On February 11, 2025, at Crowne Plaza Belgrade, 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 Serbia 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 Serbia.
Google Media Sales Representative and the Digital Advertising in Serbia
“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 Serbia, 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, 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 Serbian 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 Serbia 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 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 features 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.
Market Trends and Insights: Search Advertising, YouTube, and Online Shopping in Serbia
Digital transformation in Serbia is gaining momentum, reshaping consumer behavior and the e-commerce market. Jelena Savić, Product Specialist, and Nebojša Nikolić, Team Lead Product Specialist at Admixer Media, presented key digital trends and insights in Serbia.
More than 51.8% of internet users made an online purchase in the last three months. However, 24.2% of users have still never shopped online, presenting an opportunity for businesses to engage new customers and expand the market.2
Search engines remain the dominant channel for product discovery, with 83% of Serbian shoppers relying on Google, far ahead of recommendations from friends (74%) and online reviews (60%).3
YouTube also plays a key role in digital advertising. The platform reached over 4.5M people in Serbia ages 18+ in May 2024, when an average person watched over 45 minutes of YouTube per day.4 Furthermore, YouTube is a powerful demand-generation tool: users are 2x more likely to discover new brands on YouTube than on social media, and 86% take immediate action after discovering a product through YouTube or Google.5
Mila Dmitrijević from Admixer Media, together with Aleksandar Marić and Nikola Milanović from SmartWeb, demonstrated how Google Ads Performance Max (PMax) effectively generated high-quality leads for Jaram Resort, a luxury complex set to open in 2026. By implementing bottom-of-the-funnel strategies, the team focused on high-intent audiences and optimized campaign performance with Google’s Performance Max. Refining audience segmentation and optimizing further keywords allowed them to achieve 28,000 clicks, 427 conversions, a 1.37% conversion rate.6
The event concluded with the panel discussion “The Future of Digital Advertising in an AI-Driven World”, moderated by Nenad Milić, Director for Serbia at Admixer Media. The panel featured Igor Grumuša, CMO at Planeta Sport; Srđan Miodragović, CEO and Founder of Cloud Media Agency; and Ratko Đurđević, Paid Media Specialist at Orion Telekom. The experts discussed the transformative impact of AI on digital advertising, the growing importance of privacy-first strategies, and the ongoing evolution of Google Ads.
During the panel discussion, an interactive session took place, with event guests also participating. When asked how businesses are adapting to changing requirements in data privacy, guests responded that the most significant challenge for businesses was building a quality infrastructure for first-party data (2.78 points). Other difficulties include compliance with global regulations (1.33 points) and adapting measurement and attribution models (1.09 points), while audience targeting accuracy posed the least difficulty (0.33 points).
In terms of prospects for working with Google Ads in 2025, guests highlighted that 72% plan to invest in AI and automation, signaling a business shift toward utilizing modern technologies to boost the effectiveness of advertising campaigns. Additionally, 53% of respondents see the development of analytics and measurement methods as a key focus, while 42% aim to enhance their efforts through creative formats, including video content.
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 Serbia 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.
2. Statistical Office of the Republic of Serbia, “Use of information and communication technologies in the Republic of Serbia, 2024”, February, 2024., CATI, 2800 individuals, retrieved from Ecommerce Association of Serbia report.
3. Ecommerce Association of Serbia, CAWI, sample – 3,537; TARGET POPULATION – Internet shoppers: all internet users who use e-commerce. The research was conducted between June 28 and July 17, 2023.
4. YouTube Internal Data, May 2024.
5. Google/Ipsos, Video & Social Ad Impact Study, July 2023-August 2023
6. YouTube VRC Campaign Meta Analysis, Global, Oct 2019 – Feb 2021. Data from n=33 video experiments, 2
Google Ads data, Global, 2023.
