Own business: production of advertising structures. Rental business: how to install a billboard

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

Make billboard You can either do it yourself or order it from a 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 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 a print as follows: advertising companies, and in printing houses.

Alternative to shield

• 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 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:

• change it yourself 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 a billboard in close proximity to highways, which happens in the vast majority of cases, the approval of the FSO 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 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 all the 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 detailed map billboards with the addresses of available free advertising spaces, with the help of which you can place advertising 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.

Advertisers often wonder 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 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. The good thing about vinyl is that it can be reused and reinstalled in other places, for example, in cases where you need to hold 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 stories. 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 from a printing house or advertising agency. Cost of one square meter a standard banner costs 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.

At self-production and installation, 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 the video to see the crane turning over while installing the billboard:

An advertising board, or billboard, is one of the varieties 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 cement a trademark or brand in the minds of pedestrians and motorists.

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 it is noted big movement cars.

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 the 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.

Entrance ticket

Experts name different amounts of money that go into 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 it can be delivered 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.

• How much can you earn from billboards?
• Step by step plan opening a business on billboards
• Do I need permission to install billboards?
• How much money do you need to start a billboard business?
• What equipment to choose for making outdoor advertising - city format
• Which OKVED code to indicate when registering a business?
• What documents are needed to open
• Which taxation system to choose for business registration
• Manufacturing technology

Due to the fact that billboards are installed in places with high traffic (as a rule, near bus stops), advertisers are willing to rent such places. The city-format design is quite durable. Its basis is a three-dimensional frame framed by steel or aluminum profile. The front and back sides are covered with plexiglass or cast polycarbonate. A light source is installed between the posters to illuminate the advertisement at night. It is also not uncommon for a city format design to include a scrolling mechanism, which makes it possible to “broadcast” up to four advertising messages from different advertisers.

How much can you earn from billboards?

The cost of advertising space depends on the location of the billboard. On average, a month of placement costs the customer 20,000 rubles. Approximately 1,500 rub. it costs 7,000 rubles to print the poster. to develop the layout. The entrepreneur's income ranges from 30 to 50% of the proceeds. Costs are primarily related to land rental, labor costs, fuel and lubricants and taxes. From one billboard it costs from 7,000 to 10,000 rubles. Accordingly, from 15 shields the potential income is about 105,000 - 150,000 rubles. per month. Provided, of course, that all advertising spaces are occupied by regular advertisers.

Step-by-step plan for starting a billboard business

The main difficulty when starting a business on billboards is to obtain permission to install a billboard in the location of interest. Depending on the type of property, you will have to contact either the private owner or the state. For example, if a city format is planned to be installed on the territory of a shopping center, then you should contact the administration of the shopping center to rent a space. If you plan to install the shield in a park, square or near a bus stop, then to conclude a lease agreement you must contact the city administration (KUGI).

Do I need permission to install billboards?

After the place is rented, you must obtain permission to install and operate the structure, which is also obtained from the city administration (architecture department). The development of an advertising structure can be ordered from a company engaged in the production of metal structures ( metal frames). In addition, you will need to find a designer from whom you will order the development of the layout. Alternatively, you can negotiate for a certain percentage with an advertising agency. You can also work with them to attract clients.

How much money do you need to start a billboard business?

The cost of installing one billboard in a city format can vary from 70 to 120 thousand rubles. The main costs will be related to the costs of construction materials and permitting. Since there is no point in starting a business with one shield, you will need to install at least 5 structures (the more, the better), which implies an investment of 350 to 600 thousand rubles. The return on investment, taking into account the period for business promotion, will be at least 12 months.

What equipment to choose for making outdoor advertising - city format

In the event that you wish to open own business for creating outdoor advertising in a city format, and you need to choose necessary equipment, then first of all you should pay attention to what kind of advertising you want to create. The most popular are billboards and billboards. To make such structures, you first need to take care of the room. large sizes, in which the creation of outdoor advertising will take place and after that you need to additionally purchase the following elements for this process:

• industrial welding machines;
• cutting machines;
• mallets, drills and other tools;
• printing press for direct application of advertising;
• a van with a ladder, if anyone needs outdoor advertising installation services.

Which OKVED code to indicate when registering a business?

To register, you need to indicate OKVED code 74.40 - advertising activities. You can also indicate OKVED code 22.22 - printing activities that do not belong to other groups. Due to the fact that information is placed on billboards and billboards, you can additionally indicate OKVED code 92.40 - services of advertising agencies.

What documents are needed to open

When opening a production facility for the creation of outdoor city-format advertising, you need to have the following documents:

• a certificate indicating registration of your own individual entrepreneur or LLC;
• statement;
• identification code and passport data of the owner (can be copied).

Which taxation system to choose for business registration

The best option for a taxation system for opening a production facility for outdoor advertising is a single tax on temporary income.

Manufacturing technology

The modern Russian market is very wide. One of the areas where you can make good money is advertising boards or billboards.

First of all, conduct a marketing analysis of the advertising market, find out future competitors, and assess the risks. Then calculate necessary costs and expected profit. Include laws related to advertising activities in your advertising agency's business plan. And be sure to think about how you will promote your services.

Marketing Market Review

When conducting your marketing analysis, first make a list of organizations that provide billboard space. Get maps of billboard locations, find out prices and discounts on advertising. Next, when thinking through your business plan, identify the positive and negative aspects this area of ​​activity.

The disadvantages include the following features:

• it is necessary to ensure the technical serviceability of billboards (replacing, at your own expense, wind-torn, dilapidated banners, adjusting the mechanism of rotating and luminous elements);
• change advertising content and location of billboards in accordance with local and federal laws.

In order to reduce risks, namely to ensure that the billboards are not empty, draw a plan of profitable vacant places in the city and suburbs. These can be squares, avenues, streets with heavy traffic, large stores, shopping centers, places near parks, squares, boulevards, etc. The main criterion is high traffic flow of people. In addition, take into account the visibility of the advertisement, that is, are there any trees or buildings, including those under construction, that block the billboard.

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Financial analysis of activities

Before you start advertising, calculate the required starting capital, monthly expenses and possible profit. It is important to consider that the amount of the initial cash depends on whether you make banners yourself or buy ready-made advertising banners. If in stock you have special equipment for the production of banners, then you can earn additional profit in addition to renting advertising on billboards. Therefore, let’s take the first option into account and consider it with an example large city in Russia.

So, to rent street billboards you will need, in rubles:

• individual entrepreneur registration - 10,000;
• office equipment and production equipment for installation - 90,000;
• tented gazelle - 400,000;
• equipment for working with PVC banner fabric - 500,000.

Total: starting capital must be at least 1 million rubles.

Monthly payments will include:

• rent production premises(about 100 sq.m.) - 40,000;
• wages to employees (managers, welders, assemblers, assemblers, driver, electrician) - 250,000.

That is, the cost of maintaining the organization is about 300,000 rubles per month.

Now you can calculate how profitable a business plan for renting billboards is. The average cost of one space on a billboard measuring 3*6 meters is 15,000 rubles. The shield has two sides, so it can be sold for 30,000 a month. If a company has at least 50 such shields in the city, then the monthly revenue is 1.5 million rubles.

But, as practice shows, in the first year of operation, income is 2-3 times less than expected, since the agency has not yet developed and developed contacts. Therefore, the business will pay off in about six months.