Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

51-52/2022

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

    STRASTIPLNÝ BOJ ČESKÝCH
    ZNAČEK S INFLACÍ
    Těžko byste na našem trhu hledali
    inzerenta, jehož by letošní rok
    významně neovlivnil. Patnáct
    zadavatelů se v hlavním tématu
    svěřuje, jak pracovali se značkami.
    ROZHOVORY, INFOGRAFIKY,
    ANKETY, NÁZORY, PŘEHLEDY
    Ročenka MAM přináší průřez
    rokem vjednotlivých oborech
    včetně rozhovorů sklíčovými
    lídry, komentářů, předhledně
    zpracovaných dat ikalendářů akcí.
    68
    STRAN
    mapuje dramatický rok
    ROČENKA
    2022
    51–52
    19. prosince 2022
    299 Kč / 14,21 €

  • Strana 2

    Šampioni fandí šampionům
    Vychovávat talenty a budovat týmového ducha, to má sport a stavebnictví
    společné. Už víc než 70 let v České republice stavíme 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 12.12.2022 11:4512.12.2022 11:45

  • Strana 3

    @MarketingaMedia
    @MarketingaMedia
    Marketing & Media
    @marketingamedia
    volejte 735 707 420
    objednávejte chci.mam.cz
    Předplaťte si MAM a získejte vstup na všechny akce z cyklu Forum Media
    OBSAH
    STRASTIPLNÝ BOJ ZNAČEK S INFLACÍ
    Pokud získali zadavatelé po dvou letech covidové
    pandemie a neustálých změn pravidel i spotřebitelského
    chování pocit, že už je nic nepřekvapí, hned úvod
    letošního roku je rychle vyvedl z omylu.
    str. 4 –11
    RŮST CEN TV REKLAMY UŽ KLIENTI
    NECHTĚJI AKCEPTOVAT
    Výrazná personální fluktuace vyvolaná zrodem nové
    agentury a trvající vyprodanost televize. Co ještě přinesl
    rok 2022 na mediálním trhu?
    str. 12 –15
    AGENTURY PO LETECH
    ZVYŠUJÍ SAZBY
    Klidného roku se agentury nedočkaly, po covidu přišlo
    několik krizí a muselo se začít více jednat o penězích.
    str. 16 –25
    ČESKÝ OBSAH, DOBRÝ OBSAH
    A VOYO UŽ NAHÁNÍ NETFLIX
    Nabídka za platební bránou je úspěšná, když lidé získají
    pocit, že jim něco uniká. Tak jako v případě SVOD služby
    televize Nova.
    str. 28–29
    CHTĚJÍ LIDÉ POSLOUCHAT DALŠÍ
    ŠPATNÉ ZPRÁV Y?
    Ač je poslechovost stabilní, rádia musí mít na paměti, že
    část společnosti je už přesycena zpravodajskými tématy.
    str. 30
    JEDNO ZDRAŽENÍ TISKU
    NESTAČÍ, NĚKDY ANI DVĚ
    Extrémní náklady, klesající prodeje. Někteří vydavatelé
    tisku museli až třikrát během roku upravit cenu titulů.
    str. 31–33
    NOVELA AUTORSKÉHO ZÁKONA:
    BIČ NA GOOGLE PŘINESL NEVÝHRU
    Pyrrhovo vítězství českých online vydavatelů nad
    Googlem a spol. znamená místo příjmů z obsahu nižší
    návštěvnost i výdělky.
    str. 34
    OOH SE ODRAZILA K RŮSTU
    Po covidových propadech se obliba venkovních ploch
    vrací. Budoucnost odvětví je v digitálních plochách
    a využití zábavy.
    str. 36
    VIDEO A ZÁBAVA CENTREM ZÁJMU
    UŽIVATELŮ
    Světu sociálních médií dominovaly metaverse, změny
    v Twitteru, TikToku i zájem o menší sítě.
    str. 38 –39
    E-COMMERCE ČEKÁ HUBENĚJŠÍ ROK
    Letošní propad následují ne příliš růžové vyhlídky na rok
    2023, vítězi budou e-shopy s důrazem na kvalitní služby
    a efektivní fungování.
    str. 42 –45
    BOJ S NÁKLADY A DEZINFORMACEMI
    PR agentury chtějí státu pomoci se strategickou
    komunikací, je to potřeba. U tendrů oceňují, když je klient
    bere za partnery.
    str. 46 –51
    MYSLET POMALU, JEDNAT RYCHLE
    Výzkum trhu je letos podle všeho opět v růstu.
    str. 52–55
    EVENTY SE VRACEJÍ DO NORMÁLU
    Poptávka zadavatelů se vyšplhala na předcovidovou
    úroveň, po agenturách však chtějí flexibilitu i cenově
    úspornější řešení.
    str. 56 –59
    SPORTEM NABITÝ ROK
    Od Olympijských her v Pekingu přes domácí ME
    v basketbalu a návrat zápasů NHL do Prahy až po
    fobalové MS v Kataru.
    str. 60 –61
    LIDÉ V POHYBU
    Top přestupy v managementu, marketingu, médiích
    a reklamě v roce 2022.
    str. 62 –63
    NEZMEŠKEJTE UZÁVĚRKY
    Kreativní, mediální, eventové a všechny další soutěže,
    kterých se chcete účastnit a mít pro ně vše včas
    připraveno.
    str. 64 –65
    AKCE VE VAŠEM DIÁŘI
    Konference, veletrhy a festivaly věnované reklamě,
    médiím, marketingu a startupům, jež by vás v roce 2023
    neměly minout.
    str. 66
    Marketing & Media | Týdeník o komerční komunikaci | Číslo 51–52 vyšlo v pondělí 19. 12. 2022 | Ročník XXII, týdeník | Cena 99 Kč | Vydavatelem je Forum Media, s. r. o., IČ 06754066,
    Františka Křížka 362/1, 170 00 Praha 7 | Šéfredaktorka: Radana Čechová, Redakce: Pavel Hejkrlík (736 538 468), Jakub Křešnička (733 691 421), Petr Žaloudek (725 573 049)
    Korektury: Marta Švagrová. Tipy a informace zasílejte na adresu redakce@mam.cz | Design: Studio Marvil, Zlom: Astronaut Creative Lab
    Inzerce, obchodní spolupráce a mediální partnerství: Jan Pellant (606 661 077, jan.pellant@mam.cz) | Předplatné a distribuce: predplatne@mam.cz (735 707 420) | Distribuce: Česká pošta,
    Magnet Press Slovakia, Monitor | Tisk: Uniprint | Digitální verze MAM je provozována na Triobo, www.triobo.com | Jakékoliv užití a šíření obsahu časopisu i v jiném jazyce než v českém je bez
    písemného svolení vydavatele zakázáno.
    www.forummedia.cz
    www.mam.cz
    03 ROČENKA 2022

  • Strana 4

    04 ZADAVATELÉ A ZNAČKY
    „Covid nás naučil rychle se přizpůsobovat no-
    vým okolnostem. Rok 2022 ale přinesl zcela
    nečekané výzvy— válku na Ukrajině, omezení
    některých dodavatelských řetězců avyso-
    kou inaci,“ říká Michaela Franeková, šéa
    Unileveru pro Česko aSlovensko, podle níž
    inace způsobila větší segmentaci spotřebite-
    lů ajejich rozdílných potřeb. Podobně situaci
    shrnuje išéa marketingu řetězce Albert Ka-
    teřina Harris: „Žijeme ve světě, který se mění
    tak dynamicky, jak si asi nikdo znás nedoká-
    zal představit. To, co platilo ještě nedávno, už
    nemusí nutně fungovat nyní.“
    Atěžko byste na našem trhu hledali vý-
    znamného inzerenta, který by to viděl jinak.
    Násobně vyšší potřeba „agility aexibility“
    se objevovala prakticky ve všech odpově-
    dích výroční ankety časopisu Marketing
    aMedia. „Rok 2022 nás naučil, že na některé
    výzvy není možné se připravit, je ale nutné
    na ně obratem reagovat,“ glosuje současnou
    éru nevyzpytatelnosti mluvčí řetězce Lidl
    Tomáš Myler.
    Krátce řečeno: přední zadavatele reklamy
    naučil uplynulý rok zejména rychlým reak-
    cím. Tuzemským značkám ale rovněž umož-
    nil si otestovat, jak moc se vyplácí investice
    do brandu vnelehké době.
    VŠE OVLIVNĚNO INFLACÍ
    „Roční komunikační ‚roadmapa‘ určuje
    pouze klíčová témata, vjejichž rámci musíme
    umět reagovat na aktuální dění aklientské po-
    třeby. Jen tak můžeme být relevantní,“ řekla
    šéa značky akomunikace České spořitelny
    Monika Hovorková. Stím souhlasí tisková
    mluvčí Komerční banky Šárka Nevoralová.
    „Tento rok nás naučil, že ikdyž má stále
    smysl plánovat, zároveň musíme být schopni
    Text REDAKCE MAM
    Foto: ISTOCK
    Strastiplný
    boj značek
    s inflací
    Pokud získali zadavatelé
    po dvou letech covidové
    pandemie aneustálých
    změn pravidel
    ispotřebitelského
    chování pocit, že už je
    nic nepřekvapí, hned
    úvod letošního roku je
    rychle vyvedl zomylu

  • Strana 5

    05 ZADAVATELÉ A ZNAČKY
    improvizovat, být exibilní anacházet rychlá
    aefektivní řešení,“ uvedla stím, že příkladem
    může být krach Sberbank avyplácení vkladů
    klientům nebo spuštění projektu sdílení
    bankomatů.
    To, že letošní rok rámovaly obavy spotřebi-
    telů zvysoké inace arekordních cen energií
    (viz také infograka na str. 10), potvrzují idal-
    ší oslovení. „Zposledních dat, která máme
    kdispozici, vyplývá, že téměř 60 procent lidí
    vČR se obává zhoršené nanční situace. Ato
    je nejvíc za posledních 30 let,“ dodává Hovor-
    ková stím, že už asi pětina populace nemá
    žádnou nanční rezervu. Mezi klienty bank
    roste zájem oporadenství, které se týká otá-
    zek nančního zdraví azpůsobů, jak udržet
    vyrovnaný rozpočet. „Snažíme se držet zlaté-
    ho pravidla: šedesát procent rozpočtu jde na
    brand building, čtyřicet procent na aktivaci
    apodporu produktů,“ dodává Hovorková.
    Podle Pavola Chalupky, marketingového
    ředitele Kofoly ČeskoSlovensko, se už ina
    trhu rychloobrátkového zboží začíná proje-
    vovat vliv inace na spotřebu. „Míra její změ-
    ny závisí na konkrétní kategorii, prodejním
    kanálu či regionu. Vmarketingu děláme vše
    pro to, aby naše značky nabízely spotřebiteli
    takovou emocionální afunkční hodnotu, aby
    volil naše produkty stále častěji,“ říká Pavol
    Chalupka.
    HLAVNĚ NEPOLEVOVAT
    Že se podpora značky vyplácí ivdobě krize,
    se potvrdilo Plzeňskému Prazdroji už loni.
    „Nejen, že jsme tak pokračovali vbudování
    vztahu našich značek se spotřebiteli, ale byli
    jsme ivíce vidět, protože vhorších časech se
    ne všichni zadavatelé drží této strategie,“ hod-
    notí Roman Trzaskalik, marketingový ředitel
    Prazdroje. Hlavní český výrobce piva se snažil
    stejně jako vobdobí covidu nezasahovat do
    rozpočtů, které zůstanou na stejné úrovni
    rovněž pro nadcházející rok. Jako komunikač-
    ní kanál zůstává pro Prazdroj nenahraditelná
    televize, postupně posiluje ivdigitálu včetně
    videí, další investice budou směřovat do zna-
    ček vmístě prodeje. „Tam vidíme příležitost
    pro komunikaci se spotřebiteli, se kterými se
    hůře potkáváme vTV komunikaci,“ vysvětlu-
    je Roman Trzaskalik.
    Škoda Auto letos sázela na pestrý marke-
    tingový mix. Sdělení kzákazníkům dostávala
    skrze všechny disciplíny komunikace, eventy,
    sponzoring, experience marketing, CSR či
    spolupráci sautorizovanými partnery. „Vzhle-
    dem kdění ve světě jsme se přesvědčili, že
    zejména vdobě nejistoty je zásadním prvkem
    komunikace hodnot asíly značky. Aprávě
    skrze širokou škálu emocí, ať už to byla sou-
    náležitost nebo hrdost, jsme posilovali naši
    vazbu se zákazníky,“ sdělil vedoucí marke-
    tingu českého zastoupení automobilky Škoda
    Auto Libor Šedivák. Na trhu vnímá změny
    vyvolané socioekonomickou situací arostoucí
    váhu udržitelnosti asní rostoucí náklonnost
    kelektromobilitě, ato iukonzervativnějších
    zákazníků.
    Investice do marketingu letos navýšila
    například společnost CZC.cz. „Zpohledu
    rozložení jsme oněco více přitlačili vpřed-
    vánoční sezoně na úkor léta. Zároveň jsme
    se vbrandové komunikaci více zaměřili na
    virální dosah kampaní,“ uvedl marketingo-
    vý ředitel CZC.cz Milan Duda. Značka také
    pozoruje větší citlivost zákazníků na cenu,
    která sebou nese delší otálení sdokončením
    nákupu. E-shopy jsou tak nuceny stále zdoko-
    nalovat služby, ahlavně poskytnutý servis.
    „Velké změny neočekáváme ani vpříštím
    roce, větší důraz budeme klást na efektivitu
    performance marketingu prostřednictvím
    kvalitnějších vstupních dat aautomatizace
    nebo SEO,“ dodal Duda.
    PROMOCE A AKCE
    Jaké dopady měl „rok mnoha krizí“ na spo-
    třebitelské chování? Zatímco na začátku roku
    probíhaly například větší nákupy trvanlivých
    potravin adrogerie, což bylo podle Tomáše
    Mylera, tiskového mluvčího Lidlu, ikvůli
    pomoci lidem prchajícím zUkrajiny, postu-
    pem času se situace změnila. „Zákazníci šetří
    napříč socioekonomickými třídami,“ jmenuje
    jeden zhlavních trendů David Vejtruba, mar-
    ketingový ředitel skupiny Savencia. Konkrét-
    ně za svůj byznys dodává, že je na trhu znát
    iintuitivní změna dynamiky nákupu podle
    typu produktu na porci: „Takže například na
    porci nejlevnější tavené sýry dokonce rostou
    vprodejních objemech.“
    Není tedy asi divu, že jsou stále populárněj-
    ší nákupy vakcích. Vidět je to ivkampaních,
    kde například řetězec Penny spomocí Micha-
    la Davida doslova hypnotizoval vizuály, kde
    se slovo akce téměř vypalovalo do rohovky.
    „Ukázalo se, že Michal David stále táhne,“
    pochvaluje si zapojení zpěváka Vít Vojtěch,
    vedoucí strategického marketingu Penny. Na
    akce vsadil iKauand. „Spustili jsme kampaň
    nejlepší cena pro Česko, kde formou ‚super-
    kaufu‘ nebo ‚super prodlouženého víkendu‘
    zákazníkům nabízíme tu nejatraktivnější na-
    bídku,“ dává další příklad Petra Kalužíková,
    šéa marketingu druhého největšího tuzem-
    ského zadavatele inzerce podle ceníkových
    cen (viz tabulka na str. 13).
    Slev hojně využívají zákazníci Datartu, pro
    které se tak stává dostupnější kvalitnější sor-
    timent. „Jsou ochotni počkat si na akci apak
    nakoupí dražší zboží, což se nejvíce projevuje
    při nákupu velkých domácích spotřebičů,“
    vysvětluje ředitelka marketingové komunika-
    ce Lenka Mastešová stím, že se zvýšil izájem
    oenergeticky úsporné spotřebiče.
    PRIVÁTNÍ POPULARITA
    Že spotřebitelé nakupují vpromocích mno-
    hem více než dříve, potvrzuje také Michaela
    Franeková zUnileveru, podle níž se navíc
    stále častěji lidé uchylují kprivátním značkám
    řetězců. „Silné brandy si ale drží svou pozici
    ivdobě zmenšujících se nákupních košíků,“
    dodává Franeková. Její skupina patří knejvět-
    ším globálním inzerentům anapříklad vprů-
    běhu prázdnin oznámila zvýšení investic do
    marketingu o200 milionů eur na celkových
    3,7 miliardy eur. Svou pozici si snaží udržet
    ina místním trhu. Ipřes ekonomické tlaky
    se tak Unilever pokusil maximálně zachovat
    plánované investice do brandů. „Pro komuni-
    kaci je důležitá konzistence amnoho našich
    značek cílí na kategorie denní spotřeby, kde
    je konstantní přítomnost vmédiích důležitá
    TÉMA ČÍSLA:
    PREFERENCE
    I POPTÁVKU ŘÍDÍ
    HLAVNĚ CENY

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  • Strana 67

  • Strana 68

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