Digital screens displace static outdoor advertising
The number of advertising structures according to the results of last year in large cities, according to AdMetrix, decreased by 2%, to 41 thousand units. This is due to the active replacement of static structures with digital screens, which allow you to quickly change the layouts and launch new advertising campaigns without the need to print and install physical media. Accordingly, they increase the costs of such formats and advertisers.
“Kommersant” got acquainted with the data of Admetrix about the outer advertising market (without indoor and transit advertising) in 50 cities of Russia for 2024. It is clarified that the monitoring includes only standard formats (3×6, cityboard, super sites, city-format, pyllars), without taking into account advertising located at Mosgortrans stops, media facades, roof structures and other non-standard formats.
From the data it follows that the number of advertising structures for the period decreased by 2% of the year and amounted to 41 thousand units. Prior to this, the indicator for three years (2021–2023) remained at the level of 42 thousand pieces. At the same time, the number of advertising surfaces, on the contrary, increased by 18%, to 179 thousand pieces. Advertisers for outdoor advertising also increased – by 67% a year by the year. However, the share of their costs for digital structures last year reached 70%, a year earlier this figure was at the level of 55%: investments in the segment increased by 112%of the year by the year. Absolute data in Admetrix do not disclose.
The top of advertisers in the year has not actually changed. Representatives of Internet resources and services (24.4%), real estate and construction (18.2%), as well as financial services, banks (11.4%) remain the leader (11.4%). Then companies from wholesale and retail trade (7.7%), tourism and entertainment (7%) go. Advertisers are similarly distributed in the rating of the cost of digital outdoor extension.
In general, 64.2% of advertising surfaces according to the results of last year falls on the TOP-5 outdoor advertising operators. Of these, RUSS has increased a share for a year up to 46.6% (taking into account the stops of Mosgortrans, hereinafter). For Rome Mediagroup, the share for the period was 8.6%, in the regional group “DRMI” – 3.1%.
In the first half of the last year, the Russian external advertising market increased by 30–40%, to 43 billion rubles, estimated at All-Billboards (see Kommersant on July 31, 2024). The leaders of the procurement remained digital and banking ecosystems (Yandex, VK, Sberus) and marketplaces (Wildberries). The real estate segment is in second place in the ranking.
The reduction in the number of advertising structures is associated with the active replacement of static structures with digital screens, they say in Maer: “There is one location, and the number of surfaces for advertising is larger”. In general, the transition of advertisers to digital surfaces there is called a logical continuation of the « evolution of the media market. » This is due to the fact that the placement corresponds to the requests for economicality (there are no costs for printing, delivery and installation), efficiency (even in long regions, now you do not need to wait for the delivery and installation of posters) and techniques, the representative of Maer lists. The company also note the active digitalization of the inventory in the country: only last year, Maer « expanded the presence in 18 regions of the country. »
The reduction in the number of advertising structures is also associated with an active struggle in the regions with illegal placement: a large number of illegal inventory were dismantled, says Igor Lerner, general director of the Dream group. The number of advertising surfaces of his company over the past year has grown by more than 18% of the year by the year.
In ADMetrix monitoring, the number of digital surfaces is equal to the number of slots in the advertising unit, the general director of the All-Billboards service Andrei Bayduzhia notes: “That is, if instead of the static side the operator hangs on the same design, there are ten instead of one advertising, as a standard advertising block of 50 seconds includes fifteen five -second videos. » In addition, thanks to the active digitalization of cities in outdoor advertising, it became very easy to conduct federal advertising campaigns, which have become an alternative to TV advertising, Andrei Baiduzhia believes.
