The Outdoor Advertising Market Grew to 51 Billion Rubles in Six Months
Outdoor advertising in Russia grew by 9% in the first half of the year, to 51 billion rubles. Digital carriers gained 24.6%, while classic billboards lost 33.1% of revenue, according to Espar-Geo data.
The outdoor advertising segment in Russia grew by 9% in the first half of the year, reaching 51 billion rubles. This is according to data from the analytical company Espar-Analytic (Espar-Geo). The entire out-of-home (Out of Home) advertising market increased by 10.7%, to 62.1 billion rubles.
The main growth driver is the shift to digital. The digital advertising carrier segment gained 24.6% in January–June, reaching 42.5 billion rubles. Classic billboards, on the contrary, are losing revenue: down 33.1%, to 8.5 billion rubles.
Related areas also grew:
- transit advertising — up 20.5%, to 8.8 billion rubles;
- indoor advertising — up 15%, to 2.3 billion rubles.
Who Is Driving Market Growth?
At Espar-Geo, the high pace is attributed to the performance of the industry leader — Russ, the largest outdoor advertising operator, part of the merged company Wildberries and Russ (LLC RVB). According to analysts' estimates, the operator's billings grew by 28.9% in the first half of the year, exceeding 51.7 billion rubles.
The other major players gained significantly less. Five operators from the top 5 — Russ, Rim Mediagroup, Rasvero, Reklama-Tsentr, and Dream — together generated 6.1 billion rubles in turnover and growth of 14%. The market outside the leader is shrinking: Espar-Geo's monitoring records a decline of 2.9% among the remaining operators.
What Is Happening with Digital Inventory?
The number of standard-format video screens in the monthly monitoring zone (the 50 largest cities) in June 2026 amounted to 12.6 thousand units. This is 31.6% more than a year earlier.
Installation rates are accelerating. The average monthly growth of digital inventory in April–June was 1.4% versus 1.2% in the first quarter, analysts note. At the same time, a significant portion of the growth was driven by small screen formats.
Thus, the structure of the OOH market continues to transform: revenue is concentrating with the largest operator, and the share of digital carriers already exceeds 80% of the outdoor advertising segment in monetary terms.
Source: Коммерсантъ
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