Russ Outdoor
Russia
Central Federal District of the Russian Federation
Moscow
Top managers:
Peshnyak Boris
Owners:
VTB Capital - 26,43%
Kim Tatyana Vladimirovna (formerly Bakalchuk)
National outdoor advertising operator, expert in the field of visual urban communications. The company owns more than 23 thousand advertising surfaces of the main formats in 37 cities of Russia with a daily audience of more than 24 million people. Strategic partners of Russ Outdoor are VTB-Capital - an investment company in Russia and JCDecaux - a recognized world leader in outdoor advertising. Access to partner expertise allows us to provide a European-level service and determines Russ Outdoor's leading position in the industry.
Aktivs
According to the company, Russ Outdoor owns more than 40 thousand advertising surfaces and structures of all major formats in 60 cities of Russia, which is about 15% of advertising space in the country.
History
2024
Russ bought the outdoor advertising operator Ural Street
In November 2024, Russ bought Ural Street, an outdoor advertising operator. This is evidenced by the data of the Kontur. Focus service, which TAdviser got acquainted with. Read more here.
Tatiana Kim received a controlling stake in Russ
On October 23, 2024, it became known that the founder of Wildberries Tatyana Kim (formerly Bakalchuk) received a controlling stake in the outdoor advertising operator Russ. The corresponding changes are reflected in the Unified State Register of Legal Entities (USRUL).
Kim announced the completion of the merger of Wildberries and Russ in early October 2024. Under the terms of the agreement, Wildberries and the owner of Russ Outdoor (Stinn LLC) created a joint structure of RVB LLC with an authorized capital of 20 million rubles. This company is 65% owned by Wildberry LLC, 35% by Stinn LLC. The beneficiaries of Stinn LLC are the Levan brothers and Robert Mirzoyan. At the same time, Russ Executive Director Robert Mirzoyan took over as General Director of RVB OOO.
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According to the AK&M agency, as part of the transaction, Stin LLC transferred 99% to Russ Outlet LLC to RVB. Considering that 99% of Wildberry is owned by Tatiana Kim, she is the controlling owner of Russ Outdoor with a 63% stake. In addition, as part of the transfer of shares, RVB became the owner of legal entities of the Russ group (subsidiaries of legal entities of Stinn LLC).[1]
Purchase of the largest advertising operator in Kazan in public transport "Ether Transit"
The federal group of companies Russ in September 2024 announced the purchase of the Kazan company Ether Transit LLC, the largest advertising operator in urban transport in the capital of Tatarstan. The transaction was completed as part of the expansion of Russ' presence in the regional advertising market. The new owner plans to upgrade advertising surfaces installed in the Kazan Metro and equip them with digital screens by the end of 2024. Read more here
Buying an advertising operator at the bus stops of St. Petersburg "Media Prostor"
Russ Group in September 2024 announced the acquisition of an operator of advertising structures at public transport stops in St. Petersburg - Media Prostor. With this deal, the share of Russ inventory at the city's bus stops exceeded 80%, which significantly strengthened the group's position in the outdoor advertising market in the region. Read more here
Russ bought the Sochi outdoor advertising operator "Party"
In July 2024, the Russ group of companies announced the acquisition of the Sochi outdoor advertising operator Party. This deal will allow Russ to significantly strengthen its position in the advertising market of the main resort in Russia. Read more here
Wildberries and Russ have created a joint company
In early July 2024, the Wildberries marketplace and the outdoor advertising operator Russ registered a joint company called RVB. This event was the first step in the implementation of the previously announced merger of the two companies to create an innovative digital trading platform. Read more here.
Russ bought the company "Transport Advertising"
On July 2, 2024, the Russ group, the largest outdoor advertising operator in Russia, announced the acquisition of the Novosibirsk company Transport Advertising. There is no information on the estimated amount of the transaction as of the specified date. Read more here.
Creating a digital trading platform with Wildberries
On June 18, 2024, the Wildberries marketplace and the largest outdoor advertising operator in Russia, Russ, announced cooperation. The goal of the project is to jointly create a new digital trading platform.
It is reported that the consolidation of the assets of companies will make it possible to create a new player in the financial, media, trade and industrial sectors of the economy, as well as in the fields of Internet technologies, logistics, retail and advertising. The trading platform will allow medium, small and micro businesses to use a unique and affordable tool to promote their products. This, in turn, will help increase the volume of exports and accelerate development.
The project will be based on a digital media platform, an extensive domestic network of modern advertising structures, its own logistics hubs, warehouses and logocenters. The geography of coverage includes the territory of Russia, India and China, as well as the countries of the former CIS, Asia, Africa and the Middle East. The size of the potential audience exceeds 5.8 billion people.
 | The purpose of the association is to create a modern high-tech digital trading platform and provide seamless tools for the development of small and medium-sized businesses in the countries of presence, Wildberries said in a statement. |  |
According to the Kommersant newspaper, the head and owner of Wildberries Tatyana Bakalchuk will become the general director of the new joint group. Russ CEO Robert Mirzoyan will take over as chief executive officer. Participants in the Russian media market assume that the project will be implemented through the creation of a joint venture. A top manager of one of the advertising companies believes that Russ will expand its competencies for Internet advertising in the future. In addition, it says that Russ has "a strong administrative resource that can be important for Wildberries in the context of implementing relevant legislation for marketplaces."[2]
Purchase of Tambov outdoor advertising operator "Billboard-68"
On April 25, 2024, Russ Group of Companies, one of the largest outdoor advertising operators in Russia, announced the purchase of Billboard-68. At the same time, its participants did not disclose the financial and other terms of the transaction. Read more here.
2023
Gallery PA Outdoor Operator Purchase
The Russ Outdoor group of companies on July 3, 2023 announced the closure of the deal to buy 100% of the outdoor advertising operator Gallery. The company did not disclose the financial terms of the agreement. Read more here.
Purchase of an advertising operator in the St. Petersburg metro "Metronom"
On June 21, 2023, the Russ Outdoor group announced the purchase of Metronom, which is an advertising operator in the St. Petersburg metro. The value of the transaction was not disclosed. The Kommersant newspaper writes that we can talk about 1.6-2 billion rubles. Read more here.
2021
Selling Admetrix Outdoor Audience Data Provider
November 17, 2021 it became known about the sale Admetrix to the main meter of the media audience in. And Russia Mediascope Financial other parameters of the transaction were not disclosed. It is only known that the buyer acquired not the entire company, but a controlling stake, and Russ Outdoor acted as the seller. More. here
Purchase of an advertising operator in the Moscow metro nebo.digital
On October 21, 2021, the Russ Outdoor group announced the closure of the transaction for the purchase of the company nebo.digital, through which advertising has been placed in the Moscow Metro for the past three years. The financial component of the agreement has not been disclosed. Read more here.
2020: JCDecaux sold 25% of Russ Outdoor and left Russia
In mid-July 2020, it became known about the departure of JCDecaux from Russia. The French company sold its 25% stake in the outdoor advertising operator Russ Outdoor.
The share was bought by Stinn LLC, which in October 2019 consolidated 48.57% of the company. Thus, as a result of the new transaction, Stinn's share increased to 73.57%. Another 26.43% of Russ Outdoor is still owned by VTB Capital.
The value of the transaction has not been announced. A RBC source close to one of Russ Outdoor's shareholders clarified that the JCDecaux package was purchased based on a 2019 estimate of Russ Outdoor's entire business at about 9 billion rubles. That is, according to the interlocutor, a 25% package could cost up to 2.25 billion rubles.
According to the publication, when Stinn bought 48.57% of Russ Outdoor from a group of minority shareholders, JCDecaux received an option to sell its stake.
After the completion of the transaction, Russ Outdoor had no foreign owners left. According to the Unified State Register of Legal Entities, the owner of Stinn LLC is Grigory Sadoyan, however, according to RBC, Levan and Robert Mirzoyany are considered the actual owners of the company (Robert is the executive director of Russ Outdoor), as well as Bekhan Barakhoev.
The departure of JCDecaux from the Russian market may be associated with the consequences of the COVID-19 pandemic. Due to the restrictions imposed in Russia from the coronavirus, the outdoor advertising market in the country has suffered significantly. In particular, in April and May of this 2020, market participants estimated a drop in revenue of 70-90%. The FAS in June indicated that by the end of all 2020, all Russian outdoor advertising could lose up to 70% of its income.
RBC writes that by mid-July 2020, Russ Outdoor has remained the largest player in outdoor advertising for many years, both in revenue and in the number of advertising surfaces.[3]
2019: Supply Side Platform launch
On May 23, 2019, Getintent announced that, together with outdoor advertising operator Russ Outdoor, they launched a specialized SSP - a platform for selling digital out-of-home (DOOH) inventory. The Supply Side platform integrates all Russ Outdoor digital advertising inventory and makes it available for programmatic procurement. Read more here.
2012: Name change to Russ Outdoor
Since June 1, 2012, News Outdoor has changed its name to Russ Outdoor, according to a press release from the company. The company's new official website is russoutdoor.ru.
The name change was announced in April 2012. The new name emphasizes the operator's focus on the Russian market. Earlier it was reported that everything will remain in the company's logo, with the exception of replacing the word. However, when renamed, Russ Outdoor received a new font and logo, its color and shape remained the same - this is a blue circle. Previously, the circle covered the grid, now it is divided by an asymmetric tick. This image resembles a logo. Sony Ericsson
2011: Murdoch sells News Outdoor
In July 2011, Rupert Murdoch Corporation News Corp. sold a 79% stake in News Outdoor to VTB, Alfa Group and businessman Peter Gervi. It has earned News Corp. between $244 million and $256 million, according to various estimates.
Notes
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