Market Insights Advertising & Media Advertising Out-of-Home Advertising

Digital Out-of-Home Advertising - Russia

Russia

Ad spending in the Digital Out-of-Home Advertising market in Russia is forecasted to reach US$214.50m in 2024.
The market is expected to exhibit an annual growth rate (CAGR 2024-2029) of 5.00%, leading to a projected market volume of US$273.80m by 2029.
With a projected market volume of US$5,277.00m in 2024, the majority of ad spending is anticipated to originate from United States.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be US$1.49 in 2024.
Russia's Digital Out-of-Home Advertising market is seeing a surge in programmatic buying, revolutionizing how brands engage with consumers in the country.

Key regions: Europe, United States, United Kingdom, Germany, India

Market

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Currency

Analyst Opinion

The Digital Out-of-Home Advertising market in Russia has been experiencing significant growth in recent years.

Customer preferences: One of the key reasons for the growth of the Digital Out-of-Home Advertising market in Russia is the changing preferences of customers. With the increasing use of smartphones and other digital devices, people are spending more time outside their homes. This has created a demand for digital advertising solutions that can target consumers while they are on the move. Digital Out-of-Home Advertising provides a unique opportunity for advertisers to reach their target audience in a highly engaging and interactive manner.

Trends in the market: The Digital Out-of-Home Advertising market in Russia has seen several trends that have contributed to its growth. One such trend is the increasing adoption of digital signage by businesses. Digital signage offers a more dynamic and eye-catching way of advertising compared to traditional static billboards. It allows businesses to display multiple advertisements on a single screen, making it more cost-effective and efficient. Additionally, the use of interactive touchscreens in digital signage has also gained popularity, as it allows for greater customer engagement and interaction. Another trend in the market is the integration of data analytics and targeting capabilities in Digital Out-of-Home Advertising. Advertisers are now able to collect and analyze data on consumer behavior, demographics, and preferences, allowing them to deliver more personalized and targeted advertisements. This not only increases the effectiveness of the advertising campaigns but also provides advertisers with valuable insights into their target audience.

Local special circumstances: Russia's large population and vast geographical area provide a unique opportunity for Digital Out-of-Home Advertising. The country's major cities, such as Moscow and St. Petersburg, have a high population density and attract a large number of tourists and business travelers. This makes these cities ideal locations for digital advertising campaigns. Additionally, Russia's extensive transportation network, including its metro systems and airports, offers further opportunities for advertisers to reach a wide audience.

Underlying macroeconomic factors: The growth of the Digital Out-of-Home Advertising market in Russia is also influenced by underlying macroeconomic factors. Russia has been experiencing steady economic growth in recent years, which has led to an increase in consumer spending. As a result, businesses are investing more in advertising to attract customers and increase their market share. Furthermore, the government has been supportive of the digital advertising industry, implementing policies and initiatives to encourage its growth. This includes the development of digital infrastructure and the introduction of regulations to protect consumer privacy and data security. In conclusion, the Digital Out-of-Home Advertising market in Russia is experiencing significant growth due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. As technology continues to advance and consumer behavior evolves, the market is expected to further expand in the coming years. Advertisers and businesses in Russia are embracing digital advertising solutions to effectively reach their target audience and drive business growth.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital place-based media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.