Strana 1

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
01/2023

Časopis Marketing & Media je prestižním a vlivným oborovým médiem. Věnuje se byznysové komunikaci, reklamě a médiím. Každý týden přináší exkluzívní rozhovory se zajímavými osobnostmi z branže a s těmi, kteří zodpovídají za marketingové rozpočty. Obsahem inspiruje, odhaluje trendy a podporuje kritickou diskuzi.
- Strana 1
  NOVÁ PRAVIDLA
  A POVINNOSTI E-SHOPŮ
  Novela zákona o ochraně
  spotřebitele přinese
  e-shopům řadu změn od slev
  až po reklamace.
  str. 7
  ROK VE ZNAMENÍ
  NASTUPUJÍCÍ RECESE
  Opatrné značky, exibilní
  agentury a digitalizace
  jako hlavní trend. To jsou
  výhledy trhu pro rok 2023.
  str. 8–11
  ČEKAJÍ NÁS
  OPTIMALIZACE
  Mediální konzumace se
  znatelně změní. Lidé
  budou tolerantnější vůči
  reklamě.
  str. 14–17
  JEDEN SPOT
  POSTOJE NEZMĚNÍ
  JAN
  MATOUŠEK
  01
  2. ledna 2023
  125 Kč / 5,94 €
- Strana 2
  Šampioni fandí šampio nům
  Vychovávat talenty a budovat týmového ducha, to mají sport
  a stavebnictví společné. Už víc než 70 let v České republice stavíme
  silnice, železnice, vodní díla, mosty i domy. Záleží nám na tom, aby
  se společnost dále rozvíjela a rostla zdravým způsobem.
  Proto podporujeme Olympiádu dětí a mládeže.
  VCCS_ČOT-ODM_inzerce_MAM_210x280.indd 1VCCS_ČOT-ODM_inzerce_MAM_210x280.indd 1 21.12.2022 10:1121.12.2022 10:11
- Strana 3
  03
  Číslo týdne
  68 %
  ﬁrem dotázaných v rozsáhlém celosvětovém
  průzkumu společnosti Antavo má v plánu během
  inﬂace a potenciální hospodářské krize zvýšit investice
  do zákaznické retence, zatímco do akvizice zákazníků
  bude více investovat 30 procent dotázaných.
  ZADAVATELÉ A ZNAČKY
  ZADAVATELÉ A ZNAČKY
  I V KRIZI MÁ SMYSL
  INVESTOVAT DO INOVACÍ
  Jaké produktové novinky Čechy
  zaujaly? Tuto otázku si po roce opět
  položili vIpsosu.
  str. 13
  ZADAVATELÉ A ZNAČKY
  ZVÝŠÍ SE TLAK NA EFEKTIVITU
  A NASTOUPÍ AI
  Firmy chystají inovace, nemohou
  je zastavit kvůli dočasně horší
  ekonomice, tvrdí zástupci agentur.
  TRENDY PRO ROK 2023: POKLES
  KUPNÍ SÍLY A DIGITALIZACE
  Jak úspěšný je boj ovýši
  marketingových rozpočtů na prahu
  ekonomy předpovídané recese?
  str. 12
  str. 8 –11
  ZADAVATELÉ A ZNAČKY
  ČEKAJÍ NÁS OPTIMALIZACE
  MEDIÁLNÍCH ROZPOČTŮ
  Mediální konzumace se znatelně
  mění. Vlivem rostoucích cen jsou
  spotřebitelé tolerantnější kreklamě.
  str. 14 –15
  KREATIVITA A KAMPANĚ
  NA ZMĚNU POSTOJE JEDNA
  BĚŽNÁ REKLAMA NESTAČÍ
  Kampaněmi chceme vyvolávat
  veřejnou diskusi, říká Jan Matoušek,
  šéf České asociace pojišťoven.
  str. 18 –19
  MÉDIA A TRH
  RÁNA Z MILOSTI? NOVINY ČELÍ
  ZVÝŠENÍ CENY DISTRIBUCE
  Denní tisk zasáhl další nákladový
  šok. Od Nového roku se jim výrazně
  zvýšily výdaje za distribuci.
  str. 20
  Foto na titulní straně: BOHUMIL POSPÍŠIL
  Zadavatele ani agentury nečeká
  lehký rok. Disponibilní příjmy
  spotřebitelů se po odečtení
  všech nutných plateb dostanou
  ve většině případů na kritickou
  hranici — kritickou pro značky,
  které budou muset být daleko
  přesvědčivější, aby zdůvodnily
  nákup, akritickou tím pádem
  pro marketingová oddělení,
  která budou muset prokázat své
  schopnosti. Úspory vbudování
  brandu se nevyplatí — je slyšet od
  komunikačních expertů, ašetřit
  by se nemělo ani na lidech vmar
  -
  ketingových týmech, když se
  čeká tuhý boj openěženky. Jenže
  optimalizace, která vrozpočtech
  proběhla vnedávné minulosti už
  dvakrát, proběhne zase.
  Podle každoročního reportu
  „Global Ad Spend Forecasts“,
  který vydává skupina Dentsu, ale
  nebude vnašem regionu úplně
  zle. Zčísel to dokonce vypadá
  naopak. Výdaje za reklamu
  vregionu CEE vroce 2022 podle
  něj dosáhly 22procentního
  meziročního růstu astouply
  tak na 8,8miliardy dolarů. Ještě
  včervenci přitom předpověděla
  Dentsu regionu střední avýchod
  -
  ní Evropy meziroční růst „jen“
  těsně nad 12procent. Atímto op
  -
  timistickým směrem upravila své
  červencové predikce iohledně
  letošního roku. Z11,6 procenta se
  vprosinci stalo více než 30pro
  -
  cent! Jsme na tom tedy co do
  růstu mnohem lépe než západní
  Evropa (+3,3% za rok 2022) isvět
  (+8%). Ale nebude každý vítězem.
  Problém je vjednotlivých oblas
  -
  tech. Zatímco výdaje do digitální
  reklamy budou stále tahounem
  (ikdyž opoznání slabším),
  inzertní výkony jiných médií to
  poškodí. Navíc podle zprávy „Sta
  -
  te of the Nation“ od IAB Europe
  panuje, co se týká výhledů pro
  online reklamu iobecně příjmů
  zreklamy jako celku, velký
  nesoulad mezi tím, co si myslí
  technologické giganty aco predi
  -
  kují komunikační skupiny (včetně
  Dentsu). Zatímco ukolosů jako
  Amazon či Google byl již vzávěru
  roku jasný mezipololetní propad
  těchto příjmů, agentury byly
  ještě relativně vrůstu. Evrop ská
  digitální reklama poroste podle
  IAB letos o2,4procenta. Úspěch
  na tomto poli pak nebude už určo
  -
  ván pouze velikostí publika, ale
  také tím, jaký vliv mají vlastníci
  médií na oblasti, jež jim pomáhají
  zpeněžit obsah ajeho konzu
  -
  menty, což je na evropském trhu
  iunás zřetelné už nyní zrůzných
  akvizic apartnerství. Aktuálně
  třeba obchod Seznamu.
  Přeji vám — co to jen půjde —
  úspěšný rok 2023!
  
  Radana Čechová
  
  šéfredaktorka
  2023 prověří
  naše schopnosti
  EDITORIAL
- Strana 4
  04
  Svodka
  Dermacol zaznamenal za
  rok 2022 nejvyšší prodeje ve své
  historii, jsou o20 procent vyšší
  než před pandemií. Obrat dosáhl
  500 milionů korun na českém
  aslovenském trhu.
  Friendly Friends zvítě-
  zila ve výběrovém řízení na PR
  agenturu společnosti GymBeam,
  která patří knejvětším tness
  e -shopům ve střední avýchodní
  Evropě.
  Lesensky.cz si Dopravní
  podnik města Brna vybral na
  realizaci webových stránek.
  Plánuje klást důraz na maximální
  přívětivost pro uživatele všech
  věkových kategorií.
  Raynet spustil ve spoluprá-
  ci sGrowJob Institute druhou
  vzdělávací videosérii SalesMajstr.
  Šest videí ovyjednávání je možné
  zhlédnout zdarma. První sérii
  onastartování byznysu vidělo
  deset tisíc lidí.
  DPD zaznamenala rekordní po-
  čet balíků vpřepravě, 19.prosince
  jich bylo 500 tisíc, dvakrát tolik
  oproti běžným dnům vsezoně.
  Stop Shop je nový název
  retail parků vLitvínově aHorních
  Měcholupech. Dokončily tak
  celkový rebranding sjednotnými
  barvami avybavením parků spo
  -
  lečnosti Immonanz, která spadá
  pod CPI Property Group.
  CzechInvest podpoří vprv-
  ní výzvě Technologické inkubace
  38 startupů částkou převyšující
  105 milionů korun. Do výzvy se
  přihlásilo 117 startupů.
  Action, diskontní řetězec,
  otevřel od svého vstupu na český
  trh vsrpnu 2020 už 43 prodejen
  azaměstnává tisíc lidí.
  Ulici ajejím divákům se ve sbír-
  ce pro Fórum mobilních hospiců
  podařilo vybrat 134730 korun.
  Původní cíl pro sbírku přes donio,
  která se objevila ivději seriálu TV
  Nova, byl 80 tisíc korun.
  Penny uspořádalo na oslavu
  25let na trhu sérii koncertů sMi
  -
  VÝBĚR ZPRÁV
  Z UPLYNULÉHO TÝDNE
  UDÁLOSTI
  POHLEDEM REDAKCE
  MARKETING & MEDIA
  České festivaly
  mezi nejlepšími
  Soutěž European Festival Awards
  zveřejnila shortlisty pro ocenění,
  které rozdá ve svém 12. ročníku
  18.ledna na konferenci ESNS
  vnizozemském Groningenu.
  Hned dvě šance jsou spojené
  sfestivalem Rock for People
  (na snímku), který proběhne
  v červnu vhradeckém Parku
  360. Akce samotná se dostala
  mezi deset nejlepších středních
  festivalů vEvropě. Stalo se tak
  po výběru poroty, která shortlist
  určuje ztop dvacítky projektů
  vybraných veřejností. Zároveň se
  sfestivalem spojená produkční
  společnost Ameba Production do
  -
  stala do výběru top 10 promotérů
  vEvropě, kde se zařadila napří-
  klad po bok britské Live Nation.
  Na shortlist desítky nejlep
  -
  ších velkých festivalů se ještě
  probojoval Colours of Ostrava,
  jenž proběhne včervenci apři
  -
  veze například OneRepublic či
  Macklemore.
  Vkategorii Take the Stand
  Award pak ještě zabojuje sloven
  -
  ský Pohoda Festival.
  Hlavica řídí Radu
  pro reklamu
  Někdejší ředitel Asociace komu-
  nikačních agentur (AKA) Marek
  Hlavica se od ledna letošního
  roku stal výkonným ředitelem
  Rady pro reklamu. Ve funkci
  střídá Ladislava Šťastného, který
  se po patnácti letech rozhodl
  pro změnu abude se věnovat
  poradenství. Hlavica stál včele
  AKA od června2016, skončil ke
  Svět podle MAM
  Úspěch festivalů, Hlavica řídí Radu pro
  reklamu aSeznam koupil deník Právo
  
  Pohádku
  Krakonošovo
  tajemství
  sledovaly na ČT
  přes tři miliony
  diváků starších
  15let, tedy dvě
  třetiny lidí,
  kteří měli vtu
  dobu zapnutou
  televizi
  Zdroj: ROCK FOR PEOPLE
  ZPRÁVY
- Strana 5
  05
  chalem Davidem, který účinkuje
  ivreklamách řetězce aprvní spot
  sním vidělo podle společnosti
  přes 1,5 milionu lidí. Vstup byl
  zdarma na Penny kartu.
  Malﬁni zahájila projekt
  robotizace logistického centra
  spodporou společnosti Element
  Logic. Investice ve výši téměř
  čtvrt miliardy korun má zefektiv
  -
  nit azrychlit procesy. Ostrý start
  provozu je plánován vzáří2023.
  WeDigital se nově stará opří-
  pravu inuencerských kampaní
  pro značku Schweppes. Spoluprá
  -
  ce začala vánočním asilvestrov-
  ským spotem sKlárou aNickem
  Russo, pokračuje pro rok 2023.
  ČT3, vpořadí sedmý program
  České televize, po téměř třech
  letech ukončil srokem 2022
  provoz. Za 1013dnů vysílání si
  stanici spuštenou vreakci na
  pandemickou situaci pustilo
  sedm milionů diváků.
  Mews, cloudový poskytova-
  tel služeb vpohostinství, získal
  od investorů 185 milionů dola
  -
  rů (4,2miliardy korun). Mezi
  investory jsou švédská Kinnevik,
  americká Goldman Sachs Asset
  Management ačeská Orbit Capital.
  Chatty, česká oděvní značka,
  otevřela obchod poblíž Staro
  -
  městského náměstí vPraze. Podle
  návrhu architekta aart directora
  Jiřího Matury ho vybudovaly
  designérky Radka Sirková aAnna
  Tušková.
  Opravárna, společnost Jana
  Charváta, otevřela vpražské
  Holešovické tržnici první obchod
  selektronikou, která bude buď
  opravena nebo vrácena zákazní
  -
  ky ze-shopů.
  CBRE zveřejnila výhled, podle
  něhož objem investic do komerč
  -
  ních realit dosáhne za rok 2022
  zhruba 1,8 až 1,9 miliardy eur, což
  představuje meziroční pokles
  opět až deset procent. Je to kvůli
  ekonomické situaci avyšším
  nákladům na nancování. Pro
  letošek potom očekává meziroční
  pokles objemu investic opět až
  patnáct procent.
  Škoda Design ajejí tým
  designérů exteriérového osvětlení
  získaly od britského portálu CDN
  ocenění People Awards pro nejlep
  -
  ší tým návrhářů osvětlení. Škoda
  byla též jedním ze čtyř nalistů
  vkategorii „Equality by Design“.
  SFG, společnost investora
  Michala Dědka, vložila 200 tisíc
  eur do online potravinového dis-
  kontu Freš. Celkem od investorů
  získal 650 tisíc eur. Obchod cílí
  především na obecnou českou
  populaci, které ve skutečnosti ne
  -
  záleží na rychlosti doručení ana
  levnější nákup si raději počká.
  konci roku 2022. Nově je od letoš-
  ka rovněž výkonným ředitelem
  Asociace public relations (APRA),
  vjejímž vedení vystřídal Pavlu
  Mudrochovou.
  Seznam
  koupil Borgis
  a Novinky.cz
  Společnost Seznam.cz média
  kupuje rmu Silky od Zdeňka
  Porybného, pod niž spadá podíl
  58,4procenta ve společnosti Bor
  -
  gis, vydavateli deníku Právo apro-
  vozovateli serveru Novinky.cz.
  Seznam už vBorgisu od roku 2013
  vlastní 33,6 procenta akcií.
  Spojení od 23. prosince posu
  -
  zuje ve zjednodušeném řízení
  Úřad pro ochranu hospodářské
  soutěže. Borgis se Seznamem
  spolupracuje dlouhodobě, napří
  -
  klad na dodávání obsahu pro web
  Novinky.cz. Firmy společně pro
  -
  vozují například servery Super.cz
  nebo Sport.cz.
  Podle posledních výročních
  zpráv mělo vydavatelství Borgis,
  které Porybný založil vroce 1990,
  za rok 2021 tržby přes 595 milionů
  korun (meziročně o25 milionů
  více) azisk téměř 17,8 milionu
  (meziročně o13,3 milionu více).
  Seznam.cz podle konsolidované
  výroční zprávy dosáhl výnosů
  přes 5,6 miliardy korun (mezi
  -
  ročně o0,6 miliardy více) azisku
  téměř 1,7 miliardy (meziročně
  o0,3 miliardy více).
  ČT, nebo Nova?
  Fotbalový divák
  je konzervativní
  Zatímco fotbalovými mistry světa
  se stali Argentinci, očekávaný
  souboj očeského fanouška jasně
  opanovala Česká televize. Ta se
  poprvé vhistorii kvůli nutným
  úsporám podělila ošampionát
  stelevizí Nova atradičnější pojetí
  sportovních přenosů idoprovod
  -
  ných studií včíslech sledovanosti
  převážilo nad svěžejším ztvárně
  -
  ním komerční stanice.
  Naplno se to ukázalo při závě
  -
  rečných bojích omedaile, které
  vysílaly obě televize současně.
  Nova duely dokonce přesunula
  zNova Action, kde vysílala vět
  -
  šinu mistrovství světa, na hlavní
  kanál. Přesto ivpřípadě nále,
  které se logicky stalo nejsledova
  -
  nějším zápasem, utrpěla drtivou
  porážku. Celkem ho vidělo bez
  -
  mála 1,6 milionu diváků starších
  15let, nicméně 1,2 milionu znich
  dalo přednost veřejnoprávní
  stanici ČT sport. Dramatický
  souboj Argentiny sFrancií se tak
  stal nejúspěšnějším fotbalovým
  přenosem vjejí historii.
  Televizi Nova může alespoň
  těšit, že akvizicí části práv,
  okteré se rozhodlo jen tři měsíce
  před startem turnaje vKataru,
  výrazně pomohla zvýšit prime-ti
  -
  me share kanálu Nova Action, ato
  vmeziročním srovnání trojná
  -
  sobně na 3,64 procenta podílu na
  sledovnosti. „Vždy budeme chtít
  získat nejlepší obsah. Se sportem
  to Nova myslí vážně,“ říká Dušan
  Mendel, šéfredaktor sportu
  TV Nova. Důkazem jeho slov je
  zakoupení práv na Rallye Dakar,
  která právě začala akterou loni
  přinášela Česka televize.
  Investoři: ﬁrmy
  své ESG aktivity
  zveličují
  Mezinárodní studie PwC Global
  Investor Survey ukázala, že inves
  -
  toři detailně sledují nenanční
  reporting ESG aktivit společnos
  -
  tí. Podle 78 procent investorů
  globálně a80 procent investorů
  zČeska rmy své udržitelné akti
  -
  vity zveličují.
  „Nedostatek důvěry totiž může
  vést kodklonu investorů. Green
  -
  washingem se hodně začaly za-
  bývat banky, které se výhledově
  budou snažit nezávisle ověřovat
  nenanční reporty rem,“ uvedl
  partner PwC Jan Brázda.
  Podle investorů jsou největší
  -
  mi hrozbami současnosti inace
  (67%) amakroekonomická nesta
  -
  bilita (62%), itak ale pro 44pro-
  cent znich musí řešení klimatic-
  kých změn zůstat jednou zpěti
  nejvyšších remních priorit.
  Podle průzkumu 72procent
  českých investičních společností
  řeší ESG dopad svých investic.
  Pouze necelá třetina investorů
  (31%) říká, že není ochotna vzdát
  se kvůli ESG části svých zisků
  anení ochotna akceptovat nižší
  míru návratnosti investice. Na
  -
  opak 41 procent říká, že se části
  svých zisků kvůli ESG vzdá. Dvě
  třetiny českých investorů záro
  -
  veň zdůrazňují, že společnosti by
  se měly zabývat problematikou
  ESG, ikdyž to povede ke krátko
  -
  dobému poklesu zisku.
  Zdroj: ČT SPORT
  ZPRÁVY
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