INNOVATIVE TECHNOLOGIES IN ADVERTISING ACTIVITIES OF ENTERPRISES
Abstract
The modern development of the economy is characterized by the rapid digitalization of business processes and the increasing role of information technologies in the marketing activities of enterprises. Advertising activities remain one of the key tools for generating demand, increasing competitiveness, and effectively promoting goods and services on the market. In the digital economy, traditional advertising approaches are gradually being transformed by innovative technologies, including artificial intelligence (AI), big data analysis (Big Data), automated advertising platforms, virtual and augmented reality (VR/AR), programmatic advertising, mobile technologies, and other digital solutions. The relevance of the study is due to the radical changes that innovative technologies are bringing to the structure of the advertising market. They significantly increase the efficiency of communications with consumers, provide ultra-high accuracy of audience targeting, reduce the costs of ineffective contacts, and allow for a personalized approach in real time. According to international research, digital channels already account for more than 72.7% of global advertising investments. The volume of online advertising exceeded 790 billion USD in 2024, demonstrating steady growth compared to previous years. At the same time, total global advertising spending exceeded 1 trillion USD, which emphasizes the strategic importance of the advertising industry for the development of the modern economy as a whole. The digitalization of advertising is not only changing communication channels, but also transforming marketing business models themselves: from mass campaigns to hyper-personalized interactions, from static creatives to dynamic AI-generated materials, from traditional media planning to automated programmatic buying. This creates new opportunities for small and medium-sized businesses, while increasing competition and requiring companies to constantly update their digital marketing competencies. Thus, the study of innovative technologies in advertising is not only relevant, but also a strategically important task for understanding modern trends in economic development.
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