In the digital advertising world, companies must now collect and analyse data directly from their users. This shift is a result of the decline in the use of third-party cookies, long considered the cornerstone of personalised advertising. The focus is now on first-party data, which includes behavioural patterns of target audiences obtained directly from visitors to companies’ own digital platforms. Investing in the development of proprietary digital media has become essential as this strategy paves the way for more targeted and effective digital advertising. In this post, we will explore why.

The global media landscape and the advertising industry are constantly evolving. With artificial intelligence driving accelerated digitisation and automation, data privacy is becoming an increasingly important topic that marketing departments are actively addressing. With the growing awareness of users’ data rights and the increasing responsibility to safeguard their privacy, companies are restructuring their organisations to meet these demands. iPROM is actively monitoring these developments and proactively adapting to the upcoming changes by providing our clients with the most advanced advertising technology (Ad-Tech) solutions that protect user privacy and safeguard corporate data as a key strategic asset.

Brands are like signposts for consumers and digital media is at the centre of information gathering where supply and demand intersect. The findings of the International Interactive Advertising Association’s (IAB) latest AdEx 2022 study reaffirm the key role of digital advertising, particularly display advertising, in enhancing brand visibility and establishing brands in a competitive marketplace. Despite the overwhelming volume of communication on the internet, advertisers are steadily increasing their investments in digital media, especially in display advertising based on first-party data. They have recognized the potential of this form of advertising for the long-term effectiveness of advertising efforts, the accurate targeting and the long-term consolidation of brand strength, ultimately resulting in increased sales.

According to recent research by iPROM and Valicon, display advertising is the most popular form of digital advertising, even among domestic brands. Read this post to learn about its strengths, why it’s prioritized by the leading advertisers and how it’s delivering results.

During the epidemic, display advertising was the most prevalent form of advertising, among other things because it offered brand protection and safety.

In addition to tourism, the automotive industry is facing many changes in this new reality. Experts predict that it will be among the first to be forced to reshape its business models and head in the direction of a sharing economy, e-mobility and connected cars. Exactly how this development will take place is difficult to predict at this time. What marketing experts perceive already, is the fact that the purchasing route for cars and related services has shifted even more strongly to digital channels.

Currently, the global influence of the coronavirus pandemic on advertising investments cannot be accurately foretold yet. Considering the IAB survey on US market conditions, we can expect that most advertisers will be redistributing their marketing budgets in the short run.

Surpluses in the dynamic digital ecosystem can only be generated through a sound strategy and an innovative combination of advertising approaches. These must be based on data and technology to ensure the possibility of continuous optimising and thus enriching the funds invested in the form of improved results.

Digital media is dominated by display advertising, and investment into this form of advertising will doubtlessly continue to increase. Considering the results of the AdEx study for Slovenia, display advertising has already exceeded 60 per cent of all investments into digital advertising in the Slovenian media, while the iPROM and Valicon research on the relationship of Slovenian companies towards digital advertising predicts that this year, Slovenian advertisers will allocate the largest portion of advertising means to this form of digital advertising.