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http://dx.doi.org/10.5392/JKCA.2019.19.07.199

The Current State of Domestic and Foreign Virtual Advertising and Revitalization Strategy for Virtual Advertising in Korea ; Centered on Qualitative Research  

Cha, Young-Ran (수원대학교 미디어 커뮤니케이션학과)
Publication Information
The Journal of the Korea Contents Association / v.19, no.7, 2019 , pp. 199-210 More about this Journal
Abstract
Virtual Advertising, which was introduced exclusively in sports casting programs in 2010, has enlarged its scope to terrestrial TV networks' sports news, entertainment shows, and dramas by 2015. Such advertising deregulation allows broadcasting business operators to insert more various virtual advertising methods into TV programs. Despite recent evaluation that virtual advertising was deregulated to a large degree, it is still inadequate compared to foreign state of affairs and has a lot of room for growth. Therefore, this research explores a literature review of virtual advertising in other countries and considers possible ways for virtual advertising in Korea to move forward. Additionally, through in-depth interview with seven virtual advertising experts, the research unravels positive and negative impacts of virtual advertising as well as its current state of affairs and struggles. This research also analyses the regulation of virtual advertising and finally explores possible revitalization strategies. The results of the research show that it is necessary to first improve the viewers' favorable concerning virtual advertising in order to revitalize virtual advertising. Revitalization will also require a clarification of regulation as well as a more unified and consistent content review and rating system. Furthermore, it is imperative that data of advertising impact will be accessible to advertisers and that advertising regulation will loosen. Revitalization will also require a clarification of regulation as well as a more unified and consistent content review and rating system. Furthermore, it is imperative that data of advertising impact will be accessible to advertisers and that advertising regulation will loosen. It is necessary to further develop new techniques and creators of virtual advertising. The research suggests strategies and alternative paths for the growth and revitalization of the virtual advertising market in light of recently revised law.
Keywords
Virtual Advertising; Broadcasting Advertisement; In-depth Interview; Revitalization Strategy; Current State of Affairs In Foreign Countries;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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