Designer

History

2024: WB-Russ bought "Designer"

At the end of November 2024, it became known that WB-Russ was acquiring the Novosibirsk outdoor advertising operator Designer, whose annual revenue in 2023 amounted to ₽2,2 billion. Completion of the transaction is scheduled for December 2024.

According to RBC, after the conclusion of the deal, WB-Russ will control about 65% of the outdoor advertising market in Russia, according to the research company AdMetrix. The terms and amount of the transaction are not disclosed by the parties.

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Фото: Designer

Roman Shegurov, managing partner of Designer, said that the company has formed a digital network of more than 500 advertising media and has developed software that allows you to launch new advertising products that are previously available only on the Internet.

"Designer" is one of the largest outdoor advertising operators in Russia with 29 years of experience. The geography of the company's presence covers 15 cities, including St. Petersburg, Yekaterinburg, Novosibirsk and Vladivostok.

Alexei Sapegin, senior lecturer at the Department of Marketing and Service at the Novosibirsk State Technical University of NETI, explained that federal players are actively entering the regions due to the saturation of the advertising market in Moscow, the Moscow Region and St. Petersburg.

According to the Association of Communication Agencies of Russia (AKAR), the outdoor advertising market in Russia in 2023 reached ₽67,1 billion, showing an increase of 38%. In the first half of 2024, the advertising market grew by 28%.

Research company AdMetrix reports that the main advertisers in the outdoor advertising segment are developers and construction companies with a share of 20% of the total budgets, followed by Internet services with a share of 19% and financial institutions that occupy more than 10% of the market.^[1]

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