How much does it cost to put up a billboard near the road? Production of advertising boards and frames. Installation of a billboard in the city - production and installation of a billboard

Photo: RIA Novosti

Operators outdoor advertising received permission to install billboards closer than 5 meters from the edge of the road, the corresponding provision is included in the GOST for outdoor advertising approved by Rosstandart, Andrey Berezkin, a member of the AKAR commission on outdoor advertising, told RNS, CEO research company Espar. The corresponding document is also posted on the Rosstandart website.

“Rosstandart has approved changes to GOST, allowing operators to install billboards closer than 5 meters from the edge of the road,” Berezkin told RNS. - They came into force without requiring government approval. This is Resolution No. 3, the essence of which is to soften the requirements for advertising. These proposals were developed by a working group under Rostekhregulirovanie.”

In particular, in accordance with the rules approved by Rosstandart, the concept of a “safety corridor” is being introduced - a piece of land adjacent to the road on which advertising is prohibited. The width of the safety corridor is determined from the edge of the roadway to the edge of the billboard closest to it and is 0.6 meters in a populated area. Previously this distance was 5 meters. According to Berezkin, currently about 90% of advertising structures in Moscow do not meet this requirement, since, according to representatives of the advertising industry, this distance does not allow motorists, who are targeted by advertising messages on billboards, to perceive this information - advertising turns out to be ineffective.

Also, the updated GOST no longer prohibits placing advertisements near bus stops, on pedestrian crossings and next to them, and these, according to market participants, are also the most popular places for advertising.

“These standards are now part of GOST; they are significantly more justified and softer. In relation to already installed shields, these standards will not apply yet - until 2020, but for newly installed structures they are in effect from March 1,” Berezkin clarified.

Currently, the rules for placing outdoor advertising are enshrined in the Law “On Advertising” and in the relevant GOST. The second document was adopted in 2003 and is still of a recommendatory nature. The rules prescribed in it prohibit the installation of billboards near bus stops, pedestrian crossings, and also closer than 5 meters from the edge of the road.

The need to adjust GOST arose after First Deputy Prime Minister Igor Shuvalov ordered the preparation of a government decree, according to which GOST in outdoor advertising will become mandatory for use from January 1, 2020. According to an RNS source in the outdoor advertising market, a proposal to make GOST mandatory from 2018 was also discussed.

Billboards are structures with two working surfaces, designed for installation along highways located between large settlements and on municipal roads.

MARIS-M is one of the largest companies, ready to put its own network of media at your disposal. Among them are advertising billboards (Moscow region, Shchelkovo, Small Moscow Ring, Lyubertsy, Balashikha, Mytishchi, other regional cities, as well as federal highways). A complete list of our facilities is shown in the table below. How many worth advertising on a billboard in each specific location, you can find out by calling our numbers

The term “Billboard” originated in the United States when wooden structures (“boards”) with advertisements (“bills”) attached to them began to be used on the streets.

In our country, billboards appeared at the end of the 20th century, gradually becoming one of the popular types of promotion of goods and services. For placement advertising on billboards In Russia alone, significantly more than 3.5 billion dollars are spent per year.

The cost of advertising on 3x6 billboards is quite affordable. Due to the focus on road users: vehicle drivers, passengers and pedestrians, in order to attract their attention, renting advertising billboards is extremely profitable in places where the speed of vehicle and passenger flow is reduced.

• one-sided;
• bilateral;
• with three to four advertising sides.

Prices for placing 3x6 billboards and for their production depend on the wishes of the customer. The cost of advertising on banners is individual in each case. The posted image can be static or dynamic and moving. The use of changing elements reduces cost and increases attractiveness for business. Such designs include: roller displays, prism-vision (prisms with three equal sides - edges that rotate).

Various visual effects are also used, combining with other media (using three-dimensional letters), holographic and interactive images, using elements that go beyond the advertising fields.

During production, special galvanized steel or plywood is used and treated with a special compound that protects all structural elements from external adverse influences. Banner fabric is used for printing.

The service life depends on the materials used and the professionalism of the execution. Both the quality of printing and the type of banner fabric are important here, which are selected in accordance with weather and climatic conditions. Particular attention is paid to various options for external and internal lighting.

The MARIS-M company invites you to familiarize yourself with the targeted program: rental of switchboards in Moscow and the Moscow region.

Why can't you just install a billboard in Moscow?

• According to 902 PP, placement of advertising structures in the form of free-standing structures is possible provided they are installed within the boundaries of the land plot, and the land plot must belong to you by right of ownership or other proprietary or mandatory law upon the inclusion of advertising structures in the scheme and obtaining permission from the Advertising and Media Department. If you want to locate on municipal land (99% of the land in Moscow, not counting the new one), it is necessary to hold a tender, which is quite difficult and expensive for the customer.

About the design in more detail

Manufacturing technology

The production of billboards, their frames, and installation is a rather labor-intensive and responsible process, because this is not a one-time advertisement, it is a structure that should serve for quite a long time, withstand various weather conditions and bring profit to the owners. In most cases, billboards consist of a frame (frame), which is covered with flat steel sheets (plywood is also used), covered with weather events compositions and mounted on a support.

General price list for the production of billboards for 2016

Prices for manufacturing structures (3x6, 5x10)

• Production time is 10-15 working days.
• Design documentation (in the case of new development) includes a construction project (wind loads and development of drawings), an electrical supply project (attached to standard products). The cost of development is from 60,000 rubles.
• Terms of payment. Prepayment – ​​70%, paid after signing the contract. Post payment – ​​30% after signing the acceptance certificate for completed work.

Please note that changes to the above technical characteristics, namely: increasing the size and type of support post, the shape of the design of the tablet of its size, covering with decorative elements (including the use of composite materials), painting method, retrofitting the advertising product with components, leads to a recalculation of the cost of the product and a revision of the production time.

Warranty

1. We provide a 12-month warranty on all metal structures manufactured by us.
2. We also provide a 12-month guarantee for installation - assembly, foundation construction.
3. The paint and varnish coating of all metal structures is guaranteed for the same 12 months.
4. The warranty on electrical equipment is also 12 months.

Prefabricated drawing - general view

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 switchboard, including the purchase of the structure, installation, and 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 to organize such a 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.

Before starting any business, you need to study the market situation in the region where you plan to open a business. The installation of billboards also requires the same. First, make a map of the city indicating where and how many shields are already standing, as well as where they can still be placed. Then call the companies offering such services, find out how much it costs to advertise on them, what conditions and promotions they offer. Assess the pros and cons of your potential competitors. Only after this can you start drawing up a business plan.

Advantages and disadvantages of business

But first, look at the business objectively. Analyze the advantages it provides, as well as the disadvantages that this activity entails. The latter include the following:

• You can put up a shield only where it is permitted by local authorities;
• it is necessary to monitor the content of advertising on billboards and change it in accordance with the law;
• It is necessary to constantly monitor the serviceability of billboards.;
• You should always be aware of changes in advertising legislation.

But due to the fact that the business is based on providing services and not production, its profitability is quite high. Moreover, it is a passive type of business - usually clients find you themselves. Another advantage is simple and free advertising. It is enough to put up a billboard with an announcement about renting out space for advertising.

Official registration of the case

When starting a business, you need to officially register it. This type of activity can be formalized as individual entrepreneur. It will take about five working days and no more than 800 rubles. official payment of duty.

It will take much more time and expense to find and rent land where you can put your shields. An area measuring 3x3 meters is enough for one billboard, but for the business to be profitable, it is advisable to have at least 20 of them. Usually, one such plot near the highway costs about 10 thousand rubles. But in general, the price depends on the owner and location of the site in the city. Please note that in the city they try to use land as rationally as possible, so purchasing or renting it for an advertising billboard will not be so easy and cheap.

Types of shields

The most popular outdoor structures are:

• standard billboard – usually has a width of 6 m and a height of 3 m;
• city ​​light - a small structure with internal lighting;
• pillars - a structure measuring 1.4 x 3 m, the surface of which is illuminated and can have a different shape;
• supersite – due to its large size, it is installed along highways.

The most reliable design from a technical point of view is a billboard with an iron shield with a concrete base.

Shield production

Making shields may not be part of your business. But if you include this point in your business plan, you will not depend on suppliers and will be able to quickly fulfill any customer orders. Moreover, you will be able to earn money from competitors who will order designs from you. True, then in addition to the equipment office space you will also need to equip production areas.

The manufacture of structures will require a room of at least 100 square meters. m. Here you will need to install special equipment - a cutting machine on a bed, which will cost about 20 thousand rubles. It is mandatory to buy two welding machines - that’s another 40 thousand rubles. In addition, the manufacture of shields requires the purchase of various hand tools. To deliver structures to customers or to the installation site, it is necessary to purchase a van costing approximately 400 thousand rubles. It also needs to purchase equipment for installing structures and hanging advertising on billboards.

In addition, making shields will require hiring: about five office employees, a couple of welders, four installers, about the same number of assemblers, an electrician and a driver per van.

Provision of services

Installation of billboards also involves the production of actual advertising posters. To provide this service, you need to hire a specialist who works with graphic editors, who understands how advertising layouts are produced for printing of such a scale. Such an employee can be hired as a staff member. But then he needs to supply professional equipment for creating layouts. You can save money if you hire a specialist for project work.

Please note that in order to provide such services you must supply production room equipment for working with PVC banner fabric. Today this is expensive equipment, but its use will largely justify itself.

Construction installation rules

1. The shield should not be covered by third-party objects: lines, trees, fences, etc.
2. Always keep an eye on how appropriate advertising will be in this particular place. Consider which establishments are located nearby and what the target audience mostly walks past this shield.
3. Consider the number of people who will be able to see your ad per day.
4. Consider the nature of the terrain. For example, on the highway, advertising may simply not be noticed; in areas with complex transport interchanges, they will also not be distracted by them. It is better to install shields where traffic jams often occur.
5. Choose the right type of billboard according to the nature of the area, audience and type of advertising.

Possible profit

When calculating the possible profit, it must be taken into account that in the first year it will take approximately 2.5 million rubles to complete the paperwork and build at least 20 billboards. The construction of one shield costs approximately 100 thousand rubles. In addition, funds will be spent on primary advertising on the Internet. This does not take into account the costs of organizing their production - we assume that you will order them first.

From one simple billboard you can make a profit of 15 thousand rubles. per month. If you have 20 of them, then in the first year you can get an income of about 3.5 million rubles. Taking into account initial expenses, the profit will be approximately 80 thousand rubles. But after covering the initial investment, next year You can already reach millions in income.

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