TRENDS THAT HAVE INFLUENCED MARKETING IN THE CZECH MARKET THIS YEAR

30. 12. 2024 | 9 min read We bring you an overview of the most important trends that influenced marketing in the domestic market this year.

CRISTAL INNOVATES WITH IMPROVED AUDIENCE TARGETING TO REDUCE WEAROUT

9. 12. 2024 In 2023, Cristal, a Belgian beer brand, sought to increase positive brand association and awareness by highlighting the local ingredients and green energy they use in their production. The purpose of this campaign was to appeal to younger consumers and minimizing ad waste.

RTL GERMANY’S ADDRESSABLE TV INNOVATION: DYNAMIC CREATIVE ADS FOR REWE GROUP’S INDIVIDUAL REGIONAL RETAILER MARKETING

28. 11. 2024 Context REWE aimed to replace conventional paper brochures with a more sustainable communication method using digital sales channels while retaining the benefits of traditional flyers. They focused on Addressable TV (ATV) as an additional sales channel, complementing the existing digital solutions. The challenge was accurately displaying ads based on location, and showing digital flyers with local offers to potential REWE customers at the nearest store. These offers would automatically update every week for over 2,000 retailers across Germany.

SOCIAL RESPONSIBILITY IS FINE, BUT CZECHS WANT QUALITY ABOVE ALL

25. 11. 2024 | 3 min read Up to 64% of Czechs do not care whether a brand is ethically or socially responsible, they want quality products, according to a recent study by Ipsos.

TRENDS FOR 2025 BY KANTAR: FROM “WOKE” BRANDS TO “TOTAL” VIDEO

6. 11. 2024 | 4 min read The top 10 trends that will influence marketing in the next year and beyond have been presented by Kantar. It addresses the limits of innovation, generative AI and the demands of retail media.

APA, FAMU, NOVA, ČT, PRIMA AND ARAS ESTABLISH A PLATFORM FOR SUSTAINABILITY

27. 9. 2024 | 4 min read Six players in the domestic audiovisual industry have signed a Memorandum on the establishment of the Czech Platform for Sustainable Audiovisual.

OVERVIEW: WHAT DID THE QUARTER BRING IN TERMS OF SUSTAINABILITY?

18. 9. 2024 | 6 min read Here is another overview of selected sustainability-related news from the last quarter.

SHOP SMART, SHOP GREEN: IP OSTERREICH AND GREEN SHOPPING DAYS COLLABORATION

12. 9. 2024 As consumers grow more aware of the environmental and social consequences of their purchases, businesses are increasingly compelled to respond to these evolving values. Companies recognise that aligning with their audience’s concerns is not just a trend but a crucial strategy for long-term success.

LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION

12. 9. 2024 While most media leaders acknowledge the climate crisis as one of the defining challenges of our time, taking effective action as a TV company remains a significant hurdle. In a proactive step within the global media industry, ITV has recently published its Climate Transition Plan, setting a new standard for environmental responsibility in media.

MOST YOUNG PEOPLE WANT COMPANIES TO DO MORE IN SUSTAINABILITY

7. 9. 2024 | 3 min read As many as 69% of Gen Z youth believe companies could and should be doing more to enable consumers to make more sustainable purchasing decisions, according to a Deloitte survey.

HOW TRAVEL AND TOURISM BRANDS ENSURE CAMPAIGN EFFECTIVENESS

29. 7. 2024 | 5 min read As part of The Drum’s Travel & Tourism Focus, we use insights from marketing data and analytics company Kantar to show how brands from the likes of Air New Zealand and Disney are standing out in a saturated market.

ŠKODA, ČEZ, JÁGR, ČESKÝ LEV AND ČLOVĚK V TÍSNI. WHAT ARE THE MOST FAMOUS SPONSORSHIP BRANDS?

16. 7. 2024 | 2 min read The success of athletes goes hand in hand with the interest of Czechs in supporting professional sport, which maintains a high awareness of sponsorship among the Czech public. Engaging in supporting projects in the field of sustainability and environmental protection can be a safe bet in building a positive image.

THE GREENPRINT USA WEBINAR: SUSTAINABLE ADVERTISING ALONE WILL NOT CONVINCE CONSUMERS. ADVERTISERS NEED TO FOCUS ON SIX KEY POINTS.

14. 7. 2024 | 9 min read Sustainability is a topic that resonates around the world. The media industry is no exception. Modern consumers are increasingly aware of environmental issues and tend to prefer brands that commit to sustainable practices. Advertisements that emphasise sustainability can engage these consumers and increase their brand loyalty. On the other hand, ads can also serve as a tool to educate consumers about the importance of sustainability and how they can contribute. This can have a wider positive impact on society as a whole.

THEY’RE FINALLY HERE! GLOBAL STANDARDS FOR MEASURING EMISSIONS IN ADVERTISING PUBLISHED AT CANNES LIONS

18. 6. 2024 | 3 min read We've waited a long time for any standards to measure carbon emissions from advertising and media, but they're finally here. Now marketers can work with reliable metrics and give owners carbon data instead of assumptions.

MULTIPLATFORM TV & AUDIO COMPANIES UNITE AROUND FIVE PRIORITIES AS KEYS TO SUCCESS IN TOMORROW’S MEDIA LANDSCAPE

17. 6. 2024 | 9 min read New Industry Charter outlines the collective ambition and joint commitments of multiplatform TV & audio businesses worldwide.

CZECHS PLAN TO SPEND MORE ON SUMMER HOLIDAYS THIS YEAR, INTEREST IN ABROAD IS GROWING SLIGHTLY

17. 6. 2024 | 6 min read The CzechTourism portal has published the plans of Czechs for this year's holidays. Where will they travel and how much are they planning to spend?

BIG TECH IS GOING GREEN, SO LET’S HELP THE WHOLE INDUSTRY DO THE SAME

2. 5. 2024 | 5 min read Smaller players don’t have the resource of the tech giants but, with the help of advertisers, they can still make a significant contribution to a green future. Digital media’s response to carbon emissions is taking place on a number of fronts, but certainly the mightiest, the most pull-out-all-the-stops impressive, is the one embodied by the big technology companies that set the tone for the industry.

CZECHS HARDLY KNOW ESG, BUT EXPECT RESPONSIBLE BEHAVIOUR FROM COMPANIES

17. 4. 2024 | 4 min read Only 4% of Czechs know what the acronym ESG stands for. But two thirds consider themselves sustainable or ethical consumers.