The Digital Advertising Environment

S pojavom in razvojem digitalizacije so se pojavile nove možnosti za razvoj in napredek na številnih področjih. Diplomsko delo tako ugotavlja, kako se je oglaševanje spremenilo v obdobju digitalizacije. V prvem delu, ki je pretežno sestavljen iz teorije, najprej razjasnimo temeljne pojme in se osredotočimo na digitalni način oglaševanja. Raziščemo prednosti in predstavimo nekatere oblike tovrstnega oglaševanja. V nadaljevanju preidemo na praktični del, kjer s pomočjo raziskave ugotovimo, kakšni so pogledi obravnavanih podjetij na sodoben način oglaševanja. S pomočjo odgovorov, pridobljenih iz spletne ankete, ugotovimo, katere so prednosti digitalizacije oglaševalskega prostora za uporabnike ter kakšne so razlike v zaznavanju med digitalnim in klasičnim oglaševanjem. Pri odgovarjanju na raziskovalna vprašanja se opremo na empirične dokaze.The emergence and development of digitalization has brought about new opportunities for development and progress in various areas. The diploma thesis, therefore, establishes how advertising has changed in the digitalization period. The first part, which mainly consists of theory, clarifies basic concepts and focuses on digital advertising. We explore its advantages and present certain types of such advertising. This is followed by a practical part, wherein research is conducted to identify the attitudes of selected companies towards modern advertising. Answers obtained through an online survey help us determine the advantages of digitalizing the advertising space for users and the differences in perceiving digital and classic advertising. When answering research questions, we rely on empirical evidence