Drugi jezik na kojem je dostupan ovaj članak: Bosnian
This year’s Digital Takeover, to be held on March 12 at Cinestar’s Branimir Center, will host some of the world’s most current speakers in the digital, advertising and business sphere.
Keynote speakers Dr. A. Kjell Nordstrom, Johan Ronnestam, Jesper Laursen and Dr. Nenad Filipović will hold lectures at the conference, and besides them, within more than ten hours of rich program, visitors will have the opportunity to listen to a panel called “It’s Time for the Truth: Digital Advertising Metrics Explained”.
The panel includes leaders of top digital companies, domestic and regional decision-makers: Boris Trupčević – general manager for Croatia, Styria Media International; Zoran Turković – director of digital media at 24sata; Igor Žeželj – executive director of Wireless Media; and Vedad Mulalić – Manager for Strategic Partners in the Adriatic region, Online Partnerships Group – Google EU.
At the panel, they will discuss the current topic of digital advertising, new formats and channels that are changing this advertising platform, and the challenges, redefining and adapting of media and advertisers in the multimedia market.
Trends in advertising investments are changing from year to year with the arrival of new platforms as well as thanks to a better insight into rapidly changing habits of media consumption. Advertisers are alert to trends and look for the most effective ways to reach the audience, with a special focus on digital media that are not just one of the new channels for promotion or an additional item in the media plan, but they dictate communication on other channels and offer advertisers numerous options, but also require great creativity, open-minded approach, and constant insight into trends, because being late in the world of digital transformation is absolutely impermissible.
On the other hand, the advertiser’s wishes are simple – effective and efficient campaigns that will reach the target group and achieve maximum success. Zoran Turković explained what metrics should be used in order for the advertising to be successful: “What is universally certain is that the dependence on CTRs needs to be reduced due to unreliability and an over-focus on short-term results. At the beginning of 2019, IAB launched a campaign that aims to reduce that dependence. Measuring success of a certain campaign depends on the goals that dictate performance indicators. Therefore, each campaign should use a varied palette or a combination of metrics in measuring its success.”
The importance and role of an independent umbrella organization that takes care of digital advertising, such as the IAB Global Agency, is significant, and the reasons for this were explained by Igor Žeželj, Member of IAB Serbia: “IAB Serbia gathers all relevant digital media, agencies of various kinds, platforms, digital services and consulting houses. I am convinced that such a widely-established organization is the only possible solution to the dynamic development of the digital ecosystem, which naturally requires interdisciplinary and collaborative approaches. In this way we are solving problems between and around us, educating the market, competing and constantly growing.”
Digital advertising is often considered a black box. Experienced media expert and director for Croatia at Styria Media Group, Boris Trupčević, said the black box formulation is primarily used out of ignorance. “We fear what we don’t know, and even mystify it. It has been so since the dawn of mankind. The black box in digital advertising is actually orange, like those in aircrafts. Everything is recorded, everything is precise and everything is well known, but knowledge is needed so that these data can be properly interpreted and acted on. We can talk about the black box only in the case of social networks and global platforms, due to considerable lack of transparency – there, you really have no idea where your communication will end.”
Judging by these announcements, visitors to the panel “It’s time for the truth: Digital advertising metrics explained” can certainly expect constructive discussion and know-how about current trends in digital advertising.
The Digital Takeover Conference will be held on March 12 in the Cinestar Branimir Center Zagreb. The exclusive education partner of the conference is the IEDC Bled School of Management. Keep track of all news related to the conference on the official website and Facebook.