Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
35/2023
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.
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9 z 10 lidí si vzpomenena veselou reklamu.Vtip ale nesmí přebítznačku.35Strana 2
23John V. Pavlikodborník na moderní technologiea jejich vliv na média9. 11. O2 universum PrahaPrestižní akce, kde se v jeden den a na jednom místě scházejívšichni, kteří ve světě marketingu a komunikace něco znamenají.Vaše doporučená dávka informací a inspirace od více než50špičkových řečníků. Rezervujte si místo ještě dnes.forummedia.cz | mam.czSUMMERRATE10 500 Kčjen do 31. 8. 2023bez DPHKDO A CO DNESHÝBE SVĚTEM MÉDIÍA KOMUNIKACE?Pořadatelé a odborní partneři: Hlavní mediální partner: Mediální partneři:Hlavní partneři:Partneři:FM_inz_210x280_John_Pavlik.indd 1FM_inz_210x280_John_Pavlik.indd 1 24.08.2023 14:3624.08.2023 14:36Strana 3
Po letech se vrací humor do reklamy.Počet úsměvných spotů roste. Vydrží trendinásledující rok?Značky právě bojují opozornost rodičů. Atonejen promocemi.Až budou mít naše služby vNěmecku kvalitujako vČesku před rokem, opřeme se do tohonaplno, říká Radek Hudák z Knihobotu.GroupM vyrazila do boje proti made-for-advertising webům. Proč ztrátu „nejnižšíformy reklamy“ někteří marketéři opláčou?„Brand purpose“ není pro všechny. Tam, kdenení skutečný smysl, poslání raději oželte.Spojení značky aslavné osobnosti musí býtuvěřitelné. Ipřesto ale není samospásné.„Hudba je pro nás důležitý prvek,“ říkáředitelka brandu platformy Rouvy.Šok vydavatelů zpoklesu návštěvnosti webovéhozpravodajství způsobeného omezením náhledůzpráv uGooglu aFacebooku ještě trvá apřicházídalší zásek: propady „tracu“ zTwitteru, pardonzX. Společnost Automattic stojící například zapublikační platformou WordPress zveřejnila, žeprůměrný meziroční propad „tracu“ zX mezináhodně vybranými 25 velkými imalými vydava-teli dosahoval vprvním pololetí 24 procenta.Minulý týden se na veřejnosti objevila infor-mace zreportu The Washingotn Post otom,že X zpomaluje načítání stránek vedoucích nazprávy vydavatelů jako The New York Times čiReuters. Po zveřejnění informace se přidali dalšívydavatelé.To, že mediální domy atituly utržily v„tra-cu“ hlubokou ránu, potvrzuje také analýzaSimilarWebu (jako první zveřejněné na Digidayminulý týden). Meziroční srovnání ukazuje, žeReuters spadl o67 procent, BuzzFeed o70, TheWashington Post přišel o48 procent „tracu“aCNN o41procent. Dobře na tom nejsou aniBBC (má minus 20%) či Guardian, který přišelo29procent.Nyní X testuje odstraňování titulků zodkazů načlánky, to bude mít na návštěvnost další dopad.Nově se totiž bude zobrazovat pouze obrázekaURL adresa. Proč? „Aby se výrazně zlepšila este-tika,“ nechal se slyšel Musk.Možná stou estetikou souvisí třeba i„mugshot“Donalda Trumpa, kterého na síti mohou uživa-telé po více než dvou apůl letech opět sradostísledovat.Radana ČechovášéfredkatorkaPropad, propada... propadMARKETING & MEDIAStrana 4
vprvním polo-letí zvýšila provozní zisk nadhranici deset milionů korun,oosm milionů více než loni.Přispělo ktomu mimo jinézvýšení inzertních výnosůošest milionů korun., provozovatel čerpacíchstanic, si na zajištění korporát-ní aproduktové komunikacevybral skupinu Konektor., pražská nákupnígalerie, má novou vizuálníidentitu. Stojí za ní uskupeníHanisch and Friends, kterépro návrh využilo uměléinteligence. Téma AI galeriepodpoří výstavou adoprovod-ným programem. ze skupiny Aleph odzáří spolupracuje sreklamnímsystémem Microsoft Adver-tising abude jej zastupovatna celkem 23trzích středníavýchodní Evropy. rozdělí zprogramu„Vy rozhodujete, my pomáhá-me“ více než tři miliony korunmezi 70 projektů, ojejichžvýběru rozhodli zákazníciřetězce. Celkově vgrantovémprojektu rozdělilo již přes53 miliony korun, další koloplánuje vyhlásit vříjnu., značka spadající podBidfood, se za prvních sedmměsíců roku stala největšíminzerentem vsegmentuzmrzlin. Podle monitoringuAd Intel společnosti Nielsenutratila vceníkových cenách105,5 milionu korun. Násle-dují ji brandy Algida, Monte,Míša aBon Gelati., diskontní řetězec,otevřel vLiberci druhoupobočku za méně než šestměsíců. VČesku má už51prodejen., distributor elektroni-ky, uvádí na český trh značkuelektrických skútrů amotorekViaGo. Podporuje ji roadshowpo České republice aspuš-těním digitální kampaněna sociálních sítích aonlineportálech. TikTok spomocí novéfunkce „Search AdToggle“ umožňuje,aby se reklamyznaček zobrazovalymezi organickýmivýsledky vyhledáváníuživatelů jakosponzorovanýobsah. Funkce jeautomaticky zapnutápro „In-Feed“kampaně avyužívájiž vytvořenéhoreklamního obsahu.Co je signálem toho, že komu-nikace státu postrádá koncepč-nost? Jednoznačně situace,kdy začne růst podíl zakázekzadaných mimo režim Zákonaoveřejných zakázkách, tedytěch vobjemu do dvou milionůkorun. Jejich aktuální meziroč-ní nárůst o82 procenta tedynení vůbec dobrou zprávou.Na alarmující trend, jehoždůsledkem je také plýtváníveřejnými prostředky, upo-zornila pravidelná analýzaspolečnosti CEEC Researchpro Asociaci komunikačníchagentur (AKA) aAsociaci pub-lic relations (APRA). Vreakcina ni obě organizace varují, ževedle rizika netransparentnos-ti vede tento přístup kroz-mělňování komunikačníchzakázek. Realizovat za dvamilony smysluplnou kampaň,aby měla zásah anaplnila cíle,je podle asociací nemožné.„Kampaně veřejných zaká-zek jsou často plánovány bezrozmyslu abez uvědomění siskutečných nákladů,“ uvedlaKateřina Hrubešová, výkonnáředitelka AKA. „Většina stát-ních institucí nemá na cílené,natož strategické budovánívztahu sveřejností kapacituani know-how,“ doplnil ji ředi-tel AKA Marek Hlavica.Podpořit na inzertním trhusegment středních amalýchvydavatelů, za kterými nestojísilné kapitálové skupiny. Toje cílem nového mediálníhozastupitelství Kuráž Media,jehož většinovým vlastníkemje Asociace online vydavatelů.Dosavadní snaha zadavatelůuvolnit více nancí kmenšímvydavatelům často naráželana nutnost dodržet výkonovéparametry. To se účelovýmspojováním až 12 vydavatelů(Deník N, Drbna, Echo 24,Forum 24, Hlídací Pes adalší)vrámci tendrů má změnit.Výběrové řízení na audiovizu-ální práva české fotbalové liypro následujících pět ročníkůzná své parametry. Navzdoryzáměru Ligové fotbalové aso-ciace (LFA) prodat kompletníbalík vysílacích práv muselobýt rozděleno na více částí.Je to vůbec poprvé, co seoligu bude soutěžit. Iproto siLFA od tendru slibuje, že místodosavadních 150 milionůkorun ročně utrží aspoň dvoj-násobek. Optimisté pak hovoříaž o400 milionech. „Jedinýmhodnotícím kritériem je nabí-zená cena,“ uvedla asociace.Soutěž opráva na televiznívysílání první liy je otevřenalicencovaným vysílatelůmizprostředkovatelskýmamediálním agenturám. Liguvsoučasnosti přenáší O2 TVSport. Zájem potvrdil Canal+Sport, nová stanice A11 Sport,nevyloučila ho ČT amluví seionávratu na TV Nova. Menší vydavatelé ukázalisvou Kuráž, asociacekomunikačních aPRagentur zrcadlo vrchnostiafotbalisté snahu vydělat.Strana 5
CEZ-HR(motiv-I-louka+venkov+mesto)_210x280_M&M.indd 3CEZ-HR(motiv-I-louka+venkov+mesto)_210x280_M&M.indd 3 03.05.2023 13:0203.05.2023 13:02Strana 6
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