title: ÐÐµÑÐ¾Ð´Ñ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ ÑÐ°ÑÐ³ÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð½Ð¾Ð¹ Ð¸ ÐºÐ¾Ð½ÑÐµÐºÑÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ
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: Methods to improve the effectiveness of targeted and contextual advertising
Creators: name: ÐÐ½Ð´ÑÐ¸Ð°Ð½Ð¾Ð², ÐÐ¸ÐºÐ¾Ð»Ð°Ð¹
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: 2022
Subjects: ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-ÑÐµÐºÐ»Ð°Ð¼Ñ
ÑÐ°ÑÐ³ÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð½Ð°Ñ ÑÐµÐºÐ»Ð°Ð¼Ð°
ÐºÐ¾Ð½ÑÐµÐºÑÑÐ½Ð°Ñ ÑÐµÐºÐ»Ð°Ð¼Ð°
Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
ÑÐ½Ð¸Ñ-ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÐºÐ°
digital marketing performance
targeted advertising
contextual advertising
digital marketing
unit economics

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description: The title of a master graduate qualification work:Â âMethods to improve the effectiveness of targeted and contextual advertisingâ. The aim of the studyÂ was to describe and formalize a list of methods to increase the effectiveness of digital advertising. To do so the following tasks were solved: 1. The concepts, types and methods of measuring the effectiveness of targeted and contextual advertising are studied. 2. The analysis of the practice of using the methods are carried out. 3. The main directions of development in the studied area are described. The study was carried out on the basisÂ of "Airplane" company, which trains civil aviation pilots. The name has been changed because of privacy reasons. Research subject:Â methods of increasing the effectiveness of targeted and contextual advertising. Research methods:Â comparative analysis, the method of analogies, the analysis of unit economics. The main results of the study:Â the cost of attracting 1 potential client were reduced by 18,92%, which is based on 896,5 attracted leads, as well as the budget spent of 499327 CZK. Application field:Â The results of the work can be used to promote companies similar in subject matter, as well as companies outside the industry under consideration, subject to test advertising campaigns. The scientific novelty of the studyÂ lies in the development and testing of methods to increase the effectiveness of targeted and contextual advertising in the industry under consideration, as well as in the describing the main directions for development of methods. Conclusions:Â 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.