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RISTMEEDIA KASUTAMINE TURUNDUSSÕNUMITE EDASTAMISEKS
ANDRES JÕESAAR
BALTI FILMI, MEEDIA, KUNSTIDE JA KOMMUNIKATSIOONI INSTITUUT
TALLINNA ÜLIKOOL
SEADMETE KASUTUS
Allikas: EBU
SEADMED PLUSS RAADIO JA TV
Allikas: EBU
KÕIGE OLULISEM MEEDIA(TEGEVUS) 2014
0%
10%
20%
30%
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50%
60%
70%
80%
90%
100%
15-24 a 25-34 a 35-49 a 50-74 a
Raadio kuulamine
Televiisori vaatamine
Tavalise mobiiltelefoni kasutamine
Muusika kuulamine
Mängukonsoolidega ja/või arvutiga mängudemängimine
Ajalehtede ja/või ajakirjade lugemine
Nutitelefoni kasutamine
Arvutiga (tahvelarvuti, sülearvuti, lauaarvuti)interneti kasutamine
KÕIGE OLULISEM MEEDIA(TEGEVUS) 2017
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Kuni 24 25-34 35-49 50+
Raadio kuulamine
Televiisori vaatamine
Muusika striimimine
Ajalehtede ja/või ajakirjadelugemineMängukonsoolidega ja/võiarvutiga mängude mängimineVideote, filmide striimimine
Tavalise mobiiltelefonikasutamineNutitelefoni kasutamine
Arvutiga (tahvelarvuti, sülearvuti,lauaarvuti) interneti kasutamine
MEEDIA PARADIGMA MUUTUS
EBU MEDIA INTELLIGENCE SERVICE 2015
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Whole!is!less!than!the!sum!of!the!parts.!A!dissa4sfying!conclusion!to!media!consump4on!
Tradi&onal*media*franchising*
Allikas storycentraldigital
SPÄM?
Content
Web
Social
TV
Radio
Blogs
Apps
Kas ristmeedia tähendab sama loo rääkimist erinevatel platvormidel?
!!!!
Whole!is!more!sa, sfying!than!the!sum!of!the!parts.!
Transmedia*franchising*
Allikas storycentraldigital
1 + 1 + 1 < 3
1 + 1 + 1 > 3Allikas storycentraldigital
Lugu
Elamus
Ärimudel
AuditooriumTeostus
Platvorm
Lugu
Elamus
Ärimudel
AuditooriumTeostus
Platvorm
ˇ
LUGU, MIS PUUDUTAB JA JÄÄB MEELDE
• LÄBIMÕELDUD JA PÕNEV MEEDIASTRUKTUUR, MIS KASUTAB
ÄRA IGA PLATVORMI ERIPÄRA
• HAARA TARBIJA KAASA JA PAKU TALLE VÕIMALUST OSALEDA
• ÄRA OSTA MEEDIAT, PANE MEEDIA RAHA TEENIMA
Dagmar Mäe
KAS KÕIK ON LUBATUD?
TOYOTA'S MATRIX PRANK CAMPAIGN
Saatchi & Saatchi told that it had developed the campaign to target men
under 35 who hate advertising.
YourOtherYou
TOYOTA MATRIX YOUR OTHER YOU
YourOtherYou is a unique interactive experience enabling consumers to play
extravagant pranks. Simply input a little info about a friend (phone, address,
etc.) and we’ll then use it, without their knowledge, to freak them out
through a series of dynamically personalized phone calls, texts, emails and
videos.
TOYOTA MATRIX YOUR OTHER YOU
First, one of five virtual lunatics will contact your friend. They will seem to
know them intimately, and tell them that they are driving cross-country to
visit. It all goes downhill from there. The Matrix integrates seamlessly into
the experience and you can follow the progress of your prank in real-time
online. Each piece of the campaign assures that the experience is as Google-
proof as possible.
Ms Amber Duick received e-mails for five days from a fictitious man called Sebastian Bowler, from England, who said he was on the run from the law, knew her and where she lived, and was coming to her home to hide from the police.
In a lawsuit filed Sept. 28 2009 in Los Angeles Superior Court, Amber Duick
claims she had difficulty eating, sleeping and going to work during March and
April of last year after she was dragged into the campaign.
