Mass Communications Present: the Internet World!

The clash of the titans — traditional and digital media — stopped without being started. Everyone filled their niches and found points of cooperation. According to the RACA (Russian Association of Communication Agencies), the Internet has almost caught up to TV by volumes of advertisement during first three quarters of 2017, increasing by 23%. The market of online advertising is growing every year, and new tools are added to it. Some of them replace old-fashioned ones, others are modified to become smarter and more efficient. The major input to the dynamics of online advertising growth rate is made by video advertising, mobile and search advertising and performance tools. Companies’ contribution in online advertising, including ads in social media, is already equal to their expenditures for TV advertising. The content is promoted via resources of information sites, social media and mass communications platforms. How does business interact with search services and media platforms? What trends are changing the media market today?