Installing a billboard along the road. Own business on the rental and installation of billboards

How to install an advertising structure along the road. How to put up a billboard

However, keep in mind that this is not an easy task, requiring the rental of an agp and special skills in this matter.

Places for advertising on the site in Yanaul

The Internet is increasingly entering our lives, increasing its presence in the new business space. For those who do not want to miss new markets, we begin to provide new service— placement of advertising on the site "Option-52".

What is a banner?
A banner is a graphic (static or animated) element on website pages with short enticing information that stimulates a click. By clicking on the banner, the user goes to a page with more detailed information about the advertised product, work or service.

Cross-cut banner in the header
Banner standard size 728 by 90px with an active link, located on each page of the site, right in the header, which increases its clickability. The cost of placement is 2000 rubles per month.

Cross-cutting banner in the right column
A banner with a width of 240 and a height of 100 to 400px with an active link will be placed on the first screen in the right column on each page of the site. The cost of placement is 1000 rubles per month for a banner with a height of 100px, plus 300 for each additional 100px.

Cross-cutting banner in the right column in the "Ads" section
Banner 240 wide and 400px high will be placed in the right column on each page of the "Ads" section (more than 400 pages). It is possible to move vertically, for example, so that the advertisement of a car shop is next to advertisements for the sale of cars, etc. The cost of placement is 400 rubles per month without an active link, 800 rubles with an active link.

Other options for advertising on the site
Other accommodation options available advertising banners on the site, on specific pages, for example, advertising taxis on pages with bus timetables, etc., as well as posting advertising articles.

How to put up a billboard in the city?

Ready to consider all your suggestions.

Send all applications by e-mail: [email protected] marked " Advertising on the website"

About the site "Variant-52"

The site was created over five years ago. News is published reference Information, private ads. During its existence, the site has gained high positions. Well indexed search engines.
Thematic citation index of the site to date -

Separately about attendance. On average, the site is visited by more than 4 thousand people a day, and if you look at the presented graph, you can clearly see that the peak of traffic falls on weekdays, which means that the site's audience mainly consists of working people, respectively, with purchasing power.
Included in the top ten most visited sites of the Republic of Bashkortostan according to the portal

APPROVAL OF OUTDOOR ADVERTISING

• there is no need to obtain permission from the municipal authorities to install advertising materials;
• no need to sign a contract with the owner land plot;
• there is a ready-made metal frame;
• the design will fully comply with safety requirements;
• ensuring timely repairs and maintaining the structure in perfect condition.
• But, at the same time, your own billboard provides the following features:
• independently change advertising, if necessary;
• use both sides of the shield for advertising;
• rent out for a certain profit.

If the billboard is located in the immediate vicinity of motorways, which is the case most often, then the approval of the relevant authorities is also required here. Attaching the banner on the road brings more and more effect, as it will be seen by both pedestrians and drivers and passengers of passing cars.

If model development is required, a turnkey shield can be installed. This will provide the following benefits:

1. layout development from professionals;
2. creating a banner on one of the selected materials;
3. installation on one or more boards;
4. maintenance, timely replacement of lighting, repair of obsolete elements or fasteners.

The cost of installing advertising banners over motorways directly depends on the materials used, as well as on the side of placement. Of course, if the banner is installed facing passing cars, then the price will be higher than against traffic. If finances allow, it is advisable to install billboards on both sides, for greater efficiency. The costs will fully pay off, due to the expansion of the clientele.

To promote goods and form a positive image of the company, advertising on billboards will be effective. This type of advertising medium allows you to get a wide coverage of a potential audience in a particular location. It is effective to advertise goods and services of mass demand on outdoor billboards.

Billboard advertising: effectiveness, pros and cons

Billboard advertising is one of the most popular and effective communication tools. necessary information consumer. Billboard (bill board, bigboard) - a large-format advertising structure, which can be made in different sizes and configurations, is placed on street highways, busy areas with a large traffic and passenger flow, as well as on the walls and roofs of buildings.

Evaluation of effectiveness, advantages and disadvantages

When evaluating the effectiveness of placing an advertising message on such media, it is necessary to calculate the number of possible advertising contacts, taking into account the volume of the total potential audience in a particular location. To obtain such indicators, with the help of special techniques and with the use of coefficients, the main components of the target audience are measured: pedestrian flows, flows of personal and public vehicles.

Efficiency mark

Assessing the impact of a particular design on a potential audience, the following characteristics are studied:

• visibility distance and visibility obstructions;
• transport position and width of the carriageway;
• angle of rotation;
• distance to the traffic light;
• the presence of competing designs.

The calculation of the efficiency indicator is carried out by the methods of mathematical modeling, taking into account the assessments of experts.

Advantages

• Wide coverage.

  How to put up a billboard

  Thanks to their large dimensions (from 18 sq.m.), billboards provide viewing of an advertising message by a large number of target audience. Potential consumers who do not watch TV, do not read the press, most often pay attention to such outdoor advertising. These are people with high employment, with average and high level income, and it is for this segment of customers that advertising of most products is designed.

• Possibility of territorial selection of placement.
• Kudos.
• Unobtrusiveness.
• Locality.
• High price. The price for renting one side of the billboard is from $250 per month, while the recommended placement period is from three months, since people do not begin to notice advertising from the first day.
• Oversaturation. The perception of advertising is difficult due to the fact that a large number of structures are installed in popular places. In order to stand out from competing billboards, custom configurations and backlighting can be used.

disadvantages

For what types of activities it is effective to use advertising on billboards

The qualitative characteristics of the advertising medium must be considered in relation to the type of activity that needs to be advertised. When choosing promotion tools, the following factors are evaluated: coverage area, distribution methods, target audience, advertising budget, and many others.

• trade and entertainment centers, shops, salons;
• cinemas, nightclubs;
• establishments Catering- cafes, restaurants, fast foods;
• sports and fitness clubs;
• law firms, notary and law firms;
• car dealerships and national car manufacturers;
• banks, insurance companies and other institutions providing services to the population;
• private medical and dental clinics, pharmacies;
• exhibition companies (before events);
• major political parties and public organizations, government agencies.

and ineffective for:

• manufacturing enterprises producing B2B goods;
• enterprises producing consumer goods for import.

• perception efficiency. Lettering and pictures should be large and bright, as they will not be readable from a distance.
• Choice of material for the poster. Special papers ( blueback, backlit) are suitable for a short rental period - 1-2 months, vinyl banner sheet - for up to 1 year.

Comparative analysis for specific types of goods

Evaluation of the effectiveness of placement on billboards for two groups of goods: the production of three-dimensional tiles and a mini-farm for breeding chinchillas.

Volumetric tiles production

For a manufacturing company that manufactures and sells tiles with a 3D effect, placement on a billboard will be effective under the following conditions:

• If the target audience is the end consumer. In advertising layouts, it is necessary to indicate specific addresses of stores, or contacts of dealer companies.
• Rent of an advertising structure next to a store or industrial premises where tiles are sold.
• Availability of an advertising budget from $500/month.
• Development of a memorable advertising layout.

Organization of a mini-farm for the production of chinchillas

For such a business, placement on billboards will be ineffective, since the main sale is carried out in specialized ateliers and pet stores using direct sales methods.

Pyotr Stolypin, 2013-09-21

Questions and answers on the topic

No questions have been asked for the material yet, you have the opportunity to be the first to do so

How to put up a billboard?

Road billboard installation

• there is no need to obtain permission from the municipal authorities to install advertising materials;
• do not have to conclude a contract with the owner of the land;
• there is a ready-made metal frame;
• the design will fully comply with safety requirements;
• ensuring timely repairs and maintaining the structure in perfect condition.
• But, at the same time, your own billboard provides the following features:
• independently change advertising, if necessary;
• use both sides of the shield for advertising;
• rent out for a certain profit.

If the billboard is located in the immediate vicinity of motorways, which is the case most often, then the approval of the relevant authorities is also required here. Attaching the banner on the road brings more and more effect, as it will be seen by both pedestrians and drivers and passengers of passing cars.

If model development is required, a turnkey shield can be installed. This will provide the following benefits:

1. layout development from professionals;
2. creating a banner on one of the selected materials;
3. installation on one or more boards;
4. maintenance, timely replacement of lighting, repair of obsolete elements or fasteners.

The cost of installing advertising banners over motorways directly depends on the materials used, as well as on the side of placement. Of course, if the banner is installed facing passing cars, then the price will be higher than against traffic. If finances allow, it is advisable to install billboards on both sides, for greater efficiency. The costs will fully pay off, due to the expansion of the clientele.

We offer the following list of federal laws related to the implementation of advertising activities:

• Federal Law of March 13, 2006

  Billboard on the road

• tax code Russian Federation;
• Code of the Russian Federation on Administrative Offenses dated December 30, 2001 No. 195-FZ;
• Federal Law of May 7, 2013

Own business on the rental and installation of billboards

Their production requires precision, accuracy and, of course, special equipment. This category allows you to draw the attention of the consumer to the location of various shopping and entertainment centers, manufacturing companies, car dealerships and other commercial organizations. Among other things, advertising structures include non-standard lighting and dynamic installations.

Important nuances In this field of activity, the most serious snag is the coordination of each individual place where the billboard will be installed. To install it on the territory of any settlement, it is required to conclude an appropriate agreement with the administration or the tenant of the land plot. If the shield needs to be placed on a residential building, a written agreement of the residents is mandatory.

How to make money renting billboards

This will allow working on a simplified taxation system and financial reporting. However, for large scale production outdoor advertising better to choose LLC. Marketing The search for clients begins with a list of services and a price list.

Attention

You should not decide on the price in the process, so to speak on the client it will show you not with better side and turn off customers. At first, it will be difficult to grab a large customer, so focus on a small entrepreneur. The method of good promotion of services will be the provision of installments for a large-scale order, as well as the provision of discounts.

Add free services to the price list. For example, free installation or layout development. Perhaps the cost of these works will be included in the price of the finished product, but the fact of free offers will attract the buyer. Get creative with your own advertising. Let it be your calling card.

How to make money on billboards?

billboard installation business

That is, not everything is called advertising, what it is. To begin with, you can produce small, maybe not even very expensive, but in demand products, and then, having expanded the list of equipment, accordingly move on to larger and more expensive outdoor advertising. Before we start Outdoor advertising at each stage of its production allows its manufacturer to earn: 1. Direct earnings on the production of a finished advertising product, the cost of which, as a rule, is 2 or even 3 times higher than the cost of raw materials.

2. Installation of outdoor advertising income from the difference between the cost of installing advertising for the customer and the cost of the installation team. 3.

How to install a billboard in the city

The installation of a billboard should be preceded by many procedures: approvals and permits. But before going through the authorities, it is necessary to register an individual entrepreneur or LLC. No one will talk to an ordinary individual.

How to make money on outdoor advertising-city-format

The next issue in this case will be the process of creating advertising. Of course, you can agree with clients at the beginning that you will not be engaged in the creation of an advertising canvas. However, this is extremely unprofessional and can be intimidating. potential customers still at the application stage.

It would be advisable to hire a person for these cases who knows firsthand various graphic editors and will be able to make the desired layout in the shortest possible time, which, after printing, will be stretched onto the finished billboard advertising frame. However, if this option does not suit you, you can study programs such as Adobe Photoshop or the same CorelDRAW yourself. These are powerful programs for working with graphics. They may well help you make exactly the billboard your client wants.

The outdoor advertising market has once again been under threat due to the entry into force of the new GOST on the maintenance of roads. New rules from September were supposed to prohibit the placement of billboards on the roadway and sidewalks, which could affect about 80% of the market. However, in last moment after the intervention of Moscow Mayor Sergei Sobyanin, their entry into force was delayed until the summer of 2019.

National association visual communications(NAVK), with the participation of officials, is preparing changes to the new GOST on the requirements for roads, Kommersant was told in the NAVC. GOST, which came into force on September 1, actually prohibits placing billboards on the roadway, sidewalks, dividing strips and roadsides - advertising there must be removed within three hours after detection. In the case of its use, more than 1.5 thousand.

Billboards on federal highways

Since March 2016, the placement of outdoor advertising near roads has been regulated by another GOST “Outdoor Advertising on Highways…”. It, too, at first contained harsh restrictions on advertising, added at the initiative of the Ministry of Internal Affairs, but after the protest of market participants and the intervention of the administrations of Moscow and St. Petersburg, then First Deputy Prime Minister Igor Shuvalov softened the standard.

The GOST on equipping roads, which appeared at the end of 2017, unexpectedly for the advertising market, offered new restrictions for business. It was supposed to come into force in June, but the advertisers managed to get it postponed until September, while the NAVK appealed to Moscow Mayor Sergei Sobyanin and to the appeal commission of Rosstandart. In July, Mr. Sobyanin wrote to Prime Minister Dmitry Medvedev that the application of the new GOST regarding advertising "is unacceptable in the current development of the city" (Kommersant has a copy of the letter). Requirements for advertising were included in GOST without discussion with the government of Moscow and contradict the provisions of the GOST profile for the market, the mayor noted. He asked the Prime Minister not to include the new GOST in the list of mandatory until amendments are made to it. Mr. Medvedev instructed his deputy Dmitry Kozak to take into account the position of the Moscow mayor's office and report on the proposals, two Kommersant sources familiar with the contents of the correspondence say.

The Moscow authorities turned to the government “with concern about possible radical changes in this area,” confirms the head of the Moscow Department of Advertising and Media, Ivan Shubin: “It was instructed to work out the issues of eliminating contradictions, it is important that the advertising industry be preserved. So far, the deadline for entry into the requirements for advertising media under the new GOST has been delayed until July 1, 2019. We will continue to insist on eliminating unnecessary and industry-contradictory requirements for advertising structures.”

Toughening for outdoor advertising is lobbied by the Ministry of Internal Affairs. As Kommersant reported, the traffic police has prepared a strategy to reduce road accidents until 2024, among the proposed measures of which is to reduce the number of billboards along the roads. “In making decisions about commercial interests, it is necessary to adhere to security priorities. In most civilized countries, advertising structures are removed from the roads, as they not only do not decorate the roadway, but also distract the driver’s attention,” emphasizes Natalya Agre, deputy head of the public council of the Ministry of Transport.

The existing GOST for outdoor advertising was approved after studying "all available scientific research» about security traffic when installing boards, the government of Moscow, the Moscow region and St. Petersburg is actively involved in all these issues, recalls the managing director of Russ Outdoor Jean-Emmanuel de Witt. "The entry into force of the standard, which excludes the possibility of installing new and further operation of existing advertising structures, would entail disastrously negative consequences for businesses throughout Russia," he fears. For seven years, the share of outdoor advertising has already decreased to 10% of the total advertising market. “Such facts at the regulatory level can destabilize the situation in the industry. Business stability is ensured by the consistency of the policy pursued by the legislator,” agrees the Deputy General Director for legal matters company "Laysa" Mikhail Manzheley.

Anna Afanasyeva, Ivan Buranov

The newspaper "Kommersant" No. 161 of 09/06/2018, p. 7

9. The installation of an advertising structure is allowed if there is a permit for the installation of an advertising structure (hereinafter also referred to as a permit) issued on the basis of an application from the owner or other legal owner of the relevant immovable property specified in parts 5-7 of this article or the owner of the advertising structure by the local self-government body of the municipal district or by the local government of the city district, in the territories of which it is planned to install an advertising structure.

Outdoor advertising has problems on the roads

Installation of an advertising structure without permission (unauthorized installation) is not allowed. In case of unauthorized installation of an advertising structure again, it is subject to dismantling on the basis of an order from the local self-government body of the municipal district or the local self-government body of the urban district in whose territories the advertising structure is installed.

11. The application referred to in paragraph 9 of this Article shall be accompanied by:

1) data on the applicant - an individual or data on state registration legal entity or state registration individual as an individual entrepreneur;

2) confirmation in writing the consent of the owner or other legal owner of the relevant immovable property specified in paragraphs 5-7 of this article to attach an advertising structure to this property, if the applicant is not the owner or other legal owner of the immovable property.

12. The local self-government body of a municipal district or the local self-government body of an urban district is not entitled to require the applicant to submit documents and information that are not related to the territorial location, appearance and technical parameters of the advertising structure, as well as to charge, in addition to the state fee, an additional fee for the preparation, execution, issuance of a permit and other actions related to the issuance of a permit.

13. The local self-government body of a municipal district or the local self-government body of an urban district independently coordinates with the authorized bodies necessary for making a decision on issuing a permit or refusing to issue it. At the same time, the applicant has the right to independently obtain such approval from the authorized bodies and submit it to the local government body of the municipal district or the local government body of the urban district.

14. A decision in writing to issue a permit or to refuse to issue it must be sent by the local government body of the municipal district or the local government body of the city district to the applicant within two months from the date of receipt from him required documents. An applicant who has not received within the specified period from the local government body of the municipal district or the local government body of the city district a decision in writing on the issuance of a permit or on the refusal to issue it, within three months has the right to apply to a court or arbitration court with an application for recognition of the inaction of the relevant local government is illegal.

Article 14.37 of the Code of Administrative Offenses of the Russian Federation regulates violations of the requirements for the installation of an advertising structure:
Installation of an advertising structure without a permit for its installation provided for by law and (or) installation of an advertising structure in violation of the requirements of the technical regulation, with the exception of cases provided for by Part 2 of Article 11.21 of this Code -
shall entail the imposition of an administrative fine on citizens in the amount of one thousand to one thousand five hundred roubles; on the officials- from three thousand to five thousand rubles; on the legal entities- from fifty thousand to eighty thousand rubles.

All the best!

How to install a billboard in the city

Advertising on the road

Advertising on the road carried out by billboards , billboards installed along roads, highways, streets, highways . Using advertising on the road, you can get the maximum coverage of the target audience. Advertising on the road allows you to cover only the streets, districts and routes you are interested in, to convey your advertising message to potential customers. In most cases, billboards 3x6 meters in size are installed along the roads - this is the most common advertising medium on outdoor advertising roads in Moscow and in all cities of Russia. There are also larger formats, such as superboards - 3x12, 4x12 meters and supersites 5x15 meters.

There is a static construction and a prism or trivision, when the information field consists of three faces, the rotation of which leads to a change in the image.

To do this, you need to make a request to advertising agency First Poster, in the contacts section, contact methods are indicated. We will provide a targeted program with prices, photos, and a map that will indicate the status of the sides of the billboards: free, sold, or in reserve (planned to be placed, but not yet confirmed). Then we can design for you. — layout that meets the requirements of the current federal law"About advertising", and transfer it to large format printing in the same way in accordance with the technical requirements.

Success advertising campaign on the road depends on layout. It should be simple so that in a few seconds a person can understand and remember your advertisement. The message must be unique. trade offer or services. For example: promotion, discount, novelty, etc.

— banner layout design

— large format banner printing

and others that you can find here: all First Poster services.

Using the services of the First Poster advertising agency, you get high-quality targeted programs ( commercial offers) for advertising on the road, which will include the most profitable offers on the outdoor advertising market and save time to receive this information.

All free billboards on the online map

How to install an advertising structure along the road. How to put up a billboard

How much does a billboard cost

How much does it cost to put up a billboard near the road. How to put up a billboard

per month in the Moscow region. The cost of renting a billboard depends on:

- Billboard size: shields 3x6- this is the most common advertising medium for outdoor advertising in Moscow and in all cities of Russia, however, there are also larger formats, such as a superboard - 3x12, 4x12 meters and a supersite 5x15 meters;

- Location of the billboard: in Moscow, the cost of renting land and the cost of connecting communications is much higher than in the Moscow region. Also, road congestion by potential consumers affects performance indicators. OTS advertisements and GRP;

— Seasons: there are seasonal discounts, during which there are promotions for the cost of renting billboards;

— Sides A or B:

Depending on the direction of movement, sides A are right (work towards the area) and left (work when moving out of the area).

To rent a side of a 3x6 shield, you need find a structure at a suitable location, find out the status: free, sold, or in reserve (placement is planned). Next, prepare a design layout that meets the requirements of the current federal law "On Advertising" and submit it for printing in accordance with the technical requirements.

Consult on questions cost for billboards 3x6 and other formats, you can make a request from our specialists: contacts for communication

Agency " Big city» offers roadside billboards(city boards measuring 2.7x3.7 meters) to attract customers in Moscow and the region. We place advertisements in different districts of the city, we provide full-cycle services: we accompany you from the development of a layout to the direct placement of advertising.

The main thing that our company is used to guaranteeing to its customers is the result. At the same time, advertising on city boards is one of the most effective ways achieve it. You can independently choose the place of publication among those that we offer individually for the tasks of your campaign.

In addition, you will be pleased with the price. The cost of such accommodation starts from 25,000 rubles per month, and for this money you can get dozens of new customers.

• competition for a particular billboard from advertisers;
• the location of the structure (the center of Moscow, the outskirts or sleeping areas; a busy highway or a road with low traffic congestion);
• time of its placement (season / off-season of your business plus time of year).

In any case, we will help you choose the best billboards on the roads, depending on the budget, as well as the target audience.

Choose city boards of various formats:

• unilateral;
• two-sided, where one surface is dynamic and the other is static;
• bilateral, where both surfaces are dynamic;
• prisms.

Why are billboards on city-board roads so good?

Note. City boards are also often referred to as scrollers or simply "billboards".

When choosing between city boards and banners 3x6 meters, stop at the first of them: it will become the most optimal solution. On the one hand, there will be a focus not only on passersby, but also on motorists, on the other hand, the city board is much smaller in area, and therefore cheaper.

Let's add the benefits:

• A person inevitably encounters such advertising. A passer-by will not be able to “turn it off” or otherwise ignore it.
• Unlike other information distribution channels, no additional devices are needed for reading.
• Wide reach and excellent value for money based on frequency.
• It is possible to choose a region and a specific local market with the largest concentration of the target audience.
• Despite the affordable cost of this format, the size of the advertising space will be sufficient to accommodate all the necessary information.

"Big City" offers billboards on the roads for advertising both with external and internal illumination. Also note: dynamic image rotation will be more profitable than static image rotation, and despite the slightly smaller coverage of your specific ad, it will still provide tangible benefits.

What are the requirements for advertising on scrollers?

Of course, when our client applies for an order, he wants to get a result: new customers, brand recognition, increasing the company's status in the eyes of potential buyers, etc. - the final KPI can be different. All of this can only be achieved if the billboards are placed on the roads in the right way and ensure that they meet a few key requirements.

• the city board was constantly in the field of view of the target audience;
• the advertisement itself attracted attention, was creative and unusual (but it all depends solely on the direction of your work and the tasks set for the campaign);
• information was easily perceived on the go;
• advertising was concise in its messages and understandable to a wide audience.

This outdoor advertising format 2.7x3.7 meters is most often used as an additional tool and allows you to reinforce the results of working with the media and the brand as a whole. Of course, those 2-3 seconds that potential client looks at the billboard a little to convey complex information to him. But if you present it correctly, capaciously and catchy, then the growth in brand popularity, sales volume (and what else you want) will be immediately high.

Find out how to order advertising on scrollers in the company "Big City"

Billboards on the roads are remarkable in that they are located throughout the city, which means you will always have a large choice in terms of placement. Our marketers will help develop a new effective advertising, or they will work with your layout already ready.

Billboards suggest moving away from the roads. The Ministry of Transport, Rosavtodor and RosdorNII advocate the abolition of the provisions of GOST, which allowed the installation of such structures at a distance of 0.6 m from the highways. Experts believe that this threatens road safety. In the event of a return to the previous version of the standard, the norm of 5 m, which was in force until 2016, will reappear. But toughening is also being considered - to move billboards away from highways by 10 meters, and outside settlements - by 40. Outdoor advertising operators predict a crisis in the industry due to excessive regulation.

Save drivers

The majority of participants in the October meeting of the technical committee on standardization supported the abolition of the 2016 changes in GOST on advertising, which simplified the placement of billboards along roads, Vladislav Elizarov, head of the Certification and Expertise Center of the Coordinating Council for Road Safety, told Izvestiya. The council itself, as well as the Ministry of Transport and its subordinate RosdorNII, have already sent their comments to the committee, their representatives said. Rosavtodor did not answer Izvestia's question about its position, but it follows from the minutes of the meeting of the standardization committee on October 22 (Izvestia has the document). The updated GOST allowed operators to place advertising structures at a distance of 0.6 m from roads, canceling the changes will return the border to 5 m.

Moreover, "RosdorNII" is preparing new changes to GOST on advertising, according to the protocol. According to them, the placement of shields can be moved to a longer distance - 10 m from the edge of the road for settlements and 40 m - outside settlements, one of the participants in the meeting told Izvestia. The goal is to improve road safety.

Within this distance, only road signs should be placed so that the car owner does not confuse them with something else, the expert noted.

Double regulation

The question of the relevance of GOST on advertising also arose due to contradictions with the new standard on road safety. One of its paragraphs states that “foreign objects” must be removed from roads, sidewalks, stops within three hours from the moment of detection, from dividing lanes and roadsides - within three days.

The new requirements actually prohibit the placement of 90% of billboards on the roadway, sidewalks, dividing strips and roadsides, - Maxim Resnyansky, Sales Director of the Mosoblreklama Group, told Izvestia.

In August, the National Association of Visual Communications (NAVK) managed, through the Rosstandart Appeal Commission, to delay until July 1, 2019 the entry into force of the controversial clause of the new standard, a special technical committee should develop amendments to it. In the rest of the GOST came into force on September 1 and became mandatory from the end of October, with the exception of the provision on foreign objects.

The Ministry of Transport considers the correction of the item under discussion to be inappropriate, Izvestia was told in the department. Its adoption and the abolition of changes in GOST on advertising will reduce the number of accident-prone areas and the death rate as a result of road accidents, and this is provided for by the approved Road Safety Strategy in the Russian Federation for 2018–2024 and the national project “Safe and high-quality roads” submitted to the government ".

The changes adopted in 2016 also exclude restrictions on territories outside settlements, which, according to the Ministry of Transport, “may contribute to the placement of oversaturated advertising information on the roads and create conditions for reducing the level of road safety.”

Rosstandart noted that there are contradictions in the provisions of GOSTs and should be eliminated taking into account the opinions of interested parties.

Rosavtodor claims that the new GOST should simplify the procedure for dismantling shields from federal highways. Now the dismantling case is being considered on average from several months to a year, and now the structures can be recognized as foreign objects through the court and removed in a maximum of three days, a representative of the agency explained to Izvestia.

The GOST requirements are appropriate, Sergey Kanaev is sure. Sometimes advertising objects are installed on the roadway itself, and they block traffic lights or are located near lamps, reflecting light and forming a "dead zone", he added.

"Outdoor" threatens a crisis

The abolition of concessions will worsen the investment attractiveness of the outdoor advertising market, entail losses for the budget, job cuts, the NAVK said. GOST on advertising cannot be changed before the entry into force of GOST on road safety: Rosstandart is obliged to notify the government of plans to abolish the standard at least a year in advance, the association said.

The adoption of new requirements threatens the onset of a crisis in the advertising services market, a sharp increase in the cost of placement, the collapse of most small and medium-sized businesses, as well as a serious jump in media inflation, says Maxim Resnyansky from Mosoblreklama Group of Companies. In addition, litigation will follow with the district authorities due to the need to terminate existing contracts. And this will reduce the local budget in case of recovery of damages in favor of the operators, he added.

The issue of security is doubtful, it was widely discussed within the framework of changes in GOST on outdoor advertising, and security requirements were taken into account as much as possible, - Evgenia Volgina, director of the legal department of Gallery, believes.

Operators are supported by the Moscow Media and Advertising Department.

We will strive to maintain the sectoral GOST 52044-2003 and make changes to the new, “road” one, - Ivan Shubin, head of the department, explained to Izvestia. He argues that "the outdoor advertising market performs an important social function in the prevention of accidents, which the city authorities are carrying out jointly with the UGIBDD in Moscow.

The measures of the previous edition of GOST, before the changes from 2016, were also “prohibitively strict”, it is impossible to comply with them in urban conditions, says Andrey Berezkin, CEO of ESPAR-Analyst.

On the nerves of representatives advertising business plays MIA. The fact is that the department has prepared its own version of the strategy to reduce accidents on the roads until 2024, one of the points of which is to reduce the number of billboards along the roads. The Ministry of Internal Affairs believes that they distract the attention of drivers, which, in turn, can lead to an accident.

For this reason, they support GOST, which tightens today's standards for installing billboards along highways. Recall that since 2016, such structures have been allowed to be placed at a distance of 0.6 meters from any road. Now these rules want to change.

In fact, the new GOST, including those relating to the activities of advertisers, became mandatory last week, but it is the billboard clauses that will come into force in the summer of 2019. So, until that time, either side has the opportunity to change them.

The future standard provides for the return of an older norm: it will be possible to place a billboard 5 meters from the road. However, according to Izvestia, the Ministry of Transport decided to propose even stricter rules: in settlements want to increase this distance to 10 m, outside of them - up to 40 m.

Such measures are supported by representatives of auto communities. So, according to the head of the Federation of Car Owners of Russia (FAR) Sergey Kanaev, only road signs should be located within 0.6 m from the road. Apparently, he opposes advertising that can mislead the driver (for example, if it visually resembles a sign). Also, such structures can close traffic lights and prevent lamps from illuminating the road.

Advertisers, in turn, want to leave the old norms (from 2016). If the earlier rules (5 m from the edge of the road) are returned, this will affect 80% of the market, Elena Mikhailova, president of the National Association for Visual Communications (NAVC), previously reported. This will entail the termination of contracts with local authorities, and most of all it will hit the budgets of the regions that earn on the "outdoor".

Recall that last year Rosavtodor decided to take away from the regions the functions of installing and dismantling outdoor advertising along federal highways. But the Federal Antimonopoly Service considered this proposal unreasonable, although they agreed that it was the federal road builders who should make the final decision on the installation of such advertising structures. However, this did not give them official access to the money that is "spinning" in this segment.

If the "voice" of advertisers is not heard, then according to the new GOST, from July 1, 2019, it will be forbidden to place ads on the roadsides. So far, the following have come into force: time requirements for clearing snow and ice, clearing road signs, etc.