Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

27-28/2022

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

    ANATOMIE EFEKTIVITY
    PODLE WARC
    Snížení rozpočtu na reklamu
    amédia má velké nanční
    následky, varuje nová studie
    představená vCannes.
    str. 6–7
    AGEISMUS PŘI NÁBORU
    SE FIRMÁM VYMSTÍ
    Generace 50+ pomáhá
    růstu byznysu. Prospěje
    též oddělením marketingu
    aagenturám.
    str. 8–11
    VŮČI DEZINFORMACÍM
    JSME ZRANITELNÍ
    Stát kolem dezinformací
    stále opatrně přešlapuje.
    Politikům chybí vůle kakci
    iodborné znalosti.
    str. 14–15
    DOBÍHÁME
    UJÍŽDĚJÍCÍ VLAK
    HELENA
    BEZDĚK
    FRAŇKOVÁ
    27–28
    4. července 2022
    99 Kč / 4,90 €

  • Strana 2

    JAN MÍKA
    Zástupce ředitele
    technicko-provozní
    správy ND
    GARANTOVANÁ ÚSPORA ZA 10 LET:
    84
    MIL. KČ
    NÁRODNÍ DIVADLO
    ENERGETICKÉ ÚSPORY SE ZÁRUKOU (EPC)
    VYUŽÍVÁNÍ TEPLA
    VYZAŘOVANÉHO DIVÁKY
    LED SVÍTIDLA
    ŠETŘÍ 80 % ENERGIE
    ENERGIE Z VLTAVY VYUŽÍVANÁ
    K TOPENÍ I CHLAZENÍ
    50.0811583N
    14.4134967E
    „Využívat energii Vltavy
    je vážně symfonie“
    Pro Národní divadlo jsme podle přání jeho specialistů
    vytvořili přesně na míru komplexní zelené řešení, díky
    němuž může využívat i energii z řeky Vltavy. Dodali jsme vše
    potřebné, stejně jako kuráž pustit se do projektu, který nyní
    šetří miliony každý rok.
    www.cezesco.cz/kuraz
    JAN MÍKA
    Zástupce ředitele technicko-provozní správy ND
    CEZ_ESCO_210x280_Marketin&Media.indd 1CEZ_ESCO_210x280_Marketin&Media.indd 1 19.05.2022 14:5719.05.2022 14:57

  • Strana 3

    Za loňský rok si sedmička top
    tvůrců na Tiktoku přišla na sumu
    55,5 milionů dolarů, což je podle
    deníku Wall Street Journal oproti
    roku 2020 nárůst o200 pro
    -
    cent. Na celém světě se už podle
    portálu Statista za tvůrce obsahu
    považuje 50 milionů lidí aobjem
    celé tvůrčí ekonomiky dosahuje
    asi 14 miliard dolarů.
    Nejúspěšnější byla Charlie
    D’Amelio, která za sponzorské
    příspěvky aspolupráce dokáza
    -
    la vydělat 17,5 milionu dolarů.
    Medián mezd šéfů rem zindexu
    S&P 500 přitom vroce 2020
    dosahoval „jen“ 13,4 milionů
    dolarů. Například šéf gigantu
    Exxon Mobil Darren Woods či šéf
    Startbucks Kevin Johnson měli
    nižší roční výplatu.
    Charlie však vpozici hvězdy
    této sociální sítě (má 143 milionů
    sledujících) letos zatím oněco
    přes milion předběhl „němý“
    italsko -senegalský komik Khaby
    Lame. Ke globální slávě se
    propracoval díky svým na první
    pohled naivním videím, kde
    si na paškál bere neuvěřitelně
    hloupé výkony některých lidí
    na internetu asvým nezaměni
    -
    telným způsobem ukazuje, jak
    „správně na to“ zakončené jeho
    typickýmgestem.
    Nyní získal další zajímavou
    spolupráci, pro největší krypto
    -
    měnovou burzu světa Binance
    bude působit jako ambasador,
    který má široké veřejnosti
    „vysvětlit“ svět kryptoměn.
    Vprvním spotu, který umístil na
    TikTok iInstagram, se tak mění
    na Binance superhrdinu asnaží
    se pomoci lidem, kteří jsou ztra
    -
    ceni vpojmu Web3. Lame svůj
    typický způsob tvorby přizpů
    -
    sobí, aby sledujícím komplexní
    svět kryptoměn zjednodušil. Jak
    to bude dlouhodobě dělat, když
    je ve „videích němý“, se teprve
    ukáže. Už se také stihl mihnout ve
    videu se zakladatelem Facebooku
    Markem Zuckerbergem, kde spo
    -
    lečně propagovali metaverse.
    Vedle Khabyho podepsal
    spolupráci sBinance také nejslav
    -
    nější fotbalista planety Cristiano
    Ronaldo, který „chce změnit svět
    NFT“. Jak on tak iLame budou
    mít na platformě své vlastní série
    sběratelských NFT.
    Pavel Hejkrlík
    redaktor
    Tvůrci nad
    bílými límečky
    03
    EDITORIAL
    Činí nový odhad růstu celosvětové reklamy na sociálních sítích
    podle společnosti Magna spadající pod IPG Mediabrands. Původní
    optimističtější odhad hovořil o 18 procentech. Agentura také snížila
    odhad růstu globální reklamy z 12 na devět procent.
    Číslo týdne
    11 %
    HR
    MEDIA
    STÁTNÍ FOND KINEMATOGRAFIE
    SE MUSÍ ZMĚNIT. UŽ ZASTARAL
    Helena Bezděk Fraňková má vplánu
    jej transformovat na Fond audiovize
    sdůrazem na „small screen“.
    str. 12 –13
    REKLAMA
    WARC: ANATOMIE EFEKTIVITY
    REKLAMNÍCH INVESTIC
    Snížení rozpočtů na media má velké
    nanční následky, varuje nová studie
    představená během Cannes Lions.
    OPOMÍJENÍ GENERACE 50+
    ŽENE FIRMY DO PROBLÉMŮ
    Ageismus se při náboru vymstí.
    Lidé středního věku pomohou růstu
    byznysu, prospějí imarketingu.
    str. 6 –7
    str. 8 –11
    PRODUKCE
    STÁT KOLEM DEZINFORMACÍ
    OPATRNĚ PŘEŠLAPUJE
    Prázdné funkce, komise anízká
    erudice. Tak vidí odborníci postoj
    vlády kdezinformacím po invazi.
    str. 14 –15
    VIRTUÁLNÍ REALITA
    ROZŠÍŘENÁ REALITA BODUJE
    U ZÁKAZNÍKŮ I MARKETÉRŮ
    AR kampaně oproti digitální klasice
    bodují kreativním potenciálem ilepší
    zákaznickou zkušeností.
    str. 18 –20
    STRATEGIE
    JAK SI ZAŘÍDIT SVÉHO
    MĚCHÁČKA
    Mohou si obchodníci na lidském
    přístupu kzákazníkům postavit
    remní růst?
    str. 27 –28
    Foto na titulní straně: BOHUMIL POSPÍŠIL

  • Strana 4

    Svodka
    Effie – soutěž reklamní
    amarketingové efektivity, kterou
    pořádá Asociace komunikačních
    agentur (AKA), přijímá přihlášky
    do 25. ročníku. Ceny se udělují
    v16 kategoriích, letos mezi ně
    přibyl digitální marketing. Soutěž
    se díky parnerství sGooglem za
    -
    měří také na online videoobsah.
    Agentury izadavatelé, ať už ze
    soukromé či veřejné sféry, mohou
    své projekty do soutěže zasílat
    do pátku 12. srpna. Mimořádný
    deadline je pak pátek 19. srpna,
    ale svyšší cenou přihlášek.
    Call centra nemohou vo-
    lat bez souhlasu. Od 1. července
    platí novela zákona oelektronic
    -
    kých komunikacích, která zavádí
    takzvaný opt -in model. Firmy
    budou muset dokládat udělený
    souhlas.
    PR klub zavádí institucionál-
    ní členství. Tím se otevírají dveře
    dalším zájemcům oaktivní zapo
    -
    jení do organizace profesionálů
    vkomunikaci apublic relations
    zřad právnických osob.
    Patron GO spustila první
    větší kampaň. Její tvůrci se
    zaměřují na podporu nančního
    zdraví Čechů. Stojí za ní agentura
    NESSO lms ahlavním hrdinou
    je zakládající člen Cirk La Putyka
    Jiří Kohout.
    Alza aHeureka po dubnovém
    spuštění kooperace na Sloven
    -
    sku obnovují vzájemnou spolu-
    práci ivčeské verzi srovnávače.
    Před šesti lety Alza zHeureky
    odešla, protože Heureka.cz
    aMall Group měly společného
    majitele. Tyto důvody nyní
    pominuly, což vytvořilo prostor
    pro návrat.
    COOP otevírá druhou auto-
    matickou prodejnu, tentokrát
    vČeském Krumlově. Vprodejně
    lze nakupovat 24hodin denně
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Rekordní Spike
    Lee pro Nike
    Kampaň k50. výročí existen-
    ce Nike od režiséra Spika Lee
    mapující historii značky, slavné
    sportovní okamžiky ipolitické
    kontroverze pomohla brandu
    kněkolika rekordům. Projekt
    přivedl na prodejní aplikace Nike
    nejvíce lidí vjejich historii. „Byla
    to výraznější reakce než vpřípadě
    významných komerčních aktivit,
    což opět ukazuje, jak se podpora
    brandu může přetavit vengage
    -
    ment zákazníků,“ uvedl CEO Nike
    John Donahoe podle magazínu
    Drum vhovoru sinvestory.
    Výsledky Nike za celý nanční
    rok dosáhly 46,7miliardy dolarů
    ameziročně narostly ošest pro
    -
    cent. Tržby zdigitálních prodejů
    překonaly hranici deseti miliard
    dolarů aprodeje na aplikacích
    představovaly více než polovinu.
    Dosáhly tak dvojnásobku oproti
    době před pandemií.
    E ‑commerce se
    zvedá z propadu
    Čísla obratu e -shopů se vdruhém
    čtvrtletí zastavila devět procent
    pod úrovní loňského roku, což je
    oproti předchozímu čtvrtinové
    -
    mu propadu vprvním kvartále
    příjemný posun. Růst vykázaly
    především kategorie spojené
    senergetickou krizí aválkou na
    Ukrajině— krbová kamna, sporá
    -
    ky na tuhá paliva, skokanem se
    staly 3D tiskárny. Naopak propa
    -
    dákem kvartálu se stala výčepní
    zařízení nebo kolečkové brusle—
    kategorie, kterým se právě před
    rokem extrémně dařilo.
    „Zlepšení meziročního vývoje
    ve srovnání sprvním kvartálem
    jsme čekali, nesrovnáváme vývoj
    už směsíci, kdy byly kamenné
    obchody zavřené. Na druhou stra
    -
    nu, do naší chuti aochoty utrácet
    peníze významně zasáhla válka
    na Ukrajině aplošně rostoucí
    ceny,“ vysvětluje vývoj Tomáš
    Braverman, CEO skupiny Heureka
    Svět podle MAM
    Spike Lee aNike, e ‑commerce se zvedá,
    Knowlimits na špici asledovanost pro Nielseny
    Podle průzkumu
    společnosti
    Empli až
    70 procent
    příslušníků
    generace
    Zuvádí, že se
    jim nedostává
    dokonalé
    zákaznické
    zkušenosti
    Foto: NIKE
    04
    ZPRÁVY

  • Strana 5

    asedm dní vtýdnu. Zatímco prv-
    ní automatická prodejna vČesku
    otevřená sítí COOP vbřeznu ve
    Strakonicích je malým městským
    obchodem, ta krumlovská je
    zpohledu velikosti už standard
    -
    ní samoobsluhou.
    F.H.Prager, značka ciderů,
    která je již dva roky vtakzvaném
    Kofola inkubátoru, prochází
    celkovým rebrandingem ipře
    -
    nastavením prodejní arozvojové
    strategie. Na trh také uvádí první
    nealkoholický cider. Nová vizuální
    identita je dílem agentury Acamo
    ailustrátorského dua Tomski & Po
    -
    lanski. Agentura rovněž vytvořila
    Group. Průměrná hodnota objed-
    návky vzrostla oproti předchozí-
    mu roku na 1510korun. Spoko-
    jenost zákazníků se -shopy se
    nemění azůstává nad 95procenty.
    Knowlimits vede
    žebříček
    Agentura Knowlimits dle žebříč-
    ku Czech Republic Media Agency
    Billings & Market Shares 2021
    obsadila první příčku na trhu
    mediálních agentur. Tržby za
    mediální služby, které vroce 2021
    agentura utržila, byly vhodnotě
    173milionů dolarů. Žebříček
    Media Agency Billings Rankings &
    Market shares pravidelně vydává
    společnost Comvergence. Odráží
    velikost agentur zpohledu obratu
    klientského portfolia. Report je
    zaměřen na celkové údaje otrž
    -
    bách, agenturní podíly na trhu,
    prognózy pro aktuální rok amíru
    meziročního růstu.
    Sledovanost
    opět měří
    Nielseni
    Tendr Asociace televizních
    organizací (ATO) na realizaci
    crossplatformního měření sledo
    -
    vanosti televizního vysílání vČes-
    ké republice vdalším pětiletém
    období (20232027) vyhrála opět
    agentura Nielsen Admosphere,
    která vČesku realizuje měření už
    dvě dekády.
    Vítěz měl být původně znát už
    loni na podzim. Dlouze se ladilo,
    co má projekt zahrnovat, aby od
    -
    povídal požadavkům nadcháze-
    jící pětiletky. Následně se vleklo
    ijednání svítězem tendru pro
    nalizaci smluvních podmínek.
    Svou strukturou, jež nakonec
    údajně odráží trendy vmediální
    konzumaci posledních let, má
    projekt navázat na předchozí
    období od roku 2018 do roku
    2022. Klienti tak budou mít podle
    ATO kdispozici data změření
    sledovanosti v televizích, které se
    dlouhodobě realizuje metodou
    peoplemetrů, ataké na dalších
    platformách, jako jsou PC, note
    -
    book, smartphone nebo HbbTV
    na smart televizích.
    Nová vlna měření akcentuje
    kromě jiného trend nelineárního
    sledování televizního obsahu
    na klasických iinternetových
    platformách aspolečné repor
    -
    tování výsledků. Rozšíření
    funkčností voblasti nelineárního
    sledování (timeshiftu) přinese
    isoftware Adwind Kite Lite (Lite
    je základním modulem software).
    Na měnící se podmínky reaguje
    iZaváděcí aKontinuální výzkum,
    které jsou nejdůležitějšími kalib
    -
    račními zdroji projektu.
    Tyto výzkumy metodologicky
    reektují změny ve společnosti
    apoučení zpandemie, kdy bylo
    osobní dotazování prakticky ne
    -
    možné. Ztěchto důvodů apro co
    největší odezvu různých cílových
    skupin respondentů výzkumy
    využívají mnohem více než
    vminulosti kombinaci dotazova
    -
    cích technik azároveň řeší situaci
    omezené dostupnosti osobního
    dotazování, kterou jsme zažili
    vposledních dvou letech.
    na podporu značky sérii letních
    videí F.H.P.Moments.
    Twitter oznámil spo-
    lupráci se Shopify. Online
    prodejci tak budou moci na
    svém prolu na Twitteru zob
    -
    razit až 50 položek kprodeji
    vautomaticky aktualizova
    -
    ných seznamech. Po určité
    době testování spustil Twitter
    uněkterých prolů také
    službu Notes, která umožňuje
    ktweetům přidat delší text
    ato včetně obrázků. Titulek
    upoznámek je omezen na
    100znaků, tělo poznámky
    pak může mít až 2500 slov.
    05
    ZPRÁVY
    Inzerce
    Aktuálně je součástí týmu
    Seznam Brand Studia už třicet
    zkušených „storytellerů“,
    editorů, kreativních grafiků,
    kodérů a marketingových
    stratégů.
    Kvalitu práce studia na
    kampaních ocenila i meziná‑
    rodní odborná porota soutěže
    Native Advertising Awards. Ta
    ho mezi zkušenou zahraniční
    konkurencí velkých mediál‑
    ních domů ohodnotila jako
    vůbec nejlepší větší studio na‑
    tivní reklamy na světě. „Všichni
    kolegové mají z ocenění velkou
    radost a myslím, že v nás pod‑
    pořilo chuť zkoušet nové věci
    a otevřít se ještě kreativnějším
    projektům. Abychom se na
    téhle pozitivní vlně svezli co
    nejdéle, vyrazili jsme s třeti‑
    nou členů našeho týmu tento
    měsíc do Kodaně na konfe‑
    renci Native Advertising Days
    načerpat další inspiraci pro
    tvůrčí práci,“ říká Ondřej Sitta,
    vedoucí Seznam Brand Studia.
    Klientům Seznam Brand
    Studio připravuje kampa‑
    ně napříč širokou reklamní
    sítí technologické firmy
    Seznam.cz. Jen loni projekty
    Seznam Native vygenerovaly
    přes 16 milionů přečtení článků
    nebo skoro 700 tisíc přímých
    prokliků na klientské weby
    a tisíce hodin strávených se
    seriály z dílny studia.
    Seznam Brand Studio kli‑
    entům nabízí celou plejádu pro‑
    duktů, jako je Seznam Native,
    product placement, podcasty,
    seriály, testování produktů,
    kontextovou reklamu a řadu
    dalších. A je otevřené i novým
    možnostem. „V Kodani jsme
    se seznámili s novými trendy
    v této reklamní branži, které
    chceme uplatnit v kampaních
    našich stávajících i budoucích
    klientů,“ komentuje Sitta.
    „Zájem o naše služby roste
    a věřím, že letos bude za námi
    ještě větší kus práce. I z toho
    důvodu plánujeme další per‑
    sonální rozšiřování o šikovné
    lidi z řad novinářů, kreativců,
    projektových manažerů a mar‑
    ketérů,“ říká Sitta.
    Kampaně připravuje studio
    nejen pro velké, ale i pro menší
    zadavatele. „Jsem rád, že
    i menší klienti se nás nebojí
    oslovit a že má naše spoluprá‑
    ce i jasně pozitivní dopad na
    jejich byznys. Letos bylo naše
    Seznam Brand Studio oceněno
    stříbrnou medailí v soutěži IMC
    European Awards. Uspělo v ka‑
    tegorii Nízkorozpočtová kam‑
    paň pro společnost Crestyl.
    Podle klienta kampaň pomohla
    k přibližně 20 procentům
    z celkového prodeje. Rádi jejich
    práci a produkty zviditelníme
    tam, kde jsou jejich zákazníci,
    a to u nás v Seznam.cz dobře
    víme,“ uzavírá Sitta.
    Seznam Brand Studio
    hravě obstojí ve
    světové konkurenci
    Tuzemskému Seznam Brand Studiu se daří. Těší se
    rostoucímu zájmu klientů o kreativně zpracované
    nativní kampaně na klíč, za své projekty sbírá mezi-
    národní ceny a také se rozrůstá o nové členy.
    Ondřej Sitta,
    Seznam Brand Studio
    Napište nám na projekty@firma.seznam.cz,
    už se těšíme na spolupráci.

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