Mba9기 8일차 박명진2

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Mba9기 8일차 박명진2

  1. 1. ’13 - LTE ’12 ’11 3,500 2,000 3,200 2,000 • • ’10 ’09 75 720 • • •
  2. 2. Mobile Media Usage - Millennial (14~32 Mobile Media Usage – ( ) , US, 2012)
  3. 3. Mobile Media Usage – Source: Ipsos & goole(2012.08) Mobile Media Usage –
  4. 4. • • • • • • [Source : 2012 – ]
  5. 5. [ : ] 4500 4000 3500 3000 2500 2000 1500 1000 500 0 1996 DA 2164 386 376 2011 Source: SA 907 1252 2012 2013(E) (2012.12) vs (US, 2012)
  6. 6. AS-IS TO-BE Why? How?
  7. 7. Strategy-Creative-Media Text Graphical Touch Keyboard Mouse Fingers User Interface Input Device Creation Communication Consumption + Sharing Internet Computing Mobile Internet Computing Device Usage Personal Computing Computing Cycle [Sourc [So [Source : Morgan Stanley] Pizza Time Hut
  8. 8. Media TV Mobile Media Online Mobile AD Tech Mobile Web Display AD HTML5 OOH Print Mobile SMS/MMS GPS Motion Voice QR/MO Mobile App Search AD Social AD Message AD Reward AD Touch AR Radio Branded App Other.. Video AD Targeting Integrated Marketing TV PR Print Online Mobile Offline Demo Geo Interest Situation Event Map/Call Buy OS Device Time Behavior App D/L Social Video Cross Media MKT. Personal Media Push [SKT TGIF ~8/25 ( 2001 8 Interactive 6 ] ! ) Always ON
  9. 9. Mobile App Market Mobile App Market • •
  10. 10. AD-Network (Display AD) < • • • • > • • to
  11. 11. AD-Network (Google Admob) AD-Network (IAD-Nissan)
  12. 12. Branded App (AR - Band-Aids) Branded App (SNS – Heineken Star Player) Pizza Time
  13. 13. [ ] [ ] [ ]
  14. 14. Trend 1. Html5 & Rich Media Trend 1. Html5 rich media AD Rich Media Design Flexibility - Multimedia, 3D & Graphic Effect, Dynamic web Creative Support - Special Mobile Creative Support(Touch, Swipe, Pinch, Tilt, Shake, Accelerometer..) Multiple OS/Screen/Device Support - Multiple OS (Android/IOS .. ), Screen & Device(Online/Mobile/TV.. ) Support - Native App/Web App/Web Support Tracker Compatibility - OS/Screen/Device Report & Track Open Systems Support Speed And Scale - / , &
  15. 15. Trend 1. Html5 rich media AD <Mobile Rich Media AD – Sprout/Html5> Trend 1. Html5 rich media AD <Mobile Rich Media AD – Sprout/Html5>
  16. 16. Trend 2. N-Screen & Video AD Trend 2. N-Screen New Media Video AD
  17. 17. Trend 2. N-Screen Video AD - Beyond TV, Online-Mobile-Tablet AD Exposure + SNS - Mobile - - / , Targeting Targeting/Sponsorship Package Impression, Click, CTR Report/ UV, Reach Report/ GRPs (dawin)? (Video Ad Network Media) – PC/Mobile/Tablet Screen dawin Video Ad-Network Media N-Screen Inventory . . . PMT Screen - PC/Mobile/Tablet Media Coverage PMT Screen Ad CPV Price Social/Interactive Smart Ad Exposure RTB Inventory
  18. 18. Trend 3. Social Trend 3. Social - Utilizing innovative digital technology - Especially Mobile : Movie, Brand App, Game, QR, AR, GPS, Map, Coupon - Fun & Benefit -> Issue Making -> / - Facebook Mobile User 50%, PC User 50% User / , / / On/Off
  19. 19. Trend 3. Social <Social Case – Nike Livestrong>

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