Outdoor Advertising in Morocco by tpc93195

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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?




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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
₪   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             13,000-
                                                                   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
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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
                                            Lessivier
          4                                 (Detergents)             4                           Telecom
                                            Drinks
Ranking




                                                                                                 Lessivier




                                                           Ranking
          3                                                          3
                                                                                                 Drinks
          2                                 Food                     2                           Food

          1                                                          1                           Finance
                                            Finance

          0                                                          0
                                            Telecom
                        1                                                         1
                 Business Sectors                                          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
               PUBLIIS                                                                        10%
                 4%


                CINEMAPRESSE Y&R
                                       SAGA COMMUNICATION          LOWE SHEM'S
                         5%
                                              7%                       10%




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                      Top 10 Advertisers
                           Top Ten Advertisers 2005

                      12
                                                      Maroc Telecom
                      10                              Medi Telecom
            Ranking




                       8                              Group Abroul
                                                      Dolidol
                       6
                                                      Coca Cola
                       4                              Richbond
                       2                              Banque Populaire
                                                      Sopriam
                       0
                                                      Lesieur Cristal
                                  1
                                                      LG Electronics
                             Advertisers




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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
6/11/2010   Thank you for your Attention
                    Outdoor Advertising in Morocco   34

								
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