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Egypt's billboard explosion strains the eyes, but increases profits

Cairo's roads are not for the weak-hearted. They have potholes and obstacles like donkey carts. Now, drivers are faced with a new hazard - a proliferation of mismatched and flashy billboards that compete for their attention.

According to AdMazad a media and advertising analytics company, the number of billboards that line Cairo's streets has increased by more than twofold in six years.

This is more than 30 ads per square kilometre, and that's without counting the digital flashing ads which have increased more than ten-fold in the past decade to reach more than 300.

Ahmed Adel, a resident of Cairo, said that there was no place on the streets without ads as he drove past one of the high-end commercial and residential districts.

Advertising is booming in Egypt, largely due to the rapid expansion and modernization of Egypt's transportation network. Since Abdel Fattah al-Sisi took power in 2014, he has invested billions of dollars to build new roads and bridges that now criss-cross Cairo.

These ads, which line the roads, promote a variety of products, including detergents, fast foods, and real estate developments. They are often accompanied by bright LED displays, which, according to Adel, strain drivers' eyes at night.

Ahmed Afify is the head of MOT Investment and Development (a Transport Ministry investment firm), and he says that this industry has become an important source of revenue for the state.

AdMazad's data indicates that revenues from "out of home" advertising (billboards, transit ads and other outdoor media) will grow by over 50% between now and 2024 to reach about 6.3 billion Egyptian Pounds ($130 million).

Afify stated that the money is largely transferred to the state's treasury by the Transport Ministry and its affiliate entities. He said that ad prices are affected by the location, and can increase when competing brands compete for prime spots.

Those stuck in traffic may find them amusing or a marketing tool. Others find the billboards a stress-inducing addition to their commute.

Khaled Salaheldin, a psychotherapist in Egypt, has pointed out the mental toll that people can take when they are under financial stress. This is a reality Egypt is increasingly experiencing after years of inflation.

He said: "When I'm constantly exposed to advertisements and idealized lifestyles it leads to comparisons that make me feel inadequate and insecure."

Egypt's prime minister Mostafa Mahbouly convened a meeting on Wednesday to discuss standards for ads and billboards. He said there should be stricter regulations to ensure that ads "preserve urban fabric," "uphold societal norms" and "uphold aesthetic value." Reporting by Jaidaa TAHA and Heba FOUAD in Cairo. Editing by Alexander Dziadosz & Andrew Heavens

(source: Reuters)