INTRODUCTION TO MOSCOW AND SAINT-PETERSBURG’S MAJOR OUTDOOR CONSTRUCTIONS

Imposing advertising structures positioned in prominent locations, boasting high visibility and numerous contacts, have historically been a point of pride for companies. For a considerable duration, extensive brand mosaics and banners have adorned the facades of buildings in Moscow and Saint-Petersburg. However, there has been a noteworthy shift in recent times as the Russian government has taken measures to regulate outdoor advertising. Consequently, the number of prominent constructions has significantly decreased.

To gain further insights into the prominent advertising structures, prevailing trends, and the current state of the outdoor advertising market in Russia, we invite you to explore the Quarter Billion Agency Group blog.

The era when advertising structures dominated every available space in the heart of Moscow and Saint-Petersburg, aiming to attract potential customers, has come to an end. Previously, advertisements were placed on building facades, construction mesh, and even rooftops. Streets used to be adorned with advertising banners. However, the landscape has undergone a significant transformation.

In recent years, both city authorities have taken various initiatives to regulate and organize the outdoor advertising market. Several reasons can be attributed to these actions:

• Advertising structures detract from the historical aesthetic of the cities.
• Advertising structures contribute to hazardous traffic conditions.
• One of the motivations for reforming outdoor marketing is the opportunity to redirect profits to the City Treasury.

Currently, the placement of outdoor advertisements is subject to numerous restrictions, such as designated posting districts, specific types of structures, and regulated advertising content. It is crucial to be well-informed about these limitations in order to comply with the regulations. However, this does not imply that large advertising constructions no longer exist. While their numbers have reduced, a few notable structures can still be found, albeit outside the city center.

An excellent example is the largest media facade in Europe, located on the Hydroproekt (Hydroproject) building at 2 Volokamsk Highway in Moscow. Presently, it showcases the Samsung Galaxy S7 Edge, Samsung’s flagship smartphone.

For a considerable period, this building has served as a prominent platform for advertising structures, and its visual impact remains truly awe-inspiring. The media facade spans an impressive 80 by 48 meters, covering a total area of 3,840 square meters. With a daily audience of 800,000 individuals, this advertisement commands significant attention.

Additionally, another noteworthy building utilized for advertising purposes can be found at building 2, Noviy Arbat street.

The media facade at this location showcases a rotation of multiple video commercials. It spans an impressive size of 75 by 24 meters, covering a total area of 1,800 square meters.

Moving on, the third-largest media facade can be found at building 5, Entusiast highway. Situated at the square exhibition center, this structure adds to the vibrant advertising landscape.

This particular construction boasts dimensions of 75.2 by 20 meters, covering an area of 1500 square meters. Similar to the previous media facade, it also features a rotation of several video commercials, each displayed 288 times per day.

These represent the largest outdoor advertising constructions in Moscow. As of 2014, a list of authorized media facades in Moscow consisted of only 11 addresses. While the list is slowly expanding, it is evident that it will continue to grow further. Other significant advertising structures in Moscow, aside from media facades, are prohibited. Only standard 3×6 billboards, certain medium-sized rooftop installations, and various smaller advertising formats such as bus stops, road signs, bins, toilets, etc., are permitted. Additionally, it is possible to obtain approval for constructing unique advertising structures, although this process requires considerable effort.

In the case of Saint-Petersburg, the situation is somewhat ambiguous. Large advertising constructions are subject to less regulation, but they still require approval. Frequently, advertising structures are placed on the facades of buildings undergoing repairs. For instance, the entire building of Frunze Department Store was covered by an enormous banner featuring the Mikhailovsky Theatre for an extended period of time.

Another prevalent form of large format advertising in Saint-Petersburg is banner posting or advertising graffiti on the vacant facades of old buildings. A notable instance occurred in 2015 when a graffiti promoting the telecommunications company Yota appeared on the blank facade of a building near the Obvodny Channel in Saint-Petersburg.

However, the media facades in Saint Petersburg lag far behind those in Moscow. The most prominent media facade can be found at building 105 on Moscovskiy Avenue. With dimensions of 16 by 9 meters and a total area of only 148 square meters, it is relatively smaller in size.

When discussing the state of the outdoor advertising market, it is evident that authorities are increasingly imposing regulations in this sector. This trend is noticeable not only in Moscow but also in Saint Petersburg, where the number of outdoor advertisements in historical centers is declining. The successful efforts of authorities in both cities indicate that regulations will likely continue to expand.

It is worth mentioning that the GOST (State Standard), which governs the publication and placement of outdoor advertisements, has become mandatory since spring 2016. Previously, it only had a recommendatory status. Experts predict that the strict prohibitions outlined in the GOST will result in extensive dismantling of outdoor advertisements and a significant decrease in the market volume. However, active operators have been granted an extension until 2020, allowing them to adapt their existing structures to comply with the requirements of the State Standard.

Hence, the outdoor advertising market in Russia is undergoing constant transformation and growth. Nevertheless, it is likely that state regulations and platform restrictions will persist, resulting in fewer large-scale advertising structures. If you are interested in placing outdoor advertisements in Moscow or Saint Petersburg, the experts at Quarter Billion Agency Group are prepared to assist you in finding the most suitable options that align with your objectives and comply with Russian laws.