Janja Božič Marolt represented Slovenian research agency Mediana at the annual conference. Her presentation on the difference between media gross and net spending of advertising got a lot of attention, which resulted in being the most viewed lecture at the event.
»I participated at the panel on the regional state of media and marketing. The topic that drew the most attention was the difference between media gross and net spending of advertising which is very polarising with TV (still) taking more than half of the share.« explains Božič Marolt. »However, our findings suggest the biggest challenges of the profession lie in connection planning, understanding of the customers’ emotions and of course brands. Additionally, we need to make advertising profession »cool« again and bring fresh talent that’s more attracted to startups nowadays. All in all, the conference simply amazed me with its modern, creative and effective concept!«.