Prodej prob\u00edh\u00e1 p\u0159\u00edm\u00fdm napojen\u00edm na\u00a0Adform<\/strong>, klienti s\u00a0p\u0159\u00edstupem do Adformu tak mohou vyu\u017e\u00edvat i\u00a0programatickou\u00a0audio reklamu<\/strong>. Auk\u010dn\u011b nakoupen\u00e9 reklamn\u00ed spoty se objevuj\u00ed v\u00a0rozhlasov\u00e9m online streamingu ve stejn\u00fdch \u010dasech, v\u00a0jak\u00fdch jsou do FM rozhlasov\u00e9ho vys\u00edl\u00e1n\u00ed nasazov\u00e1ny klasick\u00e9 spoty. Rozd\u00edl je ale v\u00a0tom, \u017ee programatick\u00e1 reklama c\u00edl\u00ed na konkr\u00e9tn\u00edho poslucha\u010de, zat\u00edmco klasick\u00e9 spoty jsou nasazov\u00e1ny podle rozhlasov\u00fdch stanic. C\u00edlen\u00ed na poslucha\u010de je mo\u017en\u00e9 podle stejn\u00fdch sociodemografick\u00fdch krit\u00e9ri\u00ed, se kter\u00fdmi pracuje programatick\u00e1 reklama na internetu.<\/p>\n \u201eDok\u00e1\u017eeme p\u0159es server Adformu odbavit audiospot a\u00a0p\u0159es c\u00edlen\u00ed na streamovan\u00fdch r\u00e1di\u00edch oslovit poslucha\u010de, kter\u00e9ho klient po\u017eaduje. D\u011bje se tak v\u00a0reklamn\u00edm breaku, kter\u00fd standardn\u011b b\u011b\u017e\u00ed v\u00a0FM vys\u00edl\u00e1n\u00ed, je ale p\u0159ekryt programatick\u00fdm audiem, \u201c vysv\u011btlil\u00a0Roman Stolejda<\/strong>.<\/p>\n Programaticky lze v\u00a0sou\u010dasnosti nakupovat spoty v\u00a0\u017eiv\u00e9m online vys\u00edl\u00e1n\u00ed\u00a0Rock Radia<\/strong>\u00a0(pat\u0159\u00ed spole\u010dnosti\u00a0Media Bohemia<\/strong>). V\u00a0nab\u00eddce jsou form\u00e1ty preroll (na za\u010d\u00e1tku poslechu) a\u00a0midroll o\u00a0d\u00e9lce 20 vte\u0159in a\u00a0tak\u00e9 30 vte\u0159in (spot v\u00a0pr\u016fb\u011bhu p\u0159ehr\u00e1v\u00e1n\u00ed). \u201eJsme p\u0159ipraveni programatik spustit i\u00a0na dal\u0161\u00edch r\u00e1diov\u00fdch stanic\u00edch a\u00a0v dohledn\u00e9 dob\u011b i\u00a0na internetov\u00fdch r\u00e1di\u00edch a\u00a0on-demand vys\u00edl\u00e1n\u00ed, jako jsou nap\u0159\u00edklad podcasty, \u201c p\u0159ibl\u00ed\u017eil d\u00e1le\u00a0Stolejda<\/strong>, podle kter\u00e9ho je hlavn\u00ed p\u0159ednost\u00ed programatick\u00e9ho audia p\u0159esn\u011bj\u0161\u00ed c\u00edlen\u00ed.<\/p>\n RadiaCZ<\/strong>\u00a0si p\u0159ed spu\u0161t\u011bn\u00edm otestovala fungov\u00e1n\u00ed programatick\u00e9ho audia. Ve spolupr\u00e1ci s\u00a0medi\u00e1ln\u00ed agenturou\u00a0PHD<\/strong>\u00a0sledovala \u010dty\u0159denn\u00ed kampa\u0148\u00a0\u0160koda Auto<\/strong>. V\u00fdsledky uk\u00e1zaly, \u017ee kampa\u0148 na Rock Radiu dos\u00e1hla 58 tis\u00edc impres\u00ed. Pr\u016fm\u011brn\u00e1 cena CPT byla 259 K\u010d (floor price 180 K\u010d). T\u00fddenn\u00ed poslechovost online streamu Rock Radia je 110 tis\u00edc poslucha\u010d\u016f a\u00a0pr\u016fm\u011brn\u00e1 d\u00e9lka poslechu online je 2 hodiny 23 minut.<\/p>\n Zav\u00e1d\u011bn\u00ed programatick\u00e9 audio reklamy je v\u00a0souladu s\u00a0trendem r\u016fstu auk\u010dn\u00edho online prodeje reklamy. Odpov\u00edd\u00e1 zvy\u0161uj\u00edc\u00edm se mo\u017enostem konzumace medi\u00e1ln\u00edho obsahu v\u00a0online prost\u0159ed\u00ed, o\u010dek\u00e1van\u00e9ho rozvoje digit\u00e1ln\u00edho r\u00e1dia a\u00a0poslechu na vy\u017e\u00e1d\u00e1n\u00ed (on-demand).<\/p>\n Podle v\u00fdzkumu poslechovosti\u00a0Radioprojektu<\/strong>\u00a0poslouchalo alespo\u0148 n\u011bkdy r\u00e1dio p\u0159es internet milion poslucha\u010d\u016f. Rozvoj programatick\u00e9ho audia na \u010desk\u00e9m trhu ale bude d\u00e1le z\u00e1le\u017eet tak\u00e9 na tom, jak se k\u00a0n\u011bmu postav\u00ed dal\u0161\u00ed hr\u00e1\u010di na rozhlasov\u00e9m trhu, nebo jak\u00fdm zp\u016fsobem se nastav\u00ed ceny pro prodej programatick\u00e9 audio reklamy. Zat\u00edm bylo mo\u017en\u00e9 na \u010desk\u00e9m trhu nakupovat programatick\u00e9 audio pouze na\u00a0Spotify<\/strong>.<\/p>\n <\/p>\n Audio reklamu je u\u017e mo\u017en\u00e9 na \u010desk\u00e9m trhu nakupovat programaticky, zat\u00edm je k\u00a0dispozici prostor ve vys\u00edl\u00e1n\u00ed Rock Radia. Spole\u010dnost\u00a0RadiaCZ, kter\u00e1 pat\u0159\u00ed do skupiny\u00a0Media Bohemia, spustila na konci ledna (28. ledna 2020) jako prvn\u00ed subjekt na tuzemsk\u00e9m rozhlasov\u00e9m reklamn\u00edm trhu prodej rozhlasov\u00e9 reklamy pomoc\u00ed\u00a0programatiku. Vytvo\u0159ila k\u00a0tomu produkt s\u00a0n\u00e1zvem\u00a0AudioPower.cz,\u00a0p\u0159edstavil jednatel RadiaCZ\u00a0Roman Stolejda\u00a0na \u010dtvrte\u010dn\u00ed konferenci\u00a0IAC 2020. Prodej prob\u00edh\u00e1 […]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1108","post","type-post","status-publish","format-standard","hentry","category-nezarazene"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.mediabohemia.cz\/index.php?rest_route=\/wp\/v2\/posts\/1108","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mediabohemia.cz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mediabohemia.cz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mediabohemia.cz\/index.php?rest_route=\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mediabohemia.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1108"}],"version-history":[{"count":2,"href":"https:\/\/www.mediabohemia.cz\/index.php?rest_route=\/wp\/v2\/posts\/1108\/revisions"}],"predecessor-version":[{"id":1111,"href":"https:\/\/www.mediabohemia.cz\/index.php?rest_route=\/wp\/v2\/posts\/1108\/revisions\/1111"}],"wp:attachment":[{"href":"https:\/\/www.mediabohemia.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1108"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mediabohemia.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1108"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mediabohemia.cz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1108"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"\"](\"http:\/\/www.mediabohemia.cz\/wp-content\/uploads\/audio-power-300x200.jpg\")
<\/p>\n","protected":false},"excerpt":{"rendered":"