Abstract: at the beginning of the XXI century, one of the most popular advertising channels was television. All funds spent by manufacturers, large wholesale and retail companies and other organizations on advertising were focused on TV advertising. 20 years have passed, and the situation on the advertising market has changed dramatically. With the advent of the Internet in the everyday life of almost every person living on the planet Earth, advertisers have the opportunity to profitably use the advertising budget. Advertising on the Internet is not cheaper than advertising “on TV”, but in the first case, there is a possibility of direct access to your target consumer, only for this you need to set up correctly and regularly track performance indicators. Let us imagine that you need to place an ad for window cleaning products delivered to your home. One video with a duration of 20 seconds, where you need to have time to show all the advantages of the product, to place on the TV screen of a local city channel will cost about 100,000 rubles. The conversion rate will be 5% at best. It is not always possible to correctly set up an advertising company on the Internet from the first time, you need to test, calculate performance indicators, and configure the system before. But for the same amount of 100,000 rubles, with a proven setup, you can make several hundred thousand impressions to your target audience in several regions, where the conversion rate will be close to 70%.
Keywords: advertising, the advertising channels, online advertising, effectiveness, targeted advertising, traffic, conversion, sales on the Internet