Outdoor Advertising in Morocco

Outdoor Advertising in Morocco

Ghizlane Naji

Supervised by

Dr. AndersonDr. Ibahrine

Dr. Zaid

04/19/23 Outdoor Advertising in Morocco 2

Research Question

₪ How outdoor advertising was adopted in Morocco?


Theory

₪ Diffusion of Innovation


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


What is Outdoor Advertising?


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.


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.


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


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


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.


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


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


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.


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


Outdoor Advertising Agencies

30%

9%8%8%

55%

FC COM SMARTY PUB

NEW PUB CITY PUB

OTHERS


Communication Agencies: 40s-70s

Agency Date

Havas 1946

Cinémapresse 1968

Shem’s Publicité 1972

Top Publicité 1973

Klem Euro RSCG 1974


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%


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


Why Did OA Take Time to Develop?


The Advertising Investments by Media (2005)


Outdoor Advertising Evaluation


Outdoor Advertising in Morocco


Outdoor Advertising Channels


Outdoor Advertising Perception


Posters’ Influence


Attractiveness Criteria vis-à-vis Posters


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).


(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.


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.


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).


(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.


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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04/19/23 Outdoor Advertising in Morocco 34Thank you for your Attention

Documents

Outdoor Advertising in Morocco