Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
46/2023
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. Aktuální vydání je k dispozici v digitální podobě. Budeme rádi, když si tištěnou verzi předplatíte.
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4613. listopad 2023149 Kč / 7 €Strana 2
Hlavní partneři:Hlavní mediální partner:Partneři:Mediální partneři:Děkujemepartnerům konferenceForum Media 2023Pořadatelé aodborní partneři:FM_inz_210x280_MAM_podekovani-partnerum.indd 1FM_inz_210x280_MAM_podekovani-partnerum.indd 1 10.11.2023 19:5710.11.2023 19:57Strana 3
Třiadvacátý ročník Fora Media odstartovalukázkou péče onejhodnotnější evropskouznačku avarováním před umělou inteligencí.Forum MediaNejúspěšnější jsou autentické trendy tvořenéuživateli, které ibrandy umějí skvěle využít,říká Dominika Skirło zTikToku.Forum MediaJeremy Galbraith zkritizoval přístup Západukválce na Ukrajině, ale ocenil vystupováníNATO, které představila Oana Lungescu.Forum MediaAI, sociální sítě, dezinformace. Jak těmtoproblémům, které se navzájem multiplikují,čelí tradiční média?Forum MediaPohled do světa krizové komunikaceastrategií řízení pověsti.Forum MediaJaké trendy ovlivňují úspěšné komunikačníkampaně, klíčové kompetence vPR, válkuikrálovskou rodinu?Forum MediaZástupci agentur azadavatelů otevřeli témabezhlavého tendrování vČesku.Titulní strana: Rudolf Novák, foto: Tomáš NovákⓉForum Media„Akce jako víno.“ „The team has been perfect.“„Profesionálně připravená a zároveň zábavnáakce.“ „The team has been wonderful and I hopethat you have found the day as useful and inspi-ring as I have.“ To je jen zlomek vřelých reakcí,které se k nám dostaly bezprostředně po uzavřeníletošního ročníku Forum Media. Děkujeme všemparnerům, řečníkům i účastníkům za bezvadnouatmosféru. A děkujeme také našim dámám z pro-dukce (na fotce), protože nebýt jich, určitě by takskvělá naše konference nebyla.Radana ČechovášéfredaktorkaDíky moca na viděnou za rokČíslo týdneúčastníků měl letošní ročník konferenceForum Media, vystoupilo na něm 77řeč‑níků (včetně moderátorů), ztoho bylo21zahraničních vystupujících zcelkem10 zemí. Akce proběhla vjeden den9.listopadu vpěti sálech O2 universa.MARKETING & MEDIAStrana 4
spustilo spo-lupráci se společností Micro-soft aonline obchodům takumožňuje přístup kreklamníplatformě Microsoft Ads. uzavřela partnerstvíse společností Sprinklr, snížchce vyvíjet integrovaná AIřešení na řízení zákaznic-ké zkušenosti pro globálníklienty., skupinarem působících voblastidigitální transformace atech-nologií, oznámila výsledkyhospodaření za skální rok2022/2023. Nekonsolidova-ný obrat skupiny narostl ze426na 591 milionů korun.Provozní zisk mírně kleslkvůli investicím do rozvojeportfolia služeb avznikunových subjektů. se letos opět stalagenerálním partnerem ces-tovatelského asportovníhofestivalu Obzory 2023. si ve výběrovémřízení na eventovou agentu-ru vybralo tým Extrovetrs.Společně už za sebou majíotevření vlajkového obchoduvBratislavě či vánoční eventvbytě Notino. ze skupiny MediaBohemia spouští nový pořadNext generation zaměřený nageneraci Z. Jde oosobní tipyna sony od mladých českýchhvězd hudební scény iTikTo-ku aInstagramu., Nadační fond nezávis-lé žurnalistiky, vydal novouaktualizaci MediaRatingu.Polepšily si například Deník čiRespekt na známku A. Nahoruposkočily ibulvární titulyBlesk či Aha, které získalyznámku B. přišel snovou gra-kou iobsahovými změnami—počítá svyužitím zejména namobilech, velká část fotograíavideomateriálů je prezento-vána vertikálně. Novinkou jeinasazení formátu stories. SvodkaFacebook aInstagrambez reklam? Za240 korun měsíčněje takový účet váš.Společnost Metazačala vminulémtýdnu vEvropěnabízet předplatné,které uživatele zbavíreklamních sdělení.Co se může jevit jakovstřícné gesto, je spíšekrok vynucený úřadyna ochranu osobníchúdajů.Nejčtenějším celostátnímdeníkem zůstává Blesk, nej-poslouchanější rozhlasovoustanicí Radiožurnál. Vyplýváto zaktuálních dat výzkumůMedia projekt aRadioprojekt.Čtenost tištěných titulů senemění aplatí, že alespoň něja-ký tištěný titul si přečte 81 pro-cent populace ve věku 1279let.Čtenost Blesku meziročně kleslao10 procent na 595 tisíc osob,druhé místo drží mezi celostát-ními deníky MF Dnes (387 tis.)atřetí Sport (161 tis.).Vrámci Radioprojektu dosa-huje nejvyšší denní poslecho-vosti Radiožurnál, ato ipřesnezanedbatelný mezikvartálnípokles, kdy oproti první-mu pololetí přišel o64 tisícposluchačů. Stabilní výsledkydrží druhý Impuls, kmírnémupropadu došlo utřetí Evropy2. Komu se naopak dařilo, bylBlaník, který snížil odstup natřetí pozici.Santa vprádelně, vposilovněpod činkou, vmetru či jakohasič. Vánoční kamion Coca--Coly dorazil na obrazovkyspotřebitelů asním iletošnísváteční kampaň.„Svět potřebuje více Santů,kteří dělají drobné dobréskutky. Stačí je pouze objevitvkaždém znás,“ zní její posel-ství, které staví do hlavní roleamerický symbol Vánoc. Glo-bální spot má na svědomí týmWPP Open X pod vedenímkreativní agentury VML azapřispění řady dalších agen-tur: Grey, Ogilvy PR, EssenceMediacom, Hogarth aJKR.Opíseň „ICould Be SantaClaus“, která poprvé zaznělavroce 1974, se postarala brit-ská zpěvačka Celeste.„Ústřední myšlenkouletošní vánoční kampaněje, že každý znás může býtSantou aže to pravé kouzloVánoc spočívá předevšímvtom, když někoho potěšímedobrým skutkem či projevemlaskavosti,“ vysvětluje MáriaDrotárová, Senior MarketingManager pro ČR aSR.Kreativci soutěžili vevlaku, John Lewis máhladový stromečekaSanta nabírá svaly.Foto: Coca ‑ColaZprávyod4 — 5Strana 5
InzerceOocenění HbbTV Awardsbudou na konci listopadu nakonferenci vNeapoli usilo-vat ičeské mediální skupinyNovaaPrima.Obě se dostaly na shortlistkategorie „Nejlepší využitíHbbTV pro řešení založenána reklamě“. Nova za nabíd-ku Motion Screen, Primasplatformou Ad Simple,která umožňuje klientůmrychlý aautomatizovanýnákup reklamního formátuSwitch -In.Skupina Nova se pak můžedočkat ocenění idíky zpravo-dajskému servisu TN Live, atovkategorii „Nejlepší marke-ting nebo propagace službyzaložené na HbbTV“.Britský řetězec John Lewis,bez jehož vánoční kampaněnejen vBritánii neodstartujepředvánoční sezona, před-stavil svůj letošní svátečníspot. Poprvé po 14 letech honepřipravovala agenturaAdam & Eve.Po vyhraném tendru sekreativy ujala Saatchi & Saat-chi, která společně sprodukcíRi Ra Films arežisérskýmuskupením Megaforcepředstavuje příběh chlapce,který si ze semínka pěstujeideální vánoční stromeček,zněhož ale vyroste masožra-vá rostlina.Veselý příběh vybízejícíkzamyšlení udiváků podleměření společnosti System1uspěl aza efektivitu získal3,6hvězdy. Stím se siceneprobojoval do první desít-ky— tu vede řetězec Aldi— alepro John Lewis to znamenánejvyšší skóre za poslednítři roky. „Pořád mohou učitostatní značky jak riskovat,získávat pozornost médií ato,jak zvánoční kampaně udělatskutečnou událost,“ uvedl JonEvans ze System1.Adriána Kachman aKristýnaSchönová zvítězily včeskémkole soutěže Creative Express,které se odehrálo na kolejích,ačeká je evropské nále podhlavičkou ADC Europe.Netradiční formát pořada-telského Art Directors Clubuposadil deset týmů složenýchzmladých talentů na vlakPraha -Bratislava azpět, abyna cestě vytvořily kreativníkoncepty pro České dráhy.Vcílové stanici rozhodlopro vítězky to, že výborně spo-jily benety osobního pohodlíaekologického chování.Očekávání, že se lidé po koncicovidové krize budou vracetknákupům voine světě, senenaplnilo. Podle dat společ-nosti Google jejich podíl stálenarůstá — aktuálně činí56 procent.Google sleduje nákupníchování spotřebitelů na kaž-doroční bázi. Podle letošníhovýzkumu podíl online nákupůroste napříč sektory. Vpřípaděspotřební elektroniky vzrostlz53 procent vroce 2019 na78 procent vroce 2023.„Stále větší váhu získáváonline vkategoriích, které bylydoménou oine světa, jako jemóda, kde vposledních dvouletech vidíme silný nástup,“uvedl František Štrupl, jenžvGooglu vede obchodní týmzodpovědný za spoluprácise -commerce aretailovýmispolečnostmi. Zatímco předčtyřmi lety nakupovalo móduonline jen 27 procent Čechů,dnes jich je 61 procent. Foto: John LewisodMARKETING & MEDIAStrana 6
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