{"id":61270,"date":"2023-12-08T20:24:59","date_gmt":"2023-12-08T11:24:59","guid":{"rendered":"https:\/\/monolith.law\/cs\/?p=61270"},"modified":"2024-03-26T17:15:53","modified_gmt":"2024-03-26T08:15:53","slug":"explanation-of-internet-advertising-agency-contract","status":"publish","type":"post","link":"https:\/\/monolith.law\/cs\/general-corporate\/explanation-of-internet-advertising-agency-contract","title":{"rendered":"Kl\u00ed\u010dov\u00e9 body k prohl\u00e9dnut\u00ed v smlouv\u011b internetov\u00e9 reklamn\u00ed agentury"},"content":{"rendered":"\n<p>Podle v\u00fdsledk\u016f pr\u016fzkumu, kter\u00e9 spole\u010dnost Dentsu zve\u0159ejnila v \u00fanoru 2019 (rok 2019 podle gregori\u00e1nsk\u00e9ho kalend\u00e1\u0159e), tvo\u0159ily n\u00e1klady na internetovou reklamu v Japonsku v roce 2018 (rok 2018 podle gregori\u00e1nsk\u00e9ho kalend\u00e1\u0159e) 26,9 % celkov\u00fdch reklamn\u00edch v\u00fddaj\u016f, co\u017e p\u0159edstavuje 1,7589 bilionu jen\u016f. Z pohledu inzerent\u016f je internetov\u00e1 reklama atraktivn\u00ed nejen kv\u016fli n\u00edzk\u00fdm n\u00e1klad\u016fm na zah\u00e1jen\u00ed, ale tak\u00e9 proto, \u017ee umo\u017e\u0148uje efektivn\u00ed \u0159\u00edzen\u00ed reklamy zam\u011b\u0159en\u00e9 na konkr\u00e9tn\u00ed c\u00edlovou skupinu. Po\u010det inzerent\u016f vyu\u017e\u00edvaj\u00edc\u00edch tuto formu reklamy se ka\u017edoro\u010dn\u011b zvy\u0161uje.<\/p>\n\n\n\n<p>Nyn\u00ed se pod\u00edv\u00e1me na kl\u00ed\u010dov\u00e9 body smlouvy, kterou uzav\u00edr\u00e1 internetov\u00e1 reklamn\u00ed agentura s inzerentem.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_53 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/explanation-of-internet-advertising-agency-contract\/#Vysvetleni_o_internetovych_reklamnich_agenturach\" title=\"Vysv\u011btlen\u00ed o internetov\u00fdch reklamn\u00edch agentur\u00e1ch\">Vysv\u011btlen\u00ed o internetov\u00fdch reklamn\u00edch agentur\u00e1ch<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/explanation-of-internet-advertising-agency-contract\/#Co_je_internetova_reklama\" title=\"Co je internetov\u00e1 reklama\">Co je internetov\u00e1 reklama<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/explanation-of-internet-advertising-agency-contract\/#Role_internetovych_reklamnich_agentur\" title=\"Role internetov\u00fdch reklamn\u00edch agentur\">Role internetov\u00fdch reklamn\u00edch agentur<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/explanation-of-internet-advertising-agency-contract\/#Dulezite_body_v_smlouve_s_internetovou_reklamni_agenturou\" title=\"D\u016fle\u017eit\u00e9 body v smlouv\u011b s internetovou reklamn\u00ed agenturou\">D\u016fle\u017eit\u00e9 body v smlouv\u011b s internetovou reklamn\u00ed agenturou<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/explanation-of-internet-advertising-agency-contract\/#Ustanoveni_tykajici_se_obsahu_sluzeb\" title=\"Ustanoven\u00ed t\u00fdkaj\u00edc\u00ed se obsahu slu\u017eeb\">Ustanoven\u00ed t\u00fdkaj\u00edc\u00ed se obsahu slu\u017eeb<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/explanation-of-internet-advertising-agency-contract\/#Ustanoveni_o_platbe_reklamnich_nakladu\" title=\"Ustanoven\u00ed o platb\u011b reklamn\u00edch n\u00e1klad\u016f\">Ustanoven\u00ed o platb\u011b reklamn\u00edch n\u00e1klad\u016f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/explanation-of-internet-advertising-agency-contract\/#Ustanoveni_o_platbe_odmeny_agenture\" title=\"Ustanoven\u00ed o platb\u011b odm\u011bny agentu\u0159e\">Ustanoven\u00ed o platb\u011b odm\u011bny agentu\u0159e<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/explanation-of-internet-advertising-agency-contract\/#Podminky_tykajici_se_zprav_pro_inzerenty\" title=\"Podm\u00ednky t\u00fdkaj\u00edc\u00ed se zpr\u00e1v pro inzerenty\">Podm\u00ednky t\u00fdkaj\u00edc\u00ed se zpr\u00e1v pro inzerenty<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/explanation-of-internet-advertising-agency-contract\/#Ustanoveni_o_zverejneni_informaci_o_uctu\" title=\"Ustanoven\u00ed o zve\u0159ejn\u011bn\u00ed informac\u00ed o \u00fa\u010dtu\">Ustanoven\u00ed o zve\u0159ejn\u011bn\u00ed informac\u00ed o \u00fa\u010dtu<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/explanation-of-internet-advertising-agency-contract\/#Shrnuti\" title=\"Shrnut\u00ed\">Shrnut\u00ed<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/explanation-of-internet-advertising-agency-contract\/#Informace_o_tvorbe_a_revizi_smluv_nasi_kancelari\" title=\"Informace o tvorb\u011b a revizi smluv na\u0161\u00ed kancel\u00e1\u0159\u00ed\">Informace o tvorb\u011b a revizi smluv na\u0161\u00ed kancel\u00e1\u0159\u00ed<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Vysvetleni_o_internetovych_reklamnich_agenturach\"><\/span>Vysv\u011btlen\u00ed o internetov\u00fdch reklamn\u00edch agentur\u00e1ch<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Co_je_internetova_reklama\"><\/span>Co je internetov\u00e1 reklama<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Internetov\u00e1 reklama je, jak n\u00e1zev napov\u00edd\u00e1, reklama um\u00edst\u011bn\u00e1 na internetu. Typick\u00fdm p\u0159\u00edkladem jsou reklamy typu listing (reklamy na z\u00e1klad\u011b vyhled\u00e1v\u00e1n\u00ed), kter\u00e9 se zobrazuj\u00ed prioritn\u011b v seznamu v\u00fdsledk\u016f vyhled\u00e1va\u010d\u016f, ale existuj\u00ed tak\u00e9 display reklamy, kter\u00e9 se zobrazuj\u00ed v reklamn\u00edch prostorech na webov\u00fdch str\u00e1nk\u00e1ch. Podrobn\u011bji vysv\u011btlujeme listingov\u00e9 reklamy v n\u00e1sleduj\u00edc\u00edm \u010dl\u00e1nku.<\/p>\n\n\n\n<p><a href=\"https:\/\/monolith.law\/corporate\/listing-ads\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/monolith.law\/corporate\/listing-ads[ja]<\/a><\/p>\n\n\n\n<p>Internetov\u00e1 reklama se li\u0161\u00ed od tradi\u010dn\u00edch reklam, jako jsou televizn\u00ed nebo tiskov\u00e9 reklamy, t\u00edm, \u017ee je mo\u017en\u00e9 ji zah\u00e1jit s mal\u00fdm rozpo\u010dtem. Co je je\u0161t\u011b d\u016fle\u017eit\u011bj\u0161\u00ed, u internetov\u00fdch reklam je mo\u017en\u00e9 vyu\u017e\u00edt atributy a historii vyhled\u00e1v\u00e1n\u00ed u\u017eivatel\u016f internetu, kter\u00e9 shroma\u017e\u010fuj\u00ed vyhled\u00e1va\u010de, a zobrazovat reklamy pouze u\u017eivatel\u016fm s vysokou reklamn\u00ed efektivitou. Tato mo\u017enost detailn\u00edho c\u00edlen\u00ed je specifickou v\u00fdhodou internetov\u00e9 reklamy.<\/p>\n\n\n\n<p>Podrobn\u011bji vysv\u011btlujeme regulace t\u00fdkaj\u00edc\u00ed se reklamy na zdravotn\u00ed potraviny v n\u00e1sleduj\u00edc\u00edm \u010dl\u00e1nku.<\/p>\n\n\n\n<p><a href=\"https:\/\/monolith.law\/corporate\/points-for-supplement-advertising\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/monolith.law\/corporate\/points-for-supplement-advertising[ja]<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Role_internetovych_reklamnich_agentur\"><\/span>Role internetov\u00fdch reklamn\u00edch agentur<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Kdy\u017e inzerent vyd\u00e1v\u00e1 internetovou reklamu, v p\u0159\u00edpad\u011b listingov\u00e9 reklamy po\u017e\u00e1d\u00e1 vyhled\u00e1va\u010d o um\u00edst\u011bn\u00ed reklamy. V p\u0159\u00edpad\u011b display reklam, kter\u00e9 jsou um\u00edst\u011bny v reklamn\u00edch prostorech na webov\u00fdch str\u00e1nk\u00e1ch, inzerent po\u017e\u00e1d\u00e1 medi\u00e1ln\u00edho z\u00e1stupce prim\u00e1rn\u00ed agentury, kter\u00fd odkoupil reklamn\u00ed prostor od webov\u00e9 str\u00e1nky.<\/p>\n\n\n\n<p>V tomto okam\u017eiku se internetov\u00e1 reklamn\u00ed agentura nach\u00e1z\u00ed mezi inzerentem a vyhled\u00e1va\u010dem nebo medi\u00e1ln\u00edm z\u00e1stupcem a koordinuje ob\u011b strany. Konkr\u00e9tn\u011b, reklamn\u00ed agentura se dozv\u00ed od inzerenta obsah reklamy, c\u00edlovou skupinu a v\u00fdsledky, kter\u00e9 inzerent o\u010dek\u00e1v\u00e1 od reklamy, a nastav\u00ed podm\u00ednky tak, aby odpov\u00eddaly z\u00e1m\u011br\u016fm inzerenta, a pot\u00e9 po\u017e\u00e1d\u00e1 vyhled\u00e1va\u010d nebo medi\u00e1ln\u00edho z\u00e1stupce o um\u00edst\u011bn\u00ed reklamy.<\/p>\n\n\n\n<p>Vyhled\u00e1va\u010de a medi\u00e1ln\u00ed z\u00e1stupci obecn\u011b umis\u0165uj\u00ed reklamy mechanicky na z\u00e1klad\u011b t\u011bchto specifikac\u00ed, tak\u017ee je pro inzerenta nejd\u016fle\u017eit\u011bj\u0161\u00ed, aby reklamn\u00ed agentura, kter\u00e1 specifikuje podm\u00ednky, m\u011bla odborn\u00e9 znalosti o umis\u0165ov\u00e1n\u00ed internetov\u00fdch reklam.<\/p>\n\n\n\n<p>Pokud spole\u010dnost provozuje internetovou reklamu, m\u016f\u017ee se rozhodnout prov\u00e1d\u011bt ji sama. To se n\u011bkdy naz\u00fdv\u00e1 &#8220;in-house&#8221;. Nicm\u00e9n\u011b, pokud se spole\u010dnost rozhodne prov\u00e1d\u011bt reklamu sama, \u010dasto je v nev\u00fdhod\u011b v porovn\u00e1n\u00ed s reklamn\u00ed agenturou z hlediska odbornosti a velikosti person\u00e1lu, a nav\u00edc, v\u011bt\u0161ina spole\u010dnost\u00ed nem\u00e1 mnoho zam\u011bstnanc\u016f odpov\u011bdn\u00fdch za provoz internetov\u00e9 reklamy, tak\u017ee existuje vysok\u00e9 riziko, \u017ee provoz se zastav\u00ed, pokud zam\u011bstnanec odejde.<\/p>\n\n\n\n<p>Naopak, smyslem existence reklamn\u00ed agentury je schopnost zajistit dostate\u010dn\u00fd po\u010det odborn\u00edk\u016f na internetovou reklamu.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dulezite_body_v_smlouve_s_internetovou_reklamni_agenturou\"><\/span>D\u016fle\u017eit\u00e9 body v smlouv\u011b s internetovou reklamn\u00ed agenturou<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/monolith.law\/wp-content\/uploads\/2020\/03\/shutterstock_1036178032-1024x683.jpg\" alt=\"\" class=\"wp-image-7666\" \/><figcaption class=\"wp-element-caption\">Vysv\u011btl\u00edme kl\u00ed\u010dov\u00e9 body v smlouv\u011b.<\/figcaption><\/figure>\n\n\n\n<p>Kdy\u017e internetov\u00e1 reklamn\u00ed agentura p\u0159ijme po\u017eadavek na provozov\u00e1n\u00ed reklamy od inzerenta, vytvo\u0159\u00ed smlouvu. V t\u00e9to smlouv\u011b vysv\u011btl\u00edme kl\u00ed\u010dov\u00e9 body. V n\u00e1sleduj\u00edc\u00edch n\u00e1vrz\u00edch bod\u016f je &#8220;A&#8221; inzerent a &#8220;B&#8221; je agentura. Pro obecn\u00e9 informace o smlouv\u00e1ch o outsourcingu se pod\u00edvejte na n\u00e1sleduj\u00edc\u00ed \u010dl\u00e1nek.<\/p>\n\n\n\n<p><a href=\"https:\/\/monolith.law\/corporate\/regulation-of-outsourcing-contract\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/monolith.law\/corporate\/regulation-of-outsourcing-contract[ja]<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ustanoveni_tykajici_se_obsahu_sluzeb\"><\/span>Ustanoven\u00ed t\u00fdkaj\u00edc\u00ed se obsahu slu\u017eeb<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"has-very-light-gray-background-color has-background\">\u010cl\u00e1nek X (Obsah slu\u017eeb)<br>Strana A pov\u011b\u0159uje stranu B n\u00e1sleduj\u00edc\u00edmi \u00fakoly, kter\u00e9 jsou stanoveny v p\u0159\u00edloze, a strana B je p\u0159ij\u00edm\u00e1.<br>(1) Po\u010d\u00e1te\u010dn\u00ed pr\u00e1ce spojen\u00e9 s vyd\u00e1n\u00edm reklamy (v\u00fdb\u011br kl\u00ed\u010dov\u00fdch slov atd.)<br>(2) Zastupov\u00e1n\u00ed vyd\u00e1n\u00ed reklamy, provozn\u00ed \u00fakoly (p\u0159id\u00e1n\u00ed nebo odstran\u011bn\u00ed kl\u00ed\u010dov\u00fdch slov, revize atd.)<br>(3) Konzultace t\u00fdkaj\u00edc\u00ed se zm\u011bny rozpo\u010dtu nebo m\u00edsta vyd\u00e1n\u00ed atd.<br>(4) Ostatn\u00ed z\u00e1le\u017eitosti pot\u0159ebn\u00e9 pro vyd\u00e1n\u00ed a provoz reklamy<\/p>\n\n\n\n<p>Nejd\u016fle\u017eit\u011bj\u0161\u00edm ustanoven\u00edm v smlouv\u011b uzav\u0159en\u00e9 mezi reklamn\u00ed agenturou a inzerentem je ustanoven\u00ed, kter\u00e9 stanovuje obsah slu\u017eeb, kter\u00e9 reklamn\u00ed agentura p\u0159ij\u00edm\u00e1. Nicm\u00e9n\u011b, je b\u011b\u017en\u00e9, \u017ee detaily obsahu slu\u017eeb nejsou stanoveny v hlavn\u00edm textu smlouvy, ale jsou uvedeny v p\u0159\u00edloze p\u0159ipojen\u00e9 k smlouv\u011b.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ustanoveni_o_platbe_reklamnich_nakladu\"><\/span>Ustanoven\u00ed o platb\u011b reklamn\u00edch n\u00e1klad\u016f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"has-very-light-gray-background-color has-background\">\u010cl\u00e1nek X (Reklamn\u00ed n\u00e1klady)<br>1. Strana A zaplat\u00ed stran\u011b B do konce n\u00e1sleduj\u00edc\u00edho m\u011bs\u00edce \u010d\u00e1stku za provoz dan\u00e9ho m\u011bs\u00edce, kterou strana B ur\u010dila na z\u00e1klad\u011b p\u0159edchoz\u00edho odstavce a ozn\u00e1mila stran\u011b A, na bankovn\u00ed \u00fa\u010det ur\u010den\u00fd stranou B.<br>2. Strana B zajist\u00ed, \u017ee \u010d\u00e1stka za provoz podle p\u0159edchoz\u00edho odstavce dos\u00e1hne minim\u00e1ln\u011b X jen\u016f.<\/p>\n\n\n\n<p>Jedn\u00e1 se o ustanoven\u00ed t\u00fdkaj\u00edc\u00ed se reklamn\u00edch n\u00e1klad\u016f, kdy inzerent pov\u011b\u0159uje reklamn\u00ed agenturu provozem reklamy.<\/p>\n\n\n\n<p>Co se t\u00fd\u010de n\u00e1klad\u016f na provoz reklamy, existuj\u00ed dv\u011b metody: reklamn\u00ed agentura zaplat\u00ed n\u00e1klady na reklamu m\u00e9di\u00edm a pot\u00e9 je inzerentem nahrazena, nebo inzerent zaplat\u00ed reklamn\u00ed n\u00e1klady reklamn\u00ed agentu\u0159e p\u0159edem. Prvn\u00ed metoda, kdy reklamn\u00ed agentura plat\u00ed n\u00e1klady na reklamu p\u0159edem, je b\u011b\u017en\u011bj\u0161\u00ed, a proto prvn\u00ed odstavec v\u00fd\u0161e uveden\u00e9ho n\u00e1vrhu ustanoven\u00ed p\u0159edpokl\u00e1d\u00e1 tento p\u0159\u00edpad.<\/p>\n\n\n\n<p>V\u0161ak v p\u0159\u00edpad\u011b mal\u00fdch reklamn\u00edch agentur, kter\u00e9 nemaj\u00ed dostatek finan\u010dn\u00edch prost\u0159edk\u016f na p\u0159edplacen\u00ed reklamn\u00edch n\u00e1klad\u016f, je nutn\u00e9 po\u017e\u00e1dat inzerenta o p\u0159edplatbu. Tento bod z\u00e1vis\u00ed na jedn\u00e1n\u00ed mezi inzerentem a reklamn\u00ed agenturou, tak\u017ee je d\u016fle\u017eit\u00e9 ho p\u0159ed uzav\u0159en\u00edm smlouvy d\u016fkladn\u011b ov\u011b\u0159it.<\/p>\n\n\n\n<p>Jak budeme vysv\u011btlovat pozd\u011bji, pokud je odm\u011bna reklamn\u00ed agentury stanovena jako ur\u010dit\u00e9 procento z \u010d\u00e1stky za provoz, existuje riziko ztr\u00e1ty, pokud je \u010d\u00e1stka za provoz p\u0159\u00edli\u0161 n\u00edzk\u00e1. Proto je jako reklamn\u00ed agentura nutn\u00e9 zv\u00e1\u017eit tak\u00e9 stanoven\u00ed minim\u00e1ln\u00ed \u010d\u00e1stky reklamn\u00edho rozpo\u010dtu. Druh\u00fd odstavec v\u00fd\u0161e uveden\u00e9ho n\u00e1vrhu ustanoven\u00ed stanovuje minim\u00e1ln\u00ed \u010d\u00e1stku za provoz.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ustanoveni_o_platbe_odmeny_agenture\"><\/span>Ustanoven\u00ed o platb\u011b odm\u011bny agentu\u0159e<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"has-very-light-gray-background-color has-background\">\u010cl\u00e1nek X (Odm\u011bna)<br>A plat\u00ed B do n\u00e1sleduj\u00edc\u00edho m\u011bs\u00edce do X dne, jako protihodnotu za proveden\u00ed pr\u00e1ce, \u010d\u00e1stku odpov\u00eddaj\u00edc\u00ed 20% z \u010d\u00e1stky pou\u017eit\u00e9 v tomto m\u011bs\u00edci (bez dan\u011b).<\/p>\n\n\n\n<p>Ustanoven\u00ed o odm\u011bn\u011b, kterou reklamn\u00ed agentura obdr\u017e\u00ed od inzerenta, je d\u016fle\u017eit\u00e9.<\/p>\n\n\n\n<p>Co se t\u00fd\u010de stanoven\u00ed odm\u011bny, krom\u011b metody stanoven\u00ed ur\u010dit\u00e9ho procenta z reklamn\u00edch n\u00e1klad\u016f, jak je uvedeno v n\u00e1vrhu ustanoven\u00ed, existuje tak\u00e9 metoda stanoven\u00ed pevn\u00e9 \u010d\u00e1stky bez ohledu na \u010d\u00e1stku pou\u017eitou. Krom\u011b toho, je tak\u00e9 mo\u017en\u00e9 m\u00edt syst\u00e9m \u00fasp\u011b\u0161nosti, kde odm\u011bna je v\u00fdsledkem n\u00e1soben\u00ed c\u00edlov\u00e9 konverzn\u00ed ceny po\u010dtem konverz\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Podminky_tykajici_se_zprav_pro_inzerenty\"><\/span>Podm\u00ednky t\u00fdkaj\u00edc\u00ed se zpr\u00e1v pro inzerenty<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/monolith.law\/wp-content\/uploads\/2020\/03\/shutterstock_507376702-1024x512.jpg\" alt=\"\" class=\"wp-image-7667\" \/><figcaption class=\"wp-element-caption\">Zp\u016fsob a frekvenci zpr\u00e1v lze voln\u011b stanovit, pokud se na tom dohodnou inzerent a reklamn\u00ed agentura.<\/figcaption><\/figure>\n\n\n\n<p class=\"has-very-light-gray-background-color has-background\">\u010cl\u00e1nek X (Zpr\u00e1va)<br>B mus\u00ed do X. dne n\u00e1sleduj\u00edc\u00edho m\u011bs\u00edce p\u00edsemn\u011b nebo e-mailem podat zpr\u00e1vu o v\u00fdkonu pr\u00e1ce za p\u0159edchoz\u00ed m\u011bs\u00edc A.<\/p>\n\n\n\n<p>Reklamn\u00ed agentury jsou obvykle povinny pravideln\u011b hl\u00e1sit inzerent\u016fm, jak\u00e9 v\u00fdsledky byly dosa\u017eeny provozov\u00e1n\u00edm reklam, jako jsou v\u00fdpisov\u00e9 reklamy.<\/p>\n\n\n\n<p>Zp\u016fsob a frekvenci zpr\u00e1v lze voln\u011b stanovit, pokud se na tom dohodnou inzerent a reklamn\u00ed agentura. Nicm\u00e9n\u011b, reklamn\u00ed agentury \u010dasto omezuj\u00ed zpr\u00e1vy pro inzerenty s ni\u017e\u0161\u00edmi poplatky na jednou m\u011bs\u00ed\u010dn\u011b a zpr\u00e1vy jsou \u010dasto poskytov\u00e1ny telefonicky nebo e-mailem, nikoli osobn\u011b.<\/p>\n\n\n\n<p>Naopak, pokud agentura z\u00edsk\u00e1v\u00e1 vysok\u00e9 poplatky, m\u016f\u017ee b\u00fdt vhodn\u00e9 zv\u00fd\u0161it frekvenci zpr\u00e1v a p\u0159edstavit v\u00fdsledky osobn\u011b, aby se p\u0159ede\u0161lo probl\u00e9m\u016fm s inzerentem. I kdy\u017e to nen\u00ed uvedeno v n\u00e1vrhu v\u00fd\u0161e, inzerent m\u016f\u017ee po\u017eadovat, aby reklamn\u00ed agentura &#8220;kdykoli podala zpr\u00e1vu o v\u00fdkonu pr\u00e1ce&#8221;, a m\u016f\u017ee b\u00fdt vhodn\u00e9 zahrnout podm\u00ednky t\u00fdkaj\u00edc\u00ed se zpr\u00e1v mimo pravideln\u00e9 zpr\u00e1vy. Nicm\u00e9n\u011b, pokud jsou poplatky reklamn\u00ed agentury n\u00edzk\u00e9, schopnost reagovat m\u016f\u017ee b\u00fdt omezen\u00e1, tak\u017ee je t\u0159eba pe\u010dliv\u011b zv\u00e1\u017eit, zda poskytnout zpr\u00e1vy mimo pravideln\u00e9 zpr\u00e1vy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ustanoveni_o_zverejneni_informaci_o_uctu\"><\/span>Ustanoven\u00ed o zve\u0159ejn\u011bn\u00ed informac\u00ed o \u00fa\u010dtu<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"has-very-light-gray-background-color has-background\">\u010cl\u00e1nek X (\u00da\u010det)<br>1. Pokud B pou\u017e\u00edv\u00e1 sv\u016fj vlastn\u00ed \u00fa\u010det k prov\u00e1d\u011bn\u00ed pr\u00e1ce, bez dal\u0161\u00ed dohody mezi A a B, pr\u00e1vo na tento \u00fa\u010det n\u00e1le\u017e\u00ed B. Nicm\u00e9n\u011b, B m\u00e1 povinnost zve\u0159ejnit ve\u0161ker\u00e9 informace o dan\u00e9m \u00fa\u010dtu na \u017e\u00e1dost A.<br>2. Pokud B pou\u017e\u00edv\u00e1 \u00fa\u010det vlastn\u011bn\u00fd A k prov\u00e1d\u011bn\u00ed pr\u00e1ce, pr\u00e1vo na tento \u00fa\u010det n\u00e1le\u017e\u00ed A. Nicm\u00e9n\u011b, b\u011bhem platnosti t\u00e9to smlouvy, A ud\u011bluje B povolen\u00ed k pou\u017eit\u00ed dan\u00e9ho \u00fa\u010dtu.<br>3. V p\u0159\u00edpad\u011b p\u0159edchoz\u00edho odstavce, na konci t\u00e9to smlouvy, B mus\u00ed vr\u00e1tit ve\u0161ker\u00e9 informace o dan\u00e9m \u00fa\u010dtu A.<\/p>\n\n\n\n<p>Pro provozov\u00e1n\u00ed reklam je nutn\u00e9 vytvo\u0159it reklamn\u00ed \u00fa\u010det.<\/p>\n\n\n\n<p>Co se t\u00fd\u010de reklamn\u00edch \u00fa\u010dt\u016f, existuj\u00ed p\u0159\u00edpady, kdy se pou\u017e\u00edv\u00e1 \u00fa\u010det p\u0159ipraven\u00fd reklamn\u00ed agenturou (odstavec 1) a p\u0159\u00edpady, kdy se pou\u017e\u00edv\u00e1 \u00fa\u010det vytvo\u0159en\u00fd inzerentem (odstavec 2). I kdy\u017e se pou\u017e\u00edv\u00e1 \u00fa\u010det vytvo\u0159en\u00fd reklamn\u00ed agenturou, je obvykl\u00e9, \u017ee ve\u0161ker\u00e9 informace o \u00fa\u010dtu jsou zve\u0159ejn\u011bny inzerentovi. Jeliko\u017e inzerent plat\u00ed reklamn\u00ed n\u00e1klady pro provozov\u00e1n\u00ed na dan\u00e9m \u00fa\u010dtu, lze to pova\u017eovat za nevyhnuteln\u00e9.<\/p>\n\n\n\n<p>Odstavec 1 n\u00e1vrhu ustanoven\u00ed je zalo\u017een na tomto p\u0159edpokladu. Na druhou stranu, pokud inzerent provozoval in-house (intern\u011b) do t\u00e9 doby, m\u016f\u017ee se st\u00e1t, \u017ee reklamn\u00ed agentura p\u0159evezme a pou\u017eije \u00fa\u010det, kter\u00fd inzerent p\u016fvodn\u011b pou\u017e\u00edval. V tomto p\u0159\u00edpad\u011b mus\u00ed reklamn\u00ed agentura z\u00edskat povolen\u00ed od inzerenta k pou\u017eit\u00ed \u00fa\u010dtu (odstavec 2). Nav\u00edc, po ukon\u010den\u00ed smlouvy mus\u00ed reklamn\u00ed agentura p\u0159edat informace o \u00fa\u010dtu inzerentovi (odstavec 3).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Shrnuti\"><\/span>Shrnut\u00ed<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Internetov\u00e9 reklamn\u00ed agentury jsou odv\u011btv\u00edm, u kter\u00e9ho se i nad\u00e1le o\u010dek\u00e1v\u00e1 rychl\u00fd r\u016fst tr\u017en\u00edho pod\u00edlu. Nejen velk\u00e9 reklamn\u00ed agentury, ale tak\u00e9 odborn\u00edci pracuj\u00edc\u00ed na voln\u00e9 noze mohou vstoupit do tohoto odv\u011btv\u00ed, tak\u017ee se po\u010det nov\u00fdch \u00fa\u010dastn\u00edk\u016f na trhu pravd\u011bpodobn\u011b je\u0161t\u011b zv\u00fd\u0161\u00ed.<\/p>\n\n\n\n<p>Av\u0161ak, na rozd\u00edl od tradi\u010dn\u00edch reklam um\u00edst\u011bn\u00fdch v televizi nebo \u010dasopisech, internetov\u00e9 reklamy automaticky vyb\u00edraj\u00ed nejvhodn\u011bj\u0161\u00ed c\u00edlovou skupinu a zobrazuj\u00ed jim reklamu. V d\u016fsledku toho inzerenti nemohou skute\u010dn\u011b vid\u011bt a ov\u011b\u0159it, v jak\u00e9m m\u00e9diu a do jak\u00e9 m\u00edry je jejich reklama zve\u0159ejn\u011bna. Proto je d\u016fle\u017eit\u00e9, aby reklamn\u00ed agentury jasn\u011b definovaly, jak\u00e9 slu\u017eby poskytuj\u00ed a jak\u00fdm zp\u016fsobem se vypo\u010d\u00edt\u00e1v\u00e1 jejich odm\u011bna, aby se p\u0159ede\u0161lo jak\u00fdmkoli nedorozum\u011bn\u00edm s inzerenty.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Informace_o_tvorbe_a_revizi_smluv_nasi_kancelari\"><\/span>Informace o tvorb\u011b a revizi smluv na\u0161\u00ed kancel\u00e1\u0159\u00ed<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>V pr\u00e1vnick\u00e9 kancel\u00e1\u0159i Monolis jsme siln\u00ed v oblasti IT, internetu a podnik\u00e1n\u00ed. Krom\u011b pr\u00e1ce pro internetov\u00e9 reklamn\u00ed agentury nab\u00edz\u00edme tak\u00e9 tvorbu a revizi r\u016fzn\u00fdch smluv pro na\u0161e klienty a poradensk\u00e9 firmy.<\/p>\n\n\n\n<p>Pokud m\u00e1te z\u00e1jem, pod\u00edvejte se na podrobnosti n\u00ed\u017ee.<\/p>\n\n\n\n<p><a href=\"https:\/\/monolith.law\/contractcreation\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/monolith.law\/contractcreation[ja]<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Podle v\u00fdsledk\u016f pr\u016fzkumu, kter\u00e9 spole\u010dnost Dentsu zve\u0159ejnila v \u00fanoru 2019 (rok 2019 podle gregori\u00e1nsk\u00e9ho kalend\u00e1\u0159e), tvo\u0159ily n\u00e1klady na internetovou reklamu v Japonsku v roce 2018 (rok 2018 podle grego [&hellip;]<\/p>\n","protected":false},"author":32,"featured_media":63368,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18],"tags":[25,24],"acf":[],"_links":{"self":[{"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/61270"}],"collection":[{"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/users\/32"}],"replies":[{"embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/comments?post=61270"}],"version-history":[{"count":2,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/61270\/revisions"}],"predecessor-version":[{"id":63369,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/61270\/revisions\/63369"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media\/63368"}],"wp:attachment":[{"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media?parent=61270"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/categories?post=61270"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/tags?post=61270"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}