INTERNET ADVERTISING IN UKRAINE: FEATURES, CHALLENGES, PROSPECTS OF DEVELOPMENT

Abstract

There were investigated trends in the development of the advertising market of Ukraine, which indicate a steady growth in the volume of Internet advertising. It was found that the analysis of individual components of the online advertising market is complicated because of the existence of significant differences in the interpretation of its components and technologies that are used. The results of the collection of the primary marketing information about the impact of Internet advertising on youth target audience allowed to ground recommendations for domestic manufacturers and service providers to increase the effectiveness of the communicative impact on young people.