. ,   ,   
 

 


            Skyword       ,   ,           .      ⠖      .            ,    .                   ,          .     ,  Samsung, Marriott International, Philips, Microsoft, Nike, IBM  Siemens,            ,            -  .         B2B  B2C,      ,   ,     ,     .           ?     .





 ,  

. ,   ,   








  

  

  . 

 . 

  . 

-. 



 Robert McKee and Thomas Gerace, 2018

    , , .   -, 2019



  .           () .  ,  ,   ,  ,   ,          .  ,   ,     ,  ,          ,      ,   ,       .

,      ,  ,   ,        () ,        ,    .


* * *


 ,     .

 

         ,     .

 

       .    80       ,  ,    蠖          ,   .     .    .

 ,      , 2010.








 


 .    .                      .     .       .

   .   ,      ࠖ , , , ,  ,  ꠖ    ,       .

            ,            ,         .    ,           40    30%,       ,   Netflix, ,  [1 -           ,    Netflix  Hulu,      ,       .].

  ,     ,      ,   Tribune Media, 21st Century Media, SBC Media, Relativity Media, Cumulus Media, Next Media, Citadel Broadcasting, Sun-Times, Borders, Blockbuster, Readers Digest,        [2 - Dennis F. Herrick, Media Management in the Age of Giants (Albuquerque: University of New Mexico Press, 2012).].

 2015. 76% ,  Adobe, ,          ,        .      ,       .       , ,         .          ,     .    ,           . , ,          ,   ,      .

,    (push-)        ,         (pull-) .    , Harvard Business Review           ; TED       ;           .

,    ,    -    .        ,  ,    Apple,    ?  GE  , ,   Adobe[3 -     ?  GE .: www.storynomics.com/resources/ge (http://www.storynomics.com/resources/ge);   Apple: www.storynomics.com/resources/applemisunderstood (http://www.storynomics.com/resources/applemisunderstood); , ,   Adobe: www.storynomics.com/resources/adobe (http://www.storynomics.com/resources/adobe)],        ,       ,     .       ,             .    -  .            .

      .   ,    . 1- , ,  ,       ?,              .  2- , ,  ,      :  .

       .              ,   ,      . 3- ,  ,              .  4- ,   ?,      ,    .  5- ,  ,       ,        . , 6- ࠖ            .

   ,       .        ,       , ,   .     ,   . 7- ,     ,         ,          . 8- , ,   ,   ,              . 9- , ,   , ,       ,  ,   . 10- ,    ,   , ,            .  11- ,  ,         ,             .  12- , ,   ,       蠖            .  , 13- ࠖ ໠   ,          .

          ,             .  ,      ,       ,           .

   ,   Bloomberg Media Group,        :     ,       ,    ,   ,   ,        .

      .     storify       ;   storified 黠   ,   ;   storynomics ໠        -,    .

     :    ,  ;  ,     . 堖    ;    ,    .      ,           ,  -     .

      .  ,    ,        ,   .




 1

 





1

,  



   .  1700- .         ,      .           . -,      , ,  ,       .         ,       . -,        ,        ,      蠖 ,     .        .

 ,    -.     ,            ,    .    ,         .      ,      .

,   ,         .   ,   ,      .   ,      ,  ,      .         ,   ,   .

 ,       ,   -   .       .         Pennsylvania Gazette,   .     ,    ,       ,     [4 - http://www.pbs.org/benfranklin/l3_wit_master.html (http://www.pbs.org/benfranklin/l3_wit_master.html)v].

  :    ,     ,                       .     , ,       ,        .  ,       廠     ,  - .                .             .

 ,    ,   , ,         ,    頖    ,  ,     .

  ,   ,      XIX.:    ,     .                ,          .     .

  XIX.    ,         .     ,          .     (Ivory Soap)   ,    ,      $11 000.

 1897.   Ivory Soap   $300 000;           20%.     .

   .   XX.               ,   .   1906.        ,     ,       .  ,       ,       [5 -          ,  , 31  1920.,   BMK.  , 8  1921.,  KDKA          .   ,      Pitt Panthers     West Virginia Mountaineers   21:13. ,           .].








  1940- .              .        頖 ABC, NBC  CBS  50    -.   60      ,       .

            ,       .        ,      .

        ,   .               .  1950- .         .  1970- .   .       1980- .       1990-         .  ,           .  2011.          .









 


 2006.      ,      .    (DVR)    30-       .         ,        . ,        Forrester Research, ,          . 70%   ,  DVR            30-  [6 - http://adage.com/article/btob/assessing-dvrs-impact-tv-ads/263248 (http://adage.com/article/btob/assessing-dvrs-impact-tv-ads/263248)].

 2006.  Advertising Age :    ,  DVR,  30,      ,  60%        ;   24%         25%.

  Time,  2009  2013.   30-      -   12,5%.           .   2015.  Wall Street Journal   ,        ,     [7 - http://www.wsj.com/articles/cable-tv-shows-are-sped-up-to-squeeze-in-more-ads-1424301320? mod=WSJ_hpp_MIDDLENexttoWhatsNewsThird (http://www.wsj.com/articles/cable-tv-shows-are-sped-up-to-squeeze-in-more-ads-1424301320?mod=WSJ_hpp_MIDDLENexttoWhatsNewsThird)].      ,  :   - .    ,      .

    ,    ,    -  YouTube,   -, ..     [8 -  YouTube,   2005.,                .   2015.  YouTube    400   (http://www.reelseo.com/vidcon- (http://www.reelseo.com/vidcon-2015-strategic-insights-tactical-advice)2015-strategic-insights-tactical-advice (http://www.reelseo.com/vidcon-2015-strategic-insights-tactical-advice)).     YouTube   1 ,    -   .   ,         YouTube,   .       YouTube   1834  3549          (https://www.youtube.com/yt/press/statistics.html (https://www.youtube.com/yt/press/statistics.html)).].  Hulu       ,      .          ,           ,     .

,      .  2013.   ()                     [9 -         .        ,         ,                  ,     .].


* * *

 2016.          $605.    ,    ,     ,     Facebook  YouTube   [10 - https://www.emarketer.com/Article/US-Digital-Ad-Spending-Surpass-TV-this-Year/1014469 (https://www.emarketer.com/Article/US-Digital-Ad-Spending-Surpass-TV-this-Year/1014469)]. ,        ,     ,              ,        [11 - https://www.wsj.com/articles/ad-spending-growth-to-slow-significantly-in-20171480914002 (https://www.wsj.com/articles/ad-spending-growth-to-slow-significantly-in-2017-1480914002)].

 -    .









 


                ,       .     YouTube           .

  2005.     ,    .          :   .

  Netflix,    1990- .     DVD  ,   Blockbuster     [12 - Netflix     1999.        ,   DVD-         .                .  2007. Netflix        ,     1   DVD- (http://www.institutionalinvestor.com/article/3494635/banking-and-capital-markets-corporations/netflix-is-creating-a-cordless-nightmare-for-traditional-media.html#/.VmVgbeMrKRs (http://www.institutionalinvestor.com/article/3494635/banking-and-capital-markets-corporations/netflix-is-creating-a-cordless-nightmare-for-traditional-media.html#/.VmVgbeMrKRs)).].  2007.    Netflix    :                  .                 STB-.

 Netflix     ,              .    ,  $10  ,      .    Netflix     ,          .

   .    2016.    93,8   Netflix       [13 - http://www.theverge.com/2017/1/18/14312826/netflix-earnings-q4-2016-7-million-new-subscribers (http://www.theverge.com/2017/1/18/14312826/netflix-earnings-q4-2016-7-million-new-subscribers)].    :            2 .

      Netflix   .       , Netflix  modus operandi[1 - .:  . . .]     HBO        .       頖       ,          .   2016. Wall Street Journal :       $5 Netflix          [14 - http://www.wsj.com/articles/netflixs- global-growth-faces-new- threats-1453026602 (http://www.wsj.com/articles/netflixs-global-growth-faces-new-threats-1453026602)].








       . Netflix      ,    . ,                , Netflix     .        ,        .

    Netflix   .   2017.,   CNBC,  Netflix    116  ,    [15 - http://www.cnbc.com/2017/02/27/youtube-viewers-reportedly-watch-1-billion-hours-of-videos-a-day-us-tv-viewers-watch-125-billion-and-dropping.html (http://www.cnbc.com/2017/02/27/youtube-viewers-reportedly-watch-1-billion-hours-of-videos-a-day-us-tv-viewers-watch-125-billion-and-dropping.html)].        :   Netflix    116     頖   !

Netflix  .      HBO NOW  HBO GO[16 - Over-the-top,  OTT     ,         .  OTT   Netflix, Hulu, HBO NOW   .],   HBO  2015.,    2016.           25 [17 - https://arstechnica.com/business/2016/07/hbo-reports-record-viewership-netflix-subscriber-additions-are-down (https://arstechnica.com/business/2016/07/hbo-reports-record-viewership-netflix-subscriber-additions-are-down)].  2016.    -    Spotify   20    2017.  50 [18 - https://techcrunch.com/2017/03/02/spotify-50-million (https://techcrunch.com/2017/03/02/spotify-50-million)]. Apple           27         1  [19 - https://www.recode.net/2017/6/5/15740956/apple-music-subscribers-new-27-million (https://www.recode.net/2017/6/5/15740956/apple-music-subscribers-new-27-million)].   2015. YouTube     .

 Hulu,        Netflix,        .      21st Century Fox, NBCUniversal  Walt Disney, Hulu     .     ,  Netflix,            .

   2015.    .     Hulu  9 ⠖  14%    Netflix.  :  - .

   Hulu        $2  .     ,      ,    Hulu  ,        .








CBS   .   2014.     All Access    .   2016.     CBS          $4  [20 - http://fortune.com/2016/08/31/cbs-all-access-ad-free (http://fortune.com/2016/08/31/cbs-all-access-ad-free)].




 :   


22 1996.  The New York Times   ,            .    1990  2015.,       ,      37%,  2005.    ,        [21 - http://news.wgbh.org/2016/01/26/local-news/print-dying-digital-no-savior-long-ugly-decline-newspaper-business-continues (http://news.wgbh.org/2016/01/26/local-news/print-dying-digital-no-savior-long-ugly-decline-newspaper-business-continues)].








 2006.    .                  .            .

      .            ,      .       Netflix   .  2010.       [22 - http://redef.com/original/the-truth-and-distraction-of-us-cord-cutting (http://redef.com/original/the-truth-and-distraction-of-us-cord-cutting)].








      ,           [23 - http://sqad.com/news/market-saturates-costs-begin-deflating-even-prime-time-not-immune (http://sqad.com/news/market-saturates-costs-begin-deflating-even-prime-time-not-immune)].   ,    2007.   ,  2015.      [24 - http://blogs.wsj.com/cmo/2015/07/20/us-tv-ad-spending-fell-in-second-quarter (http://blogs.wsj.com/cmo/2015/07/20/us-tv-ad-spending-fell-in-second-quarter)].









    


            .  2008.        : ,          -.          ,    [25 - https://www.nngroup.com/articles/banner-blindness-old-and-new-findings (https://www.nngroup.com/articles/banner-blindness-old-and-new-findings)].

    Infolinks   :    -        ,  14%   ,   .  :      ,       [26 - http://www.mediapost.com/publications /article/196071/banner-blindness-60-cant-remember-the-last-disp.html (http://www.mediapost.com/publications/article/196071/banner-blindness-60-cant-remember-the-last-disp.html)].








       .   2015. PageFair  Adobe ,     198                  41%  .   Apple      iOS,    Apple   .     2016.          $41,4.             .








,      ,      . , ,            ,   ,    .      -  .

           . ,            ,     .       ,         .




 


             :   .      .  ,        ,             .      ,     .      ,           (brand affinity).

      .            .           ,     . ,         ,     ,     .




2

,  



    ,     ,   ,   .

       ,             ,              .

  ,         ,        ,       ,       .      ,          .  ,    ,   ,     ,   .

               .                     ,    Facebook  ,   .          .








 ?   1960- . comScore/ARSgroup   ,         [27 -            .      :           ,        .    ,   .                   .    ,   ,  ,       ,         .  1988.           13,8%.        6,4%.  ,   20     .        :        4,6% (http://adage.com/article/media/things-advertising-millennials/232163 (http://adage.com/article/media/things-advertising-millennials/232163)).].  ,         ,       .




  



   ,     :   .  ,     -           .




1. 


        ,         ,  ,      . ,    - ,      , ,  .

 .    ,      ,     .    ,     ,     :    ࠖ  ,   .      ,    ,    .  ,  蠖  ;  蠖       .  ,                  .

   蠖   Ivory Soap.       Procter & Gamble    ,     .       : Ivory Soap     ,          ,    ! ,   Ivory Soap   (, ,     )       .

                 .   ?




  .


 .


,  .


   Ivory Soap:




  .


  .


,   .


,            .       ꠖ ,  ,           !

       ,    : -,       ,      ; -,  ,      ,    .

                     .

  ,      젖     ,     .         ,   ,    .

 ,              [28 - http://advanced-hindsight.com (http://advanced-hindsight.com/)],          .  ,         ,          ,        Consumer Reports[2 -    ,             . . .].    :



       ,          :      ?     ?    ?     ?  ,         ?


,      ,   ,          Consumer Reports.            $407    $282,     ,      .         ,        ࠖ     [29 -  .  .  ,   . .: ,   , 2010.].

,           ,      ?

-,  .       ,       :    -  -,         , , : ,   -  -.         .    PowerPoint           .

-,  .          ,   .   .     .        ,     ,     ,   .     :  ,     ;  ,   ,    .




2. 


      ,       , ,     ,      ,        .

 

        .     ,       ,           . ,         ,        . ,  ,         ?

  Doyle Dane Bernbach (DDB)   ,         ,    . DDB       ,      ,               .




  .


   .

   ,     (https://www.litres.ru/robert-makki/storinomika-marketing-osnovannyy-na-istoriyah-v-postreklamnom/?lfrom=30410158&ffile=1)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes









1


.:  . . .




2


   ,             . . .










1


          ,    Netflix  Hulu,      ,       .




2


Dennis F. Herrick, Media Management in the Age of Giants (Albuquerque: University of New Mexico Press, 2012).




3


    ?  GE .: www.storynomics.com/resources/ge (http://www.storynomics.com/resources/ge);   Apple: www.storynomics.com/resources/applemisunderstood (http://www.storynomics.com/resources/applemisunderstood); , ,   Adobe: www.storynomics.com/resources/adobe (http://www.storynomics.com/resources/adobe)




4


http://www.pbs.org/benfranklin/l3_wit_master.html (http://www.pbs.org/benfranklin/l3_wit_master.html)v




5


         ,  , 31  1920.,   BMK.  , 8  1921.,  KDKA          .   ,      Pitt Panthers     West Virginia Mountaineers   21:13. ,           .




6


http://adage.com/article/btob/assessing-dvrs-impact-tv-ads/263248 (http://adage.com/article/btob/assessing-dvrs-impact-tv-ads/263248)




7


http://www.wsj.com/articles/cable-tv-shows-are-sped-up-to-squeeze-in-more-ads-1424301320? mod=WSJ_hpp_MIDDLENexttoWhatsNewsThird (http://www.wsj.com/articles/cable-tv-shows-are-sped-up-to-squeeze-in-more-ads-1424301320?mod=WSJ_hpp_MIDDLENexttoWhatsNewsThird)




8


 YouTube,   2005.,                .   2015.  YouTube    400   (http://www.reelseo.com/vidcon- (http://www.reelseo.com/vidcon-2015-strategic-insights-tactical-advice)2015-strategic-insights-tactical-advice (http://www.reelseo.com/vidcon-2015-strategic-insights-tactical-advice)).     YouTube   1 ,    -   .   ,         YouTube,   .       YouTube   1834  3549          (https://www.youtube.com/yt/press/statistics.html (https://www.youtube.com/yt/press/statistics.html)).




9


        .        ,         ,                  ,     .




10


https://www.emarketer.com/Article/US-Digital-Ad-Spending-Surpass-TV-this-Year/1014469 (https://www.emarketer.com/Article/US-Digital-Ad-Spending-Surpass-TV-this-Year/1014469)




11


https://www.wsj.com/articles/ad-spending-growth-to-slow-significantly-in-20171480914002 (https://www.wsj.com/articles/ad-spending-growth-to-slow-significantly-in-2017-1480914002)




12


Netflix     1999.        ,   DVD-         .                .  2007. Netflix        ,     1   DVD- (http://www.institutionalinvestor.com/article/3494635/banking-and-capital-markets-corporations/netflix-is-creating-a-cordless-nightmare-for-traditional-media.html#/.VmVgbeMrKRs (http://www.institutionalinvestor.com/article/3494635/banking-and-capital-markets-corporations/netflix-is-creating-a-cordless-nightmare-for-traditional-media.html#/.VmVgbeMrKRs)).




13


http://www.theverge.com/2017/1/18/14312826/netflix-earnings-q4-2016-7-million-new-subscribers (http://www.theverge.com/2017/1/18/14312826/netflix-earnings-q4-2016-7-million-new-subscribers)




14


http://www.wsj.com/articles/netflixs- global-growth-faces-new- threats-1453026602 (http://www.wsj.com/articles/netflixs-global-growth-faces-new-threats-1453026602)




15


http://www.cnbc.com/2017/02/27/youtube-viewers-reportedly-watch-1-billion-hours-of-videos-a-day-us-tv-viewers-watch-125-billion-and-dropping.html (http://www.cnbc.com/2017/02/27/youtube-viewers-reportedly-watch-1-billion-hours-of-videos-a-day-us-tv-viewers-watch-125-billion-and-dropping.html)




16


Over-the-top,  OTT     ,         .  OTT   Netflix, Hulu, HBO NOW   .




17


https://arstechnica.com/business/2016/07/hbo-reports-record-viewership-netflix-subscriber-additions-are-down (https://arstechnica.com/business/2016/07/hbo-reports-record-viewership-netflix-subscriber-additions-are-down)




18


https://techcrunch.com/2017/03/02/spotify-50-million (https://techcrunch.com/2017/03/02/spotify-50-million)




19


https://www.recode.net/2017/6/5/15740956/apple-music-subscribers-new-27-million (https://www.recode.net/2017/6/5/15740956/apple-music-subscribers-new-27-million)




20


http://fortune.com/2016/08/31/cbs-all-access-ad-free (http://fortune.com/2016/08/31/cbs-all-access-ad-free)




21


http://news.wgbh.org/2016/01/26/local-news/print-dying-digital-no-savior-long-ugly-decline-newspaper-business-continues (http://news.wgbh.org/2016/01/26/local-news/print-dying-digital-no-savior-long-ugly-decline-newspaper-business-continues)




22


http://redef.com/original/the-truth-and-distraction-of-us-cord-cutting (http://redef.com/original/the-truth-and-distraction-of-us-cord-cutting)




23


http://sqad.com/news/market-saturates-costs-begin-deflating-even-prime-time-not-immune (http://sqad.com/news/market-saturates-costs-begin-deflating-even-prime-time-not-immune)




24


http://blogs.wsj.com/cmo/2015/07/20/us-tv-ad-spending-fell-in-second-quarter (http://blogs.wsj.com/cmo/2015/07/20/us-tv-ad-spending-fell-in-second-quarter)




25


https://www.nngroup.com/articles/banner-blindness-old-and-new-findings (https://www.nngroup.com/articles/banner-blindness-old-and-new-findings)




26


http://www.mediapost.com/publications /article/196071/banner-blindness-60-cant-remember-the-last-disp.html (http://www.mediapost.com/publications/article/196071/banner-blindness-60-cant-remember-the-last-disp.html)




27


           .      :           ,        .    ,   .                   .    ,   ,  ,       ,         .  1988.           13,8%.        6,4%.  ,   20     .        :        4,6% (http://adage.com/article/media/things-advertising-millennials/232163 (http://adage.com/article/media/things-advertising-millennials/232163)).




28


http://advanced-hindsight.com (http://advanced-hindsight.com/)




29


 .  .  ,   . .: ,   , 2010.


