Keyword: «online advertising»

The paper examines the development of the market of online advertising in Russia. The authors emphasize the mobile online advertising as a perspective industry of online marketing in Russia, which is gaining mo-mentum on the Internet and characterized by its positive dynamics.

Today, the media are actively discussing the theme of millennials – Generation Y, which in 3-5 years will be the country's main economic force. Considering how fast time flies, we do not have time to look back at how the next generation will enter the arena – centennials, generation Z, or digital native (a term coined in 2001 by American futurist writer Mark Prensky). The analytical department of the international company PWC says that by 2020, about 40% of all consumers of goods in developed countries will belong to generation Z, which will gain solvency. For obvious success in the future, companies should now begin to think about who their client is and how to find a way for him.

The article discusses modern types of online advertising. The results of a consumer survey on attitudes towards online advertising are presented. The most attractive types of online advertising for consumers are analyzed, as well as the main irritants characteristic of online advertising. Conclusions are drawn about the priority directions in the development of online advertising, which is able to attract the attention of consumers without being an irritant. The results of the study can be used in the preparation of students in the specialty of secondary vocational education 42.02.01 Advertising.