Using Digital Outdoor and Indoor Advertising at Vnukovo Airport in Russia with a focus on the solvent audience

Large airports in Russia have an average annual attendance of over 10 million people with middle and high-income levels. Advertising placement in these airports is highly efficient, mainly due to DOOH/OOH campaigns. 

Airports utilize various surfaces for indoor placements, including digital screens, parking lots, check-in desks, floor graphics, and printed materials in the cabin. 

Vnukovo, one of the largest airports in Moscow, offers a plethora of advertising opportunities for regional and international passenger transportation. This article will delve into the details of these capabilities. 

Capacity and traffic of Vnukovo airport

Vnukovo is one of the five major airports in Russia serving over 100,000 domestic and international flights annually to destinations across Russia, the CIS, and abroad. As the only airport in Moscow connected to the metro line, it offers unparalleled convenience to travelers. The air terminal complex spans over 300,000 square meters and includes regional and international terminals with luxurious VIP lounges. The airport has a throughput capacity of up to 35 million passengers per year. In 2023, it served 14.5 million passengers.
 

The airport consists of three complexes: Vnukovo-1, Vnukovo-2, and Vnukovo-3. Vnukovo-2 and Vnukovo-3 are reserved for special flights of the Russian government, foreign countries, the Moscow government, and Roscosmos officials. 

Vnukovo-1 handles civilian regional and international transportation and includes Terminal A and a separate VIP lounge. Terminal A is the largest in Russia, occupying 5 floors:

• the first floor houses storage rooms and provides access to the underground railroad station;

• the first elevated floor handles arriving flights;

• the second elevated floor serves departing passengers;

• the third floor is dedicated to check-in for international flights;

• the fourth floor features a rest area for passengers as well as a VIP lounge.

Vnukovo has two additional terminals, B and D. Terminal B is currently under construction, while Terminal D is exclusively used for post-flight passenger and baggage inspection on selected domestic flights.

Indoor formats of international Vnukovo terminals

With its comfortable lounges, cafes, stores, and restaurants, as well as capsule hotels and business lounges, Terminal A offers a prime location for promoting foreign brands. Its international air service only adds to its appeal as a platform for advertising. 

Terminal A is the perfect venue for indoor advertising, especially in digital format. The platform's crucial role in international air transportation makes it an ideal vehicle for promoting foreign brands.

Flights are available to a diverse range of destinations:

• vacation spots popular among Russians such as Turkey, Dubai, Thailand, Maldives, Sri Lanka, and Egypt;

• CIS countries like Belarus, Uzbekistan, Armenia, Kazakhstan, Tajikistan, and Azerbaijan.

For optimal indoor placement, a large digital screen measuring 16x4m is installed in the common hall above the information board in the departure area. This location maximizes advertising visibility and ensures complete coverage of both domestic and international flight audiences.
 

Digital screen at Vnukovo Airport in the departure area of domestic and international flights

A highly effective placement option is a 3x3m digital screen situated in the main hall of terminal 18A-31A's check-in area. It is strategically positioned on the opposite wall from the entrance and directly in the path of passenger movement toward the passport control area.
 

Digital screen in Vnukovo in the main hall, zones 18A-31A

Additionally, there are two large 3x4.2m digital screens in the waiting area that offer clear views for passengers browsing duty-free goods. Although these screens are not as proximate to the departure board as other options, they still provide an excellent opportunity for advertising.
 

Digital screens in the waiting room before boarding at Vnukovo Airport, Terminal A

The screens in the waiting area are strategically placed within the passengers' field of vision. Furthermore, 18 small format digital media (0.94x1.66 meters) are installed in the departure area, positioned opposite each other.
 

Small digital screens location in the departure area of international flights at Vnukovo Airport

The international baggage claim area features double-sided digital screens measuring 0.9x1.65m on each belt. This design ensures continuous interaction with passengers, making advertising messages highly effective by reaching a wide audience during waiting periods.
 

Digital screen in the baggage claim area of Vnukovo International Terminal  

We have looked at the possibilities of Indoor advertising in the international terminal. Now let's turn our attention to the regional direction and its specifics in the context of indoor advertising.

Indoor formats of Vnukovo domestic terminals

Vnukovo Airport provides domestic air services to over 170 cities throughout the Russian Federation. 

It's services cater to passengers with medium to high-income levels and significant purchasing power. Our statistics show that travelers spend about 2.5 hours at the airport, and viewing digital advertising is one of the ways to pass the time while waiting for baggage claim and the arrival of the plane.

Two digital screens measuring 3.5x3 meters are installed in the departure lounge of domestic flights. They are positioned opposite the exit from Duty-free stores, directly in the path of constant passenger traffic.
 

Digital screens at the exit from Duty-free in the departure zone of domestic flights at Vnukovo airport

Besides, a large digital screen measuring 8x2.5 meters located in the domestic flight arrival area would be a great advertising option.
 

Digital screen in the common area above the entrance/exit in the arrivals area of Vnukovo domestic flights

The location guarantees a high volume of traffic, as it is the exit point for all passengers arriving via Vnukovo domestic air service. A significant number of these passengers choose to wait for a taxi inside the building, in front of the screen, especially during bad weather or when it is very cold outside.

Digital screens in Vnukovo VIP and business lounges

Vnukovo Airport boasts designated areas for business class and VIP lounges, in addition to the main departure zones. These areas are specifically targeted towards the most affluent passengers, making them prime locations for advertising. The business space zone is located in the Vnukovo-1 complex on the 3rd and 4th floors, offering a range of advertising options including 3x1 meter digital screens in the business and VIP lounges for domestic flights. The advertising media are strategically placed in the passenger lounge area, which is equipped with comfortable sofas and armchairs. For example, a large screen above the clock showing the time in various time zones.
 

Digital screens in business and VIP lounges of Vnukovo domestic flights

The departure waiting area on the third floor features two compact screens measuring 0.94 by 1.66 meters. Positioned facing the escalators, these screens effectively capture the attention of all passengers on that level.
 

Digital screens in the departure waiting area next to the business lounge for Vnukovo regional flights

With business lounges in this area, it is an ideal advertising target for the most affluent customers.

Advertising opportunities in the Vnukovo-3 complex

The Vnukovo-3 complex caters to a wide range of clientele, including charter flights, as well as flights of Russian sports teams, famous artists, politicians, and businessmen. Private aviation passenger services are also available on-site. The complex has various facilities, including international and domestic VIP terminals, a medical center, a modern helipad, and hangars for aircraft parking and maintenance. 

The international terminal can accommodate up to 120 passengers and the domestic terminal up to 40 passengers,  Upon arrival, passengers will find a separate counter dedicated to check-in procedures. They can rest in a special waiting room. Following check-in, passengers can enjoy a variety of amenities within the terminal, including complimentary internet access, reading materials, and a selection of snacks and beverages available for purchase at the bar. Additionally, the waiting room offers a Duty-free store, a boutique featuring gifts and souvenirs, a children's room, a lounge zone complete with a bar, and five meeting rooms.

An impressive digital screen measuring 4.3x1.1 meters is placed directly above the check-in desk in the common area. This is a highly effective way to capture the attention of passengers waiting for their departure documents to be processed.
 

Advertising screen above the passenger check-in counter of international flights Vnukovo-3

The waiting area showcases a 1.5x8 meter elongated screen that displays advertising creatives targeted at a high purchasing power audience. For example, the photo below illustrates an advertisement for premium-class apartments.
 

Digital screen in the passenger waiting area of international flights Vnukovo-3

Below, an example of reasonable use of every inch of space is shown given the low-capacity complex and limited areas suitable for large digital screens. To use space efficiently, Vnukovo-3 opted for advertising media directly marked on the columns in the common hall. The advertising media had a size of 1.44x0.64 meters.
 

Advertising screens on columns in the Vnukovo-3 common hall

The small size is balanced by a successful, viewable location.

Vnukovo Airport's location is highly advantageous, serving as a crucial transportation hub in Russia that connects the capital to various regions and international destinations. Furthermore, it provides a unique platform for DOOH advertising, enabling brands to reach a broad audience of medium and high-income passengers. Vnukovo Airport offers effective advertising solutions with a wide range of formats and strategically placed screens. 

Not only Vnukovo possesses these advantages. We have earlier written about DOOH placement opportunities in Sheremetyevo, which also operates international and regional terminals.

RMAA has extensive experience in conducting DOOH/OOH advertising campaigns in Russia and CIS countries, including advertising in airports, iconic places, and other locations. To discuss your project in detail, please contact our manager. We promise a quick response and offer optimal solutions.

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