Digital signage drives growth of Russian OOH market
Outdoor-advertising revenues in Russia soared by around 13 percent in the first half of this year, mainly on the back of a surge in the use of digital signage, according to the Association of Communication Agencies in Russia (AKAR).
The country’s advertising market as a whole grew by 20.4 percent in the first half of 2008, compared to the same period last year.
But it’s not all caviar and vodka for the outdoor owners, as the first-half growth of 13 percent is less than the 16 percent growth reported a year earlier.
According to AKAR, the slight trimming of the growth rate is mainly due to a reduction in the number of media firms selling advertising in Russia, which is the direct result of pressure from the government.
Sergey Velselov, AKAR’s director, said that the current indicators represent good dynamics in the Russian advertising marketplace.
Meanwhile, indoor out-of-home advertising is also booming in Russia, with AKAR reporting first-half growth at around 30 percent – again, mainly driven by digital signage.
www.mediarevolution.ru
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