Egyptian businesses spent EGP 3.9 billion on total out-of-home (OOH) advertising in 2023, up from EGP 3.2 billion in 2022, according to AdMazad’s annual market report. OOH advertising includes billboards, signs, posters, or other highly visual outdoor advertising.

AdMazad recorded these trends based on audits from 42,700 billboards across Greater Cairo and Alexandria. The real estate industry spent the most on OOH advertising holding the highest advertising share of 49% followed by the Fast-Moving Consumer Goods (FMCGs) industry which held a share of 11% and the telecom industry at 5%.

This growth was fueled by strategic regional expansion into the Delta and Upper Egypt governorates, catering to the evolving needs and increasing purchasing power in these regions which is expected to increase in 2024.

"2023 saw an impressive 8% increase in brands embracing OOH advertising, showcasing the market's resilience and effectiveness in reaching mass audiences. Furthermore, the limited currency exposure of the medium resulted in a growing share of OOH in the media mix of large advertisers. All in all, fueling a remarkable 20% annual growth," said Founding Partner and Managing Director at AdMazad, Assem Memon.

The cost per thousand impressions went down 8.3% to hit EGP 27.4, down 8.3% from 2022 and the total number of impressions, which shows how many times an advertisement is seen, reached 141.7 billion in 2023, in a 26% increase from 2022.

In terms of location, 6 October Bridge was in the lead with 19% of the budget, with spenders dominating the 6 October Bridge and the Ring Road.