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IRIS Spezial - Neue Werbeformen in der konvergenten audiovisuellen Welt (2015)

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European Audiovisual Observatory
Format : Paper Papier Papier
978-92-871-8045-2
Type of document :
Book
Format :
Paper
Language :
German
Size :
A4
Number of pages :
104
Europäische Audiovisuelle Informationsstelle
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Wer hat Angst vor dem bösen Daten-Wolf? Das Gesicht der Werbung hat sich für immer verändert. „Kommerzielle Kommunikation“ (wie es heute heißt) findet mittlerweile in einem zunehmend konvergenten Medienuniversum statt. Dadurch verschwimmen die Grenzen zwischen realem Inhalt und Werbung immer mehr. Außerdem werden riesige Datenmengen – Stichwort „Big Data“ – mit allen Einzelheiten unseres Konsumverhaltens gespeichert und als Währung getauscht, damit Werbetreibende uns mit ihrer Botschaft präziser erreichen können. Diese IRIS Spezial behandelt Neue Formen kommerzieller Kommunikation im konvergenten audiovisuellen Sektor.
Neue Pflichtlektüre über die Zähmung des bösen Daten-Wolfs …

Neue Formen audiovisueller kommerzieller Kommunikation im konvergenten audiovisuellen Sektor
I. Neue Werbeformen im konvergenten audiovisuellen Sektor
II. Der aktuelle Rechtsrahmen – werberechtliche Bestimmungen auf europäischer Ebene in einer konvergenten Welt
III. Herausforderungen durch neue Formen kommerzieller Kommunikation
IV. Ist der aktuelle Rechtsrahmen bereit für den konvergenten Werbemarkt?
V. Fazit
Neue Werbetechniken und Finanzierungsmodelle für Fernsehveranstalter
I. Kommerzielle Kommunikationen
II. Fazit
Der europäische Online-Werbemarkt
I. Überblick über die europäische Online-Werbelandschaft – wichtigste Finanzdaten und Ökosystem
II. Die wichtigsten Ziele und Trends der Online-Displaywerbung
III. Ausblick
Der aktuelle europäische Rechtsrahmen
I. Einleitung
II. Der maßgebliche Rechtsrahmen der Europäischen Union für kommerzielle Kommunikation
III. Schlussbemerkungen
Herausforderungen durch neue Formen kommerzieller Kommunikation: Redaktionelle Verantwortung und Kontrolle
I. Kommerzielle Kommunikationen und Fernsehen: Warum ist das wichtig?
II. Nicht die erste Diskussion zu diesem Thema: Die EU-Mitteilung zu Auslegungsfragen in Bezug auf neue Werbeformen
III. Vergleich zwischen damals und heute
IV. Innovation in der Fernsehwerbung (und verwandten Bereichen)
V. Was erwartet uns als nächstes?
VI. Redaktionelle Verantwortung: Technologie stellt heute eine ernste und nie da gewesene Herausforderung für die Grundlagen unseres Regulierungssystems dar
VII. Mitteilungen zu Auslegungsfragen der AVMD-Richtlinie: nur eine Teillösung
VIII. Vom ACT identifizierte Grundsätze
IX. Aber wie packt man es an?
Datenschutz für konvergente Medien
I. Der kurze Weg vom „Medienmuseum“ zur vernetzten Multimedia-Welt
II. Datenschutz geht alle an
III. Das noch unterschätzte Problem von „Big Data“
IV. Lösungsansätze
Neue Werbeformen und das Datenschutzrecht
I. Neue Werbeformen
II. Das Recht auf Privatsphäre und das Recht auf den Schutz personenbezogener Daten
III. Datenschutzrecht und neue Werbeformen in der konvergenten Welt
IV. Vorschläge für eine Datenschutzverordnung
V. Fazit
Ein zukünftiger politischer Rahmen für Konvergenz: Neuer Wein in neuen Schläuchen
I. Einleitung
II. Wie sollte ein künftiger politischer Rahmen aussehen?
III. Fazit: Neuer Wein verdient neue Schläuche
Konvergenz und Divergenz: Das Zusammenwirken von Selbstregulierung und gesetzlichen Regelungen im Vereinigten Königreich
I. Die Regulierungslandschaft im Vereinigten Königreich
II. Medienübergreifende gemeinsame Standards
III. Medien verändern sich, Standards überdauern
IV. Das Zusammenspiel von Selbstregulierung und gesetzlichen Maßnahmen
V. Fazit

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