Russian Cities’ Subway Ads

Currently, advertising on transportation is a rapidly expanding sector within the Russian advertising market. Despite the proven effectiveness of this advertising medium, its growth is hindered by the lack of major sellers. Advertising spaces in each city are typically owned by various transportation companies, and in some cases, a single type of transport in a city may have multiple company owners. We can only remain hopeful that the market will eventually become more organized, leading to the emergence of a dedicated seller in the near future.

Subway Advertising in Russia

Given that the subway serves as not just a means of transportation but also a complex infrastructure, it offers vast possibilities for advertising. However, despite the abundance of opportunities, unconventional approaches in subway advertising are highly uncommon. Here, we present the primary types of advertising media available.

Track billboards on subway lines

The billboard measures 4×2 meters and is positioned on the wall across from the platform, providing a visual presence for passengers awaiting the train.

Light panels for advertising purposes

There are multiple types of panels, including light panels on walls, above cash desks, and on escalators. The dimensions of these panels vary greatly, depending on their specific placement.

Interior stickers within the subway coaches

These advertising media are positioned on the walls inside subway coaches, as well as on the doors and windows of the coaches. In the case of the windows, they are typically double-sided, with one image targeting passengers inside the coach and the other intended for those outside.

Coach branding initiatives

Coach branding, although a costly endeavor, is a relatively uncommon form of advertising where an entire subway coach is transformed into a promotional platform through the placement of advertising prints. Notably, there have been instances where not just individual coaches, but entire trains have been utilized for branding purposes.

Audio-based advertising

In the tunnels of escalators, a continuous stream of audio messages is played, delivered by a speaker. This form of advertising, although somewhat bothersome, is not commonly employed by commercial companies. However, it finds popularity among municipal authorities and state organizations due to its cost-effectiveness.

Various other advertising formats

In addition to conventional advertising media, there are several lesser-known and less commonly utilized formats that can be employed, such as stickers on turnstiles, floors, and more.

There are instances where entire subway stations have been completely transformed into advertising platforms.

Trolleybuses, buses, and trams in Russia serve as prime examples of branded transportation

Standard urban transport in Russia provides a limited range of advertising options, including advertisements on bus stops, interior stickers, and coach branding. Despite the relatively standardized media, a creative approach helps compensate for this. Additionally, video advertising displayed on monitors installed inside public transport operated by private carriers is also utilized, although not very frequently.

SpongeBob

In 2013, the streets of Saint Petersburg witnessed a unique sight: a bus completely wrapped in the iconic Nickelodeon cartoon SpongeBob’s branding, both on the inside and outside. This eye-catching advertising spectacle spanned over 100 square meters in total. The city’s children warmly embraced this creative form of advertising, making it a resounding success.

LEO-tram

Another noteworthy instance of comprehensive inside-outside branding can be observed in Yekaterinburg, where a tram has been adorned with advertisements for “LEO” chain stores specializing in building materials. The tram’s ceiling showcases a diverse range of wallpapers available for purchase at “LEO,” effectively capturing the attention of passersby.

Perm Zoo

Bus advertising crafted by the agency “Circus Maximus.”

World of Children

Toy store advertising created by the Gray agency.

Advertising on taxi cars in Russia

Although advertising in taxis is employed in Russia, it is often inconspicuous. However, a remarkable advertising campaign by Viasat in Yekaterinburg deserves mention, where taxis were fully branded from the body to the head restraints, creating a striking visual impact.

For a comprehensive understanding of the Russian media advertising market, I highly recommend reading the White Paper titled “How does the media-buying market in Russia work? A media buyers’ quick guide for effective work in Russia” authored by Vadim Tylik, the President of Quarter Billion Agency Group. This informative e-book is specifically tailored for professional international media buyers, providing valuable insights and guidance.