Analysis of the state and development trends of the targeted advertising market in Ukraine

Abstract

The aim of the article. The article is aimed at clarifying the current conditions of functioning and identifying the tendency of development of the targeted advertising market in Ukraine.

Analyses results. The article analyzes the state of the Ukrainian market of targeted advertising and what direction of development it is. For the study, an analysis of secondary sources of information on the targeted advertising market in Ukraine was conducted. The essence of the concept of «targeted advertising» is considered and the main researchers of the tool targeted advertising are provided. A review of the state of use of the Internet and digital advertising in Ukraine and in the world is conducted. Aggregated data on digital advertising expenditures in the world and in Ukraine. The rating of social networks by the number of users divided by gender in Ukraine is graphically constructed and described. The main characteristics of the work of specialists in targeted advertising in Ukraine are provided. An analysis of the rating of IAB Ukraine of digital agencies of Ukraine providing services for conducting targeted advertising campaigns has been carried out. The main directions of activity of the top 10 agencies providing the service of creating targeted advertising in Ukraine are analyzed. On the basis of the obtained results, conclusions are made about the status and trends of the targeted advertising market in Ukraine. The scientific novelty of the obtained research results lies in the fact that such deep and versatile marketing research of the market of targeted advertising in Ukraine has not been conducted. The practical application of the obtained research results covered in this article is the use by enterprises to organize their marketing activities and scientists in their works. The methodology and results of the research carried out in work can be the basis for further research and the basis for improving the targeted advertising market in Ukraine.

Conclusions and directions for further research. The analysis proves that digital advertising in the world and in Ukraine is constantly growing and has optimistic growth forecasts for the coming years. This is directly facilitated by the development of Internet accessibility, as it allows enterprises to increase their target audience and communicate with it. Social networks that broadcast targeted advertising are also increasing the number of their users and improving tools for advertisers. The most popular social networks in Ukraine are Facebook, Instagram, and YouTube. Ukrainian advertisers use the services of digital agencies more to carry out communications with targeted advertising. The analysis of the top 10 performance marketing agencies shows which advertising platforms market leaders focus on and which businesses they focus on. The results of the study suggest that the targeted advertising market in Ukraine is in demand among advertisers and has significant prospects and opportunities for development. Further research of the targeted advertising market in Ukraine will be aimed at collecting and analyzing primary information using marketing research tools, about the state of the market and providing conclusions based on the information received.

Keywords: targeted advertising, the market of targeted advertising, digital advertising, digital agencies, social networks.

DOI: 10.15276/mdt.7.2.2023.6

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