Yandex May Buy Rights to 1,900 Moscow Advertising Structures
Yandex is discussing participation in an auction for 1,900 advertising structures owned by the Moscow city government: starting price 9.6 billion rubles, auction on October 20, contract until 2037.
Yandex is considering taking part in an open auction for the right to operate nearly 2,000 advertising structures owned by the Moscow city government. The starting price of the contract is 9.6 billion rubles, and the auction will take place on October 20.
"There is no final decision at Yandex yet, but the possibility is being discussed," Yandex Advertising said. The company declined to comment further. If Yandex submits a bid, it will be the company's first time participating in an auction for Moscow's advertising inventory.
What Is Up for Auction
The Autonomous Nonprofit Organization Moskovskaya Reklama (Moscow Advertising) announced the auction on September 15; the organizer is the Moscow City Department for Competitive Policy. Key parameters:
- starting price of the contract — 9.6 billion rubles;
- deposit — 964.1 million rubles (10% of the starting price);
- auction step — 0.5%;
- bids accepted until October 15, results to be announced on October 21.
The winner will receive 1,900 structures. Of these, 59% are 6x3 m billboards, 39% are poster panels, and the rest are digital city formats, city boards, and supersites. 20% of the inventory is earmarked for commercial placements, and at least 80% for social advertising. Another 106 units will be fully devoted to social advertising, according to the city government's website.
The operator is required, at its own expense, to convert 167 6x3 m billboards and 306 poster panels to digital format annually. The organizers expect the digital network to grow to nearly 3,000 units by 2030.
The contract runs until March 31, 2037 — the winner will be able to use the inventory for 10 years. The Moscow government's network of advertising structures has been in operation since 2016.
How Yandex Entered the Outdoor Advertising Market
In 2024, after a three-year break, the company resumed outdoor advertising sales. In October of that year, Yandex began testing a feature for launching campaigns on digital screens for Yandex Direct advertisers. Over the year, more than 15 partners joined the network, including Dixy, Magnit, and Russian Post.
In early 2026, Yandex entered into a partnership with the operator Rasvero and obtained the rights to sell its new inventory: within a year, the launch of 160 digital video screens on 80 pillars in Moscow was planned. In the summer, the company expanded the network to 8 new regions, including Krasnodar, Samara, and Volgograd — more than 400 screens in total. Yandex Advertising said the company now has more than 6,000 structures in 10 cities with populations over one million.
The company's history in the market began in 2018 with a partnership with Gallery: placements by request became available in the Display service. That same year, Yandex began selling advertising on Russ Outdoor's digital billboards, and in 2019 it opened up outdoor advertising purchases through Yandex Direct for small and medium-sized businesses.
In 2021, the company left this market. "We have decided to focus on other projects and areas where our resources and capabilities will be more useful," the press service explained at the time.
The Size of the Market
According to the Association of Communication Agencies of Russia (ACAR), the Out of Home segment reached 109.1 billion rubles in 2025. Outdoor advertising grew to 90.4 billion rubles (+11% year on year); excluding the Moscow region — 17.7 billion rubles (+5%). In the first half of 2026, the Out of Home market totaled 62.1 billion rubles according to Espar-Analitik's estimate, an increase of 10.7%.
Original: mos.ru
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