Outdoor Advertising in Morocco

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

2. Research Question • How outdoor advertising was adopted in Morocco? Outdoor Advertising in Morocco

3. Theory • Diffusion of Innovation Outdoor Advertising in Morocco

4. 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

5. What is Outdoor Advertising? Outdoor Advertising in Morocco

6. 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

7. 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

8. 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

9. 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

10. 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

11. Outdoor Advertising in Morocco

12. 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

13. 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

14. Process of Business Sectors in Adopting OA Outdoor Advertising in Morocco

15. Outdoor Advertising Agencies Outdoor Advertising in Morocco

16. Communication Agencies: 40s-70s Outdoor Advertising in Morocco

17. Communication Agencies 2005 Outdoor Advertising in Morocco

18. 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

19. Why Did OA Take Time to Develop? Outdoor Advertising in Morocco

20. The Advertising Investments by Media (2005) Outdoor Advertising in Morocco

21. Outdoor Advertising Evaluation Outdoor Advertising in Morocco

22. Outdoor Advertising in Morocco Outdoor Advertising in Morocco

23. Outdoor Advertising Channels Outdoor Advertising in Morocco

24. Outdoor Advertising Perception Outdoor Advertising in Morocco

25. Posters’ Influence Outdoor Advertising in Morocco

26. Attractiveness Criteria vis-à-vis Posters Outdoor Advertising in Morocco

27. 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

28. (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

29. 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

30. 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

31. (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

32. 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

33. Thank you for your Attention

34. Thank you for your Attention Outdoor Advertising in Morocco