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The article examines the main factors affecting the effectiveness of promotion in the digital marketing. The problems of determining the advertising media and the distribution of the budget in the media plan for the digital environment are examined in the article. Four main factors influencing effectiveness of digital promotion are revealed through the analysis of advertising campaigns and web analytics systems. Based on the results of the study, the actual advertising media for the digital marketing is determined, an advertising hypothesis, consisting of the characteristics of the audience, advertising message, channel and format of the advertising message is described. It is between advertising hypotheses that the author recommends distributing the budget when planning digital advertising campaigns. In conclusion, directions for the development of the topic raised are set and the need to study the topic of site conversion and its dependence on advertising channels is emphasized.

The article examines the current characteristics of the target audience in the digital marketing. The problem of the discrepancy between the classical ways of describing audiences and the advertising inventory of digital promotion channels has been actualised. Analysis of advertising campaigns and web analytics systems has identifed six main groups of characteristics that can be used to describe the target audience for any advertising service in the digital marketing. The new features complement existing audience description methods and allow target groups to be described in terms that are understandable to different specialists, and are available on any advertising channel in the digital marketing. The result of the study will increase the effectiveness of promotion in the digital space due to more precise settings of advertising messages.

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