Advertising investments rose sharply during the first half of the month of Ramadan with more than 530 million dirhams invested in the various media. Digital is the most popular channel for advertisers.
The advertising market seems to be picking up steam in the media. The latest statistics from Imperium, which specializes in monitoring advertising trends in Morocco, amply confirm this and should put a smile on the face of some sales managers. Advertising investments reached 536.5 million dirhams during the first fifteen days of the month of Ramadan, against 370.5 million during the same period in 2020.
Digital is the most popular channel for advertisers with an exponential peak of 354.5%, compared to other media, says the report, which highlights that the amounts injected into the press increased by 59.5%. Television and radio were also well spoiled with respective increases of 51% and 42% in investments, followed by advertising.
Telecom, the leading investor
We also find this same trio in the market share segment, where television retains its leadership with 64% of the shares, followed by billboards (19%), and radio with 11.2%. The written press and digital share the rest, with respective percentages of 4.5% and 1%. The telecommunications sector is the first investor with an envelope of 118 million dirhams, an increase of 26%. Food is in second place with 92 million dirhams (+ 78.6%), followed by the banking and insurance sector, which paid out 53 million dirhams.
Impérium also saw significant increases in other sectors such as office automation and IT (+ 1,684.5%), insurance and finance (+ 272.4%), or furniture and decoration (+202, 7%). An improvement that contrasts with the negative figures for real estate (-68.5%), culture and leisure (-58%), and administrations (-29.5%).
Overall, almost all sectors have invested more than during the past year, he notes. Another positive point in the advertising market is the increase in the number of advertisers, which was 625 during the first half of Ramadan, against 578 during the same period in 2020. 90 of them preferred to communicate via television (+29 ), specifies the cabinet.
