Put up a billboard on the road. Billboard rental and installation business
Photo: RIA Novosti
Outdoor advertising operators received permission to install billboards closer than 5 meters from the edge of the road, the corresponding provision is included in the GOST approved by Rosstandart for outdoor advertising, Andrey Berezkin, a member of the AKAR commission for outdoor advertising, told RNS. CEO research company Espar. The relevant document is also posted on the Rosstandart website.
“Rosstandart approved changes to GOST that allow operators to install shields closer than 5 meters from the edge of the road,” Berezkin told RNS. - They entered 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 Rostekhregulirovaniye”.
In particular, in accordance with the rules approved by Rosstandart, the concept of a "safety corridor" is 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 carriageway to the edge of the billboard closest to it and is 0.6 meters in the settlement. Previously, this distance was 5 meters. According to Berezkin, now about 90% of advertising structures in Moscow do not meet this requirement, since, according to representatives advertising industry, this distance does not allow motorists, who are targeted by advertising messages on billboards, to perceive this information - advertising is ineffective.
Also in the updated GOST there is now no ban on advertising near bus stops, at pedestrian crossings and next to them, and these, according to market participants, are also the most popular advertising placements.
“These norms are now part of GOST, they are much more reasonable, softer. In relation to already installed shields these norms will not be in effect until 2020, and for newly installed structures they will be effective from March 1,” Berezkin specified.
Now the rules for placing outdoor advertising are enshrined in the law "On Advertising" and in the corresponding GOST. The second document was adopted in 2003 and is still advisory in 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 instructed to prepare a government decree, according to which GOST in outdoor advertising will become mandatory 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.
Why can't you just install a billboard in Moscow?
- According to 902 PP, the placement of advertising structures in the form of free-standing structures is possible provided that they are installed within the boundaries of the land plot, and the land plot must belong to you on the basis of ownership or other proprietary or compulsory right upon entering advertising structures into the scheme and obtaining permission from the Advertising Department and media. If you want to place on municipal land (99% of the land in Moscow, not counting the new one), it is necessary to conduct a tender, which is rather difficult and costly for the customer.
About the design in more detail
Billboards (billboards) are the most common type of outdoor advertising, located in close proximity to highways and streets. This type of outdoor advertising is aimed at drivers and passers-by. Such advertising is the leader among its other types, it can only compete in efficiency with banners, which are actively used in the center of large cities. Such advertising was born in the USA (hence the name “billboard”, which is pronounced like “billboard” with a rough translation - “poster board”) and today is distributed all over the world.Manufacturing technology
The manufacture of billboards, their frames, installation is a rather time-consuming and responsible process, because this is not a one-time advertisement, it is a structure that must serve for a sufficiently long period of time, withstand various weather phenomena and bring profit to the owners. In most cases, billboards consist of a frame (frame) that is upholstered with flat steel sheets (plywood is also used), covered with weather-resistant compounds and mounted on a support.
General price list for the production of billboards for 2016
| Name | Material | Manufacturing cost |
|---|---|---|
| Shield 3v6 (Basic) |
Profile pipe, advertising field - moisture resistant plywood 6mm. Note: without MGL, only the cost of the structure itself. |
160000 rub. |
| Shield 3 for 6 (all inclusive in Moscow) |
1. Profile pipe, advertising field - moisture resistant plywood 6mm / other materials, delivery and installation (foundation pouring), special equipment. Note: "Turnkey", without MHL, with delivery and installation. 2. In addition to point 1. Lighting: MHL 70 W (4 pcs.). Note: "Turnkey" with MHL, delivery and installation. |
1. 228000 rub. 2. 258000 rub. |
| Shield 4 x 2.5 (all inclusive in Moscow) |
Profile pipe, advertising field - moisture resistant plywood 6mm / other materials, delivery and installation (foundation pouring), special equipment. Lighting: MGL 70 W (4 pcs.). Note: "Turnkey" with MGL, with delivery and installation. |
197000 rub. |
Prices for the manufacture of structures (3x6, 5x10)
| Name | Material | Manufacturing cost |
|---|---|---|
|
1. The advertising structure consists of advertising field boards with total dimensions of 3x6 m, supports d = 219-425 mm (L = up to 5.5 m to the advertising field) and a foundation block with dimensions of 3.2x1.5x0.4 m, which is made of a monolithic reinforced concrete with foundation studs laid in the amount of 6 pcs. The tablet is a flat structure, consisting of a profile pipe 80x40x4 mm, a bar 40x40 mm, plywood FC 6 mm (moisture resistant) or a profiled sheet. Painting anti-corrosion protection of metal structures is carried out in accordance with the requirements of SNiP. Installation in Moscow. 2. Electrical work includes the installation of brackets and spotlights for a 70 W MGL lamp (4 pcs.) 3. Delivery of special equipment by a crane of 25 tons, long lengths, etc. outside the Moscow Ring Road 4.Design layout (if needed). |
1. 228000 rub. 2. 30,000 rubles 3. from 15,000 rubles. 4. 3000 rub. |
|
| Billboard 5x10, one-sided (leg - 10 meters). Symmetrical with respect to the B-pillar. |
1. Foundation (25m3 - concrete grade m-350) List of works: excavation, formwork, waterproofing, installation of an anchor group, reinforced frame, garbage disposal. 2. Electricity: searchlights - metal halide, 8 pcs, wiring, wiring. 3. Power elements of the advertising structure: single support, crossbar, bearing frame weighing 10 tons. 4. During installation, a team of installers works, special equipment is used: a 25-ton truck crane, an aerial platform, a long length. 5. Project documentation includes a construction project (wind loads and development of drawings), an electrical installation project. 6. Design layout (if required). |
1. 480,000 rubles. 2. 82000 rub. 3. 730,000 rubles. 4. 170,000 rubles. 5. 60000 rub. 6. 3000 rub. |
| Registration of billboards |
1.Registration 2. Tax on the design of architecture and advertising |
1. 50000-70000 rub. 2. 25000 rub. |
- Production time 10-15 business days.
- Project documentation (in the case of developing a new one) includes a construction project (wind loads and drawings), a power supply project (attached to standard products). The cost of development is from 60,000 rubles.
- Terms of payment. Advance payment - 70%, is paid after signing the contract. Post payment - 30% after signing the act of acceptance and transfer of work performed.
Note that changing the above specifications, namely: an increase in the size and type of the support post, the shape of the design of the tablet of its dimensions, sheathing with decorative elements (including the use of composite materials), the method of painting, retrofitting the advertising product with components, leads to a recalculation of the cost of the product and a revision of the production time.
Warranty
- We provide a 12-month guarantee for all metal structures manufactured by us.
- We also give a 12-month guarantee for installation - installation, foundation installation.
- The same 12 months warranty is provided for the paint and varnish coating of all metal structures.
- The warranty for electrical equipment is also 12 months.
Assembly drawing - general view
Before starting any business, it is necessary to study the situation in the market of the region where you plan to open a business. The same is true for billboards. First, draw up a map of the city indicating where and how many shields are already there, as well as where they can still be placed. Then call the companies offering such services, find out how much it costs to put ads on them, what conditions and promotions they offer. Assess the pros and cons of your potential competitors. Only then can you start writing a business plan.
Business Advantages and Disadvantages
But first, look at the business objectively. Analyze the benefits that it provides, as well as the disadvantages associated with this activity. The latter include the following:
- you can put up a shield only where it is allowed by local authorities;
- it is necessary to monitor the content of advertising on billboards and change it in accordance with the law;
- billboards need to be constantly monitored.;
- You should always be aware of changes in advertising legislation.
But due to the fact that the business is based on the provision of services, and not production, its profitability is quite high. Moreover, it refers to a passive type of business - usually customers find you themselves. Another advantage is simple and free advertising. It is enough to hang out a billboard with an announcement about the delivery of space for advertising.
Formalization of the case
Starting a business, you need to officially register it. This type of activity can be formalized as an individual entrepreneur. It will take about five working days and no more than 800 rubles. official payment of the fee.
Finding and renting land where you can put your shields will take much more time and cost. A plot of 3x3 meters is enough for one billboard, but in order for the business to be profitable, it is desirable to have at least 20 of them. Usually, one such site near the highway costs about 10 thousand rubles. But in general, the price depends on the owner and the location of the site in the city. Please note that in the city they try to use the land as rationally as possible, so it will not be so easy and cheap to buy or rent it for a billboard.
Types of shields
The most popular outdoor structures include:
- standard billboard - as a rule, it has a width of 6 m and a height of 3 m;
- city-light - a small design with internal lighting;
- pillars - a structure, 1.4x3m in size, 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
Shield making may not be in your business. But if you include this item 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 on competitors who will order designs from you. True, then, in addition to equipping the 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 supply special equipment - a cutting machine on a frame, which will cost about 20 thousand rubles. It is mandatory to buy two welding machines - this is 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 worth about 400 thousand rubles. It also needs to purchase equipment for mounting structures and hanging advertising on billboards.
In addition, the production of panels will require hiring: about five office workers, a couple of welders, four fitters, about the same number of assemblers, an electrician and a driver for a van.
Provision of services
The installation of billboards also involves the production of the actual advertising posters. To provide this service, you need to hire a specialist who works with graphic editors, who understands how the production of advertising layouts for printing on such a scale goes. Such an employee can be hired in the state. But then he needs to supply professional equipment for creating layouts. You can save money by hiring a specialist for project work.
Please note that in order to provide such services, you need to install equipment for working with PVC banner fabric in the production room. Today, this is expensive equipment, but its use will largely justify itself.
Construction installation rules
- The shield should not be covered by third-party objects: lines, trees, fences, etc.
- Always keep an eye on how relevant advertising will be in this particular place. Consider which establishments are located nearby and which the target audience mostly walks past this shield.
- Consider the number of people who will be able to see ads per day.
- Consider the nature of the area. For example, on the autobahn, advertising may simply not be noticed, and on sections with complex transport interchanges, they will also not be distracted. It is better to put shields where traffic jams often occur.
- Choose the right type of billboard according to the nature of the area, the audience and the type of advertising.
Possible profit
Calculating the possible profit, it must be taken into account that in the first year about 2.5 million rubles will be spent on paperwork and the construction of at least 20 shields. The construction of one shield costs about 100 thousand rubles. In addition, funds will be spent on primary advertising on the Internet. This is without taking into account the costs of organizing their production - we assume that at first you will order them.
From one simple billboard, you can make a profit of 15 thousand rubles. per month. If you have 20 of them, then for the first year you can get an income of about 3.5 million rubles. Taking into account the initial costs, the profit will be approximately 80 thousand rubles. But after covering the initial investment, next year it is already possible to reach millions in revenues.
In this article, we will consider several options for placing billboards and banners, providing for both maximum savings and minimal personal involvement of the advertiser.
The simplest but the most expensive option outdoor placement is an order from any advertising company.
Ordering the installation of a turnkey shield
It is possible to order the installation of a billboard in the city from a company specializing in such constructions on a turnkey basis. A package service may include layout development, banner production and placement on one or more billboards on one or both sides.
The cost of ordering a turnkey shield: from 350 thousand rubles with permanent placement, or from 40 thousand rubles a year in case of rent.
Advantages of self-installation of the shield
Installation of a billboard in the city - coordination
If the site or object on which the shield 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. It also requires approval for the installation of the structure in local governments.
Installing a shield on the road
You can get acquainted with the full list of necessary approvals and documents in the city administration.
Installation of a billboard in the city - production and installation of a billboard
You can make a billboard both on your own and by ordering it from a specialized company. Such companies, unlike advertising companies, are exclusively engaged in the manufacture and installation of billboards in cities and other settlements.
Self-made shield
Special skills for self-production are not required, and all the necessary materials can be purchased on the construction market.
Nevertheless, it should be borne in mind that a truck is needed to deliver the shield, and several people and special equipment are needed to install it. In this way, savings in the case of self-manufacturing of the shield will not exceed 30-50 thousand rubles.
Advertising printing
Printing will cost about 250 rubles per 1 square meter, that is, the cost of printing for a standard city shield sized 3 by 6 meters will be about 4.5 thousand rubles. You can order a print as advertising companies as well as in print shops.