The article is devoted to defining the boundaries of the concept of "media advertising", its features, functions and tasks. Display advertising is one of the most popular and effective digital advertising formats nowadays. This is due to the visual techniques that display advertising uses to grab attention and increase brand awareness over the Internet. For the first time media Internet advertising in Russia appeared in 1998 on the Yandex platform in the format of small banners. The publication gives a typology of Internet advertising, which is based on the division into media, contextual, viral and targeted. The main features of media advertising are a large budget, photo, video and audio formats, the main goal is to increase brand awareness, work with a wide audience, can be aimed at long-term results. The article names the main trends in the development of the modern media advertising market in Russia, both in terms of budgets and format. Without touching on professional technological details, but based on the segmentation of the target audience given for use, an example of using display advertising for promotion is given. As a result of the Domovoy brand audit, as well as the identification of new segments of the target audience after its rebranding, 3 test media advertising campaigns were planned and implemented. Their performance is measured by predefined metrics such as post-click and post-view conversions, CTR, VTR.
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