Roman Zatler is Head of Market Research at Delo Publishing Company. After his studies he worked for research companies Mediana and Valicon where he gained his first experience in market research. He began his career in the media in 2006 at Delo, where he is now responsible for marketing and public opinion research and development projects for all the publications within the company. He has been actively involved in media research since 2008, when he was a member of the expert commission for monitoring the National Research of Readership. In 2015, he participated in connecting print media publishers in the relaunch of the National Research of Readership and was its chairman. He gained experience in digital media as a member of the MOSS Expert Committee since 2012. In the period from 2014 to 2017 he was a member of the Management Board of Slovenian Advertising Chamber and he contributed to its transformation into a modern advertising chamber.
Emerald Hall, 29.11.2018 at 10:30-11:00
Media is dead. Long live the media!
Many advertisers use incomplete or outdated data in their media planning, or they don't use them at all. Therefore, media budgets are often distributed on the basis of obsolete data or subjective opinions. This is not a big challenge only for not-so-popular communication channels, but even bigger for advertisers who, consequently, misdirect their activities.
A new Readership and readers survey, one of the biggest studies on media consumption in Slovenia, clearly demonstrates that the reach of various media, not just print, is quite different from the advertisers' opinion. This presentation will showcase the reach of different target groups on different communication channels and reveal how "multi-channel" we actually are. Speakers will talk about some general misconceptions in the media market and what should be taken into consideration when executing your activities and media buying so they are based on real data.