Transformacija digitalnog oglašavanja dnevnih novina; studija slučaja: 24sata

master's thesis

• Title (english): Transforming of Digital Advertising in Daily Newspapers; Case Study: 24sata
• Author: Patricia Gilja
• Mentor: Igor Kanižaj (mentor)
• Committee member: Igor Kanižaj (predsjednik povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Committee member: Boris Beck (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2019-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Oglašavanje ima veliki utjecaj na odluku o kupnji određenog proizvoda. Padom print naklada, digitalno oglašavanje postalo je neizostavan dio marketinških aktivnosti bilo koje kompanije. Dakako, neke su se industrije istaknule, neke još uvijek zaostaju, no izvjesno je kako će u jednom trenutku ipak svatko tko prodaje određeni proizvod ili uslugu biti primoran komunicirati sa svojim potrošačima upravo putem interneta. Cilj ovog rada bio je istražiti koje sve etape prolazi i na koje sve prepreke nailazi jedna medijska kuća, koja je svoju osnovnu djelatnost do samo prije nekoliko godina bazirala isključivo na dnevnu novinu, prilikom digitalne transformacije. Na primjeru 24sata istražilo se u kolikoj mjeri 24sata prati globalne trendove i kako uprava, direktori i voditelji vide budućnost svoje kompanije. Također, kako 24sata uvelike ovisi o oglašivačima, dostupnoj tehnologiji i napretku tržišta uopće, bilo je za početak potrebno pričekati svijest o potrebi za digitalnom transformacijom i dozvoliti da se ona interno dogodi. Tek nakon toga, došlo je na red digitalno oglašavanje. Digitalna transformacija je izrazito skup i dugotrajan proces koji ne čeka nikog, a u kojem se tehnologije i fokusi izmjenjuju gotovo svakodnevno. S druge strane, na rezultate digitalne transformacije se ipak mora pričekati. Taj put je izazovan i riskantan za svaku industriju, no ponajviše za medijsku.

Abstract (english)

Advertising has a big influence on the decision to buy a particular product. With the decline in print media revenue, digital advertising has become an indispensable part of the marketing activities of any company. Of course, some industries have stood out, some are still lagging, but it is certain that at some point anyone who sells a particular product or service will be forced to communicate with their consumers through the Internet. The aim of this master's thesis was to investigate what all the stages media company is going through and what obstacles are encountered by one media company, which until a few years ago, during the digital transformation, based its main activity solely on the daily newspaper. On the example of 24sata, it was explored the extent to which 24sata are following global trends and how management, directors, and leaders see their company's future. Further, as 24sata depends heavily on advertisers, the technology available, and the progress of the market in general, at the beginning it was necessary to wait for the awareness of the need for digital transformation and to allow it to happen internally. Only after that, digital advertising has begun. Digital transformation is an extremely expensive and time-consuming, one-of-a-kind process in which technologies and focus change almost daily. On the other hand, the results of digital transformation still have to wait. This path is challenging and risky for any industry, but most of all for the media.

• Keywords: digitalna transformacija; oglašavanje; medijska industrija; globalni trendovi; budućnost
• Keywords (english): digital transformation; advertising; media industry; global trends; future
• Language: croatian
• URN:NBN: urn:nbn:hr:114:653934
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2019-11-25 14:36:32