By: Nermin Kaljača for Dnevni list | Media Director, Direct Media Bosnia and Herzegovina
More internet, lots of TV
Programmatic, videos, and above all mobile advertising will be marketing’s landmarks in the upcoming years. The region indeed deviates from the global trend of digital advertising’s staggering rise, but the gap will almost certainly be fully closed in the next few years. Regional internet expenditures amounted to 85 million euros in 2017.
Nevertheless, television will keep its top spot in expenditures on media advertising, which means it continues to draw special attention from prospective advertisers. The region boasts more than 900 TV networks.
Focused advertising is key
The advertiser’s approach to prospective clients has changed. Aggressive advertising in the region is spent, and the successful advertisers now are those with precise targeting and clear messages, according to the SEE’s biggest media system Direct Media’s annual report.