TRANSFORMATION OF THE ADVERTISING BUSINESS IN THE CONTEXT OF DIGITALIZATION: GLOBAL TRENDS, ENTERPRISE ADAPTATION STRATEGIES AND UKRAINIAN REALITIES

Abstract

Introduction. The object of the study is the advertising business as a component of the modern economy operating under the influence of digitalization, global competition, changing consumer behavior and the transformation of communication channels. The article addresses the problem of identifying the key directions of renewal in advertising activities of enterprises both globally and in Ukraine, since traditional promotion models are gradually losing their effectiveness, while the market requires flexible, technologically oriented and economically justified solutions.

Purpose. The purpose of the study is to summarize the global trends of the advertising business, including the transition to data-driven marketing, programmatic advertising, personalized communication, omnichannel interaction, the use of artificial intelligence, the development of influencer marketing and the growing importance of corporate social responsibility in brand communication.

Materials and methods. The obtained results make it possible to solve the stated problem by combining theoretical analysis of scientific approaches, comparison of foreign and Ukrainian business practices, and identification of enterprise adaptation strategies.

Results. Special attention is paid to Ukrainian realities, where the advertising market is adapting to wartime instability, limited budgets, audience migration, the rapid growth of digital platforms and changes in consumer value orientations. This allows advertising to be considered not only as a promotion tool, but also as an element of a company’s business model and competitive strategy. These results are explained by the fact that the modern advertising business is developing at the intersection of the data economy, digital technologies, behavioral changes and crisis adaptation.

Prospects. The practical application of the conclusions is possible under the conditions of systematic target audience analysis, ethical use of data, optimization of advertising budgets, combination of global technological solutions with the local context and development of a long-term communication strategy for enterprises.