Innovative technologies in video advertising for higher education institutions in Ukraine

The relevance of the research topic. Today, video advertising is one of the most effective tools for the interaction of higher education institutions with prospective students. Digitalization of society and shift in communication priorities necessitate the adaptation of educational institutions to competitive conditions. Innovative technologies foster a dynamic, interactive, and emotionally engaging emphasis in video advertising, helping build trust among the target audience in the educational institution. Research on this topic is crucial for improving advertising strategies, recognizing the role of cutting-edge technologies in expanding access to education, shaping a positive image of higher education institutions, and fostering public trust in them. The purpose of the article is to analyze the features of the use of innovative technologies in video advertising of higher education institutions in Ukraine. The methodology of the scientific justification is based on an interdisciplinary, comprehensive approach grounded in the content and sequence of resolving the defined objectives. In the course of reviewing and analyzing scientific research, the methods of analysis and synthesis, along with systematic and abstract-logical techniques, were applied. The content analysis method made it possible to identify which innovative video advertising technologies are most commonly used by Ukrainian higher education institutions. The results. Innovative technologies used in video advertising are analyzed based on the examples of specific higher education institutions in Ukraine, arranged chronologically by the year of implementing innovative advertising from 2017 to 2024. These examples represent institutions from different regions of Ukraine (Kyiv, Kharkiv, Lviv, Kherson, Dnipro, Odesa, Chernivtsi) and encompass a variety of specialties — technical, humanities, arts, and interdisciplinary ones. The scientific novelty. For the first time, an analysis has been conducted of innovative technologies in video advertising currently employed by Ukrainian higher education institutions. The practical significance. The analysis of the main innovative technologies used in video advertising on the example of specific higher education institutions can be used by other Ukrainian educational institutions to develop their own effective video advertisements. Conclusions. An essential tool for adapting higher education institutions to the contemporary information environment is the integration of innovative technologies into their advertising activities. Innovative technologies in video advertising support effective engagement with prospective applicants, foster trust between the institution and its target audience, and shape a positive institutional image, thereby enhancing its standing in the educational sphere. In combination with other strategies, these innovative technologies enable higher education institutions to address the realities of the digital environment and reinforce trust in their educational offerings.