• Proceedings of the Korea Society for Simulation Conference
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• 2002.05a
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• pp.243-247
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• 2002

인터넷은 상거래의 중요한 매체로서 빠르게 변화해 가고 있다. 많은 인터넷서비스공급자들이 현재 상용 서비스를 하고 있으며 이들의 중요한 비즈니스 모델중의 하나가 인터넷 광고이다. 인터넷광고를 서비스하는 기술에서 가장 중요한 부분은 인터넷서비스수요자중 정의된 타깃을 가려낼수 있는 타깃팅기술이다. 본 논문에서는 인터넷 광고 서버의 타깃팅 엔진을 테스트할 수 있는 테스트 프레임워크를 설계하고 구현한다. 제안된 테스트프레임워크는 엔진의 기능 및 성능 테스트를 할 수 있다. 제안된 테스트 프레임워크는 다양한 인터넷 광고 서버시스템의 컴포넌트들에 대해 일관된 테스트 사용법과 형식화된 출력을 보여주며 플랫폼에 독립적이도록 자바언어로 개발되었다. 또한 기존에 개발된 테스트에 새롭게 개발된 테스트를 쉽게 통합할 수 있다. 다양한 형태의 테스트가 가능하도록 아주 일반적인 클래스 구조를 갖게 설계되었다.

• International Area Studies Review
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• v.20 no.2
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• pp.141-172
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• 2016

The aim of this study was to view Korean Hallyu stars, the advertisement models of Korean cosmetics brands, as human brands in the Chinese cosmetics market. Furthermore, this study attempted to verify whether the attributes of human brands, such as reliability, professionalism, attraction, intimacy, similarity and favorable impression, affect Chinese consumers' affection toward Korean celebrities, and whether such Chinese consumers recognize the authenticity of the products, sellers, and companies of Korean cosmetics brands advertised by Korean stars. The results of empirical analysis indicated that among the attributes of Korean stars, the advertisement models of Korean cosmetics companies, Chinese consumers' affection toward Korean stars was positively affected by reliability, attraction and similarity, but not by professionalism, intimacy and favorable impression. Furthermore, results showed that the consumers' affection toward Korean stars positively affected the authenticity of the brands advertised by the celebrities.

• Electronics and Telecommunications Trends
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• v.26 no.4
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• pp.14-21
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• 2011

본 고는 스마트TV 광고 시장 및 기술 동향에 대하여 소개한다. 2012년은 디지털 방송 전환과 스마트TV, 3DTV 등 신규 서비스 출현 등으로 오랜 세월 집안의 강력한 엔터테인먼트 기기 중 하나인 TV의 변화가 본격적으로 시작된 해이다. 방송 미디어 서비스의 변화는 디지털 방송 전환에 따른 단순한 시청 품질의 향상뿐만 아니라, 양방향 서비스, 부가데이터 제공, TV 연계형 개인 휴대단말과의 동기화된 미디어 서비스 등 다양한 형태로 나타날 수 있다. 광고는 방송 미디어의 주 비즈니스 모델이며, 위와 같은 TV 환경의 변화에 큰 영향을 받을 것으로 예상된다. 변화에 대응하고 방송광고 시장의 활성화를 위해서는 광고 관련 법, 제도 정비, 표준화와 함께 광고 특화된 기술 개발이 필요하다. 광고 산업계에서 요구하는 기술 수요는 변화하는 미디어 환경에서의 광고물의 제작, 중개 및 유통, 소비, 효과 측정 및 분석 등 광고 생태계상의 전 영역을 포함하며, 각 영역에서의 당면한 기술적 이슈에 대해 소개한다.

• Journal of Korea Entertainment Industry Association
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• v.14 no.6
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• pp.61-76
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• 2020

As the media environment changes rapidly, the size of the online advertising market is growing rapidly. However, consumer's trustfulness in online advertising is much lower than that of old media, and there is also a phenomenon of advertising avoidance. Thus, in this study, advertising skepticism, advertising appeals, involvement, and FCB Grid theory were used to provide Youtube and advertisers with implications for advertising strategies. It was intended to provide a way to lower consumer advertising avoidance. As a result of Research 1, consumers with high advertising avoidance showed low advertising attitudes, brand attitudes, and attitudes toward products. In addition, there was no difference in gender, and when the frequency of online video viewing decreased and the age increased, advertising avoidance increased. Research 2 shows that consumers with high levels of advertising skepticism showed a high level of advertising attitude when the level of involvement was low and transformational appeal was high. In the FCB Grid model, consumers with high levels of advertising skepticism are found to be suitable for transformational appeal advertising. These results mean that Youtube and advertisers should think important about advertising skepticism, which is the cause of advertising avoidance, and that consumers with high levels of advertising skepticism should be presented with advertisements suitable for each type of product in the online advertising market.

• Korean Journal of Childcare and Education
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• v.8 no.3
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• pp.25-51
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• 2012

This study analyzed the social image of children from the 1960s to 1990s in the Dong-A Ilbo advertising. The 7,760 representative ad samples were used for the purpose of this study. The findings were as follows: 1) The number of advertising related to children was similar in the 1960s and 1970s and it dramatically increased in the 1990s. 2) Drug advertising was the most frequent from the 1960s until the 1980s. The advertising of english instruction for young children emerged in the 1990s. 3) Young children, especially boys were mostly the model in advertising from the 1960s to the 1990s. 4) Advertising content focused on the role of the mother in early childhood education.

• 한국HCI학회:학술대회논문집
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• 2007.02b
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• pp.136-144
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• 2007

1990년대 후반까지 줄곧 광고 시장 점유율 1위를 차지하던 신문광고가 2001년을 기점으로 광고 시장 점유율의 지속적인 하락세를 보이고 있다. 이는 인터넷과 같은 경쟁적인 뉴미디어가 급격히 성장하는 데 그 원인이 있을 뿐만 아니라, 신문의 광고효과를 산출하는 과학적 방법론이 부족하다는 데에도 그 원인이 있다. 이러한 문제의식에서 출발하여, 본 연구에서는 안구운동 추적(eyetracking)을 활용하여 신문광고의 노출효과를 측정했다. 이를 위하여, 기존 신문 구독자의 인구통계학적 분포에 따라 추출된 50명의 표본을 대상으로, 신문의 면내 광고별 체류시간을 헤드 마운트형 안구운동 추적기(head-mounted eyetracker)를 활용하여 측정했다. 실험 결과, 데이터의 95%가 기존의 주의-기억 단계를 따르는 순차적인 정보처리모델과 스타치 구독률 조사(starch readership reports) 결과와 안구운동 추적 결과와 일치했다. 하지만, 5%의 데이터가 주의와 기억 단계의 차이에 기인한 이월 효과(carry-out)로 순차적인 정보처리모델과 일치하지 않는 것으로 나타났다. 즉 5%가량이 광고를 보지 않았음에도 봤다고 표시했다. 또한, 기존에 스타치 구독률 조사와 같은 재인 측정 방법을 통하여 간접적으로 측정하였던 기존의 신문 광고 노출율(보통 30%)에 비하여, 직접 측정한 결과 60%에 달하는 광고 노출율을 보였다. 이는 기존의 인식과 달리, 스타치 구독률 조사가 단순 노출 정도가 아니라, 응답자의 선택적인 기억 결과를 측정한 것임을 보여준다. 이로써, 안구운동 추적을 활용한 노출효과측정은 기존에 스타치 구독률 조사에서 놓치고 있는 부분을 보완할 수 있는 기법임을 보여준다. 또한 이 기법에 의하여 도출된 노출율은 60%에 달하여 기존의 약30%로 제시된 연구결과들이 실제로 측정기법의 한계로 인하여, 기억이 가지고 있는 왜곡을 그대로 반영한 노출율에 관한 자료를 쓰는 것으로 나타났다. 본 연구에서 제안된 노출효과 측정방법론은 기존의 왜곡된 데이터를 보완하고, 신문 광고 시장의 과학적인 측정기법을 발전시키는 데 의미 있는 기여를 할 것으로 기대한다.

• Journal of Internet Computing and Services
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• v.18 no.4
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• pp.109-119
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• 2017

This paper is to analyse empirically using the data collected from Korea portal Naver's ad management system and show online ad platform may not be two-sided market. It is aim of this study to propose the appropriate approach to define the market, based on the empirical result. Here are two research questions to be reviewed. First, is there any consistency between business model of search advertising and definition of two-sided market which Rochet-Tirole proposed in 2006? Second, do indirect network externalities exist significantly in search advertising market? if so, this study is going to estimate the level of it through empirical measurement. Based on Luchetta's paper which suggested that google may be one-sided market, it performed the correlation & regression analysis to prove his suggestion. The result is that online search advertising costs increased by more than 50 won when advertisers increased by one unit. However, there was no significant correlation and regression between the search frequency and online search advertising cost. It means that there is little possibility to identify two-sidedness in online search advertising service(market) because of no(or little) indirect network externalities which are a necessary condition for two-sided market. This result has three implications, such as the availability to adapt traditional market definition tools to online search advertising market, the possibility enhancement to find the fundamental competition elements in defined market and promotion of the powers of persuasion in competitive market reality. It is significant that the gap between legal scholars including regulatory practitioners and economists can be overcome to some extent. who have shown the different perspective on the two-sided market.

• The KIPS Transactions:PartD
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• v.17D no.5
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• pp.371-382
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• 2010

One of the advantages of the mobile internet is that it is accessible everywhere. However, producing the mobile internet contents is hard because the standards of the contents are different depending on the telecommunications companies and the mobile phone terminals. Because of this, mobile contents production has not been activated and profit models are rarely found. In order to vitalize the mobile contents, we developed the Mobile UCC (User Created Contents) Phone Page Service with which general users can produce and provide the mobile phone pages easily. In addition, we began to provide advertisement on the UCC phone pages as a profit model. However, as mentioned already, the contents that meet each of the standards should be prepared in advance to be compatible with the different standards. For this reason, only one advertisement could be provided on one UCC phone page. Previous studies were focused on the standardization of different standards by integrating them. Though the standardization may be applicable to the mobile phones that will be newly released, it is hardly applied to the conventional mobile phones. To solve the abovementioned problems and improve the drawbacks of the conventional studies, we proposed in this article the technology to synthesize the phone page contents and independent advertisement at the moment when the UCC phone page prepared by the users is provided in real time. This technology allows to provide various advertisement on one UCC phone page and administrate the start, end and frequency of specific advertisements. This method was applied in this study to vitalize the mobile contents and improve the profit model.

• The Journal of the Korea Contents Association
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• v.19 no.7
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• pp.1-12
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• 2019

According to a survey on the frequency of access to medical ads by the Korea Press Foundation in 2017, the most commonly exposed ads among adult men and women are advertising about beauty, plasticity and obesity. As of 2011, South Korea had the largest number of cosmetic surgeries in the world, with 131 cosmetic surgeries per 10,000 people. As a result, as many as 1,414 plastic surgery clinics are operating in South Korea, and the number is also on the rise. Although there are various standards for evaluating people's appearance, the desire to pursue a better look is growing day by day. Then, one might wonder what factors influence consumers' choices among the numerous advertisements for plastic surgery clinics. Based on these questions, this study identified the examples of plastic surgery advertisements, analyzed their type, and identified the types of advertisements with the high visual appeal of the advertising consumer through eye tracking experiment. In total, seven eye-tracking tests of plastic surgery social media advertisements were conducted on 10 subjects. The results showed that the commercial model was the biggest factor that caught the attraction and attention of the ad recipient first and that the most focused and long-standing factor was the treatment contents. Therefore, it is important to select proper commercial models for hospital and clinic contents and to specify factual treatment contents when producing social media advertisements for plastic surgeons. We hope these findings will help create online advertising for plastic surgery clinics effectively.

• Proceedings of the Korea Information Processing Society Conference
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• 2024.05a
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• pp.834-835
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• 2024

시장 경쟁력을 확보하고 기업을 성장시키기 위해서는 광고 행위가 필수적이므로 현재까지 효율적으로 광고하기 위한 여러 가지 방안들이 활용되었다. 이 중에는 타 업체와의 경쟁전략을 위해서 경쟁업체의 광고비를 파악하려는 과정도 포함 되어있다. 이에 디지털 광고 측면에서는 상대적으로 광고의 노출, 클릭, 시간 대 등의 관련 정보를 획득하기 용이하므로 본 연구에서는 대량의 데이터를 이용하고 XGBoost(Extreme Gradient Boosting) 알고리즘을 활용하여 크롤링된 데이터 그룹을 분석하고, 클릭 수를 예측하는 모델을 구현하였다. 실험 결과 모델의 RMSE(Root Mean Squared Error) Average 가 1.13 정도 나온 것을 확인하였고 이에 따른 과적합을 피하기 위한 방안을 검토하였다.