Market Insights Advertising & Media Advertising Out-of-Home Advertising

Traditional Out-of-Home Advertising - Morocco

Morocco

Morocco's Traditional Out-of-Home Advertising market is projected to reach US$25.76m in 2024.
The sector is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 0.15%, leading to a projected market volume of US$25.95m by 2029.
The average ad spending per capita in Morocco's Traditional Out-of-Home Advertising market is forecasted to be US$0.67 in 2024.
In Morocco, the rise of digital advertising platforms is challenging the dominance of traditional out-of-home advertising methods in the market.

Key regions: Germany, Europe, Asia, France, China

Market

Region

Region comparison

Currency

Analyst Opinion

The Traditional Out-of-Home Advertising market in Morocco has been experiencing significant development in recent years.

Customer preferences: Moroccan consumers have shown a strong preference for traditional out-of-home advertising. This can be attributed to the fact that outdoor advertising is highly visible and reaches a wide audience. With the increasing urbanization and population growth in Morocco, there is a greater demand for outdoor advertising to capture the attention of the growing consumer base. Additionally, traditional out-of-home advertising offers a tangible and physical presence, which can be more impactful and memorable for consumers compared to digital advertising.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in Morocco is the adoption of innovative and creative advertising techniques. Advertisers are increasingly using eye-catching designs, unique formats, and interactive elements to capture the attention of consumers. This trend is driven by the need to stand out in a crowded advertising landscape and engage consumers in a meaningful way. Additionally, there is a growing emphasis on data-driven targeting and personalization in outdoor advertising, allowing advertisers to deliver more relevant and effective messages to their target audience. Another trend in the market is the integration of technology into traditional out-of-home advertising. Digital screens, interactive displays, and augmented reality are being used to enhance the effectiveness and interactivity of outdoor advertising campaigns. This trend is driven by the increasing availability and affordability of technology, as well as the desire to create more engaging and immersive experiences for consumers. By combining the strengths of traditional out-of-home advertising with the capabilities of technology, advertisers are able to create impactful and memorable campaigns.

Local special circumstances: Morocco's unique cultural and geographical characteristics contribute to the development of the Traditional Out-of-Home Advertising market. The country has a rich history and vibrant culture, which provides advertisers with a wealth of inspiration and creative opportunities. Additionally, Morocco's diverse landscapes, including bustling cities, picturesque coastal areas, and scenic mountains, offer a wide range of outdoor advertising locations that can effectively reach different target audiences.

Underlying macroeconomic factors: The development of the Traditional Out-of-Home Advertising market in Morocco is also influenced by underlying macroeconomic factors. The country has experienced steady economic growth in recent years, which has led to an increase in consumer spending power. This has created a favorable environment for advertisers, as consumers are more willing to engage with brands and make purchasing decisions. Furthermore, Morocco's strategic location as a gateway between Europe and Africa makes it an attractive market for international advertisers looking to expand their reach. In conclusion, the Traditional Out-of-Home Advertising market in Morocco is developing due to customer preferences for highly visible and tangible advertising, the adoption of innovative and creative techniques, the integration of technology, the unique cultural and geographical characteristics of the country, and the underlying macroeconomic factors. These factors contribute to the growth and evolution of the market, providing opportunities for advertisers to effectively engage with consumers and drive business growth.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers offline out-of-home advertisements such as billboards, street furniture, transit and transport displays, and place-based media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.