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CairoScene
4 days ago
- Business
- CairoScene
Billboards Are the New Skyline – How Giant Ads Are Reshaping Cairo
At 9:14 AM, Cairo's Ring Road glows not with sunlight, but with 12 consecutive digital billboards advertising luxury compounds, soft drinks, and tuition fees that could rival Swiss universities. At one stretch, you're promised 'a home where harmony lives.' Two metres later: 'You Are Unique,' a validating sentiment that turns out to be an ad for a bank – a call to customise your mortgage, curate your credit score, and optimise your escape. It's the kind of affirmation that sells not just security, but a story: in a global economy where groceries feel aspirational, financial self-actualisation becomes the new moral high ground. (The joke's on us, of course. There is no exit plan that doesn't involve collective salvation. And as Donne warned, no man is an island – certainly not on the Ring Road.) In 2024, Egypt spent EGP 6.3 billion on out-of-home advertising, up 53% from the previous year. The country now supports one of the fastest-growing billboard markets in the Middle East. And the sector isn't done yet. According to AdMazad, Egypt's leading out-of-home (OOH) advertising performance measurement company, total impressions reached 154.2 billion last year, largely concentrated in Cairo's arterial roads and desert-ringed satellite cities. In some places, there is now more advertising space than visible sky. 'Billboards are a steady source of revenue,' Assem Memon, CEO of AdMazad, an Egyptian agency dedicated to tracking and analysing thousands of billboards across the country to measure their performance, tells CairoScene. 'Local authorities and municipalities rely on them to generate cashflow.' Egypt has turned its cities into a showroom, and its streets into a psychology experiment. But I'm here to make a case for – as well as against – the perpetual billboard. And that starts at the beginning. The idea for billboards began slowly in Egypt. First, as movie posters, as Nasserist propaganda promising Pan-Arabist heaven, cupping therapy offers, cure-all creams, and home exorcisms available – if you call now. Then as static signs hawking juice brands or local banks. Then came vinyl real estate giants along 6 October Bridge, animated LEDs near Nasr City, 3D billboards looming overhead. The number of OOH advertisers rose 23% year-on-year to 17,000, while the number of billboards increased 26.6% year-on-year to 40,000, according to Enterprise and AdMazad. It is clear that billboards in Egypt are more than visual noise, they're a critical financial artery for the country's urban fabric. Advertisers pay a concession fee just to rent the land, and when they build according to regulation, they also pay an annual licensing fee. 'As new roads open up, so do opportunities for billboard placements, Memon explains. 'But when it comes to premium visibility, 6th October and Tagamoa lead the pack. Today, renting a billboard in 6th October costs around 500,000 EGP per month, while the same space in Tagamoa can go for EGP 1 million.' But what's most striking, Memon notes, is Egypt's advertising imbalance. 'In other emerging markets like Pakistan, Morocco, or Malaysia, real estate usually ranks sixth or seventh in terms of billboard ad share.'In most countries, consumer goods, telecoms, banks, pharmacies, and cafés dominate OOH budgets. 'Here in Egypt,' Memon continues, 'real estate is number one—by far.' 'Real estate alone now accounts for 60% of OOH market share in Egypt, with advertising spend in the sector jumping 85% in a single year,' Engy Elmasry, Account Manager at Seven, tells CairoScene. These figures are based on AdMazad's audit of over 50,000 billboards across Egypt, reflecting the sector's dominance in the OOH advertising landscape. 'These aren't billboards,' Elmasry says. 'They're mood boards. We're selling escape, not space.' So why is Cairo's skyline a catalogue of gated compounds? 'It's partly economic,' Memon says. 'Currency devaluation has pushed real estate developers into a cycle of building fast, selling fast, and flipping fast. Most of them are small, fragmented players who want to build brand equity, so they flood the streets with ads to build credibility. Projects like 'Skies of Nation' or 'Jiran' want you to remember their name. The economic environment has changed real estate to an investment first product, and with the fragmentation among developers and entry of many first time developers, there is a need to create mass awareness.' This one-sector dominance has reshaped the OOH ecosystem. 'Product development in the ad industry now prioritises real estate,' Memon explains. 'It's all about targeting high-traffic highways like Mehwar and the Ring Road—not dense, lived-in neighbourhoods like Mohandiseen or Agouza.' The result? Billboards in older Cairo are vanishing, even though most Egyptians still live there. The consequences go beyond visibility. 'Imagine running a small shoe brand,' Memon says. 'You can't afford a single board in New Cairo or 6 October. The new outdoor inventory is primarily designed for real estate and mega advertisers. The unintended consequence of this is the limitation of advertising opportunities for smaller brands.' If billboard access were more equitable, Memon argues, it wouldn't just benefit small businesses—it would expand the industry as a whole. 'When different businesses at different maturity stages can access outdoor ads, you unlock new verticals. It's not about shrinking the real estate footprint—it's about sharing the skyline.' The challenge is ensuring that billboards don't morph into 'a visual zoo,' in Memon's words. His vision? 'Stronger regulation. One billboard every 500 metres. Limit the number of formats per zone. And for digital screens—especially at night—there needs to be serious scrutiny. They're beautiful, but they're also distracting.' In that sense, billboards don't just reflect Cairo. They define it. To understand Egypt's billboard boom is to understand the country's post-2011 psyche – fractured, aspirational, and fixated on visibility. The billboard has taken on a strange dual role, at once commercial and quasi-political. It is one of the loudest voices in the city. This is no accident. In 2020, Law 208 established a national authority to regulate billboard content, safety, and location. But its real function seems to be coordination, not restraint. Some areas, like the Ring Road and Sheikh Zayed, now show 94% and 91% billboard utilisation, respectively. In contrast, older districts like Maadi and Dokki are being bypassed – both literally and commercially. It's a visual map of power and capital. The old city is fading. The desert is the future. There is, however, a strong case for billboards – and it's not just aesthetic nihilism. Egypt's economy is in need of any growth sector that isn't tethered to global instability. 'Out-of-home advertising creates jobs, fuels creative industries, and, unlike many online ads, cannot be skipped or blocked,' Hana Amgad, Account Manager at Kijami, tells CairoScene. Studies show that 71% of drivers notice billboards, and nearly 50% of them engage with the content. For real estate developers, education providers, and telecom giants, billboards offer unmatched reach. More importantly, they offer permanence. In a digital world of disappearing stories and algorithmic noise, a giant, backlit promise by the highway still feels real. It occupies space. Over time, billboards have done more than advertise – they've embedded themselves into the semiotic structure of Cairo's urban life, anchoring the city's mental geography. Directions are given not by street names but by reference to giant LED screens: meet 'under the big Samsung,' turn 'at the Pepsi ad.' These aren't anomalies – they're a system. In a city marked by infrastructural fragmentation and visual overload, billboards offer a kind of consistency. Cairo orients itself through these billboards. They've become, in effect, part of the city's spatial memory – a hyper-commercial layer overlaid on top of a civic one. Yet for all their commercial appeal, Egypt's billboard culture has begun to swallow its cities. The deeper damage is psychological. These billboards offer not just commodities, but class identity. The images are consistent: manicured lawns, bilingual children. A villa in the desert with a golf course becomes not just a home, but a personality upgrade. The problem? Most people can't afford it. According to CAPMAS, the average Egyptian family in an urban centre spends 12.5% of their annual income on education alone. Meanwhile, kindergarten fees in many of the schools featured on roadside ads range between EGP 80,000 and EGP 160,000 a year. And that's before factoring in uniform fees, transport, and the subliminal cost of social conformity. The billboard is more than an ad. It is a border. It announces who belongs where. Architectural researcher Mohamad Abotera refers to this as a 'reproduction of space,' where the advertisers use visuals to redefine what Egypt looks like and who it is for. His study of real estate billboards in Cairo found that 79% featured elements of greenery, lakes, or imported nature. Many used European trees and landscapes foreign to Egyptian terrain. Some are even superimposed Los Angeles cityscapes. 'These are not metaphors. They are market segmentation strategies,' Elmasry tells CairoScene. It would be comical if it weren't so costly. To create these promised utopias in the desert, developers divert water from already stretched resources. In New Cairo, the per capita access to green space in gated communities is 216 sqm. In social housing nearby, it's 26 sqm. In older Cairo districts like Shubra, it's less than 0.1 sqm. The simulation is relentless. Despite all this, billboards endure – for good reason. Ultimately, they're the most democratic form of elite messaging. Memon is far from bearish on billboards. 'Traditional advertising isn't dead. It's evolving.' He points to a Nielsen study that found combining billboards with digital ads boosts message amplification by 60%. 'When London banned candy ads on public transport, sales of those products dropped 60%. That's how powerful outdoor media still is.' 'You don't need a phone, a data plan, or an algorithm to be reached. You just need to exist in public,' Amgad explains. And in that sense, the billboard becomes a curious sort of civic document. It shows you what the state, or at least the market, thinks Egypt should look like. And for all their distortions, billboards can also inspire. A clever campaign. A moment of colour on a grey commute. A family glimpsing a different future – even if it's unattainable. Egypt is in the midst of an identity shift. The post-revolution euphoria has long faded, replaced by infrastructural overhauls, capital migration to the desert, and a public increasingly anxious about where it belongs. In this context, billboards are not the disease. They are the symptom – and sometimes, the distraction. They represent both Egypt's most sincere ambitions and its deepest contradictions. They are monuments to optimism and inequality. And they are built to last. The question is not whether the billboards will change. It's whether Cairo will – or whether it will continue to be a city that cannot see itself, only the version sold back to it at 1080p, three storeys high, and payable in 100 monthly installments.
Gulf Today
16-05-2025
- Politics
- Gulf Today
Taryam Omran Taryam remains an everlasting memory
co-founded Dar Al Khaleej with his brother Dr Abdullah Omran, was an outstanding diplomat and media pioneer who played a key role in the foundation of the UAE. He passed away on May 16, 2002 On May 16, 2002, Taryam Omran Taryam, an Arab nationalist, seasoned politician, and accomplished media personality, passed away after being overcome by his terminal illness in a London hospital following a life in which he was resilient to the circumstances he faced, the battles he fought and the obstacles he encountered. He was a man of free will, unwavering determination and resolve and firm positions. This is evidenced perhaps by the key role that he and his brother Dr. Abdullah Omran Taryam, may God have mercy on them, played in all stages through which the UAE was founded. His gentle smile still resonates in the hearts of his fans, students and acquaintances; he was gentle and kind, firm and decisive, without arrogance or stubbornness. His humility remains a matter of remembrance and appreciation by those who mixed with him, as a great person needs not to confirm or demonstrate what he truly is. Reflecting on some of the pivotal milestones in Taryam Omran's career, his political role stands out. He was one of the early Emirati diplomats abroad, by order of the late Sheikh Zayed Bin Sultan Al Nahyan, may God rest his soul in peace. He also co-founded the Dar Al Khaleej Press, Printing and Publishing with his brother Dr. Abdullah Omran in 1970, serving as chairman of its board of directors until he passed away. The late Taryam Omran Taryam was born in Sharjah in 1942. He completed his primary and preparatory education at Al Qasimiyah School in Sharjah. He then moved to Kuwait, where he studied briefly with his late brother, Dr. Abdullah, at Al Shuwaikh High School. They then returned to Sharjah to complete their secondary education at Al Qasimiyah School. In the early 1960s, Taryam moved to Egypt and enrolled in the Faculty of Arts, Cairo University. There, his Arab nationalist personality crystallized, as he was keen on attending intellectual and political forums and joining Egyptian and Arab student organizations, where he was influenced by the Nasserist vision of leader Gamal Abdel Nasser, which called for independence and unity, and was a key activist in introducing the Egyptian student community to the Gulf Region. He also took part in establishing student unions, and after graduating, he worked at Al Orouba Boys Secondary School and then as principal of Al Maaref School in Sharjah. An outstanding diplomat When the UAE was founded in 1971, the late Sheikh Zayed Bin Sultan Al Nahyan appointed him as the UAE's ambassador to Cairo, where he ran diplomatic service for approximately five years. In 1976, he headed the UAE delegation to the Arab League, serving as its first representative. He was valued for never missing any of the Arab League's meetings and activities. He was a diplomat who left his mark on every proposal, recommendation and resolution that contributed to joint Arab action, supported Arab solidarity and strengthened Arab relations within the Arab League. In 1977, Taryam chaired the Federal National Council (FNC) for two consecutive terms. He made a notable and commendable impact in demanding the expansion of federal powers and the reduction of local authorities, so that the local and federal authorities would work together for the public interest, giving priority to it in general, and avoiding bias towards tribalism. He also insisted that federal legislation and draft laws approved by the FNC apply throughout the country, in accordance with the provisions of the Constitution. Taryam and Abdullah Omran were part of the Emirate of Sharjah's official delegation in the negotiations that preceded the federation of seven emirates, and were among those who called for the unification of the nine Gulf emirates in the early 1970s, following the end of the British occupation. Major milestone 1970 marked a major leap forward in the careers of the late Taryam and Abdullah Omran in media work, when they founded Al Khaleej newspaper. In order to bring the newspaper to fruition, they faced many obstacles, problems, wars, and modest resources. Their story began when they published Al Shorouk, a monthly political magazine. They faced various difficulties at that time, as there were no qualified printing presses in Sharjah and the Trucial States, so they decided to head to Kuwait and chose Fajhan Hilal Al Mutairie, who was a publisher and owned a modern printing press and who promised them to print the magazine and later Al Khaleej newspaper on account. The material was written in Sharjah, and in the last week of every month, Taryam Omran would carry it to Kuwait and return with a printed magazine. Later, they thought of publishing Al Khaleej, the first political newspaper and a daily publication that covered current events and reviewed new developments. The newspaper was published in October 1970 and was issued between Sharjah and Kuwait, where journalists in Sharjah were responsible for collecting news, writing it up, sending it to Kuwait and waiting for it the next morning. You can imagine how difficult this was with a daily flight between Kuwait and Sharjah. Facing battles Since its first publication, Al Khaleej has been engaged in professional and political battles, including demands from newspaper owners in Kuwait to stop publishing it in their country, in addition to the newspaper's war with some movements due to its insistence on the Arabism of the Gulf and the Emirati islands. During a meeting with Dr. Abdullah Omran, Sir William Luce, the British Minister, demanded that the newspaper be shut down and that it cease writing about the islands negotiations but Dr. Abdullah refused. His response, along with that of his brother Taryam, was that Britain had occupied the region for nearly 150 years, during which no education, healthcare or other services were provided, and that when it decided to pull out, it asked its people to remain silent about handing over part of its territory to the Shah of Iran. Taryam was an active member and vice chairman of the board of trustees of Sultan Bin Ali Al Owais Cultural Foundation as well as a member of the board of trustees of the Centre for Arab Unity Studies, Gulf Development Forum and several Arab and international organizations, among others. He was committed to the issues of his nation and a supporter of just causes in the world. He was also a symbol of the independent movement and left behind a legacy of journalistic writings that addressed various national and pan-Arab issues. He chaired the board of directors of the Center for Gulf Studies, which issued reports on Arab issues in general and Gulf issues in particular. He also chaired the board of directors of the Taryam Omran Taryam Foundation for Cultural and Humanitarian Works. He authored numerous books on the foundation of the UAE and was an active member of numerous research and study centres.
