Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
46/2022
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.
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NAŠE ETIKETA,VAŠE RADOSTDm drogerie markt jedalší ze značek, kterédaly spotřebitelům mocpersonikovat si obal.str. 6–7ZLATÝ VĚK PROTVŮRCE OBSAHUPlatformy se předhánějív pomoci tvůrcům.Potenciál cítí i rmy, kterédo nich investují kapitál.str. 8–11ALZA VERSUSKOOPERATIVAV pátém díle soutěžníhoseriálu Brandminton seutkaly marketingové týmyKooperativy a Alzy.str. 14–15SPOJILIJSME SÍLYIVETAŠTOČKOVÁ4614. listopadu 202299 Kč / 4,90 €Strana 2
Šampioni fandí šampionůmVychovávat talenty a budovat týmového ducha, to má sport a stavebnictvíspolečné. Už víc než 70 let v České republice stavíme silnice, železnice, vodnídíla, mosty i domy. Záleží nám na tom, aby se společnost dále rozvíjela a rostlazdravým způsobem. Díky partnerství můžeme svou pomoc nasměrovat do krajů,kde působíme a žijeme, aby co nejvíce dětí mělo možnost sportovat.VCCS_ČOT_inzerce_MAM_210x280.indd 1VCCS_ČOT_inzerce_MAM_210x280.indd 1 11.11.2022 9:1911.11.2022 9:19Strana 3
Inzerce38%podíl sledovanosti41%podíl poslechovosti33%podíl stráveného času ve VODmezi mediálnímizastupitelstvími#1Zdroj: ATO – Nielsen Admosphere, živě + TS0–3, CS 15-69, období = červen 2022; celoden; ke dni 25. 7. 2022 (podíl na TV sledovanosti); NetMonitor - SPIR - Gemius,červen 2022 (podíl stráveného času na videoslužbách); RADIOPROJEKT, 4.Q 2021+ 1.Q 2022, CS všichni (podíl na poslechu rádií); data sociální sítě ČR6 mil.uživatelů na sociálních sítíchwww.media-club.tvAno, je to název jednoho díluzmého zdaleka neoblíbeněj-šího seriálu Červený trpaslík.Posádku ztracenou tři miliony letvkosmu dožene poštovní modul(co chcete, obyčejný poštovníprůměr) avjeho útrobách najdourevoluční hru.Po nasazení speciálního head-setu se tak ocitnou ve virtuálníhře Lepší než život, kde se stanecokoliv si usmyslí, stačí mít jensprávnou fantazii. Asamozřejměnemít ssebou Rimmera…Zmíně-ná epizoda je zroku 1988. Vroce2022 je svět plný zmínek ometa-versu agaming je populárnější,než kdy jindy vhistorii.Snaha dohnat realističnost nadoraz nutí tvůrce nejen ksuper-detailní grace, reálným pohy-bům afunkční fyzice v hrách, aletaké ke stírání hran mezi realitouapouhou herní kcí. K„dokona-losti“ tento koncept rozvíjí bývalýzakladatel rmy Oculus, vyrá-bějící brýle pro virtuální realitu,kterou později koupil Facebook.Palmer Luckey nyní přišelstím, že vytvořil speciálníheadset NerveGear, který zaručí,že pokud postava zemře vdanéhře, stane se tak ive skutečnostia„game over“ nastane ivživotě.Kbrýlím jsou totiž připevněnytrhaviny, které poté, co jim poherní smrti hráče dá signál spe-ciální červený laser, vybuchnou.Jak sám přiznává, zatím se mupovedlo realizovat jen druhoupolovinu rovnice zajišťující ma-ximální realističnost, tedy smrt.První bude ještě trvat zhlediskavývoje řadu let.Není jasné, jak chce takový ná-pad prodávat dál, protože rodičejej asi svým ratolestem pořizovatkVánocům nebudou. Na druhoustranu odpadají problémysretencí zákazníků. Popularitapodobných realistických her, jakukázala například lmová sérieHra na oliheň na Netixu, nenímalá. Určitě se najde dost bláznů,kteří to zkusí.Ale jak by řekl Rimmer: nain-stalovat čipy normality apřeladitna stanici Duševní zdraví FM!Pavel HejkrlíkredaktorLepší než život!STAVAŘSKÉ SRDCE TLUČEZA ŘEMESLOJednoduchá řešení umožňují většíhravost, říká Iveta Štočková.str. 12 –13MOC V RUKÁCH SPOTŘEBITELEKdyž se personalizace přenesená naspotřebitele vymkne kontrole.str. 6 –7PRAHA PUPKEM HBBTV SVĚTAPraha poprvé hostila mezinárodníkonferenci HbbTV Symposium.str. 18 –19ZLATÝ VĚK TVŮRCŮ JE TADYUživit se tvorbou obsahu mohounejen proíci, ale i hobby hráči.str. 8 –11Foto na titulní straně: BOHUMIL POSPÍŠILONLINE A SOCIALZADAVATELÉ KAMPANĚMÉDIA A TRHEDITORIALPartnerem aktuálního vydání Marketing &Mediaje skupina Vinci Construction CS.Strana 4
04SvodkaAKTV na počátku letošní pod-zimní sezony uzavřela dohoduospolupráci se společnosti I & QGroup. Vztahuje se kplatformámpro sdílení obsahu na domé-nách Hellshare.cz, Hellspy.czaHellspy.sk onasazení automa-tizovaných ltrů obsahu, kterémají bránit pirátskému šířenínahrávek televizních seriálůapořadů.Tipsport MČR CS:GO,nále největšího esportovéhoturnaje vČesku, se stalo nejsle-dovanějším zápasem vhistoriičesko-slovenských soutěží. Roz-hodující den jej sledovalo pouzena streamovací platformě Twitchpřes 522 tisíc unikátních diváků.Na turnaj prodala agentura PLAY-zone, organizátor MČR, přes třitisíce vstupenek, vrámci festivaluLife! prošlo branami Brněnskéhovýstaviště na 23 tisíce lidí.Dm drogerie marktletos slaví 30 let na trhu aodletošního dubna už její aplikaceMoje dm dokázala získat 300 tisícuživatelů.Růžový slon je letos jed-ničkou na poli inzerentů meziprodejci erotických pomůcek.Podle monitoringu reklamy AdIntel agentury Nielsen Admos-phere letos vceníkových cenáchinvestoval vobdobí leden až září44,3 milionu korun. Na druhémmístě skončil e-shop E-kondomy.cz, na třetím značka Durex.Dramox, online divadelníslužba, vstoupila 8.listopaduna polský trh. Diváci zČR takbudou moci sledovat ipředstave-ní zpolských divadel sčeskýmititulky. Dva roky starý projektDramox působí od února2022ina UkrajiněDisney+ oznámila, že nazačátku října dosáhl počet před-platitelů této streamovací služby164,2 milionu. Za poslední čtvrt-letí přidala 12 milionů. Oznámilataké, že nový balíček předplatné-ho sreklamou nabídne na americ-kém trhu od 8.prosince.VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIAJohn Lewis opětdojímáNejočekávanější reklamní spotkaždých Vánoc ani letos nezkla-mal. Nehledě na to, že kampaňbritského obchodního domu JohnLewis & Partners přináší trochurozdílné zpracování než obvykle.Tentokrát pod vlivem krize spoje-né svysokými životními náklady,která zasáhla iVelkou Británii,autoři zlondýnské agenturyAdam & Eve/DDB vynechali hrdi-ny zřad mimozemšťanů, zvířat,příšer či celebrit avsadili na civil-ní příběh slidským přesahem, je-hož cílem je zdůraznit přehlíženétéma náhradní rodičovské péče.Hrdinou devadesátivteřinovéhospotu je muž ve středních letech,který se učí jezdit na skateboar-du. Spot sleduje jeho snažení,aniž by naznačil jeho motivaci.Kodhalení dochází až na samot-ném konci, kdy kněmu ajehopartnerce přichází do pěstounsképéče mladá dívka Ellie. Vnáručísvírá skateboard, který se hnedstává uvánočního stromku téma-tem jejich první konverzace.Blesk zůstávánejčtenějšíOsm zdeseti obyvatel Česka čtepodle nejnovějších dat zvýzkumuMedia projekt tiskové tituly. Nej-čtenějším deníkem zůstává Blesk,pozici nejsilnějšího mediálníhodomu drží Mafra. Celkový zásahtiskových médií za období od4.čtvrtletí 2021 až do 3. čtvrtletí2022 byl vporovnání spředcho-zími výsledky výzkumu mírněvyšší adosáhl 83 procent popu-Svět podle MAMJohn Lewis a Vánoce, značkám vévodí Applea mediální obraz prezidentských kandidátůSpolečnostMeta plánujepropustit 11 tisíczaměstnanců,což je 13 procentpracovní síly.Od začátkuroku ztratilyakcie Mety71,5 procentahodnoty.Zdroj: JOHN LEWISZPRÁVYStrana 5
InzerceBYDLETE V BLÍZKOSTIVAŠÍ HVĚZDYstageshotel.comlace ČR ve věku 12 až 79 let. Cel-ková čtenost všech sledovanýchtiskových titulů na jedno vydáníčiní téměř 67 procent populaceČR v dané věkové kategorii. Nej-čtenějším celostátním deníkembyl Blesk (661 tisíc čtenářů navydání), dále MF DNES (420tisícčtenářů) ana třetím místě deníkSport (175 tis. čtenářů).Posluchači rádiíhledají lehčítémataAčkoliv stanice ČRo Radiožurnálzůstává inadále nejposlouchaněj-ším rádiem včeském éteru sden-ní poslechovostí 835 tisíc, běhemletních měsíců zaznamenala spo-lu sdalšími stanicemi Českéhorozhlasu Dvojkou či Plus drobnýpokles vposlechovosti. Reali-zátoři výzkumu Radioprojekt,který ve středu zveřejnil aktuálnívýsledky, to připisují tomu, žečást společnosti je už přesycenazpravodajskými tématy aprefe-ruje lehčí témata kposlechu. Nadruhé pozici vposlechu se držíRádio Implus (718tis.), otřetípříčku se přetahují Evropa 2(639tis.) aRádio Blaník (634 tis.).Naopak potěšující zprávou proČeský rozhlas je poslechovosttematické stanice ČRo Radiožur-nál Sport, která po necelém roceapůl vysílání získala 23 tisíc den-ních a37 tisíc týdenních poslu-chačů. Malý rozdíl mezi oběmačísly naznačuje, že by digitálněvysílaná stanice mohla mít dobudoucna velmi věrné publikum.Značkámnadále vévodíAppleSpolečnost Interbrand zveřejnilasvůj žebříček Best Global Brands2022, kterému vévodí značkasnakousnutým jablkem, následo-vaná Microsoftem aAmazonem,které si oproti loňsku prohodilypořadí. Meziročně se hodnotastovky prvních značek vžebříč-ku zvýšila ošestnáct procent navíce než tři biliony dolarů. Prvnídesítka nedoznala oproti loňskuvýraznějších změn.Hodnota brandu Apple jepodle zprávy 482 miliard dolarů,meziročně si polepšila oosmnáctprocent. Microsoft poskočil nadruhou příčku, když dokázal zvý-šit hodnotu značky o32 procentna 278 miliard dolarů adostal setak před Amazon s274 miliarda-mi dolarů. Vprvní pětce je samo-zřejmě také Google s251 miliarda-mi na čtvrtém místě (meziročně+28%). Samsung na pátém místěmá už výraznou ztrátu ahodnotajeho brandu činí asi 87 miliarddolarů. První desítka značek mávětší kumulativní hodnotu nežzbylých 90 dohromady.Zajímavostí je, že napříkladprůměrné stáří prvních pětispolečností je necelých 40 let,zatímco průměr pro celou prvnístovku činí 110 let. Za dvě dekády,co Interbrand žebříček zveřej-ňuje, se pouze 36 společnostíudrželo vTOP 100. Konkurenceje neúprosná atak zmizela na-příklad Nokia, MTV, AOL nebo Ya-hoo! Změny dobře ilustruje Tesla,která byla druhým největšímskokanem o32 procent na celko-vé dvanácté místo. Výrazný růstzaznamenal také Chanel (+32%),Ferrari (+31%) nebo Lego (+30%).Mezi nováčky letošního výběru seprobojovaly na 54. místě Airbnbshodnotou brandu 13,4 miliardydolarů, dále Red Bull na 64. místěs11,5 miliardami aXiaomi na84.s7,3 miliardami.Mediální obrazkandidátůSpolečnost Monitora Mediaspustila projekt Mediální obraz,který přináší nejucelenější pře-hled mediální stopy jednotlivýchprezidentských kandidátů. Zaposledních čtrnáct dní česká mé-dia věnují pozornost předevšímAndreji Babišovi, který získaltřetinu všech zmínek vonli-ne, tištěných, ale iteleviznícharozhlasových médiích. Druhýmnejzmiňovanějším kandidátemje Petr Pavel se 14 procenty. Přeshranici deseti procent se ještědostali Danuše Nerudová aPavelFischer. Na sociálních sítích sizatím drží zpohledu zmínekAndrej Babiš téměř 70procentnípodíl. Svelkým odstupem je zaním Petr Pavel as11 procenty držídvoucifernou hodnotu DanušeNerudová. Technologicky seprolující Karel Janeček si zcel-kového koláče zastoupení svéhojména na sociálních sítích ukouslpouze půl procenta.Zdroj: ISTOCKZPRÁVY05Strana 6
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