Transformation of Advertising in the Context of the Development of Digital Technologies

Abstract

The purpose of the article is to study the transformational processes occurring in advertising in the era of intensive development of digital technologies.

Research methodology. To elucidate the transformational features of the functioning of advertising in the media space of Ukraine in the digital age and determine its most common types and specific features, the following methods were used: analysis, descriptive method, method of classification and generalization.

Results. According to the results of the study, it was found that the transformation of the advertising environment and the development of advertising communication are directly related to the processes of digitalization, namely the penetration of digital technologies and data into communication products. As part of the digital transformation, there is a significant rethinking of communication impact.

The meanings of the «Internet advertising» and «digital advertising» terms are also disclosed and their difference is justified: digital advertising includes not only on-line channels, which, in fact, are the Internet, but also other types. It is noted that on-line advertising is a structural part of digital advertising.

This research paper defines digital advertising as a complex of advertising activities for promoting a product / service / idea / person, which is necessarily characterized by the use of digital technologies, both through on-line and off-line channels, which is a unique experience and one of the main trends in modern advertising.

Attention is focused on the fact that the process of digitalization is characterized by transformation, introduction of digital technologies in order to optimize and improve communication links with consumers with the help of advertising content. The digital transformation of communication in Ukraine provides rethinking the model of building relationships of companies with customers and partners.

Novelty. In scientific research it was found that the main advantage of digital advertising, which brands use for advertising in the media space of Ukraine, is a high degree of its focus, right down to each user; if practically all other means of advertising are aimed at the masses, the Internet allows displaying advertising to a clearly defined circle of people.

Practical significance. Advertising in the digital field allows to create an advertising product, taking into account the specific needs of the client and the situations of consumption of advertising content by recipients.

Key words: advertising, advertising communication, on-line advertising, digitalization.