Impact of Media Transformation on Advertising Products

The paper is devoted to the analysis of impact of media transformation on advertising products. We focused on the trends in the transformation of media consumption and the related adjustment of advertisers' activity. As a result of the media transformation, advertisers and advertising agencies are beginning to acquire the following features: the development of new advertising media and communication channels; increased competition between advertising agencies for advertisers and target consumers of the advertising product; virtualization of advertising activity, due to the rapid growth of Internet advertising; The development of Internet technologies. Internet technologies began to be used as an effective marketing tool. We made the conclusion that the paradigm of changing media consumption and a deeper study of co-location in the two most important media segments in the country (television and the Network) are key to further research, as evidence of the effectiveness of this placement will allow advertisers to optimize budgets, following organic trends in consumer behavior