Greater Cairo's out-of-home (OOH) advertising market is expanding as more and more marketers use OOH to connect with their target audience in different ways, regardless of whether they are familiar with them or are new to the competition. The main focus of this month's observations will be the significant trends influencing the OOH industry in Greater Cairo, along with an outlook for the upcoming months and years. Key Events in November 2023 November 2023 witnessed an important key event that affected the OOH race in Greater Cairo, the presidential elections occurring near the end of November. The Public Administration industry’s OOH campaigns counted high, making this industry join the top 5 industries’ race to be the second in terms of ad faces’ occupancy. Occupancy Rate Incline The real estate sector has decreased this month by 5% as compared to the previous occupancy rate, while this month's OOH market occupancy with relation to ad faces is greater than last month, totaling 83%. Sector Analysis Real Estate: Winning each month’s race, the OOH’s most active industry in Egypt. The Real Estate is still on top but with fewer OOH campaigns launched during November 2023. Public Administration: Winning second place in regard to market occupancy, the Public Administration’s OOH campaigns rise during November due to the presidential elections across Egypt. Telecommunications: The Telecommunications industry is still in top four industries in Egypt with even becoming the third place during November counting more campaigns than the FMCG industry. FMCG: Occupancy levels in the Fast-Moving Consumer Goods sector, which includes food and beverages, cleaning products, cosmetics & personal care, pharmaceuticals, and biotechnology, reached 7% occupancy rate in November 2023, only enough to get to the fourth place. YOY Comparison (Occupancy Rate Incline) There was a significant 11% increase from October 2022 to October 2023, with 83% as opposed to 74% the previous year. Sector Analysis Real Estate: This year, real estate saw an increase from 41% to 46%. Public Administration: The industry made up less than 1% of all ad faces in October 2022, but it grew significantly in October to 10%. Telecommunications: This year, compared to last year, the telecom sector saw a decline. The occupancy rate as of 2023 is 8%, down from 15% the previous year. FMCG: The FMCG sector is growing; it was only 6% the previous year, but it has reached 7% this year. Outlook for the OOH market in Greater Cairo As November 2023 comes to a close, it is evident that this month witnessed a remarkable increase in the number of impactful D/OOH campaigns across various industries. Notably, the real estate sector remains the champion of Egypt's OOH market, leveraging the power of outdoor advertising to reach their target audience effectively. With December on the horizon, we anticipate even fiercer competition and a surge in the involvement of OOH brands in 2024. As the year-end approaches, many industries have demonstrated their focus on launching new and creative campaigns to make a lasting impression on consumers. This heightened level of engagement and innovation in the OOH industry sets the stage for an exciting and dynamic year ahead. Visit MOOH, our partnered OOH media intelligence agency and analytic system in Cairo and Dubai, for further information on the campaign budget, types of OOH, location, and more. Among other things, it monitors the state of billboard advertising, campaign finances, media plans, and OOH categories. By visiting this link, you can see the top 20 campaigns that changed Cairo's OOH scene this month.
