{"id":227,"date":"2024-04-24T07:49:32","date_gmt":"2024-04-24T07:49:32","guid":{"rendered":"https:\/\/stage.omg.com\/czech-republic\/karen-nelson-field-medialni-umisteni-ma-pro-pozornost-zasadni-vyznam\/"},"modified":"2024-04-24T07:49:32","modified_gmt":"2024-04-24T07:49:32","slug":"karen-nelson-field-medialni-umisteni-ma-pro-pozornost-zasadni-vyznam","status":"publish","type":"post","link":"https:\/\/omnicommedia.com\/czech-republic\/karen-nelson-field-medialni-umisteni-ma-pro-pozornost-zasadni-vyznam\/","title":{"rendered":"Karen Nelson-Field: Medi\u00e1ln\u00ed um\u00edst\u011bn\u00ed m\u00e1 pro pozornost z\u00e1sadn\u00ed v\u00fdznam"},"content":{"rendered":"
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Typ medi\u00e1ln\u00ed platformy, na kter\u00e9 se reklamn\u00ed sd\u011blen\u00ed objevuje, ovliv\u0148uje pozornost k reklam\u011b podstatn\u011bji ne\u017e jej\u00ed kreativa, uvedla na setk\u00e1n\u00ed OmniConnect Karen Nelson-Field.<\/strong><\/p>\n

Strategie pozornosti<\/strong> budou uzp\u016fsobeny po\u017eadavk\u016fm kampan\u011b a stanou se d\u016fle\u017eit\u011bj\u0161\u00ed ne\u017e \u010das zhl\u00e9dnut\u00ed<\/strong>. D\u00e9lka zhl\u00e9dnut\u00ed reklamy je v sou\u010dasnosti pova\u017eov\u00e1na za z\u00e1kladn\u00ed pil\u00ed\u0159 pozornosti, ale ve skute\u010dnosti m\u00e1 k pozornosti jen mal\u00fd vztah, \u0159\u00edk\u00e1 Karen Nelson-Field<\/strong>, kter\u00e1 se v\u00edce ne\u017e dvacet let v\u011bnuje marketingov\u00e9mu v\u00fdzkumu a specializuje se na v\u00fdzkum pozornosti a kter\u00e1 na \u010dtvrte\u010dn\u00edm setk\u00e1n\u00ed OmniConnect<\/strong> p\u0159edstavila pra\u017esk\u00e9mu publiku jako prvn\u00edmu svoji p\u0159ipravovanou knihu The Attention Economy: A Category Blueprint<\/a><\/strong>, kter\u00e1 vyjde letos v\u00a0\u010dervnu.<\/p>\n

Karen Nelson-Field se u\u017e ve sv\u00e9 p\u0159edchoz\u00ed knize zam\u011b\u0159en\u00e9 na ekonomii pozornosti The Attention Economy and How Media Works<\/a><\/strong> z\u00a0roku 2020 v\u011bnovala pozornosti jako z\u00e1kladn\u00edmu p\u0159edpokladu \u00fasp\u011b\u0161n\u00e9 reklamy. Mimo jin\u00e9 v\u00a0n\u00ed dolo\u017eila, \u017ee \u201ene ka\u017ed\u00e1 pozornost je stejn\u00e1 a \u017ee pot\u0159eba nau\u010dit se pracovat s rozd\u011blenou pozornost\u00ed je v\u00fdzvou pro zadavatele reklamy\u201c. R\u016fzn\u00e9 zna\u010dky a kampan\u011b se li\u0161\u00ed v\u00a0tom, jakou m\u00edru pozornosti pot\u0159ebuj\u00ed.<\/p>\n

Ve sv\u00e9 nov\u00e9 knize popisuje transformaci marketingov\u00e9ho prost\u0159ed\u00ed v\u00a0uplynul\u00fdch t\u0159ech dek\u00e1d\u00e1ch a st\u00e1vaj\u00edc\u00ed dobu vn\u00edm\u00e1 jako za\u010d\u00e1tek z\u00e1sadn\u00edho posunu v m\u011b\u0159en\u00ed<\/strong>, dokonce nejv\u011bt\u0161\u00edho za 30 let. Popisuje ji jako dobu, kdy se nach\u00e1z\u00edme v nov\u00fdch f\u00e1z\u00edch kategorie. \u201eAchillovou patou na\u0161eho odv\u011btv\u00ed a den, kdy m\u011b\u0159en\u00ed zem\u0159elo, nastalo ve chv\u00edli, kde jsme zm\u011bnili metodiky m\u011b\u0159en\u00ed. To neznamen\u00e1, \u017ee to, co nyn\u00ed m\u00e1me, je podvodn\u00e9 nebo \u0161patn\u00e9. Je to prost\u011b jin\u00e9,\u201c \u0159\u00edk\u00e1 Karen Nelson- Field. Na mysli m\u00e1 posun od m\u011b\u0159en\u00ed lidsk\u00e9ho chov\u00e1n\u00ed k m\u011b\u0159en\u00ed \u201edovnit\u0159 digit\u00e1ln\u00edho prost\u0159ed\u00ed\u201c, kter\u00e9 p\u0159in\u00e1\u0161\u00ed jinou \u0161k\u00e1lovatelnost. Podm\u00ednky, kter\u00e9 formuj\u00ed vznik nov\u00e9 kategorie, souvisej\u00ed s koncem cookies a zv\u00fd\u0161enou regulac\u00ed v n\u00e1vaznosti na vy\u0161\u0161\u00ed n\u00e1roky na ochranu osobn\u00edch dat na internetu, sn\u00ed\u017eenou kvalitou dat (nap\u0159. kv\u016fli \u201epodvodn\u00fdm\u201c impres\u00edm) a technologick\u00fdm rozvojem, zejm\u00e9na n\u00e1stupem AI.<\/p>\n

\u010cas zhl\u00e9dnut\u00ed<\/strong> nen\u00ed jednozna\u010dn\u011b vypov\u00eddaj\u00edc\u00edm ukazatelem pozornosti. P\u0159edpoklad, \u017ee reklama sledovan\u00e1 1 vte\u0159inu, 5 vte\u0159in nebo 10 vte\u0159in z\u00edsk\u00e1v\u00e1 tomu p\u0159\u00edmo \u00fam\u011brnou pozornost, je myln\u00fd. Ve skute\u010dnosti lidsk\u00e1 pozornost kol\u00eds\u00e1 a do hry o udr\u017een\u00ed pozornosti vstupuj\u00ed dal\u0161\u00ed faktory jako je medi\u00e1ln\u00ed platforma, za\u0159\u00edzen\u00ed<\/strong>, na kter\u00e9m se reklama sleduje, form\u00e1t<\/strong> reklamy, d\u00e9lka<\/strong> reklamy, co\u017e v\u0161e ovliv\u0148uje u\u017eivatelskou zku\u0161enost<\/strong>. Karen Nelson-Field mluv\u00ed o elasticit\u011b pozornosti<\/strong>, kter\u00e1 vyjad\u0159uje m\u00edru maxim\u00e1ln\u00ed pozornosti, jakou je mo\u017en\u00e9 na jednotliv\u00fdch platform\u00e1ch z\u00edskat. V hierarchick\u00e9m uspo\u0159\u00e1d\u00e1n\u00ed vliv\u016f dopadaj\u00edc\u00edch na pozornost uv\u00e1d\u00ed za\u0159\u00edzen\u00ed a medi\u00e1ln\u00ed platformu na pomysln\u00e9 \u0161pici t\u00e9to pyramidy. Naopak na jej\u00ed spodek za\u0159azuje kreativu<\/strong>. \u201eNeznamen\u00e1 to, \u017ee kreativa nen\u00ed d\u016fle\u017eit\u00e1. Je ale limitov\u00e1na faktory, kter\u00e9 ji p\u0159edch\u00e1zej\u00ed. Odli\u0161n\u00e1 u\u017eivatelsk\u00e1 zku\u0161enost znamen\u00e1, \u017ee stejn\u00e1 kreativa na Facebooku, Pinterestu nebo Snapchatu funguje velmi, velmi odli\u0161n\u011b,\u201c dokl\u00e1d\u00e1. S\u00a0t\u00edm souvis\u00ed i ot\u00e1zka viditelnosti impres\u00ed a zji\u0161t\u011bn\u00ed, \u017ee 80 %<\/strong> reklamn\u00edch sd\u011blen\u00ed v onlinu je v\u011bnov\u00e1na pozornost pod 2,5 vte\u0159iny<\/strong>.<\/p>\n

V\u00fd\u0161e uveden\u00e9 mimo jin\u00e9 znamen\u00e1, \u017ee z\u00e1sah<\/strong> (reach) nen\u00ed na r\u016fzn\u00fdch platform\u00e1ch stejn\u00fd. \u201eZp\u016fsob, jak\u00fdm scrolujeme na Facebooku je jin\u00fd ne\u017e zp\u016fsob scrolov\u00e1n\u00ed na TikToku, co\u017e je velmi odli\u0161n\u00e9 od zp\u016fsobu, jak\u00fdm p\u0159ep\u00edn\u00e1me kan\u00e1ly v televizi. A to je zase odli\u0161n\u00e9 od toho, jak sledujeme filmy v kin\u011b,\u201c p\u0159ibli\u017euje. To m\u00e1 b\u00fdt d\u016fvodem, pro\u010d reachov\u00e9 k\u0159ivky nefunguj\u00ed (resp. p\u0159edpokl\u00e1daj\u00ed pr\u016fb\u011bh z\u00e1sahu odli\u0161n\u011b od skute\u010dnosti). Reach nen\u00ed stejn\u00fd a je t\u0159eba ho pomoc\u00ed dat \u201enarovnat\u201c.<\/p>\n

O zkoum\u00e1n\u00ed z\u00e1konech pozornosti mluv\u00ed Karen Nelson- Field jako o v\u011bdeck\u00e9 discipl\u00edn\u011b. Sv\u00e9 z\u00e1v\u011bry stav\u00ed na dlouhodob\u00fdch v\u00fdzkumech trvaj\u00edc\u00edch roky a sesb\u00edran\u00fdch na panelu o velikosti v\u00edce ne\u017e 100 tis\u00edc respondent\u016f. Data sb\u00edr\u00e1 ve sv\u00e9 konzultantsk\u00e9 spole\u010dnosti Amplified<\/strong> Intelligence<\/strong>, kterou zalo\u017eila v Austr\u00e1lii v\u00a0roce 2017.<\/p>\n

Setk\u00e1n\u00ed OmniConnect<\/strong> se v\u011bnovalo pozornosti<\/strong> jako d\u016fle\u017eit\u00e9 metrice pl\u00e1nov\u00e1n\u00ed sou\u010dasnosti i ve vystoupen\u00edch dal\u0161\u00edch \u0159e\u010dn\u00edk\u016f. Souhrnn\u00fd text ze setk\u00e1n\u00ed p\u0159ipravujeme a zve\u0159ejn\u00edme ho v n\u00e1sleduj\u00edc\u00edch dnech.<\/p>\n

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\u010cl\u00e1nek p\u0159evzat z MediaGuru.cz.<\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Typ medi\u00e1ln\u00ed platformy, na kter\u00e9 se reklamn\u00ed sd\u011blen\u00ed objevuje, ovliv\u0148uje pozornost k reklam\u011b podstatn\u011bji ne\u017e jej\u00ed kreativa, uvedla na setk\u00e1n\u00ed OmniConnect Karen Nelson-Field. Strategie pozornosti budou uzp\u016fsobeny po\u017eadavk\u016fm kampan\u011b a stanou se d\u016fle\u017eit\u011bj\u0161\u00ed ne\u017e \u010das zhl\u00e9dnut\u00ed. D\u00e9lka zhl\u00e9dnut\u00ed reklamy je v sou\u010dasnosti pova\u017eov\u00e1na za z\u00e1kladn\u00ed pil\u00ed\u0159 pozornosti, ale ve skute\u010dnosti m\u00e1 k pozornosti jen mal\u00fd […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[15,14],"tags":[70],"post_folder":[],"class_list":["post-227","post","type-post","status-publish","format-standard","hentry","category-czech-republic","category-news","tag-karennelsonfield-pozornost-attention-attentionplanning-vyzkum-omniconnect-medialniplanovani-reach"],"acf":[],"_links":{"self":[{"href":"https:\/\/omnicommedia.com\/czech-republic\/wp-json\/wp\/v2\/posts\/227","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/omnicommedia.com\/czech-republic\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/omnicommedia.com\/czech-republic\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/omnicommedia.com\/czech-republic\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/omnicommedia.com\/czech-republic\/wp-json\/wp\/v2\/comments?post=227"}],"version-history":[{"count":0,"href":"https:\/\/omnicommedia.com\/czech-republic\/wp-json\/wp\/v2\/posts\/227\/revisions"}],"wp:attachment":[{"href":"https:\/\/omnicommedia.com\/czech-republic\/wp-json\/wp\/v2\/media?parent=227"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/omnicommedia.com\/czech-republic\/wp-json\/wp\/v2\/categories?post=227"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/omnicommedia.com\/czech-republic\/wp-json\/wp\/v2\/tags?post=227"},{"taxonomy":"post_folder","embeddable":true,"href":"https:\/\/omnicommedia.com\/czech-republic\/wp-json\/wp\/v2\/post_folder?post=227"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}