{"id":5856,"date":"2016-07-01T13:33:55","date_gmt":"2016-07-01T11:33:55","guid":{"rendered":"http:\/\/pinconsulting.co.rs\/?p=5856"},"modified":"2016-07-01T13:33:55","modified_gmt":"2016-07-01T11:33:55","slug":"da-li-je-ad-blocker-zaista-pretnja-digitalnom-oglasavanju","status":"publish","type":"post","link":"https:\/\/pinconsulting.co.rs\/en\/blog\/da-li-je-ad-blocker-zaista-pretnja-digitalnom-oglasavanju\/","title":{"rendered":"Da li je ad blocker zaista pretnja digitalnom ogla\u0161avanju?"},"content":{"rendered":"<p style=\"text-align: justify;\">Pitajte prose\u010dnog prolaznika na ulici o na\u010dinima na koji ga online ogla\u0161avanje optere\u0107uje: verovatno \u0107ete \u010duti negodovanje zbog koli\u010dine pop-up reklama, preagresivnih remarketing banera i pre-roll video klipova. Hm, \u017eivot bi bio lep\u0161i kada bi svi ti online oglasi nekako nestali, zar ne?<\/p>\n<p style=\"text-align: justify;\">Jednostavno, instalirajte ad blocker \u2013 naizgled spasonosno re\u0161enje u vidu jednostavnog softvera koji uklanja reklame stvorene na osnovu browsing iskustva online potro\u0161a\u010da. Nema vi\u0161e reklama, samo internet u svojoj naj\u010distijoj formi.<\/p>\n<p style=\"text-align: justify;\">Nakon svega, \u0161ta su online oglasi nama u\u010dinili? Apsolutno ni\u0161ta! Sem \u0161to vam poma\u017eu da do\u0111ete do mno\u0161tva besplatnog sadr\u017eaja. To je jedna od najboljih stvari vezanih za reklame. A tako\u0111e i pobolj\u0161avaju korisni\u010dko iskustvo pru\u017eaju\u0107i relevantan sadr\u017eaj. To je jo\u0161 jedan benefit.<\/p>\n<p style=\"text-align: justify;\">Pojavile su se <a href=\"http:\/\/www.theguardian.com\/media\/2016\/may\/17\/adblockers-us-growth-remove-12bn-advertising-2020\">brojne tmurne prognoze<\/a> za online ogla\u0161iva\u010de da \u0107e potro\u0161a\u010di revolucionarno ustati, svi redom instalirati ad blockere i staviti ogla\u0161iva\u010de van toka biznisa. Ne sumnjamo da \u0107e se mnogi zaista odva\u017eiti na tako radikalan korak. Tako\u0111e sumnjamo da \u0107e se korisnicima u potpunosti svideti alternativni svet interneta bez reklama.<\/p>\n<p style=\"text-align: justify;\">Google i Facebook &#8211; koji zajedno kontroli\u0161u preko 50 odsto oglasnog prostora u sajber svetu &#8211; odli\u010dni su na dva klju\u010dna polja, a to su &#8211; kreiranje veoma vrednog korisni\u010dkog iskustva i unov\u010davanje istog.<\/p>\n<p style=\"text-align: justify;\">Zamislimo da nekoliko ljudi surfuje internetom a da pritom ne koristi nijednu od ove dve platforme i njihove mnogobrojne servise i pod-servise, poput Gmaila, Google Search-a, mapa, WhatsApp-a, Instagrama&#8230; Obe kompanije zapo\u0161ljavaju oko 70.000 ljudi \u0161irom sveta, a porast zaposlenih je vrtoglav &#8211; preko 10.000 ljudi na godi\u0161njem nivou. Svi ti zaposleni ko\u0161taju. U nekom budu\u0107em svetu u kojem korisnici blokiraju reklame na Facebook-u i Google-u, ti zaposleni, kao i oni koji imaju deonice u ovim gigantima, bili bi u problemu. A obe kompanije ne\u0107e dozvoliti da do problema do\u0111e.<\/p>\n<p style=\"text-align: justify;\">Predvi\u0111a se da, ukoliko ad blockeri zaista postanu trend, i kompanije po\u010dnu da ose\u0107aju pad u prihodima usled toga &#8211; do\u0107i \u0107e do masovne pojave ad blocker-blocker aplikacija. Hipoteti\u010dki, ukoliko korisnik sa instaliranim ad blockerom bude posetio Google i\/ili Facebook, isko\u010di\u0107e mu notifikacija sa porukom: &#8220;Hvala \u0161to ste posetili na\u0161 sajt, on je podr\u017ean od strane ogla\u0161iva\u010da, a vidimo da koristite ad blocker. Kako biste nastavili dalje ka na\u0161em sajtu, morate da isklju\u010dite ad blocker.&#8221;<\/p>\n<p style=\"text-align: justify;\">Sa druge strane, ne verujemo ni da \u0107e do\u0107i do ta\u010dke gde \u0107e ove glavne platforme morati da razvijaju blockere ad blockera, zato \u0161to \u0107e advertajzing industrija dalje napredovati u pobolj\u0161anju korisni\u010dkog iskustva u narednim godinama. Ovde se ne radi o utopiji, ve\u0107 o aktuelnom trendu. Google je promenio prirodu reklama od puke distrakcije do relevantnog dela korisni\u010dkog iskustva. Kada je Facebook lansirao svoju advertajzing platformu, ona je pratila Google-ovu metodologiju ogla\u0161avanja. Iako je Google-ov projekat sa TV-om i radio stanicom bio neuspe\u0161an, mo\u017eda \u0107e u drugoj \u0161ansi uspeti da se probije na TV tr\u017ei\u0161te.<\/p>\n<p style=\"text-align: justify;\">Display advertising se tako\u0111e menja. Facebook je nedavno objavio <a href=\"http:\/\/marketingland.com\/facebook-expands-audience-network-reach-beyond-just-users-everyone-178921\">FAN ekspanziju (Facebook Audience Network)<\/a> koja omogu\u0107ava izdava\u010dima i ogla\u0161iva\u010dima da pu\u0161taju reklame u \u010ditavom sajber nebu, koriste\u0107i Facebook-ove demografske i psihografske podatke.<\/p>\n<p style=\"text-align: justify;\">Google ima dva proizvoda: Google Display Network (GDN) i DoubleClick Ad Exchange (GDN) koji, poput Adwords platforme, pozicionira reklame na osnovu prihoda od CTR-a (Click through rate). Predvi\u0111a se da \u0107e Google usvojiti metodologiju pozicioniranja i na DoubleClick Ad Exchange plaformi.<\/p>\n<p style=\"text-align: justify;\">Reklame postaju sve bolje targetovane usled ve\u0107e koli\u010dine podataka, te mre\u017ee za ogla\u0161avanje zahtevaju vi\u0161e od ogla\u0161iva\u010da &#8211; \u0161to rezultuje precizno odre\u0111enim reklamama koje su korisnicima istinski zna\u010dajne.<\/p>\n<p style=\"text-align: justify;\">U budu\u0107nosti u kojoj su reklame toliko dobre da potro\u0161a\u010di ne\u0107e imati potrebe ni \u017eelje da ih blokiraju, najve\u0107i gubitnici mogu biti izdava\u010di, ogla\u0161iva\u010di i agencije koje sa ovom evolucijom ne mogu da se nose. Brendovi koji veruju da je reach relevantniji od targetovanja \u0107e uvideti da njihova strategija ogla\u0161avanja ne daje dobre rezultate, budu\u0107i da nisu relevantne odre\u0111enim potro\u0161a\u010dima.<\/p>\n<p style=\"text-align: justify;\">Ogla\u0161avanje ne odlazi u istoriju, prosto i jednostavno &#8211; zato \u0161to je potro\u0161a\u010dima neophodan besplatan sadr\u017eaj i, ukoliko se na\u0111u u situaciji da biraju izme\u0111u pla\u0107enog prostora bez oglasa i besplatnog prostora sa reklamama, izabra\u0107e uvek ovo drugo. Tako da je paranoja oko smrti digitalnog advertajzinga veoma preuveli\u010dana, a vreme \u0107e pokazati &#8211; potpuno neosnovana i pogre\u0161na.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nakon svega, \u0161ta su online oglasi nama u\u010dinili? Apsolutno ni\u0161ta! Sem \u0161to vam poma\u017eu da do\u0111ete do mno\u0161tva besplatnog sadr\u017eaja. To je jedna od najboljih stvari vezanih za reklame. A tako\u0111e i pobolj\u0161avaju korisni\u010dko iskustvo pru\u017eaju\u0107i relevantan sadr\u017eaj. To je jo\u0161 jedan benefit.<\/p>\n","protected":false},"author":4,"featured_media":5859,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false},"categories":[10,11],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Da li je ad blocker zaista pretnja digitalnom ogla\u0161avanju? | PIN consulting<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/pinconsulting.co.rs\/blog\/da-li-je-ad-blocker-zaista-pretnja-digitalnom-oglasavanju\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Da li je ad blocker zaista pretnja digitalnom ogla\u0161avanju? | PIN consulting\" \/>\n<meta property=\"og:description\" content=\"Nakon svega, \u0161ta su online oglasi nama u\u010dinili? 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