Regulating the Development of Information Infrastructure in the Urban Environment (Through the Example of the Market of Advertising Structures)

The presented study addresses the issues of regulating the development of information infrastructure through the example of the advertising market. Outdoor advertising is an important element of the regional advertising market, the development of which is largely determined by the cost of installation and operation of advertising structures. Regional and municipal authorities are responsible for regulation and pricing in the outdoor advertising market. The subject of the study is the market of advertising structures located in the territories owned by the Sverdlovsk region, including those placed on highways of regional and intermunicipal significance, plots of land, public ownership of which is not allocated, in the territory of the municipal formation City of Yekaterinburg, as well as on buildings or other real estate owned by the Sverdlovsk region.

Aim. The study aims to develop a methodology for determining the base rate and correction factors for the installation and operation of advertising structures.

Tasks. The authors analyze the experience of the constituent entities of the Russian Federation and municipalities in determining the base rate and correction factors for the installation and operation of advertising structures; develop a methodological approach to determining the base rate; substantiate correction factors based on the features of advertising structures and their placement.

Methods. This study uses the methods of comparison, system analysis, and systematization of information.

Results. An approach to determining the base rate and a set of corrective factors are substantiated and proposed, making it possible to determine the cost of installation and operation of advertising structures with allowance for different conditions of their placement in the context of the market of advertising structures regulated by authorities.

Conclusions. The proposed approach to determining the base rate and correction factors will provide a market-based increase in budget revenues for the Sverdlovsk region and economic benefits for companies operating in the region's advertising market. The results of the study are used in the preparation of legal acts aimed at exercising the power of the Sverdlovsk region in the field of outdoor advertising and the development of information infrastructure.

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