How Al Arabia United built a Transparent OOH Measurement framework in Egypt

Al Arabia United became Egypt’s first OOH operator to deploy a structured, network-wide audience measurement framework.

Client: Alarabia OOH
Market: Egypt

Key Takeaways

• Activated audience measurement across key OOH locations in Cairo and Giza
• Delivered standardised, data-backed campaign reports for advertisers
• Enabled audience demographics and segmentation to support deeper campaign evaluation
• Reduced manual reporting effort through unified measurement workflows
• Improved advertiser confidence through transparent, insight-driven reporting
• Strengthened the ability to justify rate cards and media value using transparent, independently generated audience metrics

Shaping a More Transparent OOH Ecosystem in Egypt

Al Arabia is one of Egypt’s leading OOH operators, managing a broad network of roadside billboards and digital screens across major cities. As the Egyptian OOH market continues to evolve, advertisers increasingly seek clearer visibility into audience exposure, demographic reach, and campaign accountability.

To meet these expectations, Al Arabia became one of the early adopters of structured audience measurement in Egypt, introducing consistent, credible reporting practices aligned with global OOH accountability standards.

The Challenge: Meeting the Demand for Measurable Outcomes

Despite its substantial reach, Al Arabia faced several operational challenges:

• Manual processes slowed campaign reporting
• Limited visibility into reach and impressions
• Rising expectations for validated performance metrics
• Lack of a unified framework for consistent reporting

As agencies and advertisers increasingly aligned their OOH buying decisions with global media planning practices, there was growing demand for standardised reach and impression metrics. Advertisers were seeking audience-led measurement aligned with global OOH buying norms to support planning, post-campaign evaluation, and media value justification. 

This challenge was amplified in dense urban environments such as Cairo and Giza, where traffic patterns, time-of-day exposure, and mixed-use locations significantly influence audience delivery and campaign performance.

The company needed a structured measurement approach to improve clarity, efficiency and credibility without increasing operational complexity.

The Solution: Audience Insights Powered by Moving Walls Measure 

Through a subscription to Moving Walls Measure, a unified audience and campaign exposure measurement platform for OOH, Al Arabia adopted a unified method for analysing campaign exposure across its OOH network

With the platform, Al Arabia was able to: 

• Quantify reach and impressions across measured locations
• Access ready-to-use Campaign Insights Reports 
• Provide advertisers with independently generated audience metrics
• Improve reporting accuracy while reducing manual preparation

This established a reliable measurement foundation across their network.

Audience Demographics & Segmentation

Using Moving Walls Measure, Al Arabia gained visibility into audience profiles across measured locations, including demographic segmentation such as age groups, gender distribution, and inferred audience behaviour patterns.

These insights enabled campaigns to be evaluated not only by location, but also by who was exposed, when, and in which urban contexts, supporting more informed planning discussions and post-campaign reviews with advertisers.

For example, campaigns targeting working professionals could be evaluated based on weekday daytime exposure near business districts, helping agencies assess whether impressions aligned with core working-hour mobility patterns.

Implementation: Building a Streamlined Measurement Workflow

1. Site Integration for Measurement

Key OOH locations across Cairo and Giza were integrated into the Moving Walls Measure platform, enabling centralised audience analysis.

2. Reporting Framework Setup

Standardised workflows were established to generate and deliver campaign Insights Reports based on unified audience metrics.

3. Team Enablement

Sales and operations teams were trained to confidently interpret and communicate audience insights, using them directly in brief responses, sales proposals, and post-campaign reviews with advertisers and agencies.

The Results: A More Data-Ready OOH Network

The collaboration delivered clear operational and commercial improvements:

Operational impact:

• Audience measurement is activated across key OOH locations in Cairo and Giza – giving advertisers visibility into who they are reaching.
• Faster, more accurate campaign reporting through standardised audience measurement – enabling clearer campaign evaluation
• Enhanced advertiser trust through consistent, insight-driven audience communication 
• Stronger alignment with regional and global expectations for OOH accountability – making the network easier to buy and justify 

Measured outcomes (indicative)

• Reporting turnaround time reduced from ~5 days to ~24 hours
• Standardised audience reporting across ~35 measured OOH sites in Cairo and Giza
• Audience-based post-campaign reviews enabled for 100% of measured campaigns

Al Arabia now operates with a strengthened measurement framework that supports smarter planning, clear reporting, and more confident decision-making. 

Redefining OOH Reporting in Egypt

By integrating audience insights into its operations, Al Arabia has reinforced the credibility of its network and contributed to a more accountable and data-led OOH ecosystem in Egypt, setting a benchmark for transparent reporting practices in the local market.

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