The Contemporary Trends in Advertising Services Global Market
The Contemporary Trends in Advertising Services Global Market

Author(s): Lia Anton, Zorina Siscan
Subject(s): Business Economy / Management, Marketing / Advertising
Published by: Scientia Moralitas Research Institute
Keywords: Contemporary Trend; Global Market; Advertising Service; Performance Advertising;
Summary/Abstract: One of the powerful driving forces in any business is advertising. Business internationalization contributes to the constitution of the global market of advertising services that also is digitalized. In this article, the authors aim to uncover and explore the contemporary trends in the global market of advertising services, under globalization and digitalization socio-economic megatrends. Methodology and Results: Leaned upon the evolutionary approach to the global market of advertising services, and the analysis of relevant statistical data, the authors have systematized the main trends observed in global advertising services market and provided explanations for these trends. They also have identified and analyzed the particular directions within these general trends. Furthermore, the authors have paid attention to the shifts in global market of advertising services produced by the COVID-19 pandemic crisis and offered recommendations which, alongside the outcomes of the article, may help businesses to develop their strategies in line with the revealed and systematized trends and particular directions in order to become more competitive at the contemporary global market of advertising services. In this context a concept of performance advertising has been introduced.

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