• International Journal of Advanced Culture Technology
• /
• v.11 no.1
• /
• pp.306-311
• /
• 2023

As digital advertising continues to dominate the advertising industry and experience substantial growth, associated criminal activities such as advertising fraud and brand safety risks have become increasingly prevalent. Despite the severity and extent of these crimes, the response in Korea has been lackluster, often perceiving them merely as losses in advertising expenses incurred by corporations. However, it is important to note that these issues have direct repercussions on the end-consumer in the form of increased prices for goods and services. Furthermore, illegal and intrusive advertisements not only cause inconvenience to the viewer, but may also indiscriminately target cognitively vulnerable groups, such as children and the elderly, with the intention of manipulating advertising metrics and artificially inflating performance indicators. In this study, we aim to explore the concept and significance of advertising fraud and brand safety, and to evaluate the current measures taken in the Korean market. Additionally, we will delve into the implications of related policies and emphasize the necessity of digital advertising literacy in addressing these issues.

• International Journal of Internet, Broadcasting and Communication
• /
• v.13 no.2
• /
• pp.267-275
• /
• 2021

The advent of the "un-tact 2.0 era," described as a "new normal non-face-to-face social relationship," accelerates the transformation of the living paradigm as a fully digital mediated social relationship. The emergence of these new forms of digital behaviors and mediated relationships significantly influences the industry prospect and consumers' individual lives. Advertising has played a decisive role in moving the formation forces of society, creating a dynamic flow of the capitalist system across races and geographical boundaries. Its role will become more fundamental in the physical contactless environment due to the COVID-19 outbreak. Accordingly, advertising has changed and modified its shape and meaning throughout history to adapt to the dynamic external environment. In this article, we illustrated four primary stages of the evolution in the advertising industry from simple advertising to convergence of advertising. Finally, we also identified the challenges of the present advertising industry and the paradigm transformation of "un-tact 2.0" with various related examples.

• Journal of Digital Convergence
• /
• v.18 no.4
• /
• pp.411-417
• /
• 2020

In this study, the Interactive advertising in the Outdoor Interactive Digital Signage is taken as the research object, and the effect of the advertising in the Outdoor Interactive Digital Signage compared to the traditional advertising on consumer propensity is studied. Based on the research methods of literature data and case analysis, we first researched and analyzed the impact of the development of the Internet and artificial intelligence on Interactive Digital Signage advertising, combined with consumer trends and habits, according to the characteristics of Interactive Digital Signage advertising, and '199IT-Internet data Based on the data in the Resource Library, and using an example analysis method, three reasons for the impact of Interactive digital signage advertisements on consumer spending tendencies are proposed. The purpose is to provide reference for future companies to use Interactive digital signage for ad placement and help companies. Increase product sales to increase product value and customer trust in the brand.

• Journal of Digital Convergence
• /
• v.20 no.4
• /
• pp.73-82
• /
• 2022

As digital advertising industry grows, consumers' concerns over personal information protect also rise. Thus, the current study is designed to explore college students' perspectives on digital behavioral advertising and personal information protection through in-depth interviews. According to study results, importance of personal information protection is highly regarded among college students and interviewees suggest individuals, companies, and government organizations work together to protect personal information. College students' behavioral level of personal information protection can be divided into three levels such as 1) no-action taken, 2) passive response, and 3) active response. The study found that college students' attitude toward digital behavioral advertising is positive and also negative at the same time. Lastly, the study suggests that college students have positive attitude toward companies' personal information collection and use for the marketing purpose such as digital behavioral advertising. At the discussion section this study puts emphasis on the need for digital media literacy education and suggests practical implications for personal information collection and its procedures.

• Journal of Digital Convergence
• /
• v.12 no.7
• /
• pp.103-112
• /
• 2014

The virtual advertising which emerged in new technology environment and new advertising environment has been executed lately. The right regulation of virtual advertising is very important to the growth of it, because virtual advertising is new form of advertising and it can change program contents easily. In addition, it's time for considering the overall supplementation of virtual advertising regulation, based on the results so far achieved. In this sense, this article examined the regulation of virtual advertising which has been executed since 2010. It first examines the characteristics of advertising in digital media convergence environment and the growth and effect of virtual advertising. Then, research problems were suggested. Based on the research problems, it examines the status of virtual advertising regulation for each country. Then, it analyzes and discusses the major issues related to today's virtual advertising regulation. The article concludes with policy recommendations.

• Journal of Digital Contents Society
• /
• v.18 no.4
• /
• pp.681-690
• /
• 2017

This study is to find the effectiveness of advertising acceptance through NFC advertising and mobile in a cinema environment. The results are as follows. First, personification and participation among interacitivity factors had a positive impact on advertising acceptance. Second, advertising value of NFC advertising had a partially positive impact. Perceived usefulness and ease of use, perceived entertainment, and innovation alos had a positive impact on advertising acceptance. Finally, interactivity, followed by advertising value, had impact on the acceptance of NFC advertising.

• The Journal of the Institute of Internet, Broadcasting and Communication
• /
• v.14 no.1
• /
• pp.139-146
• /
• 2014

This paper proposes a new personalized mobile advertising service using a smartphone connected with a digital signage which is increasingly common for out-of-home advertising. The advertising contents can be transferred with their metadata to a digital signage. Then, the signage delivers only metadata to smartphones in close proximity of it. Based on the user's preference, an application on a smartphone stores advertising metadata and publishes a personalized advertising e-catalog automatically. A smartphone user can browse, edit and share it with friends. In the view of extension of the reach of the advertising contents of various N-Screen devices including a digital signage and a smart TV to a smartphone and supplying personalized advertising data, this advertising model will be very beneficial and commercialized in the near future.

• Journal of the Korea Convergence Society
• /
• v.11 no.12
• /
• pp.89-95
• /
• 2020

This study empirically demonstrates how the amount of advertising attitude and recall information differs according to the type of art infusion advertising (simple borrowing vs. modification vs. reinterpretation) and engagement level (high vs. low) of digital signage. It is to look into. Factorial design was performed between 3×2 subjects, and the hypothesis was verified through a two-way MANOVA analysis. As a result of the study, first, when simply art infusion of masterpieces in digital signage, both advertisement attitude and recall information were found to be low regardless of the level of engagement. Second, in the case of digital signage art infusion advertising, when the engagement is low, the modification has high advertising attitude and recollection. Third, when the level of engagement of digital signage is high, the attitude and recollection of the reinterpreted famous painting borrowing ads are high.

• Journal of the Korean Academic Society of Industrial Cluster
• /
• v.4 no.1
• /
• pp.51-61
• /
• 2010

Digital Signage is outdoor media to provide each content and message through digital displays instead that posters and signs are displayed on public facilities. Recently, digital signage have been popular to deliver variety information and advertising on the rapid development of intelligent digital imaging devices based LCD, LED. Continuously digital signage demand and market are growing because digital signage feature is able to capable of interactive communication. Digital signage is expected that digital advertising market is continue rising in spite of global economic downturn at various research institutions, and it is expected to replace traditional media advertising in a new way with the coming digital signage at convergence media side.

• Journal of Korea Multimedia Society
• /
• v.22 no.4
• /
• pp.515-526
• /
• 2019

DOOH(Digital Out Of Home) advertising targets for reaching consumers through outdoor digital display medias. Traditionally, scheduling of advertisement contents over DOOH medias is usually done by operator's strategy, but an efficient ad scheduling strategy is not easy to find under various advertising contexts. In this paper, we present a context-aware factorization machine-based recommendation model for the scheduling under various advertising contexts, and provide analysis for understanding of the contexts' effects on advertising based on the recommendation model. Through simulation results on the dataset adapted from a real dataset of RecSys challenge 2015, it is shown that the proposed model and analysis based on the model will be effective for better scheduling of ad contents under advertising contexts over DOOH networks.