Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
15/2021
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.
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VÝVOJÁŘI HERV ČESKU ROSTOUHraní během pandemietáhne. Jak se snažímarketingový potenciálvyužít tuzemští tvůrci?str. 8–11ŠŤOUCHANCE, COČESKO MINULYVyužití „nudge units“během pandemie bypomohlo zachránit tisíceživotů.str. 16–17OOH LETOS POMOHOUKAMPANĚ K VOLBÁMVenkovní reklamazůstává nejpostiženějšímsegmentem. Na podzimsektor oživí kampaně.str. 20–23DO HOSPODSE VRÁTÍMEDAVIDŠEBERLE1512. dubna 202199 Kč / 4,90 €EXTRAVENKOVNÍREKLAMAStrana 2
objednávejte na chci.mam.cz nebo na tel.: 735 707 420TELEVIZNÍ MĚŘENÍČEKAJÍ ZMĚNYPeoplemeterový tendrje za dveřmi. Televiznímanažeři chtějí, abyzohlednil nové platformy.str. 6NA VĚRNOSTI ZÁLEŽÍ,VÍCE, NEŽ KDY JINDYInvestice do věrnostníchprogramů rychle porostou.Sprojekty je ale potřebasystematicky pracovat.str. 8–11EVENTY RÁDIÍ LETOSTROCHU JINAKLetní sezona akcíafestivalů je stále nejistá.Hudební stanice reagujínovými formáty.str. 16–17TV NOVA V ÉŘESTREAMOVÁNÍJAKUBSTRÝČEK146. dubna 202199 Kč / 4,90 €roční 3 500 Kčdvouleté 6 000 Kčroční 3 500 Kčdvouleté 6 000 Kčroční 5 000 Kčdvouleté 10 000 Kčroční 10 000 Kčdvouleté 20 000 KčTELEVIZNÍ MĚŘENÍČEKAJÍ ZMĚNYPeoplemeterový tendrje za dveřmi. Televiznímanažeři chtějí, abyzohlednil nové platformy.str.6NA VĚRNOSTI ZÁLEŽÍ,VÍCE, NEŽ KDY JINDYInvestice do věrnostníchprogramů rychle porostou.Sprojekty je ale potřebasystematicky pracovat.str.8–11EVENTY RÁDIÍ LETOSTROCHU JINAKLetní sezona akcíafestivalů je stále nejistá.Hudební stanice reagujínovými formáty.str.16–17TV NOVA V ÉŘESTREAMOVÁNÍJAKUBSTRÝČE K146.dubna 202199Kč/ 4,90€ušetřete až14 000 Kčušetřete až34 000 KčTV NOVA VSTREAMOVÁNÍJAKUBSTRÝČE Ktištěný časopisMAMPRINTčasopis na webu nebo ve čtečceMAMDIGITALMAMKOMPLETMAM print + MAM digital + onlinearchiv + vstup Forum Media FocusMAMEXPERTMAM print + MAM digital + onlinearchiv + vstup Forum Media +vstup Forum Media FocusVyberte siz naší široké nabídkypředplatnéhoMAM_inz_predplatne_210x280_MAM_2021.indd 1MAM_inz_predplatne_210x280_MAM_2021.indd 1 07.04.2021 10:0107.04.2021 10:01Strana 3
Tak nám „zabili“ ministra zdravot-nictví, mohla by říct posluhovačkapanu Švejkovi, kdyby JaroslavHašek sepisoval jeho osudy nyní.Ceremoniál na Pražském hradě,při němž byl za posledních sedmměsíců jmenován třetí šéf jednohozaktuálně nejdůležitějších vlád-ních úřadů vzemi, připomínalovšem dílo poněkud jiných kvalit.Vypadalo, jakoby se prezi-dent Miloš Zeman chopil roleteleshoppingového krále HorstaFuchse. Pravda, chybí mu oran-žový odstín důkladného uměléhoopálení. Nemá ani náušnice, místonich mu byla ozdobou prezident-ská standarta na respirátoru. Onaostatně už nějakou dobu fungujejako designový doplněk, protožesymbolika sloganu „Pravda vítězí“se jaksi vytrácí. Prezident Zemannepotřebuje ani diamantovéprsteny, kterými by nekompro-misně tepal do kapoty auta, abyvyzkoušel její ochrannou vrstvu.Na zkoušení ochranné vrstvyvšech prezidentovi stačí, když muněkdo podá mikrofon.Jakmile se chopil slova, začalzápadními výdobytky očkovanýZeman, prodávat ruskou vakcínuSputnikV. Zdůraznil to tím, želátky zČíny aIzraele konkrétněnejmenoval. Slíbil zázrak, ženás Sputnik vyvede zpandemie.Nezapomněl zastrašovat tím, že„brzdy“ jeho použití — třeba Stát-ní ústav pro kontrolu léčiv trvajícína klinických zkouškách aově-ření účinnosti — mohou za úmrtílidí kvůli covidu-19. Šikovně sevyhnul faktu, že odpovědnostza boj spandemií, vyjednáváníovakcínách iočkování osobněpřevzal premiér Andrej Babiš.Že nehodící se pravdy není třebazmiňovat, věděl přeci iFuchs.Na teleshoppingu zHradu chy-běla už jen Gábi, která by dodala:„Ato se vyplatí!“ Premiér byl natuto roli příliš mlčící. Jinak byhrozilo, že by třeba musel bránitúřad jednající vzájmu obyvatelzemě, pro které má premiér ipre-zident pracovat. Jenže to je těžké,když jeden dělá PR jen sám soběadruhý „kope“ za jiné státy.Jakub KřešničkaredaktorHorst Fuchsz HraduEDITORIALInzerceGREEN SCREEN9 × 6m – jedno z největšíchstudií v Praze!LED SCREENobrazovka 11 × 3,5 ms možností přístavbyNOVÁ VIRTUÁLNÍ STUDIAV LETŇANECHmoderní AV technologie•skvělá akustika•rozlehlé prostoryREZERVUJTE SI VČAS VOLNÉ TERMÍNY!Pavlína Kontrová | E: kontrova@abf.cz | M: 739 003 130 | www.pvaexpo.czHERNÍ MARKETINGSTRATEGIEŠŤOUCHANCE NÁS MINULYVyužití „nudge units“ jako jednotekrychlého nasazení zachraňuje životyizmírňuje polarizaci společnosti.str. 16 –17STRATEGIEREPREZENTOVAT JE NEJVÍCSoustředíme se více na značku, můjcíl je držet konzistentní komunikaci,říká David Šeberle ze Staropramenu.str. 12 –13VENKOVNÍ REKLAMAOOH POMOHOU VOLBYKontinuální propad objemu venkovníreklamy oživí na podzim volebníkampaně politických stran.str. 20 –23HERNÍM STUDIÍM SE DAŘÍJak ve světle většího zájmu ohraníher během pandemie reagují tvůrcipředních her zČeska?str. 8 –11Foto na titulní straně: BOHUMIL POSPÍŠILStrana 4
SvodkaSutěž Fénix contentmarketing přijímá při-hlášky ještě tři týdny. Uzávěrkaje 30.dubna. Letos hodnotí téžoborovou kategorii „Best heroesin crises“, práce tak lze přidružitklibovolné hlavní kategorii.Skupina Dentsu vyčle-nila služby voblasti digitálníchtechnologií, které dosud vČeskuposkytovala prostřednictvímIsobar technologies, pod značkuMerkle. Vjejím čele zůstáváDaniel Urminský.Open House Praha,sedmý ročník festivalu smot-tem Architektura pro všechny,posunuje termín na léto. Vtýdnuod 2.do 8.srpna mimo jinézpřístupní zdarma desítky běžněnepřístupných budov.Patro.cz, internetová nákup-ní galerie, má za sebou rekordnírok, během nějž zvýšila obrat o65procent na 255 milionů korun.Startup Samba.ai,který se specializuje na persona-lizaci aautomatizaci e -commer-ce, získal do portfolia klientůdrogerii Teta aSportObchod.Atmedia dosahuje od začát-ku letoška každý měsíc pětipro-centního podílu na sledovanosti.Mezi komerčními TV skupinami setak posunula za Novu aPrimu.Průzkum Kantar proskupinu EOS ukázal, že jen čtvrtinačeských uživatelů internetu věří,že rmy budou sjejich daty zachá-zet odpovědně. Polovina Čechů byza poskytnutí dat ajejich využíváníchtěla nanční odměnu.Týdeník Rozhlasprošel výraznou grackouúpravou azavedl nové rubriky,jako je například názorová Radastarších nebo Den D či Podcastysnadhledem.IPG Mediabrands vy-tvořila vpartnerství sTikTokemsérii programů pro klienty agen-tury, aby jim společně pomohlyvyužít plného potenciálu sítě.VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIASvaz protičeským kvótámSvaz obchodu acestovního ruchuČR (SOCR) spustil kampaň odagentury DDeM proti zákonukpovinným kvótám na česképotraviny. Úvahy ojejich zave-dení se objevují už několik let,letos vlednu je poslanci schvá-lili. Úprava však neprošla horníkomorou parlamentu asenátořinávrh vpolovině března vrátili.Zákonodárci by se jím měli novězabývat 13.dubna.„Smyšlenkou zavedenípotravinových kvót si poslan-ci vparlamentu pohrávají užněkolik let. Celou dobu jsme sesnažili zákonodárce přesvěd-čovat, jaké následky přinesou,abychom bránili zájmy českýchzákazníků. Teď, když je zákontěsně před schválením, jsmese rozhodli připravit kampaňaupozornit občany, tedy voliče,co jim reálně hrozí. Považujemeto za poslední možnost, jak tétozvrácenosti zamezit. Účelem zá-kona není nic jiného než přihrátpeníze několika málo agrobaro-nům bez ohledu na dopady naveřejnost,“ sdělil Tomáš Prouza,prezident SOCR.Vlastní mediálníagentura CNCVrámci vydavatelského domuCzech News Center (CNC) vznikáinterní mediální agentura promalé astřední rmy. Povede jiSvět podle MAMBoj SOCR proti kvótám, mediálkavCNC, tlaky vČT apřestup rokuPlatformaPatreon, skrzeniž mohou býtautoři aumělcisvými fanouškyplaceni přímo,ztrojnásobilahodnotu na4mld. dolarů,zejména díkyTiger GlobalA proto jsou kvóty na potraviny nesmysl.Zboží v obchodech bude kvůli nim dražší,bude ho míň – a některé nebude vůbec.Ty neexistují.Českéchilli papričky?Ta česká bude jendva měsíce v roce.Proto jsou kvóty na potraviny nesmysl.Zboží v obchodech bude kvůli nim dražší,bude ho míň – a některé nebude vůbec.Salát sokurkou?Foto: DDeM/SOCR04ZPRÁVYStrana 5
Martin Hanzal, který přicházízpozice CEO agentury Mindshare.„Dlouhodobě vidíme velkýpotenciál vregionech. Pro menšíastřední rmy (SME), které bytřeba ani neuvažovaly ovyužitímediální agentury, chcemevytvořit full -servisové oddělení,které jim nabídne odborný kon-zultační prodej zpohledu médiaspolu se strategickým přístu-pem využívaným vagenturnímprostředí. Nabízet budeme nejenvýběr inzerce vrámci širokýchmožností CNC, ale pomůžemetaké například svýkonnostnímmarketingem či nákupem inzercevostatních mediálních domech.Zřízení interní agentury pova-žujeme za logický krok vrámcisoučasných změn, které vCNCprobíhají,“ popisuje David Ša-roch, obchodní ředitel printovéinzerce vCNC.Ředitel ČT čelítlaku radníchPravděpodobnost, že generál-ní ředitel České televize PetrDvořák bude předčasně odvolánzfunkce, minulou středu pojednání Rady ČT stoupla. Podleradní Hany Lipovské vlastnil sesoučasným šéfem PPF (Ladisla-vem Bartoníčkem) rmu Gopaspřes daňový ráj. ČT si utéto rmyobjednávala IT poradenství.Častá kritička ředitele ČT tvrdí,že je ohrožena „veřejnoprávnípodstata anestrannost televize“.Dvořák měl do konce minu-lého týdne obvinění ze střetuzájmů vysvětlit aodpovědět nazaslané otázky. Lipovská přišla nastředeční radu sochrankou.FernandoMachado „pálímosty“Jeden znejoceňovanějších mar-ketérů světa, Fernando Machado,odchází zpozice globálního CMORestaurant Brands International(RBI), pod niž spadají značky jakoBurger King, Popeyes či Tim Hor-tons. Od 12.dubna nastupuje dorole šéfa marketingu herního vý-vojáře Activision Blizzard, které-mu patří úspěšné tituly jako Callof Duty, World of Warcraft, Diablonebo Candy Crush. Na dosavadnípřestup roku upozornil serverAdAge. Vůbec prvním globálnímCMO Activision byl předloni jme-nován David Messinge, kteréhoMachado nahrazuje. Firma těžízrostoucí obliby her, knimž seběhem pandemie uchylovalilidé vizolaci svých domovů (vícekhernímu průmyslu na str.811).Silný růst byznysu by si chtělaudržet ispomocí šikovnéhomarketingu, pro nějž mohla těžkonajít lepšího kormidelníka.Machado je proslulý důrazemna inovativní kampaně, kterézpůsobují rozruch apomáhajíkrůstu byznysu. Ještě než se lonistal vRBI globálním CMO, staralse pět let obrand Burger Kingu,pod jeho vedením vznikly kam-paně jako virtuální pálení reklamkonkurence (na fotograi) nebosnad nejúspěšnější projekt loň-ského roku, Moldy Whopper. Tenukázkou plesnivějícího burgeruupozorňoval na jeho bio kvality.Před nástupem do RBI Machadopracoval 18let vUnileveru.Amazon rostev inzerciPoprvé se Amazonu podařilo zarok 2020 překonat desetipro-centní podíl na trhu sdigitálníreklamou vUSA, když unějzadavatelé za inzerci utratili přes15,7 miliardy dolarů, meziročněo57procent více. Ukazuje tovýzkum eMarketer, jenž proletošek Amazonu věští růst příjmůzreklamy odalších 30 procent.Nejvíce tím společnost ohrožujekonkurenční Google, jehož podílna trhu sdigitální reklamou loničinil 29 procent ado roku 2023 máklesnout odva procentní body.Obchodníci bijína poplachStát nestíhá vyplácet dotace aob-chodníkům docházejí nancena provoz. Do léta může podleRetailové asociace, která sdružu-je obchodníky jako Alpine Pro,Tchibo či Ugo, zaniknout více nežtisíc obchodů.Retailová asociace upozorňujena to, že obchody jsou vČeskuuzavřené nejdelší dobu na světě,přitom výše arychlost vypláceníkompenzací je „zcela nedosta-čující“. Podle ankety mezi členyasociace se více než 40 procentznich chystá uzavřít své prodejnyaukončit činnost již během léta,pokud do měsíce nedostanoukompenzace.Foto: BURGER KINGInzerceZPRÁVYStrana 6
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