Abstract
The article proves that classic marketing communications today face total mistrust on the part of potential consumers, primarily direct aggressive marketing. That is why brands are looking for new channels of communication and influence on the audience. The web series format is perfect for this because it combines storytelling, video content and influencer marketing. In addition, this form of marketing communications promotes maximum interaction of the potential consumer with the content. The main emphasis in the article is on the development of the method of using web series as an effective tool of modern marketing communications. The article proves that the development of web series naturally occurred in parallel with the development of the Internet. Proved similarities between TV and web series. An author's classification of modern web series is proposed, according to which horizontal, vertical, mixed and anthology formats are distinguished. Using the example of the first Ukrainian advertising web series "Free Money", filmed for Freedom Finance Ukraine LLC, the implementation mechanism of such a project was analyzed and an attempt was made to develop a methodology for using web series in modern advertising companies. It has been proven that web series have much broader tasks, bolder moves, more flexible timing and opportunities to raise more pressing topics compared to classic advertising tools. It has been proven that the main aspects of the popularity and effectiveness of a web series as an advertising tool are: non-standard format for the Ukrainian advertising market, beautiful, high-quality and expensive picture, full-fledged drama, professional, popular and experienced actors and working with a brand without a product placement format.
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