Digital Marketing as an Environment of the Interactive Digital Advertising Technology

The article is aimed at researching the digital marketing as an environment for the development of digital advertising. The main channels of digital marketing, their instruments, features and trends of contemporaneity are considered. It is detailed that the consumers’ perception of the channels and instruments of marketing communications in the digital environment depends on the age of users, as evidenced by the theory of generations X, Y and Z. It is determined that the volume of digital advertising in the communication market of Ukraine during 2019 has grown by 34%, and, according to the All-Ukrainian Advertising Coalition (AAC), the forecasted growth will amount to 31% in 2020. The results of the AAC Advertiser’s Choice study, resulting in a list of the top 10 Ukrainian communication agencies and media agencies, are presented. Sociological studies on the users of digital marketing of the age category of the generation X (35–55 years) regarding their digital advertising preferences are carried out. It is determined that 90% of respondents experience overload from the amount of advertising; their loyalty to distribution channels such as computers and tablets, digital TV, interactive screens and self-service terminals is quite high (8-9 points), but these channels do not enjoy sufficient trust among consumers (5, 6, 6, 7 points respectively). It is defined that 65% of respondents are positive about viewing the branded content, 93% of them are ready to view content with the mention of celebrities. However, only 48% are ready to pay attention to articles (large in volume), even with such interactive elements as images, videos, quotes and infographics. It is concluded that digital marketing is the main focus of marketing development in the context of informatization of society. Digital channels provide the efficiency of information dissemination and become a breeding ground for the development of interactive digital advertising technologies.