Transcript Outdoor Advertising in Morocco

Outdoor Advertising in Morocco
Ghizlane Naji
Supervised by
Dr. Anderson
Dr. Ibahrine
Dr. Zaid
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
₪
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₪
₪
₪
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Lollipops
Panels 4*3
Mural frontages
Roofs
Plasma Screens
Mobile outdoor
Casablanca 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
13,00020,000/month/face
depend on location
Normal
1998
60,000-800,000 dhs/year
Backlight
2001
250,000-800,000
dhs/year
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
2004
week/25
place/30sec/20.000dhs.
15days/30.000dhs.
2001
9000dhs/month
Mural Frontages
Roofs
Plasma Screens
Mobile Outdoor
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Buses and Trucks
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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
Business Sectors 2005
5
5
Ranking
Drinks
3
2
Food
1
Finance
0
1
Business Sectors
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Telecom
Ranking
Lessivier
(Detergents)
4
4
Telecom
3
Lessivier
Drinks
2
Food
1
Finance
0
1
Business Sectors
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Outdoor Advertising Agencies
30%
55%
9%
8%
8%
F C C OM
SM A R T Y PU B
N EW PU B
C IT Y PU B
O T HE R S
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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
KLEM EURO RSCG
24%
21%
IMPACT
2%
LEO BURNETT
11%
FP7 MCCANN
2%
TOP J . WALTER THOMPSON
4%
ZONE BLEUE DDB
10%
PUBLIIS
4%
CINEMAPRESSE Y&R
5%
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SAGA COMMUNICATION
LOWE SHEM'S
7%
10%
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Top 10 Advertisers
Top Ten Advertisers 2005
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Ranking
10
8
6
4
2
0
1
Advertisers
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Maroc Telecom
Medi Telecom
Group Abroul
Dolidol
Coca Cola
Richbond
Banque Populaire
Sopriam
Lesieur Cristal
LG 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.
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Thank you for your
Attention
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Thank you for your Attention
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