Strana 4

Marketing & Media

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.
- Strana 1
  9 z 10 lidí si vzpomene
  na veselou reklamu.
  Vtip ale nesmí přebít
  značku.
  35
  
  
  
- Strana 2
  23
  John V. Pavlik
  odborník na moderní technologie
  a jejich vliv na média
  9. 11. O2 universum Praha
  Prestižní akce, kde se v jeden den a na jednom místě scházejí
  všichni, kteří ve světě marketingu a komunikace něco znamenají.
  Vaše doporučená dávka informací a inspirace od více než
  50špičkových řečníků. Rezervujte si místo ještě dnes.
  forummedia.cz | mam.cz
  SUMMER
  RATE
  10 500 Kč
  jen do 31. 8. 2023
  bez DPH
  KDO A CO DNES
  HÝBE SVĚTEM MÉDIÍ
  A 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 14:36
- Strana 3
  
  Po letech se vrací humor do reklamy.
  Počet úsměvných spotů roste. Vydrží trend
  inásledující rok?
  
  
  
  
  Značky právě bojují opozornost rodičů. Ato
  nejen promocemi.
  
  
  
  Až budou mít naše služby vNěmecku kvalitu
  jako vČesku před rokem, opřeme se do toho
  naplno, říká Radek Hudák z Knihobotu.
  
  
  
  
  GroupM vyrazila do boje proti made-for-
  advertising webům. Proč ztrátu „nejnižší
  formy reklamy“ někteří marketéři opláčou?
  
  
  
  
  „Brand purpose“ není pro všechny. Tam, kde
  není skutečný smysl, poslání raději oželte.
  
  
  
  
  Spojení značky aslavné osobnosti musí být
  uvěřitelné. Ipřesto ale není samospásné.
  
  
  
  „Hudba je pro nás důležitý prvek,“ říká
  ředitelka brandu platformy Rouvy.
  
  
  
  Šok vydavatelů zpoklesu návštěvnosti webového
  zpravodajství způsobeného omezením náhledů
  zpráv uGooglu aFacebooku ještě trvá apřichází
  další zásek: propady „tracu“ zTwitteru, pardon
  zX. Společnost Automattic stojící například za
  publikační platformou WordPress zveřejnila, že
  průměrný meziroční propad „tracu“ zX mezi
  náhodně vybranými 25 velkými imalými vydava-
  teli dosahoval vprvním pololetí 24 procenta.
  Minulý týden se na veřejnosti objevila infor-
  mace zreportu The Washingotn Post otom,
  že X zpomaluje načítání stránek vedoucích na
  zprávy vydavatelů jako The New York Times či
  Reuters. Po zveřejnění informace se přidali další
  vydavatelé.
  To, že mediální domy atituly utržily v„tra-
  cu“ hlubokou ránu, potvrzuje také analýza
  SimilarWebu (jako první zveřejněné na Digiday
  minulý týden). Meziroční srovnání ukazuje, že
  Reuters spadl o67 procent, BuzzFeed o70, The
  Washington Post přišel o48 procent „tracu“
  aCNN o41procent. Dobře na tom nejsou ani
  BBC (má minus 20%) či Guardian, který přišel
  o29procent.
  Nyní X testuje odstraňování titulků zodkazů na
  články, to bude mít na návštěvnost další dopad.
  Nově se totiž bude zobrazovat pouze obrázek
  aURL adresa. Proč? „Aby se výrazně zlepšila este-
  tika,“ nechal se slyšel Musk.
  Možná stou estetikou souvisí třeba i„mugshot“
  Donalda Trumpa, kterého na síti mohou uživa-
  telé po více než dvou apůl letech opět sradostí
  sledovat.
  Radana Čechová
  šéfredkatorka
  Propad, propad
  a... propad
  
  
  
  
  
  
  
  
  
  MARKETING & MEDIA
- Strana 4
   vprvním polo-
  letí zvýšila provozní zisk nad
  hranici deset milionů korun,
  oosm milionů více než loni.
  Přispělo ktomu mimo jiné
  zvýšení inzertních výnosů
  ošest milionů korun.
  , provozovatel čerpacích
  stanic, si na zajištění korporát-
  ní aproduktové komunikace
  vybral skupinu Konektor.
  , pražská nákupní
  galerie, má novou vizuální
  identitu. Stojí za ní uskupení
  Hanisch and Friends, které
  pro návrh využilo umělé
  inteligence. Téma AI galerie
  podpoří výstavou adoprovod-
  ným programem.
   ze skupiny Aleph od
  září spolupracuje sreklamním
  systémem Microsoft Adver-
  tising abude jej zastupovat
  na celkem 23trzích střední
  avýchodní Evropy.
   rozdělí zprogramu
  „Vy rozhodujete, my pomáhá-
  me“ více než tři miliony korun
  mezi 70 projektů, ojejichž
  výběru rozhodli zákazníci
  řetězce. Celkově vgrantovém
  projektu rozdělilo již přes
  53 miliony korun, další kolo
  plánuje vyhlásit vříjnu.
  , značka spadající pod
  Bidfood, se za prvních sedm
  měsíců roku stala největším
  inzerentem vsegmentu
  zmrzlin. Podle monitoringu
  Ad Intel společnosti Nielsen
  utratila vceníkových cenách
  105,5 milionu korun. Násle-
  dují ji brandy Algida, Monte,
  Míša aBon Gelati.
  , diskontní řetězec,
  otevřel vLiberci druhou
  pobočku za méně než šest
  měsíců. VČesku má už
  51prodejen.
  , distributor elektroni-
  ky, uvádí na český trh značku
  elektrických skútrů amotorek
  ViaGo. Podporuje ji roadshow
  po České republice aspuš-
  těním digitální kampaně
  na sociálních sítích aonline
  portálech. 
  
  
  TikTok spomocí nové
  funkce „Search Ad
  Toggle“ umožňuje,
  aby se reklamy
  značek zobrazovaly
  mezi organickými
  výsledky vyhledávání
  uživatelů jako
  sponzorovaný
  obsah. Funkce je
  automaticky zapnutá
  pro „In-Feed“
  kampaně avyužívá
  již vytvořeného
  reklamního obsahu.
  
  
  Co je signálem toho, že komu-
  nikace státu postrádá koncepč-
  nost? Jednoznačně situace,
  kdy začne růst podíl zakázek
  zadaných mimo režim Zákona
  oveřejných zakázkách, tedy
  těch vobjemu do dvou milionů
  korun. Jejich aktuální meziroč-
  ní nárůst o82 procenta tedy
  není vůbec dobrou zprávou.
  Na alarmující trend, jehož
  důsledkem je také plýtvání
  veřejnými prostředky, upo-
  zornila pravidelná analýza
  společnosti CEEC Research
  pro Asociaci komunikačních
  agentur (AKA) aAsociaci pub-
  lic relations (APRA). Vreakci
  na ni obě organizace varují, že
  vedle rizika netransparentnos-
  ti vede tento přístup kroz-
  mělňování komunikačních
  zakázek. Realizovat za dva
  milony smysluplnou kampaň,
  aby měla zásah anaplnila cíle,
  je podle asociací nemožné.
  „Kampaně veřejných zaká-
  zek jsou často plánovány bez
  rozmyslu abez uvědomění si
  skutečných nákladů,“ uvedla
  Kateřina Hrubešová, výkonná
  ředitelka AKA. „Většina stát-
  ních institucí nemá na cílené,
  natož strategické budování
  vztahu sveřejností kapacitu
  ani know-how,“ doplnil ji ředi-
  tel AKA Marek Hlavica.
  
  
  Podpořit na inzertním trhu
  segment středních amalých
  vydavatelů, za kterými nestojí
  silné kapitálové skupiny. To
  je cílem nového mediálního
  zastupitelství Kuráž Media,
  jehož většinovým vlastníkem
  je Asociace online vydavatelů.
  Dosavadní snaha zadavatelů
  uvolnit více nancí kmenším
  vydavatelům často narážela
  na nutnost dodržet výkonové
  parametry. To se účelovým
  spojováním až 12 vydavatelů
  (Deník N, Drbna, Echo 24,
  Forum 24, Hlídací Pes adalší)
  vrámci tendrů má změnit.
  
  
  Výběrové řízení na audiovizu-
  ální práva české fotbalové liy
  pro následujících pět ročníků
  zná své parametry. Navzdory
  záměru Ligové fotbalové aso-
  ciace (LFA) prodat kompletní
  balík vysílacích práv muselo
  být rozděleno na více částí.
  Je to vůbec poprvé, co se
  oligu bude soutěžit. Iproto si
  LFA od tendru slibuje, že místo
  dosavadních 150 milionů
  korun ročně utrží aspoň dvoj-
  násobek. Optimisté pak hovoří
  až o400 milionech. „Jediným
  hodnotícím kritériem je nabí-
  zená cena,“ uvedla asociace.
  Soutěž opráva na televizní
  vysílání první liy je otevřena
  licencovaným vysílatelům
  izprostředkovatelským
  amediálním agenturám. Ligu
  vsoučasnosti přenáší O2 TV
  Sport. Zájem potvrdil Canal+
  Sport, nová stanice A11 Sport,
  nevyloučila ho ČT amluví se
  ionávratu na TV Nova. 
  Menší vydavatelé ukázali
  svou Kuráž, asociace
  komunikačních aPR
  agentur zrcadlo vrchnosti
  afotbalisté 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 13:02
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- Strana 28
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Marketing & Media

35/2023

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