Journal of Digital Contents Society (디지털콘텐츠학회 논문지)

Digital Contents Society (한국디지털콘텐츠학회)
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Design of Digital Broadcasting Data Service showing Supplementary Information of each Type of ID Advertisement

ID 광고의 유형별 부가정보를 보여주는 디지털방송 데이터서비스 설계

  • KO, Kwangil (Video Contents Major, School of Techno-Media Convergence, Woosong University)
  • 고광일 (우송대학교 테크노미디어융합학부 영상콘텐츠전공)
  • Received : 2018.08.28
  • Accepted : 2018.09.20
  • Published : 2018.09.30
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Abstract

The advertisement market is an industry that is heavily influenced by media changes. As the digital broadcasting has settled, TV, a typical advertisement medium, has evolved from a passive content consuming medium into a platform for operating various data services as well as broadcasting programs. These changes mean that viewers are able to actively consume TV contents including advertisement, so the broadcasting industry needs to consider about the growth strategies that link the advertisement market with data services. This study designed a digital broadcasting data service that provides supplementary information of ID advertisement with short exposure time (less than 10 seconds) and insufficient space (less than 1/4 of TV screen). Specifically, we designed the user scenario and user interface of the data service, defined representative types of ID advertisement and the supplementary information for each type, developed a method, based on the international digital broadcasting standard DVB, for providing the supplementary information to the data service.

광고시장은 매체의 변화에 크게 영향을 받는 산업이다. 대표적인 광고 매체인 TV는 디지털방송이 정착되면서 수동적인 콘텐츠 소비 매체에서 방송프로그램뿐만 아니라 다양한 데이터서비스들을 운영할 수 있는 플랫폼으로 발전하였다. 이런 변화는 시청자가 광고를 포함한 TV 콘텐츠를 능동적으로 소비할 수 있는 환경이 조성되었음을 의미하기 때문에 방송 산업은 광고 시장과 데이터서비스를 연계한 성장 전략을 고민할 필요가 있다. 본 연구는 10초 이내라는 짧은 광고 시간과 TV 화면의 1/4 미만이라는 부족한 공간의 문제를 갖고 있는 ID 광고의 부가정보를 제공하는 디지털방송 데이터서비스를 설계하였다. 구체적으로, 데이터서비스의 사용자 시나리오와 인터페이스를 설계하고, ID 광고의 유형과 유형별 부가정보를 정의하여 그 부가정보를 데이터서비스에 공급하는 국제 디지털방송 표준 DVB 기반의 방법을 개발하였다.

Keywords

Acknowledgement

Supported by : Woosong University

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