It takes money, time, and knowledge. This sentence could summarize the conclusion of the panel held at the 4th FutureAd, a conference on digital marketing organized by the Internet Advertising Bureau and Best Marketing Croatia.
Namely, during the one-hour panel, mostly digital media experts gathered to answer the question of why insufficient investment is made in media in Croatia despite the numbers showing user growth and increased broadband penetration. While Ante Magzan from Adriatic Media, the owner of the net.hr portal, stated among other things that part of the blame can be justified by the conservative Croatian mentality and the economic-political situation, Angela Buljan Šiber, director of the digital marketing agency McCann Digipark, believes that agencies are also not sufficiently educated, meaning they cannot convince advertisers of the benefits they can gain from advertising in digital media.
– The business models applied in ‘terrestrial’ media are being transferred to digital, and that simply does not work – stated Buljan Šiber. Mladen Mileusnić from Inama said that advertisers do not understand that they can ‘target’ their audience in one day. While Pilar Majerović from Tportal said that in the future, digital media will definitely come into their own, Nikola Vrdoljak from Ginger-net hopes that soon larger players from sectors other than telecommunications will recognize the advantages that this medium offers them. (S. B.)
