Despite uncertain economic conditions, digital advertising continues to grow, much like last year. Investments in digital advertising are firmly rooted in advertising budgets, driven by efficiency, measurability, real-time adaptability, and, most importantly, the ability to effectively reach today’s digitally empowered modern consumers. Therefore, it is imperative for brands to keep track of trends in media consumption, reach customers in a targeted manner and prioritise brand recall and reputation protection.

In the current situation, the efficiency of advertising is now more important than ever. Thus, it makes sense that the experts in the design of media buying take into account the increasing activity of consumers in digital media and direct their inputs just where the susceptible target group is located.

As consumers, we are increasingly inspired by stories and excellent offers; in the future, the most successful brands will be the ones building their story around the needs and interests of their consumers. Previously, the creators recognised said needs and interest intuitively; nowadays, however, we can check them very effectively by using data. Today, data are considered to be the compass when it comes to planning communication and advertisement action.