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http://dx.doi.org/10.7236/JIIBC.2020.20.4.155

A study on the effects of digital content marketing in OTT (Over The Top) service platform: focusing on indirect advertising types  

Kim, Tae-Yang (Dept. of Media-Communication, Daejin University)
Publication Information
The Journal of the Institute of Internet, Broadcasting and Communication / v.20, no.4, 2020 , pp. 155-164 More about this Journal
Abstract
This study measured the effect of PPL(Product Placement: PPL) in OTT(Over The Top) to search a new advertising revenue model according to the change of viewers' video content consumption patterns. On the first, by two research steps, the experiment was carried out using an eye-tracker and then a survey as the second step was administered asking subjects about their attitude about advertising messages, attitude about brand, and intention to purchase the brands used in the experiments. Specifically, the PPL materials used in the experiments were classified with three parts. This study has the meaning as approaching to the PPL research with new methodology by quantitatively access through the eye tracking of the subjects beyond the conventional qualitative measure that depends only on the memory of them. This research aims to find the possibility of indirect advertising as a new revenue model in the OTT environment.
Keywords
Digital Content Marketing; Eye-tracking; OTT(Over The Top); PPL(Product Placement);
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Times Cited By KSCI : 2  (Citation Analysis)
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