Blog Archive - Page 3 of 282

From Data to Dialogue: iPROM Academy Shows How Artificial Intelligence Is Transforming Marketing

15. 05. 2026

At the iPROM Brunch Academy event, experts in marketing, communications and market research presented how first-party data, artificial intelligence, conversational interfaces and advanced campaign measurement are becoming the foundation of modern, more relevant and efficient marketing.

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Advertising in Premium Media as the Most Credible Form of Digital Advertising, or How Context Shapes Brand Perception

12. 05. 2026

In the blog “Artificial Intelligence Is Restoring the Value of Premium Media,” Nejc Lepen explains how artificial intelligence is reshaping the digital media landscape and why trust is becoming one of the key values of the digital environment. It is equally important to understand how and why this shift has a direct impact on advertising.

As users increasingly trust verified media sources, then the environment in which an ad appears plays a significant role in how they perceive a brand.

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Oglaševanje v uredniških medijih kot najbolj verodostojna oblika digitalnega oglaševanja ali kako kontekst vpliva na percepcijo blagovne znamke

07. 05. 2026

V blogu Umetna inteligenca vrača pomen uredniškim medijem je Nejc Lepen pojasnil, kako umetna inteligenca spreminja digitalni medijski prostor in zakaj postaja zaupanje ena ključnih vrednosti digitalnega okolja. Pomembno je razumeti tudi, kako in zakaj ima ta sprememba neposreden vpliv tudi na oglaševanje.

Če uporabniki vse bolj zaupajo preverjenim medijskim virom, potem ima tudi okolje, v katerem se pojavi oglas, pomembno vlogo pri tem, kako uporabniki zaznajo blagovno znamko.

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Konferenca SMART 2026 Ljubljana: Kaj je Brand Lift Study in kako SPAR TailorMade omogoča merljivo personalizacijo oglaševanja

20. 04. 2026

Na konferenci SMART 2026, ki jo je organizirala IAB Slovenija, sta Tomaž Tomšič iz iPROM-a in Ksenija Žnidaršič Butara iz SPAR Slovenija predstavila, kako lahko z naprednimi pristopi merjenja in uporabo prvoosebnih podatkov presežemo omejitve klasičnih metrik ter digitalno oglaševanje neposredno povežemo z zaznavo blagovne znamke, nakupno namero in dejanskimi poslovnimi rezultati.

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Marketing FMCG Summit Ljubljana: Why a Click is No Longer Enough to Measure Digital Advertising Effectiveness

15. 04. 2026

At the Marketing Summit Ljubljana, organized by Instore Slovenia and held on April 2, Miloš Suša, Director of iPROM, and Andraž Zorko, Partner and Co-founder of Valicon, explained why understanding digital advertising effectiveness requires moving beyond click-based metrics and focusing on the actual impact ads have on users.

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Trgovski mediji vstopajo v novo fazo: proračuni se prerazporejajo, kompleksnost narašča

13. 04. 2026

Po več letih izrazite rasti trgovski mediji (ang. retail media) v tujini prehajajo v obdobje zrelosti. Po ocenah združenja Interactive Advertising Bureau bo sektor v letu 2026 zrasel za približno 12,1 odstotka, medtem ko Forrester napoveduje več kot 300 milijard dolarjev svetovnih naložb do konca desetletja.

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Marketing FMCG Summit Ljubljana: Zakaj klik ni več dovolj za merjenje učinkovitosti digitalnega oglaševanja

08. 04. 2026

Na dogodku Marketing Summit Ljubljana, ki ga organizira Instore Slovenija in je potekal 2. aprila, sta Miloš Suša, direktor družbe iPROM, in Andraž Zorko, partner in soustanovitelj družbe Valicon, predstavila, zakaj je za razumevanje učinkovitosti digitalnega oglaševanja nujno preseči metriko klika in se osredotočiti na dejanski vpliv oglasov na uporabnike.

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Umetna inteligenca vraca pomen uredniskim medijem zakaj postaja zaupanje najpomembnejsa valuta digitalnega prostora iPROM mnenja strokovnjakov Nejc Lepen

Umetna inteligenca vrača pomen uredniškim medijem ali zakaj postaja zaupanje najpomembnejša valuta digitalnega prostora

08. 04. 2026

Digitalni medijski prostor se hitro spreminja. Umetna inteligenca spreminja način ustvarjanja vsebin in dostopa do informacij ter tudi način, kako podjetja komunicirajo z občinstvom. Velik del digitalne industrije je v zadnjih letih sledil preprosti logiki. Več vsebin pomeni več prometa. Več prometa pomeni več oglasnih prikazov. Posledično so številni digitalni mediji svojo strategijo gradili na količini.

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artificial intelligence restoring value premium media trust most important currency digital space iPROM blog Nejc Lepen

Artificial Intelligence Is Restoring the Value of Premium Media, or Why Trust Is Becoming the Most Important Currency in the Digital Space

08. 04. 2026

The digital media landscape is evolving rapidly. Artificial intelligence is transforming how content is created, how information is accessed, and how companies communicate with their audiences. In recent years, much of the digital industry has followed a simple logic: more content means more traffic, and more traffic means more ad impressions. As a result, many digital media outlets have built their strategies around content volume.

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Unified Data Model for Short and Long Purchase Cycles iPROM Expert opinions Dejan Levicar

Unified Data Model for Short and Long Purchase Cycles, or How iPROM Connects Data, Media, and Revenue into a Measurable Growth System

16. 03. 2026

Digital advertising today doesn’t need another general discussion about the potential of artificial intelligence. It needs concrete models that work in practice.
On one side are impulse purchases, where decisions are made within minutes; on the other are complex purchases, where decisions mature over several months. In both cases, however, the same key question remains: how can marketing demonstrate its direct impact on revenue?

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