A total of EUR 36.8 million was invested in internet advertising in Serbia in 2018, which is 24.8% more than in 2017 and the biggest growth in Europe, it was said at the Digital Day 2019 conference. The ninth Digital Day, organized by IAB Serbia, was held under the slogan “How do you trust?”.
In 2018, internet advertising in Serbia accounted for around 20% of all advertising, a considerable progress, but still lower than in other markets, where the percentage can reach 50%.
For the first time in Serbia, mobile advertising exceeded desktop advertising in 2018, with a jump of 45.4% compared to 2017, and social networks are at top of the list. EUR 8.1 million was invested in advertising on social networks, mostly in advertising on Facebook.
Daniel Knapp, the Chief Economist at IAB Europe, talked at the conference about the future of online marketing and emphasized that it was noticeable that social networks are adapting to advertisers and users.
– Facebook's algorithms change increasingly often. We shouldn't forget artificial intelligence either, as more than 50% startups in Europe are AI-based. In the future, advertisements will be made with AI, AI will be advertised, but also, and this might seem far-fetched, but it's not impossible, advertisements will be made for AI – Knapp emphasized.
Knapp is an advertising and media analyst with 15 years of international experience. He has been in leading positions which entailed market analysis, strategic consulting, product and service transformation, as well as business intelligence and software-as-a-service.
– People worry that computers will get too smart and take over the world, but the real problem is that they're too stupid and they've already taken over the world – Knapp cited Pedro Domingos.
Digital Day 2019 was held on May 16-17 at the Yugoslav Drama Theater in Belgrade.
The conference features superstar speakers such as Mark de Bruijn, VP Marketing for Customer Experience - SAP, Brian Morrissey, Editor In-Chief - DigiDay, Zach Pentel, Global Director, Brand Strategy - Spotify, Brian Braiker, Editor - AdAge, Chapin Clark, Executive VP - R/GA, Edward Cotton Brand Strategy Consultant and Former CSO - BSSP, Steve Dool, Head of Community Partnerships – Depop, and Ana Anđelić, Executive Brand Consultant - David Yurman, who also placed on the Forbes CMO NEXT 2018 list.
IAB MIXX Awards are traditionally given out at the conference to the most successful local companies in digital marketing.