Methods for Measuring Audience and Analyzing the Results of Advertising Campaigns in Non-traditional Media

A graduation work "The methods for measuring the audience and the analysis of advertising campaigns results in the channels of a non-traditional media" is devoted to a new medium and the methods for its measurement. Within this research, numerous articles on sociology, journalism, and marketing as well as various perspectives on the effectiveness of advertising in both the traditional and non-traditional channels were observed. Not only the impact of technologies «Big data» but also its modern application to marketing strategies were considered. In the work, the strategies for advertising placements in standard channels and in non-standard media were created. The study has succeeded in the confirmation of new online channel’s efficiency: it has provided with an excellent opportunity to target the audience even more precisely, to turn to smaller segments of the audience and to set up accurate KPIs to monitor further performance.