{"id":4926,"date":"2026-08-26T08:35:58","date_gmt":"2026-08-26T06:35:58","guid":{"rendered":"https:\/\/orangeacademy.cz\/clanky\/?p=4926"},"modified":"2026-08-26T08:36:15","modified_gmt":"2026-08-26T06:36:15","slug":"reklamni-slepota","status":"publish","type":"post","link":"https:\/\/orangeacademy.cz\/clanky\/reklamni-slepota\/","title":{"rendered":"Reklamn\u00ed slepota: Pro\u010d lid\u00e9 ignoruj\u00ed reklamy?"},"content":{"rendered":"<p data-start=\"338\" data-end=\"499\"><strong>Reklama je dnes p\u0159\u00edtomn\u00e1 prakticky v\u0161ude. Ka\u017ed\u00fd den se lid\u00e9 setkaj\u00ed s tis\u00edci reklamn\u00edch sd\u011blen\u00ed v online i offline prost\u0159ed\u00ed, ale v\u011bt\u0161inu z nich v\u016fbec nevn\u00edmaj\u00ed. Tento jev se naz\u00fdv\u00e1 reklamn\u00ed slepota a v roce 2026 je je\u0161t\u011b v\u00fdrazn\u011bj\u0161\u00ed ne\u017e kdy d\u0159\u00edv. U\u017eivatel\u00e9 internetu se nau\u010dili reklamy automaticky filtrovat, \u010dasto bez v\u011bdom\u00e9ho rozhodnut\u00ed. Pro market\u00e9ry to znamen\u00e1 z\u00e1sadn\u00ed probl\u00e9m: nesta\u010d\u00ed reklamu zobrazit, mus\u00ed si aktivn\u011b z\u00edskat pozornost.<\/strong><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Obsah<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6ab094f9c8c67\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #666666;color:#666666\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #666666;color:#666666\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ab094f9c8c67\"  aria-label=\"Toggle\" \/><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:\/\/orangeacademy.cz\/clanky\/reklamni-slepota\/#Co_je_reklamni_slepota_a_proc_vznika\" >Co je reklamn\u00ed slepota a pro\u010d vznik\u00e1?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/orangeacademy.cz\/clanky\/reklamni-slepota\/#Jak_reklamni_slepota_funguje_v_realnem_zivote\" >Jak reklamn\u00ed slepota funguje v re\u00e1ln\u00e9m \u017eivot\u011b?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/orangeacademy.cz\/clanky\/reklamni-slepota\/#Proc_lide_reklamy_ignoruji\" >Pro\u010d lid\u00e9 reklamy ignoruj\u00ed?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/orangeacademy.cz\/clanky\/reklamni-slepota\/#Jak_algoritmy_meni_reklamni_slepotu\" >Jak algoritmy m\u011bn\u00ed reklamn\u00ed slepotu?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/orangeacademy.cz\/clanky\/reklamni-slepota\/#Jak_se_branit_reklamni_slepote\" >Jak se br\u00e1nit reklamn\u00ed slepot\u011b?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/orangeacademy.cz\/clanky\/reklamni-slepota\/#Co_funguje_v_marketingu_v_roce_2026\" >Co funguje v marketingu v roce 2026?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/orangeacademy.cz\/clanky\/reklamni-slepota\/#Jak_firmy_mohou_reklamni_slepotu_snizit\" >Jak firmy mohou reklamn\u00ed slepotu sn\u00ed\u017eit?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/orangeacademy.cz\/clanky\/reklamni-slepota\/#Caste_dotazy\" >\u010cast\u00e9 dotazy<\/a><\/li><\/ul><\/nav><\/div>\n<h2 data-start=\"782\" data-end=\"821\"><span class=\"ez-toc-section\" id=\"Co_je_reklamni_slepota_a_proc_vznika\"><\/span>Co je reklamn\u00ed slepota a pro\u010d vznik\u00e1?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p data-start=\"822\" data-end=\"922\">Reklamn\u00ed slepota je <a href=\"https:\/\/orangeacademy.cz\/clanky\/firemni-psycholog\/\" target=\"_blank\" rel=\"noopener\">psychologick\u00fd<\/a> jev, kdy \u010dlov\u011bk ignoruje reklamn\u00ed sd\u011blen\u00ed, i kdy\u017e je fyzicky vid\u00ed. Mozek si v prost\u0159ed\u00ed p\u0159et\u00ed\u017een\u00e9m informacemi vytv\u00e1\u0159\u00ed filtry. Ty automaticky vyhodnocuj\u00ed, co je d\u016fle\u017eit\u00e9 a co ne. Reklama je \u010dasto vyhodnocena jako ru\u0161iv\u00fd prvek, kter\u00fd nen\u00ed nutn\u00fd ke spln\u011bn\u00ed aktu\u00e1ln\u00edho c\u00edle. V praxi to znamen\u00e1, \u017ee u\u017eivatel m\u016f\u017ee proj\u00ed\u017ed\u011bt web, soci\u00e1ln\u00ed s\u00edt\u011b nebo m\u011bsto, ale reklamy \u201enevid\u00ed\u201c, proto\u017ee je mozek okam\u017eit\u011b vyt\u011bsn\u00ed.<\/p>\n<h2 data-start=\"1266\" data-end=\"1314\"><span class=\"ez-toc-section\" id=\"Jak_reklamni_slepota_funguje_v_realnem_zivote\"><\/span>Jak reklamn\u00ed slepota funguje v re\u00e1ln\u00e9m \u017eivot\u011b?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p data-start=\"1315\" data-end=\"1367\">Typick\u00fd den \u010dlov\u011bka ukazuje, jak siln\u00fd tento jev je. R\u00e1no otev\u0159e soci\u00e1ln\u00ed s\u00edt\u011b a b\u011bhem p\u00e1r minut vid\u00ed n\u011bkolik <a href=\"https:\/\/orangeacademy.cz\/clanky\/reklama-na-facebooku\/\" target=\"_blank\" rel=\"noopener\">reklamn\u00edch<\/a> form\u00e1t\u016f. Cestou do pr\u00e1ce sly\u0161\u00ed reklamn\u00ed spoty v r\u00e1diu a m\u00edj\u00ed billboardy, kter\u00e9 u\u017e zn\u00e1 zpam\u011bti. B\u011bhem dne se k tomu p\u0159id\u00e1vaj\u00ed bannery, newslettery a sponzorovan\u00fd obsah. V\u00fdsledkem je situace, kdy je \u010dlov\u011bk reklam\u00e1m vystaven neust\u00e1le, ale v\u011bdom\u011b si jich v\u0161imne jen minim\u00e1ln\u00ed \u010d\u00e1st.<\/p>\n<p data-start=\"1315\" data-end=\"1367\"><span class='mb-center maxbutton-8-center'><span class='maxbutton-8-container mb-container'><a class=\"maxbutton-8 maxbutton maxbutton-kurz-personalistiky\" target=\"_blank\" title=\"Kurz personalistiky\" rel=\"noopener\" href=\"https:\/\/orangeacademy.cz\/kurzy-personalistiky\/rekvalifikacni-kurz-personalistika\/\"><span class='mb-text'>Studujte kurz personalistiky<\/span><\/a><\/span><\/span><\/p>\n<h2 data-start=\"1717\" data-end=\"1746\"><span class=\"ez-toc-section\" id=\"Proc_lide_reklamy_ignoruji\"><\/span>Pro\u010d lid\u00e9 reklamy ignoruj\u00ed?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p data-start=\"1747\" data-end=\"1860\">Reklamn\u00ed slepota nevznik\u00e1 n\u00e1hodn\u011b. Existuje n\u011bkolik hlavn\u00edch d\u016fvod\u016f, pro\u010d mozek reklamy automaticky odfiltrov\u00e1v\u00e1. Nejd\u016fle\u017eit\u011bj\u0161\u00ed je <strong>aktu\u00e1ln\u00ed pot\u0159eba<\/strong>. Pokud reklama neodpov\u00edd\u00e1 tomu, co \u010dlov\u011bk pr\u00e1v\u011b \u0159e\u0161\u00ed, mozek ji ignoruje. Dal\u0161\u00edm faktorem je <strong>p\u0159et\u00ed\u017een\u00ed informacemi<\/strong>. Kdy\u017e je podn\u011bt\u016f p\u0159\u00edli\u0161, mozek si vytv\u00e1\u0159\u00ed automatick\u00e9 zkratky a reklamu vy\u0159azuje. Velkou roli hraje tak\u00e9 prost\u0159ed\u00ed. V situac\u00edch, kdy je \u010dlov\u011bk <a href=\"https:\/\/orangeacademy.cz\/clanky\/pomodoro-technika\/\" target=\"_blank\" rel=\"noopener\">soust\u0159ed\u011bn\u00fd<\/a> na jinou \u010dinnost, nap\u0159\u00edklad \u0159\u00edzen\u00ed nebo pr\u00e1ci, je jeho kapacita pozornosti minim\u00e1ln\u00ed.<\/p>\n<blockquote>\n<p data-start=\"1747\" data-end=\"1860\">V\u00fdznamn\u00e1 je i opakovan\u00e1 expozice. P\u0159\u00edli\u0161 \u010dast\u00e1 reklama vede k tomu, \u017ee ji u\u017eivatel za\u010dne aktivn\u011b p\u0159ehl\u00ed\u017eet.<\/p>\n<\/blockquote>\n<h2 data-start=\"2364\" data-end=\"2402\"><span class=\"ez-toc-section\" id=\"Jak_algoritmy_meni_reklamni_slepotu\"><\/span>Jak algoritmy m\u011bn\u00ed reklamn\u00ed slepotu?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p data-start=\"2403\" data-end=\"2465\">V roce 2026 u\u017e reklamu netvo\u0159\u00ed jen market\u00e9\u0159i, ale i algoritmy. Platformy jako Google Ads rozhoduj\u00ed o tom, jak\u00e9 reklamy se komu zobraz\u00ed. C\u00edlem je vy\u0161\u0161\u00ed relevance, ale z\u00e1rove\u0148 to znamen\u00e1, \u017ee o pozornost u\u017eivatele sout\u011b\u017e\u00ed mnohem v\u00edce reklam v men\u0161\u00edm prostoru.<\/p>\n<blockquote>\n<p data-start=\"2662\" data-end=\"2743\">To vytv\u00e1\u0159\u00ed paradox: reklamy jsou p\u0159esn\u011bj\u0161\u00ed, ale z\u00e1rove\u0148 je mnohem t\u011b\u017e\u0161\u00ed prorazit.<\/p>\n<\/blockquote>\n<h2 data-start=\"2745\" data-end=\"2778\"><span class=\"ez-toc-section\" id=\"Jak_se_branit_reklamni_slepote\"><\/span>Jak se br\u00e1nit reklamn\u00ed slepot\u011b?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p data-start=\"2779\" data-end=\"2862\">Z\u00e1kladn\u00ed pravidlo v modern\u00edm <a href=\"https:\/\/rekvalifikacnikurzy.cz\/kurz\/online-marketing\" target=\"_blank\" rel=\"noopener\">marketingu<\/a> zn\u00ed, \u017ee reklama nesm\u00ed p\u016fsobit jako reklama. \u00dasp\u011b\u0161n\u00e9 kampan\u011b dnes stoj\u00ed na relevanci, kontextu a p\u0159irozen\u00e9m zapojen\u00ed do prost\u0159ed\u00ed, ve kter\u00e9m se zobrazuj\u00ed. <strong>D\u016fle\u017eit\u00fd je prvn\u00ed dojem<\/strong>. Pokud reklama nezaujme b\u011bhem n\u011bkolika sekund, v\u011bt\u0161inou u\u017e nem\u00e1 \u0161anci. Funguje tak\u00e9 testov\u00e1n\u00ed r\u016fzn\u00fdch variant. Mal\u00e9 zm\u011bny v textu, vizu\u00e1lu nebo c\u00edlen\u00ed mohou v\u00fdrazn\u011b ovlivnit v\u00fdkon.<\/p>\n<h2 data-start=\"3182\" data-end=\"3220\"><span class=\"ez-toc-section\" id=\"Co_funguje_v_marketingu_v_roce_2026\"><\/span>Co funguje v marketingu v roce 2026?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p data-start=\"3221\" data-end=\"3273\">Nej\u00fasp\u011b\u0161n\u011bj\u0161\u00ed reklamy maj\u00ed n\u011bkolik spole\u010dn\u00fdch znak\u016f. Jsou jednoduch\u00e9 a rychle pochopiteln\u00e9. Odpov\u00eddaj\u00ed konkr\u00e9tn\u00ed situaci u\u017eivatele. P\u016fsob\u00ed p\u0159irozen\u011b v prost\u0159ed\u00ed, kde se zobrazuj\u00ed. A \u010dasto vyu\u017e\u00edvaj\u00ed autentick\u00fd <a href=\"https:\/\/orangeacademy.cz\/clanky\/trendy-pro-obsahovy-marketing\/\" target=\"_blank\" rel=\"noopener\">obsah<\/a> m\u00edsto p\u0159ehnan\u011b upraven\u00e9 reklamy. D\u016fle\u017eit\u00fd posun je i v tom, \u017ee se ne\u0159e\u0161\u00ed jen zobrazen\u00ed reklamy, ale hlavn\u011b to, zda si ji u\u017eivatel skute\u010dn\u011b v\u0161imne.<\/p>\n<p data-start=\"3221\" data-end=\"3273\"><span class='mb-center maxbutton-2-center'><span class='maxbutton-2-container mb-container'><a class=\"maxbutton-2 maxbutton maxbutton-kurz-marketingu\" target=\"_blank\" title=\"Kurz marketingu\" rel=\"noopener\" href=\"https:\/\/orangeacademy.cz\/kurzy-marketingu\/rekvalifikacni-kurz-online-marketing\/\"><span class='mb-text'>Studujte kurz marketingu<\/span><\/a><\/span><\/span><\/p>\n<h2 data-start=\"3586\" data-end=\"3628\"><span class=\"ez-toc-section\" id=\"Jak_firmy_mohou_reklamni_slepotu_snizit\"><\/span>Jak firmy mohou reklamn\u00ed slepotu sn\u00ed\u017eit?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p data-start=\"3629\" data-end=\"3708\">Firmy \u010dasto chybuj\u00ed v tom, \u017ee se sna\u017e\u00ed oslovit co nejv\u00edce lid\u00ed jedn\u00edm sd\u011blen\u00edm. Efektivn\u011bj\u0161\u00ed p\u0159\u00edstup je <strong>p\u0159esn\u00e9 c\u00edlen\u00ed a pr\u00e1ce s konkr\u00e9tn\u00edm probl\u00e9mem z\u00e1kazn\u00edka<\/strong>. Reklama mus\u00ed odpov\u00eddat situaci, ve kter\u00e9 se u\u017eivatel pr\u00e1v\u011b nach\u00e1z\u00ed. Stejn\u011b d\u016fle\u017eit\u00e9 je pr\u016fb\u011b\u017en\u00e9 testov\u00e1n\u00ed. \u00dasp\u011bch reklamy se \u010dasto l\u00e1me na detailech, kter\u00e9 na prvn\u00ed pohled nejsou vid\u011bt.<\/p>\n<h2 data-start=\"3978\" data-end=\"3993\"><span class=\"ez-toc-section\" id=\"Caste_dotazy\"><\/span>\u010cast\u00e9 dotazy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 data-start=\"3995\" data-end=\"4106\">Co je reklamn\u00ed slepota?<\/h3>\n<p data-start=\"3995\" data-end=\"4106\">Je to stav, kdy lid\u00e9 automaticky ignoruj\u00ed reklamy, i kdy\u017e jsou jim vizu\u00e1ln\u011b vystaveni.<\/p>\n<h3 data-start=\"4108\" data-end=\"4211\">D\u00e1 se reklamn\u00ed slepota odstranit?<\/h3>\n<p data-start=\"4108\" data-end=\"4211\">Ne \u00fapln\u011b, ale d\u00e1 se v\u00fdrazn\u011b sn\u00ed\u017eit vhodn\u00fdm c\u00edlen\u00edm a formou reklamy.<\/p>\n<h3 data-start=\"4213\" data-end=\"4333\">Pro\u010d lid\u00e9 ignoruj\u00ed online reklamy?<\/h3>\n<p data-start=\"4213\" data-end=\"4333\">Proto\u017ee jsou p\u0159ehlceni obsahem a mozek je automaticky vyhodnocuje jako nerelevantn\u00ed.<\/p>\n<h3 data-start=\"4335\" data-end=\"4457\">Co funguje m\u00edsto klasick\u00e9 reklamy?<\/h3>\n<p data-start=\"4335\" data-end=\"4457\">Autentick\u00fd obsah, nativn\u00ed reklama a sd\u011blen\u00ed zalo\u017een\u00e9 na konkr\u00e9tn\u00edm probl\u00e9mu u\u017eivatele.<\/p>\n<p data-start=\"4470\" data-end=\"4713\">Reklamn\u00ed slepota je p\u0159irozen\u00fd d\u016fsledek p\u0159ehlcen\u00e9ho digit\u00e1ln\u00edho prost\u0159ed\u00ed. V roce 2026 u\u017e nesta\u010d\u00ed reklamu zobrazit, je nutn\u00e9 si aktivn\u011b z\u00edskat pozornost. \u00dasp\u011bch z\u00e1vis\u00ed na relevanci, jednoduchosti, kontextu a schopnosti testovat a optimalizovat.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Reklama je dnes p\u0159\u00edtomn\u00e1 prakticky v\u0161ude. Ka\u017ed\u00fd den se lid\u00e9 setkaj\u00ed s tis\u00edci reklamn\u00edch sd\u011blen\u00ed v online i offline prost\u0159ed\u00ed, ale v\u011bt\u0161inu z nich v\u016fbec nevn\u00edmaj\u00ed. Tento jev se naz\u00fdv\u00e1 reklamn\u00ed slepota a v roce 2026 je je\u0161t\u011b v\u00fdrazn\u011bj\u0161\u00ed ne\u017e kdy d\u0159\u00edv. U\u017eivatel\u00e9 internetu se nau\u010dili reklamy automaticky filtrovat, \u010dasto bez v\u011bdom\u00e9ho rozhodnut\u00ed. Pro market\u00e9ry [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":9191,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[165],"tags":[65,66,147],"class_list":["post-4926","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing","tag-online-marketing","tag-tipy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Reklamn\u00ed slepota: Pro\u010d lid\u00e9 ignoruj\u00ed reklamy?<\/title>\n<meta name=\"description\" content=\"Reklamn\u00ed slepota zp\u016fsobuje, \u017ee lid\u00e9 ignoruj\u00ed reklamy. 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