CURRENT TRENDS IN THE ADVERTISING MARKET OF UKRAINE DEVEOPMENT
Abstract
Advertising is an integral part of brand marketing communications, the main informing source for target audience about goods and services. The article considers the advertising market of Ukraine current state, examines its main segments and outlines the main trends, considers the dynamics of the advertising market for 2016-2020, analyzes its development under the influence of socio-economic crisis caused by the COVID-19 pandemic, identifies segments affected the greatest impact of the crisis. The functioning of the advertising market takes place in the changing conditions of the external environment. The development of the global and domestic advertising market in 2020 took place in conditions of economic, social and political instability. During 2020 the largest reduction occurred in the segment of outdoor advertising, due to restrictions on the operation of public transport and restorans and entertainment activities. The reduction also occurred in the advertising segment in the print media, as capacity for their production and distribution was stopped. Radio advertising has not changed, and television advertising has grown. The highest growth rates in the segment of Internet advertising, which is a global trend. The biggest decline in advertiser activity occurred in the second quarter of 2020, when advertisers canceled or postponed advertising campaigns. But in the third quarter, advertising activity returned to pre-crisis levels as businesses began to adapt to changes and embed new business models. The cessation of advertising campaigns disrupts the established communication with consumers, for the restoration of which then need to spend extra money. In this research was established that the most important channels of advertising communications in the market are advertising on television and Internet advertising, the share of which in the structure of the advertising market in recent years has increased significantly. The article also outlines the changes taking place in main advertising market segments and related industries and describes the main trends in the advertising market of Ukraine.
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