Abstract
At a time of global crisis, also at a time of accelerated digitalisation of businesses, sensible investment in communication with their customers is becoming very topical. The paper focuses on the development of investments in Internet advertising in the period 2012-2020. The method used for the research was a comparative analysis, which showed that the amount of money invested in internet advertising increased every year and that, unlike other types of advertising, no year was recorded for internet advertising during the period under review, when the value of investments in a given year would be lower than the value in the previous year. The results show that online advertising is taking an increasing share of total advertising investment. Another finding is that television advertising maintains a dominant position in the advertising market and is not directly affected by the development of investment in Internet advertising. However, the growth of investment in Internet advertising has a direct impact on the volume of investment in print advertising and OOH (Out of Home) advertising. The given types of media showed the largest decrease in terms of market share and negatively copied the development of investments in Internet advertising. In the case of radio advertising, there was also a decrease, but its dependence on Internet advertising has not been proven. However, the question arises as to the development of investments in the coming years. It is possible to anticipate the continuing strengthening of the role of Internet advertising and it will also be interesting to see whether Internet advertising will jeopardize the position of TV advertising. The results of the research will help both researchers and companies in the process of their decision to invest in selected types of advertising.
Highlights
Today, the digital world is an integral part of corporate culture, and corporate data, and data about customers and customer behavior is an integral part of the company
The method used for the research was a comparative analysis, which showed that the amount of money invested in internet advertising increased every year and that, unlike other types of advertising, no year was recorded for internet advertising during the period under review, when the value of investments in a given year would be lower than the value in the previous year
The aim of the paper was to analyze the development of investment in online advertising in the Czech Republic during 2012-2020 and to determine whether there is a relationship between the development of investment in Internet advertising and other types of advertising, such as TV, print, radio and OOH advertising
Summary
The digital world is an integral part of corporate culture, and corporate data, and data about customers and customer behavior is an integral part of the company. A significant competitive advantage for the SME sector is the availability of cutting-edge technologies and technological progress, but not every company uses the offered technologies of the digital world. Today's manager must follow current trends and customer behavior, because today he already has access to technology without significant investments. The Internet has become an irreplaceable tool for the acquisition of new customers of domestic companies. The aim of this paper is to find out how advertisers were willing to invest in Internet advertising in the period 2012-2020 and how the phenomenon affected the amount of investment in other forms of advertising. Television advertising, print, radio and OOH - Out of Home advertising, which represents the types of advertising affecting the advertising audience away from home, will be considered as other forms of advertising
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