BOOM TO THE PROMOTION ONLINE. THE INTERNET ADVERTISEMENT AS NEW ADVERTISING MEDIA

Authors

  • KATARZYNA ELŻBIETA KUŚMIERZ

DOI:

https://doi.org/10.58246/sjeconomics.v25i2.189

Keywords:

online advertising, types of online advertising, online advertising market

Abstract

The article examines the basic forms and characteristic features of online advertising which distinguish it from the other advertising media. The author has presented the structure of the online advertising market in Poland and its possible development in the future. The web advertisement is becoming a medium which will dominate the advertising market in Poland. The article discusses the theoretical and empirical material. The secondary sources have been used to write the article, namely scientific literature, empirical data from the IAB reports (AdEx/PwC), gemius AdReal as well as analyses obtained from wirtualnemedia.pl and interaktywnie.com.

Published

2017-09-30

Issue

Vol. 25 No. 2 (2017)

Section

Article

License

CC-By licence - allows a work to be copied, modified, distributed, presented and performance of a work only on the condition that the original author is credited. It is a licence guaranteeing the broadest freedoms for the licensee.