Representatives of Auto Cell LLC, the Moscow department of mass media and advertising, and the Moscow metro signed a tripartite cooperation agreement on July 1. Now, Auto Cell will be advertising for approximately 55 000 sq. For five years. m of surfaces in the Moscow metro (from billboards at stations to posters in cars). This company last week defeated four competitors, agreeing to pay 2,379 billion rubles for the first year of the contract. including all taxes and duties - 50% higher than the starting price. Each next year, the price of the winner should increase by at least 8,3%.
“During July we will have the so-called transitional period and there will be no advertising in the metro,” announced and. about. CEO of Auto Cell Zlata Krivonos. During this time, the company will hold a tender for the production and installation of advertising media, as well as attract advertisers.
Until the end of June, Olimp was engaged in advertising, the contract with which expired on June 30. All advertisements posted by this company must be dismantled. The company has funds that need to be transferred to the subway and paid for new designs, said Vladimir Koval, deputy general director of Auto Cell for technical issues. The start of the dismantling of his company’s 400 roller shields and more than 200 plasma and LCD screens was confirmed by Olimp's Commercial Director Albert Teplitsky. The rest belongs to the Olympus contractor - Metroklama CJSC. In total there are about 5000 advertising constructions in the subway.
Espar Analyst estimates the total revenue from advertising in the metro at 2-2,3 billion rubles. per year - approximately 15% of the volume of the Moscow outdoor advertising market in 2010. The volume of placement in the metro in June - July is usually not less than 100 million rubles. per month, says Espar Analyst CEO Andrei Berezkin. “In the best case, in a month they will be able to inventory the sites and formulate tasks. In order to organize a full-fledged service for advertising placement - to put up advertising structures, organize the work of posters and much more - it will take another two to three months, ”said Dmitry Lugovsky, general director of Ator media broker.
“Auto Cell” has not yet been known in the advertising market. The company expects to “engage agencies without limiting their number,” Krivonos announced.
We add that for network brands, advertising in the subway is one of the most popular communication tools. For example, Uniqlo at Art. Kurskaya metro station, above which the Atrium shopping center is located with the first Uniqlo store in Russia, this year bought all billboards along the escalator line.
In addition, metro advertising was often used by retailers as a navigator. Stations were full of ads indicating the location of the store with a starting point from the metro. According to the newspaper "Vedomosti".