Naji

Outdoor Advertising in Morocco: 

Outdoor Advertising in Morocco Ghizlane Naji Supervised by Dr. Anderson Dr. Ibahrine Dr. Zaid

Research Question: 

Research Question How outdoor advertising was adopted in Morocco?

Theory: 

Theory Diffusion of Innovation

Methodology: 

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?: 

What is Outdoor Advertising?

Findings: Comparison to Other Media: 

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): 

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): 

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): 

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: 

Outdoor Advertising’ Communication Channels 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.

Outdoor Advertising Decision Process: 

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: 

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: 

Process of Business Sectors in Adopting OA

Outdoor Advertising Agencies: 

Outdoor Advertising Agencies

Communication Agencies: 40s-70s: 

Communication Agencies: 40s-70s

Communication Agencies 2005: 

Communication Agencies 2005

Top 10 Advertisers: 

Top 10 Advertisers

Why Did OA Take Time to Develop? : 

Why Did OA Take Time to Develop?

The Advertising Investments by Media (2005): 

The Advertising Investments by Media (2005)

Slide21: 

Outdoor Advertising Evaluation

Outdoor Advertising in Morocco: 

Outdoor Advertising in Morocco

Outdoor Advertising Channels: 

Outdoor Advertising Channels

Outdoor Advertising Perception: 

Outdoor Advertising Perception

Posters’ Influence: 

Posters’ Influence

Attractiveness Criteria vis-à-vis Posters: 

Attractiveness Criteria vis-à-vis Posters

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

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): 

(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: 

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: 

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): 

(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: 

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: 

Thank you for your Attention

Slide34: 

Thank you for your Attention