Egypt has diverse media options for advertisers including social media, search engines, television, newspapers, radio, and out-of-home. Costs for media buying vary significantly based on the objective and platform. The following statistics provide insights into estimated costs for some of the major media buying objectives in Egypt:
Social Media Advertising
•Facebook ads cost between $0.30 to $0.80 per click (CPC) and $8 to $20 per 1,000 impressions (CPM) depending on targeting. Video ads and Stories ads tend to be on the higher end.
•YouTube ads cost between $0.10 to $0.30 (CPC) and $2 to $8 (CPM). Video ads are more expensive than display ads.
•Instagram ads cost between $0.70 to $2 (CPC) and $10 to $20 (CPM). Instagram Stories ads are 20-30% more than feed ads.
•Influencer marketing on Instagram costs between $200 to $20,000 per post depending on the influencer’s number of followers and level of engagement.
Search Engine Marketing
•Google Ads cost between $0.50 to $5 (CPC) depending on the keyword and campaign objective. Brand keywords are more expensive.
•Bing Ads cost between $0.30 to $3 (CPC) depending on targeting. Costs are usually 30-60% lower than comparable Google Ads.
•TV advertising costs between $200 to $5,000 for a 30-second primetime spot on major Egyptian TV channels like ON, MBC, CBC, Dream, etc. Sports and reality shows tend to be the most expensive.
•A TV campaign over 1-3 months typically costs $50,000 to $500,000 depending on the frequency and channels. Negotiating bulk deals and sponsorships can significantly reduce costs.
Billboards and Out-of-Home Advertising
•Billboards in Cairo can cost between $700 to $7,000 per month depending on the size, location, and number of prints.
•Advertising on public transit like buses, trams, and metro can cost $200 to $2,000 per month per vehicle. Station dominations tend to be on the higher end.
•Mall advertising like floor decals, escalator panels or overhead signs cost between $500 to $10,000 per month depending on the mall.
In summary, a successful multimedia campaign in Egypt would likely require at least a $50,000 to $500,000 budget and optimally $200,000 to $2,000,000 or more per year to make an impact depending on the scope and audience. Negotiating package deals across media and paying in local Egyptian currency (EGP) instead of USD can help reduce overall media buying costs in Egypt.