{"id":13,"date":"2024-04-04T03:22:59","date_gmt":"2024-04-04T00:22:59","guid":{"rendered":"https:\/\/sisu.ut.ee\/turunduskommunikatsioon1\/valimeedia\/"},"modified":"2024-04-04T03:23:04","modified_gmt":"2024-04-04T00:23:04","slug":"valimeedia","status":"publish","type":"page","link":"https:\/\/sisu.ut.ee\/turunduskommunikatsioon1\/valimeedia\/","title":{"rendered":"V\u00e4limeedia"},"content":{"rendered":"<div id=\"id29\" class=\"FreeTextIdevice\">\n<div class=\"iDevice emphasis0\">\n<div id=\"ta29_1\" class=\"block\">\n<p><strong>\u00dclevaade<\/strong><\/p>\n<p>\u2013 V\u00e4limeedia ehk OOH- (<em>out of home<\/em>) meedia on tinglikult k\u00f5ik avalikus ruumis asuvad meediapinnad. Traditsioonilise<em>offline<\/em>-reklaamkanalina ei kao v\u00e4lireklaamid ja -stendid ilmselt niipea kuhugi, kuna on tihedalt seotud inimeste igap\u00e4evaeluga (linnaruum, maanteede \u00e4\u00e4res jm). Uue m\u00f5\u00f5tme annab v\u00e4lireklaamile aga v\u00e4liekraanide kiire areng aina suuremaks, \u00f5hemaks ja soodsamaks, mis saabki ilmselt l\u00e4hiaastatel peamiseks v\u00e4lireklaami suunan\u00e4itajaks. Kuna digiekraanid muutuvad ka \u00fcha odavamaks, vahetatakse staatilisi reklaamipindu mitmeotstarbeliste digitaalsete pindade vastu v\u00e4lja. P\u00f5nevaks n\u00e4iteks on ka Tallinna linnaruumi lisandunud esimesed info-, disiani- ja reklaamipindadena kasutatavad t\u00e4ism\u00f5\u00f5tmetes majafassaadid (nt Exploreri maja).<\/p>\n<p>\u2013 (vt ka IV \u00f5piobjekt \u201eTurunduskommunikatsioonikanalite ja v\u00f5tete omavaheline integreerimine\u201d ptk 3 \u201eTurunduskommunikatsiooni suunad ja arengud\u201d).<\/p>\n<p><strong>Rakendusv\u00f5imalused<\/strong><\/p>\n<p>Enamasti on valimeedia kasutusel teiste kanalitega integreeritult ja suurema kampaania osana. Peamised eristumisv\u00f5imalused v\u00e4lireklaamis on j\u00e4rgmised:<\/p>\n<ul>\n<li>erilahendused ja meediapindade oskuslik planeerimine\/kasutamine (asukoht, sihtr\u00fchma liikumistrajektoor jm);<\/li>\n<li>kampaania raames s\u00f5numitega m\u00e4ngimine (viitega nt teisele kanalile v\u00f5i sidudes\/m\u00f5testades teistes kanalites edastatavaid s\u00f5numeid);<\/li>\n<li>nutikad s\u00f5numid\/s\u00f5nam\u00e4ngud ja loomingulised disainilahendused;<\/li>\n<li>omaette m\u00f5\u00f5tme toob v\u00e4lireklaamile juurde alternatiivsete (meedia)pindade kasutamine (<em>ambient media<\/em>) ehk avaliku ruumi nutikas kasutamine turunduskommunikatsiooniks.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"id30\" class=\"preknowledgeIdevice\">\n<div class=\"valem-q\"><img loading=\"lazy\" decoding=\"async\" width=\"48\" height=\"48\" class=\"alignnone wp-image-21\" src=\"https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/212\/icon_preknowledge.gif\" title=\"icon_preknowledge.gif\" alt=\"icon_preknowledge.gif\">\u00a0<span class=\"valem-t\">N\u00c4IDE<\/span>\n<div class=\"iDevice_inner\">\n<div id=\"ta30_51_2\" class=\"block\">\n<p>Konkursi \u201eEpica Awards 2011\u2033 v\u00e4lireklaami peaauhinna v\u00f5itis Land Rover Defenderi t\u00f6\u00f6ga agentuur Rainey Kelly Campbell Roalfe\/Y&amp;R.<\/p>\n<p>Hea n\u00e4ide, kuidas leidliku visuaalse lahendusega on v\u00f5imalik edasi anda kogu reklaams\u00f5num ning t\u00e4iendavat tekstilist osa enam tarvis ei ole. V\u00e4lireklaami puhul, kus reklaami s\u00fcvenemise aeg on \u00fcldiselt piiratud, on selline lahendus ideaalne.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"560\" height=\"378\" class=\"alignnone wp-image-26\" src=\"https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/212\/valimeedia_naide1.jpg\" title=\"valimeedia_naide1.jpg\" alt=\"valimeedia_naide1.jpg\" srcset=\"https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/212\/valimeedia_naide1.jpg 560w, https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/212\/valimeedia_naide1-300x203.jpg 300w\" sizes=\"auto, (max-width: 560px) 100vw, 560px\"><\/p>\n<p><em>Allikas: Adforum \u2026 2012.<\/em>\u00a0URL (kasutatud m\u00e4rts 2017) http:\/\/www.adforum.com\/award-organization\/6650180\/showcase\/2011\/ad\/34464877.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"id31\" class=\"preknowledgeIdevice\">\n<div class=\"valem-q\"><img loading=\"lazy\" decoding=\"async\" width=\"48\" height=\"48\" class=\"alignnone wp-image-21\" src=\"https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/212\/icon_preknowledge.gif\" title=\"icon_preknowledge.gif\" alt=\"icon_preknowledge.gif\">\u00a0<span class=\"valem-t\">N\u00c4IDE<\/span>\n<div class=\"iDevice_inner\">\n<div id=\"ta31_52_2\" class=\"block\">\n<p>Oskuslik linnaruumi- ja olemasoleva ressursi kasutus valimeediaks.<\/p>\n<p>SEB internetipanga lansseerimisel kasutati reklaamipinnana peahoonet.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"426\" class=\"alignnone wp-image-27\" src=\"https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/212\/valimeedia_naide2.jpg\" title=\"valimeedia_naide2.jpg\" alt=\"valimeedia_naide2.jpg\" srcset=\"https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/212\/valimeedia_naide2.jpg 640w, https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/212\/valimeedia_naide2-300x200.jpg 300w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\"><\/p>\n<p><em>Foto: Age McCann.<\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"id32\" class=\"preknowledgeIdevice\">\n<div class=\"valem-q\"><img loading=\"lazy\" decoding=\"async\" width=\"48\" height=\"48\" class=\"alignnone wp-image-21\" src=\"https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/212\/icon_preknowledge.gif\" title=\"icon_preknowledge.gif\" alt=\"icon_preknowledge.gif\">\u00a0<span class=\"valem-t\">N\u00c4IDE<\/span>\n<div class=\"iDevice_inner\">\n<div id=\"ta32_53_2\" class=\"block\">\n<p>P\u00f5nev linnaruumi kasutus ning garanteeritud t\u00e4helepanu (rahvusvahelises) pressis.<\/p>\n<p>Kolmem\u00f5\u00f5tmeline t\u00e4navamaaling Reeboki reklaamis.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"426\" class=\"alignnone wp-image-28\" src=\"https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/212\/valimeedia_naide3.jpg\" title=\"valimeedia_naide3.jpg\" alt=\"valimeedia_naide3.jpg\" srcset=\"https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/212\/valimeedia_naide3.jpg 640w, https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/212\/valimeedia_naide3-300x200.jpg 300w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\"><\/p>\n<p><em>Allikas: Ads of the World \u2026 2012.<\/em>\u00a0URL (kasutatud veebruar 2013)<a href=\"http:\/\/adsoftheworld.com\/media\/ambient\/reebok_crossfit_3d_street_art\" target=\"_blank\" rel=\"noopener\">http:\/\/adsoftheworld.com\/media\/ambient\/reebok_crossfit_3d_street_art<\/a>.<\/p>\n<p>Vaata reklaami valmimise lugu (kasutatud m\u00e4rtsis 2017):<\/p>\n<p><\/p><div class=\"ratio ratio-16x9 mb-3\"><div class=\"video-placeholder-wrapper video-placeholder-wrapper--16x9\">\n\t\t\t    <div class=\"video-placeholder d-flex justify-content-center align-items-center\">\n\t\t\t        <div class=\"overlay text-white p-2 w-100 text-center d-block justify-content-center align-items-center\">\n\t\t\t            <div>Kolmandate osapoolte sisu n\u00e4gemiseks palun n\u00f5ustu k\u00fcpsistega.<\/div>\n\t\t\t            <button class=\"btn btn-secondary btn-sm mt-1 consent-change\">Muuda n\u00f5usolekut<\/button>\n\t\t\t        <\/div>\n\t\t\t    <\/div>\n\t\t\t<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"id33\" class=\"preknowledgeIdevice\">\n<div class=\"valem-q\"><img loading=\"lazy\" decoding=\"async\" width=\"48\" height=\"48\" class=\"alignnone wp-image-21\" src=\"https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/212\/icon_preknowledge.gif\" title=\"icon_preknowledge.gif\" alt=\"icon_preknowledge.gif\">\u00a0<span class=\"valem-t\">N\u00c4IDE<\/span>\n<div class=\"iDevice_inner\">\n<div id=\"ta33_54_2\" class=\"block\">\n<p>Nutikad n\u00e4ited keskkonna ja loodusliku pinnase kasutamisel reklaamikanalina.<\/p>\n<p>Lumi kui reklaamipind:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" class=\"alignnone wp-image-29\" src=\"https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/212\/valimeedia_naide4_1.jpg\" title=\"valimeedia_naide4_1.jpg\" alt=\"valimeedia_naide4_1.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" class=\"alignnone wp-image-30\" src=\"https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/212\/valimeedia_naide4_2.jpg\" title=\"valimeedia_naide4_2.jpg\" alt=\"valimeedia_naide4_2.jpg\"><\/p>\n<p><em>Allikas: Mind the Curb \u2026 2012.<\/em><\/p>\n<p>Murureklaam ja liivale riisutud reklaam:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" class=\"alignnone wp-image-31\" src=\"https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/212\/valimeedia_naide4_3.jpg\" title=\"valimeedia_naide4_3.jpg\" alt=\"valimeedia_naide4_3.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" class=\"alignnone wp-image-32\" src=\"https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/212\/valimeedia_naide4_4.jpg\" title=\"valimeedia_naide4_4.jpg\" alt=\"valimeedia_naide4_4.jpg\"><\/p>\n<p><em>Allikas: Mind the Curb \u2026 2012.<\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"id34\" class=\"objectivesIdevice\">\n<div class=\"valem-q\"><img loading=\"lazy\" decoding=\"async\" width=\"48\" height=\"48\" class=\"alignnone wp-image-22\" src=\"https:\/\/sisu.ut.ee\/wp-content\/uploads\/sites\/212\/icon_objectives.gif\" title=\"icon_objectives.gif\" alt=\"icon_objectives.gif\">\u00a0<span class=\"valem-t\">VASTA K\u00dcSIMUSTELE!<\/span>\n<div class=\"iDevice_inner\">\n<div id=\"ta34_55_2\" class=\"block\">\n<ul>\n<li>Loetlege v\u00f5tteid, kuidas k\u00f6ita tarbijate t\u00e4helepanu v\u00e4lireklaamiga.<\/li>\n<li>Tooge m\u00f5ni n\u00e4ide oma kogemusest, kus v\u00e4lireklaam on (hiljuti) teie t\u00e4helepanu k\u00f6itnud. Hinnake, kas reklaam saavutas oma eesm\u00e4rgi.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>\u00dclevaade \u2013 V\u00e4limeedia ehk OOH- (out of home) meedia on tinglikult k\u00f5ik avalikus ruumis asuvad meediapinnad. Traditsiooniliseoffline-reklaamkanalina ei kao v\u00e4lireklaamid ja -stendid ilmselt niipea kuhugi, kuna on tihedalt seotud inimeste igap\u00e4evaeluga (linnaruum, maanteede \u00e4\u00e4res jm). Uue m\u00f5\u00f5tme annab v\u00e4lireklaamile aga &#8230;<\/p>\n","protected":false},"author":13,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"class_list":["post-13","page","type-page","status-publish","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/sisu.ut.ee\/turunduskommunikatsioon1\/wp-json\/wp\/v2\/pages\/13","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sisu.ut.ee\/turunduskommunikatsioon1\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/sisu.ut.ee\/turunduskommunikatsioon1\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/sisu.ut.ee\/turunduskommunikatsioon1\/wp-json\/wp\/v2\/users\/13"}],"replies":[{"embeddable":true,"href":"https:\/\/sisu.ut.ee\/turunduskommunikatsioon1\/wp-json\/wp\/v2\/comments?post=13"}],"version-history":[{"count":1,"href":"https:\/\/sisu.ut.ee\/turunduskommunikatsioon1\/wp-json\/wp\/v2\/pages\/13\/revisions"}],"predecessor-version":[{"id":56,"href":"https:\/\/sisu.ut.ee\/turunduskommunikatsioon1\/wp-json\/wp\/v2\/pages\/13\/revisions\/56"}],"wp:attachment":[{"href":"https:\/\/sisu.ut.ee\/turunduskommunikatsioon1\/wp-json\/wp\/v2\/media?parent=13"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}