{"id":5803,"date":"2016-09-14T00:00:00","date_gmt":"2016-09-13T23:00:00","guid":{"rendered":"https:\/\/instrid.sk\/uncategorized\/slovensko-postupne-meni-svet-online-reklamy\/"},"modified":"2016-09-14T00:00:00","modified_gmt":"2016-09-13T23:00:00","slug":"slovensko-postupne-meni-svet-online-reklamy","status":"publish","type":"post","link":"https:\/\/instrid.sk\/en\/archiv\/slovensko-postupne-meni-svet-online-reklamy\/","title":{"rendered":"Slovakia is gradually changing the world of online advertising, introducing a new standard"},"content":{"rendered":"

Aj v na\u0161ich podmienkach sa d\u00e1 za\u010da\u0165 konkurova\u0165 Googlu a Facebooku. Slov\u00e1ci pri\u0161li s odv\u00e1\u017enou inov\u00e1ciou, ktor\u00e1 m\u00e1 potenci\u00e1l ovplyvni\u0165 trh s reklamou u n\u00e1s i v zahrani\u010d\u00ed.<\/h3>\n

\u00a0<\/strong><\/strong><\/p>\n

S\u00fa\u010dasn\u00fd trh s online reklamou je pestr\u00fd a inzerenti vyu\u017e\u00edvaj\u00fa slu\u017eby hne\u010f nieko\u013ek\u00fdch poskytovate\u013eov reklamn\u00fdch nosi\u010dov. Najpopul\u00e1rnej\u0161\u00edmi s\u00fa Google a Facebook, pri\u010dom v na\u0161om regi\u00f3ne pre nich predstavuje v\u00fdznamn\u00fa konkurenciu slovensk\u00e1 zna\u010dka Etarget. Tieto spolo\u010dnosti (a mnoh\u00e9 \u010fal\u0161ie) pon\u00fakaj\u00fa svoje priestory na r\u00f4znych webstr\u00e1nkach, sn\u00e1\u010f iba Facebook je v\u00fdnimkou a pred\u00e1va v\u00fdlu\u010dne vlastn\u00fa soci\u00e1lnu sie\u0165. <\/span><\/p>\n

 <\/p>\n

„Nedotknute\u013en\u00fd \u0161tandard“<\/h2>\n

St\u00e1le popul\u00e1rna je predov\u0161etk\u00fdm PPC reklama (Pay Per Click), zvy\u010dajne sa s \u0148ou stret\u00e1vame ako s nevtierav\u00fdmi reklamn\u00fdmi p\u00fata\u010dmi s mal\u00fdm obr\u00e1zkom, nadpisom a kr\u00e1tkym textom. Pre inzerenta je v\u00fdhodou, \u017ee t\u00e1to reklama je spoplatnen\u00e1 a\u017e vo chv\u00edli, ke\u010f na \u0148u pou\u017e\u00edvate\u013e klikne, samotn\u00e9 zobrazenie je zadarmo.<\/span><\/p>\n

V tomto svete online reklamy platia ur\u010dit\u00e9 pravidl\u00e1, ktor\u00fdch sa dr\u017eia inzerenti, ale aj poskytovatelia a nie v\u0161etky z nich s\u00fa vytvoren\u00e9 v prospech klienta. Dodnes je napr\u00edklad \u0161tandardom, \u017ee ak chcete konkr\u00e9tneho pou\u017e\u00edvate\u013ea internetu zacieli\u0165 a pripomen\u00fa\u0165 sa mu aj po tom, \u010do prv\u00fdkr\u00e1t nav\u0161t\u00edvil va\u0161e webstr\u00e1nky, mus\u00edte si priplati\u0165 za slu\u017ebu retargetingu. \u010casto sa s n\u00edm stretnete aj pod pojmom remarketing.<\/span><\/p>\n

Cie\u013eom tejto slu\u017eby je pripom\u00edna\u0165 sa pou\u017e\u00edvate\u013eovi internetu dovtedy, k\u00fdm nedokon\u010d\u00ed n\u00e1kup alebo nevykon\u00e1 in\u00fa aktivitu, ktor\u00e1 je pre v\u00e1s cie\u013eom. Pre predajcu to m\u00f4\u017ee by\u0165 n\u00e1kup tovaru a pre medi\u00e1lny titul prihl\u00e1senie sa na odber e-mailov\u00e9ho newslettera.<\/span><\/p>\n

Tento \u0161tandard, teda pripl\u00e1canie si za funkciu retargetingu, sa vyu\u017e\u00edval aj na Slovensku a pre poskytovate\u013eov reklamn\u00fdch nosi\u010dov to znamenalo o nie\u010do vy\u0161\u0161ie pr\u00edjmy, zatia\u013e \u010do pre inzerenta n\u00e1klady navy\u0161e. Av\u0161ak ka\u017ed\u00fd, kto sa vo svete online reklamy orientuje, vie, \u017ee retargeting tvor\u00ed podstatn\u00fa s\u00fa\u010das\u0165 reklamnej kampane, bez ktorej sa inzerent zaob\u00edde iba \u0165a\u017eko. Slovensk\u00e1 reklamn\u00e1 sie\u0165, ktor\u00e1 v\u0161ak u\u017e dnes p\u00f4sob\u00ed aj v \u010fal\u0161\u00edch eur\u00f3pskych krajin\u00e1ch, od septembra zav\u00e1dza retargeting do z\u00e1kladn\u00e9ho bal\u00ed\u010dka. Mohlo by sa zda\u0165, \u017ee je to iba dobre nastaven\u00e1 marketingov\u00e1 strat\u00e9gia, \u017ee je to sk\u00f4r o malej zmene obchodn\u00fdch podmienok. Pre \u013eud\u00ed z reklamn\u00e9ho priemyslu je to ale mimoriadne odv\u00e1\u017eny krok, ktor\u00fd m\u00e1 potenci\u00e1l v\u00fdrazn\u00fdm sp\u00f4sobom zatrias\u0165 cel\u00fdm trhom s online propag\u00e1ciou.<\/span><\/p>\n

Inov\u00e1cia v praxi znamen\u00e1, \u017ee inzerent st\u00e1le plat\u00ed iba za konkr\u00e9tne kliknutie na jeho reklamu, pri\u010dom pr\u00e9miov\u00fa slu\u017ebu retargetingu m\u00e1 u\u017e v cene. T\u00e1 sa navy\u0161e v porovnan\u00ed s predch\u00e1dzaj\u00facim obdob\u00edm nezvy\u0161uje, \u010do pre inzerenta m\u00f4\u017ee predstavova\u0165 \u00faspory na celej kampani a\u017e nieko\u013eko desiatok percent. Pre agent\u00fary, ktor\u00e9 svojim klientom zad\u00e1vaj\u00fa kampane v objemoch nieko\u013eko tis\u00edc eur, sa m\u00f4\u017ee \u00faspora po\u010d\u00edta\u0165 a\u017e v stovk\u00e1ch eur, pritom s rovnak\u00fdm efektom.<\/p>\n

 <\/p>\n Reklamy s\u00fa dnes v\u0161ade. Tis\u00edce webstr\u00e1nok, vr\u00e1tane t\u00fdch najsledovanej\u0161\u00edch, vyu\u017e\u00edva naraz nieko\u013eko reklamn\u00fdch platforiem a medzi nimi aj slovensk\u00fd Etarget. Ten teraz zav\u00e1dza tak\u00e9 technologick\u00e9 inov\u00e1cie, ktor\u00e9 m\u00f4\u017eu ohrozova\u0165 aj Google a Facebook.\n

 <\/p>\n

Slovensk\u00e9 zna\u010dky maj\u00fa ve\u013ek\u00fd potenci\u00e1l<\/h2>\n

Je ve\u013emi povzbudzuj\u00face, \u017ee aj slovensk\u00e1 firma ako Etarget dok\u00e1\u017ee v silnom konkuren\u010dnom prostred\u00ed takto v\u00fdrazne inovova\u0165 trh. Reklamn\u00e9 platformy od Googlu a Facebooku toti\u017e disponuj\u00fa ove\u013ea v\u00e4\u010d\u0161\u00edmi zdrojmi na financovia inov\u00e1ci\u00ed a zlep\u0161en\u00ed. Je ve\u013ek\u00e1 \u0161anca, \u017ee mno\u017estvo dom\u00e1cich inzerentov z t\u00fdchto platforiem bude uva\u017eova\u0165 pr\u00e1ve nad prechodom k slovensk\u00e9mu syst\u00e9mu.<\/span><\/p>\n

 <\/p>\n

Etarget tvrd\u00ed, \u017ee slu\u017eba retargetingu bude bezplatn\u00e1 pre v\u0161etk\u00fdch z\u00e1kazn\u00edkov bez oh\u013eadu na to, ko\u013eko sa rozhodn\u00fa na online reklamu min\u00fa\u0165 pe\u0148az\u00ed. Pr\u00e1ve to rob\u00ed z kroku Slov\u00e1kov v\u00fdznamn\u00fd m\u00ed\u013enik, zatia\u013e celkom ojedinel\u00fd. Ponech\u00e1va si v\u0161ak na\u010falej spoplatnen\u00fa funkciu Retargeting Plus, ktorej cie\u013eom je zhodnoti\u0165 98% n\u00e1v\u0161tevnosti na z\u00e1kazn\u00edkov.<\/span><\/p>\n

 <\/p>\n

 <\/p>","protected":false},"excerpt":{"rendered":"

Aj v na\u0161ich podmienkach sa d\u00e1 za\u010da\u0165 konkurova\u0165 Googlu a Facebooku. Slov\u00e1ci pri\u0161li s odv\u00e1\u017enou inov\u00e1ciou, ktor\u00e1 m\u00e1 potenci\u00e1l ovplyvni\u0165 trh s reklamou u n\u00e1s<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[51],"tags":[],"class_list":["post-5803","post","type-post","status-publish","format-standard","hentry","category-archiv","two-columns"],"_links":{"self":[{"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/posts\/5803","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/comments?post=5803"}],"version-history":[{"count":0,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/posts\/5803\/revisions"}],"wp:attachment":[{"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/media?parent=5803"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/categories?post=5803"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/tags?post=5803"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}