| Abstract | Blockchain tehnologija je u svom kratkom postojanju uzburkala nekoliko industrija, ponajprije financijsku. Nakon uspješne implementacije u financijskom svijetu, mnoge industrije su počele eksperimentirati s implementacijom blockchain tehnologije. Iako oglašivačka industrija još uvijek nije u potpunosti prihvatila tehnologiju zbog ograničenja poput skalabilnosti i nedostatka masovne adopcije, u budućnosti bi se to moglo promijeniti. Status digitalnog oglašavanja je ukaljan problemima kao što su rastući broj prijevara i malverzacija, opća netransparentnost u cijelom ekosustavu, manjak korisničke privatnosti, duopol Googlea i Facebooka i sve što proizlazi iz navedenog. Neki od spomenutih problema bi se mogli riješiti pomoću veće adopcije blockchain tehnologije zbog njenih ugrađenih karakteristika poput transparentnosti i nepromjenjivosti podataka, anonimnosti korisnika i decentralizacije. Međutim, sama tehnologija još uvijek nije dovoljno razrađena, niti dovoljno prihvaćena na globalnoj razini da bi ostvarila značajan utjecaj, ali njen potencijal je neosporan. Trenutno glavna primjena tehnologije u marketinškom kontekstu je takozvani NFT (eng. Non-fungible token) koji omogućava vlasništvo nad digitalnom imovinom poput slike ili audio zapisa, koncept koji do sada nije postojao. S NFT-ovima eksperimentiraju brojni veliki brendovi, a većina sudionika ispitivanja smatra da će taj trend rasti u nadolazećim godinama. Prema istraživanju, najpotentnija upotreba NFT-ova u marketingu je u domeni poboljšanja programa vrijednosti. Osim NFT-ova, značajna primjena blockchaina koja će se zasigurno odraziti na marketing i oglašavanje je metaverzum (eng. Metavers). Metaverzum je potpuno novi, virtualni svijet s neograničenim mogućnostima za kreativnost, pa tako i oglašavanje. Kao i sa samim blockchainom, mnoge velike organizacije su uložile u metaverzum zbog njegovog potencijala, ali korisničko iskustvo još uvijek nije na željenoj razini. Blockchain djeluje zaista obećavajuće u borbi protiv prijevare u oglašavanju koja bi se mogla eliminirati njegovom primjenom, međutim, da bi se do ostvarilo potrebno je da razvijemo neku vrstu digitalnih identiteta koji garantiraju da je osoba ono što tvrdi da je na internetu. Za sada, to još uvijek nije moguće. Sve u svemu, rezultati istraživanja ukazuju na uistinu velik potencijal tehnologije u digitalnom oglašavanju, ali i na značajne trenutne nedostatke. Dakle, proći će barem još 5, a vjerojatno i 10 ili više godina kako bi otkrili stvarni utjecaj ove nove tehnologije na industriju, ali i svijet općenito. |
| Abstract (english) | In its short existence, blockchain technology has stirred up several industries, primarily financial. After its successful implementation in the financial world, many industries have started experimenting with the implementation of blockchain technology. Although the advertising industry has not yet fully embraced the technology due to limitations such as scalability and lack of mass adoption, this could change in the future. The status of digital advertising is tainted by problems such as the growing number of frauds and malfeasance, general non-transparency in the entire ecosystem, lack of user privacy, the duopoly of Google and Facebook, and everything that comes from the above. Some of the aforementioned problems could be solved through greater adoption of blockchain technology due to its built-in characteristics such as transparency and data immutability, user anonymity, and decentralization. However, the technology itself is still not developed enough, nor sufficiently accepted on a global scale to have a significant impact, but its potential is undeniable. Currently, the main application of technology in the marketing context is the so-called NFT (Non-fungible token), which enables the ownership of digital assets such as images or audio recordings, a concept that did not exist until now. A number of big brands are experimenting with NFTs, and most survey participants believe that this trend will grow in the coming years. According to research, the most potent use of NFTs in marketing is in the realm of improving loyalty programs. In addition to NFTs, a significant application of blockchain that will certainly affect marketing and advertising is the metaverse. Metaverse is a completely new, virtual world with unlimited possibilities for creativity, including advertising. As with blockchain itself, many large organizations have invested in the metaverse for its potential, but the user experience is still not up to par. Blockchain shows real promise in the fight against advertising fraud that could be eliminated by its application, however, to make it happen we need to develop some kind of digital identity that guarantees that a person is who they claim to be on the Internet. For now, this is still not possible. All in all, the research results point to the truly great potential of technology in digital advertising, but also to significant current shortcomings. So, it will take at least another 5 and possibly 10 or more years to see the true impact of this new technology on the industry, and the world in general. |
