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.

  • Strana 1

    VLASTNÍ MÉDIA
    PODPORUJÍ PRODEJE
    Obchodníci se naučili
    pracovat svlastněnými
    médii. Prohlubují věrnost
    jejich zákazníků.
    str. 8–11
    SPOLEČENSKÉ HRY
    V PANDEMII USPĚLY
    Přesun do onlinu hrám
    pomohl, začali se oně
    zajímat ivelcí obchodníci.
    Růst tržeb je zřejmý.
    str. 18–19
    LOGIKA, NE LÁSKA. CO
    MOTIVUJE NÁKUPY?
    Milovníky „lovebrands“
    musím bohužel zklamat,
    píše Štefan Sarvaš z Mars
    Wrigley a vysvětluje proč.
    str. 20–22
    BYZNYS POHÁNÍ
    KULTURA
    PAVEL KUHN
    16
    19. dubna 2021
    99 Kč / 4,90
  • Strana 2

    objednávejte na chci.mam.cz nebo na tel.: 735 707 420
    VÝVOJÁŘI HER
    V ČESKU ROSTOU
    Hraní během pandemie
    táhne. Jak se snaží
    marketingový potenciál
    využít tuzemští tvůrci?
    str. 8–11
    ŠŤOUCHANCE, CO
    ČESKO MINULY
    Využití „nudge units“
    během pandemie by
    pomohlo zachránit tisíce
    životů.
    str. 16–17
    OOH LETOS POMOHOU
    KAMPANĚ K VOLBÁM
    Venkovní reklama
    zůstává nejpostiženějším
    segmentem. Na podzim
    sektor oživí kampaně.
    str. 20–23
    DO HOSPOD
    SE VRÁTÍME
    DAVID
    ŠEBERLE
    15
    12. dubna 2021
    99 / 4,90
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    VÝVOJÁŘI HER
    V
    ČESKU ROSTOU
    Hraní během pandemie
    táhne. Jak se snaží
    marketingový potenciál
    využít tuzemští tvůrci?
    str.
    8–11
    ČESKO MINULY
    Využití „nudge units“
    během pandemie by
    pomohlo zachránit tisíce
    životů.
    str.
    16–17
    OOH LETOS POMOHOU
    KAMPANĚ K VOLBÁM
    Venkovní reklama
    zůstává nejpostiženějším
    segmentem. Na podzim
    sektor oživí kampaně.
    str.
    20–23
    DO HOSPOD
    SE VTÍME
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    MAM_inz_predplatne_210x280_MAM_2021.indd 1MAM_inz_predplatne_210x280_MAM_2021.indd 1 12.04.2021 14:2712.04.2021 14:27
  • Strana 3

    Pandemie byla zásadním
    katalyzátorem pro využívání
    digitálních technologií ano-
    vých nástrojů. Pro marketéry to
    itom přináší řadu výzev. Podle
    aktuální studie Gartner přiznaly
    dvě třetiny manažerů problémy
    spersonalizací. Umělou inteli-
    genci nebo strojové učení vyívá
    stále jen 17 procent marketingo-
    vých manaže, ikdyž 84 znich
    tvrdí, že tyto technologie pomá-
    hají dodat zákazníkům personali-
    zovanou reklamu vreálném čase.
    Ovšem nástup digitalizace ta
    inesl větší zájem spotřebite
    oto, jak rmy sjejich daty naklá-
    dají, stejně jako větší pozornost
    regulátorů. Podle jedné studie
    už pětina zákazků zamířila
    ke konkurentovi, který má lepší
    postoj kotázce sběru dat.
    Téměř čtvrtina marketé
    uvedla, že dodat zákazním
    personalizovaný obsah je nyní
    velkou výzvou, orok dříve to tak
    vmalo jen 15 procent znich.
    Změny trendu souvisejí zejména
    somezem cookies třetích stran,
    které lepší cílení už nyní značně
    nabourávají. Navíc zdaích stu-
    dií vyplý, že globálně 44pro-
    cent lidí se rádo vzdá personalizo-
    vaného obsahu, jen aby nemuselo
    sdílet svá data. VUSA číslo či
    dokonce 57 procent. Vyhrají
    znky, které budou vtéto otázce
    transparentní adokáží si udet
    důvěru spotřebitelů.
    Stále pokruje kauza ohled
    údajného rasismu hráče Slavie
    Ondřeje Kúdely, která bohužel
    dobrému jménu Česka vza-
    hraní nepřidává. Navíc se do
    ní zapojují další adalší lidé,
    jako například Vratislav Myř
    zKanceláře prezidenta repub-
    liky, který vreakci na trest pro
    hráče poslal ostrý dopis do UEFA
    asituaci příliš nepomohl. Skotský
    právník „napadeného“ hráče se
    ozval apo prezidentovi požaduje
    okamžitou omluvu. To bude tedy
    na Ostrovech dlouhé čekání.
    Přeji inspirativní čtení!
    Pavel Hejkrlík
    redaktor
    O personalizaci
    lidé nestojí
    EDITORIAL
    Inzerce
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    VLASTNĚNÁ MÉDIAMEDIA PLANNING
    NÁKUPY PŘES RTB ROSTOU
    Agentury očekávají další růst investic
    do RTB kampaní. Výhodou je
    automatizace alepší cílení.
    str. 14 –15
    FIREMNÍ KULTURA
    NEJDE JENOM O OBLÉKÁNÍ
    Firemní kultura pomáhá značkám
    procházet změnami, které vedou
    kvyšším výkonům, říká Pavel Kuhn.
    str. 12 –13
    SEGEMENT
    HRÁM SE V PANDEMII DAŘÍ
    Nejlepší prodejní výsledky jsme
    zaznamenali urodinných her, říká
    Pavel Prachař ze společnosti Mindok.
    str. 18 –19
    VLASTNÍ MÉDIA SE VYPLÁCEJÍ
    Značky jejich prostřednictvím
    doručují důvěryhodný obsah, zvyšují
    prodeje aprohlubují vztahy.
    str. 8 –11
    Foto na titulní straně: BOHUMIL POSPÍŠIL
  • Strana 4

    Svodka
    Lemur — Česká cena za PR
    hlásí 182 přihšených projektů,
    což je meziročně o50 procent
    více. Celkem dorazilo rekordních
    325 přihlášek. Vyhlášení vítězů
    soutěže plánuje Asociace public
    relations na 17.červen.
    Agentura Proficio
    rozšuje portfolio klientů, nově
    pracuje pro pojišťovnu Direct
    aplatební instituci Roger.
    Budějovický Budvar
    si vtendru na medlní agenturu
    vybral Publicis Groupe. Komu-
    nikační skupina pro jihočeský
    pivovar nově zajišťuje nákup
    aplánování oine ionline médií
    srazem na data aexibilitu
    investic. Vpozici medlní agen-
    tury sídá Mindshare (GroupM).
    Bohempia, česká značka
    udržitelné módy zkonopí, vstu-
    puje na slovenský trh. Děje se tak
    po online rozšíření do USA aJa-
    ponska, kde otevřela isvůj první
    zahraniční kamenný obchod.
    Řetězec Albert spustil
    věrnostní klub pro všechny zákaz-
    ky. Můj Albert funguje pouze
    jako aplikace. (Více kvěrnostním
    systémům vizMAM 14/2021.)
    Institut RECMA zařadil
    vreportu Quali -pack agenturu
    Knowlimits na první místo mezi
    českými mediálními agenturami
    shodnocením „high prole“.
    ky uzavřeným tendm vede
    agentura ižebříček Compitches.
    Česká televize skala
    práva na vyní Evropské liy
    UEFA aEvropské konferenč
    liy UEFA pro další tři sezony.
    Digimedia, konference
    orozhlasové atelevizní digitaliza-
    ci amobilní komunikaci, se kvůli
    pandemii aprodlevě vočkování
    posouvá z10.června na 22.září.
    Agentura PHD zajistí
    iletos nákup aplánování méd
    pro řetězec Sportisimo. Ten aktu-
    álně expanduje aroveň zvětšuje
    vizibilitu na stávajících trzích.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Marek Španěl
    vlastníkem Echa
    Novým majoritním vlastníkem
    společnosti Echo Media se
    stal spoluzakladatel předního
    českého herho studia Bohemia
    Interactive Marek Španěl. Větši-
    nový pol odkoupil od Rudolfa
    Ovčařího, který byl dosavad-
    m majitelem, výše transakce
    nebyla zveřejněna. Loni přitom
    vEchu Ovčí spustil projekt,
    kdy po odkoupení podílu od Jana
    Klenora vložil 51 procent akcií
    do nadace achtěl zpředplatitelů
    Echa udělat akcionáře azajistit
    m dlouhodobé stabilní nanco-
    ní. Jak se projektu dařilo, není
    jasné, Echo má přibližně 13,5
    tisíce předplatitelů. Nynější vstup
    silného investora (Bohemia Inte-
    ractive loni utržila 1,6 miliardy
    korun, navíc prodala minorit
    podíl čínskému gigantu Tencent),
    ak stabilitu přinese. Do čela
    vydavatelství se po majetkových
    přesunech opět postaví zakla-
    datel ašéfredaktor Echa Dalibor
    Balšínek, který se stane předse-
    dou představenstva ataké opět
    akcionářem vydavatelství.
    ShopRoku
    vyhrál
    Lidl -shop.cz
    Vtradiční soutěži, kterou od roku
    2009 vyhlašuje nákupní rádce
    Heuereka, se ve třech kategoriích
    oceňují nejkvalitnější anejpo-
    pulárnější e -shopy na českém
    internetu za předchozí rok. Nej-
    popurnějším podle hlasová
    kazníků se stal Lidl -shop.cz.
    Svět podle MAM
    Nový vlastník Echa, ShopRoku
    aForum Media Light na jaře
    Skupina
    40poslanců
    Evropského
    parlamentu
    vyzvala Komisi
    ke zpřísní
    legislativního
    návrhu, který
    se týká AI, jde
    jim hlav
    obiometrii
    Foto: BOHEMIA INTERACTIVE
    04
    ZPRÁVY
  • Strana 5

    Stejnou cenu získal ina Sloven-
    sku. Nejkvalitnějším dle recenzí
    ahodnocení, absolutm vítězem
    Ceny kvality, je prodejce outdoo-
    rového vybavení 4camping.cz.
    Mezi daími vítězi Ceny
    kvality se objevily napří-
    klad e -shop palmknihy.cz,
    spokojenypes.cz, notino.cz nebo
    e -kondomy.cz. „Letos se nám
    sešlo přes 1200e -shopů, avybrat
    jich jen pár bylo nesmírně obtíž-
    né,“ uvedl ředitel Heureky Tomáš
    Braverman. Prvenství vCeně
    Heureky si odší e -shop Scuk.cz.
    Publicis hlásí
    organický růst
    Síť Publicis Groupe dosáhla
    za první čtvrtletí tržeb takřka
    2,4miliardy eur. Zpohledu
    reportovaných výsledků jde sice
    opokles 3,6procenta, skupina ale
    hlásí organický růst (pokračující
    operace, bez kurzových změn)
    tržeb o2,8procenta.
    Očekávání výsledky překonaly
    především díky výkonu ame-
    rického aasijského trhu. CEO
    skupiny Arthur Sadoun pak ta
    chválil získávání nového byznysu
    avypíchl zajišťování médií pro
    L’Oréal vČíně, glolní kreativu
    pro Inniti či datové služby pro
    AB InBev. Zpohledu regionů se
    Publicisu nejlépe vede vUSA,
    odkud má 60 procent teb.
    Mezi obory se nejlépe dí péči
    ozdraví, která přidala 24 procent
    aroste čtvrtý kvartál za sebou.
    Kampaň za
    20 milionů
    Bonami, prodejce nábytku
    apotřeb pro domácnost azahra-
    du, minulý týden odstartoval
    rozsáhlou televizní kampaň na
    podporu povědomí označce
    vČeské republice, na Slovensku
    avMaďarsku.
    Spoty odélce 20 a25sekund
    poběží vČesku na kalech
    televizí Nova aPrima ana You-
    Tube. Mediální budget přehl
    dohromady 20 milionů korun.
    „Sohledem na nárůst času stráve-
    ného utelevize ana internetu
    jsme letos zcela vynechali oine
    kanály,“ říká brand manažerka
    Bonami Lucie Šuková.
    Kampaň tvoří tři kreativy,
    které jsou zaměřeny na klíčové
    stnosti: obývací pokoj, jídelnu
    aložnici. Samotný sortiment
    ainspirace jsou hlavmi
    narativy kampaně, jejímž cílem
    je předvést šíři arozmanitost
    nabídky produktů asoučasně
    inspirovat apovzbudit zákazníky
    vjejich vlastní cestě kvysněnému
    bydlení.
    „Bydlete podle sebe“ je pomysl-
    m leitmotivem všech tří spotů,
    znichž jako první uvidí diváci
    vČeské republice, Slovensku aMa-
    ďarsku ten snázvem Ovák.
    „Spoty jsou záměrně jednodu-
    ché aukazují konktní produkty
    vrůzných provedeních tak, aby
    si lidé mohli představit aposlé-
    ze sami sestavit to své doma,
    dodává Šuková. Upřesňuje, že
    kampaň Bonami vznikla vinter-
    m kreativním týmu apoběží do
    konce června.
    Jarní bonus:
    Forum Media
    Light v květnu
    Ipřes nepřízeň vpodobě vlád-
    ních opatření se na jaře konfe-
    rence věnovaná marketingu,
    reklamě amédiím uskuteční.
    Pod názvem Forum Media Light
    proběhne 12.ktna komplet
    online jako „teaser“ velké pod-
    zimní akce. Pořadatelé ařečníci
    s provedou světem komerč
    komunikace vkontextu pande-
    mického roku, podělí se svámi
    oaktlní postřehy apřekvapivá
    zjištění ze své praxe. Bez ohledu
    na krizi, kterou jsme zažili, nebo
    možná díky ní, přišel kreativní
    imedlní průmysl vuplynulém
    roce smyšlenkami astrategiemi,
    jež obor mění astanou se znich
    dlouhodobé trendy. Ve specl-
    ních bonusových jarních před-
    škách vám je představí Sam
    Tatam zbritské Ogilvy Consul-
    ting, zabývající se aplikací behavi-
    orálních věd, Simon Cook, ředitel
    festivalu Canes Lions, Emily
    Peet, ředitelka Research & De-
    sign vRockland Dutton vUSA.
    Zahraniční řečníky doplní čeští
    odborníci. Vystoupí Tereza Báčo-
    vá, ředitelka rozvoje amedl
    komunikace agentury MediaPlus
    advojce zvedení společnosti
    Nielsen Admosphere— Tereza Ši-
    mečková aTomáš Hyica. Loni
    zakoupené vstupenky zůstávají
    vplatnosti. Všechny informace
    jsou na www. forummedia.cz.
    Foto: BONAMI
    Inzerce
    ZPRÁVY
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