AdMazad reports Egypt OOH spend hits EGP 12.7bln in 2025
Egypt’s Out-of-Home (OOH) advertising expenditure surged by 60 percent in 2025 to reach EGP 12.7 billion, according to AdMazad’s sixth Annual State of the Outdoor Advertising Market Report. Findings from AdMetrics, Egypt’s leading platform for measuring and analyzing outdoor advertising performance, reveal a clear shift in market leadership from real estate dominance toward what is described as a “brand economy,” driven by a strategic partnership between high-ticket manufacturers and the financial services sector.
Investment from Financial Services in OOH grew by 67%, with banks and fintech firms pivoting messaging from institutional branding toward promoting accessibility and flexible payment solutions. This approach enabled manufacturers to sustain sales momentum by emphasizing “ease of payment.”
This trend reflects a significant diversification of the market’s capital base. While the real estate sector remains a dominant force, the growing strategic integration between high-ticket manufacturers, particularly across the automotive, consumer electronics, and home appliances sectors, and the financial services sector is contributing to the development of a more balanced and resilient Out-of-Home advertising ecosystem.
In this context, new brands accounted for 41% of total active entities in 2025, with more than 700 brands entering the Out-of-Home advertising market for the first time, seeking to establish the physical presence necessary to build trust in an increasingly credit-driven economy.
"We observed signs of cooling in Q4 2025, with real estate expenditure beginning to stabilize and even decline in certain geographic areas," said Assem Memon, Founder and Managing Director of AdMazad. "This decline highlights a 'Sustainability Gap.' While real estate developers have historically absorbed high premium rates for advertising, the Brand Economy operates according to much stricter ROI standards. If the real estate sector continues to slow, Out-of-Home advertising rates are expected to face a strong decline, in order to adjust to lower occupancy levels and ensure that pricing in the future aligns with performance data and customer base expansion costs."