On February 13, 2025, at Grand Plaza Ljubljana, an exclusive event organized by Admixer Media, with the participation of Google representatives, took place. The event presented the Google Ads Media Sales Representative program in Slovenia and brought together leading digital marketing experts, business representatives, and industry leaders.
Participants had the opportunity to explore the latest digital trends, innovative advertising solutions, and AI-powered strategies. Experts from Google and Admixer Media shared insights on the key aspects of digital transformation and the future of advertising in Slovenia.
Google Media Sales Representative and the Digital Advertising in Slovenia
“I believe the coming years will shape how we do business. AI is already transforming marketing — from strategy to creativity and the tools we use,” noted Irina Overko, Chief Strategy Officer at Admixer Advertising. “This period is crucial for businesses to learn, adapt, and prepare for growth. As the official Media Sales Representative for Google Ads in Slovenia, Admixer Media, a part of Admixer Advertising, is proud to support businesses during this time. We offer free support, exclusive tools, and resources tailored to market challenges. Our mission is to bridge global innovation with local expertise, empowering businesses to unlock their potential and thrive.”
Mojca Rožac, Global Program Director at Admixer Media, presented the Google Media Sales Representative program program, emphasizing its role as a strategic partner for businesses aiming to maximize their results with Google Ads. She explained that the program is not a competitor to agencies but rather complements them, providing free access to campaign optimization, dedicated local support, and strategic consulting. By offering these resources, the Media Sales Representative program helps businesses in the Slovenian market achieve measurable success, ensuring they stay ahead in an ever-changing digital environment.
Suzanne Claassen, Managing Director in Central Eastern Europe at Google, commented on the partnership with Admixer Media. The Media Sales Representative program is designed to help local customers and agencies grow their businesses. Admixer Media will provide enhanced local support, leveraging their expertise to benefit customers in the market and further strengthen the region’s digital advertising ecosystem.
The role of AI in business and marketing
In today’s fast-paced digital world, access to up-to-date knowledge and cutting-edge technologies plays a crucial role in business success. That is why the first Admixer Media event in Slovenia is dedicated to one of the most transformative topics — AI and its impact on business and society.
AI is no longer just a tool, it is a powerful technology shaping the future. It is already making cities cleaner, medicine more precise, and climate strategies more effective. And this is just the beginning. Suzanne highlighted that at Google, AI is seen as the third technological wave after the Internet and mobile technologies, with a potential that extends far beyond conventional use cases.
Expanding on this topic, Angelos Galanakis, Regional Head of Strategic Agency Partnerships at Google, shared information on how Google AI is transforming marketing and advertising, making them more personalized and efficient. He explained how visual search and AI tools help brands engage audiences at every stage of the sales funnel, emphasized the importance of demand creation through Demand Generation Campaigns, and highlighted the use of Performance Max and Google Search AI to drive sales and generate leads. He also focused on the role of creativity in advertising. 80% of marketers deem creative quality key to marketing effectiveness. Google AI offers solutions that allow brands to enhance visual content: Flip Video for format adaptation, Product Studio for working with images, and Dream Screen for creating professional videos.1
Artur Mosiak, Strategic Partnerships Development Manager at Google, discussed the importance of AI in data-driven marketing. Taking into account non-linear and multi-channel interactions with customers, cookie-based tracking, and growing demands for data protection and privacy it is essential to build a full customer journey using privacy friendly solutions. Key tools such as Google Tag, Consent Mode, and Enhanced Conversions ensure accurate tracking and optimization, even with limited data.
These three instruments are fundamental. If you’re not using them, it’s a significant missed opportunity. More advanced solutions, including Enhanced Conversions for Leads and Customer Match, help link online and offline conversions, refine targeting, and enhance campaign effectiveness while maintaining user privacy.
Recently, Google commissioned an independent study, “The Economic Opportunity of Generative AI in Slovenia” which was presented by Damian Huba, Head of Partner and Platform Solutions at Google. In his keynotes he discussed the economic potential of generative AI in Slovenia, highlighting its ability to boost GDP by €3-4 billion. He emphasized that AI can enhance productivity by augmenting human capabilities, automating tasks to free up time, and creating new job opportunities despite automation-driven displacement. Generative AI is particularly impactful in knowledge-intensive sectors such as information, finance, and business services. If Slovenia adopts AI at the pace of leading European nations, its economic potential could increase by 5-8% (€3-5 billion), positioning the country as a digital leader.2
The full version of the report “The Economic Opportunity of Generative AI in Slovenia” can be downloaded via the link.
Market Trends and Insights: Search Advertising, YouTube, and Online Shopping in Slovenia
Digital transformation in Slovenia is gaining momentum, reshaping consumer behavior and the e-commerce market. Eva Kavčič, Partner Manager at Admixer Media, presented key digital trends and insights in Slovenia.
More than 53% of internet users in Slovenia made an online purchase in the last three months. However, 7% have still never shopped online, presenting a clear opportunity for businesses to engage new customers and expand the market.3
Search engines remain the dominant channel for product discovery, with 45% of Slovenian shoppers relying on them to find information about products, stores, and categories. This significantly surpasses product or producer web pages (26%) and web browsing comparison sites (25%). Personal recommendations from friends (14%), social networks (13%), and aggregators (12%) play a less significant role in the product discovery process.4
YouTube also plays a key role in digital advertising. The platform reached over 1.5M people in Slovenia ages 18+ in May 2024, when an average person watched over 40 minutes of YouTube per day.5 Furthermore, YouTube is a powerful demand-generation tool: users are 2x more likely to discover new products on YouTube compared to traditional social platforms, and 86% take immediate action after discovering a product through YouTube or Google.6
Tanja Golčman from Admixer Media presented how the Slovenian company Maneks Plus, operating in 14 countries, successfully optimized its customer acquisition strategy. Initially focused solely on bottom-of-the-funnel campaigns, the company faced rising acquisition costs and growth limitations. To create sustainable demand and reduce dependency on lower-funnel audiences, they implemented Demand Gen campaigns, leveraging AI-optimized formats across various Google platforms. By utilizing a mix of video and image creatives, first-party data, and lookalike audiences, Maneks Plus significantly improved campaign efficiency. As a result, they achieved an 18% increase in conversions, a 16% boost in revenue, and a 21% growth in ad investments, demonstrating the power of a more diversified and AI-driven advertising approach.
The event concluded with the panel discussion “Human vs. Machine: The Role of Advertisers in the Age of AI”, moderated by Karmen Krumpestar, Country Program Lead at Admixer Media. The panel featured Marko Penko, Paid Advertising Expert at Advanced Marketing; Zoran Savin, Director at IAB Slovenia; and Blaž Pregelj, CEO & Co-founder of Brainylab. Panelists discussed AI’s impact on digital advertising, noting its role in improving Google Ads performance while highlighting data privacy and automation challenges for Slovenian advertisers in 2025. They emphasized AI-driven efficiency, the growing need for data analysis skills, and its use in targeting, ad optimization, and personalization, though trust remains a key obstacle. Looking ahead, AI is expected to reshape Slovenia’s digital marketing with hyper-personalization and automated media buying.
During the panel discussion, participants took part in an interactive survey on key digital advertising trends for 2025. The majority (72%) believe that success in Google Ads will depend on investing in AI and automation, while analytics (53%) and creativity (42%) remain important. The most popular AI applications in marketing include chatbots and AI-generated content (73%), as well as bid optimization, trend forecasting, and automated creative testing. As a result, the most in-demand skills are data analysis and measurement automation (63%), along with AI expertise. Over the next five years, AI is expected to play a major role in digital advertising, but not fully replace human decision-making. Instead, 54% of respondents believe AI will serve as a tool to support and enhance marketing strategies rather than completely taking over the process. Meanwhile, 33% expect AI to drive improvements in audience targeting and personalization. Based on the survey results, the biggest challenge for advertisers in 2025 will be adapting to new privacy regulations (53%), along with increasing competition, AI integration, campaign performance measurement, and a shortage of skilled professionals.
After the official program, participants continued networking in an informal atmosphere, sharing experiences and discussing future collaborations.
The Google Ads Media Sales Representative program in Slovenia is an important step for the country’s digital advertising industry. It provides local businesses with access to advanced global tools and technologies to support their growth. The event emphasized that companies willing to embrace change, effectively use data, and integrate AI into their strategies will be better positioned to succeed in the market.
Take your business to the next level — contact Admixer Media today and let’s grow together!
Sources:
1. Marketing Week/Kantar, The Language of Effectiveness, 2023
3. Smart Shopper Research. Google, Cint (2023 & 2024) / Savanta (2022) / Zweipunkt (2021) / Kantar (2020 & 2019), Online survey, Country: Cross EMEA market insights. Nationally representative online population 18+Y.O who conducted purchases in the past 3 months for Consumer Electronics/Home & Garden/Fashion/Toys/Jewellery and in the past 1 month for Food & Groceries/Beauty. Base 2024/2023/2022/2021:All product buyers of CE, Home, Fashion, Food, Beauty, Toys, Jewellery n=54828/74041/55794/31124/. Q1: Where did you make your last purchase? Valicon & Ceneje, Shopper’s Mind Slovenia, 2024
4. Valicon, CAWI, September 2024, n=3,012, target group – online customers, observation unit – completed online purchase, last purchase.
5. YouTube Internal Data, May 2024
6. Google/Ipsos, Video & Social Ad Impact Study, July 2023-August 2023
