Traditional Out-of-Home Advertising - Russia

In Russia, the ad spending in the Traditional Out-of-Home Advertising market is forecasted to reach US$454.60m in 2024.
The market is expected to display an annual growth rate (CAGR 2024-2030) of 5.90%, leading to a projected market volume of US$641.10m by 2030.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is projected to be US$3.16 in 2024.
Traditional Out-of-Home Advertising in Russia is seeing a resurgence with iconic billboards in key locations capturing consumer attention amidst digital competition.

Definition:
Traditional Out-of-Home (OOH) Advertising refers to all advertising revenues generated by traditional (physical) out-of-home media in public areas. The Traditional Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Traditional 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. Key players in Traditional 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 billboards (bulletins, large banners, inflatable billboards)
Traditional street furniture (advertising columns)
Traditional transit & transportation (traditional indoor and outside advertising in and on vehicles used for public transportation)
Traditional place-based media (e.g. traditional ambient media at point of sale, posters in restrooms)

Digital billboards (city-light boards)
Digital street furniture (city-light posters, city-light posters)
Digital transit & transportation (digital advertising in and on vehicles used for public transportation)
Digital place-based media (digital ambient media at point of sale)
Event- and promotion-related media

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

Customer preferences: In Russia, there is a strong preference for traditional out-of-home advertising methods such as billboards, posters, and signage. This preference can be attributed to several factors, including the large population and the high level of outdoor activities. Additionally, traditional out-of-home advertising is seen as a reliable and effective way to reach a wide audience in Russia.

Trends in the market: One major trend in the Traditional Out-of-Home Advertising market in Russia is the increasing use of digital technology. Digital billboards and interactive displays are becoming more prevalent, allowing advertisers to engage with consumers in new and innovative ways. This trend is driven by advancements in technology and the desire to create more impactful and memorable advertising campaigns. Another trend in the market is the focus on targeting specific demographics. Advertisers in Russia are increasingly using data and analytics to identify the most relevant audience for their campaigns. This allows them to tailor their messaging and placement to reach the right people at the right time. This trend is driven by the need for advertisers to maximize the effectiveness of their campaigns and ensure a high return on investment.

Local special circumstances: Russia is a vast country with a diverse population and unique cultural characteristics. This presents both challenges and opportunities for the Traditional Out-of-Home Advertising market. Advertisers must consider regional differences and adapt their campaigns accordingly. For example, in urban areas like Moscow and St. Petersburg, there is a higher concentration of billboards and signage, while in rural areas, outdoor advertising may be less prominent.

Underlying macroeconomic factors: The growth and development of the Traditional Out-of-Home Advertising market in Russia can be attributed to several underlying macroeconomic factors. Firstly, there has been a steady increase in consumer spending in recent years, which has created a larger market for advertisers to target. Additionally, Russia has seen an influx of foreign investment, which has contributed to the growth of the advertising industry as a whole. In conclusion, the Traditional Out-of-Home Advertising market in Russia is experiencing significant growth and development. Customer preferences, such as a preference for traditional methods and the increasing use of digital technology, are driving this growth. Local special circumstances, such as regional differences, and underlying macroeconomic factors, such as increased consumer spending and foreign investment, are also contributing to the development of the market.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers offline out-of-home advertisements such as billboards, street furniture, transit and transport displays, and place-based media.

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.