{"id":234561,"date":"2025-11-26T13:06:14","date_gmt":"2025-11-26T12:06:14","guid":{"rendered":"https:\/\/www.magnas.cz\/?p=234561"},"modified":"2025-11-26T14:35:15","modified_gmt":"2025-11-26T13:35:15","slug":"kreativni-revoluce-jak-nenasytna-andromeda-meni-pravidla-online-reklamy","status":"publish","type":"post","link":"https:\/\/www.magnas.cz\/en\/kreativni-revoluce-jak-nenasytna-andromeda-meni-pravidla-online-reklamy\/","title":{"rendered":"Kreativn\u00ed revoluce: Jak nenasytn\u00e1 Andromeda m\u011bn\u00ed pravidla online reklamy"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8220;1&#8243; _builder_version=&#8220;4.16&#8243; custom_padding=&#8220;||0px|||&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_row _builder_version=&#8220;4.27.4&#8243; background_size=&#8220;initial&#8220; background_position=&#8220;top_left&#8220; background_repeat=&#8220;repeat&#8220; custom_padding=&#8220;||0px|||&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;4_4&#8243; _builder_version=&#8220;4.16&#8243; custom_padding=&#8220;|||&#8220; global_colors_info=&#8220;{}&#8220; custom_padding__hover=&#8220;|||&#8220;][et_pb_text _builder_version=&#8220;4.27.4&#8243; background_size=&#8220;initial&#8220; background_position=&#8220;top_left&#8220; background_repeat=&#8220;repeat&#8220; custom_padding=&#8220;||0px|||&#8220; inline_fonts=&#8220;ABeeZee&#8220; global_colors_info=&#8220;{}&#8220;]<\/p>\n<p><strong>Andromeda je nov\u00fd mozek reklamn\u00edho syst\u00e9mu Mety. Ten t\u00edm ti\u0161e p\u0159epsal pravidla hry: m\u00edsto ru\u010dn\u00edho lad\u011bn\u00ed des\u00edtek publik a jejich nastaven\u00ed p\u0159eb\u00edr\u00e1 hlavn\u00ed roli AI, kter\u00e1 rozhoduje, komu co uk\u00e1\u017ee. Zjednodu\u0161en\u011b \u0159e\u010deno dne\u0161n\u00ed filozofie Mety zn\u00ed: \u201eDejte n\u00e1m \u0161irok\u00e9 c\u00edlen\u00ed, kvalitn\u00ed a r\u016fznorod\u00e9 podklady a my najdeme spr\u00e1vn\u00e9 lidi.\u201c<\/strong><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8220;4.27.4&#8243; background_size=&#8220;initial&#8220; background_position=&#8220;top_left&#8220; background_repeat=&#8220;repeat&#8220; custom_padding=&#8220;||0px|||&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;4_4&#8243; _builder_version=&#8220;4.16&#8243; custom_padding=&#8220;|||&#8220; global_colors_info=&#8220;{}&#8220; custom_padding__hover=&#8220;|||&#8220;][et_pb_text _builder_version=&#8220;4.27.4&#8243; _module_preset=&#8220;default&#8220; hover_enabled=&#8220;0&#8243; global_colors_info=&#8220;{}&#8220; sticky_enabled=&#8220;0&#8243;]<\/p>\n<p>Algoritmus se op\u00edr\u00e1 o masivn\u00ed mno\u017estv\u00ed dat a mikro\u2011sign\u00e1l\u016f chov\u00e1n\u00ed. Sleduje nap\u0159\u00edklad, jak rychle u\u017eivatel scrolluje, jak dlouho sleduje konkr\u00e9tn\u00ed video, jak reaguje na r\u016fzn\u00e9 form\u00e1ty a celou \u0159adu dal\u0161\u00edch interakc\u00ed, kter\u00e9 b\u011b\u017en\u011b nevid\u00edme v p\u0159ehledech Pixelu\/CAPI. D\u00edky pokro\u010dil\u00e9mu konverzn\u00edmu modelov\u00e1n\u00ed dok\u00e1\u017ee Andromeda \u010dasto l\u00e9pe odhadnout n\u00e1kupn\u00ed z\u00e1m\u011br ne\u017e ru\u010dn\u011b nastaven\u00e9 publikum. \u00dazce je nav\u00e1zan\u00e1 na automatizovan\u00e9 kampan\u011b typu Advantage+, kter\u00e9 jsou dnes jej\u00edm \u201ev\u00fdsostn\u00fdm \u00fazem\u00edm\u201c.<\/p>\n<p>Z pohledu PPC t\u00fdmu u\u017e to nen\u00ed o tom \u201ekomu to uk\u00e1\u017eeme\u201c, ale co a s jak\u00fdmi daty mu uk\u00e1\u017eeme.<\/p>\n<h1><\/h1>\n<h1>Hlavn\u00ed v\u00fdhody: m\u00e9n\u011b mikromanagementu, v\u00edc efektivity<\/h1>\n<p>Pokud jste ochotni p\u0159ijmout novou filozofii, p\u0159in\u00e1\u0161\u00ed Andromeda \u0159adu benefit\u016f.<\/p>\n<h4>1) Zjednodu\u0161en\u00e1 struktura a automatizace<\/h4>\n<p>Doba, kdy jsme b\u011b\u017en\u011b stav\u011bli des\u00edtky ad set\u016f s r\u016fzn\u00fdm c\u00edlen\u00edm a ru\u010dn\u011b p\u0159el\u00e9vali rozpo\u010dty, kon\u010d\u00ed.<\/p>\n<p>Andromeda nejl\u00e9pe funguje, kdy\u017e:<\/p>\n<ul>\n<li>c\u00edl\u00edte \u0161iroce (nap\u0159. cel\u00e1 \u010cR, v\u011bk 18\u201365+),<\/li>\n<li>kampan\u011b jsou konsolidovan\u00e9,<\/li>\n<li>nech\u00e1te algoritmus, aby si s\u00e1m na\u0161el, kde pen\u00edze vyd\u011bl\u00e1 nejl\u00e9pe.<\/li>\n<\/ul>\n<p>AI pak automaticky p\u0159id\u011bluje rozpo\u010det tam, kde vid\u00ed nejv\u011bt\u0161\u00ed potenci\u00e1l v\u00fdsledk\u016f. \u0160et\u0159\u00ed to \u010das, sni\u017euje to chybovost a umo\u017e\u0148uje soust\u0159edit se na strategii, ne na excelovsk\u00fd Tetris v Ads Manageru.<\/p>\n<blockquote>\n<p><em>U v\u011bt\u0161iny klient\u016f postupn\u011b konsolidujeme strukturu kampan\u00ed, omezujeme po\u010det ad set\u016f a testujeme m\u00e9n\u011b, ale zato v\u00fdrazn\u011b odli\u0161n\u00fdch setup\u016f. V reportingu v\u00edc \u0159e\u0161\u00edme business v\u00fdsledek (ROAS, CAC, mar\u017ee), ne to, jestli m\u011bl konkr\u00e9tn\u00ed ad set o 0,1 % lep\u0161\u00ed CTR.<\/em><\/p>\n<\/blockquote>\n<h4>2) Kreativa jako nov\u00e9 c\u00edlen\u00ed<\/h4>\n<p>Andromeda um\u00ed v r\u00e1mci jedn\u00e9 sady testovat des\u00edtky r\u016fzn\u00fdch kreativ a doru\u010dit ka\u017ed\u00e9mu u\u017eivateli pr\u00e1v\u011b tu, u kter\u00e9 je nejvy\u0161\u0161\u00ed \u0161ance, \u017ee ho zaujme. V praxi to znamen\u00e1, \u017ee kreativa je nov\u00e9 c\u00edlen\u00ed. M\u00edsto deseti \u00fazk\u00fdch publik (maminky, sportovci, milovn\u00edci k\u00e1vy\u2026) pot\u0159ebujete reklamy, kter\u00e9 mluv\u00ed k r\u016fzn\u00fdm motivac\u00edm, pot\u0159eb\u00e1m a f\u00e1z\u00edm n\u00e1kupn\u00edho procesu.<\/p>\n<p>\u010c\u00edm v\u011bt\u0161\u00ed rozmanitost kreativy:<\/p>\n<ul>\n<li>t\u00edm lep\u0161\u00ed personalizace,<\/li>\n<li>t\u00edm vy\u0161\u0161\u00ed relevance,<\/li>\n<li>t\u00edm lep\u0161\u00ed v\u00fdkon kampan\u00ed.<\/li>\n<\/ul>\n<blockquote>\n<p><em>U klient\u016f stav\u00edme knihovny kreativ \u2013 r\u016fzn\u00e9 message, form\u00e1ty, \u00farovn\u011b argumentace (emoce vs. racionalita, brand vs. performance). Kreativu potom nebereme jako jednor\u00e1zov\u00fd v\u00fdstup, ale jako \u017eiv\u00fd syst\u00e9m, kter\u00fd se pr\u016fb\u011b\u017en\u011b obm\u011b\u0148uje.<\/em><\/p>\n<\/blockquote>\n<h4>3) Vy\u0161\u0161\u00ed personalizace navzdory ztr\u00e1t\u011b dat<\/h4>\n<p>Po iOS 14 a dal\u0161\u00edch omezen\u00edch soukrom\u00ed se spousta inzerent\u016f sm\u00ed\u0159ila s t\u00edm, \u017ee \u201eto u\u017e nikdy nebude jako d\u0159\u00edv\u201c. Andromeda jde opa\u010dn\u00fdm sm\u011brem \u2013 sna\u017e\u00ed se ztr\u00e1tu dat dohnat inteligentn\u011bj\u0161\u00edm modelov\u00e1n\u00edm.<\/p>\n<p>Meta uv\u00e1d\u00ed m\u011b\u0159iteln\u00e9 zlep\u0161en\u00ed v kvalit\u011b doru\u010dov\u00e1n\u00ed i zapamatovatelnosti reklam. V praxi to vid\u00edme u klient\u016f zejm\u00e9na tam, kde:<\/p>\n<ul>\n<li>b\u011b\u017e\u00ed Advantage+ kampan\u011b,<\/li>\n<li>je dob\u0159e nastaven\u00fd Pixel + CAPI,<\/li>\n<li>je k dispozici solidn\u00ed kreativn\u00ed z\u00e1soba.<\/li>\n<\/ul>\n<h4>4) Efektivn\u011bj\u0161\u00ed \u0161k\u00e1lov\u00e1n\u00ed<\/h4>\n<p>Andromeda je stav\u011bn\u00e1 na pr\u00e1ci s velk\u00fdmi objemy dat a rozpo\u010dt\u016f. D\u00edky tomu:<\/p>\n<ul>\n<li>rychleji najde optim\u00e1ln\u00ed kombinaci publika, kreativy a bidu,<\/li>\n<li>l\u00e9pe zvl\u00e1d\u00e1 prudk\u00e9 navy\u0161ov\u00e1n\u00ed rozpo\u010dtu,<\/li>\n<li>zkracuje dobu u\u010den\u00ed u \u00fasp\u011b\u0161n\u00fdch sestav.<\/li>\n<\/ul>\n<blockquote>\n<p><em>Pro klienty to znamen\u00e1, \u017ee se d\u00e1 \u00fasp\u011b\u0161n\u00e1 kampa\u0148 \u0161k\u00e1lovat s men\u0161\u00edm rizikem, \u017ee se v\u00fdkon \u201erozpadne\u201c jen proto, \u017ee jsme p\u0159idali 30 % do budgetu.<\/em><\/p>\n<\/blockquote>\n<h1><\/h1>\n<h1>Hlavn\u00ed nev\u00fdhody a v\u00fdzvy: co za to plat\u00edme<\/h1>\n<p>Samoz\u0159ejm\u011b to nen\u00ed zadarmo. Andromeda klade na inzerenty nov\u00e9, \u010dasto n\u00e1ro\u010dn\u00e9 po\u017eadavky.<\/p>\n<h4>1)\u00a0Kreativn\u00ed hlad a rychl\u00e1 \u00fanava<\/h4>\n<p>Algoritmus doslova \u017eere obsah. Aby mohl doru\u010dovat maxim\u00e1ln\u011b personalizovan\u011b, pot\u0159ebuje st\u00e1l\u00fd p\u0159\u00edsun paliva \u2013 tedy v\u00fdrazn\u011b odli\u0161n\u00fdch reklamn\u00edch koncept\u016f: ide\u00e1ln\u011b 15\u201350 rozd\u00edln\u00fdch kreativ v jedn\u00e9 kampani (ne jen kosmetick\u00e9 obm\u011bny), r\u016fzn\u00e9 \u00fahly pohledu, tonalitu, form\u00e1ty, d\u00e9lku videa i argumentaci a schopnost p\u0159ich\u00e1zet s nov\u00fdmi koncepty v \u0159\u00e1du t\u00fddn\u016f, ne m\u011bs\u00edc\u016f.<\/p>\n<p>D\u00edky rychl\u00e9mu doru\u010dov\u00e1n\u00ed se nav\u00edc reklamy vy\u010derpaj\u00ed rychleji ne\u017e d\u0159\u00edv. V praxi to znamen\u00e1 pravideln\u00fd kreativn\u00ed update klidn\u011b na t\u00fddenn\u00ed b\u00e1zi, pr\u00e1ci s modularitou (videa po \u010d\u00e1stech, kter\u00e9 se daj\u00ed skl\u00e1dat) a v\u011bt\u0161\u00ed zapojen\u00ed UGC, jednoduch\u00e9ho nat\u00e1\u010den\u00ed a rychl\u00fdch variant vizu\u00e1l\u016f. To logicky zvy\u0161uje n\u00e1roky na produkci i n\u00e1klady.<\/p>\n<blockquote>\n<p><em>S klienty nastavujeme re\u00e1ln\u00fd kreativn\u00ed pl\u00e1n \u2013 kolik nov\u00fdch koncept\u016f um\u00ed intern\u011b\/extern\u011b m\u011bs\u00ed\u010dn\u011b dodat a jak to propojit s v\u00fdkonem kampan\u00ed. \u010casto pom\u00e1h\u00e1me i s n\u00e1vrhem jednoduch\u00fdch form\u00e1t\u016f, kter\u00e9 zvl\u00e1dnou produkovat in-house (nap\u0159. kr\u00e1tk\u00e1 produktov\u00e1 videa, telefonn\u00ed \u201etalking heady\u201c, jednoduch\u00e9 animace).<\/em><\/p>\n<\/blockquote>\n<h4>2) M\u00e9n\u011b detailn\u00ed kontroly<\/h4>\n<p>Marke\u0165\u00e1k, kter\u00fd miluje precizn\u00ed c\u00edlen\u00ed a ru\u010dn\u00ed lad\u011bn\u00ed ka\u017ed\u00e9 polo\u017eky, tohle sly\u0161\u00ed nerad:<br \/>\u010d\u00e1st kontroly prost\u011b miz\u00ed. V praxi to znamen\u00e1 m\u00e9n\u011b c\u00edlen\u00ed podle konkr\u00e9tn\u00edch z\u00e1jm\u016f a demografie, m\u00e9n\u011b hran\u00ed si s budgety na \u00farovni ad set\u016f a v\u00edce d\u016fv\u011bry v algoritmus.<\/p>\n<p>Znamen\u00e1 to zm\u011bnu mindsetu: m\u00edsto \u00fazk\u00e9ho soust\u0159ed\u011bn\u00ed na jednotliv\u00e9 metriky sad (CPC, CTR, frekvence) se d\u00edv\u00e1me hlavn\u011b na celkov\u00fd obchodn\u00ed dopad \u2013 ROAS, CAC, \u017eivotn\u00ed hodnotu z\u00e1kazn\u00edka, pod\u00edl brand vs. performance.<\/p>\n<blockquote>\n<p><em>Klient\u016fm pom\u00e1h\u00e1me p\u0159enastavit o\u010dek\u00e1v\u00e1n\u00ed i reporting. Vysv\u011btlujeme, pro\u010d d\u00e1v\u00e1 smysl m\u00e9n\u011b kampan\u011b neust\u00e1le upravovat a v\u00edc sledovat, jak reklama skute\u010dn\u011b pom\u00e1h\u00e1 byznysu. \u010casto m\u011bn\u00edme i to, jak vypadaj\u00ed dashboardy \u2013 sm\u011b\u0159ujeme je k finan\u010dn\u00edm metrik\u00e1m, ne jen k medi\u00e1ln\u00edm.<\/em><\/p>\n<\/blockquote>\n<h4>3) Z\u00e1vislost na kvalit\u011b dat<\/h4>\n<p>Andromeda se u\u010d\u00ed z dat. Kdy\u017e jsou data \u0161pinav\u00e1, ne\u00fapln\u00e1 nebo \u0161patn\u011b pos\u00edlan\u00e1, zhor\u0161\u00ed se v\u00fdkon, a nepom\u016f\u017ee ani sebelep\u0161\u00ed kreativa.<\/p>\n<p>Kl\u00ed\u010dov\u00e9 je m\u00edt spr\u00e1vn\u011b nasazen\u00fd a otestovan\u00fd Pixel, robustn\u011b nastaven\u00e9 Konverzn\u00ed API (CAPI), dob\u0159e definovan\u00e9 konverze a eventy (co je pro v\u00e1s opravdu \u201e\u00fasp\u011bch\u201c) a vy\u0159e\u0161en\u00e9 duplicity a nesrovnalosti mezi daty z webu, CRM a Ads Manageru. Bez kvalitn\u00edch konverzn\u00edch dat se algoritmus nem\u00e1 z \u010deho u\u010dit.<\/p>\n<blockquote>\n<p><em>V\u011bt\u0161inu nov\u00fdch klient\u016f bereme p\u0159es datov\u00fd audit \u2013 kontrola Pixelu, CAPI, event\u016f, atribu\u010dn\u00edho okna, kvality dat v CRM. Teprve kdy\u017e m\u00e1me jistotu, \u017ee data d\u00e1vaj\u00ed smysl, d\u00e1v\u00e1 smysl i Andromedu naplno vyu\u017e\u00edt.<\/em><em><\/em><\/p>\n<\/blockquote>\n<h1><\/h1>\n<h1>Co doporu\u010dujeme klient\u016fm: jak usp\u011bt v \u00e9\u0159e Andromedy<\/h1>\n<p>Andromeda nen\u00ed kosmetick\u00fd upgrade. Je to zm\u011bna paradigmatu. Kdo se bude zuby nehty dr\u017eet star\u00fdch metod (mikroc\u00edlen\u00ed, jedna \u201ezlat\u00e1\u201c kreativa, ru\u010dn\u00ed lad\u011bn\u00ed ad set\u016f), bude postupn\u011b ztr\u00e1cet dech.<\/p>\n<h4>Klient\u016fm doporu\u010dujeme:<\/h4>\n<ul>\n<li><strong>Stop mikroc\u00edlen\u00ed, c\u00edlit \u0161iroce<\/strong><br \/>P\u0159esta\u0148te p\u0159em\u00fd\u0161let, jestli je lep\u0161\u00ed c\u00edlit \u017eeny 25\u201334 se z\u00e1jmem o zdrav\u00e9 va\u0159en\u00ed nebo o j\u00f3gu. C\u00edlejte \u0161iroce (zem\u011b\/region, z\u00e1kladn\u00ed v\u011bk) a nechte AI naj\u00edt v r\u00e1mci publika ty spr\u00e1vn\u00e9 lidi.<\/li>\n<li><strong>Kreativa jako kr\u00e1l i c\u00edlen\u00ed<\/strong><br \/>Investujte do tvorby mnoha koncep\u010dn\u011b odli\u0161n\u00fdch reklam s r\u016fzn\u00fdmi value proposition, r\u016fzn\u00fdmi emocemi (strach, radost, pohodl\u00ed, \u00faspora \u010dasu\/pen\u011bz) a pro r\u016fzn\u00e9 f\u00e1ze funnelu (cold vs. remarketing). Vytvo\u0159te si knihovnu kreativy, se kterou se d\u00e1 dlouhodob\u011b pracovat a obm\u011b\u0148ovat ji.<\/li>\n<li><strong>Audit dat jako priorita<\/strong><br \/>Zkontrolujte si Pixel, CAPI a nastaven\u00ed konverz\u00ed. Pokud si nejste jist\u00ed, nechte si ud\u011blat audit \u2013 v Magnas je to prvn\u00ed krok u ka\u017ed\u00e9 v\u011bt\u0161\u00ed spolupr\u00e1ce. Bez kvalitn\u00edho datov\u00e9ho sign\u00e1lu Andromeda jen \u201eh\u00e1da\u201c a kampan\u011b budou st\u00e1t v\u00edc, ne\u017e mus\u00ed.<\/li>\n<li><strong>P\u0159ijmout novou roli market\u00e9ra<\/strong><br \/>M\u00edsto technick\u00e9ho spr\u00e1vce Ads Manageru se z market\u00e9ra st\u00e1v\u00e1 dirigent kreativy a dat, tr\u00e1v\u00ed m\u00e9n\u011b \u010dasu v p\u0159ep\u00edn\u00e1n\u00ed z\u00e1lo\u017eek a v\u00edce \u010dasu v briefing\u00e1ch, anal\u00fdze z\u00e1kazn\u00edka a vym\u00fd\u0161len\u00ed, co mu uk\u00e1zat.<\/li>\n<\/ul>\n<h1><\/h1>\n<h1>Z\u00e1v\u011brem: kdo nakrm\u00ed AI kvalitn\u00ed kreativitou, vyhraje<\/h1>\n<p>Andromeda je obrovsk\u00e1 v\u00fdzva pro kreativn\u00ed a produk\u010dn\u00ed t\u00fdmy \u2013 a sou\u010dasn\u011b velk\u00e1 \u00faleva pro ty, kdo neradi tr\u00e1v\u00ed hodiny mikromanagementem kampan\u00ed. Ten, kdo pochop\u00ed, \u017ee AI dnes p\u0159evzala kontrolu nad doru\u010dov\u00e1n\u00edm, a p\u0159esune sv\u00e9 zdroje do kvalitn\u00ed, rozmanit\u00e9 kreativy a dob\u0159e nastaven\u00e9ho sb\u011bru dat, bude v\u00edt\u011bzem t\u00e9hle nov\u00e9 reklamn\u00ed revoluce.<\/p>\n<p>A pokud chcete tuhle transformaci zvl\u00e1dnout s n\u011bk\u00fdm, kdo u\u017e v Andromed\u011b n\u011bjakou dobu \u201el\u00e9t\u00e1\u201c, n\u00e1\u0161 Magnas PPC t\u00fdm je v\u00e1m k dispozici.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8220;4.27.4&#8243; _module_preset=&#8220;default&#8220; custom_padding=&#8220;||0px|||&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;4_4&#8243; _builder_version=&#8220;4.27.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_text _builder_version=&#8220;4.27.4&#8243; _module_preset=&#8220;default&#8220; custom_margin=&#8220;1px||1px|||&#8220; global_colors_info=&#8220;{}&#8220;]<\/p>\n<h3><\/h3>\n<p><strong style=\"font-size: 16px;\">Pro v\u00edce informac\u00ed ze sv\u011bta marketingu n\u00e1s nezapome\u0148te sledovat na <a href=\"https:\/\/www.instagram.com\/magnas.media\/\">Instagramu<\/a>,\u00a0<a href=\"https:\/\/cz.linkedin.com\/company\/magnascz\">LinkedIn<\/a> \u010di nov\u011b na <a href=\"\/en\/YouTube%20Magnas\/\" title=\"https:\/\/www.youtube.com\/@magnascz\">YouTube.<\/a><\/strong><\/p>\n<p><b><\/b><\/p>\n<blockquote><\/blockquote>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>","protected":false},"excerpt":{"rendered":"<p>Andromeda je nov\u00fd mozek reklamn\u00edho syst\u00e9mu Mety. Ten t\u00edm ti\u0161e p\u0159epsal pravidla hry: m\u00edsto ru\u010dn\u00edho lad\u011bn\u00ed des\u00edtek publik a jejich nastaven\u00ed p\u0159eb\u00edr\u00e1 hlavn\u00ed roli AI, kter\u00e1 rozhoduje, komu co uk\u00e1\u017ee. Zjednodu\u0161en\u011b \u0159e\u010deno dne\u0161n\u00ed filozofie Mety zn\u00ed: \u201eDejte n\u00e1m \u0161irok\u00e9 c\u00edlen\u00ed, kvalitn\u00ed a r\u016fznorod\u00e9 podklady a my najdeme spr\u00e1vn\u00e9 lidi.\u201cAlgoritmus se op\u00edr\u00e1 o masivn\u00ed mno\u017estv\u00ed dat [&hellip;]<\/p>","protected":false},"author":2,"featured_media":234562,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"<!-- wp:paragraph -->\n<p><strong>P\u0159edposledn\u00ed \u00fanorov\u00fd t\u00fdden se Brno prom\u011bnilo ve zlatou lo\u010f marketingu. A my jsme u toho nemohli chyb\u011bt, zvl\u00e1\u0161t\u011b kdy\u017e jsme letos ji\u017e pot\u0159et\u00ed zaujali pozici partnera festivalu. Je\u0161t\u011b plni dojm\u016f p\u0159in\u00e1\u0161\u00edme p\u00e1r post\u0159eh\u016f z paluby i z podpalub\u00ed, kde jsme rozlo\u017eili n\u00e1\u0161 Magnas pou\u0165ov\u00fd st\u00e1nek.<\/strong><br><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Akci zah\u00e1jila \u00fatern\u00ed exkluzivn\u00ed party v pivovaru Harry, kter\u00e1 byla prvn\u00ed p\u0159\u00edle\u017eitost\u00ed k neform\u00e1ln\u00edmu networkingu. St\u0159eda pak pat\u0159ila t\u011bm, kte\u0159\u00ed to prvn\u00ed ve\u010der p\u0159\u00edli\u0161 nep\u0159ehnali a m\u011bli v kapse vstupenku na jeden z velmi \u017e\u00e1dan\u00fdch a rychlost\u00ed blesku vyprodan\u00fdch workshop\u016f. T\u00e9mata byla opravdu pestr\u00e1, od produktov\u00e9 analytiky a\u017e po vyu\u017eit\u00ed trendu na TikToku pro budov\u00e1n\u00ed zna\u010dky.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>\u010clen\u016fm na\u0161eho PPC t\u00fdmu se zada\u0159ilo z\u00fa\u010dastnit se workshopu Honzy Barto\u0161e, kter\u00fd se v\u011bnoval nastaven\u00ed strategii v\u00fdkonnostn\u00edch Facebook a Instagram reklam pro leto\u0161n\u00ed rok. V r\u00e1mci dopoledn\u00edho bloku \u0161kolen\u00ed se v\u011bnovali kl\u00ed\u010dov\u00e9mu t\u00e9matu, kter\u00fdm je p\u0159\u00edstup k aktu\u00e1ln\u00edm trend\u016fm v oblasti v\u00fdkonnostn\u00edch kampan\u00ed na META platform\u00e1ch, se zvl\u00e1\u0161tn\u00edm zam\u011b\u0159en\u00edm na m\u00f3dn\u00ed segment. Workshop od n\u00e1s dost\u00e1v\u00e1 plusov\u00e9 body za praktick\u00e9 rady, kter\u00e9 pomohou efektivn\u011bji vyu\u017e\u00edvat tyto platformy pro zv\u00fd\u0161en\u00ed v\u00fdkonu online kampan\u00ed, pota\u017emo e-shop\u016f.&nbsp;<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Inspirativn\u00ed pohled na problematiku brandu p\u0159inesla Anna Mejsnarov\u00e1 ve workshopu I mal\u00e1 zna\u010dka m\u016f\u017ee zaz\u00e1\u0159it. Odnesli jsme si z n\u011bj poznatek, \u017ee zna\u010dky nesm\u00ed ztr\u00e1cet odvahu se odli\u0161it, a to zvl\u00e1\u0161t\u011b dnes, kdy jsme denn\u011b vystaveni des\u00edtce tis\u00edc reklamn\u00edch sd\u011blen\u00ed.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Workhop Svat\u00fd gr\u00e1l marketingov\u00e9 analytiky: Inkrementalita, Atribuce a MMM<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>v pod\u00e1n\u00ed p\u00e1n\u016f Jaroslava Slavi\u010dinsk\u00e9ho a Marka Kobulsk\u00e9ho nab\u00eddl komplexn\u00ed vhled do kl\u00ed\u010dov\u00fdch aspekt\u016f efektivn\u00edho hodnocen\u00ed marketingov\u00fdch investic. \u00da\u010dastn\u00edci se v\u011bnovali hodnocen\u00ed brandov\u00fdch i performance aktivit, v\u010detn\u011b jejich siln\u00fdch a slab\u00fdch str\u00e1nek z pohledu implementace do re\u00e1ln\u00e9ho prost\u0159ed\u00ed. Diskutovalo se o rozd\u00edlech mezi atribu\u010dn\u00edm modelov\u00e1n\u00edm a Marketing Mix Modelingem (MMM) i o tom, jak vyhodnotit offline nebo brandovou kampa\u0148 s ohledem na sez\u00f3nu, po\u010das\u00ed, konkurenci a dal\u0161\u00ed faktory, jako jsou standardn\u00ed prodeje (baseline), a pod\u00edvali jsme se na to, jak\u00fd m\u00e1 re\u00e1ln\u00fd dopad situace, kdy nejsou podporov\u00e1ny kampan\u00ed. V\u0161e je zkr\u00e1tka o datech, kter\u00e1 v Magnas m\u00e1me r\u00e1di. Mizej\u00edc\u00edmi cookies n\u00e1s nedostanou!<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Na workshopu zam\u011b\u0159en\u00e9m na B2B a SaaS p\u0159edstavili Radek Hud\u00e1k a Lukas Mehnert na strategii kampan\u00ed Shoptetu a Smartlookum, jak se lze dostat \u201eZ 0 na 100 milion\u016f do 5 let\u201c. Ocenili jsme, \u017ee nab\u00eddli pohled na netradi\u010dn\u00ed marketingov\u00e9 kan\u00e1ly typick\u00e9 pro toto odv\u011btv\u00ed.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><br>Za kreativn\u00ed t\u00fdm hodnot\u00edme jako jeden z nejlep\u0161\u00edch st\u0159ede\u010dn\u00edch po\u010din\u016f workshop Marketoonisty Toma Fishburna, kter\u00fd n\u00e1m poodhalil tajemstv\u00ed techniky vizu\u00e1ln\u00edho vypr\u00e1v\u011bn\u00ed. Prakticky jsme si vyzkou\u0161eli, jak pomoc\u00ed tu\u017eky a pap\u00edru p\u0159iv\u00e9st n\u00e1pady k \u017eivotu a posl\u00e9ze je poutav\u011b odprezentovat.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Kdo zvl\u00e1dl ve zdrav\u00ed no\u010dn\u00ed tah sp\u0159\u00e1telen\u00fdmi podniky Nov\u00fd Whisk\u00e1\u010d, 4pokoje, Bar, kter\u00fd neexistuje a bar Slast, mohl si vychutnat \u010dtvrte\u010dn\u00ed hv\u011bzdnou sestavu p\u0159edn\u00e1\u0161ej\u00edc\u00edch na celodenn\u00ed konferenci. Co n\u00e1s zaujalo?&nbsp;&nbsp;<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Sv\u011btov\u011b uzn\u00e1van\u00e1 inov\u00e1torka a expertka v oboru Decision Science Cassie Kozyrkov osv\u011btlila vyu\u017eit\u00ed datov\u00e9 v\u011bdy v marketingu a zp\u016fsob, jak mohou data zm\u011bnit p\u0159\u00edstup firem k z\u00e1kazn\u00edk\u016fm.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Scott Brinker z Hubspotu se zam\u011b\u0159il na v\u00fdvoj marketingov\u00fdch technologi\u00ed a na to, jak tyto n\u00e1stroje mohou pomoci marketingov\u00fdm t\u00fdm\u016fm k v\u011bt\u0161\u00ed efektivit\u011b.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>V\u00fdzkumn\u00e1 profesorka Ehrenberg-Bass Institutu na Univerzit\u011b Ji\u017en\u00ed Austr\u00e1lie Jenni Romaniuk nab\u00eddla pohled na budov\u00e1n\u00ed zna\u010dek a na to, jak v\u011bdeck\u00fd p\u0159\u00edstup k brandingu m\u016f\u017ee v\u00e9st k lep\u0161\u00edmu pochopen\u00ed z\u00e1kazn\u00edk\u016f. Je n\u00e1m ct\u00ed, \u017ee pan\u00ed profesorka v\u011bnovala Magnas svou knihu, tak\u017ee se m\u016f\u017eeme ve voln\u00fdch chv\u00edl\u00edch no\u0159it do hlubin datov\u00e9 psychologie.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Tom Fishburne, zn\u00e1m\u00fd jako Marketoonist, uk\u00e1zal, jak\u00fdm zp\u016fsobem m\u016f\u017ee storytelling a obecn\u011b humor v marketingu zlep\u0161it zapojen\u00ed z\u00e1kazn\u00edk\u016f. Mimo jin\u00e9 zm\u00ednil, \u017ee je lep\u0161\u00ed \u017e\u00e1dn\u00e1 ne\u017e \u0161patn\u00e1 personalizace, a v tom s n\u00edm rozhodn\u011b souhlas\u00edme.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Steen Rasmussen z IIH Nordic sd\u00edlel sv\u00e9 zku\u0161enosti s inovacemi v oblasti dat a vysv\u011btlil, jak mohou tyto inovace ovlivnit marketingov\u00e9 strategie.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Richard Shotton, konzultant a odborn\u00edk v aplikaci behavior\u00e1ln\u00edch v\u011bd, mnoh\u00e9 p\u0159ekvapil poznatky ohledn\u011b motivac\u00ed k lidsk\u00fdm rozhodnut\u00edm a demonstroval to na moha konkr\u00e9tn\u00edch p\u0159\u00edkladech.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Andr\u00e9 Morys, zakladatele a CEO spole\u010dnosti konversionsKRAFT, skv\u011ble uchopil t\u00e9ma P\u0159izp\u016fsob se, nebo zem\u0159i. Nabil publikum sv\u00fdm skv\u011bl\u00fdm smyslem pro humor a velmi relevantn\u00edmi post\u0159ehy. Ve zkratce: Nebojte se selhat, b\u00fdt agiln\u00ed, testovat, ov\u011b\u0159ovat, \u0159\u00eddit se daty a m\u011bnit chov\u00e1n\u00ed. V dne\u0161n\u00ed dob\u011b je to jedin\u00e1 cesta jak se prosadit a usp\u011bt.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Po celou dobu konference jsme byli host\u016fm k dispozici na na\u0161em Magnas pou\u0165ov\u00e9m st\u00e1nku, kter\u00fd l\u00e1kal nejen na laserovou st\u0159elnici, kolo \u0161t\u011bst\u00ed a p\u00e1rky v rohl\u00edku, ale i na seri\u00f3zn\u00ed debatu ohledn\u011b \u0161\u00ed\u0159e na\u0161ich slu\u017eeb a realizovan\u00fdch projekt\u016f. B\u011bhem toho nebyl nikdo zran\u011bn, z\u00e1jemci si rozebrali v\u0161echny ply\u0161ov\u00e9 medv\u00eddky a nav\u00e1zali jsme mnoho kontakt\u016f, na jejich\u017e prohlouben\u00ed v n\u00e1sleduj\u00edc\u00edm obdob\u00ed se moc t\u011b\u0161\u00edme.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Ze z\u00e1v\u011bre\u010dn\u00e9ho ve\u010d\u00edrku na Fl\u00e9d\u011b si toho, a\u017e na DJ Ventolina, moc nepamatujeme. U\u017e se t\u011b\u0161\u00edme na p\u0159\u00ed\u0161t\u00ed ro\u010dn\u00edk akce, kter\u00fd v dubnu 2025 bude des\u00e1t\u00fdm jubilejn\u00edm a bez pochyby nem\u00e9n\u011b vyda\u0159en\u00fdm.<\/p>\n<!-- \/wp:paragraph -->","_et_gb_content_width":"1080","footnotes":""},"categories":[1],"tags":[],"class_list":["post-234561","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nezarazene"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Kreativn\u00ed revoluce: Jak nenasytn\u00e1 Andromeda m\u011bn\u00ed pravidla online reklamy | Magnas<\/title>\n<meta name=\"description\" content=\"Jsme kreativn\u011b medi\u00e1ln\u00ed uskupen\u00ed propojuj\u00edc\u00ed medi\u00e1ln\u00ed a kreativn\u00ed slu\u017eby. Stav\u00edme na \u00fazk\u00e9m propojen\u00ed strategie, medi\u00e1ln\u00edho pl\u00e1nov\u00e1n\u00ed, offline i online v\u00fdkonu, kreativn\u00edch n\u00e1pad\u016f a produkce. Pom\u00e1h\u00e1me firm\u00e1m rozv\u00edjet p\u0159\u00edb\u011bh jejich zna\u010dky, p\u0159in\u00e1\u0161\u00edme strategick\u00fd pohled do jejich byznysu nebo \u201ejen\u201c pom\u00e1h\u00e1me r\u016fstu prodej\u016f. Ka\u017ed\u00e1 organizace m\u00e1 jin\u00e9 pot\u0159eby, pom\u00e1h\u00e1me spole\u010dn\u011b nastavit ty spr\u00e1vn\u00e9 c\u00edle.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.magnas.cz\/en\/kreativni-revoluce-jak-nenasytna-andromeda-meni-pravidla-online-reklamy\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kreativn\u00ed revoluce: Jak nenasytn\u00e1 Andromeda m\u011bn\u00ed pravidla online reklamy | Magnas\" \/>\n<meta property=\"og:description\" content=\"Jsme kreativn\u011b medi\u00e1ln\u00ed uskupen\u00ed propojuj\u00edc\u00ed medi\u00e1ln\u00ed a kreativn\u00ed slu\u017eby. 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