• Journal of the Korea Convergence Society
• /
• v.12 no.12
• /
• pp.185-196
• /
• 2021

This study is based on the 'National Pilot Project on Digital Signage in Sejong Special City', one of the pilot projects initiated by the Ministry of Public Administration and Security. This project was an attempt to present the digital signage as a 'public service content platform' integrated with smart technologies. This study suggests that the planning strategy for placing public service contents on digital signage platform should focus on interests of local communities or users rather than high-tech suppliers of digital signage. In consideration of growing needs for smart technology-based public service, this study concentrates on the strategy for developing 'public digital signage services'. In addition, 'digital signage service tools' were designed to easily establish or execute the strategy. The aim of this study is developing the strategy to make digital signage a public cultural service platform as well as a digital advertisement tool. The final goal of this study is to demonstrate public value creation performance of the 'Revitalisation Project of Sejong City's Commercial Districts', which was possible thanks to the proactive involvement of citizens coupled with progressive utilization of interactive media.

• Journal of Information Technology Applications and Management
• /
• v.19 no.4
• /
• pp.185-196
• /
• 2012

Domestic digital signage industry has been growing in line with the Internet and intelligent devices like smart phones. However, policies for digital signage need to be supplemented because existing policies are only focused on regulations for outdoor advertisements. Moreover, while digital technologies have been developed, there are few contents technologies to support the digital technologies. In this context, this research aims to identify the problems in relation to the domestic digital signage industry and seek for measures to solve the problems. Various case studies and literature review were conducted to identify problems in terms of policy, technology and service, and measures for revitalizing the digital signage industry were suggested. The research is expected to help digital signage to serve as new convergence media available for customization targeting and user participation.

• International Journal of Advanced Culture Technology
• /
• v.8 no.1
• /
• pp.120-127
• /
• 2020

The use of digital signage in the public and commercial communication areas has been increasing in recent years. By integrating cutting-edge information technologies such as 5G, artificial intelligence, and the Internet of Things, digital signage continues to break apart from traditional outdoor advertising media. This study identified the problems facing the domestic digital signage industry by exploring and analyzing major issues related to digital signage and derived future development measures. Specifically, online documents were collected based on the digital signage-related keywords created over the past 12 years to conduct big data network analysis, and key topics were derived through visualization of the results. This study has great policy implications in that it excluded biased interpretations based on the viewpoints of companies or the government and, more objectively, suggested the direction of the digital signage industry's development in the domestic media market.

• Journal of Digital Convergence
• /
• v.18 no.4
• /
• pp.193-200
• /
• 2020

In this study, we investigated the effect on digital signage, a new outdoor advertising medium. Specifically, this research examined the differential effects of interactive digital signage and simple touch digital signage through control variables such as involvement and self-efficacy. As a result, interactive digital signage showed positive advertising effect compared to simple touch digital signage. In addition, interactive digital signage has a more positive effect than simple touch digital signage when involvement is self-efficacy is high. However, the effect of the digital signage types was not significant when the self-efficacy was low. Lastly, involvement did not affect the effects of digital signage types. In this study, we can help to establish a customized customer strategy that can maximize digital signage effect.

• Journal of Industrial Convergence
• /
• v.21 no.3
• /
• pp.29-36
• /
• 2023

In this study, the differential effects of exposure-type digital signage advertisement and interactive digital signage advertisement were examined through the moderating variables of regulatory focus and self-construal. As a result of the study, in the case of individuals with promotion focus and independent self-construal, interactive digital signage advertisements had a more positive effect than exposure-type digital signage advertisements. However, in the case of prevention focus and interdependent self-construal, there was no difference in effect between digital signage advertisement types. Therefore, we can help to establish a customized strategy according to individual characteristics using digital signage.

• Journal of Digital Convergence
• /
• v.17 no.4
• /
• pp.299-307
• /
• 2019

In this study, we experimented with experience of digital signage using Virtual Reality technology, and the difference between presence and interactivity in brand experience and digital signage attitude. We conducted a two-way MANOVA analysis with cognitive presence, emotional presence, and media presence as the independent variable and interactivity level(high vs low) as dependent variables and the brand experience and attitude as dependent variables. First, cognitive presence was found to be most effective through behavioral experience when low interactivity. Second, emotional presence also has a positive effect on emotional experience when the level of interactivity is low. Third, media presence has a positive effect on emotional experience if the level of interactivity is low. This study suggests a communication strategy to communicate presence according to the characteristics of media strategy and technology through appropriate level of interactivity when using digital technology. Future research requires a qualitative approach rather than a quantitative one in terms of interactivity.

• Journal of Information Technology Applications and Management
• /
• v.20 no.4
• /
• pp.111-125
• /
• 2013

This study investigates how enjoyment (or playfulness) affects user acceptance of hedonic-oriented (or pleasure) information technology based on the technology acceptance model (TAM). A research model was made to examine the effect of enjoyment on the user acceptance of hedonic information technology. 186 responses were collected from university students who had experiences on Daum's Digital View which is a well-known example of digital signage technology. The result of the statistical analysis reveals that enjoyment also had a strong effect on the acceptance of hedonic information technology, in addition to perceived usefulness and perceived ease of use. However, perceived usefulness is reported to most strongly influence the adoption of Digital View. The effect of enjoyment on intention to use was also significant, but enjoyment shows a much low degree of influence than perceived usefulness on intention to use.

• Journal of Digital Contents Society
• /
• v.17 no.1
• /
• pp.33-41
• /
• 2016

This study aims to suggest practical ways to interact effectively with consumers based on current situation of 'media creative' and media use patterns. Cases of digital signage are reviewed in the perspective of cross media, and the strategic meanings of cross media are explored according to interactivity. Results are collected through 'Naver' search engine service, and can be possibly assorted into five media combined types: SNS-combined, QR codes or Augmented Reality(AR)-combined, Brand App(application)-combined, Online to Offline-combined, and Behavioral factors-combined ones. Some strategic suggestions on media creative are given for effective interaction with consumers.

• (The) Korean Journal of Advertising
• /
• v.27 no.3
• /
• pp.113-139
• /
• 2016

The purpose of this study was to investigate perception of media characteristics inorder to provide a theoretical background for the media mix strategy. Considering the qualitative-vale of each medium, this study conducted a survey consisting of 60 academic and advertising industry experts to examine how they perceive and evaluate the characteristics of TV, radio, newspaper, OOH, Internet, mobile, and digital signage in terms of media effectiveness. The results, first, show that 'media engagement', 'effective reach', and 'behavioral targeting' are three most important indices to assess the media effectiveness. Second, the Internet was best evaluated in its various aspects according to the MAIX model, which gauges the effectiveness of each advertising medium. The study also proved that each advertising medium has unique advantages so that each medium should adopt a strategic positioning to differentiate it from other media. As such, this study provides meaningful evidences to understand the various characteristics and competitive value of advertising media and useful guidelines for media planning.