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Main article: Advertising (Russian market)
Outdoor advertising in Moscow
Main article: Outdoor advertising in Moscow
Chronicle
2023: Market growth by 45% to more than 48 billion rubles
The turnover of the 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.[1]
2022
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
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.
Notes
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