Outdoor Advertising in Morocco

Outdoor Advertising in Morocco

Ghizlane Naji

Supervised by

Dr. AndersonDr. Ibahrine

Dr. Zaid

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Research Question

₪ How outdoor advertising was adopted in Morocco?

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Theory

₪ Diffusion of Innovation

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Methodology

₪ Interviews:₪ Mr. Adil Freidji, CEO of 2ACOM Agency

₪ Mr. Adil Mir, GD of Klem Euro SRCG

₪ Mr. Hicham Mrhoum, DMD of Mindshare

₪ Ms. Nabila. Freidji, Head of Western Union

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What is Outdoor Advertising?

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Findings: Comparison to Other Media

₪ Outdoor advertising is the cheapest and most diversified mass medium.

₪ Television is considered the most important medium in Morocco with 49% of the market share followed by 23% devoted for outdoor advertising in 2005.

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Findings: (Cont)

₪ Outdoor advertising is more visible and attractive.

₪ The communication period devoted to outdoor advertising is important (15 days minimum).

₪ Because of the competition created by foreigner channels and print, outdoor advertising has more impact and visibility than other supports in Morocco.

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Findings: (Cont)

₪ Outdoor advertising could compete with radio and occupy the 2nd place after television.

₪ Outdoor advertising is more innovative and creative.

₪ Outdoor advertising is a medium of proximity that evolves rapidly

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Findings: (Cont)

₪ Its market share passed from 8.4% in 2001 to 21% in 2004, which is a remarkable growth.

₪ Outdoor advertising can touch a large amount of the population

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Outdoor Advertising’ Communication Channels

₪ Lollipops

₪ Panels 4*3

₪ Mural frontages

₪ Roofs

₪ Plasma Screens

₪ Mobile outdoorCasablanca counts today, based on 2005 data, to have 1166 panels 4*3 and 717

lollipops.

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OA Channel Sub-Channel Date Cost

Lollipops 1992 30,000-36,000 dhs circuit of 15 panels per 15 days

Panels 4/3 1999 13,000-20,000/month/face depend on location

Mural Frontages Normal 1998 60,000-800,000 dhs/year

Backlight 2001 250,000-800,000 dhs/year

Roofs Trivision 1998 12,000 dhs/month per poster

Backlight 2001 200,000-250,000dhs/year

Unipole 1998 150,000-250,000 dhs/year

Static 1998 100,000 dhs and more /year

Plasma Screens 2004 week/25 place/30sec/20.000dhs.

15days/30.000dhs.

Mobile Outdoor Buses and Trucks 2001 9000dhs/month

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Outdoor Advertising Decision Process

₪ Innovator: White Owl communication agency in 80’s

₪ Early adopters: Smarty Pub and New Pub agencies in 90’s

₪ Early Majority: FC COM, and Totem Affichage in 1999

₪ Late Majority: 2A COM, City Pub, Outdoor COM, Maroc Telematique, Concept Visuel, Bioalpha, MNM, and so forth, starting in 2000

₪ “Cadum Shampoo” is the first campaign that was posted in Rabat in 1986

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Main Cities

₪ It took place in four main cities:

₪ Casablanca₪ Fez₪ Rabat₪ Tangier

Now it takes place in:

Casablanca, Rabat-Sale, Tangiers-Tetouan, Marrakech, Meknes, Fez, and Agadir.

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Process of Business Sectors in Adopting OA

Business Sectors in the 90s

0

1

2

3

4

5

1

Business Sectors

Ran

kin

g

Lessivier(Detergents)

Drinks

Food

Finance

Telecom

Business Sectors 2005

0

1

2

3

4

5

1

Business Sectors

Ran

kin

g

Telecom

Lessivier

Drinks

Food

Finance

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Outdoor Advertising Agencies

30%

9%8%8%

55%

FC COM SMARTY PUB

NEW PUB CITY PUB

OTHERS

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Communication Agencies: 40s-70s

Agency Date

Havas 1946

Cinémapresse 1968

Shem’s Publicité 1972

Top Publicité 1973

Klem Euro RSCG 1974

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Communication Agencies 2005

AUTRES

24%

IMPACT

2%

FP7 MCCANN

2%

TOP J. WALTER THOMPSON

4%

PUBLIIS

4%

CINEMAPRESSE Y&R

5% SAGA COMMUNICATION

7%

LOWE SHEM'S

10%

ZONE BLEUE DDB

10%

LEO BURNETT

11%

KLEM EURO RSCG

21%

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Top 10 Advertisers

Top Ten Advertisers 2005

0

2

4

6

8

10

12

1

Advertisers

Ran

kin

g

Maroc TelecomMedi TelecomGroup AbroulDolidolCoca ColaRichbondBanque PopulaireSopriamLesieur CristalLG Electronics

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Why Did OA Take Time to Develop?

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The Advertising Investments by Media (2005)

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Outdoor Advertising Evaluation

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Outdoor Advertising in Morocco

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Outdoor Advertising Channels

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Outdoor Advertising Perception

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Posters’ Influence

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Attractiveness Criteria vis-à-vis Posters

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Measurements of Outdoor Advertising’ Impact: Technical Measurements of The Audience and

Coverage.

₪ AffiScore : Advertising Monitoring of urban outdoor

advertising ₪ The period of distribution.₪ The name of the brand / institution / subject or

theme.₪ The name of the campaign and the announcer

(advertiser).

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(Cont)

₪ The format of the poster (4x3, 8x3 or lollipops).₪ The faces.₪ The exact places.₪ The state control / the network.₪ The number of panels.₪ The theoretical rate or cost.₪ The numeric photos of the used posters.

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Regulations/laws

₪ there are no regulations governing outdoor advertising in Morocco except the ones in the folder of call for tender.

₪ There are 19 article provided in the folder.

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Recommendations₪ More clarity on the level of the message. ₪ Improvement in terms of cover hangs.₪ More details and information on the object of

the poster.₪ Improvement of the creation considered as very

simple.₪ Change on the level of the posters’ sites

(Selection of the most strategic places of the city).

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(Cont)₪ A mixing of different outdoor vehicles to

maximize impact/achieve quick awareness.₪ Taking into consideration the seasonality in the

selection. ₪ Ensuring a national coverage (pending on

campaign objectives).₪ Ensuring high visibility/high traffic locations.₪ Reducing many outdoor channels in the same

place.

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Conclusion₪ Morocco is going to reach the stage of merging

of many outdoor advertising agencies that will lead the Moroccan market to have two or three outdoor advertising operators.

₪ Regulations should be set to protect the positive

flow of outdoor advertising in Morocco.

Thank you for your Attention

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