Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

25/2023

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

    RIZIKO DNES MUSÍTE
    ŘÍDIT VEŘEJNĚ
    Sociální média změnila
    krizovou komunikaci,
    říká v rozhovoru profesor
    Timothy Coombs.
    str. 6–7
    STRUČNÝ AI SLOVNÍK
    PRO MARKETÉRY
    Bariérou rozšíření AI do
    našich oborů je neznalost
    pojmů. Vysvětlujeme
    proto ty nejdůležitější.
    str. 8–19
    O PENĚZÍCH AŽ
    V PRVNÍ ŘADĚ
    Co spojuje témata
    terestrického TV vysílání,
    streamovacích služeb
    adigitálního rozhlasu?
    str. 22–23
    ZBAVME DESIGN
    POZLÁTKA
    LUMÍR
    KAJNAR
    25
    19. června 2023
    125 Kč / 5,94 €
    ISSN 1212-9496

  • Strana 2

    forummedia.cz mam.cz
    Kdo a co hýbe světem marketingu,
    komunikace a médií
    Rezervujte si své místo ještě dnes!
    Vstupenky Early Bird za 9 500 Kč bez DPH v prodeji jen do 30. června 2023.
    FORUM
    MEDIA
    Pořadatelé
    aodborní partneři:
    20
    23
    FM_inz_MAM_210x280_early_birds_2023.indd 1FM_inz_MAM_210x280_early_birds_2023.indd 1 02.06.2023 10:5202.06.2023 10:52

  • Strana 3

    Vprůběhu let už prošla umělá
    inteligence několika různými
    obdobími popularity, nadšení,
    ale iveřejného nezájmu. Ani
    osoučasném „hypu“ nelze říct,
    že už tady vnějaké podobě nebyl.
    Ti zvás, jen otrošku starší než
    příslušníci generace Z, si určitě
    vzpomenout na údiv, jaký svět za-
    žil vroce 2012. Počítačové vidění
    zaznamenalo do té doby — lze říci
    od chvíle vynálezu počítače —
    největší průlom. Algoritmus Alex-
    Net už se nespoléhal na „ručně
    vytvořené“ funkce, ale na něco,
    čemu se říkalo neuronové sítě.
    Další obří vlna zájmu oumělou
    inteligenci zaplavila svět vroce
    2015. Postarala se oni výhra
    modelu AlphaGo vtradiční čínské
    stolní hře Go nad člověkem.
    Aktuálně dochází kdalšímu
    zvratu — voblasti zpracování
    přirozeného jazyka. Od před-
    chozích vln zájmu se ale tato liší.
    Svým obecným rozšířením. Díky
    ChatGPT se „umění“ AI dostalo
    doslova kcelé populaci apostup-
    ně vnašem okolí ubývá těch,
    kteří alespoň jednou nezkusili
    napsat nějaký ten prompt. Navíc
    každý den přibude hned několik
    aplikací na cokoli si jen předsta-
    víte. Ato jsme teprve na začátku.
    Obor běží kupředu zběsile rychle
    avelice jednoduše se může stát,
    že ti, co jej pohánějí, začnou být
    pro ostatní nesrozumitelní. Při-
    tom vzájemné pochopení aspo-
    lečný jazyk vtýmech jsou zásadní
    pro to, aby mohly vzniknout
    třeba vmarketingu smysluplné
    strategie či přijatelné úrovně per-
    sonalizace, ale také etické cesty
    kdosažení růstu či prosazení
    cílů. Abychom přispěli kporozu-
    mění, vytvořili jsme vMAM pro
    aktuální vydání stručný slovník
    AI. Některé výrazy budou pro ně-
    koho nové, jiné staré známé ob-
    lasti. Vždy záleží na tom, na jaké
    „straně barikády“ právě jste. Pro
    markeťáky avýzkumníky bude
    „denním chlebem“ statistika,
    kreativci budou zase blíže počíta-
    čovému vidění. Určitě ale stojí za
    to vše si alespoň připomenout
    Radana Čechová
    šéfredaktorka
    Dobré je vědět,
    o čem je řeč
    EDITORIAL
    portal.lurity.com
    www.lurity.com
    • síť 500 nejmodernějších
    digitálních obrazovek
    • 50 obchodních center
    ve 3 zemích
    • vlastní plánovací software
    • spuštění kampaně do 20 min
    cz print 210x99.indd 2cz print 210x99.indd 2 12/06/2023 13:5412/06/2023 13:54
    Inzerce
    LEMUR 2023 ZNÁ VÍTĚZE
    Cenu nejvyšší na oborové soutěži
    získal Tipsport, zagentur má nejvíce
    cen Svengali Communications.
    str. 28 –31
    VYDAVATELÉ DOUFAJÍ: TENHLE
    BOJ UŽ NEMŮŽEME ZTRATIT
    Hrozba, nebo příležitost? Evropští
    vydavatelé věří, že jim AI pomůže.
    str. 24–26
    APPLE SE DRŽÍ NA ŠPICI
    Žebříček nejhodnotnějších značek
    světa Kantar BrandZ se nesl ve
    znamení poklesů, zamíchaly pořadím.
    str. 32 –33
    STRUČNÝ SLOVNÍK AI
    88 pojmů, které by měl znát každý
    marketér, jenž chce rozumět tomu,
    když se mluví o umělé inteligenci.
    str. 8 –19
    Foto na titulní straně: BOHUMIL POSPÍŠIL
    SLOVNÍKKOMUNITA MÉDI A A TRHZADAVATELÉ A ZNAČKY

  • Strana 4

    04
    Svodka
    ČSSD se na stranickém sjezdu
    během druhého červnového ví-
    kendu přejmenovala na Sociální
    demokracii snovou zkratkou
    Socdem. Rebranding, jenž měla
    na starosti agentura Konektor
    Digital, přinesl inový slogan
    „Lidskost místo sobectví“ alogo.
    Jeho autorem je gracký designér
    Vladimír Trčka, jde oabstraktní
    tvar okvětního lístku. Základní
    barvy identity jsou nově cihlová,
    bílá ačerná.
    PR Klub během shromáždění
    členů potvrdil stávající vedení
    včele sPavlem Vlčkem. Oborová
    organizace také během prvních
    pěti měsíců přijala 29 nových
    institucionálních členů.
    Czech Media Invest
    Daniela Křetínského, Patrika Tká-
    če aRomana Korbačky koupila
    45procent ve rmě Loopsider,
    která produkuje zpravodajská
    videa. Začlení se do CMI France,
    jež vydává Elle či Marianne.
    Ecomail, česká platforma na
    odesílání e-mailů, zařadila do
    nabídky nástroje AI, jimiž chce
    zjednodušit tvorbu newsletterů.
    Plánuje ipřechod na ChatGPT 4.
    TV Nova zavedla nový claim
    pro Televizní noviny „Žijeme
    svámi“. Změnu podporuje
    kampaní se spoty, OOH formáty
    vPraze aregionech, nechybí ani
    online, print asociální sítě.
    Kia Czech zahájila spoluprá-
    ci sherním portálem TryHard.
    cz ahistoricky nejúspěšnější
    česko-slovenskou organizací
    eSuba. Cílem je podpořit, rozvíjet
    aedukovat hráčskou komunitu.
    Lokni, startup nabízející chytré
    ltrační systémy na kohoutkovou
    vodu, si na zajištění PR vybral FYI
    Prague. Sjejí pomocí chce mimo
    jiné rozšířit své automaty zuniver-
    zit do dalších institucí.
    Foodora po rebrendingu
    zDáme jídlo spustila kampaň
    sheslem „Protože chci!“. Interní
    koncept se spomocí mediálky
    Mindsquared objevuje vTV, OOH
    ina internetu. Oproti jiným mě-
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Cannes Lions
    odstartoval
    Festival kreativity Cannes Lions
    odstartoval vpondělí 19.června
    apotrvá až do pátku 23.červ-
    na. Odění na festivalu přímo
    zmísta průběžně informujeme
    na mam.cz, Cannes Lions bude
    též věnováno dvojčíslo Marke-
    ting & Media, které vyjde vpon-
    dělí 26.června.
    Pořadatelé festivalu už také
    oznámili, že do soutěže Cannes
    Lions dorazilo celkem 26992 při-
    hlášek, meziročně ošest procent
    více. ZČeska jich agentury posla-
    ly 30, sousední Slovensko vyslalo
    17prací. Celkově je největší zájem
    okategorie Brand Experien-
    ce & Activation, Direct, Outdoor
    aFilm. Tuzemské agentury mají
    nejvíce želízek vohni vkatego-
    riích Media, PR aBrand Experi-
    ence & Activation. Letos nová
    kategorie Entertainment Lions
    for Gaming má 609 přihlášek,
    ztoho dvě zČeska.
    Wired letos
    vstoupí na trh
    Časopis Wired dostane česko-
    slovenskou mutaci díky licenční
    smlouvě Condé Nast aspoleč-
    nosti Czechoslovak Media, za níž
    stojí novinář amediální manažer
    Michal Kučera apodnikatel
    ainvestor Zbyněk Dráb. „Náš
    region je plný mimořádně talen-
    tovaných lidí apozoruhodných
    rem. Cílem české aslovenské
    edice časopisu Wired je přinášet
    globální pohled, podporovat
    propojení nejdynamičtějších
    místních lidí sneustále se měnící
    Svět podle MAM
    Cannes Lions odstartoval, chystá se místní
    Wired aznáme nejlepší podcasty
    Jen 15 procent
    „assetů“ značky
    je skutečně
    distinktivních,
    ukázala studie
    Ipsos aJones
    Knowles Ritchie.
    Nejlépe jsou na
    tom produkty,
    nejhůře slogany
    Zdroj: CANNES LIONS
    ZPRÁVY

  • Strana 5

    05
    mezinárodní technologickou
    scénou apozitivně ovlivňovat náš
    region,“ uvedl vtiskové zprávě
    CEO apublisher časopisu Wired
    Czech Republic and Slovakia Mi-
    chal Kučera. Dodal, že vydání cílí
    na sezonu podzim/zima aredakč-
    ní tým představí vnásledujících
    měsících.
    Podcasty roku
    oceněny
    Vpátém ročníku ankety Podcast
    roku překonal počet hlasujících
    zřad veřejnosti hranici 100 tisíc
    lidí. Ito podle pořadatelů doka-
    zuje rostoucí oblibu podcastů
    vČesku. „Hlavní důvody vidíme
    vtom, že vznikají podcasty,
    které necílí jen na mainstream,
    ale naopak si autoři aautorky
    vybírají iokrajová témata,“ uvedl
    mimo jiné Lubor Zoufal, který
    má na starosti digitální produkty
    ve společnosti Active Radio, jež
    anketu vymyslela.
    Absolutní vítězství vanketě
    aprvní místo vkategorii True
    crime obhájil podcast Opravdové
    zločiny někdejších moderátorek
    Evropy 2 Lucie Bechynkové
    aBarbory Krčmové. Vdalších
    kategoriích se na prvních místech
    umístily pořady Vlevo dole za
    Zpravodajství apublicistiku, Host
    Lucie Výborné jako talk show, Kri-
    minálka vkategorii veřejnopráv-
    ní, za zábavu Hype-Cast, životní
    styl azdraví ovládl Brain We Are
    CZ; mezi vzdělávacími uspěla
    Hodina dějepichu, za sport Kudy
    běží zajíc avkategorii byznys
    pořad Ve vatě. Jako nejlepší Objev
    roku porota ocenila podcast Pod
    svícnem. (Více na mam.cz)
    ADC*E se spojí
    s One Club
    Evropská síť 22 kreativních klubů
    ADC*E, jejíž součástí je ičeský
    Art directors club, se spojuje
    sglobální organizací The One Club
    for Creativity, která mimo jiné
    pořádá soutěže The One Show,
    ADC Annual Awards, Young Guns
    či Creative Week. Vzniká tak krea-
    tivní komunita čítající 9100členů,
    jednotlivců irem, ze 74zemí
    světa za účelem podpory kreativi-
    ty. Vítězové ADCE Award budou
    začleněni do globálního žebříčku
    The One Club’sGlobal Creative
    Rankings, který se tak stane nejvý-
    znamnějším žebříčkem agentur,
    značek, práce akreativních profe-
    sionálů voboru.
    Struktura členství aprogramy
    organizací zůstanou zachovány,
    nové výhody se začlení podle
    toho, jak se budou společně vyví-
    jet nové programy. „Jako silný za-
    stánce síly pospolitosti arozmani-
    tosti, která je zakořeněna vDNA
    Evropy, jsem více než nadšený,
    že díky partnerství sThe One
    Club můžeme evropské kreativitě
    poskytnout ještě významnější
    globální scénu,“ řekl Alexander
    Schill, prezident ADCE aglobální
    CCO skupiny Serviceplan.
    sícům rma navýšila rozpočet
    na marketing až čtyřnásobně.
    Palírna UZeleného stromu,
    která letos slaví 505 let od
    založení, během prvního čtvr-
    letí zvýšila obrat o48 milionů
    korun. Až pětinu svých příjmů
    investuje zpět do marketingu.
    Adform, globální reklamní
    platforma, vykázala za rok
    2022 rekordní výsledky, když
    obrat přesáhl hranici 92 mili-
    onů euro. Letos chce urychlit
    investice do společnosti apři-
    jmout dalších 100 lidí.
    Amundsen vypustila na
    trh novou letní edici vodky
    setiketami navrženými AI.
    Distirbutor Stock Plzeň-Božkov
    na etiketách spolupracoval
    sagenturou Fiala-Šebek.
    Sodexo Benefity se
    mění na Pluxee. Nová značka
    rmy poskytující zaměstna-
    necké benety vytvořená
    sConran Design Group skupi-
    ny Havas se od srpna do konce
    roku zavede na všech 31 trzích,
    kde rma působí.
    Hell Energy, značka
    energetických drinků, spustila
    kampaň, vníž tvář Bruce Willi-
    se střídají „hrdinové všedních
    dnů“. Komunikace se objeví na
    50 trzích včetně Česka.
    ZPRÁVY
    Inzerce
    Na červnové konferenci Sklik Expert fórum jsme
    představili novinku, po které naši inzerenti už
    delší dobu volali. Jde o Lookalike cílení, které
    vám umožní zvýšit zásah kampaní v obsahové síti
    Skliku, a tím získat nové zákazníky.
    Jak Lookalike funguje? Už
    z názvu je zřejmé, že s ním mů-
    žete v online prostoru oslovit
    uživatele vykazující podobné
    vzorce chování jako lidé, kteří
    už navštívili váš web. Abyste
    Lookalike cílení mohli ve svých
    kampaních využívat, stačí mít
    na webu nasazené retargetin-
    gové kódy Skliku.
    Výběr vhodných uživatelů
    zajišťují pokročilé algoritmy
    strojového učení. To zna-
    mená, že s Lookalike cíle-
    ním zasáhnete potenciální
    zákazníky, u nichž je vyšší
    pravděpodobnost, že budou
    mít o vaše produkty nebo
    služby větší zájem. Vše si
    navíc jednoduše aktivujete
    v přehledném uživatelském
    rozhraní Skliku.
    JAK DOPADLO
    TESTOVÁNÍ?
    Novinku jsme sice spustili
    teprve před pár dny, ale v po-
    sledních měsících jsme cílení
    testovali s bezmála 150 klienty
    a více než 20 agenturami.
    Chtěli jsme zjistit, jak se Look-
    alike osvědčí v praxi, získat
    zpětnou vazbu od zapojených
    klientů a agentur a samo-
    zřejmě také vyladit případné
    nedostatky.
    Klienty, kteří se zapojili
    do testování, jsme záměrně
    vybírali tak, aby pocházeli
    z různých oborů. Chtěli jsme si
    tak ověřit, jak bude Lookalike
    cílení fungovat napříč odlišný-
    mi segmenty trhu.
    Z testu agentury Publi-
    cis vyplynulo, že Lookalike
    cílení zvyšuje proklikovost
    (CTR). Vyšší CTR, konkrétně
    o 21 procent, agentura zazna-
    menala u pěti ze šesti klientů,
    a to díky oslovení relevant-
    nějších uživatelů. Ukázalo se
    také, že u Lookalike byla v po-
    rovnání se zájmovým cílením
    nižší míra opuštění webu.
    Chcete i vy oslovit nové
    zákazníky pomocí Lookalike?
    Ozvěte se nám, rádi vám nové
    cílení blíže představíme.
    Lookalike cílení:
    oslovte nové
    zákazníky
    s novinkou v Skliku
    Nejaktuálnější informace o novinkách Seznamu
    najdete na blog.seznam.cz.
    Jakub Novotný
    Seznam.cz
    JAKUB NOVOTNÝ

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  • Strana 40

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