Современные информационные технологии/ 1.Компьютерная  инженерия

Bulatova M.B.

Kostanay State University named after A. Baitursynov, Kazakhstan

Advertising in the Internet

Internet audience is growing on the average 18% a year and already comprises one billion users all over the world. According to the marketing firm Nielsen / / NetRatings, the average Internet user visits 67 sites each month and surfs 1343 pages. He spends 27 hours 57 minutes and 7 seconds (approximately 51 min. per session). It takes 42 seconds to surf one page. Judging by this we may believe that such a service as Internet advertising can be actively developed. According to analysts of Outsell Company, in the next few years the Internet will capture the more substantial shares of the total advertising budget.

This statement can be proved by the data of other scientists, because throughout the years many specialists are engaged in research of the Internet. For example, Uspenskiy I. V. highlights the major advantages of online advertising compared to traditional advertising :

- The Internet is an effective mean of presenting the object of advertising. On the one hand, this is due to the ability to provide maximum necessary information about the advertised property, on the other hand – to the multimedia nature of its environment, allowing to use all possible forms of presenting information to user - text, graphics, sound, video. In addition, hypertext gives opportunity for consumers to control the search and acquisition of information; with the help of this, the consumer is involved in the process of observing the advertising object.

- Internet provides for advertisers an effective way of focused impact on the target audience and specific users;

- Based on modern information technologies, the Internet provides the greatest opportunities of deep and operational analysis of the promotional activities’ results.

According to the Minister of Transport and Communications of Kazakhstan Askar Zhumagalieva , in Kazakhstan the number of Internet users in 2013 reached 62.8 %. Thus, the Internet audience as a field for promotional activities is extremely forward-looking; of course only by paying precise attention to assigned missions.

Segment of online advertising is also developing rapidly in the country. In Kazakhstan the growth of online advertising is 80-100 % per year over the last five years. It has become relevant and operational, that is very important for people living in a rapid way of life. Now we cannot wait while the print edition will be released, but just go to the Web- site, and read or see all the necessary and exciting information. It is this trait of online advertising that is appreciated and loved by millions of Kazakh network visitors.

According to the conclusions of analysts of Association of Communication Agencies of Kazakhstan, the Internet advertising market will grow more than other media and segment of online advertising will be the main part of the advertising industry by 2020. Therefore, planning an advertising budget we should not forget about the Internet audience.

The economic crisis has brought serious changes in the advertising market , which recently seemed unshakable - in 2008 a segment of television advertising was estimated at more than a billion dollars . But in the first months of 2011 it has already become clear that we need to reduce the costs of advertising, and as a result, the average advertising volume some TV channels was cut a third per month.

Print advertising has also changed dramatically. With the reduction of income people would unlikely immediately abandon TV or computer. But the consumer can save money on print media, especially glossy one, which is bought for entertainment and published in the lion's share of advertising. As for printed publications, they are more dependent on the crisis. Now almost every week we can hear about the closing of glossy, entertainment magazines or publications for women, etc. In this situation, a large proportion of advertising will move from the press to the virtual space. Also nowadays many publications open their sites in the Internet: there is no need to take care of circulation, distribution, no extra costs. Internet is like a life saver for print media.

One of the main advantages of the Internet over the other media is that it allows you to target, which is purposefully displaying of advertising, for example, only for 25 -35- year-old women, or other categories of consumers. It is almost impossible for other media. Generally, the target-oriented advertising has all chances to become a dominant trend in the Internet. Advertising in social networks is gradually coming to practice in Kazakhstan, and has long been mastered and become a favorite one in the Wes. This has opened up unlimited scope for targeting.

In general, advertising prospects in the Internet seems good during the ongoing financial and economic crisis. According to analysts, the majority of those who reduce their spending on TV, outdoor or print advertising, tends to promote their products in the Internet.