The digital industry doesn’t stop when SoMo Borac ends! This time, we’re sharing two stories worth your attention: HUDI’s major new report on Croatia’s digital market and E.ON’s example of turning a complex subject into useful, accessible content.
HUDI Annual Insights 2026: the first comprehensive look at Croatia’s digital market
How big is Croatia’s digital market, what is it worth and where is it heading? That’s exactly what HUDI Annual Insights 2026 sets out to answer. The first annual report from the Croatian Digital Publishers Association (HUDI), developed with research partner Ipsos, brings together key data on digital publishing and advertising in Croatia.
It covers everything from audience behaviour and trust in news to AI, subscriptions, advertising investment and market forecasts through 2028.
And some of the findings are hard to ignore:
- 2.55 million people are reached each month by Croatian publishers included in HUDI’s audience measurement. Together, they reach more people than Facebook, Instagram or TikTok, with only YouTube ahead.
- 88% of Croatian internet users read news online, compared with the EU average of 70%.
- €606 million was the value of Croatia’s net advertising market in 2025, with digital accounting for 61%.
- €708 million is the projected value of the total advertising market by 2028 under the report’s baseline scenario.
But it’s not all about growth. While local publishers’ audiences remain stable, visits and total time spent are declining. AI-generated answers, algorithms and changing content habits are raising new questions about how publishers attract, retain and monetise audience attention. Sounds familiar? There’s a reason The Cost of Attention was the central theme of this year’s SoMo Borac.
HUDI Annual Insights is designed to become an annual, evidence-based resource for publishers, advertisers, agencies and everyone making decisions about the future of Croatia’s digital industry.
If you work in digital, this is one report you won’t want to miss.
EXPLORE HUDI ANNUAL INSIGHTS 2026
E.ON: turning energy literacy into a digital experience
How much energy does your fridge actually use? Is it better to switch appliances off rather than leave them on standby? And how well do we really understand the energy terms we come across in everyday life?
E.ON is helping answer these questions through its digital platform Moć energetske pismenosti (The Power of Energy Literacy), featured in Marketing Magazin.
Instead of complicated explanations, the platform offers practical guides, infographics, an energy glossary, a quiz and a solar calculator. The idea is to help people better understand their energy consumption, renewable energy and the small changes they can make in everyday life.
The project was also entered into this year’s SoMo Borac competition, making it an interesting example of how educational content and digital tools can help a brand communicate a complex subject in a clear and genuinely useful way.
Discover how the platform works and what it offers in the Marketing Magazin article.
