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出版European Audiovisual Observatory, 2017
主題Business & Economics / Industries / Hospitality, Travel & TourismBusiness & Economics / E-Commerce / Digital MarketingLaw / Communications
ISBN92871853609789287185365
URLhttp://books.google.com.hk/books?id=9894swEACAAJ&hl=&source=gbs_api
註釋As technology grows, so too do highly technologically influenced markets such as the audiovisual market. Already at the time of publishing the IRIS Special on 'New forms of commercial communications in a converged audiovisual sector' at the end of 2014,1 the claim for this report was: 'Who's afraid of the big bad data? The face of advertising has changed forever. 'Commercial communications' (as they are now known) now exist in an increasingly converged media universe. As a result, the lines between real content and advertising are increasingly unclear.' This is even truer today, as we face the emergence of a digital duopoly with Google and Facebook representing up to 85% of all digital advertising market growth in 2016 and the many challenges the whole industry has to address as a consequence. One of these is certainly the future of traditional advertising-financed media companies, such as commercial TV channels, newspapers and magazines which have a far more limited audience reach. A connected issue is the role of data, which has become the most valuable resource in the online economy, and which is also causing new social divide issues between citizens who can pay for the services and others who pay for them by providing their personal data and allowing themselves to be exposed to advertising. At the same time, consumers are becoming more demanding and are starting to reject interruptive advertising formats, which has in turn led advertisers and media companies to rethink how to capture attention. Against these market realities, legislation is undergoing a significant revision process with the reform of the Audiovisual Media Services Directive (AVMSD).