Cairo-based indoor advertising platform Adzily that claims to be the first of its kind in the Middle East & North Africa has raised $12.2 million from Al-Tharawat Private Investment Holding Company (Private Wealth Investments), a Saudi investment company, the startup told MENAbytes today. It is the first external investment round raised by Adzily and one of the largest-ever raised by an Egyptian startup.
Founded last year by Ahmed Ashoor, Mostafa Hendawy, Mostafa Kamshish, and Mohamed Ossman, Adzily is a network of digital ad screens spread across cafes, restaurants, and gyms, that runs ads.
Think of it as a form of (or somewhat similar to) the traditional Out-of-home (OOH) advertising on steroids; a hybrid of traditional and digital advertising allowing brands to reach audience using these display screens that are spread across malls, cafes, restaurants, gyms and other indoor places that have a high footfall.
OOH advertising that is also known as outdoor advertising, as an industry, has been struggling all around the world including the Middle East & North Africa largely because of brands spending a big part of their advertising money on Facebook and Google ads. According to information available on Statista (that they have apparently sourced from different online sources), the outdoor advertisement expenditure has decreased by over 65 percent from its peak of $1.53 billion in 2014 to $529 million last year.
The internet ad spend on the other hand has been increasing in the region and is expected to reach $1.31 billion by 2021.