By the end of 2023, the Russian outdoor advertising market grew by a record 45% in five years.

Market growth of 45% was a record for at least the last five years, according to data from Admetrix (there is no data on market size before 2019 in the study). At the same time, Russ, the largest outdoor advertising operator, believes that we should not talk about market growth, but about its restoration and whitening.

The digital segment is most actively growing in outdoor advertising: over the past five years it has more than tripled and in 2023 it amounted to 26.8 billion rubles. In 2023, the share of digital advertising in all outdoor advertising exceeded half for the first time, reaching 55%.

The market leader in outdoor advertising is Russia’s largest operator, Russ, which owns more than a third of all advertising surfaces. In second place is the Rome media group with a share of 8.4%. Designmaster closes the top three with 4.5%. The top five players in the outdoor advertising market (also including Dream and Perspektiva) account for more than half of all surfaces: 55.2%.

Developers and construction companies most actively use outdoor advertising to promote themselves: advertisers in this segment account for a fifth of all budgets for this promotion channel. In second place by cost share are Internet services (19%), in third place are financial services and banks (10%).

The top 10 advertisers in outdoor advertising are headed by Sber with a 6.3% share of all advertising spending. They are followed by Yandex (5.1%), Ozon (3.3%), VTB (2.7%) and VK (2.2%).