Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
16/2021
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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VLASTNÍ MÉDIAPODPORUJÍ PRODEJEObchodníci se naučilipracovat svlastněnýmimédii. Prohlubují věrnostjejich zákazníků.str. 8–11SPOLEČENSKÉ HRYV PANDEMII USPĚLYPřesun do onlinu hrámpomohl, začali se onězajímat ivelcí obchodníci.Růst tržeb je zřejmý.str. 18–19LOGIKA, NE LÁSKA. COMOTIVUJE NÁKUPY?Milovníky „lovebrands“musím bohužel zklamat,píše Štefan Sarvaš z MarsWrigley a vysvětluje proč.str. 20–22BYZNYS POHÁNÍKULTURAPAVEL KUHN1619. dubna 202199 Kč / 4,90 €Strana 2
objednávejte na chci.mam.cz nebo na tel.: 735 707 420VÝVOJÁŘI 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 €EXTRAVENKOVNÍREKLAMAroční 3 500 Kčdvouleté 6 000 Kčroční 3 500 Kčdvouleté 6 000 Kčroční 5 000 Kčdvouleté 10 000 Kčroční 10 000 Kčdvouleté 20 000 KčVÝVOJÁŘI HERVČESKU 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 202199Kč/ 4,90€EXTRAVENKOVNÍREKLAMAušetřete až14 000 Kčušetřete až34 000 KčDO HOSPODSE VRÁTÍMEDAVIDŠEBERLEtištěný 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 12.04.2021 14:2712.04.2021 14:27Strana 3
Pandemie byla zásadnímkatalyzátorem pro využívánídigitálních technologií ano-vých nástrojů. Pro marketéry topřitom přináší řadu výzev. Podleaktuální studie Gartner přiznalydvě třetiny manažerů problémyspersonalizací. Umělou inteli-genci nebo strojové učení využívástále jen 17 procent marketingo-vých manažerů, ikdyž 84 znichtvrdí, že tyto technologie pomá-hají dodat zákazníkům personali-zovanou reklamu vreálném čase.Ovšem nástup digitalizace taképřinesl větší zájem spotřebitelůoto, jak rmy sjejich daty naklá-dají, stejně jako větší pozornostregulátorů. Podle jedné studieuž pětina zákazníků zamířilake konkurentovi, který má lepšípostoj kotázce sběru dat.Téměř čtvrtina marketérůuvedla, že dodat zákazníkůmpersonalizovaný obsah je nynívelkou výzvou, orok dříve to takvnímalo jen 15 procent znich.Změny trendu souvisejí zejménasomezením cookies třetích stran,které lepší cílení už nyní značněnabourávají. Navíc zdalších stu-dií vyplývá, že globálně 44pro-cent lidí se rádo vzdá personalizo-vaného obsahu, jen aby nemuselosdílet svá data. VUSA číslo činídokonce 57 procent. Vyhrajíznačky, které budou vtéto otázcetransparentní adokáží si udržetdůvěru spotřebitelů.Stále pokračuje kauza ohledněúdajného rasismu hráče SlavieOndřeje Kúdely, která bohuželdobrému jménu Česka vza-hraničí nepřidává. Navíc se doní zapojují další adalší lidé,jako například Vratislav MynářzKanceláře prezidenta repub-liky, který vreakci na trest prohráče poslal ostrý dopis do UEFAasituaci příliš nepomohl. Skotskýprávník „napadeného“ hráče seozval apo prezidentovi požadujeokamžitou omluvu. To bude tedyna Ostrovech dlouhé čekání.Přeji inspirativní čtení!Pavel HejkrlíkredaktorO personalizacilidé nestojíEDITORIALInzerceGREEN 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.czVLASTNĚNÁ MÉDIAMEDIA PLANNINGNÁKUPY PŘES RTB ROSTOUAgentury očekávají další růst investicdo RTB kampaní. Výhodou jeautomatizace alepší cílení.str. 14 –15FIREMNÍ KULTURANEJDE JENOM O OBLÉKÁNÍFiremní kultura pomáhá značkámprocházet změnami, které vedoukvyšším výkonům, říká Pavel Kuhn.str. 12 –13SEGEMENTHRÁM SE V PANDEMII DAŘÍNejlepší prodejní výsledky jsmezaznamenali urodinných her, říkáPavel Prachař ze společnosti Mindok.str. 18 –19VLASTNÍ MÉDIA SE VYPLÁCEJÍZnačky jejich prostřednictvímdoručují důvěryhodný obsah, zvyšujíprodeje aprohlubují vztahy.str. 8 –11Foto na titulní straně: BOHUMIL POSPÍŠILStrana 4
SvodkaLemur — Česká cena za PRhlásí 182 přihlášených projektů,což je meziročně o50 procentvíce. Celkem dorazilo rekordních325 přihlášek. Vyhlášení vítězůsoutěže plánuje Asociace publicrelations na 17.červen.Agentura Proficiorozšiřuje portfolio klientů, nověpracuje pro pojišťovnu Directaplatební instituci Roger.Budějovický Budvarsi vtendru na mediální agenturuvybral Publicis Groupe. Komu-nikační skupina pro jihočeskýpivovar nově zajišťuje nákupaplánování oine ionline médiísdůrazem na data aexibilituinvestic. Vpozici mediální agen-tury střídá Mindshare (GroupM).Bohempia, česká značkaudržitelné módy zkonopí, vstu-puje na slovenský trh. Děje se takpo online rozšíření do USA aJa-ponska, kde otevřela isvůj prvnízahraniční kamenný obchod.Řetězec Albert spustilvěrnostní klub pro všechny zákaz-níky. Můj Albert funguje pouzejako aplikace. (Více kvěrnostnímsystémům vizMAM 14/2021.)Institut RECMA zařadilvreportu Quali -pack agenturuKnowlimits na první místo mezičeskými mediálními agenturamishodnocením „high prole“.Díky uzavřeným tendrům vedeagentura ižebříček Compitches.Česká televize získalapráva na vysílání Evropské liyUEFA aEvropské konferenčníliy UEFA pro další tři sezony.Digimedia, konferenceorozhlasové atelevizní digitaliza-ci amobilní komunikaci, se kvůlipandemii aprodlevě vočkováníposouvá z10.června na 22.září.Agentura PHD zajistíiletos nákup aplánování médiípro řetězec Sportisimo. Ten aktu-álně expanduje azároveň zvětšujevizibilitu na stávajících trzích.VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIAMarek Španělvlastníkem EchaNovým majoritním vlastníkemspolečnosti Echo Media sestal spoluzakladatel předníhočeského herního studia BohemiaInteractive Marek Španěl. Větši-nový podíl odkoupil od RudolfaOvčařího, který byl dosavad-ním majitelem, výše transakcenebyla zveřejněna. Loni přitomvEchu Ovčaří spustil projekt,kdy po odkoupení podílu od JanaKlenora vložil 51 procent akciído nadace achtěl zpředplatitelůEcha udělat akcionáře azajistittím dlouhodobé stabilní nanco-vání. Jak se projektu dařilo, neníjasné, Echo má přibližně 13,5tisíce předplatitelů. Nynější vstupsilného investora (Bohemia Inte-ractive loni utržila 1,6 miliardykorun, navíc prodala minoritnípodíl čínskému gigantu Tencent),však stabilitu přinese. Do čelavydavatelství se po majetkovýchpřesunech opět postaví zakla-datel ašéfredaktor Echa DaliborBalšínek, který se stane předse-dou představenstva ataké opětakcionářem vydavatelství.ShopRokuvyhrálLidl -shop.czVtradiční soutěži, kterou od roku2009 vyhlašuje nákupní rádceHeuereka, se ve třech kategoriíchoceňují nejkvalitnější anejpo-pulárnější e -shopy na českéminternetu za předchozí rok. Nej-populárnějším podle hlasovánízákazníků se stal Lidl -shop.cz.Svět podle MAMNový vlastník Echa, ShopRokuaForum Media Light na jařeSkupina40poslancůEvropskéhoparlamentuvyzvala Komisike zpřísněnílegislativníhonávrhu, kterýse týká AI, jdejim hlavněobiometriiFoto: BOHEMIA INTERACTIVE04ZPRÁVYStrana 5
Stejnou cenu získal ina Sloven-sku. Nejkvalitnějším dle recenzíahodnocení, absolutním vítězemCeny kvality, je prodejce outdoo-rového vybavení 4camping.cz.Mezi dalšími vítězi Cenykvality se objevily napří-klad e -shop palmknihy.cz,spokojenypes.cz, notino.cz neboe -kondomy.cz. „Letos se námsešlo přes 1200e -shopů, avybratjich jen pár bylo nesmírně obtíž-né,“ uvedl ředitel Heureky TomášBraverman. Prvenství vCeněHeureky si odnáší e -shop Scuk.cz.Publicis hlásíorganický růstSíť Publicis Groupe dosáhlaza první čtvrtletí tržeb takřka2,4miliardy eur. Zpohledureportovaných výsledků jde siceopokles 3,6procenta, skupina alehlásí organický růst (pokračujícíoperace, bez kurzových změn)tržeb o2,8procenta.Očekávání výsledky překonalypředevším díky výkonu ame-rického aasijského trhu. CEOskupiny Arthur Sadoun pak takéchválil získávání nového byznysuavypíchl zajišťování médií proL’Oréal vČíně, globální kreativupro Inniti či datové služby proAB InBev. Zpohledu regionů sePublicisu nejlépe vede vUSA,odkud má 60 procent tržeb.Mezi obory se nejlépe daří péčiozdraví, která přidala 24 procentaroste čtvrtý kvartál za sebou.Kampaň za20 milionůBonami, prodejce nábytkuapotřeb pro domácnost azahra-du, minulý týden odstartovalrozsáhlou televizní kampaň napodporu povědomí označcevČeské republice, na SlovenskuavMaďarsku.Spoty odélce 20 a25sekundpoběží vČesku na kanálechtelevizí Nova aPrima ana You-Tube. Mediální budget přesáhldohromady 20 milionů korun.„Sohledem na nárůst času stráve-ného utelevize ana internetujsme letos zcela vynechali oinekanály,“ říká brand manažerkaBonami Lucie Šuláková.Kampaň tvoří tři kreativy,které jsou zaměřeny na klíčovémístnosti: obývací pokoj, jídelnualožnici. Samotný sortimentainspirace jsou hlavníminarativy kampaně, jejímž cílemje předvést šíři arozmanitostnabídky produktů asoučasněinspirovat apovzbudit zákazníkyvjejich vlastní cestě kvysněnémubydlení.„Bydlete podle sebe“ je pomysl-ným leitmotivem všech tří spotů,znichž jako první uvidí divácivČeské republice, Slovensku aMa-ďarsku ten snázvem Obývák.„Spoty jsou záměrně jednodu-ché aukazují konkrétní produktyvrůzných provedeních tak, abysi lidé mohli představit aposlé-ze sami sestavit to své doma,“dodává Šuláková. Upřesňuje, žekampaň Bonami vznikla vinter-ním kreativním týmu apoběží dokonce června.Jarní bonus:Forum MediaLight v květnuIpřes nepřízeň vpodobě vlád-ních opatření se na jaře konfe-rence věnovaná marketingu,reklamě amédiím uskuteční.Pod názvem Forum Media Lightproběhne 12.května kompletněonline jako „teaser“ velké pod-zimní akce. Pořadatelé ařečnícivás provedou světem komerčníkomunikace vkontextu pande-mického roku, podělí se svámioaktuální postřehy apřekvapivázjištění ze své praxe. Bez ohleduna krizi, kterou jsme zažili, nebomožná díky ní, přišel kreativníimediální průmysl vuplynulémroce smyšlenkami astrategiemi,jež obor mění astanou se znichdlouhodobé trendy. Ve speciál-ních bonusových jarních před-náškách vám je představí SamTatam zbritské Ogilvy Consul-ting, zabývající se aplikací behavi-orálních věd, Simon Cook, ředitelfestivalu Canes Lions, EmilyPeet, ředitelka Research & De-sign vRockland Dutton vUSA.Zahraniční řečníky doplní češtíodborníci. Vystoupí Tereza Báčo-vá, ředitelka rozvoje amediálníkomunikace agentury MediaPlusadvojce zvedení společnostiNielsen Admosphere— Tereza Ši-mečková aTomáš Hynčica. Lonizakoupené vstupenky zůstávajívplatnosti. Všechny informacejsou na www. forummedia.cz.Foto: BONAMIInzerceZPRÁVYStrana 6
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