{"id":289,"date":"2017-03-10T19:40:43","date_gmt":"2017-03-10T18:40:43","guid":{"rendered":"https:\/\/slovaksuperbrands.com\/blog\/?p=289"},"modified":"2017-03-11T09:27:39","modified_gmt":"2017-03-11T08:27:39","slug":"nativna-reklama-skvely-nastroj-na-propagaciu-znacky-nielen-v-online","status":"publish","type":"post","link":"https:\/\/slovaksuperbrands.com\/blog\/nativna-reklama-skvely-nastroj-na-propagaciu-znacky-nielen-v-online\/","title":{"rendered":"Nat\u00edvna reklama – skvel\u00fd n\u00e1stroj na propag\u00e1ciu zna\u010dky nielen v online"},"content":{"rendered":"

Nat\u00edvna inzercia vznikla ako form\u00e1t reklamy vyu\u017e\u00edvan\u00fd najm\u00e4 v\u00a0online prostred\u00ed, v\u010faka svojej efekt\u00edvnosti sa v\u0161ak vo svete vyu\u017e\u00edva \u010doraz viac aj v\u00a0tla\u010den\u00fdch periodik\u00e1ch. \u00a0V online prin\u00e1\u0161a so sebou z\u00e1sadn\u00fa v\u00fdhodu – nedok\u00e1\u017ee ju zablokova\u0165 softv\u00e9r chr\u00e1niaci pou\u017e\u00edvate\u013eov pred ne\u017eiaducou reklamou<\/strong><\/em>. V\u00a0printe sa tie\u017e vyu\u017e\u00edva najm\u00e4 kv\u00f4li svojej nevtieravosti a\u00a0vysokej akcept\u00e1cii u\u00a0cie\u013eov\u00e9ho \u010ditate\u013ea<\/strong>. T\u00e1to forma reklamy je pova\u017eovan\u00e1 za extr\u00e9mne efekt\u00edvnu<\/strong><\/em>, nako\u013eko dok\u00e1\u017ee neb\u00fdval\u00fdm sp\u00f4sobom propagova\u0165 zna\u010dku a\u00a0to bez toho, aby to \u010ditate\u013eovi pripadalo neprirodzen\u00e9 alebo otravn\u00e9.<\/p>\n

V zahrani\u010d\u00ed jej silu u\u017e poznaj\u00fa<\/h2>\n

Napriek tomu, \u017ee je nat\u00edvna reklama na zahrani\u010dn\u00fdch trhoch ve\u013ek\u00fd trend, nejde v\u00a0marketingu a\u00a0medi\u00e1lnom svete o\u00a0\u00fapln\u00fa novinku. Be\u017ene zna\u010dky vyu\u017e\u00edvaj\u00fa PR \u010dl\u00e1nky, sponzorovan\u00e9 sekcie a\u00a0\u010fal\u0161ie podobn\u00e9 formy reklamy. Nat\u00edvna reklama je v\u0161ak trochu in\u00e1 a\u00a0medzi jednotliv\u00fdmi form\u00e1tmi ju treba vedie\u0165 rozl\u00ed\u0161i\u0165<\/strong><\/em>. Be\u017ene ch\u00e1pan\u00fd sponzorovan\u00fd\/reklamn\u00fd obsah je tak\u00fd, ktor\u00fd je vytvoren\u00fd vydavate\u013eom alebo reklamnou agent\u00farou pre potreby zna\u010dky. \u00daspe\u0161nos\u0165 sponzorovan\u00e9ho obsahu sa jednoducho odmeria cez parametre ako s\u00fa miera dopozerania videa, \u010di priemerne str\u00e1ven\u00fd \u010das na str\u00e1nke\/\u010dl\u00e1nku.<\/p>\n

Naopak nat\u00edvna reklama je s\u00fa\u010das\u0165ou redak\u010dn\u00e9ho priestoru a\u00a0svojim preveden\u00edm kop\u00edruje okolit\u00fd redak\u010dn\u00fd priestor. Predstavte si na pr\u00edklad \u010dl\u00e1nok o\u00a0dom\u00e1cej v\u00fdrobe piva na Slovensku, ktor\u00fd \u010ditate\u013eovi pon\u00faka zauj\u00edmav\u00e9 inform\u00e1cie, infografiky, no\u00a0z\u00e1rove\u0148 propaguje lok\u00e1lny pivovar. Nat\u00edvna reklama je tie\u017e inovat\u00edvna v tom, \u017ee redaktor pri p\u00edsan\u00ed \u010dl\u00e1nku vyu\u017e\u00edva svoju vlastn\u00fa formul\u00e1ciu a\u00a0sp\u00f4sob p\u00edsania<\/strong><\/em>. T\u00e9ma o\u00a0ktorej p\u00ed\u0161e, priamo s\u00favis\u00ed so zna\u010dkou, ktor\u00e1 je v\u00a0\u010dl\u00e1nku propagovan\u00e1 a\u00a0najm\u00e4 v\u010faka tomu dok\u00e1\u017ee by\u0165 nat\u00edvna forma inzercie ve\u013emi prirodzen\u00e1.<\/p>\n

\"image1\"<\/p>\n

Na rozdiel od sponzorovan\u00fdch \u010dl\u00e1nkov alebo PR \u010dl\u00e1nkov reklamn\u00e9 materi\u00e1ly kompletne pripravuje redakcia alebo kreat\u00edvny t\u00edm, ktor\u00fd pozn\u00e1 redakciu a spolupracuje s\u00a0\u0148ou, nezad\u00e1va ich pripraven\u00e9 a\u00a0hotov\u00e9 objedn\u00e1vate\u013e. V\u00a0jednoduchosti povedan\u00e9, ide o\u00a0\u017eurnalistiku v\u00a0slu\u017eb\u00e1ch budovania zna\u010dky. Ak\u00e1ko\u013evek t\u00e9ma t\u00fdkaj\u00faca ak\u00fdchko\u013evek produktov \u010di zna\u010diek sa d\u00e1 spracova\u0165 pr\u00ed\u0165a\u017elivo a v mene zna\u010dky.<\/p>\n

Podobn\u00fd trend funguje vo svete u\u017e takmer 5 rokov, rozbehlo ho napr\u00edklad americk\u00e9 The New York Times, \u010di The Atlantic (najm\u00e4 na weboch) a na Slovensku sa sna\u017e\u00ed by\u0165 priekopn\u00edkom v tomto smere vydavate\u013estvo Petit Press so zna\u010dkou Sme Creative<\/strong><\/em>, \u010do je ich vlastn\u00e9 kreat\u00edvne \u0161t\u00fadio. Pri spr\u00e1vnom uchopen\u00ed m\u00f4\u017ee by\u0165 nat\u00edvna reklama zna\u010dn\u00fd zdroj pr\u00edjmov redakcie tla\u010den\u00e9ho periodika. Zoh\u013eadni\u0165 treba aj fakt, \u017ee prij\u00edmatelia s\u00fa \u010doraz rezistentnej\u0161\u00ed vo\u010di tradi\u010dn\u00fdm form\u00e1tom reklamy, a\u00a0tie\u017e existuj\u00fa \u010doraz dokonalej\u0161ie softv\u00e9ry na blokovanie reklamy v online (ako pr\u00edklad je mo\u017en\u00e9 uvies\u0165 AdBlock).<\/p>\n

\"image2\"<\/p>\n

Za hranicami Slovenska s\u00fa m\u00e9di\u00e1, ktor\u00e9 s\u00fa financovan\u00e9 v\u00fdhradne z nat\u00edvnej reklamy, napriek tomu na Slovensku mo\u017eno bada\u0165 len p\u00e1r prv\u00fdch lastovi\u010diek, ktor\u00e9 sa odv\u00e1\u017eili siahnu\u0165 po tomto progres\u00edvnom form\u00e1te reklamy a\u00a0to zatia\u013e len vyslovene na webe. Napriek tomu, \u017ee nat\u00edvna forma inzercie e\u0161te plnohodnotne nedorazila na Slovensko, vo svete sa ve\u013emi r\u00fdchlo vyv\u00edja a\u00a0men\u00ed sa k\u00a0nej aj postoj spotrebite\u013ea<\/strong><\/em>. Ten sa e\u0161te mus\u00ed nau\u010di\u0165 rozli\u0161ova\u0165 medzi t\u00fdm, \u010do je platen\u00e9 a\u00a0\u010do je s\u00fa\u010das\u0165 redak\u010dn\u00e9ho obsahu.<\/p>\n

Vzh\u013eadom na archaick\u00fa podobu slovensk\u00e9ho z\u00e1kona o\u00a0reklame a\u00a0nedostato\u010dnej flexibilite z\u00e1konodarn\u00e9ho procesu sa v\u0161ak ned\u00e1 o\u010dak\u00e1va\u0165, \u017ee v\u00a0doh\u013eadnej dobe za\u010dne z\u00e1kon rozli\u0161ova\u0165 medzi redak\u010dn\u00fdm textom a\u00a0nat\u00edvnym \u010dl\u00e1nkom. Ako je na tom nat\u00edvna reklama v\u00a0porovnan\u00ed s\u00a0tradi\u010dnou inzerciou si m\u00f4\u017eeme pozrie\u0165 na grafoch vy\u0161\u0161ie. V\u00fdskum realizovala IPG Lab & Sharethrough. Pod\u013ea v\u0161etk\u00e9ho sa zd\u00e1, \u017ee inzerova\u0165 formou nat\u00edvneho \u010dl\u00e1nku sa skuto\u010dne oplat\u00ed.<\/p>\n

Zdroj grafov:\u00a0AdBird.sk, \u00fadaje IPG Lab & Sharethrough, www.ipglab.com<\/p>\n","protected":false},"excerpt":{"rendered":"

Nat\u00edvna inzercia vznikla ako form\u00e1t reklamy vyu\u017e\u00edvan\u00fd najm\u00e4 v\u00a0online prostred\u00ed, v\u010faka svojej efekt\u00edvnosti sa v\u0161ak vo svete vyu\u017e\u00edva \u010doraz viac aj v\u00a0tla\u010den\u00fdch periodik\u00e1ch. \u00a0V online prin\u00e1\u0161a so sebou z\u00e1sadn\u00fa v\u00fdhodu – nedok\u00e1\u017ee ju zablokova\u0165 softv\u00e9r chr\u00e1niaci pou\u017e\u00edvate\u013eov pred ne\u017eiaducou reklamou. V\u00a0printe sa tie\u017e vyu\u017e\u00edva najm\u00e4 kv\u00f4li svojej nevtieravosti a\u00a0vysokej akcept\u00e1cii u\u00a0cie\u013eov\u00e9ho \u010ditate\u013ea. T\u00e1to forma reklamy je pova\u017eovan\u00e1 za extr\u00e9mne efekt\u00edvnu, nako\u013eko dok\u00e1\u017ee neb\u00fdval\u00fdm sp\u00f4sobom propagova\u0165 zna\u010dku a\u00a0to bez toho, aby to \u010ditate\u013eovi pripadalo neprirodzen\u00e9 alebo … <\/p>\n

Continue reading “Nat\u00edvna reklama – skvel\u00fd n\u00e1stroj na propag\u00e1ciu zna\u010dky nielen v online”<\/span><\/a><\/div>\n","protected":false},"author":30,"featured_media":295,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[24],"tags":[65,18,64],"_links":{"self":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts\/289"}],"collection":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/users\/30"}],"replies":[{"embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/comments?post=289"}],"version-history":[{"count":5,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts\/289\/revisions"}],"predecessor-version":[{"id":299,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts\/289\/revisions\/299"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/media\/295"}],"wp:attachment":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/media?parent=289"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/categories?post=289"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/tags?post=289"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}