Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Adnan Arnautlija
GROSS VALUE OF ADSPEND IN SLOVENIA IN 2016 HITS €1BN MARK
On Slovenia’s Marketing Magazine request, agency Mediana has prepared data on gross value of advertising in 2016, based on the data collected in the project Mediana IBO. The agency highlighted that the gross total value is based on all registered ads and prices from the official price lists, and did not take into account discounts, special sales conditions that are based on the reach of public or free publications. “Because of the business deals that are based on the public reach, secret discounts, ‘under the counter’ deals and free publications, it is impossible to estimate the real net value,” Irena Setinšek, CEO of Mediana wrote for the March issue of Marketing Magazine.
Here are a couple of highlights from the article in new issue of Marketing Magazine which will be published tomorrow, 28 February:
- Value of gross adspend in Slovenia in 2016 rose by 14 percent.
- With 80% share in gross total advertising spend, TV in Slovenia is miles ahead of all other media.
- Gross value of advertising in TV has grew by 19% compared to previous year.
- Advertisers had allocated 100 million euros gross for print media in 2016, which is almost the same as in 2015.
- There are no data on what percentage of adspend in Slovenia is intended for digital media, not even in gross amounts.
- 5 largest radio stations have a 3% share in the gross advertising spend.
- Investments in outdoor advertising and other advertising media are stable.
- The best advertisers are retailers, followed by telecom companies and automotive industry.
Chart: Gross value of advertising in all media in 2016 (in EUR)
Source: Mediana, to be published in MM, No. 429/march 2017
You can order the new MM at info@marketingmagazin.si or by filling out the online form on their website.
DIGITAL TAKEOVER: GOOGLE’S EXPERT WILL REVEAL HOW TO CONVEY THE RIGHT MESSAGE TO THE RIGHT PERSON
Leading global and regional experts in the field of digital business, marketing and media will share their experience and knowledge with participants at the Digital Takeover, the largest regional conference on digital trends. One of the speakers whose rich and interesting experience will surely attract great interest of participants is Damian Huba, head of Google’s team for Media Buying Solutions in Central and Eastern Europe.
For the last four years Huba has been in charge of selecting the best media solutions at DoubleClick, the adtech extension of Google. Through daily collaboration with agencies and marketing experts he has specialized in performance marketing, web analytics and creating strategies for online marketing. Prior to joining the Google team, Damian has taught Digital Marketing at AGH University of Science and Technology in Krakow, where he passed on his passion for new technologies and startups to his students.
Since today we have access to extremely advanced and powerful tools that can make marketing campaigns very successful, Huba’s lecture at Digital Takeover will clarify what is needed for successful, personalized and measurable digital marketing campaigns. He will reveal to us the digital tools to help you convey the right message at the right time to the right person.
Visit the official website to register, and follow the news about the conference on social networks: Facebook, Twitter and LinkedIn.
NEXT BALKANS ANNOUNCES SCHEDULE OF LECTURES
Next Balkans has announced the schedule of lectures for the conference NextZone: The creative drive, which will be held 01-02 March 2017, at CineStar in Zagreb.
Well-known regional experts from the world of marketing and public relations will speak at the conference, and through their own experiences they will get us more familiar to the challenges they face when creating campaigns, cooperating with agencies / clients and trends.
The conference will also include the Next Balkans competition, while the Brend Kultura magazine has also announced they will declare the winner in the category KUL campaigns, nominated by the editorial board and presented over the past year in the magazine.
The nominees are two campaigns:
- Campaign HEINEKEN “Moderate Drinkers Wanted” which was presented in Croatia under the slogan “Real men know when to stop”. This spot is done by multiple award-winning director from Denmark, Nicolai Fuglisg,
- “Voziona”, directed by Tomislav Rukavina, which the team of Unex Grupa designed exclusively for the online channels of ORYX Assistance.
Registration fees for the NEXT BALKANS conference are free of charge, so if you wish to register or check the schedule of lectures, visit www.next-balkans.com
GET READY FOR A LOT MORE MID-ROLL ADS IN FACEBOOK VIDEOS
Facebook has expanded its trial of in-stream video ads beyond Facebook Live – reportedly even testing mid-roll ads in videos from publishers as it seeks to better monetize the video content on its platform.
According to Recode, Facebook is testing these ads with a small number of US publishers – letting publishers keep 55% of the revenue and retaining 45% for itself.
Per Recode, the video must run for at least 20 seconds prior to the first in-stream ad and additional ads must be at least two minutes apart.
The news comes after Facebook announced it was testing mid-roll ads within Facebook Live in August. These ads appear five minutes into live broadcasts and are 15 seconds or less.
Ad Breaks are available to US broadcasters, but Facebook said it hopes to eventually expand.
DEATH OF AN OGILVY PHILIPPINES EMPLOYEE SPARKS RENEWED DEBATE OVER WORK-LIFE BALANCE AT AGENCIES
A young brand strategist with Ogilvy & Mather Philippines died last weekend after purportedly working overtime while suffering from pneumonia.
Mark David Dehesa spent less than a year with the PR division of Ogilvy’s Manila office. He’d previously worked in accounts with Publicis, JWT and BBDO. His death last Sunday has already stoked the debate about work-life balance at agencies and overwork, a particularly contentious topic in Asia.
According to a former colleague, Dehesa worked through the early hours of the morning last Friday to prepare for a meeting then stayed in the office until late that evening before asking to be driven to the hospital, where he later died.
“Clients always ask for something good,” Ogilvy copywriter Jeff Stelton wrote in a Facebook post after learning of the employee’s death. “We do it almost to the point of martyrdom; sacrificing our time with our families, dates with our loved ones, but most importantly, our health.”
Stelton, who had worked with Dehesa in the past, continued: “But with the untimely passing of yet another young colleague, I feel like it’s time we say ‘no’ to this unnecessary martyrdom. It’s time to say no to getting up for a 9 a.m. presentation when you finished work at 4 in the morning.”
Others in the industry have expressed similar sentiments on Facebook.
PUBLICIS’ STARCOM WINS LOWE’S FIRST MEDIA AGENCY REVIEW IN 10 YEARS
Home improvement and appliance chain Lowe’s has chosen Starcom Worldwide as its new U.S. media agency of record after a five-month review.
The Publicis unit beat out Omnicom Media Group’s PHD and WPP’s Mindshare in the review, according to a source with direct knowledge of the matter. Incumbent OMD, which had handled the business since 2005, did not participate. BBDO remains the client’s creative agency of record.
According to Kantar Media, Lowe’s spent approximately $372 million on paid media in 2015 and $369 million from January to November of 2016. The review officially launched last September with global consultancy R3 managing the process.
