Next year advertisers will have to refuse placement of companies that use only
traditional formats, and include and adapt their materials to a new technologically and
visually better carrier. An important point of the agenda is the emergence of digital
advertising carriers. The main deterrent factor is the size of the initial investment of
operators, and the temporary unwillingness of the demand to pay more for greater value
[11]. There is a decline in activity in almost all of the significant categories that invest
in outdoor advertising.
The bid side also needs time to adjust the sales process and evaluate the
performance. Recently, the Ukrainian Advertising Coalition, the Digital Advertising
Alliance of Ukraine, was founded and joined the Ukrainian Advertising Coalition,
which unites the main participants of the DOOH market in Ukraine. The Alliance has
prepared its own estimate of the volume of Digital OOH, based on expert data collected
by the Alliance members, and includes an assessment of the quantitative indicators of
digital inventory, cost, occupancy and market volume in three main categories: Digital
Outdoor, Digital Indoor and Digital Transit [10].
But for today, experts do not have a complete understanding of how these digital
OOH budgets were taken into account in the OOH Media General Table and are
justified, so the final calculations were not included. In the outdoor advertising experts
identify the following main trends that underlie advertising volumes in 2019:
• the number of structures will be reduced by 75% / planes by 40%;
• with a decrease in clustering - the effectiveness of outdoor advertising increases;
• the fee for the placement of outdoor advertising will increase.
Regarding the principles, the UN media is a single media message that should be
brief, relevant, and display the content of the entire advertising company in one
sentence.
Creative - 70% of the success of such advertising, so without the use of non-
standard elements and solutions it is impossible to achieve the marketing objectives. In
addition, the UN Media supports social activity, and almost 20% of advertising
messages are advertisements provided by social campaigns.
CONCLUSION
So, if we analyze the entire Ukrainian market of marketing communications, in
2018 it showed growth relative to last year.
In 2019, advertisers are expected to continue to increase their investment in
various communication channels. Key findings: Digital advertising in countries is
growing, and its growth is expected to outpace external billboards, radio and print
media. Since 2016 the Ukrainian advertising market is restored, and the digital media
outlets are most promising.
In table 1 the cost of the main channels of advertising communications in 2017-
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