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Addressable TV. Die Zukunft der Fernsehwerbung?

Addressable TV. Die Zukunft der Fernsehwerbung?

          
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About the Book

Studienarbeit aus dem Jahr 2018 im Fachbereich Medien / Kommunikation - Film und Fernsehen, Note: 1,3, Hochschule Fresenius; Hamburg, Sprache: Deutsch, Abstract: "Das lineare Fernsehen ist tot." So liest man es bereits seit einiger Zeit in diversen Branchenmagazinen oder hört es aus der Bevölkerung. Doch ist dies wirklich der Fall? Kann man so etwas überhaupt pauschal behaupten? Streamingportale wie beispielsweise Netflix oder Amazon Prime haben sich in den letzten Jahren rasant entwickelt und dabei dem klassischen linearen Fernsehen zunehmend die Zuschauer abgreifen können. Doch muss dies zwangsläufig das Ende für das Medium TV bedeuten? Gerade in Deutschland, in einem Land in dem die Bevölkerung durchschnittlich immer älter wird und sich die TV-Nutzung mit zunehmenden Alter deutlich erhöht, ist eine solche Aussage nicht ganz ohne. Fakt ist, dass sich das Fernsehnutzungsverhalten in den vergangenen Jahren stark verändert hat und sich in den nächsten Jahren auch noch weiterhin stark verändern wird. Dies sollten Werbungtreibende und Medienhäuser jedoch als Chance betrachten und sich dem veränderten Mediennutzungsverhalten anpassen, um künftig auch weiterhin zukunftsfähig zu bleiben und stabile Reichweiten gewährleisten zu können. Der technische Wandel und die Digitalisierung die vor allem in den vergangenen Jahren enorm an Geschwindigkeit zugelegt haben, bringen der Menschheit viele Vorteile mit sich. Unter anderem auch den klassischen TV-Vermarktern, die mit Addressable TV (ATV) eine neue Möglichkeit der Zielgruppen-gerichteten Ansprache über den Big Screen gefunden haben. Nun gilt es die bisherigen Möglichkeiten weiter auszubauen und neue Werbeformen zu entwickeln und im Markt zu etablieren. Die folgende Hausarbeit dreht sich daher rund um das Thema der adressierten TV-Ansprache und gibt - neben einem Überblick über die bisherigen Entwicklungen innerhalb der TV-Landschaft - auch einen Ausblick in Richtung naher Zukunft. Des Weiteren werden die verschiedenen Werbefo


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Product Details
  • ISBN-13: 9783668665224
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 28
  • Spine Width: 2 mm
  • Weight: 50 gr
  • ISBN-10: 3668665222
  • Publisher Date: 21 Mar 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Ein Überblick über die Möglichkeiten der personalisierten TV-Ansprache
  • Width: 148 mm


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