The outdoor advertising market in St. Petersburg: features and formats
St. Petersburg is a unique city. Its architectural appearance, cultural heritage, and business activity create a unique environment for business and marketing. In this city, outdoor advertising becomes not just a method of promotion, but a true art of interacting with urban space and its residents.
Imagine: your advertising message against the backdrop of the majestic buildings of Nevsky Prospekt or among the modern developments of the Primorsky District. It can get lost in the urban noise or, conversely, become a bright accent attracting the attention of thousands of potential clients. The difference lies only in how competently you approach the choice of placement location.
According to 2025 research, outdoor advertising remains one of the most effective channels for communicating with audiences, despite the active development of digital media. In St. Petersburg, the average recall rate for quality outdoor advertising is 67%, which is 12% higher than the Russian average. Furthermore, the conversion rate from outdoor advertising in St. Petersburg is 23% higher than in other Russian cities with over a million inhabitants, excluding Moscow.
Why does this happen? St. Petersburg residents spend significantly more time on the city streets than residents of other megacities. The culture of walking, a developed system of public spaces, and the specifics of urban planning make outdoor advertising an especially effective communication tool. However, this effectiveness directly depends on the correct choice of location.
In this article, we will examine the features of the St. Petersburg outdoor advertising market and break down the main formats of advertising structures.
Current State of the Outdoor Advertising Market in St. Petersburg
In 2024, the St. Petersburg outdoor advertising market demonstrated impressive growth: According to data from AKAR, the total volume of the segment across all media exceeded 9.44 billion ₽, which is 56% more than in 2023. Already in the first quarter, the market gained momentum—the volume of outdoor advertising amounted to 1.29 billion ₽, showing a 42% growth compared to the same period last year. And for January–September 2024, total spending on all media in St. Petersburg reached 23.176 billion ₽, which is 31% more than for the same period in 2023.
The key driver of this growth was digitalization: in the first nine months of 2024, the share of digital formats in the total volume of OOH placements grew to 67%, and it was programs and screens with dynamic content that most actively increased advertisers' budgets. By the end of the year, the share of digital media in Russia exceeded half of the market—the DOOH segment grew by 82% to 54.6 billion ₽, while classic billboards decreased by 2%, amounting to 27.1 billion ₽, highlighting the overall trend of transitioning to digital.
Simultaneously, the market experienced a "whitening" effect—a sharp outflow of Western advertisers after the pandemic and imposed sanctions led to a redistribution of budgets and increased transparency. Local companies occupied the vacated niches, which also contributed to the overall recovery of the industry after the pandemic's blow and the departure of foreign brands.
Analysts from AKAR North-West and industry experts predict that in 2025, the St. Petersburg outdoor advertising market will continue to grow at double-digit rates—around 15–20%. If such rates are maintained, the total volume of the OOH segment could surpass the 11–12 billion ₽ mark by the end of the year, with digital formats, programmatic buying, and new large media facades remaining the main locomotives.
Legislative Features and Restrictions on Outdoor Advertising Placement in St. Petersburg
St. Petersburg, as a city with rich historical and cultural heritage, has special requirements for the placement of outdoor advertising. Legislative regulation in this area is aimed at preserving the city's architectural appearance and preventing visual pollution of the urban environment.
Main legislative acts regulating the placement of outdoor advertising in St. Petersburg:
Federal Law "On Advertising" No. 38-FZ, which establishes general principles and requirements for advertising.
St. Petersburg Law "On the Placement of Advertising Structures in St. Petersburg," defining the specifics of advertising placement in the city.
Decrees of the Government of St. Petersburg regulating the scheme for placing advertising structures and the procedure for issuing permits.
Key Restrictions and Features:
The historical center of the city (the area included in the UNESCO World Heritage List) has the strictest restrictions. The placement of large-format advertising structures, as well as structures that cover architectural elements of buildings or disrupt the historical appearance, is prohibited here.
Protected zones of historical and cultural monuments also have restrictions on outdoor advertising placement. For installing advertising structures in these zones, coordination with the Committee for State Control, Use and Protection of Historical and Cultural Monuments (KGIOP) is required.
A unified city style — in St. Petersburg, there are requirements for the appearance of advertising structures, their sizes, and technical characteristics. This ensures the harmonious integration of advertising into the urban environment.
The coordination procedure for outdoor advertising placement in St. Petersburg is more complex and lengthy compared to other Russian cities. It involves obtaining permits from several authorities, including the Committee for Press and Interaction with Mass Media, and in some cases—KGIOP and the Committee for Urban Planning and Architecture.
Scheme for placing advertising structures — the city has an approved scheme defining locations where the installation of advertising structures is permitted. Placement outside this scheme is prohibited.
These restrictions create certain difficulties for advertisers, but at the same time increase the value and effectiveness of legally placed advertising, as it does not get lost in visual noise.
Comparison with Other Russian Cities
The outdoor advertising market in St. Petersburg has a number of differences from other Russian cities:
Placement cost in St. Petersburg is on average 30-40% higher than in other cities with over a million inhabitants (excluding Moscow), but 15-45% lower than in the capital. This reflects both the high effectiveness of advertising in the city and the limited supply of quality locations.
Seasonality is more pronounced than in other cities. The summer period, especially the time of white nights and the tourist season, is characterized by increased demand for advertising surfaces and, accordingly, higher prices.
Digitalization of outdoor advertising in St. Petersburg is happening faster than the Russian average. The share of digital formats significantly exceeds the Russian average.
Legislative restrictions in St. Petersburg are stricter than in most other Russian cities, which is related to the city's special status as a cultural heritage site.
The audience for outdoor advertising in St. Petersburg is characterized by a high level of education and cultural receptiveness, which requires an appropriate approach to creating advertising messages.
Integration with the urban environment — in St. Petersburg, outdoor advertising often becomes part of the cityscape and even an element of urban design, especially when it comes to modern digital formats.
Types of Advertising Structures in St. Petersburg
Choosing the right format for an advertising structure is one of the key factors for a successful advertising campaign. St. Petersburg offers a variety of different types of advertising media, each with its own features, advantages, and limitations.
Billboards (6x3 panels) and Their Effectiveness
Billboards sized 6x3 meters are the classic and most common format of outdoor advertising in St. Petersburg. According to 2025 data, over 3000 such structures are installed in the city.
Features and Advantages:
High visibility — the large format ensures good visibility from a distance.
Broad audience reach — billboards are usually placed along busy highways and at intersections with intensive automotive and pedestrian traffic.
Accessibility — relatively low placement cost compared to other formats when calculated per thousand contacts.
Flexibility — the ability to choose individual locations or form a network of several structures.
The average OTS (Opportunity To See) indicator for billboards in St. Petersburg is 50-70 thousand contacts per day for structures located on main highways. At the same time, the cost per thousand contacts (CPT) varies from 15 to 30 rubles, making this format one of the most effective in terms of price/reach ratio.
Optimal Application:
Image campaigns with broad reach
Informing about new products or services
Supporting other advertising channels
Navigational advertising (indicating directions to a point of sale)
Supersites and Large-Format Structures
Supersites are large-format advertising structures, typically sized 12x4, 12x5, or 15x5 meters. There are about 150 such structures in St. Petersburg, predominantly located along major highways and at city entrances.
Features and Advantages:
Maximum visibility — the enormous size makes the advertising impossible to ignore.
Prestige — placement on supersites is associated with large, successful brands.
Long contact time — especially effective in areas with traffic jams.
Possibility to create non-standard creative solutions — extenders, 3D elements, special lighting.
Supersites provide up to 100-120 thousand contacts per day on key highways. CPT is 35-50 rubles, which is higher than for standard billboards, but compensated by higher contact quality and memorability.
Optimal Application:
Premium brands and products
Launch of new products with high budgets
Image campaigns requiring maximum visual impact
Advertising for cars, real estate, and other high-value goods
City Formats and Bus Shelter Pavilions
City formats are advertising structures sized 1.2x1.8 meters, installed in pedestrian zones, at public transport stops, and along sidewalks. There are over 2000 such structures in St. Petersburg.
Features and Advantages:
Proximity to the audience — placement at pedestrian eye level ensures high contact quality.
Targeting by district — possibility for pinpoint coverage of specific city districts.
Long contact time — especially at public transport stops where people spend an average of 5-10 minutes.
Possibility of double-sided placement — increases audience reach.
Protection from weather conditions — structures usually have lighting and protective glass.
The average OTS indicator for city formats is 8-15 thousand contacts per day depending on location. CPT varies from 20 to 40 rubles, but the contact quality is significantly higher than for billboards, thanks to proximity to the audience and longer interaction time.
Optimal Application:
Local businesses (restaurants, beauty salons, fitness clubs)
Detailed advertising messages with a lot of text
Advertising for everyday goods
Announcements of cultural events and entertainment
Media Facades and Digital Screens
Media facades and digital screens are the most modern and fastest-growing segment of outdoor advertising in St. Petersburg. These are LED screens of various sizes, from small digital city formats to huge media facades covering an entire building wall.
Features and Advantages:
Dynamic content — ability to display video clips and animation.
Placement flexibility — advertising messages can be changed throughout the day or week.
Time-based targeting — different messages at different times of day.
Interactivity — possibility for interaction with the audience via QR codes or special applications.
High visibility — especially in the evening and at night.
Programmatic buying — possibility for automated purchase of advertising time with targeting based on various parameters.
The effectiveness of digital formats varies depending on size and location. Large media facades in the city center can provide up to 150-200 thousand contacts per day, while small digital screens provide from 5 to 30 thousand. CPT for digital formats is higher than for static ones, ranging from 40 to 100 rubles, but this is compensated by higher contact quality and the ability to flexibly manage the campaign.
Optimal Application:
Innovative brands and technological products
Campaigns with frequent creative changes or special offers
Announcements of events
Integration with digital campaigns and social media
Non-Standard Outdoor Advertising Formats
In addition to traditional formats, non-standard solutions in outdoor advertising are actively developing in St. Petersburg:
Brandmauers — large-format advertising structures on blank walls of buildings. Especially effective in the historical part of the city, where the placement of other formats is limited.
Roof installations — volumetric structures on building roofs, often with lighting. Provide high visibility and prestige.
Projection advertising — light projections onto building facades or asphalt. An innovative format that attracts attention with its unusualness.
Ambient advertising — non-standard advertising media integrated into the urban environment (benches, trash cans, lampposts, etc.).
Art objects with an advertising component — creative installations that become part of the cityscape and simultaneously perform an advertising function.
Non-standard formats usually have a higher cost but provide maximum visibility and memorability. They are especially effective for creating a viral effect when people themselves spread information about unusual advertising on social media.
Optimal Application:
Creative campaigns with high budgets
Launch of new products requiring maximum attention
Image campaigns for premium brands
Special projects and collaborations
From Theory to Practice: How to Achieve Maximum Effectiveness
Outdoor advertising in St. Petersburg is a powerful marketing tool that, when used correctly, can provide a high return on investment. However, to achieve maximum effectiveness, a comprehensive approach is necessary, including:
Thorough campaign planning taking into account goals, target audience, and seasonality.
Choosing optimal locations based on traffic analysis and audience characteristics.
Creating memorable creative adapted to the specifics of the chosen format.
Integrating outdoor advertising with other communication channels to create a unified marketing ecosystem.
Monitoring and analyzing effectiveness for prompt campaign adjustments.
Our agency specializes in outdoor advertising placement in St. Petersburg and is ready to offer you a comprehensive solution, including selection of optimal locations, development of a creative concept, and full support for your advertising campaign. We provide personal discounts and individual media plans that consider the specifics of your business. Leave your contact details — we will contact you shortly to discuss details and propose the best advertising placement options.
To simplify the planning process, we have prepared a convenient interactive map of advertising surfaces in St. Petersburg. With its help, you can select structures by district, cost, and format, evaluate available options, and plan an optimal placement route.
In the next articles of our series, we will examine the features of various districts of St. Petersburg for outdoor advertising placement, criteria for selecting effective locations, placement strategies for different business categories, and recommendations for media planning and effectiveness measurement.