ВИКОРИСТАННЯ СУЧАСНИХ ТЕХНОЛОГІЙ У СФЕРІ РЕКЛАМИ: СВІТОВИЙ ДОСВІД ТА ВІТЧИЗНЯНІ РЕАЛІЇ

The purpose of the article is to study the world experience of using modern technologies in the field of advertising and the existing realities of the domestic market. It is proved that the need to search for non-standard solutions in advertising activities based on modern technologies and innovations affects the elements of marketing strategies and advertising tools, changing them. In the course of the research, general scientific and economic – specific methods were used, in particular: monographic, generalization, statistical-when analyzing trends in the development of the advertising market; comparative analysis – when studying the application of technological innovations in the global advertising market and in domestic business. According to the results of the analysis, it was found that the modern global advertising market shows positive dynamics, and the top three are the United States, China and the United Kingdom. The main trend in the development of the global advertising market is the emphasis on technological efficiency and digital innovations, which increases the complexity of the advertising process, transforming the business models and strategy of enterprises. The study of the main trends in the use of modern advertising technologies (in countries with a high level of development of the advertising sector and digital achievements) allowed us to identify certain developments that are of interest to domestic business. Namely: integration of traditional outdoor advertising with digital innovations; distribution of the DOOH format, as well as digital video, multimedia, mobile advertising, activation of search advertising and software; use of RTB technology; artificial intelligence; Augmented Reality, advertising platforms, transition to contextual targeting in favor of avoiding the use of cookies, etc. the main trends in the advertising market of Ukraine are studied and the active development of the Digital Advertising segment is noted. It is noted that the domestic advertising business tracks existing global trends and applies the main types of innovations in its activities. It is emphasized that the practical introduction of digital innovations in the advertising sphere is possible under the conditions of appropriate technological support (software, technical, infrastructure, etc.), which requires attention to these areas both on the part of enterprises and the state.