Сучасні особливості розвитку інтернет-реклами

Abstract

Досліджено сучасні види інтернет-реклами та проведено аналіз їх специфіки на прикладі Instagram і Facebook. Установлено переваги та недоліки інтернет-реклами та їх особливості на різних платформах. Визначено специфіку контекстної та медійної реклами, вірусного та соціального маркетингу, ремаркетингу та ретаргетингу, еmail-розсилки. Обґрунтовано умови доцільності застосування ретаргетингу. Виділено основні види ефектів від інтернет-реклами.

Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on pages of results search, banner ads, in pay per click text ads, rich media ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. A newer form of online advertising is Native Ads; they go in a website's news line and are supposed to improve user experience by being less intrusive. An advertising company on the Internet is an easily controlled process, since adjustments to the intensity of the impressions, the focus of advertising and even the ad units themselves can be made directly during the advertising process. The most significant feature of online advertising can be the ability to analyze the effect of the events in real time. Modern types of online advertising are investigated and their specificity is analyzed based on the example of Instagram and Facebook. The advantages and disadvantages of online advertising and their features on various platforms have been established. The specificity of contextual and display advertising, viral and social marketing, remarketing and retargeting, Email distribution has been determined. The conditions of expediency of retargeting are justified. The main types of Internet advertising effects are highlighted. An ad campaign may be directed toward consumers or businesses. Online advertising can reach practically every global market, and online advertising influences offline sales.