• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.18 no.3
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• pp.17-22
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• 2018

This study suggests that 'Will not we use more smartphones while watching TV commercials? Then, will the TV advertising effect decrease due to the distributed concentration?". As a result of the preliminary study, it was confirmed that about 63% of users watching TV commercials use smartphones together. In this study, we propose the possibility of a new mobile advertising service by experimenting and analyzing the effect of high frequency technology based TV advertising linked mobile advertising service. Experimental results show that the response rate of the same content is improved about 9 times as compared with that of the general mobile advertisement when the advertisement of the same content is provided by the TV advertisement interlocking type. It can be confirmed that it is quite effective to provide the same content advertisement to the customers who are in front of the TV at the time of sending the TV advertisement. Therefore, it is expected that various services based on high frequency technology will be activated as a new advertising service that will preserve the effect of TV commercials in the future.

• Journal of Internet Computing and Services
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• v.10 no.1
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• pp.83-91
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• 2009

The advertisement system on TV is categorized into full duplex TV and Internet Protocol Television (IPTV). For the full duplex TV or the IPTV, channel providers need a number of advertisements and pay enormous expenses for them. Therefore, this study proposes how to reduce unnecessary expenses based on users' preferences. The advertisement system based on users' preferences is designed to decrease unnecessary advertisements with less expense. To identify preferences in usual advertisements and animation advertisements is to reduce expenses due to the necessity of a number of advertisements. The proposed system was designed to provide full duplex advertisements for profits of advertisement industry and considered users' disposition based on preferences of broadcasting advertisements, through which users can have advertisement desired and providers can expect less advertisement expenses and more profits.

• Proceedings of the KIEE Conference
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• 2004.11c
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• pp.15-18
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• 2004

In this paper, it is implemented the monitoring system for TV advertisement using video watermark. The functions of an advertisement monitoring system are automatically monitoring for the time, length, and index of the on-air advertisement, saving the log data, and reporting the monitoring result. The performance of the video watermark used in this paper is tested for TV advertisement monitoring. This test includes LAB test and field test. LAB test is done in laboratory environment and field test in actually broadcasting environment. LAB test includes PSNR, distortion measure in image, and the watermark detection rate in the various attack environment such as AD/DA(analog to digital and digital to analog) conversion, noise addition, and MPEG compression The result of LAB test is good for the TV advertisement monitoring. KOBACO and SBS are participated in the field test. The watermark detection rate is 100% in both the real-time processing and the saved file processing. The average deviation of the watermark detection time is 0.2 second, which is good because the permissible average error is 0.5 second.

• Journal of Digital Contents Society
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• v.19 no.9
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• pp.1671-1677
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• 2018

The advertisement market is an industry that is heavily influenced by media changes. As the digital broadcasting has settled, TV, a typical advertisement medium, has evolved from a passive content consuming medium into a platform for operating various data services as well as broadcasting programs. These changes mean that viewers are able to actively consume TV contents including advertisement, so the broadcasting industry needs to consider about the growth strategies that link the advertisement market with data services. This study designed a digital broadcasting data service that provides supplementary information of ID advertisement with short exposure time (less than 10 seconds) and insufficient space (less than 1/4 of TV screen). Specifically, we designed the user scenario and user interface of the data service, defined representative types of ID advertisement and the supplementary information for each type, developed a method, based on the international digital broadcasting standard DVB, for providing the supplementary information to the data service.

• KIISE Transactions on Computing Practices
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• v.21 no.9
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• pp.579-586
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• 2015

As smart-phone usage increases, the number of Social Networking Service (SNS) users has also exponentially increased. SNS allows people to efficiently exchange their personal opinion, and for this reason, it is possible to collect the reaction of each individual to a given event in real-time. Nevertheless, new methods need to be developed to collect and analyze people's opinion in real-time in order to effectively evaluate the impact of a TV advertisement. Hence, we designed and constructed a system that analyzes the effect of an advertisement in real-time by using data related to the advertisement collected from SNS, specifically, Twitter. In detail, Hadoop is used in the system to enable big-data analysis in parallel, and various analyses can be conducted by conducting separate numerical analyses of the degrees of mentioning, preference and reliability. The analysis can be accurate if the reliability is assessed using opinion mining technology. The proposed system is therefore proven to effectively handle and analyze data responses to divers TV advertisement.

• The Journal of the Korea Contents Association
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• v.18 no.6
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• pp.628-642
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• 2018

Modern TV public advertisements of China began in 1986. As messages were spread and expanded to the public through TV media, the society as a whole started to accept the public advertisements and the influence of public advertisements increased ever more. Successful persuasion is an important prerequisite for realizing the effects of TV public advertisements and this study sought to examine persuasion strategy at this moment when media, messages and the audience are becoming diversified. It sought to know of the present situation of China's TV public advertisements particularly from the standpoint of Chinese and analyze persuasion strategy and usage based on the theory of persuasive communication.

• Korean Journal of Cognitive Science
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• v.25 no.1
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• pp.25-49
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• 2014

Advertisement for one type of product competes against another type using different advertising strategies. It is important to know which factors influence people's perception of the message within the advertisement and their formation of attitudes towards the advertisement. Using multidimensional scaling, this study investigated what main factors were important when people perceive beverage advertisements on TV. A positioning map was constructed based on similarity ratings of 14 drink advertisements. We examined the meaning of the three dimensions of the positioning map by asking a different group of participants to rate on components of attention, attitudes toward advertisements and products, and intention to purchase the product in each advertisement. It was found that three dimensions in the map was attention to content, color, and motion respectively. More importantly, the attentional component to content was related to the attitude of affection and action toward a beverage introduced in advertisement. These results suggest that content-based attention in advertisements induces a positive attitude toward the advertisements.

• Proceedings of the IEEK Conference
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• 2005.11a
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• pp.991-994
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• 2005

In the uni-directional broadcasting environments, almost TV programs are scheduled depending on the viewers' popular watching time, and the advertisement contents in these TV programs are mainly arranged by the popularity and the ages of the audience. However, the advertisement programs which support the TV programs the audiences want are not served to the appropriate audiences efficiently. In this paper, we propose the prototype of target advertisement system for the appropriate distribution of the advertisement contents. The proposed target advertisement system estimates the audience's profile without private information and provides the target advertisement contents by using his/her inferred profile. And we show the accuracy of the proposed algorithm, Multistage Classifier, for the target advertisement system and the implementation of our target advertisement system.

• Proceeding of Spring/Autumn Annual Conference of KHA
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• 2009.04a
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• pp.361-364
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• 2009

In recent, the marketing competitions that stimulates the emotions of consumers are intensifying in the domestic construction industry due to the increase of unsold new apartments. However, there is a need for brand identity establishment through which more differentiated information can be delivered to the consumers, as each brand is focusing only on idealistic image advertisements of dream, future and happiness. Accordingly in this study, the top five brand apartments according to the national brand value evaluation index (BSTI, BrandStock Top Index) were selected and analyzed their TV advertisement characteristics, and its purpose is in evaluating the brand images perceived by the consumers of their TV advertisements. The significance of the results from this study is in presenting the basic information for establishing effective communication between the corporations and consumers. The survey research of this study was conducted for the students of D University, and SPSS 14.0 program was used for the statistical data analysis.

• The Journal of the Korea Contents Association
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• v.15 no.1
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• pp.1-8
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• 2015

The purpose of this research is to identify the start and end point of TV program on Web TV. Until now, to replace realtime TV advertisement with Web TV advertisement, human work was the only way. To automatize the process, knowing the start and end point of TV program is the core technology. In this study, I extract 'Black level' between TV program and regard it as start & end point of program. The result of this study is showing that extracting 'Black level' can be a useful tool to define start & end point of TV program. And it will be also use an automatize replacement system for Web TV advertisement.