Deliverable 1: Building exchange rates for media currencies MOBIME

Research output: Book/ReportReportProfessional

Abstract

The aim of the MOBIME research project is to find answers to the challenge that Finland is lacking an intermedia currency, i.e. an exchange rate for buying and selling media advertising space in different media. The reason for building such exchange rates is to find better measures for cross-media advertising impact. Media currencies have been built for traditional media, but a radical transformation towards the digitalisation of media has been recently observed. The project objective is twofold: 1) to increase comparability between existing media currencies; and 2) to get more qualitative elements added to media surveys that are said to yield mainly quantitative results. The first objective is carried out by examining whether one single intermedia currency can be achieved, or whether exchange rates between intramedia currencies could be developed. The second objective is carried out by monitoring consumers' everyday media use and user experiences thereof. Comparability between media metrics and getting deeper insight into the roles of media in consumers' lives would benefit both media buyers and sellers.
Original languageEnglish
Place of PublicationHelsinki
Number of pages85
Publication statusPublished - 2010
MoE publication typeNot Eligible

Publication series

NameNext Media Tulosdokumentit
PublisherNext Media
No. WP 1, MOBIME, DELIVERABLE 1

Fingerprint

Exchange rates
Currency
Advertising media
User experience
Single currency
Finland
Buyers
Monitoring
Seller
Media use

Keywords

  • Media currency
  • media advertising

Cite this

Viljakainen, A., Järvinen, P., Siltanen, P., Kuukkanen, H., Lindqvist, U., Pajukanta, J., & Peltola, J. (2010). Deliverable 1: Building exchange rates for media currencies MOBIME. Helsinki. Next Media Tulosdokumentit, No. WP 1, MOBIME, DELIVERABLE 1
Viljakainen, Anna ; Järvinen, Paula ; Siltanen, Pekka ; Kuukkanen, Hannu ; Lindqvist, Ulf ; Pajukanta, Janne ; Peltola, Johannes. / Deliverable 1: Building exchange rates for media currencies MOBIME. Helsinki, 2010. 85 p. (Next Media Tulosdokumentit; No. WP 1, MOBIME, DELIVERABLE 1).
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Viljakainen, A, Järvinen, P, Siltanen, P, Kuukkanen, H, Lindqvist, U, Pajukanta, J & Peltola, J 2010, Deliverable 1: Building exchange rates for media currencies MOBIME. Next Media Tulosdokumentit, no. WP 1, MOBIME, DELIVERABLE 1, Helsinki.

Deliverable 1: Building exchange rates for media currencies MOBIME. / Viljakainen, Anna; Järvinen, Paula; Siltanen, Pekka; Kuukkanen, Hannu; Lindqvist, Ulf; Pajukanta, Janne; Peltola, Johannes.

Helsinki, 2010. 85 p. (Next Media Tulosdokumentit; No. WP 1, MOBIME, DELIVERABLE 1).

Research output: Book/ReportReportProfessional

TY - BOOK

T1 - Deliverable 1: Building exchange rates for media currencies MOBIME

AU - Viljakainen, Anna

AU - Järvinen, Paula

AU - Siltanen, Pekka

AU - Kuukkanen, Hannu

AU - Lindqvist, Ulf

AU - Pajukanta, Janne

AU - Peltola, Johannes

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AB - The aim of the MOBIME research project is to find answers to the challenge that Finland is lacking an intermedia currency, i.e. an exchange rate for buying and selling media advertising space in different media. The reason for building such exchange rates is to find better measures for cross-media advertising impact. Media currencies have been built for traditional media, but a radical transformation towards the digitalisation of media has been recently observed. The project objective is twofold: 1) to increase comparability between existing media currencies; and 2) to get more qualitative elements added to media surveys that are said to yield mainly quantitative results. The first objective is carried out by examining whether one single intermedia currency can be achieved, or whether exchange rates between intramedia currencies could be developed. The second objective is carried out by monitoring consumers' everyday media use and user experiences thereof. Comparability between media metrics and getting deeper insight into the roles of media in consumers' lives would benefit both media buyers and sellers.

KW - Media currency

KW - media advertising

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M3 - Report

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Viljakainen A, Järvinen P, Siltanen P, Kuukkanen H, Lindqvist U, Pajukanta J et al. Deliverable 1: Building exchange rates for media currencies MOBIME. Helsinki, 2010. 85 p. (Next Media Tulosdokumentit; No. WP 1, MOBIME, DELIVERABLE 1).