{"id":1681,"date":"2023-07-10T13:43:16","date_gmt":"2023-07-10T13:43:16","guid":{"rendered":"https:\/\/www.czechbankingnews.cz\/?p=1681"},"modified":"2023-07-11T14:44:18","modified_gmt":"2023-07-11T14:44:18","slug":"kb-zacala-merit-uhlikovou-stopu-svych-reklamnich-kampani","status":"publish","type":"post","link":"https:\/\/www.czechbankingnews.cz\/?p=1681","title":{"rendered":"KB m\u011b\u0159\u00ed uhl\u00edkovou stopu sv\u00fdch kampan\u00ed"},"content":{"rendered":"<p><strong>KB za\u010dala m\u011b\u0159it uhl\u00edkovou stopu sv\u00fdch kampan\u00ed. Loni \u010dinila 637 100 kilogram\u016f ekvivalentu CO<sub>2, <\/sub>co\u017e odpov\u00edd\u00e1 tak zhruba dv\u011bma t\u0159etin\u00e1m uhl\u00edkov\u00e9 stopy vznikaj\u00edc\u00ed v souvislosti s p\u0159epravou zam\u011bstnanc\u016f KB do pr\u00e1ce, nebo dvojn\u00e1sobku emis\u00ed z \u017eivotn\u00edho cyklu firemn\u00edch automobil\u016f.<\/strong><!--more--><\/p>\n<p>Uk\u00e1zala to anal\u00fdza historicky prvn\u00edch dat sv\u00e9ho druhu z\u00edskan\u00e1 ve spolupr\u00e1ci s agenturou PHD z komunika\u010dn\u00edho koncernu Omnicom Media Group (OMG), je\u017e pro KB zaji\u0161\u0165uje medi\u00e1ln\u00ed a marketingov\u00e9 slu\u017eby.<\/p>\n<p><em>\u201e\u0158ada \u010desk\u00fdch i zahrani\u010dn\u00edch spole\u010dnost\u00ed si t\u00e9ma udr\u017eitelnosti teprve osah\u00e1v\u00e1 a za\u010d\u00edn\u00e1 zji\u0161\u0165ovat dopady sv\u00e9ho vlastn\u00edho podnik\u00e1n\u00ed, jin\u00ed ji\u017e maj\u00ed sv\u00e9 dekarboniza\u010dn\u00ed pl\u00e1ny stanoven\u00e9 a prob\u00edh\u00e1 jejich implementace. To je tak\u00e9 moment, kdy s\u00edla dodavatelsk\u00fdch \u0159et\u011bzc\u016f za\u010d\u00edn\u00e1 m\u00edt hmatateln\u00fd dopad. To je i n\u00e1\u0161 logick\u00fd dal\u0161\u00ed krok, kdy m\u011b\u0159\u00edme a zji\u0161\u0165ujeme uhl\u00edkovou stopu na\u0161ich dodavatel\u016f a v\u00a0tomto p\u0159\u00edpad\u011b jsme jako prvn\u00ed v\u00a0\u010cesk\u00e9 republice zm\u011b\u0159ili i uhl\u00edkovou stopu na\u0161ich m\u00e9di\u00ed,\u201c<\/em> \u0159\u00edk\u00e1 Hana Kov\u00e1\u0159ov\u00e1, v\u00fdkonn\u00e1 \u0159editelka, Brand Strategy and Communication Komer\u010dn\u00ed banky.<\/p>\n<p>P\u0159esto\u017ee se reklamn\u00ed kampan\u011b na celkov\u00e9 vlastn\u00ed uhl\u00edkov\u00e9 stop\u011b Komer\u010dn\u00ed banky nepod\u00edl\u00ed z\u00e1sadn\u00edm zp\u016fsobem, sni\u017eov\u00e1n\u00ed uhl\u00edkov\u00e9 stopy je pro KB kl\u00ed\u010dov\u00fdm t\u00e9matem dlouhodob\u011b. Mezi jej\u00ed hlavn\u00ed c\u00edle v\u00a0t\u00e9to oblasti pat\u0159\u00ed sm\u011b\u0159ov\u00e1n\u00ed k vlastn\u00ed uhl\u00edkov\u00e9 neutralit\u011b (Scope 1 a 2) do konce roku 2026, co\u017e banku \u0159ad\u00ed mezi tuzemsk\u00e9 l\u00eddry, kte\u0159\u00ed si uv\u011bdomuj\u00ed nal\u00e9havost sou\u010dasn\u00e9 klimatick\u00e9 krize. V\u00fdpo\u010det uhl\u00edkov\u00e9 stopy reklamn\u00edch kampan\u00ed prozat\u00edm nen\u00ed sou\u010d\u00e1st\u00ed celkov\u00e9 uhl\u00edkov\u00e9 stopy KB, ale po\u010d\u00edt\u00e1 se s\u00a0jeho zahrnut\u00edm v\u00a0p\u0159\u00ed\u0161t\u00edm roce.<\/p>\n<p>M\u011b\u0159en\u00ed uhl\u00edkov\u00e9 stopy i v\u00a0reklamn\u00edch kampan\u00edch nov\u011b umo\u017e\u0148uje unik\u00e1tn\u00ed n\u00e1stroj <strong>OMG Momentum Calculator<\/strong>. Ten dok\u00e1\u017ee zachytit uhl\u00edkovou n\u00e1ro\u010dnost reklamn\u00edch kampan\u00ed nap\u0159\u00ed\u010d jednotliv\u00fdmi mediatypy i reklamn\u00edmi form\u00e1ty \u2013 zohled\u0148uje nejen emise vznikaj\u00edc\u00ed na za\u010d\u00e1tku hodnotov\u00e9ho \u0159et\u011bzce p\u0159i v\u00fdrob\u011b, ale tak\u00e9 p\u0159i jej\u00edm p\u0159enosu a n\u00e1sledn\u00e9m zobrazov\u00e1n\u00ed p\u0159\u00edjemc\u016fm. <em>\u201eProto\u017ee jsou \u010desk\u00e9 medi\u00e1ln\u00ed domy v\u00a0oblasti udr\u017eitelnosti bohu\u017eel st\u00e1le teprve na za\u010d\u00e1tku a dosud nemaj\u00ed k\u00a0dispozici data o vlastn\u00ed uhl\u00edkov\u00e9 stop\u011b, museli jsme pracovat s\u00a0obdobn\u00fdmi \u00fadaji z\u00a0N\u011bmecka. N\u00e1sledn\u011b jsme je p\u0159epo\u010d\u00edtali dle \u010desk\u00fdch re\u00e1li\u00ed, nap\u0159\u00edklad s\u00a0p\u0159ihl\u00e9dnut\u00edm k\u00a0tuzemsk\u00e9mu energetick\u00e9mu mixu,\u201c<\/em> \u0159\u00edk\u00e1 Lud\u011bk Hato\u0148, Chief Client Officer Omnicom Media Group. Anal\u00fdza podle OMG nicm\u00e9n\u011b nezahrnuje m\u00e9dia, je\u017e o kampan\u00edch neposkytuj\u00ed pot\u0159ebn\u00e1 data, jako jsou nap\u0159\u00edklad tzv. walled gardens (typicky Google, Facebook) \u010di form\u00e1ty, je\u017e se nakupuj\u00ed v\u00a0aukc\u00edch, nap\u0159\u00edklad programatick\u00e1 reklama.<\/p>\n<p>Krom\u011b uhl\u00edkov\u00e9 stopy jednotliv\u00fdch reklamn\u00edch kampan\u00ed KB v\u00a0roce 2022 m\u011b\u0159en\u00ed uk\u00e1zalo tak\u00e9 to, \u017ee z\u00a0mediatyp\u016f je v\u00a0absolutn\u00edm vyj\u00e1d\u0159en\u00ed emisn\u011b nejn\u00e1ro\u010dn\u011bj\u0161\u00ed televize. P\u0159ipadaj\u00ed na ni dv\u011b t\u0159etiny celkov\u00e9 uhl\u00edkov\u00e9 stopy reklamn\u00edch kampan\u00ed KB. \u201e<em>Je to d\u00e1no jak energetickou n\u00e1ro\u010dnost\u00ed v\u00fdroby, p\u0159enosu vys\u00edl\u00e1n\u00ed televizn\u00edho programu, tak i spot\u0159ebou p\u0159ij\u00edma\u010d\u016f v\u00a0dom\u00e1cnostech, proto\u017ee sledovanost televize je st\u00e1le v\u00fdznamn\u00e1<\/em>,\u201c vysv\u011btluje Marek V\u00e1cha, Sustainability Specialist z OMG. Velmi podstatn\u00e9 ale je t\u0159eba p\u0159ihl\u00e9dnout k\u00a0z\u00e1sahu, kter\u00fd jednotliv\u00e9 mediatypy maj\u00ed a pracovat se vz\u00e1jemn\u00fdm vztahem t\u011bchto prom\u011bnn\u00fdch. \u201e<em>Pr\u00e1v\u011b proto je pot\u0159eba p\u0159epo\u010d\u00edtat uhl\u00edkovou stopu reklamy na 1\u00a0000 zobrazen\u00ed, tedy ERI \u2013 Emission Reach Indicator. Jedin\u011b tak, podobn\u011b jako v\u00a0p\u0159\u00edpad\u011b zn\u00e1m\u00e9ho ukazatele Cost per Reach point, m\u016f\u017eeme mediatypy mezi sebou f\u00e9rov\u011b porovnat. D\u00edky obecn\u011b vysok\u00e9mu z\u00e1sahu televize tak nap\u0159\u00edklad m\u016f\u017ee doj\u00edt k\u00a0posunu CO2 n\u00e1ro\u010dnosti televize za ti\u0161t\u011bnou reklamu<\/em>,\u201c dopl\u0148uje Karel M\u00ed\u0161ek, Client Engagement Director z\u00a0OMG.<\/p>\n<p>Komer\u010dn\u00ed banka z\u00a0historicky\u00a0prvn\u00edho m\u011b\u0159en\u00ed uhl\u00edkov\u00e9 stopy sv\u00fdch reklamn\u00edch kampan\u00ed nyn\u00ed vyjde p\u0159i pl\u00e1novan\u00ed sv\u00e9 medi\u00e1ln\u00ed komunikace do budoucna<em>. \u201eStejn\u011b jako v\u00a0dal\u0161\u00edch oblastech budeme usilovat o to, aby uhl\u00edkov\u00e1 stopa na\u0161ich reklamn\u00edch kampan\u00ed postupn\u011b klesala. Do budoucna tedy budeme vy\u0159azovat ur\u010dit\u00e9 form\u00e1ty \u010di mediatypy, kter\u00e9 tuto klesaj\u00edc\u00ed trajektorii nebudou n\u00e1sledovat. Podporou n\u00e1m p\u0159itom bude ekonometrick\u00e9 modelov\u00e1n\u00ed, se kter\u00fdm ji\u017e roky optimalizujeme n\u00e1\u0161 medi\u00e1ln\u00ed mix, kter\u00fd roz\u0161\u00ed\u0159\u00edme o novou prom\u011bnnou \u2013 uhl\u00edkov\u00e1 stopa m\u00e9dia, a provedeme takto upravenou optimalizaci. V\u011b\u0159\u00edme, \u017ee jako l\u00eddr v\u00a0oblasti udr\u017eitelnosti i zde pro\u0161lapeme pomyslnou cestu pro dal\u0161\u00ed zadavatele,\u201c<\/em> \u0159\u00edk\u00e1 Hana Kov\u00e1\u0159ov\u00e1 z\u00a0Komer\u010dn\u00ed banky.<\/p>\n<p>Aby se toho mohlo doc\u00edlit, bude podle Karla M\u00ed\u0161ka z\u00a0OMG hlavn\u00ed v\u00fdzvou medi\u00e1ln\u00edch agentur spolu s\u00a0jednotliv\u00fdmi mediahousy a p\u0159\u00edslu\u0161n\u00fdmi asociacemi vznik oborov\u00e9 shody na jednotn\u00e9 metodologii v\u00fdpo\u010dtu uhl\u00edkov\u00e9 stopy, a to jak medi\u00e1ln\u00edho prostory, tak i klientsk\u00fdch kampan\u00ed. Jde tedy o to, zav\u00e9st na \u010desk\u00e9m trhu standardizovan\u00fd parametr jako v\u00a0p\u0159\u00edpad\u011b GRPs nebo Reachov\u00fdch parametr\u016f, na kter\u00fd jsme dlouhodob\u011b zvykl\u00ed. Pro Komer\u010dn\u00ed banku bude podle Hany Kov\u00e1\u0159ov\u00e9 v\u00a0n\u00e1sleduj\u00edc\u00edm obdob\u00ed kl\u00ed\u010dov\u00e9 z\u00edsk\u00e1n\u00ed dosud nedostupn\u00fdch dat o uhl\u00edkov\u00e9 stop\u011b jednotliv\u00fdch medi\u00e1ln\u00edch dom\u016f. Emisn\u00ed n\u00e1ro\u010dnost sv\u00fdch reklamn\u00edch kampan\u00ed se toti\u017e chyst\u00e1 vyhodnocovat pravideln\u011b ka\u017ed\u00fd rok. <em>\u201eA\u017e budou data o jednotliv\u00fdch medi\u00e1ln\u00edch domech k\u00a0dispozici, umo\u017en\u00ed n\u00e1m to je\u0161t\u011b v\u00edce zp\u0159esnit m\u011b\u0159en\u00ed a d\u00e1l s\u00a0medi\u00e1ln\u00edmi domy odpov\u011bdn\u011bji a udr\u017eiteln\u011bji spolupracovat. V\u011b\u0159\u00edm, \u017ee se tak stane co nejd\u0159\u00edve a spole\u010dn\u011b rozvineme tzv. green media offering. To znamen\u00e1 vytvo\u0159en\u00ed komunika\u010dn\u00edch form\u00e1t\u016f, kter\u00e9 budou respektovat krit\u00e9ria udr\u017eiteln\u00e9ho rozvoje,\u201c<\/em> uzav\u00edr\u00e1 Hana Kov\u00e1\u0159ov\u00e1.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"mh-excerpt\"><p>KB za\u010dala m\u011b\u0159it uhl\u00edkovou stopu sv\u00fdch kampan\u00ed. Loni \u010dinila 637 100 kilogram\u016f ekvivalentu CO2, co\u017e odpov\u00edd\u00e1 tak zhruba dv\u011bma t\u0159etin\u00e1m uhl\u00edkov\u00e9 stopy vznikaj\u00edc\u00ed v souvislosti <a class=\"mh-excerpt-more\" href=\"https:\/\/www.czechbankingnews.cz\/?p=1681\" title=\"KB m\u011b\u0159\u00ed uhl\u00edkovou stopu sv\u00fdch kampan\u00ed\">[&#8230;]<\/a><\/p>\n<\/div>","protected":false},"author":2,"featured_media":728,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-1681","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-banky"],"_links":{"self":[{"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=\/wp\/v2\/posts\/1681","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1681"}],"version-history":[{"count":2,"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=\/wp\/v2\/posts\/1681\/revisions"}],"predecessor-version":[{"id":1689,"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=\/wp\/v2\/posts\/1681\/revisions\/1689"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=\/wp\/v2\/media\/728"}],"wp:attachment":[{"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1681"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1681"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1681"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}