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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Opinion

Borislav Miljanović: In the war against FB and Google, we will all be Native!

We live in a communications world where we have three pillars: Google, Facebook and all other media combined

15/11/2017
in Opinion
3 min read
Borislav Miljanović: In the war against FB and Google, we will all be Native!

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Dr Borislav Miljanović, CEO of Represent System

Last week I attended a two-day native advertising conference in Berlin. It is the largest gathering of content marketers in Europe where the latest world trends in this area can be heard. We listened about our business from people belonging to content studios of large media giants: Washington Post, CNN, The New York Times, Build Content Studio. I had an emotional moment when I met Melanie Dezel, who in 2014 wrote a series of texts for Netflix’s Orange is the New Black, which was a breakthrough in T Content’s development and through her story we saw that content got entitled to survive in one of world’s media flagships, such as The New York Times. It was particularly interesting for me as I myself, in 2014 – reading that exact example how even content texts can have great quality and be acceptable for the media, and how a media giant is turning to content and native advertising – I decided to turn the development of my agency in that direction. Initially, everyone laughed at me, even in the Represent itself – “here comes Bora to bore us with content again” – but now, two years later, we have 20 employees in that sector and one fifth of completely new revenue. Not to mention that The New York Times in that same time dismissed nearly 500 journalists, but also employed more than 150 communicators at T Content Studio and bought two smaller agencies.

In addition to media experiences, we also listened to leading communication people from LinkedIn, Mashable, Cisco, Nordic branch of the Spanish bank Santander, which services four million users and has 1,400 employees without a single bank counter. And what does everyone have in common? Fear of further monetization of social networks, and especially Facebook. One chart remained etched into my brain, showing organic reach on Facebook has been steadily decreasing over the years, while the value of its shares is almost proportionally increasing. And so, at world level, media budgets spill over into Zuckerberg’s pockets, and the pockets of people gathered around Google. That’s why none of these communicators is talking about media freedom or paid PR, because it’s clear to everyone that we already live in a communications world with three supporting pillars: Google, Facebook and all the other media combined. Now it’s only important to be creative enough and use this third pillar in the right way to reach the audience that is still there. Completely new agency hybrids are emerging, all of which are something in between – they are both creative agencies, media leasers, and production studios. The media are forming their own creative communication teams, and on the example of the Nordic guys, who have went the furthest in Europe in this regard, we saw how dozens of small publishers joined together and formed their own unique content team that creates, but also sells content for all of them.

In the end, I realized that for all of us who came from the media into marketing, the renaissance is just beginning. At our regional conferences, I always say that for all the disappointed journalists the better days are coming, because we will need more and more good storytellers. This is not the future, this is the now in Europe. Of course, unlike in America, native advertising in Europe is still struggling with the old norms of the journalist model of large media houses. But when you see with which fervor Build Studio develops native advertising, and until last year it didn’t even exist, then it has to be clear to everyone in what direction this marketing and communication ship of ours is sailing. And we all get flabbergasted at how the internet has ruined the print, but we don’t see – or we pretend not to see – how quickly it will massacre the classic marketing as we’ve known it for years.

Just don’t say later that I didn’t warn you!

Tags: Native Advertising
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