Audio Platform Advertising Strategies with Consideration of Global Inclusivity Practices and Ukrainian Realities

Abstract

The article analyses the transformation of advertising strategies for promoting audiobooks in the context of the growing role of the audio format in the modern media space. Despite the dominance of visual content in the global information environment, the Ukrainian market is showing active development of the audio segment, which is due to both global trends in digitalization and internal socio-political factors related to the war, humanitarian resistance, and growing demand for Ukrainian-language products. An analysis of recent studies shows a focus on issues related to the functioning of audiobooks, market development strategies, digital marketing, and the activities of aggregators, but the problem of inclusive advertising communication, particularly with regard to children with visual impairments, remains insufficiently addressed. The purpose of this article is to examine effective models of advertising campaigns by international and Ukrainian audio services and to identify opportunities for their adaptation to the domestic context, taking into account the inclusive dimension. The research uses case studies, comparative analysis, and content analysis, which made it possible to trace the specifics of the communication strategies of such international platforms as Audible and Storytel, as well as the social initiatives of the Royal Society for Blind Children and the Royal National Institute of Blind People. Particular attention was paid to the Ukrainian services MEGOGO, Abuk, and the children's app «Brobaks» from Suspilne. The results show that international campaigns demonstrate a comprehensive approach to inclusivity, integrating it into both the content of the product and the ways in which it is promoted, while the Ukrainian market focuses primarily on informing consumers about the availability of content. It has been established that the segment of the children's audience with visual impairments does not have systematic and targeted advertising support. The conclusion has been made about the need to develop interactive communication models aimed at forming active participation of listeners, which will contribute to the development of reading culture, national identity, and social integration of vulnerable groups.