ŠŠŠumica | Friday | 3PM
It looks real. It feels real. It functions perfectly right in the media format it appears. You could say it fits “natively”. And although it doesn’t really look like an ad and it doesn’t disrupt your interaction with the page (we’re looking at you pop-ups), native ads are at the forefront of the advertising landscape, delivering engaging and relevant content that captures attention, fosters brand loyalty, and drives business growth. However, despite its widespread adoption and evident benefits, native advertising is not without its critics.
Some sceptics argue that native ads blur the lines between editorial content and promotional material, potentially misleading consumers and eroding trust in media sources. This perspective raises important questions about the ethical implications of native advertising practices and whether they prioritize transparency and consumers.
If you want to prepare for the discussion, IAB Croatia has talked about native advertising a lot, so take a look at their guidelines and join us for this segment that will be your go-to for learning more about why the native advertising landscape is less about disrupting, and more about adding value to the experience people want to have — join the moderator of this discussion Krešimir Macan (Business and Communications Consultant, Manjgura, HURA and IAB Croatia Member), Ema Huskić (Marketing Manager, Mastercard, IAB Croatia Member), Dina Hrastović (Head of TG Studio, Telegram Media Grupa) and Martina Srnec (Director of promotion and advertising division, Croatian National Tourist Board) to learn why native advertising trends reflect the industry’s relentless pursuit of authenticity, personalization and seamless integration.
