CURRENT STATE AND PROSPECTS OF DEVELOPMENT OF THE ADVERTISING MARKET OF UKRAINE AND THE WORLD


  • S. Sendetska Lviv national university of veterinary medicine and biotechnologies named after S. Gzhytskyj
Keywords: the global market, outdoor advertising, Internet advertising, marketing policy of communications, media carriers, media advertising, radio advertising, the market, advertising in the press, advertising via mobile devices, advertisers, TV advertising

Abstract

This article researches and compares the main trends that were formed on the advertising market of Ukraine and the world for the last ten years. It is also shows that Ukrainian advertising market has grown in hryvnia equivalent however suffered two crisis recessions in years 2009, 2014. In a dollar equivalent capacity of Ukrainian market of the media advertising has decreased twice in ten years while capacity of the global advertising market has grown by a third.

It is provided the structure of Ukrainian market of the media advertising and it's dynamic by various media of channels. It is shown that for the researched period the share of the Internet advertising has increased due to the reduction of expenses on TV advertising, advertising in the press and outdoor advertising.

Comparison of distribution of advertising expenses by the context of media in Ukraine and the world is carried out. World tendencies of prospects of development of the advertising market concerning advertising mediums are considered. It is shown that advertising via mobile devices is a key factor of growth of the advertising markets.

Top five of world advertisers are determined due to amounts of promotional expenses in 2015 and their promotional expenses are considered as well via digital carriers and mobile devices. The prospects of development of the global advertising market concerning the leading countries are determined. The prospects of development of the advertising market of Ukraine and major factors which determine them are considered.

 

References

1. Lazebnik, M. (2016). Objem reklamnogo rynka Ukrainy 2015 i prognoz objemov rynka 2016. Jekspertnaja ocenka Vseukrainskoj reklamnoj koalicii, available at: http://www.adcoalition.org.ua/adv/statistics (Accessed 24 September 2016) (in Russian).

2. Jencilopedija marketinga (2011). Razvitie global'nogo i rossijskogo reklamnyh rynkov, available at: http://www.marketing.spb.ru/mr/media/global_trends.htm (Accessed 24 September 2016).

3. EMarketer (2014). Advertisers Will Spend Nearly $600 Billion Worldwide in 2015, available at: http://www.emarketer.com/Article/Advertisers–Will–Spend–Nearly–600–Billion–Worldwide–2015/1011691 (Accessed 24 September 2016).

4. The Statistics Portal «Statista» (2016). «Distribution of advertising spending worldwide in 2013 and 2018, by medium», available at: https://www.statista.com/ statistics/265717/distribution–of–advertising–spending–worldwide–by–medium/ (Accessed 24 September 2016).

5. Forbes (2015). Trends In Global Advertising Industry: Winners And Losers – Part 1, available at: http://www.forbes.com/sites/greatspeculations/2015/09/28/trends–in–global–advertising–industry–winners–and–losers–part–1/#7fe2c2a723a1 (Accessed 24 September 2016).

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Published
2016-09-06
How to Cite
Sendetska, S. (2016). CURRENT STATE AND PROSPECTS OF DEVELOPMENT OF THE ADVERTISING MARKET OF UKRAINE AND THE WORLD. Scientific Messenger of LNU of Veterinary Medicine and Biotechnologies. Series Economical Sciences, 18(2), 132-135. https://doi.org/10.15421/nvlvet6926
Section
Economic efficiency of production and agricultural products alteration