Central European Forum · Interview

“OOH operates in public space, so its contribution should extend beyond advertising”

Giorgi Trapaidze, CEO of ALMA, Georgia’s leading Out of Home company, was among the speakers at the WOO Central European Forum in Warsaw. In this interview he talks about a market where OOH already takes around 10% of advertising spend, twice the global share, why international advertisers buy on execution rather than locations, building for the long term in a difficult neighbourhood, and ALMA’s ambition to take what it has built in Georgia into new markets.

Three ALMA digital billboards running a synchronised campaign across a Tbilisi junction

Synchronised DOOH across a Tbilisi junction

ALMA has been operating in Georgia for more than 30 years and today accounts for around 90% of the country’s Out of Home market, with a nationwide network that spans billboards, digital screens, city formats, buses, the metro, bus shelters and airports. Alongside the advertising business it builds and maintains civic infrastructure for Georgian municipalities, from bus shelters to pedestrian bridges.

With the Forum focused on Central Europe and its neighbours, WOO asked Giorgi Trapaidze about Georgia’s market, the realities of operating in the region, and where ALMA goes next.

ALMA is a leading media owner in the region. How has it grown, and what does it offer now?

ALMA has been operating in Georgia for more than 30 years. Its growth has been built around a clear ambition: to make out-of-home a more accessible, consistent and accountable advertising channel. We have developed a nationwide network spanning billboards, digital screens, city formats, buses, metro, bus shelters and airports. Today, we account for approximately 90% of Georgia’s OOH market.

However, the size of the network is only part of the story. Our approach brings together three priorities: a consistent experience for advertisers, long-term partnerships with municipalities, and technology that improves how we operate. For a client, that means reducing complexity throughout the campaign journey, from selecting locations and booking to production, installation, verification and reporting.

What are the growth prospects for Georgia’s advertising market, and OOH specifically?

Georgia’s economic growth creates a strong foundation for advertising. As businesses expand and compete for customers, the opportunity for media grows with them. But a growing economy does not automatically translate into a stronger advertising channel. Each medium still has to demonstrate why it deserves investment.

OOH already has a substantial position in Georgia. We estimate that it represents around 10% of advertising expenditure, compared with approximately 5% globally. That suggests considerable scope for OOH to play a more prominent role in the media mix.

How easy is it to attract business from major international advertisers?

It requires more than attractive locations. International advertisers need confidence that a campaign can be planned, delivered and evaluated to a consistent standard. Local market knowledge is important, but so are reliable execution, clear reporting and a straightforward buying process.

This is where our customer-focused approach becomes particularly relevant. A campaign across several cities should not mean navigating incompatible specifications, separate booking procedures and inconsistent measurement. The more of that complexity we remove, the stronger our proposition becomes.

We are investing in integrated operations, audience analytics and customer platforms to support that objective. Ultimately, international advertisers need to understand both the audience they can reach and the quality of the service behind the campaign. Making those elements clear and credible is central to earning their confidence.

ALMA digital totems in the arrivals hall at Tbilisi airport — Digital totems in the terminal at Tbilisi airport

A row of ALMA backlit panels along a Tbilisi metro platform as a train arrives — Platform lightboxes on the Tbilisi metro

Russia is a major geopolitical power in the region, with particularly difficult relations with the West since the invasion of Ukraine. How has this affected your business?

The war in Ukraine forms part of a deeply challenging regional environment, and Georgia has its own direct experience of security pressures and Russian occupation. These are realities that we cannot separate from the context in which we do business.

Our approach is grounded in both realism and a long-term perspective. We recognise the uncertainty around us, while continuing to invest in our network, strengthen our operations and develop partnerships with cities and advertisers.

The important point is that geopolitical challenges have not removed the need to build for the future. Georgia’s economy has demonstrated considerable resilience, and our responsibility as a business is to combine an awareness of risk with the discipline to keep improving. That balance is an important part of ALMA’s development.

“Geopolitical challenges have not removed the need to build for the future. Our responsibility as a business is to combine an awareness of risk with the discipline to keep improving.” Giorgi Trapaidze, CEO, ALMA

Georgia stands at the intersection of Europe and Asia. Is this a benefit?

Yes, it gives Georgia a distinctive position and considerable potential. With its location on the Black Sea and its historical role connecting trade and cultures, the country can serve as a meeting point between different markets and perspectives.

For an advertising business, however, geography is a starting point. Its value depends on the quality of the infrastructure, services and commercial relationships built around it. Our role is to provide a media network that makes it easier for brands to communicate with audiences across the country, supported by consistent execution and an understanding of local conditions.

Having established a strong nationwide presence in Georgia, we now see an opportunity to apply our knowledge and experience in other markets. Our ambition is to develop ALMA into an international business, building on the capabilities we have developed at home while adapting to the needs of each market. We are therefore open to a range of partnerships with operators and other industry participants whose strengths and ambitions align with ours, across our region, Central Asia and Eastern Europe.

How can OOH make a wider contribution to cities and societies in the region, through street furniture and similar infrastructure?

OOH operates in public space, so its contribution should extend beyond advertising. A well-designed partnership can provide cities with useful infrastructure, backed by private investment and a clear commitment to maintenance.

In Georgia, our municipal partnerships encompass street furniture, bus shelters, pedestrian bridges and other civic infrastructure. The principle is straightforward: commercial activity should support assets that serve the city and its residents. The operator’s responsibility continues long after installation, through the quality of upkeep and the ability to respond to changing needs.

Long-term agreements make that investment possible by providing a predictable framework. They also need enough flexibility to accommodate new technology and evolving urban priorities.

The strongest partnerships begin with an understanding of what the city needs. When that becomes part of the operator’s commercial strategy, OOH can deliver lasting value for residents, municipalities and advertisers alike.

A run of ALMA bus shelters with advertising panels on a Tbilisi boulevard

Bus shelters built and maintained by ALMA in partnership with the city of Tbilisi

About Giorgi Trapaidze

Giorgi Trapaidze has led ALMA, Georgia’s leading out-of-home advertising company, since 2014. He brings six years of experience in corporate banking and lending, as well as three years leading a real estate company. At ALMA, he oversees day-to-day operations, growth, digital development, audience measurement and international expansion.

His experience across finance, real estate and advertising shapes his approach to long-term investment and partnerships with cities. He focuses on making out-of-home advertising easier to plan, buy and measure, while delivering consistent service for advertisers.

WOO Central European Forum, Warsaw 2026

Giorgi Trapaidze spoke at the WOO Central European Forum in Warsaw, 21–23 October 2026, which brought together the leaders of Out of Home from across Central and Eastern Europe and beyond.

Forum highlights

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