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(OOH) advertising is one of the strongest marketing ways that has been used for many years. Out-of-home (OOH) advertising refers to any form of advertisement that reaches consumers while they are outside their homes. This includes billboards, street furniture (bus shelters, benches), transit ads (on buses, taxis, trains), and digital screens in public spaces. OOH advertising aims to capture attention through visually impactful messages in high-traffic areas. This advertising tactic has always been effective for many years, and still, now, you can see billboards everywhere in the Egyptian streets. During Ramadan, you can see millions of billboards in the street, ranging from many brands.
The Remarkable Growth of Out-of-Home (OOH) Advertising in Egypt: Trends and Insights for 2024
According to AdMetrics by AdMazad, Out-of-home advertising has seen remarkable growth in Egypt in 2024, Driven by two key factors: the increasing demand for advertising spaces and the shift in consumer behavior toward visually appealing content. Many brands utilize OOH spaces, and they increased in 2024 with nearly 24% new entrants from 1397 to 1718. The availability of digital OOH advertising spaces doubled from 2023 to 2024, and this is one of the main reasons for the increase in demand this growth has allowed for more flexible, interactive, and measurable campaigns, which enhance their overall reach and effectiveness. OOH advertising has never lost its power.
“The report highlights the transformative impact of data on the OOH landscape. The remarkable 84% utilization rate underscores the importance of platforms like AdMetrics. By providing accurate and actionable data, we are empowering the industry to evolve and reach its full potential.” said Assem Memon, Founding Partner and Managing Director at AdMazad
Rania Elkest, Marketing Director of Mountain View, also commented, highlighting the importance of data-driven metrics on OOH advertising.
“Despite the rise of digital channels, OOH advertising remains an integral part of our marketing mix. However, the rapid growth of the OOH market in Egypt has led to increased visual congestion, making it harder for brands to stand out on the streets. Access to reliable data and insights is crucial for navigating this evolving landscape. We have found that utilizing data-driven approaches, such as those provided by AdMazad, is essential for identifying the most impactful billboard locations and optimizing our OOH campaigns for maximum visibility and engagement.”
Key Sector Highlights Driving OOH Advertising Growth in Egypt
- Real Estate Dominance: The real estate sector saw an impressive 85% growth, securing 60% of the market share.
- Healthcare Growth: Advertisers in the healthcare sector increased by 40%.
- Automotive Resurgence: The automotive sector experienced a 43% rise in advertisers and a massive 155% increase in ad spending.
- Home Appliances Boom: This sector recorded a 243% growth in ad spending, along with a 36% rise in advertisers.
OOH Advertising Trends: High Utilization in Key Areas and Shifting Market Dynamics
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- Ring Road: 94% utilization
- October City and Sheikh Zayed: 91% utilization
- October Bridge: 79% utilization
- These high rates reflect the growing demand for OOH advertising in urbanized, high-traffic areas.
- Shifts in Performance: Central areas like Mohandeseen, Agouza, Dokki, and Maadi underperformed, showing a population and market shift toward Greater Cairo’s outskirts.
- Total Impressions: OOH advertising generated 154.2 billion impressions in 2024, up by 12.5 billion from 141.7 billion in 2023.
The Advantages of OOH Advertising: Maximizing Visibility and Audience Reach
There are many benefits to OOH advertising. OOH advertising can target various demographics because many people can see your ad or billboard on the road, but picking the optimum location that can allow you to reach your exact target audience is key. Your ad is seen 24/7 because streets are always crowded, so the possibility of your ad being seen by many people is very high, especially with captivating artwork that can grab the attention of the crowd.
Out-of-home (OOH) advertising is one of the most effective tools in Egypt’s dynamic and rapidly evolving market, providing unmatched visibility and audience engagement. Its ability to reach a broad demographic makes it an essential component of modern marketing strategies. Whether through traditional billboards or innovative digital formats, OOH advertising ensures that brands remain highly visible in key locations, from bustling urban centers to strategic high-traffic areas like highways and commercial districts.