Two-thirds of advertising structures in Moscow have become digital – Kommersant
[ad_1]
Moscow is a leader in the level of digitalization of outdoor advertising: already 69% of surfaces in the capital belong to the Digital Out of Home (DOOH) category. Russ commercial director Boris Peshnyak spoke about this at the conference “Media space 2023: content of the future”organized by the Kommersant Publishing House.
At the same time, DOOH penetration in Russia remains uneven. According to Mr. Peshnyak, in St. Petersburg and other cities with a population of over a million, the share of digital outdoor advertising is still less than half – 46%, and in all other cities – only 26%.
In general, the number of digital advertising structures has shown explosive growth in recent years. If in 2018 there were only 3 thousand such surfaces, then at the moment there are already more than 25 thousand. The share of DOOH in the total volume of outdoor advertising purchases during the same time increased from 20% to 50%. Finally, the total volume of outdoor advertising is also growing: in 2023 it increased by 40%, said Boris Peshnyak.
Key industries using outdoor advertising include: construction complex (+28% to the result for January-September 2022), e-com (+125%), television and video services (93%), as well as financial services (+ 87%).
[ad_2]
Source link
