{"id":684995,"date":"2026-02-17T00:00:00","date_gmt":"2026-02-17T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2026\/02\/17\/egypts-billboard-market-is-getting-more-expensive-rather-than-significantly-bigger\/"},"modified":"2026-02-17T00:00:00","modified_gmt":"2026-02-17T00:00:00","slug":"egypts-billboard-market-is-getting-more-expensive-rather-than-significantly-bigger","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2026\/02\/17\/egypts-billboard-market-is-getting-more-expensive-rather-than-significantly-bigger\/","title":{"rendered":"Egypt\u2019s billboard market is getting more expensive rather than significantly bigger"},"content":{"rendered":"

Egyptian businesses <\/strong>invested<\/strong> EGP 12.7 bn in out-of-home (OOH) <\/strong>advertising in 2025<\/strong>, a 60% jump from the year before, according to outdoor ad aggregator AdMazad\u2019s latest annual report (pdf)<\/a>. The surge was largely price-led, driven by high occupancy rates and rising licensing costs, AdMazad co-founder and Managing Director Assem Memon tells EnterpriseAM. Average billboard utilization rates hit 86%, with the Ring Road at 95% occupancy.<\/p>\n

Inventory growth remained measured<\/strong>, with 900 new billboards added in 2025 (+9% y-o-y), mainly across high-growth corridors like New Cairo and Sheikh Zayed. Of these, 115 were digital-out-of-home (DOOH) screens, signaling a steady \u2014 if cautious \u2014 shift toward digital formats.<\/p>\n

Real estate dominates, DOOH drives revenues<\/p>\n

Real estate tightens its grip \u2014 for now. <\/strong>Real estate developers once again dominated the market, accounting for 65% of total OOH spend during the year and growing 72% y-o-y. While 15 of the year\u2019s top 20 advertisers were in real estate, the sector\u2019s shares had eased to 54% by year-end, raising questions about overreliance on a single growth engine. The report flags the need for media owners to widen their client base and hedge against any slowdown in the property market.<\/p>\n

Digital screens generated 19% of total revenues <\/strong>despite representing just 5% of locations<\/strong>, making them the market\u2019s highest-yield segment. Yet their rapid spread has stirred concerns over brightness and light pollution. Memon says the answer lies in adopting night-specific creatives and programmatic buying to reduce waste and overexposure. The industry still leans heavily on auto-dimming technology, but smarter content strategies could preserve visibility without overwhelming the public.<\/p>\n

\n

Advertisers push beyond traditional hot spots <\/p>\n

While real estate brands continue to dominate premium districts such as New Cairo and<\/strong> Sheikh Zayed<\/strong>, where they account for more than 80% of spending, volume-driven sectors are expanding elsewhere, Memon tells us. The Delta and Upper Egypt are proving key battlegrounds for healthcare, telecom, and FMCG players, where lower ad rates and dense traffic translate into attractive returns.<\/p>\n

The data points to a shifting pecking order in secondary cities. <\/strong>Mansoura and Zagazig are now outperforming Tanta for non-real estate advertisers, buoyed by stronger purchasing power and growing appetite for diverse brands.<\/p>\n

Seasonal destinations are also shifting. <\/strong>OOH spending extended further along the North Coast, even beyond Ras El Hekma, though the area remains largely summer-driven, Memon argues. He added that Ras El Hekma reflects long-term brand positioning, while Sidi Abdelrahman continues to deliver the bulk of immediate consumer exposure. By contrast, Red Sea\u2019s El Gouna has secured year-round visibility.<\/p>\n

(Tap or click the headline above to read this story with all of the links <\/strong>to our background as well as external sources.)<\/p>\n","protected":false},"excerpt":{"rendered":"

Real estate made up a 65% share of total market spend during the year<\/p>\n","protected":false},"author":1,"featured_media":684996,"comment_status":"closed","ping_status":"open","sticky":false,"template":"single-feature.php","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[8375],"tags":[3100,8374,72,3877,83],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-684995","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-admazad","tag-advertising","tag-enterpriseam","tag-marketing","tag-real-estate","wpautop","entry"],"acf":{"mongo_id":"0901dccd-2479-49fc-b35e-122da182b2b4","order":"8","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2026\/2\/1063.jpg","photo_position":"above","homepage_title":"","full_issue_title":"Egypt\u2019s billboard market is getting more expensive rather than significantly bigger","related_issue":[684981],"teaser":"Real estate made up a 65% share of total market spend during the year"},"yoast_head":"\nEgypt\u2019s billboard market is getting more expensive rather than significantly bigger - 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