2018 and the forecast data for 2019 is showed, because these tools relate to ATL-
technologies in marketing and form the consumer's opinion about the product and
brand.
Table 1 Estimation and forecasts of the Ukrainian advertising media market
Indicators
Results of
2017, UAH
million
Results
2018, UAH
million
Percentage of
change 2018 to
2017, %
Forecast for
2019, UAH
million
TV advertising, total
7329
9269
26
11526
Direct advertising
6355
8071
27
10089
Sponsorship
974
1198
23
1438
Print advertising, total
1355
1612
19
1843
Radio advertising, total
480
578
20
715
OOH Media, total
2692
3493
30
4307
Digital (Internet) advertising
2145
2520
17
3772
Total advertising media market
14041
17520
25
22221
Source: Ukrainian Advertising Coalition. Budgets in UAH
Thus, by the end of 2018, the media advertising market grew by 25%. According
to forecasts in 2019 growth will not only continue, but even accelerate - to + 27%.
Internet advertising continues to lead in terms of growth rates. At the same time,
the Internet already covers the traditional media market and part of its budgets is
outside the scope of the media.
Advertisers also showed great interest in the American site YouTube that allows
sharing video as an advertising platform last year. Digital video channels, including
YouTube, nearly doubled in Ukraine and reached $ 48.5 million. Next year they can
show an increase of another 70% [4].
The Ukrainian market is restrained by low revenues from advertising, the need
for faster Internet and other factors. Additional factors of influence on the media market
of Ukraine in 2019:
• reducing television viewing and language quotas;
• contraction and stagnation category real estate;
• positive: new categories and advertisers, as well as inventory growth, new
technologies / tools.
Political announcements also give impetus to the development of digital
advertising. In the first half of 2019 television was overloaded with political
advertising, so only limited content on these channels should be considered. However,
this will only increase the importance of digital advertising.
The next trend in the market is the omnicality of marketing communications. This
approach is based on online and offline communications, where the consumer chooses
the channel of interaction with the company. After all, the consumer can receive an
advertising booklet on the opening of a new sushi restaurant, coming from the subway,
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