Advertising in Moscow Metro Stations: Statistics, Formats, and Best Practices

This article provides a detailed overview of key statistical indicators and features of advertising at Moscow metro stations. Over the past two years, advertising budgets of Russian brands in the metro have grown 4.5 times, with leading categories including banks, marketplaces, and real estate. Digital and static media are now measured using standard media metrics like OTS (Opportunities-to-See) and GRP (Gross Rating Point), allowing advertisers to plan campaigns similarly to TV and digital. The average campaign duration at metro stations ranges from 6 to 12 months, ensuring prolonged audience contact. Below is a detailed breakdown of each of these topics.

Growth Dynamics of Metro Advertising Budgets

Over the past two years, advertising budgets of Russian brands in the Moscow metro have increased 4.5 times following the departure of foreign advertisers from the market, leading to a sharp rise in the share of domestic advertisers at underground stations. According to Russ company data, the number of Russian advertisers in the metro grew by 81% during the same period, confirming the intensity of Russian market players filling the niches left by foreign brands.

Leading Advertiser Categories

In the 2023 placement structure, the banking sector leads in investment volume (28%), followed by marketplaces (22%) and the real estate segment; together, they account for over half of all advertising investments in the Moscow metro. The activity of these categories is explained by high competition in the digital environment: banks and marketplaces aim to increase offline brand recognition, while developers actively attract buyers for new properties through targeted OOH campaigns. Formats vary from static lightboxes to multimedia city formats in passageways.

Implementation of OTS and GRP Media Metrics

The metro has, for the first time, received comprehensive OTS (Opportunities-to-See) and GRP (Gross Rating Point) data, thanks to joint projects between operators and independent measurement companies.

In April 2022, Russ Outdoor introduced the first OTS and GRP for its surfaces in Moscow based on Admetrix research, enabling campaign planning using the same models as TV and DOOH—based on reach and contact frequency.
Earlier, in late 2018, "Prospekt" and "ESPAR-Analyst" developed a methodology for measuring media metrics for in-carriage advertising in the St. Petersburg metro, setting the foundation for subsequent projects across Russia.
Since June 2024, Admetrix has been updating the OTS and GRP database monthly for over 13,000 outdoor surfaces in the Moscow region, including objects beyond the Moscow Ring Road (MKAD), allowing agencies to adjust media plans promptly.
The calculation methodology retains the basic principles of counting surface contacts for the 18+ audience, and the extended report considers gender, six age groups, and three income levels—all data is anonymized in accordance with the law.

Optimal Campaign Duration

Longevity is a key success factor in the metro format. According to industry players, the average campaign at stations and in carriages lasts from 6 to 12 months, whereas previously, rental periods for structures often did not exceed one month. Longer placements help "embed" the message into passengers' consciousness: with frequent daily contact, the advertising remains noticeable and memorable.

Design Specifics and Location Selection

Metro advertising design is strictly governed by quick perception and location specifics.

A passenger has only 1–3 seconds to scan a poster or screen, so fonts must be large (at least 150 mm in height for key words) and contrast with the background.
Visual conciseness is the most important factor: no more than 6–7 words in the headline, simple images without small details or unnecessary elements, so the message is "read" instantly.
Locations with the highest traffic (transfer halls, commercial vestibules, exits to ticket offices) provide maximum OTS: at some stations, a single surface generates up to 120,000 contacts per day, comparable to the best outdoor formats.
Consider the "passenger's route": stops near escalators and in passageways remain in the field of vision the longest. Corner positions and areas in front of ticket offices, where people stop and wait in line, are especially valuable.

The implementation of media metrics, deep audience understanding, and strict design requirements allow advertisers to use the metro as a highly effective OOH channel, comparable in planning accuracy to digital and TV.

Metro Audience and Its Behavior

The Moscow Metro is one of the busiest in the world, transporting about 6.99 million passengers daily and generating ≈2,169.4 million trips per year.

The main age group of passengers is 25–64 years old, accounting for over 90% of the audience for digital screens in major Russian cities. This demographic is particularly valuable for segments like banks, marketplaces, and real estate, which target solvent clients.
The time to descend and ascend at deep stations can reach 5 minutes, increasing the effective "window" for engaging with indoor media (lightboxes, stickers, city formats) and enhancing message recall.
Significant peak hours are the morning and evening "rush hours" (7:30–9:30 and 17:30–19:30), when passenger flows are densest; outside peak periods, the average passenger movement speed is lower, allowing slightly more time for content perception.

Comparison of Static and Digital Formats

Modern advertising in the Moscow metro is represented by two main types of formats—static (posters, stickers, wall and carriage branding) and digital (DOOH screens, digital panels, media facades at stations). Each has its advantages depending on campaign goals.

Static Formats:

Advantages:
- Long contact time—especially in trains, where passengers spend 10–30 minutes.
- High memorability—due to trip frequency and repetition of the same advertisement.
- Excellent for image campaigns with concise and powerful visuals.
Placement Examples:
- Branding of platforms, columns, carriages, and doors.
- Stickers on doors and windows, posters in passageways.

Digital Formats (DOOH):

Advantages:
- Flexibility in timing and targeting: creatives can be changed based on time of day, day of the week, or even weather conditions.
- Interactivity: use of QR codes, animations, and even feedback (as in the "Moscow 24" case).
- Media metrics: campaigns can be planned and evaluated using familiar OTS and GRP metrics, bringing it closer to TV and internet advertising.
Placement Examples:
- Digital screens on platforms, in vestibules, above turnstiles, and inside carriages.

When to Choose What:

For long-term campaigns focusing on reach—static formats.
For dynamic, interactive, and measurable advertising—digital formats.

Practical Recommendations for Planning and Evaluating Effectiveness

Format and Location Selection. When choosing the optimal combination of format and location in the metro, it is important to consider both passenger behavior and the specifics of each platform and zone:

Digital city formats and video walls in vestibules
Recommended for commercial stations with high pedestrian traffic (e.g., in the center, near shopping and business centers). Here, passengers spend more time during transfers and in ticket zones, so dynamic content (animation, video, rotating creatives) has time to "work" and attract attention.
DOOH screens on platforms
Effective at stations where trains make long stops (deep stations, major transfer points). Such screens allow for real-time message changes—linking displays to peak hours, weather conditions, or current promotions—and using QR codes for direct conversion.
Stickers and lightboxes in carriages
Suitable for reaching regular passengers: creative stickers on doors and lightboxes above seats act as reminders with each trip. Particularly effective during evening hours and in "residential" districts where people return home after work.
Posters and column branding in passageways
Used for short-term but high-frequency reach: even a 3–5-second wait for an escalator provides time to "read" a concise slogan and remember the visual. Ideal for promotional campaigns with urgent offers—sales, seasonal discounts, opening of new retail outlets.
Station Selection Recommendations
- Central hubs (Biblioteka Imeni Lenina, Teatralnaya, Park Pobedy, etc.) provide maximum reach—up to 200,000 contacts per day.
- Transport and transfer hubs (Kievskaya, Kurskaya, etc.) are best suited for DOOH campaigns with interactive elements.
- Residential districts and outskirts (Shchelkovskaya, Marino, Strogino, etc.)—prioritize static formats and carriage branding for regular reminders of your offer.

Creative Design. Use large, contrasting fonts and concise images—a passenger sees the advertisement for no longer than 1–3 seconds and must be able to process the information instantly.

Campaign Duration. Plan placements for at least 6 months: statistics show that optimal brand recognition and growth in "offline" sales conversion are achieved precisely with prolonged contact (up to 12 months).

Effectiveness Measurement. Use OTS and GRP metrics, which have been provided by metro operators and agencies since 2022—this allows comparing metro campaign results with TV and digital and adjusting the budget in real time.

Integration of Online and Offline Channels. Add QR codes to digital creatives and encourage passengers to visit landing pages or apps—modern DOOH campaigns generate up to 20% additional digital traffic compared to classic static billboards.

These practical steps will help maximize the potential of the Moscow Metro, ensuring both broad reach and deep engagement with your target audience.

If you are planning to place advertising in the Moscow Metro and want to achieve maximum effect, we are ready to assist you at every stage—from selecting optimal locations and formats to media planning considering OTS and GRP. Our experience allows us to adapt campaigns to brand goals: whether it's image promotion, sales stimulation, or new product launches. We consider the specifics of each station, audience behavior, and design nuances so that your advertising is not only noticed but also remembered.

On our website, you can select the desired stations and advertising formats directly on the interactive metro map. It's convenient, visual, and saves your time when planning a campaign.