• Electronics and Telecommunications Trends
• /
• v.29 no.3
• /
• pp.1-10
• /
• 2014

미디어 환경의 변화에 따라 콘텐츠의 소비가 기존의 단방향 방송매체의 이용은 정체되고 있으며, 새로운 양방향 TV매체의 이용이 빠르게 활성화 되고 있다. 관련하여 광고분야에서는 소비매체의 특징을 반영한 맞춤형광고, 양방향 커머스형 광고, 리워드형광고 등 새로운 광고상품들이 나타나고 있다. 미디어 환경 변화에 대응하여 광고산업의 경쟁력을 확보하기 위해서는 개방형 스마트광고 플랫폼, 광고 효과 측정체계 및 기술 기반 구축 등 스마트광고 기술에 대한 연구개발이 필요하다. 본고에서는 뉴미디어 광고 유형사례와 스마트광고 플랫폼, 효과측정 기술동향 및 서비스 개발사례에 대하여 소개하고, 광고산업 활성화에 필요한 요소들을 도출하고자 한다.

• Journal of the Economic Geographical Society of Korea
• /
• v.15 no.2
• /
• pp.274-291
• /
• 2012

Since the advent of the internet as representative of the development of information communication technology (ICT), information transfer forms have changed rapidly these days. In the new techno-economic paradigms, I would ultimately consider how spatial structures of a knowledge-based service industry have been altered dynamically. To delve into this background, this study conducts an empirical case study of the internet advertising industry, particularly, among the whole advertising industry. Therefore, the primary objective of this study is to identify dynamic characteristics of spatial networks among actors for knowledge creation in Korea's internet advertising industry. In addition, it also is to analyze the formative elements of spatial networks which would have an influence on constructing the space of new economic activities. There are multilateral approaches. This research is classified into types of actors such as inter-firm, intra-firm, and firm-customer, and categorized according to spatial ranges such as local, regional, global levels. In the meanwhile, formative factors of the spatial networks could draw a conclusion from two aspects: inter-firm networks in the process of business in the internet advertising industry, and individual networks in the nonoccupational aspect. Accordingly, the results of this study suggest that actors' networks of two perspectives would make mutually complementary relationships and create new relational spaces in the digital economy.

• The Journal of the Korea Contents Association
• /
• v.10 no.10
• /
• pp.128-139
• /
• 2010

Since the revised enforcement ordinance of the broadcasting legislation, Product Placement that was introduced in May, 2010 has expanded the stable income of broadcasting contents and broadcasting advertising industry, and improved the quality of the broadcasting contents and its service. However, as a result of Product Placement enforcement for the past 3 months, it reveals many problems, and is blamed for being unable to meet the intent of the law. Accordingly, Product Placement is not established properly. Thus, it is required to improve the detailed action plan for revitalization of Broadcasting Contents and Broadcasting Advertising Industry as originally intended. For example, the outsourcing production company involved in producing programs like dramas and the broadcaster have failed to reach negotiation on distributing proportion and it is keenly in need of its related study. This study is to cover the current status and the problems of introducing Product Placement, and is expected to provide the policy implications and the practical lessons. However, it displays limits that it ends in exploring and policy debate. It is henceforth expected to continue various studies of measuring the effectiveness, strategy, creative, and so forth based on discussion of introducing Product Placement.

• Korean journal of communication and information
• /
• v.22
• /
• pp.131-166
• /
• 2003

The opening of advertising market and introduction of the free competition doctrine make the competition harsher among advertising agencies. Advertising agencies do their best to execute their ad more efficiently and scientifically. But, it is the reality that broadcasting advertising industry in korea did not construct enough infrastructure to execute the systematic activities compared with that of advanced countries. So, we need to grasp the present conditions and draw a time-table to construct primarily necessary infrastructures. In case of hardware infrastructure in advertising industry, digitalization of broadcasting and convergence of broadcasting with telecommunication make it hurry to construct that. But as the ad agencies was in the situation to compete each other, they have a difficulty to construct common hardware infrastructure enthusiastically. Thus, it is necessary to build hardware infrastructure in advertising industry for policy. And the construction of that should be executed systematically not for the short term effects but for the long term objectives. Also, it is the most important to construct reliable Software infrastructure in advertising industry from all of ad agencies. In these days, ad agencies have a tendency not to believe the important information, like the data of ratings and advertising transaction information, in relation to the advertising activities. And they do not share and communicate about the information of the advertising industry trends, research trends, advertisement related information. So, it is also hurry to build the on-line and off-line database system. Finally, for the development of brainware infrastructure in advertising industry, it is the most necessary to activate the cooperation relation between university and advertising agencies. Universities need to invite experts in the advertising to teach the students practical knowledge and ad agencies to recruit students who want to develop their carrier in the advertising industries. In conclusion, advertising industry in korea to solve these tasks for the development of advertising industry infrastructure in the way of cooperation and harmony of each other rationally and efficiently.

• Journal of Korea Entertainment Industry Association
• /
• v.13 no.3
• /
• pp.363-372
• /
• 2019

Mobile advertising applying various contents is being activated with the specificity of the mobile environment. In terms of not only products but also City Marketing, advertising strategies that are beyond the limits of traditional advertising are needed. However, related advertising in the region is mainly carried out on the basis of industry promotion. Therefore, in order to distribute goods through local industry, it is urgent to link with industry through city marketing for the region. The purpose of this study is to present the direction of city marketing policy through the process that Mobile advertising characteristics building up experience and feeling for the city brand. For this purpose, we selected mobile advertising characteristics to strategically use mobile advertising in the region, and examined the effects of Jeju city brand experience and city brand feeling. We also confirmed the moderating effect of communication experience with mobile advertising. The result of this study will be able to contribute to the policy direction of advertising for Jeju city marketing.

• The Journal of the Korea Contents Association
• /
• v.18 no.9
• /
• pp.102-115
• /
• 2018

The world's major countries carry forward strategies for enhancing industrial competitiveness, resulting in the fourth industrial revolution while a new growth engine is required to deal with the slow growth of global economy and declining productivity. Artificial intelligence (AI) is regarded as a core technology of the fourth industrial revolution. AI is expected to be implemented rapidly in advertising and media industries. However, it is hard to find an effective way to implement AI in these industries, especially because of how quickly the AI market changes and develops. Therefore, this study seeks the possible industrial influence of AI in advertising and media industries and invigoration plan for AI, by an in-depth interview with 10 professionals who lead the AI market. First, it was analyzed to explore the macroscopic side of the AI market through P (Politics), E (Economy), S (Society), and T (Technology). Also, the applicability of AI in advertising and media industries was explored by analyzing its S (Strength), W (Weakness), O (Opportunity), and T (Threat).The result indicates that it is necessary to build up a nation-wide construction of infrastructure for the fourth industrial revolution to invigorate AI in advertising and media industries. Moreover, a social environment capable of overcoming a hyper-connected society and social risks should be fostered. Lastly, it is urgent for both the industrial and academic world to diagnose the influence of AI in advertising and media industries, to anticipate the future in accordance with technological advance, set a proper direction, to invest actively for technical development of AI, and to formulate innovative policies.

• 한국산학경영학회:학술대회논문집
• /
• 2006.12a
• /
• pp.93-105
• /
• 2006

본 연구의 중요한 실무적 시사점은 방송영상 분야에서 한국방송광고공사의 KODEX를 이용한 e-비즈니스의 추진이 기업의 업무처리 비용을 감소시켜주고, 업무 추진에 따른 위험을 감소시켜주며, 또한 업무 효율성을 높여주어 경영성과 개선에 기여를 한다는 것을 보여준다. 즉, 본 사례연구 결과는 방송광고산업 분야에서의 e-비즈니스들에게 경영성과를 개선 기회를 제공해 주기 때문에 방송광고산업 분야의 기업들에게 성공적인 e-비즈니스 추진에 가이드라인을 제시해준다는데 있다.

• Proceedings of the Korean Society of Computer Information Conference
• /
• 2019.07a
• /
• pp.295-298
• /
• 2019

2018년의 모바일 게임의 이용률은 2017년 대비 28.5%의 높은 성장률을 보이고 있다. 모바일 게임 시장이 확대되면서, 게임의 성공을 위해 광고와 마케팅의 필요성이 제기되기 시작했다. 개발기간과 비용이 상대적으로 큰 대작 게임들이 대규모 예산을 브랜딩 예산에 투자하면서, 브랜딩 매체에서 모바일 게임 업종도 큰 축이 되었다. 본 논문에서는 한국광고총연합회 광고정보센터 크리에이티브DB를 활용하여 게임의 광고 집행유형을 분석하고 신규 게임을 런칭할 때 효과적인 광고 방향을 제안한다.

• The Journal of the Korea Contents Association
• /
• v.12 no.5
• /
• pp.91-102
• /
• 2012

Virtual Advertising and Product Placement which had been brought up to strengthen the competitiveness of the contents and vitalize the Advertising Industry, especially broadcasting advertising were finally adopted. This is a study to review what the background and the current condition of the virtual advertising and product placement are, identify what their current and potential problems are, and discuss how to settle the issues and make improvements. It also presents an empirical study on audience awareness. As a result of the study, audience tends to show high awareness of virtual advertising and product placement, to accept them more positively and show higher reliability of them than any other advertising. Moreover, it appears that they pay more attention to them, express their favor on them, and regard them convincing. This is an important point to both academic field and industry, which is likely to give suggestions to establish policy for virtual advertising and product placement and to develop broadcasting advertising in the future.

• The Journal of the Convergence on Culture Technology
• /
• v.6 no.1
• /
• pp.147-153
• /
• 2020

The purpose of this study is to suggest the value and type of online and offline linked advertisement, which is a new advertisement type that emerged with the advent of the 4th industrial revolution. In this study, based on literature research, we understood the marketing method that evolves from "4P (product, price, place, promotion)" to "4C (co-creation, community, conversation, currency)" and extracted derive 4C elements. Based on this, we analyzed what elements of 4C showed online and offline connectivity through the investigation of on and offline linked advertisements. Through the analysis results, online and offline linked advertisements were classified into 4 types and 14 detailed types according to how they were connected to the number of 4C elements. In this paper, as a final result, we verified that 4C elements of marketing that appeared in the era of the 4th Industrial Revolution are represented in advertisements and suggested the typology of advertisements accordingly. This study is expected to contribute to providing new insights to advertisers and researchers who produce and study online and offline advertisements.