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    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

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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

Dunja Ivana Ballon: Advertising and Tech will become closer and closer, and will stay that way

Significant part of the upcoming Web Summit – world’s largest tech conference that will be held from 6 to 9 November in Lisbon – will be devoted to the advertising industry

30/10/2017
in Opinion
4 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Source: Netokracija

Even today, none of my friends really know what I do. “I organize festivals” has been my simplest answer to the question what I do for life so far, or, if that doesn’t work, “marketing” – which mostly solves the matter with a nod of approval from the interlocutor. Thus, when Ivan Brezak Brkan proposed that I write an article amid the upcoming Web Summit conference, with reference to the advertising industry, I didn’t know where to start from, or what this “industry” was. I mean, no one actually understands what it is that we do here!

Is it the industry of the infamous ads that mislead consumers and attack them from all sides, is it the industry because of which the business of its major enemies like Adblockers and various other restrictive apps is blooming, or is it a fantastic business full of potential, inspiration, creativity and people who live from their ideas? Oh yes, the people who sell no more and no less – ideas. What a crazy product. Or is it a service? Meh, it’s all sort of undefined and vague… Perhaps we really do sell fog…

Every euro invested in advertising generates 7 euros in GDP

That idea, that scribble on paper, in ideal conditions has an incredible potential that has influenced society and culture countless times, and has sparked conversations about important topics (Stratos, LikeAGirl, DumbWaysToDie, CampaignForRealBeauty, etc.). That idea, they say, is also responsible for economic growth…

At the beginning of the year, Deloitte conducted a major research in the European Union, stating that every 1 euro invested in advertising generates 7 euros in GDP. Impressive! The same research has shown that advertising promotes competition and innovation. But is it possible that these dirty advertisements are really doing so much for the development of the economy, and are still fueling innovation? Pfft, hogwash. “Who is this Deloitte, and what is this research? It’s all rigged, come on…”

Tech innovation in the advertising industry

There’s a growing number of innovations in our industry recently, and a good mix of cutting-edge technology and cutting-edge ideas gives killer results. Jon Biggs from the fantastic MediaMonks at Days of Communications said that exactly because of that their teams have included technologists, innovators, experts, nerds and geeks of the highest caliber for months and years now. They realize that there is not much sense in coming up with a dramatic idea for which there is no technology to realize it. But, on the other hand, their ideas are often the reason why they move forward with the development of a particular technology. Even talks start from new available technologies whose potential is still to be demonstrated, and which inspire their creatives.

Taking all this into consideration, it seems that the technology today shapes the future of advertising tomorrow. And vice versa. Inspiring in its own right, tech offers creatives incredible possibilities, and their ideas give tech an extraordinary power in well-devised application. Technology therefore allows the creative industry to make progress, but it also limits it.

Ad industry faces at the world’s largest tech conference

How important it is that these two industries intertwine even closer is illustrated by the fact that the upcoming Web Summit – perhaps the largest tech conference in the world with 60,000 participants from 160 countries and some other insane statistics – will be attended by some of the biggest names in the advertising industry; from icons like Bob Greenberg from R/GA, John Hegarty from BBH and Chuck Porter from CPB (we’re not boasting) to digital director of Trump’s presidential campaign. His lecture, titled Make marketing great again, I cannot miss! As if that’s not enough, the announcement says that I will find out insider info and marketing secrets behind the election of the US president. That I got to see…

In addition to the big dogs of advertising, as expected some of the biggest names of the tech world are also coming to Lisbon: CEOs of Amazon, Microsoft, Reddit, Intel, Tinder, Oracle, Booking.com, etc. No need to drag the list on. Everyone will be there. And with them, a whole army of investors (Breyer Capital, Bloomberg Beta, Lightspeed Ventures, etc.). That’s why this festival is a real Mecca for startups who present their ideas there. And what about  pitching ideas? Well, we from the advertising industry know a thing or two about that…

The moral of the story? It seems that the advertising and tech people will collaborate more and more in the future. So we’ll see you soon at the Web Summit, and then at Days of Communication. We’ll talk about everything, over beer.

Tags: AdvertisingTechWeb Summit
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