agencies, as well as information received from industry associations such as the
Ukrainian Media Business Association (press), the Industrial Outdoor Advertising
Committee (OOH Media), the Radio Committee (Radio), the Internet Association of
Ukraine and Interactive Advertising Bureau (Internet).
Figure 2. Investment volumes on the Ukrainian media market
Source: Ukrainian Advertising Coalition. Budgets in million, UAH
In 2018 due to the dynamic development of the Internet, it was decided to
introduce a technical innovation, which, according to the VRK, would more prudently
and accurately reflect the amount of investment in online advertising. The previously
used method of calculating investment volumes was not perfect and unscrupulous
advertisers could provide false data. As the leader in the media investment in 2018
became Internet advertising, then the review of the media will begin with the dynamics
and structure of the Internet market itself. According to expert estimates, the maximum,
albeit restrained, is estimated in the categories of search advertising and online video,
which includes both an inflationary component and a quantitative increase.
As you know, the difference between classical and Internet marketing is
characterized by three indicators: efficiency, price and measurability. Due to the
benefits of these components, online advertising is growing fastest today and generates
the largest number of non-standard and interesting communications with the target
audience. If in traditional marketing communication is mostly one-sided, then in digital
marketing it is always a two-way communication between a company and a buyer. In
general, the Ukrainian Advertising Coalition forecasts an increase in investments in the
Internet at the level of + 69% by the results of 2018 [1].
In fig. 3 it was noted that contextual advertising in 2018, compared with 2017,
increased more than in three times. Such growth rates can be explained by the widest
range of audience targeting tools that make advertising more targeted to a particular
buyer. Online video has grown due to the integration of interesting content with the
study of the needs and consumer sentiment of the audience. Banner advertising keeps
its position at the expense of creative decisions and the growth of the number of planes
for placement. In addition, in the calculations of 2018, mobile advertising was not
31
34
36
38
43
40
38
37
8
7
7
7
19
18
18
18
2015
2016
2017
2018
Online
Linear TV
Radio
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