Outdoor advertising in Russia's Iconic Locations

Moscow and Saint Petersburg are Russia's largest cities, each having 13 million and 5.5 million inhabitants. Additionally, they are the two most popular tourist destinations, attracting both domestic and international visitors. In 2023, Moscow welcomed 24.5 million tourists, while St. Petersburg received 9.4 million visitors. The majority of visitors arrive in the city to visit iconic locations, including main streets, stadiums, business and shopping centers. Consequently, these locations offer the greatest potential for outdoor advertising.

Earlier we have already published an article on the current trends of DOOH/OOH in Russia in our blog. We will now examine the nuances of advertising placement on digital media facades in iconic locations in Moscow and St. Petersburg. DOOH placement in these locations provides extensive coverage and high visibility, significantly enhancing the effectiveness of any advertising campaign.

DOOH Iconic Places in Moscow

One of the most famous streets in Moscow is Novy Arbat. It is located in the center of the city, within walking distance of many famous sights of the capital. For example, Red Square and the Kremlin are about 15 minutes away on foot. This location has excellent transport accessibility and constant traffic, plus there are three metro stations nearby. 

The most famous building on Arbat is the Moscow House of Books. This bookstore has been operating since 1967 and during the Soviet times, it was the biggest store in Europe. A huge digital screen of 638 square meters is installed on the facade of the building. The screen has a horizontally elongated shape and it allows the use of creatives in which the product can be shown from all sides. We have already written about it in the material about the largest advertising structures in Russia, but we will remind you once again, as it combines all the necessary qualities for effective DOOH placement. 

 

DOOH Blackview campaign on the facade of the House of Books building in Moscow, by RMAA

 

Another noteworthy establishment in the vicinity of the House of Books on Novy Arbat is the Oktyabr Cinema. The building, constructed during the Soviet era, features a distinctive natural stone mosaic panel on the facade. Following reconstruction between 1998 and 2005, the cinema has a capacity of 3,000. The facade features a large digital screen measuring 890.06 square meters, making it an attractive location for DOOH placements due to its high capacity and proximity to the city center and other attractions.

 

 

Two advertising structures on Arbat are considered to be among the most sought-after for placement by businesses in the industry. However, this is by no means the exhaustive list of locations that may be considered iconic. 

Let's proceed to Prospekt Mira. It is situated in the northeast of the capital. The area boasts a number of historically significant buildings from the late 19th and early 20th centuries, including mansions, profitable houses, and old estates. The area experiences high levels of footfall, as well as vehicle traffic, due to its proximity to the VDNKh metro station, a busy road junction, VDNKh Park, and the largest exposition site in the world. Additionally, the Cosmos Hotel, which offers 1,776 rooms for tourists and boasts an unconventional exterior, is a notable landmark. This is where the 1,260-square-meter digital screen is located.

 

 

Another prominent DOOH location is Bolshiye Kamenshchiki Street in the Tagansky District, located in the center of Moscow. The route begins at Taganskaya Square and continues to Novospassky Passage. The street is situated within an established residential area, which boasts its own distinctive character and points of interest. Notable landmarks include Stalin's bunker, historic mansions, ancient churches, and Soviet-era buildings. This location attracts a significant volume of foot traffic from both residents of the capital and numerous visitors to the city.

A 287.5 square meter digital media facade has been installed on house No. 1, at the very beginning of the street. The advertising creative is visible to pedestrians exiting the Taganskaya metro station and motorists passing along the Garden Ring (a major highway in the center of the capital).

 

 

Additionally, Zubovsky Boulevard is regarded as a notable place within the Garden Ring of Moscow. The location is between Krymskaya and Zubovskaya squares. The boulevard is noteworthy for being the widest section of the Garden Ring, where the highway expands to 16 lanes. This suggests that there is a high volume of vehicular traffic in this area. 

A 495-square-meter digital screen on House No. 4, which is the facade of the largest state news agency, RIA Novosti, maintains a constant visual presence for motorists and pedestrians. The RMAA team successfully launched a DOOH campaign in support of Egypt Tourism, which received high coverage and positive results.

 

DOOH Egypt Tourism campaign on the facade of the RIA Novosti building in Moscow, by RMAA

 

Let us move to Krasnaya Presnya Street. The location is situated in the central district of Moscow, specifically in the Presnensky District, between Barrikadnaya Street and Krasnopresnenskaya Zastava Square. This location is also of interest to tourists and residents alike, offering a variety of dining options, convenient access to the subway, and proximity to the renowned Moscow Zoo, which is one of the oldest and most historic zoos in Europe. For this reason, a digital advertising screen measuring 189 square meters has been installed. The location is designed to be visible to motorists and pedestrians alike, placed as it is in the field of vision of those moving along the street and exiting Krasnopresnenskaya metro station.

 

 

Tverskaya Zastava, the square in front of Belorussky Railway Station, is also a very busy area with a high level of activity at all times of the day and night. This Moscow location is also a cultural heritage site and is included in the protected zone, making it a popular destination for both passengers of the station and numerous tourists of the Russian capital. A digital screen measuring 231 square meters has been installed on Building No. 2c1.

 

 

Next, we'll examine the three main advertising media in the most optimal locations of the Moscow City business and entertainment center. It is located on Krasnopresnenskaya Embankment, just 4 km from the Kremlin. Moscow City is a complex of buildings ranging in height from 27 to 96 floors, crafted in a bold blend of modern architectural styles. Some people come here to work, while others come to shop and have fun. The observation areas on the upper floors offer unparalleled views of the capital. This iconic place is especially attractive for creative placements thanks to the large flow of tourists and city dwellers.

Moscow City's first DOOH carrier is the Catcher, a 3D media cube. This unique construction consists of four screens with a combined area of 304 square meters. All four screens work synchronously as a single image, providing visual volume. The Cube is strategically located on Presnenskaya Embankment 8, directly in the zone of visibility of the entrance groups of the neighboring Capital City towers, sidewalks, and roadways. This ensures maximum viewing of the target audience. 

 

 

Another 3D media cube belonging to Moscow City can be found in a highly accessible location within the district, situated between the Eurasia and Federation towers. The media cube broadcasts 3D videos with a Naked-Eye effect around the clock. Additional LED lines were added to the lower part of the cube, allowing for the display of inscriptions without occupying the main screen frame. The total area of the carrier is 370 square meters, with 24-hour coverage reaching approximately 185 thousand people per day. Due to its impressive size and strategic location, this carrier is an ideal platform for advertisers seeking to reach a large and diverse audience.

 

 

There are, in fact, further opportunities to increase the level. One of the DOOH screens is situated on the facade of the Mercury Tower, at the level of the 60th to 68th floors. The total area of the carrier is 1,350 square meters. The advertisement is broadcast 24 hours a day to all four sides of the world on four screens, each measuring 28x15 meters, which encircles the tower. From this elevated vantage point, the advertising creative is visible from numerous iconic locations in Moscow, including the city center, Novy Arbat, Kutuzovsky Avenue, the Third Transport Ring, and the embankment of "Moscow City." It is perhaps the highest point for advertising placement. 

 

 

Next, we will talk about St. Petersburg.

DOOH Iconic Places in St. Petersburg

St. Petersburg is a world-class cultural hub, boasting a concentration of significant Russian monuments that represent approximately 10% of the country's total. The city is committed to preserving its historical appearance and maintains rigorous standards for the maintenance of its facades. However, some buildings have been encased in coordinated advertising structures. We will provide further details below.

Kamennoostrovsky Prospekt is one of St. Petersburg's most attractive and distinctive locations. It is situated in the Petrogradsky district, connecting the city center with the islands. It boasts a variety of attractions, including churches, a mosque, fountains, old mansions, monuments, gardens, and squares, which collectively draw in numerous tourists and locals. Two metro stations provide regular pedestrian traffic and coverage for advertisers.

Building 53, with a 98-square-meter digital screen mounted on it, is located just opposite a busy intersection, offering visibility to both motorists and pedestrians.

 

 

Furthermore, another digital screen with a size of 85 square meters was installed on the facade of building No. 38, right on the same boulevard. This location is notable for several reasons. In addition to numerous catering outlets, stores, and a busy highway, the entrance to the Petrogradskaya metro station is right under the digital screen. This ensures that the advertising creative is constantly in the target audience's line of sight.

 

 

Nevsky Prospekt is the city's main landmark. This central street of the city runs from the Admiralty Building to Alexander Nevsky Square. The prospectus is a major attraction in itself. It is part of the UNESCO World Heritage Site. There are numerous museums, palaces, cathedrals, and other historical buildings, as well as tourists who walk along the avenue all year round. This is an unquestionably valuable advertising location with an extensive reach.

On the roof of house №18, there is a 40-square-meter digital display that is visible to both motorists and pedestrians. The Zinger bookstore and the Church of the Savior on the Blood are nearby. 

 

 

Sennaya Square is at the intersection of Moskovsky Avenue and Sadovaya Street. This landmark location is notable for more than just its numerous historical buildings. It is also the point where the city's largest traffic flows intersect: three subway lines, streetcar, bus, and trolleybus routes.

The 58-square-meter digital screen is installed on the roof of Building No. 7. The screen is clearly visible to the numerous pedestrians and motorists in this traffic-saturated section of the city. The St. Isaac's Cathedral colonnade visitors will also be able to see this medium from a height of approximately 43 meters. 

 

 

Our next stop is Vosstaniya Square, an important metro station in St. Petersburg with the largest passenger traffic. It is located at the intersection of Nevsky and Ligovsky Avenues. You will find Moskovsky Railway Station, Oktyabrskaya Hotel, several shopping centers, and Ploshchad Vosstaniya metro station here. The 58-square-meter screen on the roof of the building on the Moskovsky Railway Station’s right side is unmistakable from any part of the square. It will be clearly visible to people and cars approaching the station or moving to the very beginning of Nevsky Prospekt.

To conclude our review, we will proceed to Liteiny Prospekt. This location is one of the city's most historic. The avenue extends for two kilometers from Liteiny Bridge to Nevsky Prospekt. Every building in this area is an architectural monument, and many of them were previously inhabited by famous cultural figures. These include Esenin, Saltykov-Shchedrin, Nekrasov, and Brodsky. 

The digital screen is installed on the end of house No. 13 and is well-viewed by numerous drivers and passengers of public transport passing along this ancient avenue. It should be noted that Liteiny Prospekt experiences similar traffic levels to Nevsky Prospekt, as they are perpendicular to each other and tourists often turn to it from the main street of the city to visit museums. 

 

 

In conclusion

From Novy Arbat, a street that is always bustling with activity, to the renowned business district of Moscow City with its towering skyscrapers and observation decks, each geo presents a distinctive opportunity for effective DOOH placement. 

Significant locations in Moscow and St. Petersburg are ideal for 24/7 advertising, as they are always accessible to the target audience. However, it is essential to seek the guidance of professionals who possess a comprehensive understanding of both the nuances of outdoor placements and the intricacies of the Russian urban landscape. 

RMAA is prepared to assist brands with OOH/DOOH campaigns in Russia and CIS, including placements in airports, prominent locations, indoor formats, and other effective options. To discuss the specifics of your project, please contact our manager by completing the form provided in the contacts section. We guarantee prompt feedback. 

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