calculated separately, but was taken into account in each of the structural directions in
the form of a share.
Figure 3. Investments evaluation in the Internet advertising market 2013-2018,
UAH
Source: Ukrainian Advertising Coalition. Budgets in UAH
In 2018 such Internet marketers became the leader among Internet advertisers:
Rozetka.ua, Citrus.ua and Allo.ua. Their investment in promotion was the largest share
of total investments. At the same time, they had rather wide coverage, high frequency
of contacts and positive conversion, which influenced the development of online stores
and increased the number of feedback from consumers. In terms of coverage, the
largest categories on the Internet are e-commerce, entertainment and the automotive
industry. In 2020, it can be expected that more than 50% of the time spent on the media
will be with the mobile device and in 2019 this percentage will only increase.
Naturally, the distribution and fragmentation of information content will have a
tendency to increase. Multicast has long been used, so the young audience has a
constant need to have several media carriers. At this stage, we can receive the same
information through various media sources, from streaming television via cable /
satellite / OTT provider to newer methods for obtaining information: video broadcasts
on Twitter, Facebook, YouTube.
First, everything tends to mean that media channels will be able to adapt their
content not just to the interests, but even to the mood of a particular person. Already
there are technologies that allow online to assess the emotional state of the consumer
by analyzing his behavior in social media and his consumer habits [2].
For brand owners, it's important that the emotional context gets the message, so
the emotional component of the contact will be the subject of technology development
in digital channels.
774
1200
680
750
825
951
1200
1800
6500
1359
3%
11%
33%
38%
69%
-1
-0,8
-0,6
-0,4
-0,2
0
0,2
0,4
0,6
0,8
1
0
2000
4000
6000
8000
10000
12000
14000
2013
2014
2015
2016
2017
2018
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Context
Online video
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