Good, bad, evil – does native work to the detriment of consumers and media freedom?
After the era of banner ads, native was welcomed on the communication scene as a refreshment. It soon became the first choice of advertisers who want to connect with an active target audience, after which it only continued to grow, and in the history of digital advertising, no format has had a greater impact or engagement and more effective statistics based on metrics.
In the context of the growing interest in one of the most popular advertising formats for a reason, IAB Croatia – the domestic branch office of the global Interactive Advertising Bureau, which gathers world leaders in the field of digital advertising and interactive marketing – formed a working group for native advertising, whose task was through guidelines of good practice provide up-to-date information on formats, their positioning, and best models. The goal of the guideline is to ensure customers the effective implementation of campaigns and to explore the role of natives as a key to growth in other digital channels such as e-commerce, CTV, and DOOH.
Along with the conclusions of the IAB guidelines, local industry experts in the IAB Croatia panel will bring us closer to what native advertising means today and how the media, advertisers, and agencies apply it in 2022. Don’t miss joining the conversation, which will be moderated by a member of the Board and the IAB Croatia and HURA Associations Vanja Bertalan (Human), along with members of IAB Croatia Alina Radusin (Wiener insurance), member of the working group at IAB Croatia for native advertising and HURA Court of Honor Neven Jacmenović (Nivas) and Ines Rukljač (tportal).
