Alexander Epin, Head & Co-Owner of TMG (Transit Media Group), Russia’s largest transit media operator, talks about the company’s outlook on transit media advertising in an interview to Rajiv Raghunath. Alexander, who is also Co-Chairman of the ACAR OOH Committee (Association of Communication Agencies of Russia), commands 25 years of experience in senior operational and ownership role in the transport advertising business. He holds a degree in nuclear physics from St-Petersburg State Polytechnic University. Excerpts of the interview:
As the largest transit media operator in Russia, how do you ensure the competitiveness of your media vis-à-vis other OOH advertising media / formats? That is, do top brands in Russia consider transport advertising as a first choice media for advertising?
Today, transport advertising is one of the top stable media in Russia. However, it has not been the same from the start. TMG has run advertising on transport in Russia for 25 years now, since 1993. It took us colossal longterm work in the administrative, political and industry areas to make this administratively dependent medium into a reliable and solid channel.
Market situation has also played a significant role in this. Recent administrative reforms in the static outdoor market that resulted in dramatic decrease of billboards inventory – has also affected the shape of the media landscape. For instance, in Moscow the number of billboards has reduced from 22,000 to 8,500 units. Part of the inventory has been replaced by digital installations which are meant to become the driver of the OOH market growth. However, the number of digital installations in Moscow is about 250 units for the 15-million megapolis. So, the volume of classic segment in the next 5 years will still remain around 64% of the outdoor pie. In keeping with this, public transport advertising gains the new role within the segment. Firstly, because transport reform in a budget-generating city of Moscow has provided us with brand new inventory – the so called Iconic Blue Bus.
Secondly, with the historical city centres becoming almost free of large outdoor formats, public transport, thanks to its ubiquity, is the only medium that can still deliver up to 45 sq. m. of outdoor advertising right in the main city avenue.
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