Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

02/2023

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

    PRÁZDNOTA JAKO
    PŘES KOPÍRÁK
    Experti hodnotí spoty
    prezidentských kampaní.
    Jak si bojující oHrad stojí
    jako komerční značky?
    str. 6–9
    RETAILOVÁ MÉDIA
    JSOU V MÓDĚ
    Díky vysokým maržím se
    na rozvoj soustředí stále
    více hráčů. Během pár let
    přijde další výrazný boom.
    str. 10–15
    DVTV: NÁŠ VKLAD DO
    SÁZEK JE VYSOKÝ
    Místo punku nejistota.
    Martin Veselovský
    srovnává restart DVTV se
    zrodem před devíti lety.
    str. 22–23
    FIRMY UŽ MA
    POMOC V DNA
    ŠIMON
    PÁNEK
    02
    9. ledna 2023
    125 Kč / 5,94
  • Strana 2

    Šampioni fan šampionům
    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_sjezdar.indd 1VCCS_ČOT-ODM_inzerce_MAM_210x280_sjezdar.indd 1 05.01.2023 9:5605.01.2023 9:56
  • Strana 3

    03
    Číslo týdne
    18 000
    Tolik zaměstnanců plánuje propustit americký internetový
    obchod Amazon. Jde o zdaleka největší počet v historii firmy.
    Původně se přitom počítalo „jen“ s deseti tisíci. Amazon po
    celém světě zaměstnává přes 1,5 milionu lidí. Působí také
    v Česku, kde zaměstnává kolem čtyř tisíc lidí.
    MÉDIA A TRH
    ZADAVATELÉ A ZNAČKY
    FIRMY I ZÁSTUPCI BYZNYSU SE
    UŽ NAUČILI POMÁHAT
    Korporátní scéna se poslední roky
    hlásí k tomu, co je ve vyspělých
    státech běžné, říká Šimon Pánek.
    str. 16 –18
    ZADAVATELÉ A ZNAČKY
    PREZIDENTSKÉ KAMPANĚ BEZ
    INVENCE A JAKO PŘES KOPÍRÁK
    Podle kreativců cílí spoty bojujících
    o Hrad na všechny, ale zároveň na
    nikoho. Jako značka jich obstojí pár.
    MALOOBCHODNÍ MÉDIA ČEKÁ
    BRZY BOOM I V ČESKU
    Během pár let se nabídka retail médií
    nové generace díky svým výhodám
    stane standardem i na českém trhu.
    str. 6 –9
    str. 10 –15
    MÉDIA A TRH
    PO TŘECH LETECH NA PAPÍŘE.
    MARWICK ROZDÝCHAL COVID
    Firemní časopisy mají stále své místo,
    komentuje návrat magazínu KPMG
    šéf marketingu Štěpán Kačena.
    str. 20
    MÉDIA A TRH
    JARNÍ SCHÉMA: MOŘE SERIÁLŮ
    A POHLREICH NOVĚ NA NO
    Televizní jaro začalo 2. ledna. Během
    sezony by se mělo na obrazovkách
    objevit hned 11 seriálových novinek.
    str. 21
    MÉDIA A TRH
    ROZCHOD S ECONOMIÍ
    PROBĚHL BEZ HOŘKOSTI
    Důležitější než částka je počet lidí,
    kteří nám přispějí, popisuje start
    nezávislé DVTV Martin Veselovský.
    str. 22-23
    Foto na titulní straně: BOHUMIL POSPÍŠIL
    Jen co skončilo mistrovství světa
    ve fotbale, rozhořel se naplno
    další souboj — ten oPražský hrad.
    Češi aČešky na sociálních sítích
    hromadně vyměnili specializaci
    aztěch nejlepších fotbalových
    trenérů jsou najednou vševědou-
    cí politologové. Každý ví, kdo má
    vboji oHrad jakou šanci. Všichni
    už teď vědí, jak volby dopadnou.
    Výstižně to mimochodem zachy-
    til „předvolební“ spot sázkové
    kanceláře Fortuna.
    Nechme stranou, že istuden-
    ty politologie musí bolet řeči
    o„zahozených“ hlasech od těch,
    kdo nepochopili, jak funguje
    dvoukolový většinový volební
    systém. Větším paradoxem je to,
    že nejlepší reklamu jednoho znej-
    důležitějších předvolebních bojů
    vyplodila právě Fortuna.
    Člověku to nepřijde, když
    se dívá jen na výtvor „svého
    kandidáta či kandidátky, ale když
    si pustíte všechny prezidentské
    spoty, ideálně vřadě za sebou,
    jsou všechny vlastně stejné. Snad
    ani vjednom nechybí pohled na
    sochu Tomáše Garrigua Masary-
    ka, svatého Václava, nebo rovnou
    na obě najednou. Co na tom,
    že by jejich vzory na myšlenky ně-
    kterých kandidátů přinejlepším
    jen nevěřícně zíraly.
    Na druhou stranu těch myšle-
    nek vprezidentských spotech ani
    moc nenajdete. Všichni chtějí spo-
    jovat, „pohat achnit“. Jak
    trefně poznamenávají reklamní
    experti vpřehlídce spotů vtomto
    vydání MAM, chtějí kandidáti na
    nového otce či matku vlasti oslovit
    echny, atak svlastními názory
    alespoň ve spotech šetří. To by
    Masaryk opravdu zaplesal! Aje
    to zvláštní, když iod komerčních
    značek se očekávají jasné postoje.
    Snad jedi, kdo se trochu
    vymyká, je Jaroslav Bašta, jehož
    burcování proti systému ovšem
    působí tak nějak unaveně.
    Možná se není co divit, za
    chvilku ztoho boje budeme ot-
    ráveni všichni. Snad někoho pro-
    berou předvolební debaty, které
    mají podle odborků výrazný
    vliv na nerozhodnuté voliče.
    Sledovanost mají, tak uvidíme,
    jak skartami zamíchají. Zmín-
    ky vdiích, útraty na sítích
    ipředvolební výzkumy ukazují na
    tři favority. Do druhého kola ale
    postoupí jen dvě osobnosti, takže
    těch nerozhodnutých bude víc
    než dost.
    Jakub Křešnička
    redaktor
    edvolební
    přehlídka
    EDITORIAL
  • Strana 4

    04
    Svodka
    O2 spustila po několika letech
    první employer branding kam-
    paň „Chceš víc?“. Vystupují v
    skuteční zaměstnanci. Běží onli-
    ne ivATL celostátně ivregionech
    Prahy, Ostravy aÚstí nad Labem.
    L’Oréal na veletrhu CES 2023
    představil dvě nové technologie.
    Počítačový aplikátor HAPTA po-
    há lidem somezenou jemnou
    motorikou vnašení make-upu.
    Brow Magic je pak inteligent
    aplikátor make-upu obočí.
    DVTV provozovaná rmou
    Online Partners spustila pro
    restart projektu po osamost-
    ní od vydavatelství Economia
    crowdfoundingovou kampaň na
    Hithitu scílem vybrat 750 tisíc
    korun. Ten byl překonán během
    jednoho dne. V pátek 6.ledna
    bylo vybráno přes 1,5 milionu
    ado konce kampaně zbývalo
    39dní (více viz rozhovor na stra-
    nách 22 až 23).
    Atmedia vroce 2022 dosáhla
    sledovanosti vprůměru nad pět
    procent. Portfolio tematických
    stanic rozšířila okal FilmBox
    Stars. Letos by k23 měřeným
    televizním stanicím měla přibýt
    nejméně jedna další.
    PR Klub do 11.ledna přijí
    ihšky do soutěže Mluvčí roku
    2022. Soutěž Zlatý středk 2023
    začíná do svého 21. ročníku při-
    jímat přihlášky komunikačních
    kampaní aremních médií od
    12.ledna.
    Kreativní vouchery
    Brno, program vyhlášený Br-
    nem, inovační agenturou JIC ahu-
    bem Kumst, rozdá rm zJižní
    Moravy celkem 4,5 milionu korun
    na nové webové stnky, design
    nebo propagační video. Vybírat
    mohou mezi 138 kreativci, kteří se
    do programu zaregistrovali.
    Saint-Gobain změnila loga
    svých společností Weber, Rigips
    aIsover. Kladou důraz na vzájem-
    nou propojenost značek ajejich
    společnou cestu za uditelm
    stavebnictvím.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    E-commerce
    loni ztratila
    České internetové obchody za-
    znamenaly pokles obratů vůbec
    poprvé v historii. Obrat e-shopů
    v loňském roce skončil 12 procent
    pod úrovní roku 2021, o jednu
    miliardu ale překonal útraty
    Čechů na internetu v roce 2020
    (196 miliard).
    Podíl elektroniky na celkovém
    obratu meziročně opět mír
    klesl, pol jiných segmentů,
    jako je hobby či dům a zahrada,
    naopak rostl. Mírná konsolidace,
    která výrazněji bude pokračovat
    hlavně v prvním pololetí tohoto
    roku, začala mezi e-shopy, když
    jejich počet poklesl na 50 100.
    Přes snížení celkových obratů
    se význam online nakupování na-
    le zvyšuje a Češi si dnes v inter-
    netových obchodech objednávají
    prakticky kompletní sortiment
    zboží od potravin po stavební
    materiál. „Věřím, že v roce 2023
    dojde ke stabilizaci trhu a e-shopy
    opět prokáží svoji kvalitu a neu-
    stále rostoucí význam pro celý
    český maloobchod,“ uvedl Jan
    Vetka z APEK.
    Peoplemetry
    v další pětiletce
    Snovým rokem začalo další pě-
    tileté období Projektu crossplat-
    formho elektronického měření
    sledovanosti, které je pokračová-
    m 20leté spolupráce Asociace
    televizních organizací (ATO)
    avýzkumné agentury Nielsen.
    Měření navazuje na předchozí ob-
    dobí aodží proměny vmedl
    konzumaci. Nová vlna akcentuje
    trend nelineárho sledování
    televizního obsahu na klasických
    iinternetových platformách
    aspolečné reportování výsledků.
    38 nováčků na
    českém trhu.
    Kdo přijde letos?
    Na český maloobchodní trh
    vroce 2022 vstoupilo 38 nových
    značek, což je stejný přírůstek
    jako orok dříve. Tehdy byl však
    ovlivněn předchozími odklady
    kvůli covidu. „Maloobchodní
    trh je pro zákazníky nadále
    atraktivní— což je pro retailery
    dobrá zpráva,“ říká Jan Kotr-
    báček, partner ve společnosti
    Cushman & Wakeeld.
    sadní byly vstupy luxusních
    módních značek Balenciaga
    aChanel do Pařížské ulice. Čeští
    kazníci se dočkali také prvho
    storu Lego. Zvýšená aktivita by
    měla pokračovat ivtomto roce.
    První pobočku otevře fast food Po-
    peyes, jehož příchod je největším
    vstupem F&B hráče od roku 2017,
    kdy se na trh vrátila Pizza Hut.
    Svět podle MAM
    E-commerce tratila, 38 nových značek
    a peoplemetry pro další pětiletku
    V USA zákázali
    používá
    TikToku na
    zařízeních
    federální vlády
    kvůli obavám
    o národní
    bezpečnost
    ohledně čínské
    rmy ByteDance
    ZPRÁVY
  • Strana 5

    Zvýhodněná cena vstupenek
    právě v prodeji
    23. ročník konference
    FORUM MEDIA
    Pořadatelé aodborní partneři:
    www.forummedia.cz
    FM_inz_MAM_210x280_save-the-date_zvyhodnene_vstupenky-2023.indd 1FM_inz_MAM_210x280_save-the-date_zvyhodnene_vstupenky-2023.indd 1 03.01.2023 11:3103.01.2023 11:31
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