Outdoor Advertising in Morocco Ghizlane Naji Supervised by

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

Research Question ₪ How outdoor advertising was adopted in Morocco? 3/4/2021 Outdoor Advertising in Morocco 2

Theory ₪ Diffusion of Innovation 3/4/2021 Outdoor Advertising in Morocco 3

Methodology ₪ Interviews: ₪ Mr. Adil Freidji, CEO of 2 ACOM Agency ₪ Mr. Adil Mir, GD of Klem Euro SRCG ₪ Mr. Hicham Mrhoum, DMD of Mindshare ₪ Ms. Nabila. Freidji, Head of Western Union 3/4/2021 Outdoor Advertising in Morocco 4

What is Outdoor Advertising? 3/4/2021 Outdoor Advertising in Morocco 5

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. 3/4/2021 Outdoor Advertising in Morocco 6

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. 3/4/2021 Outdoor Advertising in Morocco 7

Findings: (Cont) ₪ Outdoor advertising could compete with radio and occupy the 2 nd place after television. ₪ Outdoor advertising is more innovative and creative. ₪ Outdoor advertising is a medium of proximity that evolves rapidly 3/4/2021 Outdoor Advertising in Morocco 8

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 3/4/2021 Outdoor Advertising in Morocco 9

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. 3/4/2021 Outdoor Advertising in Morocco 10

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, 00020, 000/month/face depend on location Normal 1998 60, 000 -800, 000 dhs/year Backlight 2001 250, 000 -800, 000 dhs/year Trivision 1998 12, 000 dhs/month per poster Backlight 2001 200, 000 -250, 000 dhs/year Unipole 1998 150, 000 -250, 000 dhs/year Static 1998 100, 000 dhs and more /year 2004 week/25 place/30 sec/20. 000 dhs. 15 days/30. 000 dhs. 2001 9000 dhs/month Mural Frontages Roofs Plasma Screens Mobile Outdoor 3/4/2021 Buses and Trucks Outdoor Advertising in Morocco 11

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: 2 A 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 3/4/2021 Outdoor Advertising in Morocco 12

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. 3/4/2021 Outdoor Advertising in Morocco 13

Process of Business Sectors in Adopting OA 3/4/2021 Outdoor Advertising in Morocco 14

Outdoor Advertising Agencies 3/4/2021 Outdoor Advertising in Morocco 15

Communication Agencies: 40 s-70 s Agency Date Havas 1946 Cinémapresse 1968 Shem’s Publicité 1972 Top Publicité 1973 Klem Euro RSCG 1974 3/4/2021 Outdoor Advertising in Morocco 16

Communication Agencies 2005 3/4/2021 Outdoor Advertising in Morocco 17

Top 10 Advertisers Top Ten Advertisers 2005 12 Ranking 10 8 6 4 2 0 1 Advertisers 3/4/2021 Maroc Telecom Medi Telecom Group Abroul Dolidol Coca Cola Richbond Banque Populaire Sopriam Lesieur Cristal LG Electronics Outdoor Advertising in Morocco 18

Why Did OA Take Time to Develop? 3/4/2021 Outdoor Advertising in Morocco 19

The Advertising Investments by Media (2005) 3/4/2021 Outdoor Advertising in Morocco 20

Outdoor Advertising Evaluation 3/4/2021 Outdoor Advertising in Morocco 21

Outdoor Advertising in Morocco 3/4/2021 Outdoor Advertising in Morocco 22

Outdoor Advertising Channels 3/4/2021 Outdoor Advertising in Morocco 23

Outdoor Advertising Perception 3/4/2021 Outdoor Advertising in Morocco 24

Posters’ Influence 3/4/2021 Outdoor Advertising in Morocco 25

Attractiveness Criteria vis-à-vis Posters 3/4/2021 Outdoor Advertising in Morocco 26

Measurements of Outdoor Advertising’ Impact: Technical Measurements of The Audience and Coverage. ₪ Affi. Score : 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). 3/4/2021 Outdoor Advertising in Morocco 27

(Cont) ₪The format of the poster (4 x 3, 8 x 3 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. 3/4/2021 Outdoor Advertising in Morocco 28

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. 3/4/2021 Outdoor Advertising in Morocco 29

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). 3/4/2021 Outdoor Advertising in Morocco 30

(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. 3/4/2021 Outdoor Advertising in Morocco 31

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. 3/4/2021 Outdoor Advertising in Morocco 32

Thank you for your Attention Outdoor Advertising in Morocco

3/4/2021 Thank you for your Attention Outdoor Advertising in Morocco 34