INTERNET ADVERTISING MARKET IN UKRAINE: CURRENT STATE AND MAIN DEVELOPMENT TRENDS

The article examines the development trends of the Internet advertising market in Ukraine for the period 2018– 2022. The share of Internet advertising in the advertising market of Ukraine was analyzed in comparison with a similar indicator in the global advertising market. It was found that its share in the global advertising market is 51.7%, and in the Ukrainian advertising market — 61.4%. Advertising on television occupies almost the same sectors in both markets, the shares of outdoor advertising are close. The reasons for the reduction in the volume of various types of advertising in the conditions of martial law are singled out. It was found that Internet advertising during this period suffered the least losses, its volumes decreased only 1.4 times, while, for example, advertising in cinemas — 6.5 times, and advertising on television — 3.6 times. The dynamics of the total volumes of Internet advertising are illustrated.The war-induced contraction of the Internet advertising market in 2022 by 36.0% (compared to 2021) was revealed. A significant reason for this was the reduction in the first months of the war by many advertising companies of their advertising budgets due to a decrease in sales and income. The ratio of media and search advertising was analyzed based on the results of 2018 and 2022. It was found that in 2022 it was 35% and 65%, and in five years there was a slight decrease in the share of media advertising and, accordingly, an increase in the share of search advertising. The change in the volume of media and search internet advertising was studied. It was concluded that the rates of change of these two types of Internet advertising are almost the same. The analysis of the structure of the Internet advertising market by types of advertising according to the classification of IAB Ukraine was carried out. It was found that in the structure of the Internet media market in 2021, the largest share (22.7%) was occupied by digital video, which includes Youtube. Emphasis is placed on the importance of research by advertising companies of the Internet advertising market, as well as on its advantages, among which the following are highlighted: a wide audience; the possibility of choosing a target audience; lower price policy compared to other types of traditional advertising; ease of setting and editing; convenience of performance analysis, unlike other types of advertising; the speed of delivering the advertisement to the consumer.