Ciljano oglašavanje u funkciji stvaranja prihoda radijskih postaja u Republici Hrvatskoj

undergraduate thesis

• Title (english): Targeted advertising in function of creating revenue for radio stations in the Republic of Croatia
• Author: Anica Tipura
• Mentor: Mirko Palić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Tema ovog završnog rada je istraživanje utjecaja ciljanog oglašavanja na stvaranje prihoda radijskih postaja u Republici Hrvatskoj, s posebnim naglaskom na tehnološke inovacije koje omogućuju preciznije ciljanje slušatelja. Rad analizira ključne tehnološke aspekte poput programatskog oglašavanja, strojnog učenja, geolokacijskog ciljanja i dinamičkog umetanja oglasa, te istražuje njihov utjecaj na poslovne modele radijskih postaja.Kroz analizu prikupljanja i obrade podataka o slušateljima, segmentacije publike i primjera uspješnih kampanja, rad procjenjuje kako ciljano oglašavanje povećava konkurentnost i prihode radijskih postaja. Poseban fokus stavljen je na regulatorni okvir i tržišne uvjete u Hrvatskoj, koji oblikuju mogućnosti i izazove za radijske postaje u implementaciji ciljanog oglašavanja.Rezultati istraživanja pokazuju da ciljano oglašavanje može značajno povećati prihode radijskih postaja, pod uvjetom da se ispravno implementiraju tehnološka rješenja i da se poštuju regulative o privatnosti podataka. Rad također nudi preporuke za optimizaciju oglašivačkih strategija i smjernice za daljnji razvoj ciljanog oglašavanja na radiju u Hrvatskoj.Ovaj rad doprinosi boljem razumijevanju kako digitalna transformacija i tehnološke inovacije mogu unaprijediti radijsko oglašavanje te pruža praktične smjernice za radijske postaje koje žele maksimizirati svoje prihode kroz učinkovitije korištenje ciljanog oglašavanja.

Abstract (english)

This thesis explores the impact of targeted advertising on revenue generation for radio stations in Croatia, with a particular focus on technological innovations that enable more precise targeting of listeners. The paper analyses key technological aspects such as programmatic advertising, machine learning, geotargeting, and dynamic ad insertion, and examines their influence on the business models of radio stations. By analysing the processes of data collection and analysis, audience segmentation, and examples of successful campaigns, the study evaluates how targeted advertising increases the competitiveness and revenue of radio stations. Special attention is given to the regulatory framework and market conditions in Croatia, which shape the opportunities and challenges for radio stations in implementing targeted advertising. The research findings indicate that targeted advertising can significantly boost radio station revenues, provided that the technological solutions are properly implemented, and data privacy regulations are respected. The paper also offers recommendations for optimizing advertising strategies and guidelines for the further development of targeted advertising on radio in Croatia. This thesis contributes to a better understanding of how digital transformation and technological innovations can enhance radio advertising and provides practical guidelines for radio stations aiming to maximize their revenues through more effective use of targeted advertising.

• Keywords: oglašavanje; ciljano oglašavanje; radijske postaje; radijsko oglašavanje; tehnološke inovacije; zakonski okvir; tržište
• Language: croatian
• URN:NBN: urn:nbn:hr:148:545119
• Study programme: Title: Business economics; Study programme type: professional; Study level: undergraduate; Academic / professional title: prvostupnik (baccalaureus) ekonomije/prvostupnica (baccalaurea) ekonomije (prvostupnik (baccalaureus) ekonomije/prvostupnica (baccalaurea) ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-09-17 14:38:31