Outdoor advertising market in conditions of pandemic

The article presents the results of studying global and Russian advertising market dynamics, in particular, outdoor a pandemic. crisis triggered by COVID-19 pandemic has affected almost all markets. most stable markets were considered USA China. media segments Russia period 2010 - 2020 have been analyzed; on Internet is recognized as leading segment, second third places are television UN advertising, respectively. Global ad spend across 4.2% lower 2020. Outdoor, TV, radio print revenues amounted to $ 233 billion. was among first be negatively pandemic: decrease car pedestrian traffic led changes marketing budgets, less number advertisers high cost advertising. Starting from half 2020, began recover, which near future will entail an increase brand spending relevance programmatic sales modern conditions proved. costs purchases digital inventory illustrated, slow introduction UN-company noted. neuromarketing study conducted residents Belgorod, confirming problem low visibility presented. main directions further development outlined: short-term planning, reduction terms volumes placement; digitalization inventory; consolidation operators; regions, etc.