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Contextual Advertising as a Socioeconomic Tool for Business Development
Kozurman S. M., Fedoskin V. V.

Kozurman, Serhii M., and Fedoskin, Vladyslav V. (2024) “Contextual Advertising as a Socioeconomic Tool for Business Development.” Business Inform 11:406–411.
https://doi.org/10.32983/2222-4459-2024-11-406-411

Section: Management and Marketing

UDC 659.1:[004.738.5]:[316.42:330.3]

Abstract:
In today's increasingly competitive digital business world, effective contextual advertising is a critical success factor. One of the effective tools of digital advertising is contextual advertising. Contextual advertising is an integral part of a successful marketing strategy in the digital age. Due to its unique nature, contextual advertising enables businesses to reach their target audience by displaying advertising messages according to the specific context in which users are viewing them. This allows you to maximize the effectiveness of advertising campaigns, ensuring relevance and helping to attract the target audience. The aim of the article is to study the concept of contextual advertising, its components, principles of use and impact on business efficiency. The set aim is achieved by consistently solving problems using dialectical, historical and logical approaches. The article describes the essence and parametric characteristics of contextual advertising. Considered and substantiated, the biggest advantages of contextual advertising are its effectiveness. Contextual advertising is an effective tool for promoting companies and brands in the Internet environment. Its main principle is to reach potential customers at the moment when they are actively looking for information about goods or services, which increases the opportunity to attract attention and increase the chances of conversion. The optimal use of contextual advertising in combination with other marketing tools is a key success factor in today's competitive online space. The practical significance lies in the formulation of proposals for the use, regardless of the size of the company or the industry, of contextual advertising, which can be a powerful tool that will help attract new customers, increase sales and strengthen the reputation of the brand.

Keywords: contextual advertising, text, media and text-graphic advertising, effectiveness, relevance of ads, targeting.

Bibl.: 8.

Kozurman Serhii M. – Applicant, Department of Human Resources Management, Labor Economics and Economic Theory, Poltava University of Economics and Trade (3 Ivana Banka Str., Poltava, 36003, Ukraine)
Email: [email protected]
Fedoskin Vladyslav V. – Applicant, Department of Management, Poltava University of Economics and Trade (3 Ivana Banka Str., Poltava, 36003, Ukraine)
Email: [email protected]

List of references in article

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Natorina, A. O. Kontsepty upravlinnia rozvytkom onlain-biznesu v umovakh tsyfrovoi transformatsii [Concepts for Managing the Development of Online Business in the Minds of Digital Transformation]. Kherson: Oldi-Plius, 2020.
Chaikovska, M. P. Kontseptualno-metodolohichni zasady upravlinnia marketynhovymy IT-proiektamy v umovakh tsyfrovykh transformatsii [Conceptual and Methodological Approaches to Managing Marketing IT Projects in the Minds of Digital Transformation]. Odesa: Oldi-Plius, 2021.

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