Oglasnik

What Oglasnik does

Oglasnik d.o.o., operating under the consumer brand Plavi Oglasnik, is a Croatian private limited liability company founded in 1989 that runs one of the country's longest-standing online classified advertising marketplaces at oglasnik.hr. The platform functions as a multi-category, two-sided marketplace organized into primary verticals — Nekretnine (real estate), Auto Moto i Nautika (vehicles and nautical), Mobiteli i oprema (mobile phones and accessories), Usluge (services), and Turizam (tourism) — with category-level listing footprints of 10,000+ real estate properties and 7,124+ vehicles. Its core product is a self-serve web platform with real-time listing management, category-based moderation, integrated payment processing, and multi-channel submission (web, telephone at 01/6102-800, and walk-in at the Zagreb headquarters on Savska c. 41). The company is privately held by independent owners, has 11-50 employees, and operates exclusively within Croatia.

The business model combines a freemium consumer layer with paid premium placements. Standard listings are free for a 30-day duration and serve as a long-tail acquisition funnel, while monetization is driven by tiered paid placement upgrades — Top Oglas, Super Top Oglas, and Istaknuti Oglas — that provide enhanced visibility for sellers. Payment is accepted via credit card, general bank-payment slip, internet banking, and digital wallet. The customer base spans two primary segments: private individuals who post and browse personal-item listings, and business users (SMEs, real estate agencies, automotive dealers such as Khalas Nekretnine, Hvar Real Estate, AUTO ENERGY, AUTO EMIL, and Deki Automobili) who use the platform for professional advertising and lead generation. Enterprise customers can also open an online storefront alongside their paid listings.

The platform operates as the anchor property within a small corporate group that includes two complementary classified portals — posao.hr for job listings and auti.hr for automotive — providing cross-vertical traffic. Distribution is overwhelmingly organic: SEO for high-intent Croatian search terms and direct website visits drive top-of-funnel traffic, while no active paid-marketing or sales motion is operated. The platform's website improvement has been co-financed by the European Union from the Cohesion Fund, evidencing public-funding participation in ongoing infrastructure modernization. Identity integration is limited to social login via Google and Facebook, and GDPR cookie compliance is handled through a third-party vendor.

Name

Oglasnik

Legal name

Oglasnik d.o.o.

Website

https://oglasnik.hr

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Oglasnik (Plavi Oglasnik) is a Croatian online classifieds marketplace founded in 1989, letting private individuals and SMEs post free 30-day ads across real estate, vehicles, mobile, services, and tourism, with tiered paid premium placements as the primary monetization layer.

Ownership category

akta.pro rank

Headquarters

HQ city

Osijek

HQ country

Croatia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Paid Ad Placements: The platform offers multiple paid ad types (Top Oglas, Super Top Oglas, Istaknuti Oglas) that provide better visibility on the platform. Payment accepted via credit card, bank transfer (general payment slip), internet banking, or digital wallet.
2. Featured/Priority Listings: Premium placement options for sellers wanting increased visibility. Different tiers of prominence (Top, Super Top, Featured) at different price points.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels2 records

Core offering

Oglasnik (Plavi Oglasnik) operates a Croatian online classified ads marketplace where private individuals and businesses post free and paid listings across categories such as real estate, vehicles, mobile phones, services, and tourism. The platform supports self-serve ad submission via website, telephone, or in-person at the Zagreb office, with paid upgrade options (Top Oglas, Super Top Oglas, Istaknuti Oglas) offering premium placement and visibility. Free ads remain active for 30 days, and the platform is part of a group that includes sister sites posao.hr (jobs) and auti.hr (automotive).

Product overview

Oglasnik.hr (also known as Plavi Oglasnik) is a Croatian online classified ads marketplace operated by Oglasnik d.o.o. The platform functions as a multi-category marketplace where users can post free and paid advertisements. The core offering includes the web platform at oglasnik.hr and associated mobile applications. The platform is organized into main categories: Nekretnine (Real Estate) for property listings, Auto Moto i Nautika (Vehicles & Nautics) for cars and boats, Mobiteli i oprema (Mobile Phones & Equipment) for phones and accessories, Usluge (Services) for professional services, and Turizam (Tourism) for vacation accommodations. Free ads remain active for 30 days, with premium placement options available for purchase.

Differentiator

Problem solved

Functional benefit

Brands

• Plavi Oglasnik: The primary brand name under which the classified ads platform operates, featuring blue branding.

Products and services

• Oglasnik.hr Web Platform (Plavi Oglasnik) Core Croatian online classified ads marketplace at oglasnik.hr allowing registered users to post free and paid advertisements across categories including real estate, vehicles, mobile phones, services, and tourism. Free ads remain active for 30 days.
• Premium Ad Placements (Top Oglas, Super Top Oglas, Istaknuti Oglas) Paid ad placement tiers that provide sellers with better visibility on the Oglasnik marketplace. Three prominence tiers (Top Oglas, Super Top Oglas, Istaknuti Oglas) at different price points, with payment accepted via credit card, bank transfer, internet banking, or digital wallet.

Quantifiable outcome

• Real estate listings: 10,000+ properties
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

Two partnerships are on record, tiered minor.

• posao.hrminorOthersSister site within the Oglasnik group focused on job listings. Part of the same corporate group (Oglasnik d.o.o.) serving complementary classified advertising markets.
• auti.hrminorOthersSister site within the Oglasnik group focused on automotive classifieds. Part of the same corporate group (Oglasnik d.o.o.) serving complementary classified advertising markets.

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Njuškalo: Croatia's leading generalist online classifieds platform covering real estate, vehicles, jobs, services, and more. Same core business model as Oglasnik (free + paid tier listings), and the dominant share-of-voice competitor in the Croatian market.
• Leboncoin: France's leading free classifieds platform with very similar mechanics: free listings with paid premium placements (À la Une, Top annonce), broad category coverage (real estate, vehicles, jobs), and a freemium conversion funnel — the closest large-scale reference model for Oglasnik's strategy.
• Index Oglasi: Croatian classifieds vertical operated by the Index.hr portal, offering similar category breadth (real estate, vehicles, services) and targeting the same Croatian buyers and sellers as Oglasnik.

Broad incumbents

• OLX: Global classifieds network with presence across emerging markets, operating an ad-posting + premium placement model over a multi-category marketplace. Operates across many regions; in Croatia it competes for the same SMB and individual advertiser base as Oglasnik.
• eBay Kleinanzeigen: Germany's largest free classifieds platform, owned by Adevinta. Closely analogous business model (free listings + paid 'Pro' upgrades) and category mix — a relevant European benchmark for Oglasnik's monetization logic at scale.
• Marktplaats: Netherlands' dominant classifieds marketplace operated by Adevinta. Same multi-category classifieds DNA as Oglasnik, with paid placement tiers and a long history of European classifieds operating playbook.

Regional players

• Subito: Italy's leading generalist classifieds platform. Runs a similar free-listing + paid-promotion model and serves as a Southern European regional comparable for Oglasnik's category mix and freemium monetization.
• Willhaben: Austria's largest classifieds platform covering real estate, vehicles, jobs, and consumer goods. Operates with paid placement upgrades and is one of Central Europe's most profitable independent classifieds businesses — useful peer for benchmarking regional profitability.
• Avito: Russia/CIS region's leading generalist classifieds marketplace. Same broad-category marketplace model with paid visibility tiers as Oglasnik, and one of the largest classifieds businesses globally — a useful scale benchmark even if not in-market.

Emerging players

• Mobile.de: Germany's leading specialized automotive classifieds platform. Comparable to Oglasnik's sister site auti.hr, offering a category-specialist ad-with-paid-promotion model relevant to Oglasnik's automotive vertical strategy and premium-tier design.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Xx.com/oglasnik

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Oglasnik