{"id":2618,"date":"2022-03-11T07:05:00","date_gmt":"2022-03-11T06:05:00","guid":{"rendered":"https:\/\/www.cernovsky.cz\/?p=2618"},"modified":"2022-04-25T18:00:28","modified_gmt":"2022-04-25T16:00:28","slug":"adblock-marketeri","status":"publish","type":"post","link":"https:\/\/www.cernovsky.cz\/en\/marketing\/adblock-marketeri\/","title":{"rendered":"Adblock, stra\u0161\u00e1k on-line market\u00e9r\u016f a inzerent\u016f. Nau\u010dte se s\u00a0n\u00edm pracovat &#8211; 6 tip\u016f"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.focus-age.cz\/m-journal\/aktuality\/infografika--jak-moc-a-proc-lide-blokuji-online-reklamy__s288x14649.html\" target=\"_blank\" rel=\"noopener\">Adblocky<\/a> neboli blok\u00e1tory reklam p\u0159in\u00e1\u0161\u00ed dva \u00fahly pohledu. Na jedn\u00e9 stran\u011b p\u0159in\u00e1\u0161\u00ed u\u017eivatel\u016fm internetu komfort v&nbsp;podob\u011b obsahu bez zbyte\u010dn\u00fdch reklam, na stran\u011b druh\u00e9 p\u0159edstavuj\u00ed komplikaci pro market\u00e9ry, inzerenty a weby, pro kter\u00e9 reklama mnohdy p\u0159edstavuje <strong>z\u00e1sadn\u00ed \u010d\u00e1st p\u0159\u00edjm\u016f<\/strong>. Jak to tedy s&nbsp;adblocky ve skute\u010dnosti je? M\u00e1me se jich z&nbsp;pohledu <a href=\"https:\/\/www.cernovsky.cz\/kategorie\/marketing\/\">market\u00e9ra \u010di inzerenta ob\u00e1vat<\/a>? Na to, do jak\u00e9 m\u00edry reklamu ovliv\u0148uj\u00ed a jak\u00fd mohou m\u00edt dopad na fin\u00e1ln\u00ed v\u00fdsledky reklamy se nyn\u00ed pod\u00edv\u00e1me bl\u00ed\u017ee.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/03\/Cernovsky_Adblock_1.jpg\" alt=\"AdBlock je siln\u00fd n\u00e1stroj u\u017eivatel\u016f, jak se na internetu zbavit reklamy. Ne \u00fapln\u011b v\u0161ude. Nap\u0159\u00edklad na soci\u00e1ln\u00edch s\u00edt\u00edch s adblockem neusp\u011bjete. Co se ale t\u00fd\u010de banerov\u00e9 reklamy na r\u016fzn\u00fdch webech, tak tam je to jin\u00e1 p\u00edsni\u010dka.\" class=\"wp-image-2620\"\/><figcaption>Adblocky jsou pro v\u0161echny online market\u00e9ry postrach &#8211; bu\u010f blokuj\u00ed reklamu jako takovou nebo blokuj\u00ed m\u011b\u0159en\u00ed a analytiku okolo reklamy.<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Zdroj: <a href=\"https:\/\/windowsreport.com\/adblock-browser-doesnt-block-ads\/\" target=\"_blank\" rel=\"noopener\">Adblock Browser not blocking ads [Safe Fix] (windowsreport.com)<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Co je to adblock a jak vlastn\u011b funguje<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Na \u00favod je t\u0159eba ujasnit si pojmy. Adblock reprezentuje obecn\u00fd n\u00e1zev pro v\u0161echny blok\u00e1tory reklam, zat\u00edm co \u010dasto chybn\u011b uv\u00e1d\u011bn\u00fd pojem <a href=\"https:\/\/chrome.google.com\/webstore\/detail\/adblock-%E2%80%94-best-ad-blocker\/gighmmpiobklfepjocnamgkkbiglidom\" target=\"_blank\" rel=\"noopener\">AdBlock<\/a>, je n\u00e1zvem konkr\u00e9tn\u00edho softwaru.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Adblocky jsou aplikace (pluginy nebo roz\u0161\u00ed\u0159en\u00ed prohl\u00ed\u017ee\u010d\u016f), kter\u00e9 blokuj\u00ed nebo upravuj\u00ed zobrazov\u00e1n\u00ed reklam v&nbsp;r\u00e1mci obsahu webov\u00e9 str\u00e1nky. N\u011bkter\u00e9 blok\u00e1tory nahrazuj\u00ed obsah jin\u00fdm, n\u011bkter\u00e9 po blokovan\u00e9 reklam\u011b zanech\u00e1vaj\u00ed pr\u00e1zdn\u00fd prostor nebo nefunk\u010dn\u00ed odkaz.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Obsah, kter\u00fd blok\u00e1tory zakazuj\u00ed se li\u0161\u00ed v&nbsp;z\u00e1vislosti na jednotliv\u00fdch aplikac\u00edch. N\u011bkter\u00e9 blokuj\u00ed ve\u0161ker\u00e9 reklamy, jin\u00e9 se zam\u011b\u0159uj\u00ed pouze na reklamn\u00ed obsah, kter\u00fd by mohl naru\u0161it soukrom\u00ed u\u017eivatele. Jedn\u00e1 se nap\u0159\u00edklad o reklamy obsahuj\u00edc\u00ed sledovac\u00ed k\u00f3dy, kter\u00e9 poskytuj\u00ed market\u00e9r\u016fm a obchodn\u00edk\u016fm informace o aktivit\u00e1ch u\u017eivatele na str\u00e1nce (str\u00e1ven\u00fd \u010das, prohl\u00e9dnut\u00e9 str\u00e1nky atd.).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V&nbsp;sou\u010dasn\u00e9 dob\u011b se blok\u00e1tory zam\u011b\u0159uj\u00ed nejv\u00edce na \u201eotravn\u00e9\u201c typy reklam jak\u00fdmi jsou vyskakovac\u00ed \u201epop-up\u201c okna a bannerov\u00e9 reklamy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Blok\u00e1tory reklam v&nbsp;celosv\u011btov\u00fdch \u010d\u00edslech<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\"><li>42,7 % u\u017eivatel\u016f internetu ve v\u011bku od 16 do 64 let uvedlo, \u017ee blok\u00e1tor reklam vyu\u017e\u00edvaj\u00ed alespo\u0148 jednou do m\u011bs\u00edce.<\/li><li>AdBlock, nejpopul\u00e1rn\u011bj\u0161\u00ed blokovac\u00ed roz\u0161\u00ed\u0159en\u00ed, v&nbsp;sou\u010dasn\u00e9 dob\u011b vyu\u017e\u00edv\u00e1 65 milion\u016f u\u017eivatel\u016f.<\/li><li>Blok\u00e1tory reklam vyu\u017e\u00edvaj\u00ed nej\u010dast\u011bji lid\u00e9 ve v\u011bkov\u00e9 skupin\u011b mezi 16 a 26 lety.<\/li><li>22,3 % dot\u00e1zan\u00fdch uvedlo, \u017ee blok\u00e1tor reklam vyu\u017e\u00edvaj\u00ed z&nbsp;d\u016fvodu nadm\u011brn\u00e9ho mno\u017estv\u00ed reklam, 22,3 % uvedlo \u017ee blok\u00e1tor vyu\u017e\u00edv\u00e1 kv\u016fli nerelevantn\u00edmu sd\u011blen\u00ed reklam, a pro 19,9 % je hlavn\u00ed motivac\u00ed ochrana soukrom\u00ed.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/03\/Cernovsky_Adblock_2-1160x884-1.jpg\" alt=\"U\u017eivatel\u016f, kte\u0159\u00ed pravideln\u011b pou\u017e\u00edvaj\u00ed adblock, nen\u00ed mnoho v kontrastu s celkovou populac\u00ed u\u017eivatel\u016f online. Nicm\u00e9n\u011b pokud c\u00edl\u00edte na c\u00edlovou skupinu, kter\u00e1 je internetov\u011b vzd\u011blan\u00e1, pak se pravd\u011bpodobnost vyu\u017eit\u00ed adblocku zvy\u0161uje.\" class=\"wp-image-2621\"\/><figcaption>42,7 % u\u017eivatel\u016f internetu ve v\u011bku od 16 &#8211; 64 alespo\u0148 jednou za m\u011bs\u00edc vyu\u017eij\u00ed adblock<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Zdroj: <a href=\"https:\/\/backlinko.com\/ad-blockers-users#ad-blocking-stats\" target=\"_blank\" rel=\"noopener\">Ad Blockers Usage and Demographic Statistics in 2021 (backlinko.com)<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/03\/Cernovsky_Adblock_3.jpg\" alt=\"D\u016fvody, pro\u010d u\u017eivatel\u00e9 vyu\u017e\u00edvaj\u00ed adblockery jsou r\u016fzn\u00e9. D\u016fle\u017eit\u00e9 je v\u011bd\u011bt, \u017ee je ur\u010dit\u00e9 procento populace pou\u017e\u00edv\u00e1 pravideln\u011b, a \u017ee existuj\u00ed r\u016fzn\u00e9 druhy marketingu, kter\u00fdch se to zas a\u017e tolik net\u00fdk\u00e1 - obsahov\u00fd marketing, inbound marketing, SEO marketing.\" class=\"wp-image-2622\"\/><figcaption>D\u016fvody, pro\u010d lid\u00e9 vyu\u017e\u00edvaj\u00ed adblockery jsou r\u016fzn\u00e9, nicm\u00e9n\u011b i s t\u00edm se d\u00e1 pracovat pomoc\u00ed inbound marketingu<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Zdroj: <a href=\"https:\/\/backlinko.com\/ad-blockers-users#ad-blocking-stats\" target=\"_blank\" rel=\"noopener\">Ad Blockers Usage and Demographic Statistics in 2021 (backlinko.com)<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Adblock, komplikace pro market\u00e9ry<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Zat\u00edm co benefity, plynouc\u00ed z&nbsp;u\u017e\u00edv\u00e1n\u00ed blok\u00e1tor\u016f u\u017eivatel\u016fm, jsou v\u00edce ne\u017e jasn\u00e9, market\u00e9\u0159i p\u0159\u00edli\u0161 nej\u00e1saj\u00ed. Blok\u00e1tory mohou nehezky <strong>zato\u010dit s&nbsp;jejich analytikou<\/strong>, <strong>nep\u0159\u00edzniv\u011b ovlivnit po\u010det konverz\u00ed<\/strong> i <strong>sn\u00ed\u017eit kvalitu u\u017eivatelsk\u00e9 zku\u0161enosti<\/strong> p\u0159i n\u00e1v\u0161t\u011bv\u011b webu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Blok\u00e1tory zkresluj\u00ed z\u00edskan\u00e1 data<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Vzhledem k&nbsp;tomu, \u017ee v\u011bt\u0161ina dostupn\u00fdch adblock\u016f blokuje jak reklamy, tak analytick\u00e9 skripty, m\u016f\u017ee doch\u00e1zet k&nbsp;tomu, \u017ee market\u00e9\u0159i maj\u00ed obt\u00ed\u017ee se sb\u011brem dat, kter\u00e9 jim poskytuj\u00ed d\u016fle\u017eit\u00e9 informace o chov\u00e1n\u00ed n\u00e1v\u0161t\u011bvn\u00edk\u016f str\u00e1nek. N\u00e1v\u0161t\u011bvn\u00edci s&nbsp;nainstalovan\u00fdm adblockem se st\u00e1vaj\u00ed pro tyto statistiky neviditeln\u00ed. D\u00edky tomu market\u00e9\u0159i p\u0159ich\u00e1z\u00ed o d\u016fle\u017eit\u00e1 data, jako jsou nap\u0159\u00edklad po\u010dty zobrazen\u00ed str\u00e1nek nebo zdroje n\u00e1v\u0161t\u011bvnosti. T ose m\u016f\u017ee t\u00fdkat jak <a href=\"https:\/\/www.cernovsky.cz\/marketing\/facebook-reklama-jak-na-ni\/\">reklamy na Facebooku<\/a>, <a href=\"https:\/\/www.cernovsky.cz\/marketing\/linkedin-socialni-sit\/\">reklamy na LinkedInu<\/a>, <a href=\"https:\/\/www.cernovsky.cz\/marketing\/tiktok-reklama\/\">reklamy na TikToku<\/a>, <a href=\"https:\/\/www.cernovsky.cz\/marketing\/reklama-na-twitteru\/\">reklamy na Twitteru<\/a> a nebo <a href=\"https:\/\/www.cernovsky.cz\/marketing\/reklama-v-google-ads-reklama-na-facebooku\/\">reklamy v PPC syst\u00e9mech jako je Google Ads nebo Sklik<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Adblocky mohou sn\u00ed\u017eit kvalitu u\u017eivatelsk\u00e9 zku\u0161enosti<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Jak bylo ji\u017e uvedeno, n\u011bkter\u00e9 blok\u00e1tory eliminovanou reklamu ni\u010d\u00edm nenahrazuj\u00ed a zanechaj\u00ed po sob\u011b pouze pr\u00e1zdn\u00fd prostor nebo nefunk\u010dn\u00ed odkaz. To m\u016f\u017ee v\u00e9st k&nbsp;tomu, \u017ee bude naru\u0161en vizu\u00e1ln\u00ed efekt str\u00e1nky. D\u00edky chyb\u011bj\u00edc\u00edmu obsahu mohou str\u00e1nky p\u016fsobit <strong>nefunk\u010dn\u011b<\/strong>, <strong>zastarale<\/strong> nebo <strong>nedokon\u010den\u011b<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00ed\u017ee m\u016f\u017eete vid\u011bt, jak se zobrazuje reklama u\u017eivateli s&nbsp;nainstalovan\u00fdm blok\u00e1torem v&nbsp;porovn\u00e1n\u00ed s&nbsp;t\u00edm, co se zobrazuje u\u017eivateli bez blok\u00e1toru:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Vyzrajte na Adblocky<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Realita je bohu\u017eel takov\u00e1, \u017ee \u017eijeme ve sv\u011bt\u011b, kde maj\u00ed u\u017eivatel\u00e9 internetu k&nbsp;blok\u00e1tor\u016fm reklam snadn\u00fd p\u0159\u00edstup a r\u00e1di je vyu\u017e\u00edvaj\u00ed. I kdy\u017e se jist\u011b bude zp\u016fsob blokov\u00e1n\u00ed reklam do budoucna m\u011bnit, zcela ji\u017e z\u0159ejm\u011b nikdy nezmiz\u00ed. Market\u00e9r\u016fm tedy zb\u00fdv\u00e1 jedin\u00e9 \u2013 nau\u010dit se s&nbsp;t\u00edmto faktem zach\u00e1zet, p\u0159ehodnotit sv\u016fj p\u0159\u00edstup k&nbsp;marketingu a b\u00fdt chyt\u0159ej\u0161\u00ed ne\u017e adblocky:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Vyhodno\u0165te, jak efektivn\u00ed jsou va\u0161e reklamy v\u016f\u010di c\u00edlov\u00e9mu publiku<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud investujete do on-line reklamy, je dobr\u00e9 se zamyslet a posoudit, nakolik jsou efektivn\u00ed a co v\u00e1m p\u0159in\u00e1\u0161\u00ed. Pokud vynakl\u00e1d\u00e1te nemal\u00e9 prost\u0159edky na on-line kampan\u011b, kter\u00e9 zat\u00edm nep\u0159in\u00e1\u0161\u00ed po\u017eadovan\u00e9 v\u00fdsledky, pak v\u011b\u0159te, \u017ee blok\u00e1tory reklam tento fakt je\u0161t\u011b zhor\u0161\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tak\u00e9 je mo\u017en\u00e9, \u017ee si starosti ohledn\u011b blok\u00e1tor\u016f d\u011bl\u00e1te zbyte\u010dn\u011b. Polo\u017ete si ot\u00e1zku, kdo je vlastn\u011b va\u0161e c\u00edlov\u00e1 skupina. V&nbsp;p\u0159\u00edpad\u011b, \u017ee typick\u00fd z\u00e1stupce va\u0161\u00ed c\u00edlovky nen\u00ed p\u0159\u00edli\u0161 technicky a IT zdatn\u00fd, je velk\u00e1 pravd\u011bpodobnost, \u017ee blok\u00e1tory reklam nevyu\u017e\u00edv\u00e1 a pravd\u011bpodobn\u011b se jejich velk\u00e9ho dopadu nemus\u00edte ob\u00e1vat. V&nbsp;p\u0159\u00edpad\u011b nadpr\u016fm\u011brn\u011b technicky zdatn\u00e9 c\u00edlovky jsou naopak obavy z&nbsp;blok\u00e1tor\u016f zcela na m\u00edst\u011b. T\u0159eba pokud c\u00edl\u00edte na IT specialisty nebo mlad\u00e9 internetov\u00e9 publikum.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dal\u0161\u00edm krokem by m\u011blo b\u00fdt pozastaven\u00ed nad t\u00edm, jak z\u00e1kazn\u00edci va\u0161i reklamu skute\u010dn\u011b vn\u00edmaj\u00ed. P\u0159ipad\u00e1 jim relevantn\u00ed, u\u017eite\u010dn\u00e1 nebo zaj\u00edmav\u00e1? Pokud ano, je to pro v\u00e1s skute\u010dn\u011b dobr\u00e1 zpr\u00e1va. Pokud ne, mus\u00edte zm\u011bnit strategii.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Velk\u00e9 s\u00edt\u011b, jako nap\u0159\u00edklad Facebook, Twitter nebo Google nab\u00edz\u00ed z\u00e1kazn\u00edk\u016fm mo\u017enost poskytnout zp\u011btnou vazbu ohledn\u011b reklamy (relevantn\u00ed\/nerelevantn\u00ed atd.) nebo si zvolit po\u017eadavek nezobrazov\u00e1n\u00ed konkr\u00e9tn\u00ed reklamy. Pokud je va\u0161e negativn\u00ed zp\u011btn\u00e1 vazba vysok\u00e1, znamen\u00e1 to, \u017ee lid\u00e9 va\u0161i reklamu r\u00e1di skute\u010dn\u011b nemaj\u00ed a je na \u010dase zamyslet se nad zm\u011bnou.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u016fle\u017eitost pr\u00e1ce s&nbsp;c\u00edlovou skupinou a relevantnosti reklamy zd\u016fraz\u0148uje i Craig Greiwe, z&nbsp;p\u0159edn\u00ed sv\u011btov\u00e9 on-line agentury <a href=\"http:\/\/www.rogersandcowan.com\/\" target=\"_blank\" rel=\"noopener\">Rogers &amp; Cowan<\/a>: <em>\u201cNejhor\u0161\u00ed ze v\u0161eho je, pokud display reklama zobraz\u00ed u\u017eivateli n\u011bco, co zrovna v\u016fbec nehled\u00e1. Zam\u011b\u0159te se tedy na va\u0161eho u\u017eivatele a oslovte jej se sd\u011blen\u00edm, kter\u00e9 chce, v&nbsp;dob\u011b, ve kter\u00e9 chce a v&nbsp;m\u00edst\u011b kde \u017eije.\u201c<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Zam\u011b\u0159te se na viditelnost<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Zam\u011b\u0159te se na ot\u00e1zku, do jak\u00e9 m\u00edry je va\u0161e reklama skute\u010dn\u011b v&nbsp;r\u00e1mci internetu viditeln\u00e1. V&nbsp;prost\u0159ed\u00ed internetov\u00e9 reklamy \u010dasto doch\u00e1z\u00ed k&nbsp;fale\u0161n\u00fdm zhl\u00e9dnut\u00edm. Dle pr\u016fzkumu proveden\u00e9ho <a href=\"https:\/\/www.wsj.com\/articles\/advertisers-pay-billions-for-bogus-web-traffic-1418101353\" target=\"_blank\" rel=\"noopener\">ANA<\/a> je a\u017e 11 % zhl\u00e9dnut\u00ed v\u0161ech display reklam a 23 % video reklam tvo\u0159eno roboty, kte\u0159\u00ed vytv\u00e1\u0159\u00ed fale\u0161n\u00e9 imprese a prokliky. <a href=\"https:\/\/www.cernovsky.cz\/marketing\/top-10-socialni-site\/\">V\u00fdhodou soci\u00e1ln\u00edch s\u00edt\u00ed je<\/a>, \u017ee na nich se tyto neplechy ned\u011bj\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Spole\u010dn\u011b s&nbsp;p\u016fsoben\u00edm blok\u00e1tor\u016f reklam m\u016f\u017ee tento fakt zp\u016fsobovat v\u00fdrazn\u00e9 odchylky od reality.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud inzerujete na Google, jejich n\u00e1stroje v\u00e1m pomohou zjistit, kolik reklam bylo skute\u010dn\u011b zhl\u00e9dnuto lidmi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud se jako market\u00e9r zam\u011b\u0159\u00edte na tento fakt a budete hl\u00eddat skute\u010dnou viditelnost a zobrazov\u00e1n\u00ed reklam, m\u016f\u017eete d\u00edky tomu do jist\u00e9 m\u00edry korigovat odchylku, kter\u00e1 vznik\u00e1 p\u016fsoben\u00edm adblock\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Volte s\u00edt\u011b, kter\u00e9 jsou v\u00edce \u201einbound\u201c<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Inbound marketing se na rozd\u00edl od toho klasick\u00e9ho v\u00edce orientuje na vysv\u011btlen\u00ed <strong>p\u0159\u00ednosu produktu<\/strong>, db\u00e1 na <strong>oboustrannou komunikaci<\/strong> a sna\u017e\u00ed se z\u00e1kazn\u00edka <strong>vzd\u011bl\u00e1vat<\/strong>, <strong>bavit<\/strong> a <strong>zapojovat<\/strong>. Reklama je v\u00edce <strong>nativn\u00ed<\/strong> a zapadne do <strong>kontextu<\/strong> okoln\u00edho obsahu. <a href=\"https:\/\/www.cernovsky.cz\/marketing\/obsahovy-marketing\/\">Zkuste t\u0159eba obsahov\u00fd marketing<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nativn\u00ed reklama nen\u00ed blok\u00e1tory tolik zas\u00e1hnut\u00e1, jako jin\u00e9 form\u00e1ty reklam. N\u011bkter\u00e9 adblocky se zam\u011b\u0159uj\u00ed i na ni, ale nen\u00ed to tak \u010dast\u00e9 jako u b\u011b\u017en\u00e9 display reklamy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nap\u0159\u00edklad <a href=\"https:\/\/www.cernovsky.cz\/marketing\/facebook-reklama-jak-na-ni\/\">Facebook sm\u011b\u0159uje reklamu tak<\/a>, aby byla pro u\u017eivatele co nejp\u0159ijateln\u011bj\u0161\u00ed a podpo\u0159ila jeho u\u017eivatelskou zku\u0161enost. Skv\u011bl\u00fdm p\u0159\u00edkladem jsou nap\u0159\u00edklad News Feedy, kter\u00e9 poskytuj\u00ed u\u017eivatel\u016fm \u010d\u00edm d\u00e1l vy\u0161\u0161\u00ed kontrolu nad t\u00edm, kterou reklamu cht\u011bj\u00ed ve sv\u00e9m feedu v\u00eddat. To d\u00e1v\u00e1 market\u00e9r\u016fm p\u0159\u00edstup k&nbsp;<a href=\"https:\/\/www.cernovsky.cz\/marketing\/reklamni-formaty-na-facebooku\/\">nov\u00fdm form\u00e1t\u016fm reklam<\/a>, kter\u00e9 nep\u016fsob\u00ed na prvn\u00ed pohled jako reklama.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Podobnou cestou <a href=\"https:\/\/www.cernovsky.cz\/marketing\/linkedin-reklama-moznosti-cileni\/\">se ub\u00edr\u00e1 i LinkedIn reklama<\/a>. Jejich sponzorovan\u00e9 updaty umo\u017e\u0148uj\u00ed u\u017eivatel\u016fm zas\u00e1hnout \u0161ir\u0161\u00ed publikum, ale tak\u00e9 promovat obsah, kter\u00fd je pro dan\u00e9 publikum <strong>relevantn\u00ed<\/strong>, <strong>u\u017eite\u010dn\u00fd<\/strong> a <strong>zaj\u00edmav\u00fd<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159\u00ednos inbound marketingu a native form\u00e1t\u016f vyzdvihuj\u00ed i p\u0159edn\u00ed specialist\u00e9 z&nbsp;oblasti on-line marketingu: <em>\u201eAdblocky z\u00edsk\u00e1vaj\u00ed na popularit\u011b, to znamen\u00e1, \u017ee inzerenti mus\u00ed zm\u011bnit jejich sd\u011blen\u00ed a strategii jeho doru\u010dov\u00e1n\u00ed k&nbsp;u\u017eivateli tak, aby do\u0161lo ke&nbsp;zkvalitn\u011bn\u00ed u\u017eivatelsk\u00e9 zku\u0161enosti. Vyu\u017eijte mo\u017enosti sponzorovan\u00fdch post\u016f a content marketingu v&nbsp;r\u00e1mci native reklamn\u00edch form\u00e1t\u016f. Zejm\u00e9na pokud c\u00edl\u00edte, na mlad\u0161\u00ed generaci, p\u0159inese to po\u017eadovan\u00e9 v\u00fdsledky.\u201c<\/em> uv\u00e1d\u00ed <a href=\"https:\/\/lseo.com\/\" target=\"_blank\" rel=\"noopener\">Kristopher Jones z&nbsp;agentury LSEO.com<\/a>.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4. Soust\u0159e\u010fte se na jin\u00e9 reklamn\u00ed form\u00e1ty<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">B\u00fdt z\u00e1visl\u00fd \u010dist\u011b na reklam\u011b, nen\u00ed z&nbsp;dlouhodob\u00e9ho hlediska p\u0159\u00edli\u0161 udr\u017eiteln\u00e1 cesta. Ale nyn\u00ed, d\u00edky rostouc\u00ed oblib\u011b blok\u00e1tor\u016f reklam, se riziko s\u00e1zky na jednu kartu je\u0161t\u011b zvy\u0161uje. Zkuste do sv\u00e9 strategie zapojit inbound marketing, <a href=\"https:\/\/www.cernovsky.cz\/marketing\/jak-na-seo\/\">SEO marketing<\/a>, nebo obecn\u011b zv\u00fd\u0161it pod\u00edl <a href=\"https:\/\/www.cernovsky.cz\/marketing\/obsahovy-marketing\/\">obsahov\u00e9ho marketingu<\/a> na va\u0161\u00ed <a href=\"https:\/\/www.cernovsky.cz\/marketing\/marketingovy-trychtyr\/\">celkov\u00e9 marketingov\u00e9 strategii<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zvy\u0161ujte n\u00e1v\u0161t\u011bvnost na sv\u00e9m webu organicky &#8211; <a href=\"https:\/\/www.cernovsky.cz\/marketing\/jak-na-seo\/\">skrze ji\u017e zm\u00edn\u011bn\u00e9 SEO<\/a>. M\u00edsto spol\u00e9h\u00e1n\u00ed na referen\u010dn\u00ed zdroje <strong>tvo\u0159te obsah na sv\u00fdch str\u00e1nk\u00e1ch<\/strong>. Pi\u0161te <strong>blog<\/strong> nebo publikujte <strong>\u010dl\u00e1nky<\/strong>. Ka\u017ed\u00fd nov\u00fd \u010dl\u00e1nek blogu p\u0159edstavuje novou indexovanou str\u00e1nku a ka\u017ed\u00e1 nov\u00e1 indexovan\u00e1 str\u00e1nka p\u0159edstavuje p\u0159\u00edle\u017eitost pro <strong>lep\u0161\u00ed um\u00edst\u011bn\u00ed v&nbsp;r\u00e1mci vyhled\u00e1va\u010d\u016f<\/strong> a t\u00edm p\u00e1dem i z\u00edsk\u00e1n\u00ed organick\u00fdch n\u00e1v\u0161t\u011bv va\u0161ich str\u00e1nek.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Pracujte se skute\u010dn\u011b relevantn\u00edmi kl\u00ed\u010dov\u00fdmi slovy<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159i propagaci bu\u010fte d\u016fsledn\u00ed p\u0159i v\u00fdb\u011bru <strong>kl\u00ed\u010dov\u00fdch slov<\/strong>. Kl\u00ed\u010dov\u00e1 slova by m\u011bla b\u00fdt skute\u010dn\u011b <strong>relevantn\u00ed<\/strong> a <strong>reflektovat produkt<\/strong> nebo <strong>slu\u017ebu<\/strong>, kterou nab\u00edz\u00edte. D\u00edky tomu zv\u00fd\u0161\u00edte \u0161anci doru\u010dov\u00e1n\u00ed reklamy skute\u010dn\u011b relevantn\u00edmu publiku, kter\u00e9 va\u0161e produkty a slu\u017eby zaj\u00edmaj\u00ed a sn\u00ed\u017e\u00edte \u0161anci negativn\u00ed zp\u011btn\u00e9 vazby.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Zjist\u011bte, jak adblocky funguj\u00ed<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">V\u011bnujte \u010das porozum\u011bn\u00ed technick\u00e9 str\u00e1nce toho, jak blokery funguj\u00ed a sna\u017ete se objevit mo\u017enosti, jak jimi proniknout. Ve\u010fte diskuzi s&nbsp;port\u00e1ly, na kter\u00fdch inzerujete, a sna\u017ete se spole\u010dn\u011b nach\u00e1zet form\u00e1ty odoln\u00e9 v\u016f\u010di adblock\u016fm.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tak\u00e9 si nastudujte pravidla hlavn\u00edch n\u00e1stroj\u016f pro blokov\u00e1n\u00ed reklam a p\u0159i vytv\u00e1\u0159en\u00ed va\u0161eho reklamn\u00edho obsahu je striktn\u011b dodr\u017eujte. U\u017eite\u010dn\u00e9 je zn\u00e1t <a href=\"https:\/\/www.betterads.org\/standards\/\" target=\"_blank\" rel=\"noopener\">standardy pro lep\u0161\u00ed reklamu<\/a>, kter\u00e9 jsou vytvo\u0159eny <a href=\"https:\/\/www.betterads.org\/about\/\" target=\"_blank\" rel=\"noopener\">Koalic\u00ed pro lep\u0161\u00ed reklamu<\/a>. \u0158\u00edd\u00ed se jimi v\u011bt\u0161ina <strong>kl\u00ed\u010dov\u00fdch provozovatel\u016f web\u016f<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Kontroverze v&nbsp;oblasti adblock\u016f<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Velice zaj\u00edmav\u00fdm t\u00e9matem souvisej\u00edc\u00edm s&nbsp;adblocky, je kontroverze, kter\u00e1 vznik\u00e1 mezi adblocky a provozovateli web\u016f profituj\u00edc\u00edch z&nbsp;inzerce. Hovo\u0159\u00edme-li zejm\u00e9na o nejsiln\u011bj\u0161\u00edch hr\u00e1\u010d\u00edch na trhu, jak\u00fdm je nap\u0159\u00edklad Google, a\u010dkoliv je pro n\u011b zisk z&nbsp;on-line reklam st\u011b\u017eejn\u00ed a adblocky p\u0159edstavuj\u00ed p\u0159ek\u00e1\u017eku, reflektuj\u00ed popt\u00e1vku u\u017eivatel\u016f a <strong>sami \u010dasto p\u0159ich\u00e1z\u00ed s&nbsp;vlastn\u00edm adblock \u0159e\u0161en\u00edm<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u00edky tomu m\u00e1 provozovatel nad zobrazov\u00e1n\u00edm\/nezobrazov\u00e1n\u00edm reklam v\u011bt\u0161\u00ed kontrolu, co\u017e vede ke zkvalitn\u011bn\u00ed u\u017eivatelsk\u00e9 zku\u0161enosti. Zobrazov\u00e1ny jsou reklamy, kter\u00e9 jsou relevantn\u00ed a faktor \u201eobt\u011b\u017eov\u00e1n\u00ed\u201c u\u017eivatele se sn\u00ed\u017e\u00ed na minimum.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V&nbsp;praxi tak u\u010dinil pr\u00e1v\u011b t\u0159eba zm\u00edn\u011bn\u00fd Google. Do sv\u00e9ho prohl\u00ed\u017ee\u010de Chrome <strong>integroval ochrann\u00e9 prvky souvisej\u00edc\u00ed s&nbsp;reklamou<\/strong>. Ty n\u00e1sledn\u011b blokuj\u00ed reklamn\u00ed sd\u011blen\u00ed, kter\u00e1 nejsou v&nbsp;souladu se <a href=\"https:\/\/www.betterads.org\/standards\/\" target=\"_blank\" rel=\"noopener\">standardy pro lep\u0161\u00ed reklamu.<\/a>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Budoucnost adblock\u016f<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V&nbsp;sou\u010dasn\u00e9 dob\u011b jsou adblocky na <strong>sv\u00e9m vrcholu<\/strong>. Do budoucna se o\u010dek\u00e1v\u00e1 \u017ee jejich obliba mezi u\u017eivateli bude sp\u00ed\u0161e klesat a u\u017eivatel\u00e9 za\u010dnou vyhled\u00e1vat \u0159e\u0161en\u00ed, kter\u00e1 jsou k&nbsp;zobrazov\u00e1n\u00ed reklam pon\u011bkud p\u0159\u00edzniv\u011bj\u0161\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To je samoz\u0159ejm\u011b pro v\u0161echny inzerenty a market\u00e9ry <strong>dobr\u00e1 zpr\u00e1va<\/strong>. Jedn\u00e1 se v\u0161ak o b\u011bh na dlouhou tra\u0165, kter\u00e9mu v&nbsp;cest\u011b stoj\u00ed jak mnoho etick\u00fdch ot\u00e1zek, tak z\u00e1jmy provozovatel\u016f jednotliv\u00fdch s\u00edt\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Denn\u011b sd\u00edl\u00edm hodnotn\u00e9 tipy na sv\u016fj <a href=\"https:\/\/www.linkedin.com\/in\/cernovsky\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a> profil. Na <a href=\"https:\/\/www.instagram.com\/cernovskycz\/\" target=\"_blank\" rel=\"noopener\">Instagramu<\/a> najdete i st\u0159\u00edpky z m\u00e9ho osobn\u00edho \u017eivota, tak kdyby se v\u00e1m st\u00fdskalo, m\u016f\u017eete mrknout i tam.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u011bjte se adblockov\u011b (nebo mo\u017en\u00e1 ne-adblockov\u011b)!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jo a pokud nev\u00edte, kdo jsem, v\u00edce se dozv\u00edte na str\u00e1nce <a href=\"https:\/\/www.cernovsky.cz\/muj-pribeh\/\">M\u016fj p\u0159\u00edb\u011bh<\/a>, m\u00e9 hodnoty naleznete na str\u00e1nce <a href=\"https:\/\/www.cernovsky.cz\/me-hodnoty\/\">M\u00e9 hodnoty<\/a> a m\u00e9 slu\u017eby najdete <a href=\"https:\/\/www.cernovsky.cz\/sluzby\/\">zde<\/a>. Tak zase n\u011bkdy p\u0159\u00ed\u0161t\u011b!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Zdroje<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/backlinko.com\/ad-blockers-users\" target=\"_blank\" rel=\"noopener\">Ad Blockers Usage and Demographic Statistics in 2021 (backlinko.com)<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/blog.aira.cz\/adblock-vzrustajici-fenomen-digitalniho-stoleti-proc-tomu-tak-je\" target=\"_blank\" rel=\"noopener\">AdBlock: Vzr\u016fstaj\u00edc\u00ed fenom\u00e9n digit\u00e1ln\u00edho stolet\u00ed | Aira blog<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/blog.hubspot.com\/marketing\/how-ad-blocking-works\" target=\"_blank\" rel=\"noopener\">How Ad Blocking Works: Everything You Need to Know (hubspot.com)<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/cs.wikipedia.org\/wiki\/Inbound_marketing\" target=\"_blank\" rel=\"noopener\">Inbound marketing \u2013 Wikipedie (wikipedia.org)<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2018\/06\/22\/14-effective-strategies-to-overcome-ad-blocking\/?sh=32e74c90175d\" target=\"_blank\" rel=\"noopener\">14 Effective Strategies To Overcome Ad Blocking (forbes.com)<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Adblocky neboli blok\u00e1tory reklam p\u0159in\u00e1\u0161\u00ed dva \u00fahly pohledu. Na jedn\u00e9 stran\u011b p\u0159in\u00e1\u0161\u00ed u\u017eivatel\u016fm internetu komfort v&nbsp;podob\u011b obsahu bez zbyte\u010dn\u00fdch reklam, na stran\u011b druh\u00e9 p\u0159edstavuj\u00ed komplikaci pro market\u00e9ry, inzerenty a weby, pro kter\u00e9 reklama mnohdy p\u0159edstavuje z\u00e1sadn\u00ed \u010d\u00e1st p\u0159\u00edjm\u016f. Jak to tedy s&nbsp;adblocky ve skute\u010dnosti je? M\u00e1me se jich z&nbsp;pohledu market\u00e9ra \u010di inzerenta ob\u00e1vat? Na to, [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5088,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"rank_math_focus_keyword":"adblock","footnotes":""},"categories":[9],"tags":[64,37,7],"class_list":["post-2618","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-adblock","tag-marketing","tag-reklama"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/2618","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/comments?post=2618"}],"version-history":[{"count":2,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/2618\/revisions"}],"predecessor-version":[{"id":5602,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/2618\/revisions\/5602"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media\/5088"}],"wp:attachment":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media?parent=2618"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/categories?post=2618"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/tags?post=2618"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}