title: Ð¡ÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² ÐºÐ¾Ð½ÑÐµÐºÑÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð² ÐÐ¸ÑÐ°Ðµ Ð¸ Ð Ð¾ÑÑÐ¸Ð¸
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Comparative analysis of contextual advertising tools in China and Russia in the performance segment
Creators: name: Ð¯Ð¾ Ð¡Ð°Ð¹Ð±Ð¾
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2024
Subjects: ÐºÐ¾Ð½ÑÐµÐºÑÑÐ½Ð°Ñ ÑÐµÐºÐ»Ð°Ð¼Ð°
Ð¸Ð½ÑÐµÑÐ½ÐµÑ-ÑÐµÐºÐ»Ð°Ð¼Ð°
performance-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð¿Ð¾Ð¸ÑÐºÐ¾Ð²ÑÐµ ÑÐ¸ÑÑÐµÐ¼Ñ
ÑÐµÐºÐ»Ð°Ð¼Ð½Ð°Ñ Ð¸Ð½Ð´ÑÑÑÑÐ¸Ñ
contextual advertising
online advertising
performance marketing
search engines
advertising industry

description: Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ Ð²ÑÑÐ²Ð»ÐµÐ½Ð¸Ðµ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐµÐ¹ Ð¸ ÑÑÐ°Ð²Ð½ÐµÐ½Ð¸Ðµ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² ÐºÐ¾Ð½ÑÐµÐºÑÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð² ÐÐ¸ÑÐ°Ðµ Ð¸ Ð Ð¾ÑÑÐ¸Ð¸ Ð² ÑÐµÐ³Ð¼ÐµÐ½ÑÐµ performance. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²ÑÐ¿Ð¾Ð»Ð½ÑÐ»Ð¾ÑÑ Ð½Ð° Ð±Ð°Ð·Ðµ Ð´Ð°Ð½Ð½ÑÑ Ð¾ÑÐµÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ð¹ Ð¸ Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½Ð¾Ð¹ Ð½Ð°ÑÑÐ½Ð¾-Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°ÑÐµÐ»ÑÑÐºÐ¾Ð¹ Ð»Ð¸ÑÐµÑÐ°ÑÑÑÑ, Ð¾ÑÐ¸ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÐÐ½ÑÐµÑÐ½ÐµÑ-ÑÐµÑÑÑÑÐ¾Ð² Ð¸ Ð°Ð½Ð°Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð°Ð³ÐµÐ½ÑÑÑÐ². ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² ÐºÐ¾Ð½ÑÐµÐºÑÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð² ÐÐ¸ÑÐ°Ðµ Ð¸ Ð Ð¾ÑÑÐ¸Ð¸ Ð² ÑÐµÐ³Ð¼ÐµÐ½ÑÐµ performance. ÐÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð°Ð½Ð°Ð»Ð¸Ð·, ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð¼ÐµÑÐ¾Ð´, Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ð½Ð¾-ÑÑÐ¾Ð½Ð¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¸Ð¹ Ð¼ÐµÑÐ¾Ð´.Â  ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: - Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ñ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐ°Ð·Ð»Ð¸ÑÐ¸Ñ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¾Ð³Ð¾ Ð¸ ÐºÐ¸ÑÐ°Ð¹ÑÐºÐ¾Ð³Ð¾ ÑÑÐ½ÐºÐ¾Ð² ÐºÐ¾Ð½ÑÐµÐºÑÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ. - Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ ÐºÐ¾Ð½ÑÐµÐºÑÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ ÑÑÑÐ°Ð½. - Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ñ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ñ ÐºÐ¾Ð½ÑÐµÐºÑÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð² ÑÐµÐ³Ð¼ÐµÐ½ÑÐµ performance. - Ð´Ð°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ Ð¿Ð»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð´Ð»Ñ B2C ÑÑÐ½ÐºÐ° Ñ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸ÐµÐ¼ ÐºÐ¾Ð½ÑÐµÐºÑÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ. ÐÐ±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÐÐÐ : ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ ÑÐ°Ð±Ð¾ÑÑ Ð¼Ð¾Ð³ÑÑ Ð±ÑÑÑ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ Ð¿ÑÐ¸ Ð¿Ð¾Ð´Ð³Ð¾ÑÐ¾Ð²ÐºÐµ ÑÑÐµÐ±Ð½Ð¸ÐºÐ¾Ð², Ð² ÑÐ°Ð¼ÐºÐ°Ñ ÐºÑÑÑÐ¾Ð² Ð»ÐµÐºÑÐ¸Ð¹. ÐÐ°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð·Ð½Ð¾Ð¹ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ¾, ÑÑÐ¾ ÑÐ°Ð±Ð¾ÑÐ° ÑÐ²Ð»ÑÐµÑÑÑ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ½ÑÐ¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸ÐµÐ¼ Ñ ÑÑÐµÑÐ¾Ð¼ ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½Ð¾Ð³Ð¾ ÑÐ¾ÑÑÐ¾ÑÐ½Ð¸Ñ Ð·Ð½Ð°Ð½Ð¸Ñ Ð² Ð¾Ð±Ð»Ð°ÑÑÐ¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð¸ Ð¿ÑÐ¸Ð²Ð»ÐµÑÐµÐ½Ð¸ÐµÐ¼ Ð½Ð¾Ð²Ð¾Ð³Ð¾ ÐºÐ¾ÑÐ¿ÑÑÐ° Ð¸ÑÑÐ¾ÑÐ½Ð¸ÐºÐ¾Ð² Ð¸ Ð»Ð¸ÑÐµÑÐ°ÑÑÑÑ. ÐÑÐ¸ ÑÐ°Ð±Ð¾ÑÐµ Ð½Ð°Ð´ ÐÐÐ  Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ ÑÐ¸ÑÑÐ¾Ð²ÑÐµ ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¸ ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÑ ÐºÐ°Ð±Ð¸Ð½ÐµÑÐ¾Ð² Ð¿Ð¾Ð¸ÑÐºÐ¾Ð²ÑÑ ÑÐ¸ÑÑÐµÐ¼ Ð Ð¾ÑÑÐ¸Ð¸ Ð¸ ÐÐ¸ÑÐ°Ñ. ÐÑÐ²Ð¾Ð´Ñ. ÐÐ°Ð´Ð°ÑÐ¸ ÐÐÐ  ÑÐµÑÐµÐ½Ñ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÐ°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¾Ð±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð². ÐÐ¾Ð»ÑÑÐµÐ½Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¾Ð±Ð»Ð°Ð´Ð°ÑÑ Ð¿ÑÐ¸Ð·Ð½Ð°ÐºÐ°Ð¼Ð¸ Ð½Ð°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð·Ð½Ñ. ÐÐ±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ñ Ð¿ÐµÑÑÐ¿ÐµÐºÑÐ¸Ð²Ñ Ð¸ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð´Ð°Ð»ÑÐ½ÐµÐ¹ÑÐµÐ³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ.
description: The aim of the study is to identify the features and compare contextual advertising tools in China and Russia in the performance segment. The study was carried out on the basis of data from domestic and foreign scientific research literature, official Internet resources and analytical agencies. Research subject: Features of using contextual advertising tools in China and Russia in the performance segment. Research methods: Analysis, comparative method, problem-chronological method. The main results of the study: - the main differences between the Russian and Chinese contextual advertising markets have been identified. - the tools of contextual advertising of countries are analyzed. - the main problems of contextual advertising in the performance segment have been identified. - recommendations on campaign planning for the B2C market using contextual advertising are given. Application field: The results of the work can be used in the preparation of textbooks, as part of lecture courses. The scientific novelty of the study is that the work is a comprehensive study taking into account the current state of knowledge in the field of marketing and involving a new corpus of sources and literature. Information technologies of advertising cabinets of search engines in Russia and China were used while working on the graduate qualification work. Conclusions. The tasks of the thesis are solved, the goal is achieved, and the scope of application of the results is determined. The results obtained show signs of scientific novelty. The directions of further research are defined.