The ascent of the Internet, an increasing number of portals offering a wide variety of content, and social networks addressing billions of people around the world have set a serious challenge for traditional media in terms of attracting advertisers. In the first quarter of 2016, according to the research data “Trends in the Media 2018” conducted by UM, 85 cents from every dollar spent on online advertising went to Facebook or Google. Facebook alone reported an increase in online advertising of 77 percent. It’s not surprising, because the wide Facebook network is great, the cheapest for advertisers, especially when considering how many users can come to it. Predictions say that the digital advertising growth in the next three years will be some 9.8 percent, unlike the traditional media, which is predicted to grow by only 0.3 percent. When it comes to new advertising trends, Serbia and the entire region are keeping track with the rest of the world, despite the first impression.
– We are not so far behind the global trends, it’s noticeable that TV is still the dominant medium in all the markets in the region. Consumption of TV is the highest during the day for the largest target group, even the younger ones who were born when the Internet already existed. Other media are also relevant, for example, outdoor has always been good for rapid reach, as there are increasingly digital solutions – from LED billboards, ads in sales outlets, shop windows and shopping malls. The print media and the radio are still relevant for specific target groups, younger target groups prefer choosing internet more than TV, while the older ones opt for TV as they usually don’t have easy access to the Internet. Even when they do access it, they lack the habit or better devices, so they’re simply not sufficiently digitally educated – says Filip Mladenovski, responsible for online advertising at UM. His job is to analyse the target group in detail for the advertisers, understand their behaviour on the Internet, and then summarize the audience’s whereabouts and potentially working strategies, but also to find which advertising channels are the best, how they function and achieve the client’s goal, and to pack everything mentioned into a detailed plan that the client will use when deciding where and how to advertise.
The broader the target group is, the better TV serves its purpose, as it remains the cheapest traditional medium for reaching the widest audience. On the other hand, you have the printed media which, according to research, have lost a quarter of global advertisers in the last 10 years. This doesn’t mean that print is dead, Mladenovski emphasizes, but that it has stopped being the main medium through which people are being informed.
– The possibilities for information spreading are great and print has lost its primacy here, but it’s still strong, especially when you want to read something serious, something written by a journalist, an editor or a columnist. Print is not dead, but must change, it shouldn’t be trying to be a medium through which people consume news, because that momentum of instant consumption was first the work of the radio, then TV, and now the Internet. Print should summarize everything that has been discussed over the course of 24 hours, to objectify and summarize – explains Mladenovski, and gives an example of the New York Times, as one of the most well-known media houses, and their attempt to combine web and print. NYT offers various contents to which the same or similar team works, through their portal people are informed, and from the printed edition they get the relevant opinion, something objective.
Somewhat older or middle generations have the impression that youngsters are “born with a phone in their hand”, because of which they just don’t have the desire or will to read the newspapers, stay informed through traditional media, which to them are the least attractive ones. Mladenovski says that such a perception is true and that it’s visible everywhere in the world.
– Young people want to get something instantly, watch the video, use the messenger, and communicate with a group from their school or the faculty. They are there (on the Internet) to kill boredom, to communicate, to socialize. The older audience consumes a bit more content, they communicate too, but not so much. The key goal of the Internet is to be a medium for communication, socialization and content consumption. It’s crucial to remember that all channels that fall under the Internet are just a new way of consuming content – Mladenovski says.
The scandal with user data abuse on Facebook has shaken the world recently, however, as Mladenovski says, this hasn’t been an item in our markets because people here are not yet overwhelmed by direct advertising, because the advertisers have broader audience in their scope.
– For several years now, we have the so-called “duopoly” of Facebook and Google. In the USA, for example, there’s a lot of information about one person (financial, media, behaviour) that providers can share with the advertisers, so they can tailor the content of the offer to a particular person in more detail. We still don’t feel these changes as much – said Filip Mladenovski.
– The future of marketing is in automation and integration. There is a solution to media buying called “programmatic advertising”, a new paradigm, and a new way of advertising. Instead of being an advertiser on each individual platform (Google, Facebook, other networks), programmatic buys the audience, that is, tries to find the one person moving on all networks and offer a special purpose ad for him at one location. For example, you and I can consume the same content on TV, but we will get different advertisements. The point is that you are presenting yourself to the audience, not bothering the users and not spending money to place an ad on multiple channels for one person – says Filip Mladenovski.
The original article can be found at: https://www.danas.rs/nedelja/fejsbuk-i-gugl-sve-veci-igraci-na-trzistu-oglasavanja/