Business Today Egypt | October – November 2023, Special Edition

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Advertising IndustryAdvertisingThe EvolutionofHow do advertisements contribute to entertainment economy?54 www.businesstodayegypt.comNovember 2023
AdvertisingBy Jehad El-SayedEgypt’s advertising industry has evolvedover the years from traditional billboardson main commuter routes toa huge hub of entertainment withcountless innovative strategies and approaches.Today advertisements create memorable contentthat entertains consumers and achieveshigh revenues.Intertwining advertising with entertainmenthas generated the “entertainment marketing”concept, which engages the largeraudience drawn by an entertaining advertisement,thus leveraging the popularity of theadvertised products and generating higher revenues.Business Today spoke with MohamedEl-Chime, professor of economy at HelwanUniversity, about the new entertainment marketingstrategies and their contributions toeconomy.“Entertainment marketing approaches,whether product placement, celebrity endorsements,or brand integration and so on—havetrumped traditional advertising techniquesamong millennials in recent years,” El-Chimesays. “In recent years, many Egyptian brandsprefer to pay to have their products displayedin a prominent show or used by its charactersrather than paying for a traditional billboardin the street.”“Think of movies you’ve seen. If the lead actoris drinking a clearly labeled soft drink, orusing a clearly labeled cell phone, this is calledproduct placement,” El-Chime elaborates,adding that these placements can be subtle ormore overt, depending on the agreement betweenthe brand and the TV production company.There is no statistical data on the size of rev-enues of product placement in Egypt; however,according to statista, product placement revenuesworldwide will amount to an estimated$29 billion in 2023, up from approximately$25.8 billion a year earlier—a growth of over12%. The annual figure is projected to continueto expand, surpassing $40 billion by 2026.“Celebrity endorsement is another main entertainmentmarketing approach, where popularactors, singers or influencers are appointedas brand ambassadors to endorse products orservices,” El-Chime says.Telecommunication companies always competeto partner with popular musicians to releaselimited-edition albums or videos exclusiveto the company’s customers. These collaborationsnot only promote the company’s services,but also enhance the reach and popularity ofthe music videos and the artists involved.www.businesstodayegypt.comNovember 202355
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October - November 2023Vol 28 Issue
Page 5 and 6: In This Issue4640and how it contrib
Page 7 and 8: A Legacy of SuccessOver 28 Years of
Page 9 and 10: In Brief EgyptS&P upgrades Egypt’
Page 11 and 12: In Brief EgyptCBE eases restriction
Page 13 and 14: ing from prolonged geopolitical dev
Page 15 and 16: As the tourism sectorsbegins to rec
Page 17 and 18: Tourismpact the nation’s tourism
Page 19: TourismIdentifying ChallengesWhile
Page 22 and 23: SportsEgypt’sSportsHorizon:Econom
Page 24 and 25: SportsYouth Bodies Law has been ame
Page 26 and 27: Sportsjunior) in April 2021.These c
Page 28 and 29: GamingInside Egypt’sGamingIndustr
Page 30 and 31: GamingThe gaming industry is a dive
Page 32 and 33: GamingStrengths and WeaknessesAbdel
Page 34 and 35: CinemaEgypt is theHollywoodof the E
Page 36 and 37: CinemaBy Nouran AllamThe Egyptian e
Page 38 and 39: ans can earn a living through perfo
Page 40 and 41: Streaming40 September 2023www.busin
Page 42 and 43: StreamingWith the increasing availa
Page 44 and 45: StreamingThis digital revolution ha
Page 46 and 47: FashionPositioningEgypt asaHubThe o
Page 48 and 49: Egypt: An Open Fashion ShowEgypt’
Page 50 and 51: ment and evolving trends reflect a
Page 52 and 53: FashionEgypt Fashion Awards (EFA) i
Page 56 and 57: Advertising“For instance, the Egy
Page 58 and 59: BT SceneEuropean Parliamentary Foru
Page 60 and 61: bt scenePalm Hills Developments awa
Page 62 and 63: bt scene“Defining Class since 188
Page 64 and 65: bt sceneTarek Al-Gamal: B20 Summith
Page 66 and 67: Last Word“Launching the Major Dev
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