Nebo.digital Professional Center Specialist

Nebo.digital (Profcenter Specialist LLC) is an information and advertising service (IRS) operator that provides advertising on land transport and in the Moscow Metro.

History

2021: Russ Outdoor bought nebo.digital

On October 21, 2021, the Russ Outdoor group announced the closure of the deal to purchase  nebo.digital, through which advertising has been placed in the Moscow metro for the past three years. The financial component of the agreement is not disclosed.

The representative of Russ Outdoor told about the sale of nebo.digital to Kommersant. According to him, 100% of Profcenter Specialist LLC (managed by  nebo.digital) were purchased, it will be part of the group. Thanks to the deal, Russ Outdoor will receive the right to advertise on the entire inventory of the metropolitan metro.   The company expects that thanks to the expertise of Russ Outdoor, this segment "will be significantly strengthened"   and new placement formats will appear on the market.

Russ Outdoor bought Moscow metro advertising operator

Under the terms of the contract with the Moscow metro, nebo.digital actually acted as an intermediary, through which the advertiser agrees with the metro on the placement of advertising. The agency gets 25% of the earned on placement, the remaining 75% receives the metro.  Through nebo.digital advertisers can be placed on  video screens  in subway cars  and lightboxes at  stations.^[1]

Transit advertising  is one  of the key assets of Russ Outdoor.  In September 2021, the operator already occupied a niche in suburban areas of Moscow  and the Moscow region, a company representative said.

The consolidation of all transit advertising under the control of one company will allow Russ Outdoor to significantly increase audience coverage  and offer advertisers a single standard of work in  all areas,   the group said.

The upcoming sale of nebo.digital to the Russ Outdoor group in September 2021 was written by RBC. In that publication, it was noted that the metro  and the authorities overseeing it considered advertising fees  in the metro low  and were interested  in "a more successful partner."

Notes