
File Photo: Empty billboards in Cairo's main roads. Photo: AhramOnline
The report, released through AdMazad's performance measurement and analytics platform – AdMetrics, showed a spending increase from EGP 4.2 billion in 2023 to EGP 6.3 billion in 2024.
The findings were based on extensive audits of over 50,000 billboards across Greater Cairo and Alexandria, Tanta, Mansoura, Zagazig, and the North Coast.
The report attributed this significant growth to increased demand for OOH advertising spaces and a growing preference for visually engaging content. The number of brands leveraging OOH spaces rose from 1,397 to 1,718, nearly 25 percent of which were new market entrants.
Additionally, the digital out-of-home (DOOH) inventory expansion in 2023 and 2024 has fuelled this growth by providing more dynamic and measurable campaigns, boosting reach and effectiveness.
Here are the key highlights from the report:
- The real estate sector saw a significant 85 percent increase, capturing 60 percent of the market share.
- Healthcare advertising experienced a 40 percent rise in advertisers.
- The automotive sector made a strong recovery, with a 43 percent increase in advertisers and a 155 percent rise in expenditure.
- Home appliances saw a remarkable 243 percent growth in spending, with a 36 percent increase in advertisers.
According to the report, high-traffic areas, such as the Ring Road (94 percent), 6th of October (91 percent), and Sheikh Zayed (91 percent), demonstrated strong utilization rates, reflecting the impact of urbanization and high demand for OOH advertising in these locations.
However, areas such as West and South Cairo (Mohandeseen, Agouza, Dokki, and Maadi) showed underperformance, signalling ongoing population and market shifts towards the outskirts of Greater Cairo, the report added.
Total impressions reached 154.2 billion, an increase of 12.5 billion from 141.7 billion in 2023. This reflects the total number of times outdoor ads were seen by audiences, indicating a significant rise in exposure.
Looking ahead, the OOH advertising market in Egypt is poised for continued growth, driven by urbanization and evolving consumer behaviours.
AdMazad’s AdMetrics platform provides valuable data and insights, empowering industry professionals to make informed decisions.
By leveraging these insights, advertisers can optimize campaigns, identify emerging trends, and maximize return on investment, ensuring sustainable growth in this dynamic sector.
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