Out of Home (OOH and DOOH) Advertising at Russian Airports: Strategic Placement for Optimal Impact

The Ministry of Transportation of the Russian Federation reports that Russian airlines carried about 105 million passengers in 2023, a 10% increase over the previous year. This growth attracts potential advertisers because visitors to air terminals are people with a high level of purchasing power. DOOH/OOH formats are the most effective way to place advertising creatives. They use every available inch of the airport area, from screens above check-in desks to advertising on luggage belts and facades of parking buildings.

This paper continues our series of articles on digital advertising in Russian airports.  We will now present a general overview of DOOH/OOH placements at the country's largest airports, which specialize in international and regional transportation.

Aero Passenger traffic in Russia

Since the noughties, the number of civil airline passengers has been growing steadily, with a peak of around 111 million passengers in 2019. In 2022, the socio-political environment and the pandemic caused a 46% drop in passenger traffic. However, by 2023, it was almost back to its previous level. Translating this data into numbers, we can say with confidence that more than 1.5 million people traveled internationally each month, and more than 5.5 million people flew regional flights each month. 

Statistics show that over half of all air passengers in Russia in 2023 flew through the top five airports. The largest one is Sheremetyevo, which handled 36.6 million passengers in 2023. In second place is St. Petersburg Pulkovo, which carried 20.4 million passengers. Next, we have Moscow Domodedovo and Vnukovo with 19.9 million and 14.5 million people, respectively. Sochi Airport, with 13.9 million passengers transported, rounds out the top five. In total, there are more than 30 airports in Russia with a million passengers.
 

These impressive passenger traffic figures translate into huge coverage, making airports an attractive place for advertising placements. Now, let's dive deeper and explore the most promising airports for DOOH advertising, as well as regional airports with their unique promotional opportunities.

DOOH's biggest screens and best placements in Russian airports

We have previously provided a comprehensive overview of advertising placement in Moscow's Sheremetyevo, Domodedovo, Vnukovo, and St. Petersburg's Pulkovo airports. In this article, we will concentrate on the most effective airport locations in Moscow and St. Petersburg. 

A large digital screen measuring 32.16 x 7.20 meters in Sheremetyevo Airport is one such location. The advertising structure is situated above the check-in desks between two flight departure boards.

Campaign for Egypt Tourism at Sheremetyevo in the check-in area of international departures Sheremetyevo Airport, 2023, RMAA

Domodedovo Airport also has a similar structure but with smaller dimensions (6x6 meters). The screen is integrated with the departure board for international flights and is located directly above the entrance to the passport control area, ensuring that it is consistently visible to passengers.

DOOH screen combined with the central display above the entrance to the passport control area of the T2 terminal in Domodedovo, Moscow

Furthermore, Domodedovo boasts a distinctive digital display system comprising three screens, each measuring 6/5x3/5x3/6, 5x3/5x3/6, and 5x3/5x3 meters, situated within the arrival atrium of international flights. The primary benefit of this medium is its extensive reach.

Digital advertising structure in the atrium of the terminal T2 international flights arrival area in Domodedovo, Moscow

At Vnukovo Airport in Moscow, there is a large digital screen measuring 8x2.5 meters. The location is highly frequented by passengers, as it is the gateway to the city for all arriving by domestic air service. When it rains or snows outside, arriving passengers typically remain inside the airport, awaiting transportation to their destinations. They may also view commercials on the digital screen while waiting.

Digital screen in the general hall of Vnukovo airport in the exit area, Moscow

Let us now turn our attention to St. Petersburg, where the second largest airport in terms of passenger volume, Pulkovo, is located. There are numerous options for placement, but we would like to draw particular attention to the 2.4x4.1 m digital screen in the general departure area. The location is distinguished by the largest terminal passenger traffic, as the screen is visible to all individuals in the check-in queue.

Digital screen in the general check-in area of international flights at Pulkovo Airport, St. Petersburg

In addition to indoor options, Moscow airports also offer outdoor parking solutions. The photo depicts the parking area of the International Terminal C in Sheremetyevo, which is exclusively used by passengers traveling in this direction. The digital media in this area is 39.7 x 9.6 meters in size, ensuring visibility from a considerable distance from the airport.

Campaign for CNPC brand in Sheremetyevo in the parking area of Terminal C, 2023, RMAA

Another option for outdoor advertising is a digital screen on the parking building at Domodedovo Airport. The advertising medium is 24x25 meters in size, allowing it to be seen from a considerable distance. The parking lot is conveniently located next to the airport terminal building and is connected to it by an internal passage on the third level of the parking lot. The entrance to the parking lot next to the terminal for international flights is the location with the most affluent clienteleб for instance, business travelers on international flights.

Campaign for CNPC brand in Domodedovo in the parking area of International Terminal, 2023, RMAA

Naturally, advertising in Moscow and St. Petersburg airports is a key objective. However, there are regional airports in Russia that could be considered as a potentially successful location for DOOH campaigns. 

In recent years, Russia has been actively modernizing its regional airports. As a result, the number of people traveling by air is on the rise, with an increasing number of flights not passing through Moscow each year. This provides a catalyst for the development of regional airports, which will improve infrastructure and stimulate domestic tourism. Regional airports are becoming attractive venues for indoor accommodation with a reach of millions of people.

Let us examine in greater detail the features of DOOH/OOH placements at regional airports in Novosibirsk, Kazan, and Sochi.

Indoor advertising at Tolmachevo Airport in Novosibirsk

Tolmachevo International Airport is situated 17 km from the center of Novosibirsk, the capital of the Siberian Federal District. This region has the highest population density in the Asian part of Russia, with approximately 9 million people living within a 500-km radius of the airport. The demand for air transportation from the local population is consistently on the rise. 

The airport has two Class A runways, allowing it to accommodate any type of aircraft. Tolmachevo Airport has a throughput capacity of 1,300 people on international flights and 1,800 on domestic flights.

An example of successful DOOH/OOH placement in Novosibirsk Airport is the installation of two large video screens measuring 12.4x5.1 meters in the check-in hall of domestic and international departures. Advertising is visible to departing passengers regardless of their direction of travel, including business passengers.

Digital screen in the check-in hall of international and domestic flights at Tolmachevo Airport, Novosibirsk

An 11.8x4.8-meter video screen has been installed in the arrival hall. This is an optimal location for advertising, as it is visible to passengers exiting the platform into the airport building.

Digital screen in the domestic arrivals hall at Tolmachevo Airport, Novosibirsk

Another area with high passenger traffic is the baggage claim area. According to the latest statistics, the average waiting time for luggage is between 5 and 30 minutes. During this period, passengers are required to wait at the baggage claim belt. Consequently, placing advertising in this area represents a highly effective solution. The photo below illustrates the placement of advertising creatives on a digital screen measuring 10.8x3m in the baggage claim area of domestic flights at Tolmachevo Airport in Novosibirsk. In contrast to similar locations in Moscow and St. Petersburg airports, where the screens are relatively small, the advertising medium at Tolmachevo is much larger and is conveniently located opposite the baggage belt.

Digital screen in the baggage claim hall of domestic flights on the 1st floor, Tolmachevo Airport, Novosibirsk

Indoor advertising at Kazan International Airport

Kazan International Airport comprises three terminals and is equipped with navigation and light-signaling equipment on its runway. This enables the airport to continue operating flights even in challenging meteorological conditions. In 2022, the airport achieved a new record for passenger traffic, with over 4 million passengers passing through its gates. The airport's route network encompasses 90 destinations, 33 of which are international.

It is standard practice for any airport to have transition zones between terminals. These airports are of significant interest for the installation of advertising media due to their high passenger traffic. Kazan also has a similar advertising location. A 5.76x2.88 m digital screen has been installed in the transition zone between terminals 1 and 1A.

Digital screen in the transition area from Terminal 1A to Terminal 1 at Kazan Airport

In the baggage claim area, a wide digital screen measuring 3.88x0.96m was installed above the conveyor belt. It provides continuous visual contact with passengers, increasing the effectiveness of advertising messages due to the wide coverage and attention of the audience while waiting for their luggage.

Digital screen at baggage claim in the domestic flights arrivals area at Kazan Airport

Indoor advertising at Sochi International Airport

Sochi Airport is situated 30 km from the city center of Sochi, in the Adler district. Prior to the 2014 Winter Olympics, the airport underwent a significant renovation, resulting in a modern facility that is among the most advanced in the world. 

The airport comprises three terminals: domestic, international, and business. The domestic and international terminals have a combined capacity of up to 2,500 passengers per hour. The construction of a new terminal is scheduled for completion by 2027, which will increase the airport's capacity by almost twofold. 

Currently, Sochi is one of the most popular resort destinations in Russia, including for foreign citizens who fly into the airport. The placement of DOOH/OOH here will be an effective means of improving brand visibility. Let us examine a few examples of digital advertising media placements at Sochi Airport.

Two digital screens measuring 15x3.5 meters are located in the common hall adjacent to the information board.

Digital screens in the general check-in hall of domestic and international airlines at Sochi Airport

Additionally, a 5x2-meter digital advertising structure is situated in the waiting room before the boarding gate for domestic flights. In this location, passengers spend time waiting for their flight and are exposed to the advertising creatives on the screen. Another advantage of this placement is that there is an exit from duty-free stores opposite the screen, which ensures a constant flow of customers.

Digital screen in the domestic flight departure lounge at Sochi Airport

We have analyzed the most noteworthy examples of DOOH/OOH integration in Russian airports. However, this represents only a partial list of the available placement options. The number of advertising structures continues to grow annually. For more detailed information on DOOH trends, market volumes, and leading categories, please refer to our special article. 

RMAA has extensive experience in conducting DOOH/OOH advertising campaigns in Russia and the CIS, including advertising in airports and other locations. To discuss the details of your project, please contact our manager by filling out the application form in the contacts section. We guarantee prompt feedback and will prepare several winning strategies for your consideration. 

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