An advertising board, or billboard, is one of the types of outdoor advertising. Advertising boards are installed along highways, city streets, on the facades and on the roofs of buildings. Such advertising is in great demand among companies that need to make their product memorable and stick it in the minds of pedestrians and motorists. trademark or brand.

Choosing an installation location

The value of a billboard location is determined by the flow of traffic or pedestrian traffic. The larger it is, the higher the rental price will be. The most promising places are the central streets of the city, access roads to and from cities, transport interchanges, places near popular objects (large shopping centers and entertainment complexes, airports and railway stations) and other places where there is a lot of vehicle traffic.

The hardest thing is to get permission...

To start a business installing billboards, you will need to overcome many administrative barriers. " This business profitable, but very corrupt,” some businessmen say. It already has its own players with good administrative resources.

The installation of an advertising board must be preceded by many procedures: approvals and permits. But before going through the authorities, you need to register an individual entrepreneur or LLC. With regular an individual no one will talk.

The first thing you should do is visit the local administration and get a copy from them from the general plan of the city, on which you indicate the desired locations for installing shields. According to your application, land acquisition and determination of the boundaries of the site for installation of the structure must be carried out. All this costs money, and the entrepreneur will have to pay it.

Further, according to the law, an auction will be required to grant the right to lease. And therein lies the main obstacle to business. The competition assumes that you are not the only one who can rent this plot of land. It turns out that you have organized everything, spent money, and a larger advertising network will win the competition for the right to rent.

But still, you won the competition, received the land - the main stage has been completed. Next, you should order a design for the shield design. This must be taken seriously, and such projects should only be undertaken by specialized organizations. Ready project needs to be agreed upon by a number of authorities: housing and communal services, traffic police, city architecture, road workers, signalmen, and so on. The approval list may contain over 20 organizations with which it is necessary to coordinate the installation of the shield. All this requires a lot of time and effort, but without this you cannot begin work on installing the shields.

Once all approvals are received, the architecture signs the document and gives permission to install the billboard. The final stage remains - to manufacture and install billboard. According to the law, such work can only be carried out by construction companies that have SRO approval. That is, welding the structure in a garage and installing it with two of your own workers will be illegal, although it will be much cheaper.

Manufacturing of the shield structure in construction company will cost between 100 - 150 thousand rubles. Here you can already start looking for advertisers and those companies that will print banners and install them.

Admission ticket

Experts name different amounts of money that go into the approval, production and installation of one billboard. In Moscow and the region, for example, the total cost of installing one shield, including the purchase of the structure, installation, approvals, is at least 1 million rubles. But you can rent it out for 70 - 80 thousand rubles. per month. In the regions, prices are much lower. Installing a shield there will cost from 400 to 600 thousand rubles, but you can rent it out for a smaller amount: from 10 to 30 thousand rubles. per month.

You don’t start such a business with one shield, but at least with five. The total investment in the project, therefore, is at least 2 - 4 million rubles.

Other formats...

Although there is another way of organizing similar business. This is the installation of advertising flags on lighting poles. The design format is small, about 0.8 x 1.2 m. Unlike traditional billboards, there is no need to knock out the ground, go through an auction and an incredible number of approvals. All that is needed is coordination with city power grids, architecture and the traffic police.

The production and installation of such flags is much simpler and cheaper, and their total number can be limited only by the number of lighting poles in the city. One flag is rented out, on average, for 500 rubles a month, and there can be more than two thousand. So consider it.

• The need to obtain permission from city authorities to install advertising media;
• As a rule, currently the right to install billboards is awarded through tenders, where city authorities sell installation sites in lots;
• Conclude an agreement with the owner of the land plot;
• Make and assemble a metal frame;
• Install the structure in accordance with safety requirements;
• Ensure timely repairs and maintain the structure in proper condition.

At the same time, its own design allows:

• independently change advertisements at the right time;
• use both sides of the board for your messages;
• rent out a shield, receiving passive income.

Installation of a billboard near the road

When placing an advertising board in close proximity to highways, which happens in the vast majority of cases, the approval of the Federal Security Service and the traffic police is also required. Installing a billboard near the road always brings greater effect, since it will be visible from passing traffic. To familiarize yourself with the full list of requirements, approvals and documents, you must contact your local city administration.

Rent a billboard through an advertising agency

To rent a billboard, you need to contact an advertising agency, which has at its disposal a wide selection of billboards located in different parts of the city and beyond. Such an agency, for example, is Mosoblreklama, which owns many conveniently placed billboards both in Moscow and the Moscow Region. The advertiser will only need a layout that reflects the entire necessary information. This can be a printed banner, a sketch, wishes, and the agency will do all the rest of the work. Here you will be provided with a detailed map of billboards with the addresses of available free advertising spaces, with which you can place advertisements in the most favorable places.

Turnkey advertising billboard rental

If you need to develop a layout, you can order turnkey advertising placement. This will provide:

• Design development of the layout;
• Making a banner on any of the selected materials;
• Placement on one or more boards;
• Maintenance, timely replacement of lighting, repair of obsolete parts or fasteners.

The price will depend on the placement location, the chosen material, and on which side the advertisement is placed. If the banner is located on side A, facing the direction of the main traffic flow, then the price will be higher than if placed on side B, facing the direction of traffic, the cost will be reduced accordingly. Sometimes it is very beneficial to place information on both sides, then the advertisement will be visible to both those who enter the city and those who leave its boundaries. If the shield is rented, its cost will be from 40 thousand rubles per year.

Cost of billboards

The cost of renting billboards depends on the location of the structure. In Moscow, in the most popular and frequently visited places, the cost of a shield can exceed 250 thousand rubles. On the Third Transport Ring, one of the most expensive billboards in the 3x6 format costs 1,200,000 rubles per month. On the outskirts or on highways remote from the city, the cost is significantly reduced, amounting to approximately 15-40 thousand rubles. If the shield is equipped with lighting or dynamic, rotating parts, then the price increases accordingly.

Often advertisers are perplexed why two billboards, which are located on the same street, literally a hundred meters from each other, cost differently. This is due to the location, distance or proximity to a pedestrian crossing, a traffic light, or a popular commercial or cultural site. The cost is also affected by the presence of a nearby turn, where traffic jams often form or cars slow down. Availability of stops nearby public transport and places where queues accumulate can also significantly increase the attractiveness of the shield, and, consequently, its cost.

Thus, billboards located near the entrances to offices, trade or entertainment centers, theaters, fitness clubs, etc., will be much more expensive than those located far from these facilities.

Selecting material for an advertising banner

• if it is necessary to notify the population about upcoming actions;
• inform about the arrival of new equipment;
• invite to a presentation or conference;
• announce free visiting days;
• advertise a new product, etc.

For these cases, it is better to print on a paper base, which will last from several days to several months. Banner paper is quite thick, but it can be damaged by precipitation and gusts of wind. When producing paper media, it is necessary to print approximately 20% of spare sheets, taking into account the need to eliminate defects. For long-term promotions, it is recommended to apply images to vinyl canvas, which will ensure operation from three months to several years. Vinyl is good because it can be reused and reinstalled in other places, for example, in cases where you need to carry out promotions in other cities.

Static and dynamic shields

When installing a billboard in a city, you should remember that it can be static - motionless or dynamic, i.e. the structure can be rotated due to individual plates located vertically or horizontally. This makes it possible to change advertising information, displaying different scenes. Such shields are very attractive, since any movement involuntarily attracts attention. You can place several stories from one advertiser on one billboard, which will significantly increase the effect of advertising. Renting such shields is more profitable; moreover, it allows you to use only one shield to carry out all your tasks.

Watch the video presentation of the dynamic billboard "ScreenSlide":

It should be remembered that the installation of new advertising structures in Moscow is limited, so the use of dynamic billboards is the most economically and technically justified. Of course, the price for a dynamic shield will be higher. Thus, the cost of one static shield measuring 3x6 is approximately equal to one of the sides of a dynamic shield of equal size. Typically a dynamic shield has three surfaces.

Possibility of making your own shield

Such a possibility certainly exists. All necessary parts and materials are available for sale. But when deciding to make it yourself, you should remember what you will need:

• Conclude an agreement with the owner of the site;
• Prepare documentation for submission to local authorities;
• Prepare a layout of the future media;
• Order banner printing at a printing house or advertising agency. The cost of one square meter of a standard banner is approximately 250-300 rubles. Thus, printing a 3x6 shield will cost approximately 4-5 thousand rubles;
• A truck will be required for delivery to the site;
• Installation requires special equipment and trained personnel.

If you manufacture and install it yourself, the savings will be 20-55 thousand rubles. Remember that installing billboards is not an easy task and requires the use of special equipment and special skills. Watch this video to see the crane turning over while installing a billboard:

Renting out advertising boards. The attractiveness of such a business lies in the fact that it is in the nature of passive income. But, do not forget that you need to maintain the advertising structures in good condition, take care of the correct installation of the advertising structure, and also always be aware legislative changes related to advertising. Otherwise, this business is extremely simple.

It is imperative that there are no trees, other structures or objects under construction near the shield being installed.

The best place would be city squares, if there is permission from the administration.

What to consider during installation?

The shield must be visible.

Relevance to the audience. This means that if advertising is aimed at a children's audience, then it is better to place it near the places where children and their parents are most likely to appear (schools, kindergartens, etc.).

If there is a section of the road where traffic jams often occur, then this is perfect option to install the shield.

Financial expenses.

The first thing you need to decide is the cost of renting office space. Each city has different prices.

When choosing self-made advertising structures will require additional investments.

You will need a separate room for production (about 150 sq. m.). A cutting machine is installed in it (20 thousand rubles). Next, you will need 2 welding machines (20 thousand rubles for 1 piece), a van-type vehicle (400 thousand rubles) and a small hand tool assemblers and assemblers (screwdrivers, drills, etc.).

In addition, to work with fabric for banners, you will need a large-format inkjet plotter (500 thousand rubles).

Plus, salary office workers(5 people), 2 welders, 3 fitters, 4 assemblers, a van driver and an electrician.

Certain nuances.

You will have to be prepared for numerous approvals (if the facade of a residential building is used, then permission from the HOA is required).

Also, you must obtain permission from special administration services to place advertisements.

On top of that, in order to avoid heavy fines or demolition of advertising structures, their installation should be carried out strictly in accordance with the rules set out in the Federal Law “On Advertising”.

In this article we will look at several options for placing billboards and banners that provide both maximum savings and minimal personal involvement of the advertiser.

The simplest but at the same time the most expensive option outdoor placement is an order from any advertising company.

Order a turnkey switchboard installation

You can order the installation of an advertising billboard in the city from a company specializing in such structures on a turnkey basis. A package service may include the development of a layout, production of a banner and placement on one or more billboards on one or both sides.

The cost of ordering a turnkey panel: from 350 thousand rubles with permanent placement, or from 40 thousand rubles per year in case of rent.

Advantages of installing a shield yourself

Installation of a billboard in the city - approval

If the site or facility on which the billboard will be installed is not owned by the advertiser, the advertiser must obtain permission to install the structure from the owner.

This can be either a lease agreement or another agreement with the owner, regardless of the status of the owner. Approval for the installation of the structure from local governments is also required.

Installation of a billboard near the road

You can view the complete list of necessary approvals and documents at the city administration.

Installation of a billboard in the city - production and installation of a billboard

You can make a billboard either on your own or by ordering it from specialized company. Such companies, unlike advertising companies, are exclusively engaged in the production and installation of billboards in cities and other settlements.

Making your own shield

You don’t need any special skills to make it yourself, and that’s all necessary materials can be purchased at the construction market.

However, it is worth considering that delivery of the shield requires a truck, and installation requires several people and special equipment. Thus, savings in the case of self-manufacturing of the shield will not exceed 30-50 thousand rubles.

Advertising printing

Printing will cost approximately 250 rubles per 1 square meter, that is, the cost of printing for a standard city billboard size 3 by 6 meters will be about 4.5 thousand rubles. You can order printing from both advertising companies and printing houses.

Alternative to shield