The fact that eight out of ten adult consumers use deodorants clearly demonstrates the importance of this consumer category.

The first-ever commercial deodorant was Mum. It was launched in 1888 in Philadelphia, and was sold as a cream in a jar and applied with the fingertips.

Within the Ipsos BRANDpuls research, marketing indicators are continuously monitored for the category of deodorants and brands within it and the data is analyzed in terms of demographics, consumers’ lifestyle and their buying habits. 84% of the population of Bosnia and Herzegovina aged 15-64 years use deodorants, of which 50% use them every day and prefer deodorant spray, followed by roll-on and stick deodorants.

Top five brands ranked by frequency of use in B&H are Nivea, Dove, Adidas, Rexona and Axe. Users are generally very loyal to brands and reluctant to change. The quality of product comes first when choosing a brand, ahead of the price, although as a market we are very price-sensitive. Men are more loyal to a specific brand, while women are more open to trying new brands, but are more demanding when choosing fragrances and additional product features. As for the smell, it seems that the producers are trying to revive scented deodorants and antiperspirants like Adidas and Rexona. Natural and mild scents are preferred by women, while men are more inclined to difficult and distinctive sport scents (Axe) or neutral scents (Nivea). Another feature that has proven important for female consumers is the protection from the white spots, which in the past was the main drawback of many antiperspirants.

Observing a “full rate card” investment – this category is one of the most active in advertising terms. Advertiser with the most active brands in the category is Unilever with brands Dove, Rexona and Axe. The category is active throughout the year, with no signs of pronounced seasonality and advertisers often communicate combined male and female deodorants.

Deodorant category is one of the most important categories in the cosmetic industry. Although the category already has a high level of use, it has a low potential of expanding to a total of approximately 15% of those who do not use the category products. A great mass of consumers remains available to brands and can be attracted with new and innovative product lines that appear almost daily on the market.

FACEBOOK – A new model of buying advertising space available in B&H!


Facebook has finally made available the new model of buying advertising space for B&H, and the region. Is gives you the possibility to lease the predicted range (reach) and to control the frequency.
Having in mind the popularity of social networks, and the effects of advertising on the same, this model is recommended in cases where advertisers want to reach more than 200,000 different people (unique users) per campaign, to achieve coverage for the whole country, and accurately predicted the reach of the campaign or very precisely control the frequency.
The new model of leasing is available for the following campaigns: brand awareness, reach, promoting mobile applications, promote posts, video, increase visits to the site and collect different types of data.


Facebook is a social network that was founded in 2004. To date, this innovation has changed many areas of daily life – how we communicate with people, how we collect information, how we express our views and feelings. Facebook is definitely a channel of communication that has been recognized as a very influential and important. By October 2012. the number of users of this network has reached 1 billion, and on the 28th of August 2015. it was announced that the number of users in that day reached 1 billion. Every seventh inhabitant of the planet is actively using Facebook on a monthly basis. 48% of users older than 18 access Facebook on their mobile device. That the world’s most popular social site is also one of the most popular in our country states the fact that 28.36 percent of the total population and 90.95 of the online community in B&H use Facebook. According to Socialbakers, 54% of Facebook users in B&H are men and 46% women. The most common age group of Facebook users is 18-24 years – 31% of them, the smallest age group is of those aged over 55 years – only 4%.

Trends in media consumption



In the era of smart technology, a change occurred in the media consumption. There is more of those for whom only watching television is not enough, so they use other devices at the same time to have access to more content.

Most of them use smartphones / tablets, primarily for social media communication or Viber, as well as to visits the portals with the latest news.


Realizing that consumers spend more time on various digital platforms, traditional media started with the transformation and are now offering additional services on the web, like a variety of applications in the case of TV, as well as online portals in the case of print media.


Outdoor as static media is increasingly adopting new technologies and offers a variety of digital formats, such as LED displays, interactive Citylight etc.


Radio is the first medium that has recognized the opportunities for digital consumption and is an online resident for a log time now, via the live stream.

Improving audience measurement system, available data about the online media audience



Renowned research house “IPSOS” 17.10. officially began carrying out research that will ultimately lead to improving the quality of data related to TV ratings. It is expected that by the end of the year the new data will be implemented in the system of authorized TV researcher in BiH – Audience Measurement, software Arianna.

DotMestics research, that represents measures of Internet media in BiH officially took hold. The survey is conducted on a representative sample of 18 000 respondents on an annual basis and is currently measuring top 40 portals in Bosnia and Herzegovina. It is expected that this number will increase in the coming period.


DotMetrics provides a standard set of indicators – portal views (sites, unique visitors, time spent on the page …), the possibility of targeting visitors according to age, sex, etc, portals share in the number of total visits, indexes affinity.

Ipsos announces new research functions, such as campaign monitoring, and reports on investment in advertising.

9th Weekend Media Festival



This year Rovinj was the host of the traditional gathering of regional marketing and advertising industry experts.

The 9. Weekend Media fest was held in the premises of the old Rovinj tobacco factory, which gathered, in the four halls, over 4,000 participants and 150 speakers, including a lot of world’s distinguished guests.

Weekend Media Festival lasted for three days and the key trends and communication challenges in communication and media industry were defined. It is clear – consumers are swamped with content on all platforms and the biggest challenges of the advertisers and media are to create a quality and effective content, that will reach their target market.

Special emphasis was on programmatic advertising, native advertising and habits of the consumer groups. All of the above was the subject of numerous panel discussions and debates. Within BalCannes best regional agencies award was given. The best agency according to the jury was Slovenian Pristop, and the best project was “Men all over the world are crying” from the Studio Sond agency.

Employees of our agency attended the event and they adopted new knowledge adopted that is already implemented in the daily work with our customers.

How Much Do We Love TV?



You still love television, but you use your tablet more than ever. And the popularity of services like Netflix or Amazon Prime is growing every day.

Those are some of the findings of a study released in Juni 2016. by Nielsen that measured how Americans are consuming media these days (increasingly on devices they hold in hands), and how much live TV are they still watch (an average of more than five hours a day).

The study comes just a few weeks after Netflix revealed some data about how quickly will people finish a season of a TV show — about five days, give or take, spending two hours a day watching.

How much are they watching, and how are they watching it? Here is what Nielsen found:

So Much TV

On average, American adults are watching five hours and four minutes of television per day. The bulk of that — about four and a half hours of it — is live television, which is television watched when originally broadcast. Thirty minutes more comes via DVR.

So even though ratings are falling and the broadcast networks don’t quite have the glamour they used to, TV is alive and well, right?

Well. That five-hour figure is 19 fewer minutes, on average, than Americans were watching two years ago — and three fewer than they watched per day last year. Thet are watching less TV live, but the rate of decline slowed between last year and this year.

The Young Flee Live TV

Let’s break this into groups. People over the age of 50 watch the most TV, somewhere in the range of 50 hours a week, according to Nielsen. In fact, people over the age of 50 are watching more TV per week this year than last.

But that’s where that trend ends. People 24 and under are watching, roughly, two fewer hours of live TV and DVR programming per week than last year. And 25- to 34-year-olds (roughly speaking, millennials)? They’re watching an hour less per week, down from 27 and a half hours to 26 and a half hours. People between 35 and 49 mostly held steady and are watching about 22 minutes less television per week: 36 and a half hours from nearly 37 hours a week.

Streaming Services Roar

About 50 percent of Americans now have subscription services like Netflix, Amazon Prime and Hulu in their homes, Nielsen said. That is up from 42 percent last year. And that figure of 50 percent for the paid services equals for the first time the proportion of homes with DVR players. The DVR numbers have held steady for the past year.

Tablets and Phones Rule

Tablets are now in 58 percent of American homes, a jump of 17 percent from last year (for comparison, HD TVs are in 94 percent of American homes, an increase of about 4 percent). And time spent consuming media on tablets has increased 63 percent — to 31 minutes from 19 minutes a day (in 2014, the average was 12 minutes a day).

Likewise, people are spending one hour and 39 minutes a day consuming media on their phones this year, versus an hour and two minutes last year — a 60 percent jump.

Wired All The Time

The amount of time you spend consuming media — watching TV, surfing the web on a computer, using an app on your phone, listening to the radio and so forth — continues to go up. Nielsen said that in 2014, Americans spent about nine and a half hours consuming content this way. This year? The average is 10 hours and 39 minutes.

Still plenty of time to sleep, if not read a book.

Facebook is changing the News Feed again, and publishers should be worried



Facebook announced it was making a significant change to the News Feed, favoring posts shared by friends and family over posts from brands and publishers.

That means when you visit Facebook on the web or on mobile, most of the stories and videos you see will be there because your Facebook friends have shared them, not because a company whose page you once Liked posted a story or update.


In his announcement about the change, Facebook’s Adam Mosseri, vice president of product management and the News Feed, doesn’t say publisher posts will be demoted because of the change, but the friends and family come first approach has clear implications: Since publishers (including Mashable) depend on Facebook for a significant portion of their audience, the change will affect media brands’ ability to reach that audience.

For those brands, the News Feed change doesn’t necessarily mean a decrease in engagement. It does, however, mean publishers will likely face renewed pressure to create content that is, above all else, shareable. That would seem to favor entertainment-based stories and viral hits above more boring-but-important news such as public policy initiatives.


From a user perspective, the change means Facebook will be an even better place to discuss stories that your friends are already talking about. Facebook will also prioritize friends’ posts you interact with the most — if you like (or, better yet, love) cat videos from your cousin every time you see them, they’ll start to appear higher and higher in your feed over time.


If that sounds like how you thought the News Feed already worked, you’re right. And Wednesday’s change appears to be a doubling down on that philosophy, and an opportunity for Facebook to clearly state its News Feed values in the wake of the recent controversy over claims of muting some conservative voices over liberal ones on how Facebook curates its Trending Topics. In the statement, Mosseri says Facebook doesn’t favor specific kinds of sources — or ideas in the News Feed, and that the feed should both inform and entertain.

The change aims to serve that goal even better, serving up more of the stories each of its 1.6 billion users want to see and, of course, encouraging them to spend more time on Facebook. Exactly how this will affect brands and and publishers isn’t fully clear, but for them, one thing certainly hasn’t changed: When it comes to content, the Facebook share is king.

The test broadcast of the digital signal in Sarajevo, Banja Luka and Mostar begins today Share on facebook Share on linkedIn



Today (14.10.) at 12pm the test digital signal of public broadcasting service RTV BiH, RTRS and RTVFBiH from RTV House in Sarajevo and RTRS building in Banja Luka in digital areas of Sarajevo, Banja Luka and Mostar was released.

This completes the first phase of the digitization of transmission and broadcasting equipment in BiH, and in the next phase, it is planned to cover the digital signal in the remaining six digital fields, on the entire territory of Bosnia and Herzegovina.

Public service broadcasters will continue with the analog broadcasting, so that citizens to whom the digital signal won’t come at this stage of digitization, will be able to watch the programs of public broadcasting services.

3 trends that will transform the media industry


The media industry is facing significant changes in 2016 as media companies and brands double-up their efforts to adjust to digitally savvy consumer needs. These shifts will pave the way for new advertising services and partnerships, as well as foster greater creativity focused on delivering more innovative content to consumers.

The industry has already seen this impact with Procter & Gamble’s recent announcement that it plans to move the bulk of its North America media buying and planning business to Omnicom Media Group. P&G said improved data analytics, innovation and talent were the primary drivers behind its decision, adding that to connect with today’s consumers, brands need to be able to reach consumers at the right place at the right time with the right message.

While there has been much written in the North American and European markets on how digital, mobile and social media have disrupted the traditional media landscape, the industry has trailed behind the consumer’s level of digital sophistication for years. This dynamic is rapidly changing. Next year will be the year that the media industry responds to new consumer behavior with new business models, improved measurement and more dynamic content partnerships.

Look for three key drivers of this change in 2016:

Bundling of media buying and measurement services to spark an international wave of analytics company acquisitions
As digital advertising begins to overtake linear television spend, a larger portion of brands’ overall media strategy and budget, bundled services that manage the full lifecycle of the ad, from placement and tracking to impact measurement are emerging.

Many of these new offerings will be created through acquisitions, both in North American and European markets, as buyers rush to establish greater analytics capabilities. As a result of these capabilities providing better information about a campaign’s impact on consumer behavior, the value of digital inventory will rise.

Quality digital advertising measurement is the next milestone in the media industry, and 2016 will see many strides in that space. Marketers will increasingly change their view of how to value the media inventory available to them. They will no longer focus on spot price and programs. Instead, they will look at the value of the results. The more accurate buyers can be in measuring outcomes, the more highly valued their services will be.

Odd couple brand partnerships to spread as the industry adjusts to new consumer behavior
The new year will see a surge in the number of non-traditional partnerships between brands, celebrities and media companies. Brands will increasingly choose delivering experiences over taglines in order to capture customers and secure brand loyalty.

One example of this kind of partnership is outerwear company Moncler’s sponsorship of Italian explorer Michele Pontrandolfo’s trek to the South Pole, which is helping to promote its winter 2015/2016 collection. Another example can be seen with GoPro Workouts, which enables users to follow their favorite professional athlete’s daily workout routine.

Brands are starting to internalize that a big part of capturing a digital audience’s attention is delivering meaningful experiences in a non-commercial sense, a story with a central narrative, dramatic structure and character arch. This is especially true with social media, where engaging content can go viral at any moment.

Digital audiences are much less likely to pardon brands for their interruption. To attract and keep audiences, brands must deliver compelling content and be comfortable with their products living in the subtext.

Advertising agencies to shift focus to creative and strategy as programmatic technology and fee scrutiny squeeze margin out of media buying
For the past two decades, marketers have placed a premium on their agencies’ ability to buy media efficiently. Agencies’ buying capabilities often determined whether they won or lost business.

With the rise of digital media, however, advertisers are fighting harder than ever before for media placement relevance.

This coming year the rise of programmatic technology and scrutiny over agency media buying fees will move agency value propositions back to campaign strategy and creativity.

While buying has become increasingly commoditized and media channels have grown exponentially, capturing and engaging audience is more challenging than ever before. Agencies and marketers will turn to creative strategy, new partnerships and integrated cross-channel strategies to break through the cluttered marketplace.

The key is having sharper insights and more creative thinking.

In 2016, we will see brands shifting their priorities and seeking to work with the most innovative thinkers in the agency world.

TO MAINTAIN their competitive edge, marketers will also have to be deliberate about incorporating emerging tactics into their campaigns and overall strategies. This includes calculated risks that do not have the luxury of long deliberation.

While these trends may present their fair share of obstacles and challenges, the companies that face them head on will be well positioned to connect with customers in a more meaningful way, which will undoubtedly translate into stronger brand loyalty and healthy revenue growth.