Russia OOH and DOOH Market Size
| Study Period | 2013 - 2029 |
| Base Year For Estimation | 2023 |
| Market Size (2024) | USD 621.80 Million |
| Market Size (2029) | USD 868.10 Million |
| CAGR (2024 - 2029) | 6.90 % |
| Market Concentration | Medium |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Russia OOH and DOOH Market Analysis
The Russia OOH And DOOH Market size is estimated at USD 621.80 million in 2024, and is expected to reach USD 868.10 million by 2029, growing at a CAGR of 6.90% during the forecast period (2024-2029).
The Russian out-of-home (OOH) and digital out-of-home (DOOH) advertising market is on a growth trajectory fueled by technological advancements and urban expansion. The country's OOH and DOOH market is witnessing a notable expansion, with digital formats taking center stage.
- Major Russian cities, notably Moscow and St. Petersburg, are witnessing a surge in digital OOH advertising. These digital screens boast dynamic content capabilities, enabling real-time updates and interactive features that significantly boost consumer engagement.
- Given the swift urbanization in Russia's major cities, the landscape is in favor of OOH and DOOH advertising. Key locations such as transportation hubs, shopping centers, and business districts are increasingly becoming hotspots for digital displays.
- The transition from traditional billboards to digital screens is reshaping Russia's OOH advertising scene. Digital formats provide advertisers with enhanced flexibility and interactivity, qualities that are now paramount in successful marketing campaigns.
- Russia is witnessing a surge in the adoption of programmatic buying and selling for DOOH inventory. This technology empowers advertisers to precisely target audiences and fine-tune campaign performance on the fly.
- However, it is worth noting that while the benefits are clear, the setup and maintenance of digital OOH infrastructure can be notably expensive, especially in regions that are less developed and lie outside the major urban hubs.
Russia OOH and DOOH Market Trends
Digital OOH (LED Screens) to Drive the Market
- In 2023, outdoor advertising in Russia surged by 46%, driven predominantly by the rising appeal of DOOH advertising to brands, as highlighted by RMAA, a Moscow-based marketing and advertising company. A technical overhaul in the industry, initiated in early 2022, introduced fresh formats and tools for advertisers.
- The growth in the advertising sector is significantly driven by the evolution of advertising infrastructures. With the expansive coverage of a single DOOH screen and its relatively cost-effective placement, there is a notable shift: physical advertising structures are dwindling while the advertising inventory is on the rise. Compared to traditional formats, screens offer the advantage of displaying a higher volume of advertising messages. The speed of placing an ad on a screen far surpasses that of printing and installing a billboard. This shift not only amplifies commercial exposure but also augments sales potential.
- According to Russ Group's estimates, Moscow has seen a significant surge in digital outdoor advertising, with its share doubling in recent years to now represent 67% of all advertising installations. In comparison, St. Petersburg lags slightly behind, with digital outdoor ads making up 43% of its total. Russ Group's analysis focuses on standard outdoor formats, such as city boards, supersites, and pillars, across 50 Russian cities. Notably, the data excludes indoor advertising (like in shopping centers) and transit ads (on transport and at airports).
- Simultaneously, regions are witnessing a gradual shift towards digitalization. A case in point: Ekaterinburg is set to unveil Russia's most expansive media facade, boasting a panel size of 10,000 square meters. This move was anticipated, given that in 2023, spending on Digital Out-of-Home (DOOH) advertising in Ekaterinburg outstripped investments in traditional Out-of-Home (OOH) channels. Notably, the Zolotoy shopping center, currently under construction in Yekaterinburg, will host the nation's largest media screen, also spanning 10,000 square meters.
- Admetrix, an ad metrics company, estimates that the lion's share of advertisers' outdoor advertising expenditure in Russia is now directed toward digital screens. In the first seven months of 2023, digital outdoor advertising accounted for 54% of total ad spending, up from 48% in 2022 and 40% in 2021.
Retail and Consumer Goods to Drive the Market
- Retailers and consumer goods brands are leveraging data analytics and digital technologies to tailor personalized messages for consumers. This involves crafting dynamic content on digital screens, honing in on specific demographics, interests, and behaviors.
- Retailers are increasingly leveraging digital screens, both indoors and outdoors, to elevate the shopping experience. These screens are used for various purposes, such as highlighting in-store promotions, spotlighting product attributes, and offering live updates on inventory, all aimed at boosting footfall and sales.
- For instance, in November 2023, Addreality, a prominent player in Russia's Digital Signage landscape, unveiled its latest offering, a long-term rental program tailored for LED panels. This novel service presents clients with a turnkey Digital Signage solution, marrying cutting-edge displays with robust, dependable software. Renowned as a frontrunner in the Russian Digital Signage arena, Addreality's solutions cater to a diverse clientele, spanning businesses of all scales across retail, hospitality, transportation, and corporate sectors.
- Brands are increasingly blending OOH and DOOH campaigns with online platforms and e-commerce channels. They leverage digital screens not just to boost online traffic but also to highlight exclusive offers and bridge the gap between offline advertising and digital sales channels. Russia is one of the majoe e-commerce market and is constantly growing and expanding.
- For instance, in 2023, Wildberries maintained its position as Russia's top online retailer, boasting sales of RUB 2.14 trillion. Following closely was Ozon, the country's second-largest marketplace, with sales reaching RUB 1.36 trillion. Wildberries' extensive product range and customer accessibility not only secured its top spot but also outpaced sales of Russia's major airline, Aeroflot.
Russia OOH and DOOH Industry Overview
The Russian Out-of-Home (OOH) and Digital Out-of-Home (DOOH) market is fragmented, with the presence of major players and numerous regional companies. Key players in the market are adopting strategies such as partnerships, agreements, innovations, and acquisitions to enhance their service offerings and gain a sustainable competitive advantage.
- July 2024 - Wildberries (WB), a prominent player in the Russian e-commerce landscape, was set to leverage Russ digital advertising spaces to showcase its products. Customers will have the convenience of paying for these placements directly from their WB website account balances. While the project is slated for a fall debut, the company has refrained from specifying exact launch dates.
- May 2024 - Moscow boasts the largest DOOH construction globally, spanning an impressive 1,260 square meters. Positioned at the convergence of two pivotal highways, Leningradskoe Shosse and MKAD, its digital screen commands attention. Placed in a high-traffic zone, this structure ensures maximum visibility to passing motorists.
Russia OOH and DOOH Market Leaders
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JCDecaux SA
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Ströer SE & Co. KGaA
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Russ Outdoor
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Clear Channel Outdoor Holdings, Inc.
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Talon Outdoor
*Disclaimer: Major Players sorted in no particular order
Russia OOH and DOOH Market News
- May 2024 - One notable instance was the digital facade of Moscow's Salute Hotel, situated on Leningradsky Prospekt. Covering a vast expanse of 1,210 square meters, the screen stands out for its vertical alignment on the hotel's facade. RMAA's DOOH campaign tied to this installation proved highly effective, garnering over 140,000 views in a single day.
- May 2024 - The Riviera shopping center boasts a 1,164 square meter advertising surface on its facade, strategically oriented vertically. This design ensures maximum visibility, capturing the attention of both road and pedestrian traffic, especially in the bustling shopping center's vicinity.
Russia OOH and DOOH Market Report - Table of Contents
1. INTRODUCTION
1.1 Study Assumptions and Market Definitions
1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET INSIGHTS
4.1 Market Overview and Consumer Behavior Preference
4.2 Market Size Estimates and Forecasts for 2022-2029
4.3 Industry Attractiveness - Porter's Five Forces Analysis
4.3.1 Bargaining Power Of Suppliers
4.3.2 Bargaining Power Of Buyers
4.3.3 Threat Of New Entrants
4.3.4 Threat Of Substitutes
4.3.5 Intensity Of Competitive Rivalry
4.4 Industry Ecosystem Analysis
5. MARKET DYNAMICS
5.1 Market Drivers
5.1.1 Ongoing Shift Towards Digital Advertising Aided By Increased Spending On Smart City Projects
5.1.2 Increase in Air Traffic owing to Growth in Tourism Industry has aided the spending on Airport Advertisement in Vietnam
5.2 Market Restraints
5.2.1 Operational Challenges Related To Measurement Of Advertising Effectiveness, Cost And Market Fragmentation
5.3 Market Opportunities
5.4 Industry Regulatory Landscape and Policy Developments
5.5 Key Technological Innovations
5.5.1 Innovations to assess Audience Measurement and Analytics
5.5.2 Indication on Available Units (Spaces) in the Country**
5.5.3 Likeliness of Audience Engagement through Online Channels after being Exposed to OOH Ads**
5.5.4 Use of Digital Signage Screens for Advertisement in the Region
5.6 Key Case Studies of OOH and DOOH Advertisement Campaigns in the country
5.7 Overall Positioning of OOH and DOOH Spending amongst other Advertisement Formats in the Country
6. MARKET SEGMENTATION
6.1 By Type
6.1.1 Static (Traditional) OOH
6.1.2 Digital OOH (LED Screens)
6.1.2.1 Programmatic OOH
6.1.2.2 Others
6.2 By Application
6.2.1 Billboard
6.2.2 Transportation (Transit)
6.2.2.1 Airports
6.2.2.2 Others (Buses, etc.)
6.2.3 Street Furniture
6.2.4 Other Place-Based Media
6.3 By End-User Industry
6.3.1 Automotive
6.3.2 Retail and Consumer Goods
6.3.3 Healthcare
6.3.4 BFSI
6.3.5 Other End Users
7. COMPETITIVE LANDSCAPE*
7.1 Company Profiles
7.1.1 JCDecaux
7.1.2 Ströer SE & Co. KGaA
7.1.3 Clear Channel Outdoor Holdings, Inc.
7.1.4 Russ Outdoor
7.1.5 Talon Outdoor
- *List Not Exhaustive
8. MARKET OPPORTUNITIES AND FUTURE TRENDS
Russia OOH and DOOH Industry Segmentation
Out-of-home (OOH) advertising refers to promotions encountered beyond the confines of one's residence. This encompasses billboards, wallscapes, and posters that catch the eye of passersby. It encompasses place-based media visible in locales like convenience stores, medical centers, and salons. On the other hand, Digital-Out-of-Home advertising, tailored for commercial objectives, predominantly finds its place in public settings, often leveraging screens and interactive digital tools.
The Report Covers Russian OOH and DOOH Companies, and the Market is Segmented by Type (Static (Traditional) OOH, Digital OOH (LED Screens)), by Application (Billboard, Transportation(transit), Street Furniture, Other Place-Based Media), and by End-User Industry (Automotive, Retail and Consumer Goods, Healthcare, BFSI). The Market Sizes and Forecasts are Provided in Terms of Value (USD) for all the Above Segments.
| By Type | ||||
| Static (Traditional) OOH | ||||
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| By Application | ||||
| Billboard | ||||
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| Street Furniture | ||||
| Other Place-Based Media |
| By End-User Industry | |
| Automotive | |
| Retail and Consumer Goods | |
| Healthcare | |
| BFSI | |
| Other End Users |
Russia OOH and DOOH Market Research FAQs
How big is the Russia OOH And DOOH Market?
The Russia OOH And DOOH Market size is expected to reach USD 621.80 million in 2024 and grow at a CAGR of 6.90% to reach USD 868.10 million by 2029.
What is the current Russia OOH And DOOH Market size?
In 2024, the Russia OOH And DOOH Market size is expected to reach USD 621.80 million.
Who are the key players in Russia OOH And DOOH Market?
JCDecaux SA, Ströer SE & Co. KGaA, Russ Outdoor, Clear Channel Outdoor Holdings, Inc. and Talon Outdoor are the major companies operating in the Russia OOH And DOOH Market.
What years does this Russia OOH And DOOH Market cover, and what was the market size in 2023?
In 2023, the Russia OOH And DOOH Market size was estimated at USD 578.90 million. The report covers the Russia OOH And DOOH Market historical market size for years: 2013, 2014, 2015, 2016, 2017, 2018, 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Russia OOH And DOOH Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
Russia OOH and DOOH Industry Report
Statistics for the 2024 Russia OOH And DOOH market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Russia OOH And DOOH analysis includes a market forecast outlook for 2024 to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
