The specificity of evaluating the effectiveness of advertising campaigns on the Internet

The significance of the problem of scientific understanding of the specifics of evaluating the effectiveness of advertising campaigns on the Internet is determined by circumstances of a theoretical and practical nature. In the marketing doctrine and theory of advertising management, although the number of studies on Internet communications has increased, some private issues remain unresolved, including the issue of scientifically based assessment of the effectiveness of advertising campaigns on the Internet. On the practical side, the development of a system of principles, means and tools for evaluating the effectiveness of advertising campaigns on the Internet is required. This is determined by the significant transformations that have occurred in the structure of marketing communications in recent years. With an increase in the cost of advertising on the Internet, outstripping the penetration rate of this network, the average cost of a visitor to this network also increases, which indirectly indicates not only increased competition on advertising platforms on the Internet, but also a decrease in the effectiveness of advertising campaigns for some advertisers. Evaluation of the effectiveness of advertising campaigns is a mandatory stage of their implementation, this also applies to advertising campaigns conducted on the Internet. At the same time, the implementation of this stage has significant differences from traditional methods of evaluating the effectiveness of advertising campaigns. According to the results of the study, the author concludes that the specificity of evaluating the effectiveness of advertising on the Internet manifests itself at each stage of this process to varying degrees. The features of evaluating the effectiveness of advertising communications on the Internet are primarily determined by differences in the types of online advertising used in campaigns. In addition, the process of evaluating the effectiveness of advertising on the Internet, due to the digital nature of the media space, is characterized by a relatively high availability of information and analytical base. The specificity of evaluating the effectiveness of advertising on the Internet is also expressed in the content of the complex of indicators used.