Strana 5

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
04/2023

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
  KOMU PATŘÍ
  ČESKÁ MÉDIA?
  Vydavatelství Borgis pod
  křídly Seznamu, Mafra na
  prodej. Jak se překresluje
  mapa mediálního trhu?
  str. 8–12
  DIVÁCI SE DO KIN
  HOJNĚ VRACEJÍ
  Výrazně boduje
  Avatar. Kinosály se plní
  dychtivými diváky, z čehož
  těží i kinoreklama.
  str. 16–17
  ZNAČKY V RUSKU
  STÁLE ZŮSTÁVAJÍ
  Výzvy kbojkotu
  nepřesvědčily stovky
  značek kodchodu ztrhu
  ani po 11měsících války.
  str. 22–23
  ARMÁDA ČR JE
  SKVĚLÝ BRAND
  IVO
  ZELINKA
  04
  23. ledna 2023
  125 Kč / 5,94 €
- Strana 2
  volvo.indd 1volvo.indd 1 12.01.2023 14:4612.01.2023 14:46
- Strana 3
  03
  Českem hýbou kampaně nalistů
  klání oprezidentský úřad, což
  pochopitelně doprovázejí zjitřené
  emoce. Za pouhou dekádu už
  přitom budou lidé možná řešit
  jiné problémy. Tým výzkumníků
  zCarnegie Mellon University
  přišel se způsobem, jak pouze
  pomocí wi- signálu azapoje-
  ním strojového učení aumělé
  inteligence mapovat prý až
  překvapivě detailní polohu lidí
  včetně jejich postoje avyobrazit
  je spomocí algoritmů počítačo-
  vého vidění. Podle výzkumníků
  mají ostatně wi- ve většině
  domácností na světě anová
  technologie by mohla pomoci
  na dálku monitorovat staré lidi
  vdomácnostech, ale izkoumat
  podezřelé jednání vdomácnosti,
  což je už trochu orwellovské.
  Tvůrci populárních robotických
  psů zBoston Dynamics se zase
  pochlubili videi, kde robot šplhá
  na stěnu, případně dokáže po
  překonání dráhy donést ahodit
  brašnu snářadím. Vposledních
  měsících je živo kolem nástroje
  pro generování textu ChatGPT
  využívající umělou inteligenci
  aněkteří experti zuniverzit ve
  Stanfordu aGeorgtownu bijí na
  poplach. AI podle vědců ulehčí
  práci idezinformátorům. Podle
  nich totiž tento populární nástroj
  může bohužel také vést ke gene-
  rování milionů dezinformačních
  příspěvků, jimiž by se zaplavila
  vybraná sociální síť, potažmo
  celý internet. Zatímco nyní musí
  trollové své nesmysly acílené
  fabulace ručně ťukat do kláves-
  nice, vbudoucnosti by podobné
  nástroje mohly umožnit masové
  dezinformační kampaně pro
  ovlivňování veřejného mínění na
  zcela jiné škále. Apodle vědců je
  tato možnost více než reálná. Jen
  si vnašich končinách stím, jak
  nyní jeden ztýmů kandidáta ke
  kampani přistupuje, zkuste před-
  stavit tu nekonečnou „shitshow“.
  To by byly pytlíky na zvracení
  potřeba každý den od rána…
  Pavel Hejkrlík
  redaktor
  O krok vpředu,
  či pozadu?
  EDITORIAL
  ADC-awards_inzerce_210x99
  Early birds do
  31. 1. 2023
  adcawards.cz
  Inzerce
  KINOSÁLY SE OPĚT PLNÍ
  Po dvou slabých letech vlivem covidu
  se diváci loni vrátili v hojném počtu
  do kin. Těží z toho i kinoreklama.
  str. 16 –17
  ARMÁDA ČR JE SKVĚLÝ BRAND
  Komunikace je chůze minovým
  polem, říká nový mluvčí Generálního
  štábu a hlas armády Ivo Zelinka.
  str. 14–15
  MÉDIA OHROŽUJE I ÚNAVA
  Podle studie Reuters institutu řeší
  vydavatelé vedle rostoucích nákladů
  ipříliš depresivní témata.
  str. 20 –21
  HON MAGNÁTŮ ZA VLIVEM
  Čeští miliardáři denitivně ovládli
  mediální trh. Přinášíme detailní
  přehled vlastnických struktur.
  str. 8 –12
  Foto na titulní straně: BOHUMIL POSPÍŠIL
  TÉMAMÉDIA A TRH ZADAVATELÉ A ZNAČKYMÉDIA A TRH
- Strana 4
  04
  Svodka
  Ferrero Česká uvedla na
  český trh značku Nutella Biscuits,
  čímž rozšířila portfolio sušenek.
  Navazuje na úspěch vzahraničí,
  uvedení podpoří spotem, PR
  avmístě prodeje.
  Outbreak zvítězila ve výbě-
  rovém řízení potravinářské rmy
  Emco, kterého se zúčastnily
  čtyři agentury zČR aSR. Práce na
  první televizní kampani značky
  Emco určené přímo pro sloven-
  ský trh vede Kateřina Tarabová.
  Asociace online vyda-
  vatelů se rozšiřuje odalší nové
  členy, kterými jsou NextPage
  Media (například Peníze.cz), Čes-
  ká tisková kancelář aNew Look
  Media (Týdeník Euro či magazín
  Dolce Vita). Asociace už má přes
  dvacet členů.
  Dodo zahájila vMaďarsku se
  sítí drogerií Rossmann pilotní
  projekt doručování objednávek
  do domácností pomocí dronů.
  Univerzita Karlova
  navázala spolupráci se společ-
  ností Wikimedia ČR na tvorbě
  české Wikipedie. Spolupracovat
  budou ina experimentální výuce
  aaplikovaném výzkumu.
  Prima Cool je nově ociál-
  ním partnerem úseku akroba-
  tického lyžování Svazu lyžařů
  ČR. Se zástupci freeski scény už
  několik let spolupracuje na even-
  tu Coolife Fest.
  Content Studio, takový
  název nově dostal PR inzertní
  tým vydavatelství CNC. Chce tak
  vytvořit zajímavý hub informací
  pro klienty iodbornou veřejnost.
  Manifesto Market otevře
  svůj čtvrtý food hub 24.ledna
  vcentru Berlína na Potsdamer
  Platz. Nabídne 22 restaurací
  ačtyři bary.
  Puma se spojila sčeskou běž-
  kyní Moirou Stewartovou, která
  je držitelkou dvou národních
  rekordů achce se kvalikovat na
  olympijský maraton.
  VÝBĚR ZPRÁV
  Z UPLYNULÉHO TÝDNE
  UDÁLOSTI
  POHLEDEM REDAKCE
  MARKETING & MEDIA
  BigMedia čelí
  stížnostem
  Na společnost BigMedia se
  kvůli billboardu sAndrejem
  Babišem obrátil spolek občanů
  Mluvmespolu zHradce Králové.
  Nelíbí se mu dvojí metr posuzová-
  ní ažádá jeho odstranění, kčemuž
  se zejména na sociálních sítích
  připojují idalší lidé army. Vloň-
  ském roce si totiž spolek pronajal
  od BigMedia billboard sodkazem
  na ociální sbírku pro na nákup
  zbraní na účtu ukrajinské amba-
  sády. BigMedia jim billboard po
  stížnostech občanů odstranil.
  Aktuálně je na několika bill-
  boardech téže rmy kandidát na
  prezidenta Andrej Babiš, který na
  nich slibuje, že není voják anezav-
  leče Česko do války. Mluvmespolu
  upozornil na to, že itento bill-
  board pracuje se strachem ažádá
  proto jeho odstranění. Spolek
  se už obrátil se stížností rovněž
  na Radu pro reklamu. BigMedia
  se brání tím, že za obsah sdělení
  odpovídá zadavatel abillboardy
  tedy neodstraní.
  Netﬂixu se
  divácky daří
  Streamovací platforma Netix do-
  kázala vloňském roce navýšit po-
  čet předplatitelů na 231 milionů,
  což byl meziročně očtyři procen-
  ta lepší výsledek. Tržby dosáhly
  31,6 miliardy dolarů, oproti roku
  2021 o6,5 procenta více. Loni
  během listopadu Netix před-
  stavil svou variantu levnějšího
  přeplatného sreklamou. Zatím
  jej zavedla na 12 trzích, přičemž
  další mají letos následovat.
  Po mnoha letech také odchází
  zpozioce ředitele spoluzaklada-
  tel rmy Reed Hastings, vedení se
  ujme Ted Sarandos aGreg Peters.
  Rozšířený
  Atlas Čechů
  Výzkumná atechnologická rma
  Behavio rozšířila interaktivní da-
  tový web Atlas Čechů, používaný
  například vmarketingu kanalýze
  cílových skupin. Od nového roku
  je vněm 900 místo původních
  600 skupin. Společnost kvůli
  tomu dotazníky obeslala 25 tisíc
  respondentů zvýzkumného
  panelu Trendaro.
  Rozšíření dat se týká třeba
  tématu nakupování, kde je ve spo-
  třebním koši výrazně více značek.
  Názorová sekce se rozrostla mimo
  jiné opostoje kEU, politickým
  špičkám či stavu čeké krajiny. Při-
  byly rovněž sekce „Co je vživotě
  důležité“ nebo „sociální kapitál“,
  kde se třeba řeší, zda má daná sku-
  pina někoho, kdo poskytne právní
  radu, nakoupí během nemoci
  nebo třeba pomůže se stavbou.
  Svět podle MAM
  BigMedia aspor obillboardy, změny
  vNetixu arozšířený Atlas Čechů
  
  L’Oréal Paris se
  rozhodl bojovat
  svěkovou
  propastí mezi
  inuencery
  anajal na
  promování
  produktů
  desítku nových
  ve věku od
  45 do 84 let
  ZPRÁVY
- Strana 5
  Zvýhodněné vstupenky
  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 20.01.2023 14:0320.01.2023 14:03
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Marketing & Media

04/2023

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