Ebben a cikkben segítünk megérteni, mit jelent ez a gyakorlatban, és hogyan készülj fel rá cégvezetőként.

Mi is pontosan a reklámadó, és mikortól kell vele számolnod?

A reklámadó 2026. július 1-jétől ismét alkalmazandóvá válik Magyarországon. Ez azt jelenti, hogy a reklámtevékenységek után bizonyos esetekben adófizetési kötelezettség keletkezik.

Alapvetően a szabály egyszerűnek tűnik:
az adót a reklám közzétevője fizeti.

Ide tartoznak például:

• médiacégek
• kiadók
• outdoor (pl. plakát) felületek üzemeltetői
• online hirdetési platformok szolgáltatói

 
A gyakorlatban a reklámadó hatása jóval szélesebb kört érint. Bizonyos esetekben ugyanis: nemcsak a közzétevőnek, hanem a hirdetést megrendelő félnek is lehet kötelezettsége.

Ez különösen fontos, ha:

• rendszeresen futtatsz kampányokat
• digitális csatornákat használsz
• külföldi platformokon (pl. social media, Google) hirdetsz

 
Ez azt jelenti, hogy egy átlagos KKV is könnyen érintetté válhat, még akkor is, ha nem gondolja magát reklámpiaci szereplőnek.

Milyen hirdetések tartozhatnak a reklámadó alá?

A szabályozás meglehetősen széles spektrumot fed le. Ide tartozhatnak:

• sajtótermékekben megjelenő hirdetések
• televíziós és rádiós reklámok
• szabadtéri reklámok (pl. óriásplakátok)
• online és digitális hirdetések

 
És itt van a legfontosabb pont számodra:
a digitális marketing sem kivétel.

Meta Ads, Google Ads, natív hirdetések – mind potenciálisan érintettek lehetnek.

A legnagyobb kihívás: az értelmezés

A reklámadó nem feltétlenül az adó mértéke miatt problémás, hanem azért, mert:

nem mindig egyértelmű, mi számít reklámközzétételnek, és ki a kötelezett.

A gyakorlatban sok olyan konstrukció létezik, ahol kérdéses:

• ki a közzétevő?
• ki viseli az adóterhet?
• hogyan kell dokumentálni a tranzakciókat?

 
Ez különösen igaz:

• ügynökségi konstrukciók esetén
• affiliate marketingnél
• nemzetközi platformok használatakor

 
Mit kell tenned most? – gyakorlati checklist

Ha nem szeretnél kellemetlen meglepetéseket, akkor érdemes már most lépni.

1. Vizsgáld meg a marketinged

• Milyen csatornákon hirdetsz?
• Mekkora költéssel dolgozol?
• Használsz külföldi platformokat?

2. Nézd át a szerződéseidet

• Ki a reklám közzétevője?
• Van-e nyilatkozat a reklámadóról?
• Egyértelműek a felelősségi körök?

3. Ellenőrizd a folyamataidat

• Van megfelelő dokumentáció?
• Követhető a hirdetési költés?
• Elkülönítve kezeled a releváns tételeket?

4. Kérj szakértői segítséget

 
A reklámadó tipikusan az a terület, ahol egy rossz értelmezés komoly kockázatot jelenthet.

A reklámadó visszatérése nem csupán egy jogszabályi változás. Sok vállalkozás számára ez:

• új adminisztrációs terhet
• új kockázatokat
• és új feladatokat jelent

 
Ha aktívan hirdetsz – különösen online –, akkor jó eséllyel érintett vagy.

A Reklámadó: A te cégedet is érintheti? Így készülj fel időben bejegyzés először Drive Online Marketing-én jelent meg.

Everyone knows the saying, “To err is human”. Fewer know, however, that this quote from Seneca does not end here but goes on saying “but to persist in error is diabolical”. Mistakes are a part of life, which is why it is not realistic to expect someone to never make one, but you may rightly expect someone to recognize his or her mistake and not make the same one twice. You can turn a recognized and corrected mistake to advantage in the long run, but if you do not recognize your mistake, you doom yourself to repeating it over and over again.

No matter how professional a company is, no matter how conscientious the people who work there are, they might make mistakes. A self-respecting marketing agency, however, has a protocol for handling errors, guaranteeing that the same glitch does not happen twice. With many years of experience, Drive Online Marketing has established its own error processing procedure, the core of which is to recognize, acknowledge and correct errors, and then to identify the lessons learned and to share them with all stakeholders. In the long run, it can be said that errors and mistakes are the key to development, because if you “always do everything right”, you do not have the motivation to change methods, either proven or presumed proven.

Many agencies have the established practice of designating an online marketing campaign manager for each client to get to know the circumstances and wishes of the client inside out and to try to manage the campaigns accordingly. This model has, however, the disadvantage that the work of the agency contact person is not directly controlled by anyone, so if a mistake occurs, it is either not detected at all or only after a long time. By contrast, at Drive Online, each client is assigned a team whose members constantly monitor eachother using checklists developed over the years, and another randomly selected member of the agency also audits the campaigns every quarter to see whether the colleagues working on the campaigns have missed anything.

Drive Online Marketing aims to provide the best possible quality of service to clients. We do not promise that we will never make a mistake, but we promise that we will correct the mistakes and never make the same mistake twice!

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AN AGENCY’S LIFE. PART 3: EVEN ROME WAS NOT BUILT IN A DAY

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AN AGENCY’S LIFE. PART 2: WHAT DOES CHEMISTRY HAVE TO DO WITH ONLINE MARKETING?

Human relationships have a component that is invisible and difficult to determine. It determines whom we regard as sympathetic, whom we friend or whom can we effectively work together with…
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A LIFE AT AN AGENCY, CHAPTER 4: TO ERR IS HUMAN bejegyzés először Drive Online Marketing-én jelent meg.

Nowadays we think it is normal if you have money enough to pay for speed then you can get almost anything within minutes, hours or a few days at maximum. There are, however, things one cannot hurry to grow. It does not matter how much money you spend on it, a tree still requires time to grow, you still require time to learn a language, and your business still requires time to get at the top of the Google search list with AdWords campaigns or search engine optimization.

The ideal relationship between online marketing agencies and clients does not only require good chemistry and cooperation, but patience as well – which should primarily come from the client. If a business wanted to advertise in the printed version of Vanity Fair or during the Super Bowl commercial breaks, then it needs a lot of money. In turn, if you want to use Google AdWords to promote your product or business, then you do not only need to invest a lot in the campaign, but you also need to find an online marketing expert and be patient until your effort comes to fruition. Good, data-based decisions need statistical population and significant differences of the variables. If we modify too often or change too many variables at the same time, then our decision will not be sound.

Measuring how much the cherries on the tree in our garden have grown several times a day will not lead to earlier harvest. In the same way, it’s no use checking every hour after launching the campaign where our website appears in the Google search list, this will not speed up the process, because this is not the way search engine marketing works. You cannot penetrate a market just in a few minutes; to accomplish a goal of this magnitude, you need money, a well-thought-out strategy, and patience; if you lack any of these three, then you’ll have much less chance for success.

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An agency’s life. Part 1: Is it a service provider? No, it’s a Partner!

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An agency’s life. Part 2: What does chemistry have to do with online marketing?

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A An agency’s life. Part 3: Even Rome was not built in a day bejegyzés először Drive Online Marketing-én jelent meg.

Human relationships have a component that is invisible and difficult to determine. It determines whom we regard as sympathetic, whom we friend or whom can we effectively work together with. As the key to the joint work of online marketing agencies and clients is cooperation, it is worth analyzing this invisible factor a bit, which is usually called chemistry.

The most important thing about this is perhaps that if the chemistry does not work between two people, then it is not by all means the fault of one of them, it is just simply not there. Romeo and Juliet could immediately feel the chemistry between each other; it is, however, not likely that they would have died for somebody else as well. As online marketing is not a service, but a partnership based on a great deal of communication and cooperation, chemistry between the parties is key; it will otherwise not work, even despite their best efforts.

This chemistry is responsible for the client’s trust in the agency, the client’s readiness to disclose its figures that are business secrets, the client’s ordering the development of a long-term strategy, and the client’s acceptance of the suggestions for improvement of the marketing experts. Online marketing agencies do not sell a recipe for success, there is no general formula that guarantees a boost in the turnover of all businesses. The whole process starts with a comprehensive diagnosis; after all, you would not trust a heart surgeon either if he suggested immediate operation without any preliminary examination, right? The examination covers four areas: Facebook target group, Google keyword data, website audit and peer group analysis. As soon as it is done, the joint work can start; we can, however, not stress enough that this joint work can only be successful if there is trust and cooperation, and these require good chemistry between the parties involved. This is why, during the first interview, not only the client examines the agency, but the agency also assesses the client, and they decide together whether they would like to work together.[/fusion_text][fusion_separator style_type=”single solid” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” sep_color=”” top_margin=”20px” bottom_margin=”20px” border_size=”” icon=”” icon_circle=”” icon_circle_color=”” width=”” alignment=”center” /][fusion_title title_type=”text” rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”off” highlight_width=”9″ highlight_top_margin=”0″ before_text=”” rotation_text=”” highlight_text=”” after_text=”” title_link=”off” link_url=”” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”” id=”” content_align_medium=”” content_align_small=”” content_align=”left” size=”2″ font_size=”” animated_font_size=”” fusion_font_family_title_font=”” fusion_font_variant_title_font=”” line_height=”” letter_spacing=”” text_shadow=”no” text_shadow_vertical=”” text_shadow_horizontal=”” text_shadow_blur=”0″ text_shadow_color=”” margin_top_medium=”” margin_right_medium=”” margin_bottom_medium=”” margin_left_medium=”” margin_top_small=”” margin_right_small=”” margin_bottom_small=”” margin_left_small=”” margin_top=”” margin_right=”” margin_bottom=”” margin_left=”” margin_top_mobile=”” margin_bottom_mobile=”” text_color=”” animated_text_color=”” highlight_color=”” style_type=”none” sep_color=”” link_color=”” link_hover_color=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]

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An agency’s life. Part 1: Is it a service provider? No, it’s a Partner!

All relatively new fields in which we don’t have habits and patterns established over generations or guidance from our parents or teachers often have misconceptions and misunderstandings.
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An agency’s life. Part 3: Even Rome was not built in a day

There are, however, things one cannot hurry to grow. It does not matter how much money you spend on it, a tree still requires time to grow, you still require time to learn a language, and your business still requires time to get at the top of the Google search list with AdWords campaigns or search engine optimization.
Read more »[/fusion_text][/fusion_builder_column_inner][/fusion_builder_row_inner][/fusion_builder_column][fusion_global id=”6020″][/fusion_builder_row][/fusion_builder_container][fusion_global id=”6025″]

A An agency’s life. Part 2: What does chemistry have to do with online marketing? bejegyzés először Drive Online Marketing-én jelent meg.

All relatively new fields in which we don’t have habits and patterns established over generations or guidance from our parents or teachers often have misconceptions and misunderstandings.
Many still think that what online marketing agencies do is blurry hocus-pocus; expectations are, therefore, often far from reality.

The most common misunderstanding comes from the fact that clients regard the work of online marketing agencies – more specifically, AdWords campaigns – as some kind of service they can buy; the world of search-engine marketing is, however, much more complex than that. Digital agencies do not sell services but search for partners with which they can develop and grow together in order to generate as much income as possible. Clients often wish to get a guarantee that their turnover will increase, and they will earn more if they invest a certain amount. No online marketing agency can give such a guarantee.

To illustrate this with an example: the agency is a shepherd dog which herds sheep into the pen; in other words, it leads potential customers to the website of the advertiser. The fact whether the sheep like the pen, whether they want to choose from the foods they find there, and whether they would like to return there later is not the responsibility of the shepherd dog, but of the person who built the pen. A good agency can, of course, also help make pens more attractive and more competitive; to do so, however, it requires a client who is open to change, has trust in the competence of the shepherd dog and is ready to invest in the development of its website and specific sales benefits.

To put it short, cooperation is the key to successful online marketing. A good agency is open to client needs and uses maximum experience and knowledge to achieve the goal set together. A good client trusts the expertise of the marketing agency it chooses and actively participates in the development of a winning strategy. If this happens, success will surely come!

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An agency’s life. Part 2: What does chemistry have to do with online marketing?

Human relationships have a component that is invisible and difficult to determine. It determines whom we regard as sympathetic, whom we friend or whom can we effectively work together with…
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An agency’s life. Part 3: Even Rome was not built in a day

There are, however, things one cannot hurry to grow. It does not matter how much money you spend on it, a tree still requires time to grow, you still require time to learn a language, and your business still requires time to get at the top of the Google search list with AdWords campaigns or search engine optimization.
Read more »[/fusion_text][/fusion_builder_column_inner][/fusion_builder_row_inner][/fusion_builder_column][fusion_global id=”6020″][/fusion_builder_row][/fusion_builder_container][fusion_global id=”6025″]

A An agency’s life. Part 1: Is it a service provider? No, it’s a Partner! bejegyzés először Drive Online Marketing-én jelent meg.

In the recent years, many company managers have asked themselves the question whether it is worth spending money on advertising the keywords of the own brand. Opinions differ; some articles suggest that this is just wasting of money, while others say that not spending on it is business suicide.

Advertising brand expressions is actually important for several reasons. Firstly, it can protect the keywords of your brand from your competitors. Secondly, brand expressions are cheap, their CPC is almost always lower than that of other keywords. Moreover, the amount spent on advertising brand keywords is typically only a small percentage of the expenses. The following article demonstrates what happens if you stop your brand campaign on a specific example.

A client wanted to stop advertising the keywords of its brand, because it thought it did not need it anymore. The brand campaign costed less than 7% of the monthly total PPC expenses; it, however, increased its total brand-related expenditure by 168%. Let’s see what exactly happened.

In the month following the stopping of the Google brand campaign, expenses decreased by 9%; conversions, however, dropped by 52%; while the CPA increased by 91%, revenues dropped by 54% and ROAS dropped by 49%. The 12% increase of revenues from organic commerce could not compensate for the losses due to the missing paid searches, and the client had a total revenue drop of 21%.

You could think, in theoretical terms, that the same number of people would still search for our company name and click on the organic brand ads, even after stopping of the brand campaign. Data, however, show otherwise. Statistics also revealed that revenues from other channels also dropped while the brand campaign was paused.

We can, therefore, say that, on the whole, it is worth spending on the brand campaign, because, as the example above clearly demonstrates, organic searches on their own cannot replace the missing revenues.[/fusion_text][fusion_separator style_type=”single solid” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” sep_color=”” top_margin=”20px” bottom_margin=”20px” border_size=”” icon=”” icon_circle=”” icon_circle_color=”” width=”” alignment=”center” /][fusion_title title_type=”text” rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”off” highlight_width=”9″ highlight_top_margin=”0″ before_text=”” rotation_text=”” highlight_text=”” after_text=”” title_link=”off” link_url=”” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”” id=”” content_align_medium=”” content_align_small=”” content_align=”left” size=”2″ font_size=”” animated_font_size=”” fusion_font_family_title_font=”” fusion_font_variant_title_font=”” line_height=”” letter_spacing=”” text_shadow=”no” text_shadow_vertical=”” text_shadow_horizontal=”” text_shadow_blur=”0″ text_shadow_color=”” margin_top_medium=”” margin_right_medium=”” margin_bottom_medium=”” margin_left_medium=”” margin_top_small=”” margin_right_small=”” margin_bottom_small=”” margin_left_small=”” margin_top=”” margin_right=”” margin_bottom=”” margin_left=”” margin_top_mobile=”” margin_bottom_mobile=”” text_color=”” animated_text_color=”” highlight_color=”” style_type=”none” sep_color=”” link_color=”” link_hover_color=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]

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The unit of e-commerce, or the secrets of the conversion rate

In e-commerce, the “conversion rate” shows how many visits on the page become buying during a given period.
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How many seconds does it take for you to lose your patience?

If it takes more than three seconds, then you are more patient than the average. Google ordered a survey that covered 63 countries and asked 79 thousand people about their use of the Internet.
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A Why should not you stop your brand campaign? bejegyzés először Drive Online Marketing-én jelent meg.