Strana 3

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
16/2019

Časopis Marketing a Media je prestižním, mimořádně vlivným oborovým médiem. Věnuje se oblasti byznysové komunikace, reklamy, marketingu a médií. Každý týden přináší exkluzivní rozhovory s nejvlivnějšími a nejzajímavějšími osobnostmi branže, přináší obsahovou inspiraci a současně představuje otevřenou platformu pro kritickou diskuzi.
- Strana 1
  SYN ZAVRAŽDĚNÉ
  NOVINÁŘKY GALIZIA:
  Boj proti korupci
  vEvropě vyhrát můžeme,
  byť je to jako souboj
  Davida sGoliášem
  ZÁKAZNÍCI CHTĚJÍ
  EXTRABUŘTY
  Limitované edice baví
  zákazníky a pomáhají
  odlišit produkty
  odkonkurence
  NECHCEME
  OLYMPIÁDU DINOSAURŮ
  JIŘÍ KEJVAL
  16
  23. dubna 2019
  99 Kč / 4,90 €
  HRDINOVÉ,
  VLÁDCI
  AŠAŠCI
  24. dubna
  od
  17.30 hod.
  Klub MAM
  Fr. Křížka 1
  Praha 7
  Vstupenky na www.fmfocus.cz
- Strana 2
  Stále více si myslím, že náš časopis je
  voboru marketingu téměř nepostradatelný.
  Azdá se, že si to myslí ihodně lidí, kterým
  je určen. Knám redaktorům se dostává
  stále více zpětné vazby od našich čtenářů.
  Obsahová igracká změna, kterou prošel
  loni, je zkrátka znát.
  Aby byl stále tak dobrý nebo ještě lepší,
  jepotřeba, aby se na něm podílel celý trh.
  Dělejme inspirativní časopis.
  Předplatné MAM tomu pomůže.
  Jan Klika, redaktor MAM
  „
  Nečekejte,
  až vám bude
  chybět
  volejte 734 172 316
  pište [email protected]
  objednávejte chcimam.cz
  Předplaťte
  MAM hned
  Inzerce_MAM_predplatne_portrety_Klika_new.indd 1 18.01.19 17:53
  AKCE
  S NÁPADEM
  kreativa eventy produkce
  HOTLINE 734 172 332
  Communa_inz_210x280_PR_MaM_road.indd 1 30.11.18 15:27
- Strana 3
  
  Anna Šulc v loňském roce
  spolu s Kovym opanovala
  české ceny Czech Social
  Awards. S oběma se
  můžete už tuto středu
  setkat na další minikonfe-
  renci Forum Media Focus
  pořádanou týdeníkem
  Marketing & Media.
  Foto: CZECH SOCIAL AWARDS
  Tento týden je pro náš časopis opět přelomový.
  Uběhl sotva měsíc amy tu pro vás máme další,
  už druhou minikonferenci, pořádanou pod hla
  -
  vičkou Forum Media Focus. Tentokrát se bude
  pod názvem Hrdinové, vládci ašašci věnovat
  současnému fenoménu inuencer marketingu.
  Jasně, inuenceři jsou všude, kam se podíváte.
  Je to takový buzzworld stejně jako třeba content
  adříve video či guerilla marketing.
  Proto jsme si řekli, že se na to podíváme tro
  -
  chu zevrubněji. Snašimi hosty chceme rozebrat,
  co zapojení inuencerů do reklamních kampaní
  značkám opravdu přináší, jaké dopady to má
  na samotné prodeje ijak co nejefektivněji měřit
  vynaložené investice. Osvé zkušenosti zpo
  -
  hledu reklamního zadavatele se podělí Zuzana
  Kadlečková, socia media manažerka společnosti
  Coca -Cola. Tato značka spolupracuje sinuence
  -
  ry dlouhodobě anebojí se přiznat, co jim oprav-
  du funguje aco už méně. Další zhostů, Hana
  Vávrová zagentury The Hive, představí typologii
  inuencerů, na jejímž základě si můžete ujasnit,
  jaký druh tvůrce se kvaší značce hodí nejlépe.
  PENÍZE A ETIKA
  Další téma, která zadavatele reklamy zajímá za
  každé situace, je návratnost investic. Jak to udě
  -
  lat, aby byla ivpřípadě inuencer marketingu co
  nejvyšší, avyhnout se všem nástrahám, prozradí
  David Růžička, spoluzakladatel amajitel agen
  -
  tury Get Boost. Označování placené spolupráce
  na sociálních sítích, je, zdá se, vtuzemsku zatím
  dost vplenkách. Myslím, že nejenom mě minulý
  týden překvapil zástupce e -shopu steniskami
  Footshop, který na konferenci Newsfeed Day
  veřejně přiznal, že inuenceři, snimiž spolu
  -
  pracují, reklamu ve svých příspěvcích vůbec
  neoznačují. Ikdyž prý na tom začínají pracovat.
  Pro ně, avěřím, že ipro ostatní, bude jistě
  přínosná prezentace Denisy Hejlové, vedoucí
  katedry Marketingové komunikace apublic re
  -
  lations na FSV UK, věnující se etickému rozměru
  reklamy na sociálních sítích. Ve spolupráci se
  svými studenty zrealizovala rozsáhlý výzkum
  mezi mladými uživateli internetu, zda poznají
  placenou reklamu vpříspěvcích inuencerů.
  Avýsledky zatím nebyly moc povzbudivé. Vze
  -
  mích jako je Německo za to už začaly padat velké
  pokuty, kčemuž může dojít iunás mnohem
  dříve, než si myslíme.
  O NICH S NIMI
  No ajaká by to byla konference oinuencerech
  bez inuencerů. Jsme rádi, že naše pozvání
  přijala Anna Šulc, která byla loni na Czech Social
  Awards vyhášena nejúspěšnější videobloger
  -
  kou roku aaktuálně se uchází omezinárodní
  ocenění vsoutěži Global Social Awards. Na akci
  vKlubu MAM vystoupí také Karel Kovář alias
  Kovy, jeden znejznámějších anejsledovanějších
  českých youtuberů, ataké Jonáš Čumrik alias
  Johny Machette, jehož jsme vám představili
  vnašem nedávném rozhovoru.
  Další novinkou, která zahajuje tento týden, je
  rubrika MAM Sport. Vní se chceme za pomoci
  znalců zoboru pravidelně věnovat tématu spor
  -
  tovního marketingu, který je stále na vzestupu.
  Avy utoho všeho můžete být snámi!
  
  Lucie Vaníčková
  
  vedoucí vydání
  A určitě přijdou
  i inﬂuenceři
  03 EDITORIAL
- Strana 4
  UDÁLOSTI POHLEDEM
  REDAKTORŮ MARKETING & MEDIA
  Global Social Awards
  poprvé v Praze
  Finále mezinárodní soutěže Global Social
  Awards, která oceňuje inuencery zcelého
  světa, se bude poprvé konat vČesku. Galavečeru
  29.květen bude předcházet odborná konference
  GLOSA Talks ataké setkání fanoušků sinuen
  -
  cery Meet & Greet. Do Prahy tak zavítá více než
  40 světových inuencerů iosobností spjatých
  sdigitálními platformami asociálními sítěmi.
  Moderátorkou večera bude česká supermodel
  -
  ka Karolína Kurková, dorazí isvětové hudební
  hvězdy Alma, Alice Merton adalší. Global Social
  Awards vyhlásí vítěze. Za Českou republiku je
  nominovaná Anna Šulc, vítězka tuzemského kola
  Czech Social Awards. Tu můžete také potkat na
  akci časopisu Marketing & Media Forum Media
  Focus věnovanou inuencer marketingu, která se
  koná již tento týden, ve středu 24.dubna od 17.30,
  vKlubu MAM vprostorách redakce.
  Facebook bude
  zdražovat reklamu
  „Facebook jako médium svůj reklamní prostor
  neustále zdražuje, potřebuje zvyšovat své
  příjmy,“ řekl hned na úvod konference Newsfeed
  Day Karel Tlusťák, CEO azakladatel společností
  ROI Hunter aBusiness Factory. Ty jsou pořada
  -
  telem této konference ovýkonnostním marke-
  tingu na Facebooku aInstagramu, jejíž druhý
  ročník proběhl minulou středu vpražském
  Kině Lucerna. Za zdražováním podle Tlusťáka
  je iprohlášení šéfa Facebooku Marka Zucker
  -
  berga zloňského roku otom, že reklamu omezí,
  protože uživatelům vadí. Nový inzertní prostor
  se nabízí ve využívání formátů Stories, které prý
  denně používá půl miliardy lidí ajejich počet
  poroste. Výhodou je nižší cena za reklamu, která
  je až 2,5× nižší, než ujiných inzertních formátů
  na Facebooku. Nevýhodou je ale mnohem méně
  početné doručení konverzí.
  Publicis kupuje
  datovou ﬁrmu Epsilon
  Nadnárodní komunikační skupina Publicis
  Groupe uzavřela dohodu se společností Alliance
  Data Systems Corporation okoupi specializo
  -
  vané rmy na práci sdaty Epsilon. Akvizice za
  4,4 miliardy dolarů má být pro Publicis Groupe
  dalším krokem vdlouhodobé strategii stát se pro
  klienty partnerem při digitální transformaci. Ep
  -
  silon, technologická společnost se sídlem vUSA,
  zaměstnává přibližně 9 tisíc lidí včetně 3700
  datových specialistů a2 tisíce technologických
  expertů. Společnost pokrývá datovou oblast od
  hrubých rst -party dat po personalizované mar
  -
  ketingové kampaně využívající technologie, data
  aplatformy. Její věrnostní software obsluhuje
  600 milionů účtů, jen vUSA má přes 250 milionů
  unikátních spotřebitelů ajejí vlastní platformy
  Conversant produkují miliardu aktualizací
  každých pětminut.
  Svět podle MAM
  Nejlepší inuenceři budou oceněni
  vPraze avystoupí ina naší akci
  JAK
  OVLIVŇUJÍ
  NAVONĚNÉ
  OBRÁZKY
  PRODEJNÍ
  ČÍSLA?
  FM Focus_inz_2019_04_24_influenceri_61x85_schody.indd 318.04.19 17:31
  Influencer
  Johny Machette
  FM Focus_inz_2019_04_24_influenceri_61x85_schody.indd 218.04.19 17:31
  HRDINOVÉ,
  VLÁDCI
  AŠAŠCI
  Mají influenceři
  takový vliv,
  vjaký zadavatelé
  doufají?
  FM Focus_inz_2019_04_24_influenceri_61x85_schody.indd 118.04.19 17:31
  AT & T prodala podíl
  ve videotéce Hulu
  Telekomunikační společnost AT & T prodala
  svůj podíl 9,5 procenta ve streamovací službě
  Hulu za 1,43 miliardy USD (32,4 miliardy Kč), ato
  samotné Hulu. Vní drží 60procentní podíl The
  Walt Disney amediální společnost Comcast pak
  30 procent. Podle agentury AP má ale iComcast
  vplánu prodat svoji část. To by znamenalo, že
  Disney zůstane jediným majitelem apřeváží tu
  nabídka jeho pořadů. Vsoučasnosti poskytuje te
  -
  levizi Hulu obsah mediální rma WarnerMedia,
  která patří AT & T, ainadále by měla zůstat part
  -
  nerem. Hulu má více než 25 milionů předplatite-
  lů, vtomto skálním roce by však měla vykázat
  ztrátu 1,5 miliardy USD. Hlavními konkurenty
  jsou Netix aPrime Video rmy Amazon. Disney
  ale plánuje také letos na podzim spustit svoji
  videotéku Disney Plus, do boje se chystá se svou
  streamovací službou iApple.
  Inzerce
  SCÉNA
  04
- Strana 5
  Svodka
  Lucie
  Vaníčkové
  Digi.cz, satelitní ainternetová televize pa-
  třící pod Lama Enery Group Petra Lamicha, je
  podle informací deníku E15 na prodej. Stransak
  -
  cí jí má pomáhat bankovní dům UniCredit. Lama
  Enery televizní skupinu koupila vroce 2015 od
  rumunské RCS & RDS. Do nabídky služeb patří
  ipřipojení kinternetu, mobilní volání apřenos
  dat. Satelitní operátor kromě nabídky klasic
  -
  kých televizních stanic nabízí ivlastní sportovní
  kanály Digi Sport. Masivně investuje do nákupu
  sportovních práv, disponuje například právy
  kfotbalové Premiere League či Bundeslize.
  Bisnode, společnost zaměřená na sběr
  informací opodnikání, aČeská Informační
  agentura (ČIANEWS) navázaly spolupráci. Čtená
  -
  ři ekonomického zpravodajství ČIANEWS mají
  díky tomu nově kdispozici základní informace
  ovšech rmách, které byly ve zprávě zmíněny.
  Naopak klienti Bisnode získali indikátor přítom
  -
  nosti nových zpráv přímo vpřehledu základních
  informací ormě.
  Polárka, tradiční značka zmrzlin, vletoš-
  ním roce slaví sedmdesát let od svého vzniku. Její
  výrobu vminulém roce po letech obnovila rma
  Alimpex Food. Svůj název dostala Polárka po
  úplně prvním mláděti ledního medvěda, jakého
  se kdy vzoo, navíc pražské, celosvětově podařilo
  odchovat až do dospělého věku. Letošní rok se
  sortiment rozšíří onovinky vpodobě Smoothie
  jahoda -banán Lážo Plážo, Hogo Fogo tripple
  pomeranč, Hogo Fogo tripple čokoláda nebo
  Zorba jogurtová zmrzlina na dřívku smedem
  amandlemi.
  Pivovar Bernard plánuje otevření
  svého druhého vlastního Bernard Baru vPraze
  achystá první Pub na Slovensku. Firma prak
  -
  tikuje tzv.„měkkou franšízu“, kdy má majitel
  volnost vrozvíjení konceptu vduchu motta
  pivovaru „Vlastní cestou“. První Pub byl otevřen
  vbřeznu 2012 aaktuálně funguje šest provozo
  -
  ven vPraze ajedna ve Zlíně. Menší formát, Ber-
  nard Bar, je otevřen zatím jen jeden vOlomouci.
  VÝBĚR ZPRÁV
  REDAKTORKY MAM
  Blogerka roku
  Anna Šulc
  FM Focus_inz_2019_04_24_influenceri_61x85_schody.indd 418.04.19 17:31
  24. dubna
  od
  17.30
  Klub MAM
  Františka Křížka 1
  Praha 7
  Vstupenky na
  www.fmfocus.cz
  FM Focus_inz_2019_04_24_influenceri_61x85_schody.indd 518.04.19 17:31
  Český youtuber
  Kovy
  FM Focus_inz_2019_04_24_influenceri_61x85_schody.indd 618.04.19 17:31
  E -shop Vivantis, který je součástí
  skupiny Mall Group, spustil novou brandovou
  kampaň iredesign webu. Koncept připravil již
  pošesté smarketingovou agenturou Brain One.
  Vkomunikaci navazuje na svou podzimní kam
  -
  paň „Píseň smutných holek“. Právě zní se vrací
  jedna zhlavních protagonistek, herečka Kateřina
  Sedláková. Ve spotu představuje hned čtyři role,
  rozdílná Já jedné ženy. Vivantis spot uzavírá no
  -
  vým sloganem „Unás si vybere každé vaše já“.
  New Age Advertising, prodejce
  reklamy vsíti kin Cinema City, se stal partnerem
  probíhající putovní výstavy Pixar— 30let anima
  -
  ce. Ta dává návštěvníkům možnost nahlédnout
  do vývoje azákulisí animačních technik použi
  -
  tých vprůběhu uplynulých tří dekád. Spoluprá-
  ce zahrnuje marketingové aktivity, které zvou
  diváky kin Cinema City knávštěvě této akce.
  Na pražském Výstavišti Holešovice je putovní
  expozice kvidění do 26.května.
  Albatros Media koupila nakladatel-
  ství Domino, které vydává zejména detektivní
  romány. Koupí rmy Domina, která je už třinác
  -
  tou akvizicí, chce Albatros posílit svou pozici
  vbeletrii pro dospělé. Skupině by to mělo přinést
  zvýšení konsolidovaného ročního obratu na
  přibližně miliardu korun. Součástí transakce je
  dohoda odalším využívání značky Domino.
  Vydavatelství Mafra, které
  nedávno koupilo mediální dům Bauer Media,
  přistoupilo kpersonální reorganizaci. Ke konci
  dubna Etela Lukeš Fiantová jako publisherka
  převezme řízení lifestylových titulů jako Har
  -
  per’sBazaar, Cosmopolitan, televizních aauto-
  -moto titulů. Do působnosti šéfredaktora Miro
  -
  slava Graclíka budou spadat tištěné společenské
  tituly. Ženské tituly, příběhové tituly aKulinární
  studio Mafra zastřeší publisherka Dana Vajglová.
  Mafra Print naopak opustí dosavadní manažeři
  Ivana Sochůrková, Michal Brož aLada Rudovská.
  „Řídíš? Pij nealko pivo,“ apelu-
  je už desátým rokem ve své dopravně bezpeč-
  nostní kampani Český svaz pivovarů asladoven
  (ČSPS). Ve spolupráci sPolicií ČR aoddělením
  BESIP kampaň klade důraz na prevenci alkoholu
  za volantem. Spreventivními hlídkami se lidé
  setkali po celé České republice během velikonoč
  -
  ních svátků, které patří zhlediska nehodovosti
  mezi rizikovější období roku. Vuplynulých devíti
  letech bylo na českých silnicích vrámci osvětové
  kampaně osloveno více než 38 tisíc řidičů, kteří
  byli za své zodpovědné chování za volantem od
  -
  měněni nealkoholickým pivem ajednorázovým
  alkohol testerem.
  Hobbymarket Bauhas testuje
  sagenturou Business Factory efektivnější
  způsob doměřování českých aslovenských
  kampaní vonlinu, ato prostřednictvím nového
  atribučního modelu vGoogle Analytics. Ten
  zohledňuje nejen kliknutí, ale ipouhé zhlédnutí
  reklamy. Business Factory je marketingovým
  partnerem Facebooku ataké Googlu. Díky tomu
  má přístup kzatím neveřejné metodě měření
  brandových kampaní.
  Inzerce
  SCÉNA
  05
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- Strana 31
- Strana 32
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