Strana 4 | Strana 5 | 25/2023 | Marketing & Media

Marketing & Media

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
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  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
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  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
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  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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Marketing & Media 25/2023, Strana 3

Marketing & Media 25/2023, 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

Marketing & Media 25/2023, Strana 5

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