Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

03/2022

Časopis Marketing a Media je prestižním,mimořádně vlivným oborovým médiem. Věnuje se oblasti byznysové komunikace, reklamy a médiím. Každý týden přináší exkluzívní rozhovory s nejvlivnějšími a nejzajímavějšími osobnostmi z branže, přináší obsahovou inspiraci a současně představuje platformu pro kritickou diskuzi.

  • Strana 1

    ZÁJEM O REKLAMY VE
    HRÁCH ROSTE
    Nových hráčů stále strmě
    přibývá. Zadavatelé si
    oblíbili zejména formát
    nepřeskočitelného videa.
    str. 8–11
    ADCOLONY BUDE
    ČERNÝM KONĚM ROKU
    LinkedIn je jednička
    vB2B, mladé zase vábí
    Snapchat, říká Ondřej
    Pavelek zHttpool.
    str. 20–21
    JE TŘEBA NAJÍT
    ODVAHU KE ZMĚNĚ
    Značky by se měly zaměřit
    na skutečnou udržitelnost
    či aktivismus, míní čeští
    experti na marketing.
    str. 22–23
    PRVNÍ MOMENT
    ROZHODUJE
    IVAN
    KRÁKORA
    03
    17. ledna 2022
    99 Kč / 4,90
  • Strana 2

    id_5_MaM210x280.indd 1 10.01.22 14:24
  • Strana 3

    Doposud jsme mohli být svědky
    velké rohkové jízdy. Střídmé,
    většinou vždy dobře míně
    pošťuchování české potravinové
    e -commerce jednky Rohlík.cz,
    že by zjejích papírových tašek
    mohli nakupující vytapetovat
    celý byt, bylo vpodstatě velmi
    rychle vyslyšeno, ana scéně se
    objevily recyklované, opakova-
    ně využitelné tašky. Rázem si
    kazníci Rohlíku, už tak hýčka
    předplacenou službou „Premi-
    um“ areklamacemi na jedno
    kliknutí, za které obchodník vrací
    dvojnásobnou hodnotu vadného
    zboží vkreditech, mohli „koupit“
    ilepší karmu ve vztahu kživot-
    mu prostředí. Kinterakci skurý-
    ry přibyla jen rozšířená formulka
    Vracím osm ašek adeset tašek“.
    Jenže teď padl na Rohk
    první vážný sn. Anutno říci,
    že možná trochu zbytečně. Jak
    ví většina píáris, krizím je
    potřeba předcházet transparent-
    ní komunikací, ato platí ipro
    komunikaci interní. Aneb, když
    něco měním vrámci rmy, která
    čítá stovky více či méně loajálních
    pracovníků (nikoli zaměstnan-
    ců), mohu očekávat, že to vzbudí
    reakci. Nota bene, když sáhnu na
    peníze, akdyž na ně sáhnu upro-
    střed všeobecného zdražování,
    kdy lidem, kurýry nevymaje,
    vzrostly životní náklady. Atak se
    začaly dít věci. Vdůsledku změny
    systému ohodnocování kurýrů,
    ktí se nyní musí nejen usmívat,
    včas dorazit, ale ještě utoho beze-
    zbytku dodet všechny doprav
    předpisy, se zvedla na sítích vlna
    odporu.
    Bohužel situaci ještě zhoršuje
    komunikace vedení společnosti,
    kdy kurýrům psal sám Tomáš
    Čupr. Už úvodní „postam se
    oto, abychom se ztoho poučili“
    zní poměrně zlověstně. Text
    podobných momentů obsahuje
    několik aje zněj znát nervozita
    podnikatele. Vizímoča
    „rma si nemůže dovolit platit,
    na co nemá“.
    Faktem je, že zatímco dříve
    lidé považovali za celkem běž
    dopravit se na vlastní náklady do
    supermarketu, dnes očevají, že
    zboží dorazí knim, arychle. Když
    ktomu připočteme investice
    do otily, personální náklady či
    investice do prémiového progra-
    mu, něco tady nehraje.
    Jedno je jasné. Věty „Děkuje-
    me, že nakupujete sPremiem“,
    „Děkuji za dýško“ aPřeji krásný
    večer“, už nikdy nebudou znít
    stejně…
    Přeji příjemné čtení!
    Irena Buřívalová
    redaktorka
    Rohlíku
    se drobí PR
    03
    EDITORIAL
    dolarů (v přepočtu 3,6 bilionu Kč) utratili celosvětově loni uživate
    za mobilní aplikace, uvádí App Annie ve své nové studii State of
    Mobile 2022. Jde o 19procentní meziroční nárůst. Loni bylo stáhnuto
    rekordních 230 miliard aplikací, tempo růstu ale zpomaluje.
    Číslo týdne
    170 mld.
    HERNÍ MARKETING
    STRATEGIE
    KREDIT SI NEVYDOBYDETE
    LOGEM, ALE NA TRATI
    Jsme jeden znejvětších brandů,
    oněmž nikdo nikdy neslyšel, říká
    Ivan Krákora z Pray.
    str. 12 –13
    RETAIL
    TIPNĚTE SI, KDO S TÍM
    SEKNE JAKO PRVNÍ
    Budou potravinové řetězce
    následovat hobby markety a vyřadí
    pyrotechniku z nabídky?
    HRAJÍ MLADÍ I STAŘÍ. ZNAČKY
    HLEDAJÍ CESTU KE GAMERŮM
    V kampaních mají stále důležitější
    roli gamikační prvky, livestreamy.
    Co přinesou NFT a metaverse?
    str. 6 –7
    str. 8–11
    VELETRHY
    BUDOUCNOST ELEKTRONIKY
    NA VELETRHU V LAS VEGAS
    Od televizí a počítačů či mobilů přes
    virtuální brýle nebo auto měníci lak.
    CES nabídl vize budoucnosti.
    str. 14–15
    SOCIÁLNÍ SÍTĚ
    PROČ FACEBOOK? JINÉ SÍTĚ
    MAJÍ ZAJÍMAVĚJŠÍ PUBLIKUM
    Českým inzerentům dáme podporu
    jako platformy samotné, říká šéf
    českého Httpool Ondřej Pavelek.
    str. 20 –21
    STRATEGIE
    ODVAHA KE ZMĚNĚ, ROSTOUCÍ
    CENY A ZKOUŠENÍ NOVINEK
    S čím vším se letos budou muset
    značky vyrovnávat, poodhaluje
    marketingová věštírna podcastu ADC.
    str. 22 –23
    Foto na titulní straně: BOHUMIL POSPÍŠIL
  • Strana 4

    Svodka
    30procentní růst
    zaznamenaly podle NetMonitoru
    vprosinci online mužské maga-
    ny oživotm stylu, ato jak na
    PC, tak vmobilních telefonech.
    Magany zaměřené na ženy
    amódu zaznamenaly největší
    růst na mobilních zízeních
    — odevět procent na tabletech
    aotři procenta na mobilních
    telefonech. Rostly také zájmové
    ahobby servery, ty zkatego-
    rie zábava ahry, zdraví ata
    servery zaměřené na těhotenství
    arodovství.
    Frekvence 1 minulý týden
    vúterý zahájila pravidelné vysí-
    ní rozhovorů spředsedou vlády
    Petrem Fialou. První Premiérský
    Press klub byl vysílaný zjeho ces-
    ty na Slovensko, další už stanice
    plánuje přímo ze svého pražské-
    ho studia.
    Praha 6 vyhlásí otevřenou
    soutěž sCzechdesignem, zníž
    má vzejít nové logo ajednot
    vizuální styl. Vítěz má být zm
    během letošního června.
    Everli rozšířila ve Francii spo-
    lupráci sřetězci oCarrefour. Jde
    tak po Polsku aItálii už otřetí trh,
    kde navázala toto partnerství.
    Služba doručování zbí ze su-
    permarketu do hodiny vstoupila
    loni na jaře ido Česka.
    Albixon, výrobce ba-
    nů azastřešení, si pro nákup
    médií vybral vtendru reklamní
    agenturu Otava Resort. Vplánu
    je kampaň vtelevizi (stanice
    TVNova) arozhlasu vrámci sku-
    piny Radiohouse.
    Bernard otevře vkvětnu
    návštěvnické centrum. Objekt
    bude výchozím bodem proh-
    dek pivovaru, součástí bude
    iprodejna dárkových předmětů,
    kinol, dvoupatrová pivnice, ale
    irozhledna ukomína.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Alza testuje
    zvukové boxy
    Společnost Alza pilotně testuje
    u17 svých výdejních boxů zvuko-
    vé instrukce informující opočtu
    balíčků kvyzvednutí. Pokud
    se osvědčí, zavede je do všech
    1800 výdejních boxů po celém
    Česku, včetně těch na Slovensku
    avMaďarsku.
    roveň zvětšuje kapacitu Al-
    zaBoxů, které poskytují méně než
    100 schránek na balíčky. Hlasové
    instrukce navíc budou AlzaBoxy
    vydávat pouze mezi 6.a22. hodi-
    nou, během nočního klidu budou
    vypnuté.
    lem pilotního provozu je mi-
    nimalizování počtu zapomenu-
    tých balíčků aušeit čas iméně
    pozorným zákazkům. Zvukové
    instrukce chce Alza nejprve
    otestovat vrůzných prostředích.
    Vybrané boxy se proto nacházejí
    jak na rných místech vPraze,
    tak ivmenších obcích.
    Větší příležitost
    pro zadavatele
    Spolupráce americké mediál-
    ní společnosti NBCUniversal
    areklamního zastupitelství RTL
    AdConnect, které je součástí
    medlní společnosti RTL Group,
    má přinést zadavatelům nové
    íležitosti ve Spojených státech,
    vEvropě aAsii.
    Obě společnosti, které part-
    nerství oznámily minulý týden,
    si vmci něj navzájem umožní
    ístup ke svému „televiznímu
    adigitálnímu inventory“.
    „Chceme, aby NBCUniversal
    byla první globální volbou pro
    marketéry,“ uvedl KC Sullivan,
    prezident globální reklamy
    apartnerství NBCUniversal,
    vtiskové zprávě.
    „RTL posílí naši reklamní na-
    bídku vEvropě, kde bychom rádi
    vylepšili své postavení na trhu,
    dodal. Podobně se vyjadřuje
    iStéphane Coruble, CEO RTL
    AdConnect. Pro RTL partnerství
    Svět podle MAM
    Zvukové boxy od Alzy, spojení kolosů, nováčci
    v AKA a změny v Next Page Media
    Globální social
    commerce
    poroste třikrát
    rychleji než
    tradiční
    e-commerce,
    zloňských
    492mld. dolarů
    na 1,2 bilionu
    vroce 2025,
    říká Accenture
    Foto: ALZA
    04
    ZPRÁVY
  • Strana 5

    Lidl se stal partnerem veganské
    avegetariánské výzvy ProVeg
    International Veggie Challenge.
    Trvá do konce ledna.
    Jack Daniel’svede žeb-
    říček výdajů do reklamy vseg-
    mentu lihovin vobdobí od ledna
    do listopadu loňského roku. Na
    druhém místě je Božkov atřetí
    Jägermeister. Následuje Tullamo-
    re Dew aFernet Stock. Ceníková
    hodnota inzerce Jacka vtomto
    období podle Ad Intel od Nielsen
    Admosphere dohla 104,8mi-
    lionu korun. Jeho konkurenti se
    přes hranici sta milionů korun
    nedostali.
    Orlen, skupina, do níž patří
    ičeská Benzina, rozšíří svou
    slovenskou síť. Prostřednictm
    partnerství se skupinou MOL
    plánuje převzít 41 stanic na Slo-
    vensku. Dosáhne tak celkového
    počtu 57 stanic ašestiprocentní-
    ho podílu na trhu. Orlen dokončí
    akvizici maďarské sítě Lotos
    (144 stanic); na tamním trhu mu
    tak bude patřit sedmiprocentní
    podíl.
    Tiscali Media a AR-
    BOmedia začaly zastupo-
    vat Týden.cz (Empresa media)
    aweby zportfolia Extra Online
    Media. Reklamní prostor zdražo-
    vat nehodlají. Spolupráce sEcho
    Media nadále pokračuje.
    Colliers vydala zprávu, která
    potvrzje rostoucí zájem diskont-
    ních prodejců onové lokality,
    včetně obchodních center. Roste
    rovněž význam maloobchodních
    parků. Pokud jde opočet prode-
    jen vzemích CEE16, je předním
    prodejcem Biedronka (Jeronimo
    Martins) svíce než 3100 prodej-
    nami vPolsku. Německý Lidl
    (Schwarz) je druhý svíce než
    dvěma tisíci prodejnami atřetí
    íčka patří diskontu ATB na
    Ukrajině. Největší nepotravinový
    diskont co do ptu prodejen
    je Pepco, následuje KiK, Avrora
    aOstrov Chistoty. Pepco stéměř
    2500 obchody působí v11 zemích.
    Shoptet, společnost posky-
    tující e -shopová řešení, ohlásila
    rekordní obrat přes 300 milionů
    korun. Za minulý rok vyrostla
    ozhruba 50 procent. Vroce 2021
    jí přibylo přes 10 tisíc e -shopů,
    nyní jich na této platformě běží
    téměř 30 tisíc. České e -shopy,
    které rma spravuje, mají celko-
    vý obrat 45 miliard korun, což je
    o25 procent více než vroce 2020.
    Průměrná výše jednoho nákupu
    meziročně vzrostla o24 procent
    na 2245 korun.
    zase představuje lepší pozici mezi
    zadavateli ve Spojených státech.
    NBCUniversal zahrnuje tele-
    vizní společnost NBC almové
    studio Universal Pictures. Vše
    patří společnosti Comcast. RTL
    Group je největší evropský pro-
    vozovatel soukromých televizí
    arádií ve dvanácti zemích.
    Nové agentury
    v AKA
    Do Asociace komunikačních
    agentur vstoupily se začátkem
    roku nově agentury Better aKo-
    nektor. Better Marketing vyrostla
    na digitálních výkonnostních
    kampaních, dnes už ale nabízí
    širší spektrum služeb značkám
    po celém Česku. AKA má posou-
    vat kmoderm, technologicky
    zaměřeným disciplínám. Skupina
    Konektor spojuje několik společ-
    ností, které pokrývají komunika-
    ci od inuencer marketingu, přes
    digitál, PR až ke klasické reklamě.
    VAKA chce být aktivní apodílet
    se na vytváření standardů aetic-
    kých pravidel trhu.
    Asociaci naopak opustila praž-
    ská pobočka slovenské agentury
    Made by Vacuk, která byla vaso-
    ciaci od začátku roku 2015. Na
    českém trhu agentura existuje od
    roku 2007, mezi její klienty patří
    například značky Božkov, Fernet
    Stock, Unilever či Avast. Ke konci
    roku 2021 řady AKA také opustila
    iBoomerang Communications.
    „Pro obor je nesmírně potřebná,
    rád do ní znovu vstoupím, když se
    bude řídit lepšími pravidly,“ uve-
    dl Marek Slezák, šéf Boomerangů.
    Next Page
    Media chystá
    novinky
    Vydavatelství Next Page Media
    rozšuje portfolio avylepšuje své
    tituly. Redesign izměna perio-
    dicity čekají například magazín
    Football Club. Medlní dům také
    chystá úplně novou platformu.
    „Plány máme velké, sprvním
    březnovým číslem Football Clubu
    přijde redesign, souběžně chce-
    me spustit inový web achystáme
    podcasty. Ve druhé polovině roku
    se těšíme na knihu, ‚merch‘ aprv-
    ní velký inzertní projekt. Asnad
    dojde ina fotbalové eventy,“ říká
    publisher Martin Vlnas stím, že
    letos vyjdou čtyři čísla fotbalové-
    ho titulu avíštím roce je jich
    vplánu šest. Stávající redakce
    by se měla rozšířit odva další
    spolupracovníky. Football Clubu
    nyní šéfuje zfunkce publishera
    Ondřej Tůma, který byl předtím
    šéfredaktorem magazínu iwebu
    Finmag. Vydavatelství, vmci
    kterého vyczejí také dvoumě-
    síčky Heroine, Finmag apatří
    sem iserver Peníze.cz, chystá
    idalší projekt. Podle Vlnase se
    jedná oplatformu, která bude
    obsahem konkurovat webu Czech
    Crunch aForbesu, anabídne
    „technické nástroje pro sdílení
    know -how, vzdělávání, pracov-
    ní nabídky ataké propojová
    zakladatelů sinvestory. „Pro ni
    hleme silného partnera, který
    se snámi bude podílet na vývoji
    avyužije synergických efektů
    pro svůj core byznys,“ upřesňu-
    je Vlnas. Dodává, že sjedním
    partnerem už jednání pokročila,
    takže se projekt pravděpodobně
    brzo rozhýbe.
    Reklamy ve
    Francii zpřísní
    Francie se vrámci plánu na
    snížení emisí vdopravě uchýlila
    ktomu, že reklamy výrobců aut
    musí vyzývat kvyužívání alterna-
    tiv. Nová pravidla mají začít platit
    od března tohoto roku. Změna je
    sledkem mnoha let kampaní
    enviromentálních skupin bojují-
    cích za snižování emisí. VEU totiž
    tvoří emise zdopravy 25 procent
    sklekových ply.
    Vmci nové regulace budou
    výrobci automobilů ze zákona
    povinni do reklam zahrnout
    jedno ze tří následujících sdělení:
    „Pro krátké cesty choďte či je-
    zděte na kole. Zvažte spolujízdu.
    Vyívejte veřejnou dopravu.“ Na
    konci sdělení ještě musí značky
    použít hashtag #MovePolluteLess
    asoučástí má být ipřehled emisí
    daného vozu ve spotu.
    Nová pravidla mají platit pro
    televizi, rádio, kina, digitál itiš-
    těná média. Značky, které zákon
    poruší, dostanou pokutu 50 tisíc
    eur. Ve hře je také možný úpl
    zákaz reklam byzny založe-
    ných na fosilních palivech vce
    Evropské unii, ocož se snaží
    například Evropská občanská
    iniciativa (European Citizens‘
    Initiative). Francie už si schválila
    kaz reklam na nejvíce znečťu-
    jící vozy od roku 2028.
    05
    ZPRÁVY
    Foto: NEXT PAGE MEDIA
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