Digital Advertising in the European Union during 2015–2019: The Main Methods and Results of Researches

Афанасьєв, Ілля Юрійович (2020) Digital Advertising in the European Union during 2015–2019: The Main Methods and Results of Researches In: Міжнародна науково-практична онлайн-конйеренція «Медіазнавчі студії в європейському діалозі: освітній та науковий дискурси» (13–14 листопада 2020 р., м. Київ).

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During the 2010s, both electronic media and electronic advertising were changing, improving, and spreading very quickly. Therefore, the analysis of that changes is just beginning, even in the most developed countries. The standard of living and the level of technology, as well as the huge volume of the internal market of the EU (European Union), contribute to a much faster development of the theory and practice of electronic advertising in the EU than in Ukraine. The study of this part of the latest European experience, the events of 2015– 2019, can provide a significant positive effect on the successful development of electronic advertising in Ukraine. The report contains three key components: 1) the overview of the main sources and methods of studying e-advertising in 2015–2019 in the EU; 2) the analysis of terminology used in the EU countries in regard with various types of electronic advertising and related phenomena; 3) complex description of the European e-advertising market in 2015–2019 and its reflections in the analytical literature, including academic papers.The report covers the main events of the European market of electronic advertising in the second half of the 2010s, gives a brief description and classification of the main players on this market, key customers and performers of advertising products. The main changes in the legal norms governing the activity on this market are mentioned. The main technical innovations, marketing approaches to the use of electronic advertising in the EU countries are briefly described. The report also contains an overview of printed and electronic sources on modern European e-advertising: monographs, academic and business periodicals, web portals, blogs, etc. Based on the collected information, a number of recommendations to Ukrainian advertisers are offered to improve the advertising market of Ukraine, as well as to accelerate the academic analysis of modern advertising.

Item Type: Conference or Workshop Item (Keynote)
Uncontrolled Keywords: advertising; Digital advertising; electronic media; new media; advertising market of the European Union
Subjects: Наукові конференції > Міжнародні
Divisions: Факультет журналістики > Кафедра реклами та зв'язків з громадськістю
Depositing User: Ілля Юрійович Афанасьєв
Date Deposited: 04 Dec 2020 06:56
Last Modified: 04 Dec 2020 06:56

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