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.

  • Strana 1

    NAŠE ETIKETA,
    VAŠE RADOST
    Dm drogerie markt je
    další ze značek, které
    daly spotřebitelům moc
    personikovat si obal.
    str. 6–7
    ZLATÝ VĚK PRO
    TVŮRCE OBSAHU
    Platformy se předhánějí
    v pomoci tvůrcům.
    Potenciál cítí i rmy, které
    do nich investují kapitál.
    str. 8–11
    ALZA VERSUS
    KOOPERATIVA
    V pátém díle soutěžního
    seriálu Brandminton se
    utkaly marketingové týmy
    Kooperativy a Alzy.
    str. 14–15
    SPOJILI
    JSME SÍLY
    IVETA
    ŠTOČKO
    46
    14. listopadu 2022
    99 Kč / 4,90
  • Strana 2

    Šampioni fan šampionům
    Vychovávat talenty a budovat týmového ducha, to má sport a stavebnictví
    společné. Už víc než 70 let v České republice stame silnice, železnice, vodní
    díla, mosty i domy. Záleží nám na tom, aby se společnost dále rozvíjela a rostla
    zdravým 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 9:19
  • Strana 3

    Inzerce
    38%
    podíl sledovanosti
    41%
    podíl poslechovosti
    33%
    podíl stráveného času ve VOD
    mezi mediálními
    zastupitelstvími
    #1
    Zdroj: 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 ČR
    6 mil.
    uživatelů na sociálních sítích
    www.media-club.tv
    Ano, je to název jednoho dílu
    zho zdaleka neoblíbeněj-
    šího serlu Červený trpaslík.
    Posádku ztracenou tři miliony let
    vkosmu dožene poštovní modul
    (co chcete, obyčejný poštov
    průměr) avjeho útrobách najdou
    revoluční hru.
    Po nasazení speclního head-
    setu se tak ocitnou ve virtlní
    hře Lepší než život, kde se stane
    cokoliv si usmyslí, stačí mít jen
    správnou fantazii. Asamozřejmě
    nemít ssebou Rimmera…Z-
    ná epizoda je zroku 1988. Vroce
    2022 je svět plný znek ometa-
    versu agaming je populárnější,
    než kdy jindy vhistorii.
    Snaha dohnat realističnost na
    doraz nutí tvůrce nejen ksuper-
    detailní grace, reálným pohy-
    m afunkční fyzice v hrách, ale
    také ke stírání hran mezi realitou
    apouhou herní kcí. K„dokona-
    losti“ tento koncept rozvíjí býva
    zakladatel rmy Oculus, vy-
    bějící brýle pro virtlní realitu,
    kterou později koupil Facebook.
    Palmer Luckey nyní přišel
    stím, že vytvořil speciál
    headset NerveGear, který zaručí,
    že pokud postava zemře vda
    hře, stane se tak ive skutečnosti
    agame over“ nastane ivživotě.
    Kbrýlím jsou totiž připevněny
    trhaviny, které poté, co jim po
    herní smrti hráče dá signál spe-
    ciální červený laser, vybuchnou.
    Jak sám přiznává, zatím se mu
    povedlo realizovat jen druhou
    polovinu rovnice zajišťující ma-
    ximální realističnost, tedy smrt.
    První bude ještě trvat zhlediska
    vývoje řadu let.
    Není jasné, jak chce takový ná-
    pad prodávat dál, protože rodiče
    jej asi svým ratolestem pořizovat
    kVánom nebudou. Na druhou
    stranu odpadají problémy
    sretencí zákazků. Popularita
    podobných realistických her, jak
    ukázala například lmová série
    Hra na oliheň na Netixu, není
    malá. Určitě se najde dost bláznů,
    kteří to zkusí.
    Ale jak by řekl Rimmer: nain-
    stalovat čipy normality apřeladit
    na stanici Devní zdraví FM!
    Pavel Hejkrlík
    redaktor
    Lepší než život!
    STAVAŘSKÉ SRDCE TLUČE
    ZA ŘEMESLO
    Jednoduchá řešení umožňují větší
    hravost, říká Iveta Štočková.
    str. 12 –13
    MOC V RUKÁCH SPOTŘEBITELE
    Když se personalizace přenesená na
    spotřebitele vymkne kontrole.
    str. 6 –7
    PRAHA PUPKEM HBBTV SVĚTA
    Praha poprvé hostila mezinárodní
    konferenci HbbTV Symposium.
    str. 18 –19
    ZLATÝ VĚK TVŮRCŮ JE TADY
    Uživit se tvorbou obsahu mohou
    nejen proíci, ale i hobby hráči.
    str. 8 –11
    Foto na titulní straně: BOHUMIL POSPÍŠIL
    ONLINE A SOCIALZADAVATELÉ KAMPANĚMÉDIA A TRH
    EDITORIAL
    Partnerem aktuálního vydání Marketing &Media
    je skupina Vinci Construction CS.
  • Strana 4

    04
    Svodka
    AKTV na počátku letošní pod-
    zimní sezony uzavřela dohodu
    ospolupráci se společnosti I & Q
    Group. Vztahuje se kplatform
    pro sdílení obsahu na domé-
    nách Hellshare.cz, Hellspy.cz
    aHellspy.sk onasazení automa-
    tizovaných ltrů obsahu, které
    mají bránit pirátskému šíření
    nahvek televizních seriálů
    apořadů.
    Tipsport MČR CS:GO,
    nále největšího esportového
    turnaje vČesku, se stalo nejsle-
    dovanějším zápasem vhistorii
    česko-slovenských soutěží. Roz-
    hodující den jej sledovalo pouze
    na streamovací platformě Twitch
    přes 522 tisíc unikátních divá.
    Na turnaj prodala agentura PLAY-
    zone, organizátor MČR, přes tři
    tisíce vstupenek, vrámci festivalu
    Life! prošlo branami Brněnského
    výstaviště na 23 tisíce lidí.
    Dm drogerie markt
    letos slaví 30 let na trhu aod
    letošního dubna už její aplikace
    Moje dm dokázala získat 300 tisíc
    uživatelů.
    Růžový slon je letos jed-
    ničkou na poli inzerentů mezi
    prodejci erotických pomůcek.
    Podle monitoringu reklamy Ad
    Intel agentury Nielsen Admos-
    phere letos vceníkových cenách
    investoval vobdobí leden až září
    44,3 milionu korun. Na druhém
    stě skončil e-shop E-kondomy.
    cz, na třetím značka Durex.
    Dramox, online divadel
    služba, vstoupila 8.listopadu
    na polský trh. Diváci zČR tak
    budou moci sledovat ipředstave-
    ní zpolských divadel sčeskými
    titulky. Dva roky starý projekt
    Dramox působí od února2022
    ina Ukrajině
    Disney+ ozmila, že na
    začátku října dosáhl počet před-
    platitelů této streamovací služby
    164,2 milionu. Za poslední čtvrt-
    letí přidala 12 milionů. Oznámila
    také, že nový balíček předplat-
    ho sreklamou nabídne na americ-
    kém trhu od 8.prosince.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    John Lewis opět
    dojímá
    Nejočekávanější reklamní spot
    každých Vánoc ani letos nezkla-
    mal. Nehledě na to, že kampaň
    britského obchodho domu John
    Lewis & Partners přináší trochu
    rozdílné zpracování než obvykle.
    Tentokrát pod vlivem krize spoje-
    né svysokými životmi náklady,
    která zahla iVelkou Británii,
    autoři zlondýnské agentury
    Adam & Eve/DDB vynechali hrdi-
    ny zřad mimozemšťanů, zvířat,
    íšer či celebrit avsadili na civil-
    ní příběh slidským přesahem, je-
    hož cílem je zdůraznit přehžené
    téma náhradní rodičovské péče.
    Hrdinou devadesátivteřinového
    spotu je muž ve středních letech,
    který se učí jezdit na skateboar-
    du. Spot sleduje jeho snažení,
    aniž by naznačil jeho motivaci.
    Kodhalení dochází až na samot-
    ném konci, kdy kněmu ajeho
    partnerce přichází do pěstounské
    če mladá dívka Ellie. Vručí
    svírá skateboard, který se hned
    stává uvánočho stromku téma-
    tem jejich první konverzace.
    Blesk zůstává
    nejčtenější
    Osm zdeseti obyvatel Česka čte
    podle nejnovějších dat zvýzkumu
    Media projekt tiskové tituly. Nej-
    čtenějším deníkem zůstává Blesk,
    pozici nejsilnějšího mediálho
    domu drží Mafra. Celkový zásah
    tiskových médií za období od
    4.čtvrtletí 2021 až do 3. čtvrtle
    2022 byl vporovní spředcho-
    zími výsledky výzkumu mírně
    vší adosáhl 83 procent popu-
    Svět podle MAM
    John Lewis a Vánoce, značkám vévodí Apple
    a mediální obraz prezidentských kanditů
    Společnost
    Meta plánuje
    propustit 11 tisíc
    zaměstnan,
    což je 13 procent
    pracovní síly.
    Od zátku
    roku ztratily
    akcie Mety
    71,5 procenta
    hodnoty.
    Zdroj: JOHN LEWIS
    ZPRÁVY
  • Strana 5

    Inzerce
    BYDLETE V BLÍZKOSTI
    VAŠÍ HVĚZDY
    stageshotel.com
    lace ČR ve věku 12 až 79 let. Cel-
    ková čtenost všech sledovaných
    tiskových titulů na jedno vy
    činí téměř 67 procent populace
    ČR v dané věkové kategorii. Nej-
    čtenějším celostátním deníkem
    byl Blesk (661 tisíc čtenářů na
    vydání), dále MF DNES (420tisíc
    čtenářů) ana třem místě deník
    Sport (175 tis. čtenářů).
    Posluchači rádií
    hledají lehčí
    témata
    Ačkoliv stanice ČRo Radiožurl
    stává inadále nejposlouchaněj-
    ším rádiem včeském éteru sden-
    ní poslechovostí 835 tisíc, během
    letních měsíců zaznamenala spo-
    lu sdalšími stanicemi Českého
    rozhlasu Dvojkou či Plus drobný
    pokles vposlechovosti. Reali-
    zátoři výzkumu Radioprojekt,
    který ve středu zveřejnil aktlní
    výsledky, to připisují tomu, že
    část společnosti je už přesycena
    zpravodajskými tématy aprefe-
    ruje lehčí témata kposlechu. Na
    druhé pozici vposlechu se drží
    Rádio Implus (718tis.), otřetí
    íčku se přetahují Evropa 2
    (639tis.) aRádio Blak (634 tis.).
    Naopak potěšující zprávou pro
    Český rozhlas je poslechovost
    tematické stanice ČRo Radiožur-
    l Sport, která po necelém roce
    al vysíní získala 23 tisíc den-
    ních a37 tisíc týdenních poslu-
    chačů. Malý rozl mezi oběma
    čísly naznačuje, že by digitálně
    vysílaná stanice mohla mít do
    budoucna velmi věrné publikum.
    Značkám
    nadále vévodí
    Apple
    Společnost Interbrand zveřejnila
    svůj žebříček Best Global Brands
    2022, kterému vévodí značka
    snakousnutým jablkem, následo-
    vaná Microsoftem aAmazonem,
    které si oproti loňsku prohodily
    pořadí. Meziročně se hodnota
    stovky prvních značek vžebříč-
    ku zvýšila ošestnáct procent na
    více než tři biliony dolarů. Prv
    desítka nedoznala oproti loňsku
    výraznějších změn.
    Hodnota brandu Apple je
    podle zprávy 482 miliard dolarů,
    meziročně si polepšila oosmnáct
    procent. Microsoft poskočil na
    druhou příčku, když dokázal zvý-
    šit hodnotu značky o32 procent
    na 278 miliard dolarů adostal se
    tak před Amazon s274 miliarda-
    mi dolarů. Vprvní pětce je samo-
    zřejmě také Google s251 miliarda-
    mi na čtvrtém místě (meziroč
    +28%). Samsung na pátém místě
    má už výraznou ztrátu ahodnota
    jeho brandu činí asi 87 miliard
    dola. První desítka značek má
    větší kumulativní hodnotu než
    zbylých 90 dohromady.
    Zajímavostí je, že například
    průměrné stáří prvních pěti
    společností je necelých 40 let,
    zatímco průměr pro celou prv
    stovku činí 110 let. Za dvě dekády,
    co Interbrand žebříček zveřej-
    ňuje, se pouze 36 společností
    udrželo vTOP 100. Konkurence
    je neúprosná atak zmizela na-
    íklad Nokia, MTV, AOL nebo Ya-
    hoo! Změny dobře ilustruje Tesla,
    která byla druhým největším
    skokanem o32 procent na celko-
    vé dvanácté místo. Výrazný růst
    zaznamenal také Chanel (+32%),
    Ferrari (+31%) nebo Lego (+30%).
    Mezi nováčky letošního výběru se
    probojovaly na 54. místě Airbnb
    shodnotou brandu 13,4 miliardy
    dola, dále Red Bull na 64. mís
    s11,5 miliardami aXiaomi na
    84.s7,3 miliardami.
    Mediální obraz
    kandidá
    Společnost Monitora Media
    spustila projekt Mediální obraz,
    který přináší nejucelenější pře-
    hled mediální stopy jednotlivých
    prezidentských kandidátů. Za
    posledních čtrnáct dní česká mé-
    dia věnují pozornost především
    Andreji Babišovi, který získal
    třetinu všech zmínek vonli-
    ne, tištěch, ale itelevizních
    arozhlasových médiích. Druhým
    nejzmiňovanějším kandidátem
    je Petr Pavel se 14 procenty. Přes
    hranici deseti procent se ještě
    dostali Danuše Nerudová aPavel
    Fischer. Na soclních sítích si
    zatím dí zpohledu zmínek
    Andrej Babiš téměř 70procent
    podíl. Svelm odstupem je za
    m Petr Pavel as11 procenty drží
    dvoucifernou hodnotu Danuše
    Nerudová. Technologicky se
    prolující Karel Janeček si zcel-
    kového koláče zastoupení svého
    jména na soclních sítích ukousl
    pouze půl procenta.
    Zdroj: ISTOCK
    ZPRÁVY05
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