Features of Digitalization of the Russian Outdoor Advertising Market

The advertising market has long been a separate branch of the economy. Its tasks may include providing and meeting the needs of subjects in advertising services. This market is developing very dynamically. The reason for this is the impact of a large number of different factors. The introduction of digital technologies has made outdoor advertising more accessible, thereby enabling a much wider number of advertisers to use it in their advertising campaigns. Thus, the first wave of digitalization not only created a new DOOH (Digital Out-of-home) advertising market, but also opened it up to about two percent of the total list of advertisers who previously could not use it due to a limited budget. DOOH advertising is often used in the marketing mix. At the same time, the degree of its impact on the potential consumer is poorly understood. One of the main reasons for this is digital technologies, which appeared in this area not so long ago, and led to its serious changes. These changes affected not only the content, the method of its presentation, but also the methods of its placement, as well as the aggregation of data on how successful the advertising message was. This work is devoted to the place of DOOH in the marketing mix and what kind of trouble awaits it in the short term. To answer these questions , a number of experts who are engaged in activities related to DOOH media and the placement of advertising and informational messages on them were interviewed. The practical significance of this thesis is due to the process of integration of communications, as well as the increasing outflow of advertising budgets to online advertising. It also aims to answer the question of how to make the sphere of DOOH advertising more attractive to advertisers. The theoretical significance of this work is due to the lack of knowledge of the topic and should serve as a tool for further research.