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.

In May, IAB and IAB Europe issued their annual reports on digital advertising for 2017 for the United States of America and Europe. Andrej Ivanec, Digital Planning Director of iPROM, points out the key findings of both report.