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master's thesis
Videooglašavanje putem Google Adwordsa na primjeru specijaliziranog medijskog portala
2018. urn:nbn:hr:145:834736
Puvača, Vladimir
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Puvača, V. (2018). Videooglašavanje putem Google Adwordsa na primjeru specijaliziranog medijskog portala (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:834736

Puvača, Vladimir. "Videooglašavanje putem Google Adwordsa na primjeru specijaliziranog medijskog portala." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:834736

Puvača, Vladimir. "Videooglašavanje putem Google Adwordsa na primjeru specijaliziranog medijskog portala." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:834736

Puvača, V. (2018). 'Videooglašavanje putem Google Adwordsa na primjeru specijaliziranog medijskog portala', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 05 February 2025, https://urn.nsk.hr/urn:nbn:hr:145:834736

Puvača V. Videooglašavanje putem Google Adwordsa na primjeru specijaliziranog medijskog portala [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2018 [cited 2025 February 05] Available at: https://urn.nsk.hr/urn:nbn:hr:145:834736

V. Puvača, "Videooglašavanje putem Google Adwordsa na primjeru specijaliziranog medijskog portala", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:145:834736

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Metadata
TitleVideooglašavanje putem Google Adwordsa na primjeru specijaliziranog medijskog portala
Title (english)Video advertising through Google AdWords on the example of specialized media portal
AuthorVladimir Puvača
MentorDavorin Turkalj (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberBranko Matić (član povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2018-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovim radom obraditi će se tema video oglašavanja na YouTubeu i Google prikazivačkoj mreži. Cilj rada je ukazati na mogućnosti te prednosti video oglašavanja i njegov značaj u digitalnom marketingu. Danas videozapisi su medij s najbržim rastom u povijesti, te je postao standardni element svim marketing strategija. Istraživanja su pokazala da je video postao omiljen oblik digitalnog sadržaja zbog mogućnosti interakcije s videozapisom u odnosu na tradicionalne medije koji nemaju tu mogućnost. Glavni istraživački cilj ovog rada je prikazati i istražiti osnove video oglašavanja na YouTube i Google prikazivačkoj mreži, te prikazati proces izrade i optimizacije video oglasa. Zbog izuzetno dinamičkog tržišta digitalnog oglašavanja diplomski rad usko je vezan za sadržaj na internetu, zbog nedostatka znanstvenih publikacija poznavanja video oglašavanje u Hrvatskoj. Postavka video kampanja na Google AdWords platformi tehnički nije zahtjevna. Ali implementacija i optimizacija video kampanja u cilju ostvarivanja najboljih rezultata je težak i dugotrajan proces. U ovom diplomskom radu bit će prikazana procedura izrade video kampanje, savjeti za izradu kreativnih video oglasa te njihovu optimizaciju.
Abstract (english)
This paper will deal with the topic of video advertising via YouTube and the Google search engine. The aim is to point out to the possibility and advantage of advertising, as well as its significance in digital marketing. Today, videos are the fastest growing media in history, and have become a standard element in every marketing strategy. The researches have shown how the video has become the most favorite form of digital content due to the possibility of the interaction with the video in comparison to the traditional media that do not have the same possibility. The main aim of the research in this paper is to show and study the basics of video advertising on YouTube and Google, as well as the sole process of making and optimizing the video advertisements. Due to the exceptionally dynamic market of digital advertising this diploma paper is narrowly related to the Internet content, because of the lack of scientific publications dealing with video advertising in Croatia. The creating process of an advertisement and a video campaign on the Google AdWords platform is not technically demanding. But implementing and optimizing video campaigns to achieve the best results is a difficult and lengthy process. This diploma paper will elaborate on how to create a video campaign, give advice for creating creative video ads and how to optimizing them.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:834736
Study programmeTitle: Entrepreneurship
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2019-02-11 12:25:41