Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

50/2023

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.

  • Strana 1

    Do hubenější české
    e-commerce vlítli
    dva velcí hladoví hráči
    sonline tržišti.
    Zazáří, či vyhasnou?
    50
    
    

  • Strana 2

    Odborní partneři soutěže:Pořadatel soutěže:
    Do 15. prosince přijímáme nominace
    na agenturaroku.mam.cz.
    PŘIHLAŠUJTE
    SVÉ FAVORITY
    DO SOUTĚŽE
    AGENTURA ROKU!
    MAM_agentura_roku_prihlasovani_favoritů_inz_210x280mm_2023.indd 1MAM_agentura_roku_prihlasovani_favoritů_inz_210x280mm_2023.indd 1 01.12.2023 12:4301.12.2023 12:43

  • Strana 3

    
    
    Dobývají zahraniční online tržiště českou
    e-commerce, nebo je naopak nároční
    zákazníci odbývají?
    
    
    
    
    Digitální novinka v tunelu metra inzerenty
    zaujala a je na půl roku vyprodaná.
    
    
    
    Amazing Places vstupuje do desátého roku.
    Mimo jiné staví věrnostní program a pracuje
    na propojení s Google Maps, říká Petr Kotík.
    
    
    
    
    Kreativita v reklamě je mnohem důležitější
    než v minulosti. Ona rozhoduje o úspěchu.
    
    
    
    
    Už jsme si dokázali, že práce v mediální
    bublině omlazuje. Tentokrát prokážeme, jak
    zvyšuje optimismus a tendenci zachránit svět.
    
    
    
    Karotka Kevin je opět hrdinou nejefektivnější
    vánoční kampaně v Británii. Jeho přínos
    čerstvě ocenila evropská Ee.
    
    
    
    Vhled do historicky první videokampaně
    online antikvariátu Knihobot dává manažerka
    značky Barbora Votavová.
    
    
    
    Elon Musk se toho nebojí. Minulý týden uameric-
    ké Komise pro kontrolu cenných papírů nahlásil,
    že hodlá vybrat až miliardu dolarů prodejem akcií
    startupu X.ai, kde vyvíjí vlastní umělou inteligen-
    ci. Ten také nedávno představil chatbota Groka,
    který je údajně modelovaný podle Stopařova prů-
    vodce po galaxii. Ač podle rmy získává znalosti
    zinternetu vreálném čase, je tak trochu rebel.
    Azodpoví i„pikantní“ otázky, které jiné chatboty
    odmítají. „Pokud nenávidíte humor, raději ho
    nepoužívejte,“ varuje X.ai na svém webu.
    Musk si jako rebel sjednou rmou X říká omili-
    ardu, zatímco ujeho druhého X, kdysi zvaného
    Twitter, se řeší, jestli náhodou nezbankrotuje. Opět
    se od něj odvrátili velcí zadavatelé ajen dokonce
    roku může X přijít o75 milionů dolarů. Odhaduje
    se, že mu letos příjmy zreklamy klesnou na 1,9mili-
    ardy dolarů zloňských čtyř. (Ato podle Reuters
    musí rma ročně platit 1,2 miliardy na úrocích za
    úvěry.) Disney, Warner Bros, Apple či IBM na síti
    zastavily kampaně poté, co se jejich reklamy obje-
    vily unacistických příspěvků. Antisemitismem při-
    spíval nebo ho minimálně podporoval isám Musk.
    Aco udělal, když se začali inzerenti stahovat?
    Poslal je nevybíravě do míst, kam Slunce nesvítí.
    Nechtěl bych vtuhle chvíli být Lindou Yaccari-
    no, která se jako respektovaná mediální mana-
    žerka postavila do čela Twitteru, aby partnery
    uklidnila analákala zpět. Šéfovat ale něčemu,
    kde vám majitel neustále háže klacky pod nohy,
    až to vypadá, že chce rmu položit sám? Ony
    pak veškeré její pokusy oto, aby X vypadalo jako
    regulérní byznys, ane jako hračka rozjíveného
    miliardáře, vyznívají tak nějak marně. Atak když
    minulý pátek na X uvedla, že jen během prosince
    nově přišlo na síť 10 milionů lidí, bylo jediné, co
    mě napadlo: „Amohl bych je vidět?“
    Jakub Křešnička
    redaktor
    Hračky rozjíveného
    miliardáře
    
    
    
    
    
    
    
    
    MARKETING & MEDIA

  • Strana 4

     změní od příštího roku
    metodiku měření návštěv-
    nosti webových stránek
    NetMonitor. Dosavadní řešení
    OverNight nahradí Constant
    Panel (včase neměnný panel
    o100 tisíci lidech skonstant-
    ními váhami). Výzkum bude
    dál zajišťovat společnost
    Gemius. SPIR tak reaguje na
    postupné ukončování cookies
    třetích stran.
    , platfor-
    ma pro automatizovanou
    e-mailovou aSMS komuni-
    kaci, koupila e-commerce
    veletrh akonferenci Czech
    On-line Expo od zakladatele
    Jana Kalianka. První ročník
    snovým majitelem proběhne
    27.a28.února2024 na výsta-
    višti PVA Expo Praha.
     je největším inzeren-
    tem vsegmentu poštovních
    akurýrních služeb. Dle
    přehledu Ad Intel od Nielsen
    obsadil mezi lednem aříjnem
    reklamní prostor vceníko-
    vých cenách téměř 14 milionů
    korun. Sdrobným odstupem
    následuje Česká pošta. Třetí
    Zásilkovna utratila zhruba
    třikrát méně. Přitom podle
    průzkumu ResSolution Group
    její služby využívá 75 procent
    Čechů. Vpřípadě PPL aČeské
    pošty je to 59 procent.
    , organizace
    bojující proti vyhazování
    potravin, spustila kampaň
    od WMC Grey na akci Obě-
    dovka, která nevyužité porce
    zjídelen věnuje do azylových
    domů. Spoty vznikly sCreative
    Embassy arežiséry Mugshots.
     sjednotí od příštího
    roku stovky svých inuencer-
    ských kampaní pod řešení
    Oneuence. Pro všech 27zna-
    ček vČesku, Maďarsku ana
    Slovensku ho zajistí konsorci-
    um agentur WS Czech aAMI
    Communications Slovakia.
     Plzeň-Božkov spustil
    vlistopadu nový prodej-
    ní kanál, vlastní e-shop
    Drinkito.cz. Bude místem
    inspirace ipro prodej limitova-
    
    Velké jazykové
    modely neodpovídají
    na vaše otázky
    správně, ale dávají
    vám shluk textu ve
    tvaru odpovědi, uvedl
    spisovatel Charles
    Stross. Došel ktomu,
    když po kritice
    nepřesnosti nové
    generace modelů
    Google Gemini
    otestoval iBard od
    Microsoftu.
    
    
    Už druhou letošní úpravu
    nancování Rozhlasu atelevi-
    ze Slovenska (RTVS) před-
    stavila nedávno jmenovaná
    čtvrtá vláda premiéra Roberta
    Fica (Smer-SD). Po letním
    zrušení koncesionářských
    poplatků, jež nahradil příspě-
    vek ze státního rozpočtu ve
    výši 0,17procenta HDP, snížil
    ho kabinet vrámci úspor-
    ných opatření na minimálně
    0,12procenta. To má státní
    kase uspořit 54,8 milionu eur.
    Ač vláda uvádí, že uvažuje
    opovolení vyšších příjmů
    zreklamy, kritici návrhu zřad
    odborníků iopozice mluví
    osnaze vládních stran ovlád-
    nout veřejnoprávní média.
    Podezření podtrhlo ivyjádře-
    ní ministryně kultury Martiny
    Šimkovičové (nominována
    SNS), podle níž rozpočet stačí
    na pokrytí základních funkcí
    azabezpečí „ve vysílání
    RTVS zájmy státní kulturní
    politiky“.
    
    
    
    Působivou kampaň, která
    vzdává hold hrdinkám odbo-
    je, pro Paměť národa vytvo-
    řila agentura OAK Prague
    Terezy Svěrákové aTomáše
    Dvořáka. Spot vytvořený
    sBistro Films, který je zatím
    nasazen online apříští rok se
    objeví ivTV, ukazuje srežií
    Marka Partyše příběh spisova-
    telky Věry Jirousové, jenž při-
    bližuje voiceover jejího syna
    Tobiáše Jirouse. „Patří mu
    velké poděkování, stejně jako
    studiím Kabelovna aJaroslavu
    Kratochvílovi, Igoru Paletovi,
    Doře Pružincové,“ uvedla
    Svěráková.
    Aktuální spot, jehož vznik
    uspíšila úspěšná protestní
    hladovka Jiřího Gruntoráda
    aJohna Boka, kteří jí mimo
    jiné vyzývali křešení problé-
    mu nízkých penzí disidentů
    adisidentek, je součástí
    širších aktivit. OAK sPamětí
    národa jimi chtějí připome-
    nout ženy — hrdinky odboje
    —aupozornit na jejich další
    příběhy.
    Slovenské agentury sbírají
    ceny, ale rostou obavy
    omédia veřejné služby.
    Nova sází na kriminálky
    aPaměť národa
    připomíná hrdinky.
    
    
    

  • Strana 5

    
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    
    
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    Skupina Nova představila
    programové schéma pro jaro.
    Trumfy lineárního vysílání
    mají být kriminálky Policie
    Hvar, Specialisté či Odznak
    Vysočina, platforma Voyo při-
    nese očekávanou šestidílnou
    sérii Metoda Markovič: Hojer
    či poslední třetí řadu Ivety.
    Finále na hlavním kanále
    čeká také dobový seriál Zlatá
    labuť, hned dvojité vysílací
    porce se dočká Jedna rodina
    apřipraveny jsou ipremiéro-
    vé díly Ulice, Výměny man-
    želek, Utajeného šéfa nebo
    kvízové show Superlov. „Nová
    sezona bude plná premié-
    rových návratů oblíbených
    stálic nejrůznějších žánrů,“
    uvedla ředitelka programu TV
    Nova aVoyo Silvia Majeská
    
    
    Slovenské agentury si během
    minulého týdne připsaly další
    úspěchy na evropských isvě-
    tových soutěžích.
    Nejdříve ve středu ocenila
    nejefektivnější evropské kam-
    paně soutěž Ee. Vní jediný
    český zástupce —McCann
    Prague sprojektem 13 minut
    pro ČAP — získal umístění
    na shortlistu. Bronz vkate-
    gorii Positive Change: Social
    Good — Brands si odnesl
    bratislavský Triad za kampaň
    „Hovorte úprimne oduševnej
    nepohode“ pro pojišťovnu
    Uniqua. Stříbro pak vkate-
    gorii Positive Change: Social
    Good — Non-prot získala
    agentura This is Locco za
    kampaň bojující proti ruské
    propagandě „Nastěnka“ pro
    Zastoupení Evropské komise
    naSlovensku.
    This is Locco pak zabodo-
    vala ive čtvrtek na globální
    kreativní soutěži hodnocené
    novináři Epica (vní Česko
    nemělo ani zástupce na
    shortlistu). Získala stříbro
    (retail) adva bronzy (mediální
    inovace abrandový obsah) za
    projekt „Hokejová mrkva“ pro
    slovenský Kauand, snímž už
    bodovala na festivalu Golden
    Drum, kde byla oceněna jako
    Nezávislá agentura roku.
    Úspěch Slovenska pak ještě
    doplnila agentura Jandl
    Marketing, která na Epice zís-
    kala bronz vkategorii Gender
    Equity za projekt Nezničitelné
    vlajky pro Dúhový Pride. 
    ných edicí. Firma představila
    inovinku prémiového rumu
    El General či novinku české
    single malt Whisky Prádlo.
    otevřel
    událnice D7 nový retail park
    Stehelčeves, kde mezi největší
    nájemce patří Billa, dm droge-
    rie, Don Pealo, Pepco či Super
    zoo. Objeví se tam idruhá
    pobočka fast foodu Popeyes.
     zavede od příštího
    roku nový systém bezho-
    tovostních plateb, který
    aktuálně funguje uvybraných
    obchodníků vpilotním provo-
    zu. Řešení má vlastní značku
    Cvak avizuální identitu odliš-
    nou od Air Bank, protože ho
    může využívat klient každé
    banky, stačí jen mobilní
    telefon aplatební karta.
    ,
    vzdělávací platforma Pavlí-
    ny Louženské, Anety Mar-
    tinek aLucie Audi, letos
    zdvojnásobila obrat na
    20milionů korun acelkem
    proškolila 600absolventů.
    , platforma pro
    omnichannel marketing,
    jen během letošního Black
    Friday odbavila 19,2 mili-
    onu e-mailů snabídkami
    slev, což představuje mezi-
    roční nárůst o21 procent.
    Češi letos utratili přes sedm
    milionů korun. 
    MARKETING & MEDIA

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  • Slovenské agentury sbírají ceny, ale rostou obavy o média veřejné služby. Nova sází na kriminálky a 

    Velké jazykové modely neodpovídají na vaše otázky správně, ale dávají vám shluk textu ve tvaru odpovědi, uvedl spisovatel Charles Stross. Došel k tomu, když po kritice nepřesnosti nové generace modelů Google Gemini otestoval i Bard od Microsoftu.

    RTVS bude mít nižší rozpočet

    Už druhou letošní úpravu financování Rozhlasu a televize Slovenska (RTVS) představila nedávno jmenovaná čtvrtá vláda premiéra Roberta Fica (Smer-SD). Po letním zrušení koncesionářských poplatků, jež nahradil příspěvek ze státního rozpočtu ve výši 0,17 procenta HDP, snížil ho kabinet v rámci úsporných opatření na minimálně 0,12 procenta. To má státní kase uspořit 54,8 milionu eur. Ač vláda uvádí, že uvažuje o povolení vyšších příjmů z reklamy, kritici návrhu z řad odborníků i opozice mluví o snaze vládních stran ovládnout veřejnoprávní média. Podezření podtrhlo i vyjádření ministryně kultury Martiny Šimkovičové (nominována SNS), podle níž rozpočet stačí na pokrytí základních funkcí a zabezpečí „ve vysílání RTVS zájmy státní kulturní politiky“.

    Paměť národa a OAK vzdávají hold disidentkám

    Působivou kampaň, která vzdává hold hrdinkám odboje, pro Paměť národa vytvořila agentura OAK Prague Terezy Svěrákové a Tomáše Dvořáka. Spot vytvořený s Bistro Films, který je zatím nasazen online a příští rok se objeví i v TV, ukazuje s režií Marka Partyše příběh spisovatelky Věry Jirousové, jenž přibližuje voiceover jejího syna Tobiáše Jirouse. „Patří mu velké poděkování, stejně jako studiím Kabelovna a Jaroslavu Kratochvílovi, Igoru Paletovi, Doře Pružincové,“ uvedla Svěráková.

    Aktuální spot, jehož vznik uspíšila úspěšná protestní hladovka Jiřího Gruntoráda a Johna Boka, kteří jí mimo jiné vyzývali k řešení problému nízkých penzí disidentů a disidentek, je součástí širších aktivit. OAK s Pamětí národa jimi chtějí připomenout ženy — hrdinky odboje — a upozornit na jejich další příběhy.

    Nova představila jarní program

    Skupina Nova představila programové schéma pro jaro. Trumfy lineárního vysílání mají být kriminálky Policie Hvar, Specialisté či Odznak Vysočina, platforma Voyo přinese očekávanou šestidílnou sérii Metoda Markovič: Hojer či poslední třetí řadu Ivety. Finále na hlavním kanále čeká také dobový seriál Zlatá labuť, hned dvojité vysílací porce se dočká Jedna rodina a připraveny jsou i premiérové díly Ulice, Výměny manželek, Utajeného šéfa nebo kvízové show Superlov. „Nová sezona bude plná premiérových návratů oblíbených stálic nejrůznějších žánrů,“ uvedla ředitelka programu TV Nova a Voyo Silvia Majeská

    Ceny Slovensku z Evropy i ze světa

    Slovenské agentury si během minulého týdne připsaly další úspěchy na evropských i světových soutěžích.

    Nejdříve ve středu ocenila nejefektivnější evropské kampaně soutěž Effie. V ní jediný český zástupce —McCann Prague s projektem 13 minut pro ČAP — získal umístění na shortlistu. Bronz v kategorii Positive Change: Social Good — Brands si odnesl bratislavský Triad za kampaň „Hovorte úprimne o duševnej nepohode“ pro pojišťovnu Uniqua. Stříbro pak v kategorii Positive Change: Social Good — Non-profit získala agentura This is Locco za kampaň bojující proti ruské propagandě „Nastěnka“ pro Zastoupení Evropské komise na Slovensku.

    This is Locco pak zabodovala i ve čtvrtek na globální kreativní soutěži hodnocené novináři Epica (v ní Česko nemělo ani zástupce na shortlistu). Získala stříbro (retail) a dva bronzy (mediální inovace a brandový obsah) za projekt „Hokejová mrkva“ pro slovenský Kaufland, s nímž už bodovala na festivalu Golden Drum, kde byla oceněna jako Nezávislá agentura roku. Úspěch Slovenska pak ještě doplnila agentura Jandl Marketing, která na Epice získala bronz v kategorii Gender Equity za projekt Nezničitelné vlajky pro Dúhový Pride. ■

  • Svodka

    SPIR změní od příštího roku metodiku měření návštěvnosti webových stránek NetMonitor. Dosavadní řešení OverNight nahradí Constant Panel (v čase neměnný panel o 100 tisíci lidech s konstantními váhami). Výzkum bude dál zajišťovat společnost Gemius. SPIR tak reaguje na postupné ukončování cookies třetích stran.


    SmartEmailing, platforma pro automatizovanou e-mailovou a SMS komunikaci, koupila e-commerce veletrh a konferenci Czech On-line Expo od zakladatele Jana Kalianka. První ročník s novým majitelem proběhne 27. a 28. února 2024 na výstavišti PVA Expo Praha.


    PPL je největším inzerentem v segmentu poštovních a kurýrních služeb. Dle přehledu Ad Intel od Nielsen obsadil mezi lednem a říjnem reklamní prostor v ceníkových cenách téměř 14 milionů korun. S drobným odstupem následuje Česká pošta. Třetí Zásilkovna utratila zhruba třikrát méně. Přitom podle průzkumu ResSolution Group její služby využívá 75 procent Čechů. V případě PPL a České pošty je to 59 procent.


    Zachraň jídlo, organizace bojující proti vyhazování potravin, spustila kampaň od WMC Grey na akci Obědovka, která nevyužité porce z jídelen věnuje do azylových domů. Spoty vznikly s Creative Embassy a režiséry Mugshots.


    L’Oréal sjednotí od příštího roku stovky svých influencerských kampaní pod řešení Onefluence. Pro všech 27 značek v Česku, Maďarsku a na Slovensku ho zajistí konsorcium agentur WS Czech a AMI Communications Slovakia.


    Stock Plzeň-Božkov spustil v listopadu nový prodejní kanál, vlastní e-shop Drinkito.cz. Bude místem inspirace i pro prodej limitovaných edicí. Firma představila i novinku prémiového rumu El General či novinku české single malt Whisky Prádlo.


    ABP Holding otevřel u dálnice D7 nový retail park Stehelčeves, kde mezi největší nájemce patří Billa, dm drogerie, Don Pealo, Pepco či Super zoo. Objeví se tam i druhá pobočka fast foodu Popeyes.


    Air Bank zavede od příštího roku nový systém bezhotovostních plateb, který aktuálně funguje u vybraných obchodníků v pilotním provozu. Řešení má vlastní značku Cvak a vizuální identitu odlišnou od Air Bank, protože ho může využívat klient každé banky, stačí jen mobilní telefon a platební karta.


    #HolkyzMarketingu, vzdělávací platforma Pavlíny Louženské, Anety Martinek a Lucie Audi, letos zdvojnásobila obrat na 20 milionů korun a celkem proškolila 600 absolventů.


    Ecomail, platforma pro omnichannel marketing, jen během letošního Black Friday odbavila 19,2 milionu e-mailů s nabídkami slev, což představuje meziroční nárůst o 21 procent. Češi letos utratili přes sedm milionů korun. ■

  • Seznam rozšířil svou inzertní nabídku o tisk

    Do nabídky Seznamu nově přibyly možnosti tiskové inzerce. Přehled online formátů a také doporučení na jejich využití jsou v Seznam Menu.

    I když je Seznam českou internetovou jedničkou a dosud nabízel pouze online a audioreklamu, po převzetí vydavatelství Borgis u něj zadavatelé nově najdou i možnost tiskové inzerce v deníku Právo. Aktuálně finišuje propojení inzertní nabídky Seznamu a Práva, aby od ledna bylo možné řešit plánování a nákup inzerce pouze s jedním obchodníkem na straně Seznamu.

    Tisková média pro řadu čtenářů stále představují spolehlivý zdroj informací i možnost si na chvilku odpočinout od digitálního světa. Sdělení v tisku lze navíc chytře propojit s online kampaní. Využitím výhodných balíčků, které tisk a online kombinují, nebo překlopením online inzerce do tištěné podoby mohou inzerenti výrazně zvýšit dosah reklamních sdělení, a to zejména – jak ukazují naše statistiky – mezi aktivní a vzdělanější cílovou skupinou středního věku s vyšším socioekonomickým statusem.

    Přehledně naservírované možnosti online reklamy

    Už na jaře Seznam představil Seznam Menu, webovou stránku, která poskytuje komplexní přehled online reklamních formátů a možností inzerce. Seznam Menu klientům umožňuje, aby se zorientovali v inzertní nabídce, inspirovali se a odnesli si i doporučení ohledně optimálních formátů pro konkrétní komunikační a reklamní strategii.

    Tisková média pro řadu čtenářů stále představují spolehlivý zdroj informací i možnost si na chvilku odpočinout od digitálního světa.

    V rámci Seznam Menu si klienti mohou snadno filtrovat formáty podle svých potřeb, ať už chtějí budovat značku, nebo podpořit výkon kampaní. Vybrat si také mohou, do jaké míry se do vytváření reklamního sdělení chtějí zapojit. Součástí reklamní nabídky Seznamu jsou i doporučení, které formáty se v kampaních vhodně doplňují. To vše přehledně, srozumitelně a na jednom místě. ■


    Prohlédněte si reklamní menu Seznamu i vy:

  • Media a trh - Po reklamě v tunelu metra čeká Česko i 3D „venkovka“

    Novinka v podobě digitální inzertní plochy v tunelu metra inzerenty zaujala a je na půl roku vyprodaná.

  • Jste připraveni na rok sportu? Redakce iSport.cz ano

  • Téma čísla: Marketplace a český trh - Náročná cesta tržišť do srdcí a peněženek

    Dobývají zahraniční online tržiště českou e-commerce, nebo je nároční zákazníci odbývají? Zmapovali jsme letošní příchod Allegra a Kaufland Marketplace a odlišné výzvy, kterým obě velké značky čelí.

  • I marketplace potřebuje obchodní platformu

  • Pro partnery jsme dobrý startovací motor

  • Hračky rozjíveného miliardáře

    Elon Musk se toho nebojí. Minulý týden u americké Komise pro kontrolu cenných papírů nahlásil, že hodlá vybrat až miliardu dolarů prodejem akcií startupu X.ai, kde vyvíjí vlastní umělou inteligenci. Ten také nedávno představil chatbota Groka, který je údajně modelovaný podle Stopařova průvodce po galaxii. Ač podle firmy získává znalosti z internetu v reálném čase, je tak trochu rebel. A zodpoví i „pikantní“ otázky, které jiné chatboty odmítají. „Pokud nenávidíte humor, raději ho nepoužívejte,“ varuje X.ai na svém webu.

    Musk si jako rebel s jednou firmou X říká o miliardu, zatímco u jeho druhého X, kdysi zvaného Twitter, se řeší, jestli náhodou nezbankrotuje. Opět se od něj odvrátili velcí zadavatelé a jen dokonce roku může X přijít o 75 milionů dolarů. Odhaduje se, že mu letos příjmy z reklamy klesnou na 1,9 miliardy dolarů z loňských čtyř. (A to podle Reuters musí firma ročně platit 1,2 miliardy na úrocích za úvěry.) Disney, Warner Bros, Apple či IBM na síti zastavily kampaně poté, co se jejich reklamy objevily u nacistických příspěvků. Antisemitismem přispíval nebo ho minimálně podporoval i sám Musk. A co udělal, když se začali inzerenti stahovat? Poslal je nevybíravě do míst, kam Slunce nesvítí.

    Nechtěl bych v tuhle chvíli být Lindou Yaccarino, která se jako respektovaná mediální manažerka postavila do čela Twitteru, aby partnery uklidnila a nalákala zpět. Šéfovat ale něčemu, kde vám majitel neustále háže klacky pod nohy, až to vypadá, že chce firmu položit sám? Ony pak veškeré její pokusy o to, aby X vypadalo jako regulérní byznys, a ne jako hračka rozjíveného miliardáře, vyznívají tak nějak marně. A tak když minulý pátek na X uvedla, že jen během prosince nově přišlo na síť 10 milionů lidí, bylo jediné, co mě napadlo: „A mohl bych je vidět?“


    Jakub Křešnička
    redaktor

  • Jak se stát Misfitem ve světě plném „skip buttons“

  • Analýzy a data - Mediálně-reklamní bubliny a skutečný svět: část II.

    Už jsme si dokázali, že práce v mediální bublině omlazuje. Tentokrát prokážeme, jak zvyšuje optimismus a tendenci zachránit svět.

  • Kreativita a kampaně - Jak mrkev pomohla Aldi k vyšším tržbám

    Karotka Kevin je opět hrdinou nejefektivnější vánoční kampaně v Británii. Jeho přínos čerstvě ocenila evropská Effie.

  • Je hybridní způsob práce přítel, nebo strašák?

  • Puma posiluje věrnost zákazníků díky řešení SAP

  • T-Mobile aktivuje českou Gen Z, smysluplně a dlouhodobě

  • Lidé v pohybu

  • Insight Barbory Votavové

  • Reklamní samuraj

  • Číslo týdne 3 mil.

    korun věnuje dm drogerie na podporu neziskové organizace Tereza. Výtěžek iniciativy Giving Friday z 24. listopadu 2023 se díky zákazníkům dm vyšplhal na 2,63 milionu korun. Společnost částku navýšila na výsledné tři miliony korun.

  • Obsah

    Náročná cesta tržišť do srdcí a peněženek

    Dobývají zahraniční online tržiště českou e-commerce, nebo je naopak nároční zákazníci odbývají? 

    str. 8–12


    Po reklamě v tunelu metra čekáČesko i 3D „venkovka“

    Digitální novinka v tunelu metra inzerenty zaujala a je na půl roku vyprodaná. 

    str. 6–7


    Pro partnery jsme dobrý startovací motor

    Amazing Places vstupuje do desátého roku. Mimo jiné staví věrnostní program a pracuje na propojení s Google Maps, říká Petr Kotík.

    str. 14–16


    Jak se stát Misfitem ve světě plném„skip buttons“

    Kreativita v reklamě je mnohem důležitější než v minulosti. Ona rozhoduje o úspěchu. 

    str. 17


    Mediálně-reklamní bublinya skutečný svět: část II.

    Už jsme si dokázali, že práce v mediální bublině omlazuje. Tentokrát prokážeme, jak zvyšuje optimismus a tendenci zachránit svět.

    str. 18–19


    Jak mrkev pomohla Aldi k vyšším tržbám

    Karotka Kevin je opět hrdinou nejefektivnější vánoční kampaně v Británii. Jeho přínos čerstvě ocenila evropská Effie.

    str. 20–21


    Pointa spotu mezi knihomoly rezonuje

    Vhled do historicky první videokampaně online antikvariátu Knihobot dává manažerka značky Barbora Votavová.

    str. 27

  • Obrázek - plocha typu v září otevřené arény MSG Sphere v Las Vegas

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