D. Kalinkin: “We managed to build a balance between the needs of business and the interests of the city”

A new advertising format has appeared in Kazan – a communication sign, replacing the advertising stele at the request of business communities.

(KZN.RU, February 18, Alena Miroshnichenko). The Executive Committee of the city summed up the work of the Department of Outdoor Advertising and Information in 2018. They discussed new territorial requirements for the installation of advertising structures aimed at preserving the aesthetics of urban spaces and a comfortable living environment. In total, the city budget income in 2018 from advertising activities, taking into account previously concluded contracts, received 653.4 million rubles. Management has fulfilled its targets by 101%. Askar Bagautdinov, the head of the Outdoor Advertising and Information Department, announced this today at the Business Monday.

A. Bagautdinov noted that the main direction of work in 2018 was the organization of tenders for the right to install and operate advertising structures. In the new scheme, the total number of advertising spaces decreased by 34%: from 1353 to 890 ones. The number of the main type of advertising medium (euro-shield) decreased by 42%. “Despite this, we managed to increase the budget revenue from advertising activities by 26%. The total revenue from advertising activities for the ten years will amount to 3 billion 220 million rubles. The initial payments have already been received by the budget in full in the amount of 627.8 million rubles”, reported the head of the department. In total, the city budget income in 2018 from advertising activities, taking into account previously concluded contracts, received 653.4 million rubles. The department has fulfilled its tasks by 101%.

“An important innovation in trading was that their form no longer implies a one-time large inflow of funds to the budget, but it allows to receive income evenly over the entire term of the contract. Thereby, business risks were reduced. This increased competition at the auction and provided the necessary financial result”, noted the speaker. However, he noted that in the process of organizing the bidding, there was a need to improve federal legislation in the field of outdoor advertising and expressed willingness to develop the necessary proposals for this initiative.

Denis Kalinkin, the head of the Executive Committee, marked that bidding by the new scheme was the main task facing the Department of Outdoor Advertising and Information last year. “This work has been successfully completed. The contracts have been concluded for 10 years. The new payment scheme will stabilize the flow of revenues to the budget. We have repeatedly noted that the management has done a lot of work to streamline the outdoor advertising market. It is important that this work is conducted in dialog with market participants. As a result of this interaction, new directions emerge that are demanded by business, as are the same communication signs”, he noted.

“Facade advertising reflects modern trends. In the digital age, common painted walls began to look out of place and old-fashioned. If in 2017, the most popular type of facade advertising in Kazan were painted walls, the number of which in the city was 36 pieces, and 15 media outlets, then at the end of 2018, the situation changed radically. 18 painted walls left, and the number of media facades increased to 26. For the past six months, many advertising firms have redesigned their painted walls for media facades. In time, they will obviously disappear from the advertising field of Kazan”, said A. Bagautdinov.

In 2018, within the framework of the provision of a municipal permitting service, the management issued 687 permits for the installation of freestanding advertising structures and 21 permits for the installation of structures on the building facades. Currently, 954 permits for the installation and operation of advertising structures are valid in Kazan. Last year, 186 decisions were made to revoke permits for the installation and operation of advertising structures, and 91 agreements on the placement of outdoor information were withdrawn.

Today, the municipal service for the issuance and cancellation of permits for the installation and operation of the advertising structure is converted into electronic form. You can submit documents and obtain permission through the portal of state services of the RT, said the speaker.

“After the bidding, our main task in terms of control is to ensure the installation of advertising structures in accordance with the new requirements of regulatory acts. The main ones among them are the mandatory deepening of the foundations of structures, the presence of illumination of the information field in the dark and laying the cable in an underground way”, continued A. Bagautdinov in his report. He also noted that these requirements cause the greatest difficulties for the owners.

Thus, the Department conducts a survey of each advertising structure, and according to the revealed comments, it issues a requirement for their elimination. During the second half of 2018, all structures installed at the auction in the amount of 700 pieces were examined, and 546 requirements for eliminating violations were drawn. As the speaker reported, today about 50% of advertising structures already fully comply with the new requirements.

A. Bagautdinov marked that the city managed to maintain control over the situation with the illegal placement of online advertising.

“The completed five-year stage showed the need to clarify, and in some cases introduce new territorial requirements for the installation of advertising structures. The rules were developed to preserve the aesthetics of urban spaces and to maintain a comfortable living environment”, said A. Bagautdinov.

In the course of the work, minimum distances between structures of various types were determined, as well as distances between structures with an electronic-digital surface. In addition, the distances are established from the constructions to the borders of religious objects and from constructions with an electronic-digital surface to the windows of residential buildings. For example, the minimum area of advertising structures for facade advertising has been increased to 75 square meters. “Such massive advertising constructions as a supersite and a superboard can now be placed only outside the Great Ring Road. The restrictions should put a barrier on the mass and uncontrolled installation of large-format structures in the city”, emphasized A. Bagautdinov.

“We are sharping the rules of advertising for each type of advertising structures. The rules are written down to the distance from the windows of residential houses or social institutions, as well as the requirements for each design. Today, discrepancies are just impossible. The rules for placing outdoor advertising are extremely clear and transparent. We can see that all this work had a positive effect on the appearance of the city. We managed to build a balance between the needs of the business community and the interests of the city”, D. Kalinkin appreciated the work.

New rules for placing outdoor advertising are also focused on the development of a segment of city formats: pylons, pillars, communication signs and billboards. “We believe that modern city-format seasons the urban environment and provides new opportunities for positioning business proposals in the consumer market. In accordance with the new rules, the installation of city-format is now allowed at private property sites”, said A. Bagautdinov.

The speaker noted that a new advertising format had appeared in Kazan: a communication sing introduced to replace the advertising stele at the request of the business community. The first bidding for the right to install such structures will be held as a pilot project in the second quarter of 2019. Territories of industrial and warehouse purposes have been chosen for this purpose: the streets Zhurnalistov and Rodina.

“Today, the placement of one city-board on Ostrovskyo Street with an information field in the form of an electronic-digital surface has also been approved. The construction is not massive, organically fits into the urban environment. The size of the advertising field is 2.7x3.7 m. Such structures have not yet appeared in our city. So this will be a pilot project to assess the possibility of their further introduction into the urban environment”, concluded the speaker.

Photo report

The Business Monday, 02/18/2019

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18.02.2019 09:27

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(KZN.RU, February 18, Alena Miroshnichenko). The Executive Committee of the city summed up the work of the Department of Outdoor Advertising and Information in 2018. They discussed new territorial requirements for the installation of advertising structures aimed at preserving the aesthetics of urban spaces and a comfortable living environment. In total, the city budget income in 2018 from advertising activities, taking into account previously concluded contracts, received 653.4 million rubles. Management has fulfilled its targets by 101%. Askar Bagautdinov, the head of the Outdoor Advertising and Information Department, announced this today at the Business Monday. A. Bagautdinov noted that the main direction of work in 2018 was the organization of tenders for the right to install and operate advertising structures. In the new scheme, the total number of advertising spaces decreased by 34%: from 1353 to 890 ones. The number of the main type of advertising medium (euro-shield) decreased by 42%. “Despite this, we managed to increase the budget revenue from advertising activities by 26%. The total revenue from advertising activities for the ten years will amount to 3 billion 220 million rubles. The initial payments have already been received by the budget in full in the amount of 627.8 million rubles”, reported the head of the department. In total, the city budget income in 2018 from advertising activities, taking into account previously concluded contracts, received 653.4 million rubles. The department has fulfilled its tasks by 101%. “An important innovation in trading was that their form no longer implies a one-time large inflow of funds to the budget, but it allows to receive income evenly over the entire term of the contract. Thereby, business risks were reduced. This increased competition at the auction and provided the necessary financial result”, noted the speaker. However, he noted that in the process of organizing the bidding, there was a need to improve federal legislation in the field of outdoor advertising and expressed willingness to develop the necessary proposals for this initiative. Denis Kalinkin, the head of the Executive Committee, marked that bidding by the new scheme was the main task facing the Department of Outdoor Advertising and Information last year. “This work has been successfully completed. The contracts have been concluded for 10 years. The new payment scheme will stabilize the flow of revenues to the budget. We have repeatedly noted that the management has done a lot of work to streamline the outdoor advertising market. It is important that this work is conducted in dialog with market participants. As a result of this interaction, new directions emerge that are demanded by business, as are the same communication signs”, he noted. “Facade advertising reflects modern trends. In the digital age, common painted walls began to look out of place and old-fashioned. If in 2017, the most popular type of facade advertising in Kazan were painted walls, the number of which in the city was 36 pieces, and 15 media outlets, then at the end of 2018, the situation changed radically. 18 painted walls left, and the number of media facades increased to 26. For the past six months, many advertising firms have redesigned their painted walls for media facades. In time, they will obviously disappear from the advertising field of Kazan”, said A. Bagautdinov. In 2018, within the framework of the provision of a municipal permitting service, the management issued 687 permits for the installation of freestanding advertising structures and 21 permits for the installation of structures on the building facades. Currently, 954 permits for the installation and operation of advertising structures are valid in Kazan. Last year, 186 decisions were made to revoke permits for the installation and operation of advertising structures, and 91 agreements on the placement of outdoor information were withdrawn. Today, the municipal service for the issuance and cancellation of permits for the installation and operation of the advertising structure is converted into electronic form. You can submit documents and obtain permission through the portal of state services of the RT, said the speaker. “After the bidding, our main task in terms of control is to ensure the installation of advertising structures in accordance with the new requirements of regulatory acts. The main ones among them are the mandatory deepening of the foundations of structures, the presence of illumination of the information field in the dark and laying the cable in an underground way”, continued A. Bagautdinov in his report. He also noted that these requirements cause the greatest difficulties for the owners. Thus, the Department conducts a survey of each advertising structure, and according to the revealed comments, it issues a requirement for their elimination. During the second half of 2018, all structures installed at the auction in the amount of 700 pieces were examined, and 546 requirements for eliminating violations were drawn. As the speaker reported, today about 50% of advertising structures already fully comply with the new requirements. A. Bagautdinov marked that the city managed to maintain control over the situation with the illegal placement of online advertising. “The completed five-year stage showed the need to clarify, and in some cases introduce new territorial requirements for the installation of advertising structures. The rules were developed to preserve the aesthetics of urban spaces and to maintain a comfortable living environment”, said A. Bagautdinov. In the course of the work, minimum distances between structures of various types were determined, as well as distances between structures with an electronic-digital surface. In addition, the distances are established from the constructions to the borders of religious objects and from constructions with an electronic-digital surface to the windows of residential buildings. For example, the minimum area of advertising structures for facade advertising has been increased to 75 square meters. “Such massive advertising constructions as a supersite and a superboard can now be placed only outside the Great Ring Road. The restrictions should put a barrier on the mass and uncontrolled installation of large-format structures in the city”, emphasized A. Bagautdinov. “We are sharping the rules of advertising for each type of advertising structures. The rules are written down to the distance from the windows of residential houses or social institutions, as well as the requirements for each design. Today, discrepancies are just impossible. The rules for placing outdoor advertising are extremely clear and transparent. We can see that all this work had a positive effect on the appearance of the city. We managed to build a balance between the needs of the business community and the interests of the city”, D. Kalinkin appreciated the work. New rules for placing outdoor advertising are also focused on the development of a segment of city formats: pylons, pillars, communication signs and billboards. “We believe that modern city-format seasons the urban environment and provides new opportunities for positioning business proposals in the consumer market. In accordance with the new rules, the installation of city-format is now allowed at private property sites”, said A. Bagautdinov. The speaker noted that a new advertising format had appeared in Kazan: a communication sing introduced to replace the advertising stele at the request of the business community. The first bidding for the right to install such structures will be held as a pilot project in the second quarter of 2019. Territories of industrial and warehouse purposes have been chosen for this purpose: the streets Zhurnalistov and Rodina. “Today, the placement of one city-board on Ostrovskyo Street with an information field in the form of an electronic-digital surface has also been approved. The construction is not massive, organically fits into the urban environment. The size of the advertising field is 2.7x3.7 m. Such structures have not yet appeared in our city. So this will be a pilot project to assess the possibility of their further introduction into the urban environment”, concluded the speaker.