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Main article: Advertising (Russian market)
Outdoor advertising in Moscow
Main article: Outdoor advertising in Moscow
Chronicle
2024
Growth in the volume of the Russian outdoor advertising market by 45% to 97.1 billion rubles
At the end of 2024, expenses on the Russian outdoor advertising market reached 97.1 billion rubles. This is 45% more compared to the previous year, when the costs were estimated at 67 billion rubles. Such data are given in a study by the Association of Communication Agencies of Russia (AKAR), the results of which were published on March 27, 2025.
In 2024, in the segment of classical outdoor advertising, a decrease in revenue by 2% was noted - to 27.1 billion rubles. At the same time, digital outdoor Signage brought 54.6 billion rubles, which is 82% more compared to 2023. The transit advertising sector recorded an increase of 74% on an annualized basis with a final result of 12.2 billion rubles. Advertising inside public premises, in particular, in shopping centers, provided a contribution of 3.2 billion rubles, which is 33% more compared to 2023.
The total volume of regional outdoor advertising markets in Russia (excluding Moscow, St. Petersburg and five other million-plus cities) in 2024 reached 16.7 billion rubles, showing an increase of 21% on an annualized basis. The study says that in Yekaterinburg, outdoor advertising in 2024 provided 2.07 billion rubles, in Kazan - 2.2 billion rubles, in Novosibirsk - 1.64 billion rubles, in Nizhny Novgorod - 1.45 billion rubles, in Krasnodar - 1.41 billion rubles, in Chelyabinsk - 1.14 billion rubles, in Rostov-on-Don - 1.1 billion rubles. Krasnoyarsk and Ufa brought 900 million rubles each, Samara - 855 million rubles. St. Petersburg accounted for 7.7 billion rubles.
 | The regional advertising market is developing somewhat slower than the federal one, but it also has good, double-digit dynamics in the last two years (until 2024 inclusive), "says Sergey Veselov, Vice President, Co-Chairman of the AKAR Commission of Experts.[1] |  |
The number of billboards on the streets for the year decreased by 2% to 41 thousand units
The number of billboards in Russia decreased to 41 thousand at the end of 2024, having decreased by 2% compared to the previous year. Such data were cited by the analytical company Admetrix in a study published in March 2025. At the same time, advertisers' costs for outdoor advertising increased by 67%, and the share of investments in digital screens increased to 70% against 55% a year earlier in 2023.
According to Kommersant, Admetrix monitoring takes into account only standard formats - 3x6 designs, city boards, super sites, city format and pillars. The study did not include advertising structures at Mosgortrans stops, media facades, roof installations and other non-standard outdoor advertising formats.
Despite the decrease in the total number of advertising structures, the number of advertising surfaces, on the contrary, increased by 18% and amounted to 179 thousand units. Advertisers' investment in digital designs rose 112% from 2023.
Maer explains the reduction in the number of physical advertising structures by the active replacement of static media with digital screens. Fewer structures are installed on the same location, but the number of surfaces for advertising is increasing. The transition of advertisers to digital formats is due to their economy (lack of printing, delivery and installation costs), efficiency (the ability to quickly launch campaigns even in remote regions) and manufacturability.
Igor Lerner, General Director of the Dream Group, notes that the reduction in the number of advertising structures is also associated with an active struggle in the regions with illegal placement - a significant amount of illegal inventory has been dismantled. At the same time, the number of advertising surfaces of his company in 2024 increased by more than 18%.[2]
Top 10 Russian companies in terms of outdoor advertising costs
According to a study by Admetrix, published on November 11, 2024, Sber topped the rating of the largest advertisers in the outdoor advertising segment in Russia, taking 9.2% of the market in the third quarter of 2024.
According to RBC, the Wildberries marketplace rose to second place with a share of 5.7%, which became possible after the company merged with the largest outdoor advertising operator Russ. The third position was taken by Yandex with an indicator of 4%.
Ilya Fomin, General Director of the ROME media group, stressed that Wildberries places advertising mainly on Russ structures, using all available advertising space not only in Moscow, but throughout Russia.
The top 10 advertisers also included Ozon with a share of 2.9%, the betting company Fonbet - 2.7%, VTB - 2.5%, X5 Group - 2.3%, Avito - 2.1%, MTS - 2% and Alfa-Bank - 1.9%.
Natalya Peisakhovich, Marketing Director of the combined Wildberries and Russ company, noted that the company is taking an integrated approach to promoting all product categories, which has led to a significant increase in sales.
According to Admetrix research, companies' total outdoor advertising costs for the nine months of 2024 increased by 57.6% compared to the same period in 2023. A particularly noticeable increase was observed in the Digital Signage segment - 96.1%.
In January-September 2024, Sberbank remains the leader in investment in outdoor advertising with a share of 8.5%, followed by Yandex - 4.3%, in third place Ozon - 3.4%. Wildberries and Fonbet close the top five with shares of 2.9% and 2.4%, respectively.
VTB management stated that the planning of advertising campaigns is carried out in accordance with business objectives, and the budget and promotion channels are adjusted taking into account the market situation.[3]
Yandex's entry into the outdoor advertising market
On September 5, 2024, it became known about Yandex's entry into the outdoor advertising market. According to the company, "new advertising products" will be released. Read more here.
2023
Market growth by 45% to more than 48 billion rubles - Admetrix
The turnover of the outdoor advertising market in 2023 increased by 45% and amounted to more than 48 billion rubles. This was announced on March 19, 2024 by RBC with reference to a study by Admetrix (owned by Mediascope).
Admetrix, a research company, analyzed the outdoor advertising market monthly by visual inspection of all standard format designs. The measurement of the audience volumes and profile was based on GPS data.
Market growth by 45% is a record for growth over the past five years, it even exceeds the market recovery in 2021 after the COVID-19 pandemic (then the growth was 40%). Admetrix estimates cumulative growth over five years at 58%.
According to the study, the digital sector is growing most actively. Over the past five years, it has more than tripled to an expenditure rate of 26.8 billion rubles in 2023. In 2023, the share of Digital Signage in all outdoor advertising was 55% - this is the first time that the digital sector has occupied more than half of the market.
Russ remains the absolute leader in the outdoor advertising market. She owns more than a third of all outdoor advertising surfaces. In second place is the Rome company with a market share of 8.4%. The five largest companies also include Designer, Dream and Perspektiva.
Construction companies and developers spend money most actively on outdoor advertising - they account for about 20% of budgets for promotion through outdoor advertising. In second place are Internet services, the share of which was 19% in 2023. In third place is the financial sector.
The top ten advertisers include Sberbank (6.3% of all advertising costs), Yandex, Ozon, VTB and VK. The main audience of outdoor advertising in 2023 was men aged 35 to 44 years.[4]
Market growth by 6% to 47.6 billion rubles - AKAR
The volume of the Russian outdoor advertising market in 2023 increased by 6% to 47.6 billion rubles, follows from the data of the Association of Communication Agencies of Russia (AKAR)
2020: Outdoor advertising market growth by 27% to RUB 32 billion
According to the Association of Communication Agencies of Russia (AKAR), the volume of the Russian outdoor advertising market in 2020 fell by 27%, to 32.2 billion rubles.
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Notes
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