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IRIS Special - Les nouvelles formes de communications commerciales à l'heure de la convergence (2015)

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European Audiovisual Observatory
Format : Paper Papier Papier
978-92-871-8043-8
Type of document :
Book
Format :
Paper
Language :
French
Size :
A4
Number of pages :
107
Observatoire européen de l'Audiovisuel
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Qui a peur des grandes méchantes données ? Le visage de la publicité a changé pour toujours. Les « communications commerciales » (ainsi que nous les nommons désormais) existent dans un univers médiatique de plus en plus convergent. Par conséquent, les lignes séparant contenu réel et publicité sont de plus en plus floues. De plus, les « big data » ou données massives qui donnent des détails précis sur nos besoins et notre comportement en tant que consommateurs sont stockées et échangées comme une monnaie afin que les annonceurs puissent nous adresser des messages ciblés avec de plus en plus de précision. Cette publication IRIS Spécial porte sur "Les nouvelles formes de communications commerciales audiovisuelles à l’heure de la convergence du secteur audiovisuel".
Un nouveau rapport incontournable pour apprendre à apprivoiser le grand méchant loup des données...

Les nouvelles formes de communications commerciales à l’heure de la convergence du secteur audiovisuel
I. Les nouvelles formes de publicité à l’heure de la convergence du secteur de l’audiovisuel
II. Le cadre juridique actuel : les dispositions du droit de la publicité à l’échelon européen dans un monde de convergence
III. Défis posés par les nouvelles formes de communications commerciales
IV. Le cadre juridique actuel est-il prêt pour un marché publicitaire convergent ?
V. Synthèse
Nouvelles techniques publicitaires et nouveaux modèles de financement pour les radiodiffuseurs télévisés
I. Les communications commerciales
II. Conclusion
Le marché européen de la publicité en ligne
I. Aperçu du paysage européen de la publicité en ligne – principales données financières1 et écosystème
II. Principaux objectifs et tendances de l’affichage publicitaire en ligne
III. Perspectives
Le cadre juridique européen en vigueur
I. Introduction
II. Cadre juridique de l’Union européenne applicable aux communications commerciales
III. Observations finales
Les défis posés par les formes de communication commerciale émergentes : responsabilité éditoriale et contrôle
I. Les communications commerciales et la télévision : en quoi est-ce important ?
II. Un débat qui n’est pas nouveau : la Communication interprétative de la CE sur les nouvelles formes de publicité
III. Comparaison entre hier et aujourd’hui
IV. L’innovation dans la publicité télévisuelle (et les domaines connexes)
V. A quoi faut-il s’attendre ?
VI. Responsabilité éditoriale : la technologie pose aujourd’hui un défi de  grande ampleur et sans précédent au fondement de notre système de réglementation
VII. Les communications interprétatives de la Directive SMAV n’offrent qu’une solution partielle
VIII. Principes dégagés par l’ACT
IX. Alors comment faire ?
La protection des données à l’heure de la convergence des médias
I. Le plus court chemin du « musée des médias » à un monde connecté et multimédia
II. La protection des données est l’affaire de tous
III. Le problème encore sous-estimé du « big data »
IV. Solutions
Nouvelles formes de communications commerciales et législation en matière de protection des données
I. Nouvelles formes de communications commerciales
II. Droit à la vie privée et droit à la protection des données personnelles
III. Législation en matière de protection des données et nouvelles formes de communications commerciales dans un secteur audiovisuel convergent
IV. Propositions pour un règlement sur la protection des données
V. Conclusion
Vers un nouveau cadre général de la convergence : Un nouveau contenu dans un nouveau contenant
I. Introduction
II. Quel devrait être la forme du futur cadre général ?
III. Conclusion : un nouveau contenu mérite un nouveau contenant
Convergence et divergence : l’interaction entre autorégulation et cadre légal au Royaume-Uni
I. Le paysage réglementaire au Royaume-Uni
II. Normes communes à tous les médias
III. Médias changeants, normes durables
IV. L’interaction entre autorégulation et mesures d’ordre législatif
V. Conclusion

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