The war has changed advertising: why Ukrainians are increasingly ignoring it
11 March 21:09
The full-scale war has significantly affected how Ukrainians consume information and respond to advertising.
According to a study by Gradus Research, almost a third of citizens ignore advertising messages altogether, and many have become much more critical of brand communication, reports "Komersant Ukrainian".
The audience expects businesses to provide useful information, clear language, and real value, rather than intrusive sales pitches.
Where Ukrainians most often see advertising
Advertising has become most noticeable on digital channels.
According to the study’s findings:
- 48% of Ukrainians most often see ads in messengers and social networks
- traditional offline advertising (in transport, shops, or on the street) has significantly less reach
- television remains an important channel, but is gradually giving way to digital formats
Digital platforms are particularly popular among audiences aged up to 44, while people aged 55–60 are more likely to watch traditional television.
Digital channels have also proven to be more resilient during power outages, as mobile internet and short formats allow users to stay online even in crisis situations.
What still works in advertising
Despite the general increase in skepticism towards advertising, some formats remain effective.
The most attention is attracted by:
- discounts and promotional offers
- short videos
- messages in messengers
- interactive advertising
Among young people, 47% of respondents named discounts as the strongest factor that makes them pay attention to advertising.
For older audiences, the tone of communication is more important: about a quarter of respondents respond more positively to a friendly and sincere style of messaging.
Why advertising has become annoying
At the same time, many Ukrainians note an increase in the aggressiveness of advertising messages.
In particular:
- 24% of young respondents consider advertising to be too intrusive
- 29% of Ukrainians try to ignore it altogether
According to sociologist and CEO Yevheniia Blyzniuk, the context of communication perception has changed dramatically during the war.
“The war has changed the context in which people perceive brand communication. Attention has become a more valuable resource, and tolerance for aggressive advertising has decreased.”
People quickly filter out messages that have no practical value or sound unnatural.
Regional and age differences
The study also revealed differences in audience behavior.
- Kyiv residents are more open to different advertising formats
- In the regions, people are more likely to trust familiar communication channels.
- Young people are more receptive to short videos and interactive content
This confirms the general trend—content consumption is increasingly shifting to smartphones.
What this means for brands
Experts believe that advertising communication in Ukraine is changing.
Messages that are most likely to attract attention are those that:
- offer real benefits
- contain relevant offers
- provide clear and concise information
In other words, advertising is gradually shifting from intrusive sales to service communication, where trust and practical value for the audience become paramount.
