Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Jernej Špende, Pristop, and Simona Koren, Atlantic Group, discussed how the brand Donat Mg, through a change in communications strategy, successfully rejuvenates and engages new target groups. “The new approach has encompassed a change in packaging and a new appearance online, which contains elements unseen up til now in Slovenia. We have included a product web site, an app that alerts consumers when they should drink etc.,” said Špende, who pointed out, among other things, that the common denominator of all activities is relevance.
“Among the new target audiences of Donat Mg are pregnant women, who spend many hours online,” said Koren, adding that they faced the challenge of preserving the relevance of the content on the website and social networks. “Content is temporary, as is pregnancy, and that’s why we have expanded communication with the ambassadors, with journals for children… The relevance of posts on social networks is not only in likes.”
Denis Oštir, head and editor in chief for Pro Plus sites, said that ad blocking is more of a global than a Slovenian problem, and added that consumers have ad blocking apps installed on about 200 million devices. The most targeted are news portals and portals with tech content. “Mobile ads record 41 percent growth, while ad blocking has brought losses of about $41.4 billion for advertisers,” Oštir estimates, “The most vulnerable are ‘display’ ads, banners and preroll, but much less inroll.”
When asked how to respond to ad blocking, Oštir said: “It’s hard to say what the right way is. It should be united somehow. Maybe it’s necessary to find other ways to monetize.”
“The development of native advertising relies on the success of content marketing,” said Dušan Boldin from AV Studio, who also claims that this type of advertising is under-represented. “There is a wide range of technology solutions. Native advertising represents greater integration, ads can be interesting, relevant, shareable and non-aggressive.” Boldin emphasizes the benefits for advertisers and publishers, which include the preservation of identity, content relevant to specific target audiences, content that strengthens the brand, uninterrupted user experience, new content and greater acceptability by consumers.
