15-18 June 2027
Crocus Expo, Moscow
In 2025, traditional advertising formats such as outdoor advertising, printed materials, POS materials, merchandise and packaging are showing sustained effectiveness. This is confirmed by statistics, industry forecasts and expert assessments.
This article reveals key trends, changes in audience behavior, trends in design and printing, as well as current strategies for successful work in the offline advertising market in Russia.
At the end of 2023, the total volume of the Russian advertising market amounted to about 730 billion rubles. The offline segment occupies about 40%. Such data was presented by the Commission of Experts of the Association of Communication Agencies of Russia (ACAR).
At the end of 2024, the volume of the Russian advertising market amounted to 904 billion rubles, of which the offline segment occupies about 45%.
Despite the ongoing shift of budgets to digital, the volume of investments in outdoor advertising, printed products, souvenirs and packaging remains stable. AdIndex experts note that in 2025-2026, the offline advertising market will grow by 3-5% annually, especially in the FMCG, retail, pharmaceutical, and manufacturing sectors.
Key drivers of offline advertising growth:
//restrictions on the promotion of a number of goods on the Internet (alcohol, tobacco, dietary supplements);
//growth of local production and import substitution;
//the need for physical contact with the product to build trust;
//Event marketing (exhibitions, forums, conferences).
Consumer behavior
Consumers still appreciate the possibility of tactile and visual contact with advertising materials. Studies show that 68% of business representatives consider printed and merchandise to be more memorable than digital advertising. Parameters such as quality of workmanship, individual approach and the possibility of personalization remain important.
Trends in design and printing
In 2025, according to experts from SkyAlliance, NMi Group and Rodnaya Rech, the following areas come to the fore:
//environmental friendliness and sustainable production. Request for recyclable materials, biodegradable packaging, minimalism in the use of paint and glue;
//Personalization. Use of variable data in printing, custom layouts, unique QR codes;
//Creativity and interactivity. Interactive POS materials, packaging with augmented reality, souvenirs with gamification elements;
//Digital integration. Offline advertising is becoming an entry point into online: QR codes, NFC tags, AR elements;
//premium materials and finishes. Use of embossing, selective varnish, metallic paints to enhance perceived value.
Experts call the following formats the most effective for communicating with audience segments:
Outdoor advertising
//Billboards, city formats, digital screens. They are especially effective on business routes, near business centers, industrial zones, and logistics hubs.
//Branded stops, building facades. They maintain high visibility and memorability.
Printed materials
//Catalogs, booklets, leaflets. They are used at exhibitions, negotiations, and in mailings to the customer base. In 2025, the focus is shifting to premium design and personalization.
//Magazines and newspapers of an industry orientation. They maintain the trust of the professional audience.
Packaging & Label
//Branded packaging. It remains a powerful tool for building image and loyalty. It is especially relevant for manufacturers of FMCG, pharmaceuticals, and food products.
//Interactive packaging. Embedding QR codes, AR elements, NFC tags for communication with the consumer.
POS materials and stands
//Displays, shelf talkers, wobblers. They are actively used in retail outlets, at exhibitions, in showrooms.
//Mobile exhibition stands. They are in demand at industry events, allowing you to quickly adapt communication to the target audience.
Souvenirs
//Branded office accessories, textiles, electronics. High engagement and long service life.
//Gift sets. Effective for building partnerships and increasing loyalty.
//Combining offline and online channels
Offline advertising is becoming part of an omnichannel strategy. QR codes, NFC tags and AR elements allow you to transfer the offline audience to the digital space to receive additional information, activate special offers, and participate in loyalty programs.
//Personalization and segmentation
Using variable data in print allows you to create unique offers for different customer segments. This increases response and engagement.
//Eco-friendly and sustainable development
Switching to eco-friendly materials and certified printing technologies is becoming a competitive advantage. Companies that demonstrate concern for the environment receive additional points in the eyes of B2B partners.
//Creativity and innovation
Original design solutions, non-standard formats, integration of new technologies (for example, augmented reality) distinguish the company from competitors.
//Measuring efficiency
The introduction of analytics tools (for example, tracking clicks on QR codes, accounting for coupon returns, analyzing traffic near outdoor advertising) allows you to optimize budgets and increase ROI.
Main challenges:
//Increase in the cost of materials and logistics.
//The need for integration with digital to increase efficiency.
//Changing audience expectations (more personalization and sustainability).
Expert recommendations:
//Invest in innovative printing technologies and production automation.
//To develop competencies in the field of design and creative solutions.
//Actively cooperate with event agencies, exhibition organizers, industry media.
//To offer comprehensive solutions that combine printed, souvenir and packaging products.
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