• Journal of Digital Contents Society
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• v.19 no.1
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• pp.1-10
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• 2018

This study is to seek to find the importance of next digital marketing factors by using AHP method and analyze comparison between an advertising expert and a non-advertising expert. In results, the relative importance ranking is as follows; combination (0.26), transformation (0.259), optimization (0.243), and technology (0.238). The relative importance ranking of sub-factors is as follows: artificial intelligence and maching learning (0.086), big data (0.085), and contents curation (0.060). While the relative importance of combination and optimization for an advertising expert is higher than for non-advertising expert, the relative importance of transformation and technology for non-advertising is higher than for an advertising expert. This study provides managerial implication to build digital strategy based on these result.

• Journal of Korea Society of Digital Industry and Information Management
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• v.6 no.2
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• pp.209-224
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• 2010

This study is focus on consumer innovativeness. The purpose of this study is to explore variable that affect users' perceived value of mobile advertising and actual response intension to analyze relationship among variables. We built research new model based on the Technology Acceptance Model(TAM) and the Ducoffe's model(1996). The result of this study can be summarized as below. First, consumer innovativeness had a positive effect on convenience, the entertaining element and informativeness. Second, credibility and convenience had a positive effect on mobile advertising value. Third, Mobile advertising value had a positive effect on actual response intention to mobile advertising. As shown in the result of this study, the relation between perceived value of mobile advertising and actual response intention, depending on innovativeness in accordance with mobile advertising characters elements.

• Journal of Convergence for Information Technology
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• v.11 no.1
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• pp.71-79
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• 2021

This study looked at the conflict between the aspect of the use of personally non-identifiable information for the development of the big data industry and the digital advertising industry and the aspect of personal information protection. In order to achieve the research purpose, this study focused on literature research such as thesis, legal texts, administrative regulations, and recent media articles. As a result of this study, the main issues related to the protection of personally non-Identifiable Information in digital behavioral advertising were 'conflict between freedom of advertising expression and personal rights', 'personalization of unidentifiable information', 'information imbalance'. In this regard, as measures to protect personally non-identifiable information in digital behavioral advertising, it was proposed to 'harmonize with freedom of advertising expression and personal rights, 'improve notification and consent. process', and 'reinforce the right to control personal information'.

• The Journal of the Korea Contents Association
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• v.13 no.12
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• pp.149-167
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• 2013

This study focuses how storytelling in advertising has introduced and determinated mobile telecommunication technology as a digital technology in the process of its rapid acceptance into our society. The objective of the study is to confirm the role of advertising in introducing technology into a society and the relation between advertising and technology by chasing the digital discourse produced by advertising while digital technology permeates through our society. This study uses content analysis for basic research and discourse analysis for exploring the change of digital discourse in the corporate ads of mobile telecommunication companies since 15 years. As a result, 1) 'digital' and 'analogue' discourses were found to be competing and contesting with each other across the years. Digital discourse mainly connected to a new mode of thinking and lifestyle appeared predominant in the early period, but eventually gave way to its alternative, analogue dialogue. The analogue discourse was brought with such values as humanity, slowness and happiness, which has been by and large undermined by the new, fancy digital technologies and their world, 2) whereas some mixed forms of these two discourses were also found. 3) In the meantime, digital-based mobile communication technologies were identified with people who think outside of box and have an innovative attitude toward their life in the ads. Through this signification process, the ads contribute to permeation of mobile communication technology into our daily life.

• Journal of Digital Convergence
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• v.16 no.11
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• pp.275-280
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• 2018

This study attempts to examine the equity of regulation in advertising. After scrutinizing asymmetric regulation in advertising, this study propose measures to increase the equity of advertising regulation. This study proposed horizontal regulation and unification of regulatory agencies as direction of increasing the equity of regulation in advertising. In order to ensure the equity of advertising regulation in the new types of media that appear in various ways, horizontal regulation that decides advertising regulation policy based on the nature of contents or service is desirable. To increase the equity of regulation in advertising, it is recommended that the advertising regulatory system be operated with integrated regulatory organization.

• The Transactions of the Korean Institute of Electrical Engineers P
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• v.65 no.4
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• pp.321-325
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• 2016

The purpose of this study was to develop a system capable of operating a digital signage system at a low cost by utilizing existing equipment (TV, monitors, tablet PC, etc.). In particular, by developing an easy way to install the store's small business owners it can operate their small business installing digital signage in the store in addition to a public place. This easily exposed by a targeted advertising and local advertising and information of each store customers can maximize the advertising effect.

• International Journal of Advanced Culture Technology
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• v.10 no.1
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• pp.196-203
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• 2022

Developing smart cities increasingly relies on metaverse technology. This has become much more apparent in the post-COVID-19 pandemic urban environment. The demand for fast processing of huge amounts of data and the convergence of various media types is essential for keeping city residents well-informed and safe. This paper builds on recent research on metaverse, smart cities, and digital outdoor advertising media. It proposes that "space culture media", which collectively functions by using physical or virtual spatial information, will play a key role in the smart city, functioning as an augmented city. Specifically, this paper deals with significant issues related to the smart city changes created by tecoration, a metaverse urban media space facilitated and enhanced through digital outdoor advertising.

• Journal of Digital Convergence
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• v.12 no.1
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• pp.263-271
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• 2014

Era of multi-channel digital multimedia on the Internet, cable, satellite and IPTV and the growth of new media such as terrestrial broadcast advertising with the poor rating has also dropped sharply. In this situation, terrestrial TV suggesting the introduction of in-program advertising appearing comments. In this study, the introduction of these intermediate advertising the public and professional awareness about the issue by comparing the introduction of in-program advertising feasibility was done in the purpose. Studies on terrestrial TV suggesting the introduction of in-program advertising and public opinion about the differences in perception between experts is high. The introduction of in-program advertising validity of these data for future in-program advertising to provide a basis for enforcement is expected to give.

• Journal of Digital Convergence
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• v.11 no.8
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• pp.321-330
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• 2013

This study attempts to understand the motives for using IPTV advertising and to understand the impact of the motivations on using behavior of IPTV advertising. To understand the motives for using IPTV advertising, a survey was conducted after pre-test for questionnaire design. The Composition of motive factors were ascertained through factor analysis. The analysis produced 4 dimensions of motives for using IPTV advertising, including 'economic motivation', 'information', 'advertising', and 'passing time/habit'. Each motive impacted on each using behavior differently.

• The Journal of the Convergence on Culture Technology
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• v.10 no.2
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• pp.81-90
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• 2024

The purpose of this study is to examine the possibility of combining DOOH advertising, which has fully met the functional requirements of a standalone digital medium, with transmedia storytelling as a expansion of a new advertising area. This researcher examined the concept of transmedia storytelling used in various fields and its application cases in dramas, movies, and webtoons, and analyzed examples of transmedia storytelling approaches in the field of advertising. As a result of the analysis, it was analyzed that although OOH advertising has brought many changes in the way of content implementation with the advent of digital signage, DOOH advertising needs to be approached in a more diverse way in a situation where the boundaries that were considered to be the unique domain of each content are blurring. In particular, it has been analyzed that it can not only fulfill its role as an independent medium but also expand the scope of DOOH advertising by combining it with transmedia storytelling enthusiasts. These results suggest the need to incorporate DOOH advertising with transmedia storytelling strategies.