Outdoor advertising market in 2024
Back in the 19th century, Ludwig Metzel, the founder of the first advertising bureau in Russia, succinctly formulated the basic principle: "Advertising is the engine of trade".
Despite the digitalisation of the modern world, outdoor advertising remains one of the driving forces behind retail and other trade sectors. Below, we outline the main results of the outdoor advertising market in Russia, along with its trends and prospects.
Key Indicators of the Outdoor Advertising Market
According to Andrei Berezkin, CEO of ESPAR-Analytic, the Russian outdoor advertising market is among the top three global markets and is one of the fastest-growing. Admetrix experts calculated that at the end of the first half of 2024, the outdoor advertising market in Russia totalled RUB 32.1 billion. This marks a 43% growth compared to the same period last year. Moreover, some segments showed even more impressive dynamics. For instance, the digital segment of the outdoor advertising market totalled RUB 20.7 billion in the first six months of 2024, a 72% increase compared to the same period last year. Additionally, the share of digital outdoor advertising continued to grow, increasing by 11% to reach 65% over the year.
The number of digital advertising surfaces is also on the rise. At the end of the first six months of 2023, there were 147,000 surfaces; by January-June 2024, this number had grown to 165,000. Who uses outdoor advertising most actively to promote their goods and services? As of the first half of 2024, companies in the internet resources and services market occupy the top spot, with a 19.8% share of the total budget. Construction and real estate companies take second place with 19.1%, followed by banks and other financial organisations with 12.1%.
The top five companies by outdoor advertising expenditure include banks (Sber, Tinkoff Bank, VTB) and digital ecosystem companies (Yandex, Ozon).
Among all outdoor advertising operators, Russ holds the leading position with a significant 44.7% of all advertising surfaces. Rim Mediagroup is in second place with an 8.1% market share, while Designmaster takes third place with 3.9%. Collectively, the top five largest sellers of advertising manage 62% of all surfaces.
Current Trends in the Russian Outdoor Advertising Market
One significant trend is the growth of the digital segment, reflecting the synergy between classic outdoor advertising and the digitalisation of various aspects of life. Online and offline solutions are increasingly converging, enabling targeted advertising campaigns tailored to audience demand in specific locations.
Another trend is the growing popularity of lightboxes and LED screens. These advertising structures are durable, energy-efficient, easy to install and maintain, and capable of reaching a large audience.
Demand for interactive panels is also gradually increasing. These panels engage potential customers by encouraging interaction with the information presented, thereby capturing their attention.
Interest in the ESG agenda, which had waned during 2020–2022, is gradually recovering. This shift is reflected in advertising as more companies adopt environmentally friendly and energy-saving solutions. Examples include using renewable energy sources, recycled design elements, and resource-efficient technologies.
Over recent years, artificial intelligence and big data have been increasingly applied to enhance the effectiveness of outdoor advertising. These tools enable the analysis of current strategies and the adaptation of campaigns to specific audiences.
Prospects
Experts predict that the Russian outdoor advertising market will continue its dynamic growth. For example, Russ estimates the market volume will grow by 30% by the end of the year compared to 2023. Additionally, the share of digital media is expected to rise to 68%.
Legislative changes will also impact the market significantly. The current specialised law and by-laws, adopted in 2006, are no longer adequate for the evolving market and require updates. Work on this is already underway.
In February 2024, a bill was submitted to the State Duma to extend contracts for advertising structures located on state or municipally owned land plots. This bill was adopted in April during the second and third readings and subsequently signed by the President of the Russian Federation. The legislation allows advertising operators to renew contracts for facilities, provided they comply with annual payment indexation and allocate 10% of advertising structures to social advertising. The Russian Union of Industrialists and Entrepreneurs is also working on additional socially oriented proposals.
Why Outdoor Advertising Companies Should Take Part in the Printech Exhibition
The Russian outdoor advertising market is one of the fastest-growing in the world, making it attractive to both newcomers and established companies exploring new segments. Building reliable partnerships is crucial for both.
The Printech exhibition, the main event for the advertising and printing industries, provides the perfect platform for such partnerships. In 2024, it attracted 2,486 specialists. Together with the RosUpack exhibition, which takes place at the same venue, the combined attendance was 29,537 guests.
At Printech, participants can showcase their latest products and technologies in outdoor advertising and negotiate with potential clients, paving the way for new partnerships in 2025.
Other related exhibitions face challenges with venues and timing, but Printech will take place from 17–20 June 2025, welcoming thousands of advertising and printing professionals.
Stand bookings are already open, with 47% of last year’s exhibitors confirming their participation to date. Don’t miss the opportunity to present your company to your target audience.
