Digital Day 2026, organized by IAB Serbia, has once again confirmed that the digital industry is in a period of accelerated transformation, but also continuous growth.
According to the latest data presented at the conference, the digital advertising market in Serbia continued its strong upward trend. The largest share of investments still goes to display advertising, including video and social networks, while mobile devices now dominate the digital ecosystem, with as much as 90% of display budgets directed towards mobile formats.
During the two days of the conference, more than 600 professionals from the fields of marketing, media, technology, and communications discussed topics shaping the industry today – from artificial intelligence, retail media, and influencer marketing, to the future of media, creativity, and trust in the digital environment.
We were particularly pleased that our representatives also actively participated in the conference program.
The panel on performance and creativity in the AI era, moderated by our Iva Kovandžić Ranković, discussed how AI-driven tools are changing the way marketing teams work. One of the key conclusions was that AI is taking over more and more operational tasks, allowing experts to focus on what makes the biggest difference – a quality brief, strategic thinking, idea development, and creativity. AI was described as a sort of “perfect junior” – fast, accessible, and efficient, but the panel’s conclusion was clear: the human factor remains irreplaceable when it comes to context, creativity, and strategic decision-making.
Our Jovan Vujović also participated in an engaging head-to-head discussion with Andreja Milkić from Leo Burnett, where they opened up the topic of the relationship between creative and media teams in the campaign development process. Through a well-argued discussion, they showed that the best results are not achieved by the dominance of one discipline over another, but through collaboration and mutual understanding.
As the speakers concluded: “We are all one team and we need to be less arrogant, and more open and ready to learn from each other, because our job is to jointly deliver the best results for clients, who know a great deal and, more and more frequently, know even more than the agencies.”
Digital Day 2026 demonstrated once again that the future of marketing will not depend solely on technology, but on people’s ability to use that technology in a smart, creative, and responsible way. It is precisely in the combination of data, creativity, performance, and collaboration that the greatest potential for the further development of our industry lies.
