{"id":10617,"date":"2022-01-25T20:21:15","date_gmt":"2022-01-25T18:21:15","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=10617"},"modified":"2022-03-02T15:48:12","modified_gmt":"2022-03-02T13:48:12","slug":"development-trends-of-internet-advertising-in-ukraine","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=10617","title":{"rendered":"Development trends of Internet advertising in Ukraine"},"content":{"rendered":"

<\/p>\n

DEVELOPMENT TRENDS OF INTERNET ADVERTISING IN UKRAINE<\/p>\n

\u0422\u0415\u041d\u0414\u0415\u041d\u0426\u0406\u0407 \u0420\u041e\u0417\u0412\u0418\u0422\u041a\u0423 \u0406\u041d\u0422\u0415\u0420\u041d\u0415\u0422-\u0420\u0415\u041a\u041b\u0410\u041c\u0418 \u0412 \u0423\u041a\u0420\u0410\u0407\u041d\u0406<\/p>\n

\"\"<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 24-27. \u041d\u043e\u043c\u0435\u0440: \u2116<\/strong>6, \u0422\u043e\u043c 2, 202<\/strong>1 (<\/strong>300)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\nDiana Fayvishenko
\nORCID ID:0000-0001-7880-9801
\ne-mail: fayvishenko.ds@gmail.com
\nOksana Melnichenko
\nORCID ID: 0000-0002-8550-8262
\ne-mail: o.melnichenko@knute.edu.ua;
\nKateryna Bogatyrova
\nORCID ID: 0000-0003-4749-1137
\nKyiv National University of Trade and Economics<\/p>\n

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DOI<\/strong>:<\/strong>\u00a0https:\/\/www.doi.org\/10.31891\/2307-5740-2021-300-6\/2-4<\/a>
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received :<\/strong> 07.10.2021
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed :<\/strong> 30.12.2021<\/p>\n

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\u00a0 \u00a0 \u00a0 The article considers the existing developments on the development of Internet advertising in Ukraine. The authors identified advantages and disadvantages of the development of Internet advertising in Ukraine, and studied the current trends.<\/p>\n

The article presents the development of Internet advertising in Ukraine. The advantages and disadvantages of the development of Internet advertising in Ukraine are identified, effective channels of interaction with contractors and buyers via the Internet are identified, tools are presented and the main trends and directions of media advertising development are highlighted. The market of advertising and pre-advertising budgets in favor of Internet advertising is analyzed. Emphasis is placed on the existing expert assessments of trends in the Internet advertising market and emphasizes the growing role of non-standard media and advertising in complex advertising and communication campaigns on the Internet. The indicators are analyzed and the results of media advertising research are presented on the basis of cross-analysis of survey data of the most important advertising agencies and advertising holdings, sites and sales houses of Ukraine, where the research results are advertising dynamics other devices. The conclusion is made on the use of non-standard communications in the direction of creative approach, deep knowledge of consumer audiences in the field of advertising on the Internet, adaptation of the target audience to digital platforms, targeting and flexibility of Internet advertising. The summary of the relevance of the direction of redistribution of advertising budgets in favor of Internet advertising is analyzed and summed up.<\/p>\n

\u00a0 \u00a0 \u00a0 Keywords:<\/strong> advertising, media advertising, trends of advertising on the Internet, tools of advertising on the Internet.<\/p>\n

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\u00a0 \u00a0 \u00a0\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u0440\u0435\u043a\u043b\u0430\u043c\u0430, \u043c\u0435\u0434\u0456\u0439\u043d\u0430 \u0440\u0435\u043a\u043b\u0430\u043c\u0430, \u0442\u0440\u0435\u043d\u0434\u0438 \u0440\u0435\u043a\u043b\u0430\u043c\u0438 \u0432 \u043c\u0435\u0440\u0435\u0436\u0456 \u0406\u043d\u0442\u0435\u0440\u043d\u0435\u0442, \u0456\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u0438 \u0440\u0435\u043a\u043b\u0430\u043c\u0438 \u0432 \u043c\u0435\u0440\u0435\u0436\u0456 \u0406\u043d\u0442\u0435\u0440\u043d\u0435\u0442.<\/p>\n

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  9. R\u0456nok ynternet-reklam\u044b v Tsentralnoi y Vostochnoi Evrope. URL: http:\/\/www.gemius.com.ua\/vse-statidlja-chtenija\/rynok-internet-reklamy-v-regione-centralnoj-ivostochnoj-evropy.html<\/li>\n
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  11. Yak tsyfrovi tekhnolohii vplyvaiut na svit i Ukrainu. Available at: https:\/\/ sergioshtogryn.blogspot.com\/2018\/06\/blog-post.html<\/li>\n
  12. Komitet z pytan Internet reklamy https:\/\/inau.ua\/news\/inau-zavershyla-doslidzhennya-rynku-internet-reklamy-za-pidsumkamy-2020-roku-i-ogoloshuye<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[59],"tags":[],"_links":{"self":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/10617"}],"collection":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=10617"}],"version-history":[{"count":4,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/10617\/revisions"}],"predecessor-version":[{"id":10977,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/10617\/revisions\/10977"}],"wp:attachment":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=10617"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=10617"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=10617"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}