At the end of 2024, its volume reached 97.1 billion rubles, which is 45% more than in 2023. Such data are given in a study by the Association of Communication Agencies of Russia (AKAR).

This growth is largely due to the digital transformation of the DOOH (Digital Out-of-Home) segment. The share of digital outdoor advertising exceeded half of the market for the first time — 55% in 2023, and continued to grow actively in 2024.

Key trends in outdoor advertising in 2025

//Digital Out-of-Home (DOOH) Dominance

Digital screens are the new standard in urban environments. With programmatic advertising, advertisers can change content in real time, adapting it to weather conditions, time of day, or events. This allows you to deliver messages in a targeted manner and increase the relevance of your ads.

Example: at busy intersections in Moscow, advertising is synchronized with the time of day — cheerful and bright messages are shown in the morning, and calm and concise messages are shown in the evening.

//Interactivity and engagement

The consumer is not a passive observer. Users are used to actively engaging in ads and are increasingly expecting to interact with brands. Interactive formats are trending today:

//QR codes and NFC tags;
//touch panels (in safe areas);
//augmented reality (AR) elements activated via smartphone.

For example, in the Moscow metro, panels are installed that invite passers-by to take a survey or play a mini-game. Interactive screens of railway stations, metro stations, and bus stops are platforms for direct audience engagement. Due to such solutions, not only engagement increases, but also the speed of feedback.

//Hyperlocal targeting

Modern technologies allow you to show ads depending on the location of the audience. Hyperlocalization is especially in demand among small and medium-sized businesses, such as cafes and restaurants that broadcast special offers on screens within a radius of several blocks.

//Minimalism in design

In the context of information noise, visual simplicity is increasingly appreciated. Clean lines, easy-to-read fonts, a limited color palette, and an emphasis on a single visual element make these messages easier to read and remember.

//Integration with mobile devices and social networks

Outdoor advertising is increasingly working in conjunction with digital channels. For example, QR codes lead to promo pages or social networks, and AR elements encourage users to share content on social networks. These practices create a direct and seamless customer journey from attention to action.

//Artificial intelligence and real-time content adaptation

AI is already being used to analyze demographics, segmentation, and adapt content on advertising media. Content changes based on the age, interests, or even sentiment of the audience, which increases personalization and communication efficiency.

//Dynamic change of content depending on conditions

Advertising screens on transport and facades are able to automatically change the content according to the time of day and weather conditions. In the morning, offers for business people are broadcast, in the evening - promotional offers for families.

//Environmental standards and the use of sustainable materials

Environmental responsibility has become an industry standard. Brands are installing energy-efficient LED screens, switching to eco-banners, using recycled materials and solar panels. A positive response from the audience increases brand value and contributes to the formation of long-term relationships.

//Augmented reality (AR) technologies

AR technologies are becoming everyday in outdoor advertising in Russia. The user can see 3D effects and animation on a traditional banner through a smartphone. Pilot projects have been implemented and are being successfully developed in Moscow and St. Petersburg.

Portrait of advertisers and market operators

Internet services, construction companies and developers, banks, retail chains and distributors of travel services are leading in the cost structure. The largest operators of outdoor advertising are Russ, Rome, Dream, and Designmaster. Five leading companies control over 64% of advertising space in the Russian Federation.

Market prospects

After talking to advertising groups from the top ten, ADPASS expects that in 2025 the overall market growth will slow down to 15-16%, but the outdoor advertising segment will maintain a positive trend - an increase of 16-30% is predicted, depending on the accounting of retail media. At the same time, classic (static) outdoor advertising continues to decline — in 2024, the number of billboards decreased by 2% (to 41 thousand units), and investments in digital screens increased by 112%.

The main reasons are the high key rate and the consequences of tight monetary policy, which restrain consumer demand and business budgets. In addition, pressure is created by high inflation in the media, reduced investment by large advertisers (Sberbank, Yandex), weak activity of the real estate market and caution of small companies. As a result, the market is growing mainly due to retail media, while traditional segments are showing a slowdown.

Recommendations for Equipment and Material Manufacturers

Industry exhibitions remain one of the most effective tools for establishing business connections and demonstrating innovations. For manufacturers of equipment and materials for advertising production, this is an opportunity to demonstrate the latest developments directly to the target audience → study the needs of the market and competitors → establish partnerships with key industry players. According to experts, it is at exhibitions that the most promising deals are often concluded and long-term partnerships are formed.

A striking example of such a professional event is the international exhibition Printech - a specialized exposition of equipment, technologies and materials for printing and advertising production. Printech brings together leading manufacturers and suppliers, providing them with direct access to a wide audience of customers from different industries.

Present your designs for print and advertising production to a community of professionals. Do not miss the selection of stands at Printech 2026, the formation of the exposition is open!

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Top trends in outdoor advertising in 2025: analytics and strategies for market professionals

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