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%

40%

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

!!!!

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

Email

Print

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.

• andres.joesaar@tlu.ee