have been for beloved Egyptian food brands: AbuAuf inviting us to their delicious snacks, while ElDoha promoting their range of nutritious semolina pasta, both have ranked in our Top 20.

Broadcast Media presence has also gone down considerably with regards to occupancy, though AlHayah TV’s massive campaign has ranked third in our Top 20. Recently-launched French radio station NRJ revealed their cat, and ONTV teased us with the launch of their new channel ONDrama.

Ceramics & Sanitary Ware Egyptian tycoon El Sallab Group has taken an undisputable first position in our Top 20, with a wide-reaching campaign of more than 150 ads promoting crazy discounts. Though other top advertisers in the industry have disappeared, the occupancy share as a whole has remained stable.

And our new breakthrough category this month is… drum roll… Fashion & Accessories! Not surprisingly, as Egyptian menswear brand Concrete has taken Cairo by storm.  Whether for their brand ambassadors or their spring collection, the  truth is that their campaign has become the talk of the city.

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OOH MARKET INSIGHTS APRIL 2017-00

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