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Connected TV Advertising
(2024)
Diese Masterarbeit befasst sich mit der Analyse von Connected TV Advertising,
speziell aus der Perspektive von Vermarktern. Das Ziel dieser Arbeit ist es, basierend
auf Erfolgsfaktoren für erfolgreiche Tätigkeit im CTV Advertising aus der Perspektive
von Vermarktern Handlungsempfehlungen zu formulieren und dadurch auch in ihrer
Gesamtheit als eine Art Gebrauchsanweisung verstanden zu werden, die das Konzept
von Connected TV Advertising sowohl allgemein als auch speziell für die
Vermarkterperspektive erklärt und beschreibt, wie es erfolgreich umgesetzt werden
kann, beziehungsweise wie Vermarkter optimal in diesem Bereich handeln sollten.
Organisatorische Aspekte, Einbindung und Monetarisierung von CTV Advertising als
Vermarkter, Daten und Targeting, Messung und KPIs sowie Herausforderungen und
Zukunftsaussichten sind dabei die Kategorien, aus denen die zu analysierenden
Erfolgsfaktoren abgeleitet werden und zu interdependenten Handlungsempfehlungen
zusammengetragen werden. Diese Kategorien bilden die Grundlage für die nach
Mayring durchgeführte qualitative Inhaltsanalyse. Nach dieser Methodik werden die
Inhalte der im Rahmen dieser Arbeit durchgeführten Experteninterviews analysiert und
ausgewertet. Die Masterarbeit zeigt, dass Connected TV Advertising eine Vielzahl an
Vorteilen bietet. Als Ergebnis dieser Masterarbeit ist zum einen eine grundlegende
Übersicht zu allen relevanten Begriffen der Thematik und eine Beschreibung von
Funktion, Markt und Nutzern von CTV vorzuweisen, die auf verschiedenen Studien und
anderen Sekundärquellen beruht. Zum anderen liefert die Arbeit praxisnahe
Handlungsempfehlungen für Vermarkter basierend auf dem generierten
Expertenwissen, welche bisher eher unerforschte Erkenntnisse zum Forschungsstand
beitragen und somit einen Mehrwert für das Themengebiet darstellen.
A synergetic coupling of Blue-Green Infrastructure (BGI) with other uses could provide sustainable ecosystem-based solutions to the challenges faced by urban centres. The impact of human-made climate change on urban centres and human nutrition calls for changes in the management of urban land, to alleviate its accumulating negative impacts. The present study proposes the use of elements of Integrated Aquaculture, such as hydroponic systems, as an element of BGI to provide a nature-based solution to developing self-sufficient and sustainable urban food systems, alongside the provision of ecosystem services. The food production potential of BGI was investigated through two experiments, each of which lasted four weeks – an indoor experiment with three plant species, Pak Choi (Brassica rapa var. chinensis), Iceberg Lettuce (Lactuca sativa L.) and Chinese Cabbage (Brassica pekinensis L.), grown in small Deep Water Culture (DWC) hydroponic units under controlled conditions to unserstand its nutrient uptake and biomass production potential, and an outdoor experiment where the plant species were grown in a hydroponic DFT-based Swimming Islands installed in a stormwater retention pond at Hof University of Applied Sciences, where its ability to compete in the external environment and produce food was studied. The plant species were found to reduce nitrate and phosphate in the small DWC units in the indoor experiment, with an average weekly phosphate removal of approximately 37%, 30% and 30% achieved by Pak Choi, Iceberg Lettuce and Chinese Cabbage respectively. In the first week of the experiment, an average nitrate depletion of approximately 80%, 62% and 70% were observed in the system (attributable not only to the plant species), and an average total above-root fresh biomass of approximately 80 g, 248 g and 62 g respectively was produced by Pak Choi, Iceberg Lettuce, Chinese Cabbage. However, the biomass production in the outdoor experiment was relatively much smaller.
The experiments in the present study showed that the plant species considered could reduce, in hydroponic Deep-Flow-Technique (DFT), nitrogen and phosphorus from water and do not need an additional oxygen supply of the holding water with technical equipment. Indeed, crops, such as Pak Choi, Iceberg Lettuce and Chinese cabbage could compete with external conditions and were suitable for use in DFT Swimming Islands during the summer months on a stormwater retention pond at Hof University. The suitability of the crops studied, in the form of hydroponics as BGI, to provide food in addition to ecosystem services was found to be unsatisfactory in the present study. This implies that additional research is necessary to investigate the resilience and nutrient demands of plant species that could potentially be used for food production within such environments.
Die Masterarbeit behandelt die Thematik der Verarbeitung von personenbezogenen Daten im Rahmen strafrechtlicher Ermittlungen, die aufgrund einer Einwilligung der betroffenen Person vorgenommen werden. Dabei werden die datenschutzrechtlichen Voraussetzungen analysiert, um festzustellen welche Vorgaben aus den zugrundeliegenden Datenschutzgesetzen beachtet werden müssen und wie diese umzusetzen sind. Hierbei wird sich maßgeblich auf das Bundesdatenschutzgesetz gestützt, welches die von der Europäischen Union erlassene JI-Richtlinie in Deutschland umsetzt. Dabei wird zunächst am Beispiel des Angebotes der Atemalkoholkontrolle durch die Polizei im Rahmen einer Verkehrskontrolle einführend die Praxisrelevanz der Frage dargestellt. Neben einer Darstellung der sich aus dem Bundesdatenschutzgesetz ergebenden Datenschutzgrundsätze und deren Ausprägung im Kontext der behördlichen Datenverarbeitung wird vor allem auf die speziellen Probleme der Einwilligung Bezug genommen. Hierbei zählt zum einen die Frage der Notwendigkeit des Vorliegens einer Rechtsvorschrift, welche die Einwilligung als legitime Verarbeitung bedenkt, womit derzeit nur wenige Vorschriften der Strafprozessordnung ausgestattet sind. Zum anderen wird das Verhältnis zwischen Staat und Bürger problematisiert, da die Durchführung einer polizeilichen Maßnahme für den Bürger immer eine Drucksituation bedeutet. Die Arbeit untersucht, inwiefern unter diesen Bedingungen die freiwillige Abgabe einer Einwilligung erfolgen kann und stellt dabei auch heraus, welche Informations- und Dokumentationspflichten seitens der verarbeitenden Behörde erbracht werden müssen. Die Thesis schließt mit dem Fazit, dass sich die Verarbeitung im Rahmen strafprozessualer Maßnahmen durch die Polizei auf einzelne Ausnahmefälle beschränkt. Die Hürden der Vornahme der Verarbeitung sind in der Praxis zu hoch, da die tatsächliche freiwillige Abgabe der Einwilligung des Betroffenen durch die Polizei nur schwer nachgewiesen werden kann und damit das Risiko einer staatlichen Datenverarbeitung ohne Rechtsgrundlage hoch ist.
This master thesis aims to investigate the current state of wastewater treatment practices in the Jordanian cement industry and explore the potential for transferring advanced techniques from the global state of the art. The research will analyze the existing wastewater management approaches, identify areas for improvement, and provide recommendations for implementing more efficient and environmentally sustainable treatment methods in selected Jordanian cement companies. By examining the current challenges and opportunities, this study seeks to contribute to the advancement of wastewater treatment in the Jordanian cement sector, ultimately promoting environmental stewardship and responsible industrial practices.
Buildings are as diverse as people themselves. As a result, it has become difficult to keep track of the technologically possible measures. But climate change is advancing and those who do not adapt to this change will have a hard time in the future. The goal is to investigate Green Buildings and identify possibilities for KSB to adapt to the future.
The research topic is as follows: "The Future of Sustainable Building: Potential Analysis of Green Buildings from a Water Management Perspective exemplified by KSB SE & Co. KGaA." The research topic was approached in two ways. Firstly, a literature search was carried out on existing green buildings. Secondly, KSB internal and KSB external experts were interviewed to assess the future situation. In this way, potentials for KSB in the area of green building were identified. The potentials were subsequently evaluated using the Priority Model of Sustainability. For this purpose, beneficial attributes were named for the respective dimension of sustainability and the respective potential. The attributes are used for potential analysis and were all worth one point in each dimension. The point scale starts at 0 (if a potential in a particular dimension does not offer any namable advantages) and ends at a maximum score of 10.
The results suggest that increased digitalization of the company's own products will bring great opportunities in the future. In addition, the results and research show that in the future the focus will be much more on the natural handling of rainwater. Similar to the increase in interest in rainwater management, there are opportunities for OEM partnership with urban greening companies.
Continued engagement in these matters will be the way forward.
Maintaining balance in the hydrological cycle is crucial for nature, but extreme weather events such as droughts and heavy downpours can disrupt it. Unfortunately, the frequency of such events has increased in recent years and is expected to continue in the future (IPCC, 2021). Urban areas are particularly vulnerable to this condition, due to its sealed surfaces and limited green spaces resulting from anthropogenic activities. Decentralized stormwater management strategies are realised to be better in mitigating the effects of such events, and this research aims to explore the importance of green buildings in managing stormwater in the selected catchment areas. Two properties have been chosen for the study: an elementary school in Schauenstein and Hof University of Applied Science. The study examines in detail the general characteristics of the chosen areas, their historical climatic data, and the KOSTRA DATA (refer 3.7). The research analyses the selected buildings and their surrounding properties, the various components of their water balance involved, the methods to calculate them, its advantages, limitations, and requirements were also compared. Based on the study, an excel-based calculation model has been developed focusing on the stormwater management aspect, to find out the major components involved in the water balance of the green building and its surrounding properties that can control surface runoff from the property. The developed calculation model works on the major aspects of water accumulation and consumption of selected green buildings and its surroundings. The tool can be used to predict runoff from the properties during different storm events, based on which the volume of a stormwater collection tank can be calculated, which can store runoff from the catchment area and can be used during droughts for irrigation purposes, thereby reducing the pressure on drainage flow and water treatment plants. The study also tries to identify the effects of water balance parameters like rainfall, evapotranspiration and storage on runoff from a property. The model also checks the tank's condition for future storm events with a 3, 5,10 and 100-year return period, using KOSTRA DATA 2020. Both the study areas are assumed to have green roofs, and the runoff results from the roofs occupied by them are validated using detention modeller software developed by green roof diagnostics.
Approximately 71% of Earth's surface is covered by water, with only 3% being fresh water suitable for human use, a majority of which is trapped in glaciers and permafrost. Freshwater ecosystems, vital for sustaining life and biodiversity, face heavy utilization by humans, mainly for agriculture, industry, and municipal needs, leading to an annual freshwater consumption of 32,928 km³. Agriculture is responsible for approximately 70% of this consumption, highlighting the critical need to enhance water-use efficiency in the face of escalating scarcity and the projected requirement for a 15% increase in freshwater withdrawals, necessary to support a 50% growth in agricultural production by 2050. Soil health plays a pivotal role in sustainable agriculture, influencing plant production, water quality, and nutrient recycling. In this context, precision agriculture, particularly sensor-based approaches like LoRaWAN, emerges as a key solution with its low power usage, long-range capabilities, and cost-effectiveness. However, their adoption is limited in small to medium-scale farms, primarily in regions lacking mechanized farming, due to high initial investments and extended return periods. Challenges include the cost of new technology adoption, training, and the high expense of purchasing and maintaining advanced hardware.
This thesis focuses on making precision agriculture more accessible to smaller farms by exploring affordable hardware alternatives based on LoRaWAN technologies. This involves establishing a LoRaWAN test station at Hochschule Hof to test both affordable and expensive sensors variants in agricultural-like conditions for generating valuable data. The objective is to assess the practicality of using more economical sensor variants against their expensive counterparts and to develop a method for a data-driven comparative analysis of these sensors' performance in agricultural applications.
The conclusion of the thesis reveals that the LoRaWAN test station at Hochschule Hof successfully tested both affordable and expensive sensor variants. The affordable sensors effectively measured parameters like air temperature, humidity, and light intensity, but were less precise for scientific research in aspects like wind direction. Notable deviations in some weather and soil profile measurements indicate the necessity of additional studies. The research also evaluated the independent system set up at the university, noting its effectiveness and economic benefits compared to the Decentlab platform, albeit lacking in data visualization. Ultimately, the feasibility of replacing expensive sensors with affordable variants in precision agriculture was explored, with detailed findings and recommendations presented.
As we move deeper into the 21st century, the roles of artificial intelligence (AI) and robotics in shaping our world are becoming undeniably critical. These technologies stand at the cusp of transforming societal structures, enhancing life quality, and catalyzing human advancement in ways we've never seen before. It's essential to grasp the profound impact AI and robotics will have on our collective future. n terms of economic development and employment, AI and robotics are redefining industry norms through the automation of monotonous tasks, boosting of productivity levels, and minimization of costs. Despite worries about the potential loss of jobs, these innovations offer a silver lining by generating new roles in nascent fields like AI engineering, data analysis, and the development of interactive technologies between humans and machines. These are only a few examples. Therefore, the need for experts is constantly growing. In the course ‘applied robotics’ students implemented various projects, where they used state of the art methods from ai and robotics.
Der Begriff des „Metaverse“ umschreibt das Zusammenwachsen von virtueller und physischer Welt. Die dahinterstehende technische Entwicklung führt zu einer Veränderung der Marktbedingungen und soll neue Geschäftsmodelle ermöglichen – auch im Bereich der Festivalökonomie. Der Text widmet sich den Chancen und Herausforderungen die das Metaverse der Veranstaltungs- und Musikbranche und dabei insbesondere dem Metal-Segment sowie den einschlägigen Festivals im Metaversum eröffnet. Der Beitrag nähert sich dem Thema konzeptionell, auf Basis einer ethnographischen Analyse von Use Cases, deren Übertragbarkeit auf diesen Kontext untersucht wird. Dabei zeigt sich, dass die Inszenierung von Live-Musik im Bereich des Metals im virtuellen Raum aktuell nur mit Einbußen des Festivalflairs und des Erlebnischarakters möglich ist, jedenfalls dann, wenn herkömmliche „physische“ Festival-Erfahrungen als Maßstab herangezogen werden. Potenziale ergeben sich jedoch durch den Vertrieb virtueller Güter und die Nutzbarmachung digitaler Services als Verlängerung der Vermarktungswertkette von Konzertevents. Insgesamt bedarf es einer medienadäquaten Inszenierung und des angemessenen Rückgriffs auf einschlägige Instrumente der virtuellen Sphäre um in diesem Kontext erfolgreich zu sein.
This book summarizes studies conducted by the Empirical Research and User Experience (ERUX) research group at the Institute for Information Systems (iisys) at Hof University of Applied Sciences over the period 2019 to 2022. The main topic focuses on “The Human-Machine-Interface in Advanced Driver Assistance Systems towards Autonomous Driving”, investigated using the example of automatic parking assistant in cars. A broad spectrum of methods was used to ensure comprehensive analyses and valid results.
Starting situation for the studies has been the industry's realization that the demand for parking assistants had fallen short of expectations. Moreover, they concluded that a host of driving assistant system owners´ do not use them. This indicates an unsatisfactory acceptance of new technologies on the part of car drivers. The aim of the studies was therefore to determine the reasons for this restraint, as well as to derive measures to increase acceptance of this systems among end customers.
The first study focused on operators and the restraint of German drivers towards driver assistance systems. The results of this quantitative study displayed that although the modernity of these systems has been identified, the functional enhancements they offer are insufficient. In order to overcome this discrepancy, manufacturers are advised to emphasize the functional advantages more strongly when communication with the end customer. Study also suggested that direct experience can significantly increase customers' willingness to purchase such a system. Therefore, it is of pivotal importance to introduce customers to the new technologies in a targeted manner.
Using conjoint measurement, a second study illustrates driver assistance systems already representing a significant benefit when purchasing a car, even though the trust in fully autonomous vehicles is still restricted. Drivers favor established car manufacturer in terms of the development of autonomous vehicles.
The third study utilizes eye-tracking to examine operating patterns of parking assistance systems. Moreover, it derives potential for improvement in terms of intuitive design and user experience.
Fourthly, alternative scenarios for the design of parking assistants are evaluated in a concept test. This indicated the vital importance of simple and acquainted operating options.
Across all methods, the customer actually being able to experience driving assistance systems is a decisive matter for the acceptance of these new technologies. Therefore, manufacturers should emphasize their focus on getting customers in touch with these systems, as well as offering them targeted usage options. In addition, the integration of customer feedback into development efforts is essential to produce intuitive, user-friendly user interfaces and thus promote the diffusion process of new technologies.