Out-of-Home Advertising - Russia | Statista Market Forecast

Out-of-Home Advertising market in Russia is expected to see ad spending reach US$663.30m by 2024.
The country's largest market is Traditional Out-of-Home Advertising, with a market volume of US$454.60m in 2024.
When compared globally, the highest ad spending is anticipated United States (US$9.34bn in 2024).
The projected average ad spending per capita in the Out-of-Home Advertising market is US$4.61 in 2024.
The Out-of-Home Advertising market in Russia is seeing a shift towards digital billboards, enhancing engagement and targeting capabilities in urban areas.

Definition:
Out-of-Home (OOH) Advertising refers to any advertising in public areas. OOH Advertising includes all ad spending on large formats (e.g., billboards), street furniture (e.g., bus shelters), transit and transportation (e.g., bus and commuter rail displays), and place-based media (e.g., traditional ambient media at the point of sale). Out-of-Home Advertising is divided into two markets: Traditional OOH Advertising and Digital OOH Advertising.

Structure:

The Traditional Out-of-Home Advertising market refers to all revenues from advertising in traditional (physical) out-of-home media. The content in this market only refers to non-digital revenues.
Digital Out-of-Home Advertising refers to all revenues generated from internet-connected out-of-home advertisements. The content in this market only refers to digital revenues.

Additional information:
Out-of-Home (OOH) Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional Out-of-Home (OOH) Advertising and Digital Out-of-Home (DOOH) Advertising can be found on the respective pages. Key players in Out-of-Home Advertising include JCDecaux, Ströer, Focus Media Information, Hakuhodo, Dentsu, Clear Channel Outdoor, and APG SGA. For more information on the data displayed, use the info button right next to the boxes.

Traditional & digital billboards
Traditional & digital street furniture
Traditional & digital transit & transportation
Traditional & digital place-based media

Movie theater advertising
Event- and promotion-media

The Out-of-Home Advertising market in Russia is experiencing significant growth and development.

Customer preferences: Russian consumers have shown a growing preference for out-of-home advertising. With the increasing urbanization and modernization of cities, people are spending more time outside their homes, making out-of-home advertising an effective way to reach them. Additionally, the younger generation in Russia is highly tech-savvy and connected, making them more receptive to digital out-of-home advertising formats.

Trends in the market: One of the key trends in the Russian Out-of-Home Advertising market is the adoption of digital signage. Digital billboards and screens are becoming increasingly popular, providing advertisers with more flexibility and creativity in their messaging. These digital formats allow for dynamic content that can be updated in real-time, capturing the attention of consumers and increasing engagement. Another trend in the market is the use of targeted advertising. Advertisers are leveraging data and analytics to better understand their target audience and deliver personalized messages. This allows for more effective and efficient advertising campaigns, maximizing the impact of out-of-home advertising.

Local special circumstances: Russia's vast geography and diverse population present unique challenges and opportunities for the out-of-home advertising market. With a population of over 140 million people spread across 11 time zones, advertisers need to carefully consider the regional and cultural differences when creating their campaigns. Additionally, Russia's harsh climate, particularly in the northern regions, requires advertisers to use durable materials and technologies that can withstand extreme weather conditions.

Underlying macroeconomic factors: The growth of the Out-of-Home Advertising market in Russia can be attributed to several macroeconomic factors. The country has experienced a period of economic stability and growth, leading to increased consumer spending and confidence. This has created a favorable environment for advertisers to invest in out-of-home advertising to reach a larger audience. Furthermore, the hosting of major international events such as the FIFA World Cup and the upcoming Winter Olympics has also contributed to the growth of the market. These events attract a significant number of tourists and visitors, providing advertisers with a unique opportunity to showcase their brands and products to a global audience. In conclusion, the Out-of-Home Advertising market in Russia is developing rapidly due to changing customer preferences, such as the increasing urbanization and digitalization of cities. Advertisers are embracing new technologies and strategies to engage consumers and deliver targeted messages. The unique local circumstances and macroeconomic factors in Russia further contribute to the growth of the market.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

When consumers take a break from smartphones, connected TVs, and computer screens, outdoor advertising is often there, promoting products and services on billboards and transit displays. Still, out-of-home (OOH) channels have also gone increasingly digital – today, online and programmatic solutions drive the industry's expansion worldwide. Mid-2023 estimates indicated that static OOH could barely grow half as fast as the digital OOH (or DOOH) subsegment between 2023 and 2025.