Тенденції та перспективи розвитку світового рекламного ринку

Abstract

Стаття присвячена аналізу тенденцій та перспектив розвитку світового рекламного ринку під впливом мінливих умов ринкового середовища та науково-техічного прогресу. Визначено, що інформатизація світової економіки та розвиток сучасних медіа ринків призвели до диверсифікації реклами, появи нових, більш ефективних її видів. Виокремлено основні тенденції розвитку реклами в сучасному суспільстві, серед яких створення нового формату комунікації зі споживачем, використання нестандартних медіаносіїв рекламного повідомлення, глобалізація рекламних кампаній та інші. Досліджено трансформації структури світового рекламного ринку та роль основних видів реклами на ринку, особливості географічної структури рекламного ринку. Проаналізовано передумови та тенденції розвитку Інтернет-реклами.

The article is devoted to the analysis of trends and prospects for the development of the global advertising market under the influence of changing conditions of the market environment and scientific and technological progress. Advertising is seen as a market research tool that allows advertisers to increase the effectiveness of their market. It is substantiated that the global advertising market, integrating into the socio-economic processes of society's development, has become an integral element of the global economy. It was determined that the informatization of the world economy and the development of modern media markets led to the diversification of advertising, the emergence of new, more effective types of advertising, and the conceptuality of advertising and the establishment of feedback from the consumer are the key to the success of the marketing activities of a modern enterprise. The main trends in the development of advertising in modern society are highlighted, including the creation of a new format of communication with the consumer, the use of non-standard media carriers for advertising messages, the globalization of advertising campaigns, and others. Emphasis is placed on such features of the development of the advertising market as increasing the social coloring of advertising and the social responsibility of advertisers. The transformations of the structure of the world advertising market and the role of the main types of advertising in the market, the peculiarities of the geographical structure of the advertising market are studied. A detailed analysis of statistical data on the volume of advertising by such types as advertising on television, advertising in print media and on the radio, Internet advertising was carried out, as a result of which a significant dynamic of the development of network advertising and a significant decrease in the contribution to the value volume of the advertising market of traditional types of advertising were revealed. The prerequisites, trends and prospects for the development of Internet advertising are analyzed. It is concluded that the redistribution of the advertising market and the growth of the share of Internet advertising is a global trend.