CZECH INTERNET FORUM: NEW AUDIENCES, FORMATS AND CHALLENGES FOR THE MEDIA AND BRANDS

This year, the Czech Internet Forum will once again focus on the trends shaping the future of media and marketing.

AI, new media habits and the battle for attention are changing the way content is created, the way the media operate and the way brands communicate. This year’s Czech Internet Forum conference will once again focus on the trends shaping the future of media and marketing.

The media are seeking new ways to reach their audience, brands are grappling with how to gain attention and trust, and artificial intelligence is influencing both the creation and distribution of content. It is precisely these changes that will be the main themes of this year’s conference, which will take place on 3 November at the Hotel Duo in Prague.

The programme will offer insights into the current challenges of the digital world – from the use of AI in content creation, through the transformation of media habits and the future of journalism, to the integration of channels, new opportunities in television advertising and omnichannel strategy – whilst also focusing on the importance of a trustworthy advertising environment for brands.

How the media and their audiences are changing

Social media, short videos, podcasts and recommendation algorithms are changing the rules of content creation and distribution. The programme will include a major media debate on how to create the media and content of the future. Representatives from the largest Czech publishers (Petra Fonda from BurdaMedia Extra, Daniel Gruntfrom TV Nova, Matěj Hušek from Seznam.cz and Lukáš Kubát from FTV Prima) will focus on young audiences, new formats and the influence of AI.

Tomáš Hynčica from ResSolutionGroup and Tereza Šimečková from Admosphere Time will present data on the media habits of Generations Z and Alpha and explain what their behaviour means for the media and brands.

Josef Šlerka from the Independent Journalism Foundation will offer a data-driven perspective on the Czech online media landscape and its structure.

The topic will be complemented by an interview with Václav Moravec on the role of a journalist and his experience of building his own media project.

Omnichannel, CTV and campaign opportunities

Today’s users switch between television, mobile, desktop and other digital environments. For brands, therefore, the importance of linking individual channels and the ability to treat a campaign as a whole is growing.

Vojtěch Lambert from LCG New Media, Marek Pohanka and David Sedliský from Adform, and Gabriela Vasile from Teads will discuss how to utilise the omnichannel approach, Connected TV and new opportunities in media planning.

AI in content creation and communication

Artificial intelligence is part of the day-to-day work of content teams, media organisations and marketers. The question is not only what AI is capable of, but also how to utilise it to help create higher-quality and more relevant content.

Lucie Hrdinová from WPP Media will share her experiences of using AI assistants and agents, whilst Petr Princ from SkupinaKlik.cz will focus on how AI works with brands and what influences their visibility in the responses generated by AI tools.

Trust as the foundation of a strong brand

The advertising market has long been optimising price, reach and performance. However, an increasingly important question remains: in what environment does a brand communicate, and what kind of relationship does it build with its audience?

Tomáš Řehák from Kuráž Media will explore the shift from brand safety to brand trust and the importance of a trustworthy advertising environment. Kristýna Rakovská from Niceboy will present a case study of the “Hello, this is Niceboy” campaign and demonstrate how brand communication can deliver results not only in terms of brand perception but also in business.

The eventprogramme is available on the event website, where you can also register.

Source: mediaguru.cz