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Outdoor Advertising in Morocco. Ghizlane Naji Supervised by Dr. Anderson Dr. Ibahrine Dr. Zaid. Research Question. How outdoor advertising was adopted in Morocco?. Theory. Diffusion of Innovation. Methodology. Interviews: Mr. Adil Freidji, CEO of 2ACOM Agency

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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?

Outdoor Advertising in Morocco

theory
Theory
  • Diffusion of Innovation

Outdoor Advertising in Morocco

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

Outdoor Advertising in Morocco

what is outdoor advertising
What is Outdoor Advertising?

Outdoor Advertising in Morocco

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.

Outdoor Advertising in Morocco

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.

Outdoor Advertising in Morocco

findings cont1
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

Outdoor Advertising in Morocco

findings cont2
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 in Morocco

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 in Morocco

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

Outdoor Advertising in Morocco

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.

Outdoor Advertising in Morocco

process of business sectors in adopting oa
Process of Business Sectors in Adopting OA

Outdoor Advertising in Morocco

outdoor advertising agencies
Outdoor Advertising Agencies

Outdoor Advertising in Morocco

communication agencies 40s 70s
Communication Agencies: 40s-70s

Outdoor Advertising in Morocco

communication agencies 2005
Communication Agencies 2005

Outdoor Advertising in Morocco

top 10 advertisers

Top Ten Advertisers 2005

12

Maroc Telecom

10

Medi Telecom

Group Abroul

8

Dolidol

Ranking

6

Coca Cola

4

Richbond

Banque Populaire

2

Sopriam

0

Lesieur Cristal

1

LG Electronics

Advertisers

Top 10 Advertisers

Outdoor Advertising in Morocco

why did oa take time to develop
Why Did OA Take Time to Develop?

Outdoor Advertising in Morocco

the advertising investments by media 2005
The Advertising Investments by Media (2005)

Outdoor Advertising in Morocco

slide21

Outdoor Advertising Evaluation

Outdoor Advertising in Morocco

outdoor advertising in morocco1
Outdoor Advertising in Morocco

Outdoor Advertising in Morocco

outdoor advertising channels
Outdoor Advertising Channels

Outdoor Advertising in Morocco

outdoor advertising perception
Outdoor Advertising Perception

Outdoor Advertising in Morocco

posters influence
Posters’ Influence

Outdoor Advertising in Morocco

attractiveness criteria vis vis posters
Attractiveness Criteria vis-à-vis Posters

Outdoor Advertising in Morocco

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).

Outdoor Advertising in Morocco

slide28
(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.

Outdoor Advertising in Morocco

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.

Outdoor Advertising in Morocco

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).

Outdoor Advertising in Morocco

slide31
(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.

Outdoor Advertising in Morocco

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.

Outdoor Advertising in Morocco

slide34

Thank you for your Attention

Outdoor Advertising in Morocco