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Incross digital media trend story 2014.10

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Incross digital media trend story 2014.10

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Incross digital media trend story 2014.10
??????????? Theme Global Market Issue ??iPhone vs. Android ????????? ??????????????? ???????????????? Creative Campaign Fiat ¡°Fiat Live Store¡± WallersCrisps ¡°Tweet to eat¡± Bon Aqua ¡° Eco Cam¡± Media News ??????? Market Issue ?????????? 2014?2?????????? ?7???????????(?????) ??????? ?????????????? ?????486 ???????? ????TV ???????? ???????????? ??Ad@m????? Media New Ad
???????????
??????????? ???, 9.8% ????, 16.2% ????, 13.3% ???, 2.7% ?????, 5.1% ???, 2.5% ????, 12.8% ??, 37.6% ???, 11.3% ????, 16.8% ????, 13.6% ???, 4.6% ?????, 8.0% ???, 4.1% ????, 7.1% ??, 34.5% <?????????> 2008? 2014?(E) 1) ???????? ???????????????64???, ???/????53????? ??????????????????????????????????????????????? 2014???????????????/???????????83%???? ??: ?????????, ???/ ???, ???????, ??????? 7,700 7,700 8,200 8,900 9,800 57,371 65,408 79,284 87,370 96,800 272,421 324,827 372,066 411,611 462,713 3,000 6,000 17,000 39,700 76,000 2010? 2011? 2012? 2013? 2014?(E) ???? ??? ????? M ??? (??: ??) 83% <??????????????????>
??????????? 2) ????????????? 2014???????,????????700?? ?????2014????????????572?, ????????128??? ??????, ??3???????????????56% ??????????, ???????????216% ?? <??????????> <??????????> ??: ????? 2012???? 2013???? 2014???? 461.2? 505.3? 572.4? 56% ??????, 25% ???, 21% SK???, 10% 2012???? 2013???? 2014???? 3.7? 40.5? 128.0? 216% ??
??????????? - 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 ??? ??? ???79% ???21% 3) ??????????? ????????20%?????????????? ??????????????????????????79%, 21% ?? ?????5?????GS????????????91%????????????????? ??: ?????/ 2014.1 ~ 8 <?????????????> <????????????15 ???>
0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 2013?1? 2013?2? 2013?3? 2013?4? 2013?5? 2013?6? 2013?7? 2013?8? 2013?9? 2013?10? 2013?11? 2013?12? 2014?1? 2014?2? 2014?3? 2014?4? 2014?5? 2014?6? 2014?7? 2014?8? ??????????? 3) ???????????(???) ???????????4?, 7?, 10?11?????? 4??7???, ??????????????????? ?????????????????????????? <???????????(???)> ?????????? ?????????? ??: ????? ???: ????? ????: 2014 NEW DREAM JOURNEY ????????????? ???:??????(??) ????: ALL KILL DAY ???:????? ????: 2013?9??????????????? (??: ??)
??????????? 3) ???????????(???) ????????????????85%, ????11% ???????????????????????????????, ??, ???, ????????? ???????????????????????????????? ??85% ???11% ????1% ???1% ??1% ??1% ?? ??? ???? ??? ?? ?? ??: ?????/ ????: 2014.1 ~ 2014.8 <???????????????> <???????TOP10 ?????> - 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 35,000,000
0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 ??????????? 3) ???????????(???) ???????????2013?7??????????????????? ?????3??2013?7?????????????????????????????????? <??????????????> ??: ????? 307 6,785 1,452 1,685 15,553 4,600 56,215 150,523 243,910 273,618 208,924 313,157 1? 2? 3? 4? 5? 6? 7? 8? 9? 10? 11? 12? <2013??????3?????????> (??: ??) (??: ??)
??????????? 3) ???????????(???) ???????????50%???????????? ??????????????????????, ??, ?????????????, ??????????????????(???), ?????(??????), ??(??)?????? ??: ?????/ ????: 2014.1 ~ 2014.8 <????????????????> <????TOP10 ?????????> - 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 ??????50% ??19% ???18% ??7% ???5% ???1% ????0% ??0% ?????? ?? ??? ?? ??? ??? ???? ??
??????????? ???? ??????? ????? ??????? ??????????? ?? 2011.08 40% 560% 30?, 20? ??>??>??>?? ??? 2011.08 30~40% 560% 30?, 20? ??>??>??>?? ????? 2010.01 45% 240% 30?, 20? ??>??>??>?? ???? 2010.01 19% ??? 30?>20?, 40? ???? ????? 2010.04 6% 284% 30??? ???, ?? H? 2010.04 30~40% ??? 30? ??>??>???>??? ???? 2010.05/2011.05 20% 35% 20? ???? CJ??? 2010.05 18% 350% 30? ????, ???, ??? GS SHOP 2010.03 ??? ??? 30~40? ??, ???? ?? 2011 8~10% 300% 30?, 40? ???, ???> ??> ??? APPENDIX ?????????????????????20,30? ??: ????, ???????????? <???& ???????????????>
?????????? 2014?2?????????? ?7???????????(?????)
??????????
0 50 100 150 200 250 300 350 ??? ?? 164? 43? ?4?¡ü 279? ??: ?? 322? ?????????? ??: Nielsen Koreanclick(Android), 2014.05 1) ?? ????????????????????????????????? ???????????? 0 2 4 6 8 10 12 14 16 18 ????? ???? ??: ??? ??????????????? ?????????????? ??: Nielsen Koreanclick(Android), 2014.07 ???????????????????????????????????? ???????????????????????????????????????????? ?2?¡ü <???????????????????(E)> <??????????????(E)> ?????????????????322?????? ????????2???????
?????????? 2) ??? 9?1???, ??????????????PC???????? ??????????????????????????????????????? ?????????????????????????????????????? ???PC ???????? -???????????????, ??????????????????????????????????? ??? ??? -?????-???- ????-??????????????????, ???????????? ?3???2????? ????????????????? ??? ??? ??????????? -????????????????????????????????????????, ???????????? ??????? -????????, ????????????????????
?????????? 2) ??? ??????????????????????????????/?? ????????????????, ?????????????????? ?????????????? ??????? ???? ???? ¡ù LTPS: Localized-Temporal Personalization System??? ??????????????????????????????????????????? ????? ¡®??¡¯?¡®??¡¯?????????????LTPS??????????????, ?????????????? ????????????????, ???????????????????????? ????????? ???????????????????????????????????????? ????????????? ?????????????? ?????????????????????????? ??????????????, ?? ¡ø¡®??¡¯ ???, ??????? ?¡®?????¡¯ ???, ???????????????
?????????? 3) ?? ??, ????????????????????????? ????????????????????????????????????????? ?????????????????????????(UX) ???? ??????????¡°????¡± ????? ?????????????????? ¡°????¡± ????? ???, T ?, ????, ??? 4????????????? ???????10?????????? ?????????????????? ??????????????? ???????????? 3? 5? 6? 7?2014 9? ????????????
?????????? 4) ??? ????????????????????????????????? ????'TV ??????' ??????????????, '?????'?'????'? ?????????????????????????'???'??????? TV?????? ????? ???? ¡®TV ??????¡¯ ????? -????????TV ??????? ?????????????? -?????¡¤?¡¤?????, ?????????????????????????????????????????? ¡®?????¡® ????? -??????, ????????100????????????????? -????????????????????????????? ¡®????¡® ????? -??????????????????????????????? -?????????????????, ??????????????????????????????????????????????
2014?2??????????
2014?2?????????? ??: ??????? ???SKT?1?, LG U+?????20%??? LTE ????????????????????LG U+????????? 3G ????????????LTE ????6?????58.56%???? 1) ???????????50.04%50.09%50.42%50.14%50.10%50.10% 30.06%30.04%29.86%29.84%30.13%30.13% 19.89%19.89%19.72%20.02%19.77%19.77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% LG U+ KT SKT 1? 6? 2? 3? 4? 5? ???????????? ????????????????13.71%13.32%13.06%12.90%12.73%12% 32.62%31.51%30.98%30.53%29.77%28.96% 53.67%55.16%55.96%56.57%57.50%58.56% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1? 2? 3? 4? 5? 6? LTE 3G 2G
2014?2?????????? ?????????????, ????????????? ???????????????SKT 48.47%, KT 30.35%, LG U+ 21.18% iPad???????????KT?????36??????????????1???? 2) ??????????, ?????? ??: ??????? (??: ?) 264,427 265,540 267,259 262,668 260,357 257,230 382,413 384,315 378,496 372,684 366,753 362,823 11,925 11,285 10,813 9,962 9,180 8,594 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 1? 2? 3? 4? 5? 6? LG U+ KT SKT1,843 1,861 1,882 1,866 1,871 1,893 1,137 1,144 1,143 1,148 1,176 1,185 802 810 808 826 821 827 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 1? 2? 3? 4? 5? 6? LG U+ KT SKT (??: ??) ????????????? ????????????
2014?2?????????? LTE ????????????????570????57,392???? ???????????SKT 48.68%, KT 31.34%, LG U+ 19.97%?? ARPU?LG U+?KT???? 3) ????????? ??????????ARPU(????????) 2,794.00, 49% 1,798.80, 31% 1,146.40, 20% SKT KT LG U + 57,392?? 12?2Q 12?3Q 12?4Q 13?1Q 13?2Q 13?3Q 13?4Q 14?1Q 14?2Q SKT 32,923 33,135 33,761 33,668 34,012 34,909 35,650 35,309 36,013 KT 29,447 29,970 30,697 31,116 31,615 31,332 32,160 32,902 33,619 LG U+ 29,903 31,224 31,697 32,616 33,834 34,495 35,388 35,362 35,636 29,000 30,000 31,000 32,000 33,000 34,000 35,000 36,000 37,000 ???????????? (??: ?) (??: ???) ??: ???IR ??
?7???????????(?????)
?2014 ?7????????(AD STARS) ????????: ??????????????????? ???: 2014.8.21 ~ 2014.8.23 ???:????? ?????:?62??1?2,591??? ?????:1,666?????, 164???, 78?????? ??????, ????????? Award Name Award Section Prize Agency Advertiser Title Finance/Services Interactive Crystal Innored SKTelecom Mobile Orchestra Electronics/IT/Office Equipments Mobile Silver CheilWorldwide SamsungElectronics Another Me Corporate/Institution/ Industry Mobile Crystal HandongUniversity T money Touch to Hitch Beverage Mobile Crystal ChungangUniversity CGV theater CGV movie reader Finance/Services Integrated Crystal HS Ad Korean Air Mybeloved Europe Top 10
????¡°Another me¡± ???????????????????????????????????????????????????Sync ???????????? ?Title : Another Me ?Nation : Korea, Republic Of ?Advertiser :CheilWorldwide/ Samsung Electronics ?Brand : Samsung Electronics ?Agency : CheilWorldwide ?Award Name : Silver ?Rundown : NFC???????????????????????????????????????????????????????? ??????????????????????????????????????? ?Result : ¨C???????????????????8% ???? ¨C??????12%???? ¨C?????????????????????11% ??
????¡°Power Sleep¡± ?????????????????????CPU ??????? ????????????????? ?Title : Power Sleep ?Nation : Worldwide ?Advertiser :CheilWorldwide/ Samsung Electronics / University of Vienna ?Brand : Samsung Electronics ?Agency : CheilWorldwide ?Award Name : Silver ?Rundown : ?????????????????????????????????????????????????CPU???????????????? ?Result : ¨C???2???13??????????? ¨C?????7?5000? ¨C1?????CPU??2.2?????(???????????300?????)
PUMA¡°Run Navi¡± ?????????¡®PUMA¡¯??????????????????????? ?????????????????? ?Title : RUN Navi ?Nation : Japan ?Advertiser :Puma japan ?Brand : Puma ?Agency : Beacon/Leo Burnett Tokyo ?Award Name : Crystal ?Rundown : ??????????GPS????????????????(KM)????????????????????????????????????????????????????????? ?Result : ¨C????????????1? ¨C3???10???????????
Sunshine Aquarium¡°Penguin Navi¡± ??????????????????????????? ????????????????? ?Title : Penguin Navi ?Nation : Japan ?Advertiser :HAKUHODO INC./ Sunshine City Corporation ?Brand : SUNSHINE Aquarium ?Agency : HAKUHODO INC. ?Award Name : Bronze ?Rundown : GPS?????????????????????????????????????????????????????????????????????????? ?Result : ¨C???????152% ?? ¨C???9??????32% ???7?????? ¨C93%????????????????
UNHCR ¡°Invisible People¡± ?????????????????????????? ?????????????????? ?Title : Invisible People ?Nation : Korea, Republic Of ?Advertiser :CheilWorldwide/ UNHCR Seoul Branch ?Brand : UNHCR ?Agency : CheilWorldwide ?Award Name : Gold (Grand Prix) ?Rundown : ???3D??????????????????????QR???NFC?????????????????????????????????,????????????????????????? ?Result : ¨C3???48,216??????? ¨C????5,000??????????? ¨C87??UNHCR??
??iPhone vs. Android ????????? ??????????????? ????????????????
??iPhone vs. Android ????????? Android?iPhone??????????, 1????????iPhone??? ?????iPhone?Android????????????????40???????????? iPhone ????Android????????????????????????? ??:comScore 62.6 76.1 iPhone Android 64 55 iPhone Android ????? 1????????? ??: ??? ????? 85,000 61,000 iPhone Android <?????> <????> ??: ?? 40 40 iPhone Android ????
??????????????? ???????????????????, ???? ?????????????????, ?????, ???, ??????????????? ????????34%???, ?????????????????????????????? <?????????????> 25% 16% 8% 5% 5% 4% 4% 34% ?????? ?? ???(Podcast ?) ??? ????? ??????? ?? ?? ??:comScore
???????????????? ????????????????????, ????????????? ??: eMarketer <????????> $3.82 $5.96 $7.77 $9.59 $11.25 $12.82 32.2% 56.0% 30.4% 23.4% 17.3% 13.9% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% $0.00 $2.00 $4.00 $6.00 $8.00 $10.00 $12.00 $14.00 2013 2014 2015 2016 2017 2018 ????????? ??? 21.2% 18.9% <????????????????> 55.0% 48.7% 44.7% 41.3% 39.1% 37.8% 21.6% 26.7% 28.7% 29.6% 30.1% 30.1% 14.9% 16.7% 19.1% 21.8% 23.8% 25.3% 8.5% 7.9% 7.6% 7.2% 7.0% 6.8% 2013 2014 2015 2016 2017 2018 ????(????, ???????) ??? ????? ???? ?????? 2014???????????????????????6.3%p ?????, ??????5.1%p ?? 2014??????????????56% ??? ??: billion
Fiat ¡°Fiat Live Store¡± WallersCrisps ¡°Tweet to eat¡± Bon Aqua ¡° Eco Cam¡±
Fiat ¡°Fiat Live Store¡± ?????¡®???¡¯??????????????????????????? ??????????????????????????????????? < Campaign Overview > ?Period: 2014?2? ?Nation: ??? ?Rundown : ??????????????????????????????????????1:1???????????????????????????????????????????????? ?Review ¨C???????????465,000? ¨C???????????????67.4% ¨C???????????????7.5.?
WallersCrisps ¡°Tweet to eat¡± ??????¡®Walkers Crisps¡¯???????????????????? ????????????????? < Campaign Overview > ?Period: 2014?8? ?Nation: ?? ?Rundown : ???????????2????????, ?????????????????????????????????????????????????? ?walkers crisps??????????????????????????????. ?Review ¨C2????????260??????????
Bon Aqua ¡°Eco Cam¡± ?????????¡®Bon Aqua¡¯?????????????pet????????????????????????????????????????? < Campaign Overview > ?Period: 2014?2? ?Nation: ????? ?Rundown : ??????????????????????????????????????????????????????????,?? ????????????????????????????????????????????????? ?Review ¨C??????????????????7,000????? ¨C???????????????
???????
??????? -???????????????????????????????????? -????????????????? ???????????????????????????????????????? -?????????????????? ????????????????? ?????????????'?????????'???????? ????????????? ?????, 1??????? ??, ??????-PC-??? [??:????, ??????] -?????????????????????????????????'??' ????? -??????????????, PC??????????????? ??????????????? -???????????1,700????, ????(2,300??)?75%????? ??????? ???5?????¡¸ßB¼Ó¡¹(LianJia)? ????????????????? -??????????¡®LINE ???¡¯? ???????????9?22??? 1???? -??????2?5??????? ??????2500?????????? ¡®??????¡¯???? ??,?????? -???????????(MAU)??? ????????????????? ???????????????? ??????????, ??????
1. ??????? -????????????????? ??????????????????????????????? -??????????????, HD?? ?????????¡¤??¡¤?????? ????????????? -????????????????? ??????????,???????????????????????????2.5??? ???, ????????? [??:????, ??????] -?????????¡®?????¡¯? ????????????? -??????????????????????????? -??110??????¡¤???¡¤???? ??????13?????????? '?????¡® ?????? ?????100????? -LG CNS????????????? ?????'?????' ????? ???2?????100?????? -?????????5??????? 16???????????????? ?????? -?????????(YouTube FanfestSeoul)????????????????????????, ???26???????????? -?????????????(?????) ???????????????65% ?????????????????? ??????????????20??70%??????????????, -???????????1???????????????????????? ???? ?????????
Online Mobile ??Ad@m????? NEW ??????? ?????????????? ?????486 ???????? ????TV ???????? ???????????? NEW NEW NEW NEW NEW Renewal
??????? ???, ???????? PC????????????????????????????????? ????: 2014.9 ???: ?????????????????,????????????????????????1???????? ???? ¡ø?????????? ?????????¡®TV???¡¯???????????
??????? ???, ????????????? ????????, ????????????????????VOD ??????? ?????: 2014.10 ~ 2015. 5 ???: ??????????????????,VOD?????????, ????????????? ???? ?? ??? NO/???? ???? PC? ????? ¢Ù????/ ??? ????? ?7? ¢Ú????????? ¢Û??280x240 ???? TV ??? ¢Ü??????????? ¢Ý???? ¢Þ?????? ???? ¢ß????????? ¢à??????? ??? ????? ¢á????/ ??? TV ??? ¢â???? ??????? ???? ¢Ù ¢Ú ¢Ý ¢Ü ¢ß ¢Û ¢Þ ¢à ¢á ¢â ?
??????? ??, ???486 ????? ????????????????? ????: 2014. 9 ???: ????????????????????? ???? ???? ??? ???? ???? 468*60 CPM1,000? ?????????? ??/???, ???, ??????
??????? ??, ??????????? ???????????????????????????????????????? ?????: 2014. 9 ???: ??????????????????????????, ??????????????????????? ???? ¡ø?????????size_up ???? ???? ???? FPS ??? ????? ?????? 30 FPS 100*150
????TV ??????????? ????????????,PC ??????????? ?????: 2014.9. 19 ~ 10. 4 ???: ????????????????????????????? ??????? No ??? ??? ?? 1 ?????? 640*96 ?4???? 2 ????BJ_AD?? 640*360 ?4???? 3 VOD???15? 640*360 ?4???? ?5??SKIP?? 4 VOD???15? 640*360 ?4???? ?5??SKIP?? 5 ????TI????(???) 935*353 ??????: 3??? ??????: 1??? 6 ???? 200*456 ?????????? 7 ?????TI 960*53 960*403 8 ????? 309*183 255*150 9 VOD???5? 640*360 ?????????? 10 ????? 440*38 ?4???? 11 ??????15? 640*480 12 ????BJ_AD?? 640*360 13 ???????15? 640*480 ???? ???? ¢Ù ¢Ú ¢Ý ¢Ü ¢Þ ¢ß ¢Û ¢Þ ¢à ¢á ¢â ???
??????? ????, ????????????? ?????????????????????????????????? ???? ???? ?????: 2014. 9.19 ~ 10.4 ???: ?????????????????,pc ????????? ??????????.?????????????? ??, ??????????????????. Option ????(1?????) A ??????(9?28?) B ??????(10?2?) C A,B????????1?? Option ????(3?????) A ????4????(9?26?-28) B ??????(10?2?) C A,B????????1?? ¡øPC????? ?????????
??????? ??, Ad@m??????? ???Device?????????CPC??????????????? ????: 2014.9 ???:??CPC?????????????????, ????????????????? ???? ???? ?? ???? ???? ??? ???? ???DAUM?????, ?????? ??????? 640*960(???) PNG 960*640(???) PNG ¡ø??????????????????(Ad@mCPC 70?, TNK CPC 100?)
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Incross digital media trend story 2014.10

  • 2. ??????????? Theme Global Market Issue ??iPhone vs. Android ????????? ??????????????? ???????????????? Creative Campaign Fiat ¡°Fiat Live Store¡± WallersCrisps ¡°Tweet to eat¡± Bon Aqua ¡° Eco Cam¡± Media News ??????? Market Issue ?????????? 2014?2?????????? ?7???????????(?????) ??????? ?????????????? ?????486 ???????? ????TV ???????? ???????????? ??Ad@m????? Media New Ad
  • 4. ??????????? ???, 9.8% ????, 16.2% ????, 13.3% ???, 2.7% ?????, 5.1% ???, 2.5% ????, 12.8% ??, 37.6% ???, 11.3% ????, 16.8% ????, 13.6% ???, 4.6% ?????, 8.0% ???, 4.1% ????, 7.1% ??, 34.5% <?????????> 2008? 2014?(E) 1) ???????? ???????????????64???, ???/????53????? ??????????????????????????????????????????????? 2014???????????????/???????????83%???? ??: ?????????, ???/ ???, ???????, ??????? 7,700 7,700 8,200 8,900 9,800 57,371 65,408 79,284 87,370 96,800 272,421 324,827 372,066 411,611 462,713 3,000 6,000 17,000 39,700 76,000 2010? 2011? 2012? 2013? 2014?(E) ???? ??? ????? M ??? (??: ??) 83% <??????????????????>
  • 5. ??????????? 2) ????????????? 2014???????,????????700?? ?????2014????????????572?, ????????128??? ??????, ??3???????????????56% ??????????, ???????????216% ?? <??????????> <??????????> ??: ????? 2012???? 2013???? 2014???? 461.2? 505.3? 572.4? 56% ??????, 25% ???, 21% SK???, 10% 2012???? 2013???? 2014???? 3.7? 40.5? 128.0? 216% ??
  • 6. ??????????? - 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 ??? ??? ???79% ???21% 3) ??????????? ????????20%?????????????? ??????????????????????????79%, 21% ?? ?????5?????GS????????????91%????????????????? ??: ?????/ 2014.1 ~ 8 <?????????????> <????????????15 ???>
  • 7. 0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 2013?1? 2013?2? 2013?3? 2013?4? 2013?5? 2013?6? 2013?7? 2013?8? 2013?9? 2013?10? 2013?11? 2013?12? 2014?1? 2014?2? 2014?3? 2014?4? 2014?5? 2014?6? 2014?7? 2014?8? ??????????? 3) ???????????(???) ???????????4?, 7?, 10?11?????? 4??7???, ??????????????????? ?????????????????????????? <???????????(???)> ?????????? ?????????? ??: ????? ???: ????? ????: 2014 NEW DREAM JOURNEY ????????????? ???:??????(??) ????: ALL KILL DAY ???:????? ????: 2013?9??????????????? (??: ??)
  • 8. ??????????? 3) ???????????(???) ????????????????85%, ????11% ???????????????????????????????, ??, ???, ????????? ???????????????????????????????? ??85% ???11% ????1% ???1% ??1% ??1% ?? ??? ???? ??? ?? ?? ??: ?????/ ????: 2014.1 ~ 2014.8 <???????????????> <???????TOP10 ?????> - 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 35,000,000
  • 9. 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 ??????????? 3) ???????????(???) ???????????2013?7??????????????????? ?????3??2013?7?????????????????????????????????? <??????????????> ??: ????? 307 6,785 1,452 1,685 15,553 4,600 56,215 150,523 243,910 273,618 208,924 313,157 1? 2? 3? 4? 5? 6? 7? 8? 9? 10? 11? 12? <2013??????3?????????> (??: ??) (??: ??)
  • 10. ??????????? 3) ???????????(???) ???????????50%???????????? ??????????????????????, ??, ?????????????, ??????????????????(???), ?????(??????), ??(??)?????? ??: ?????/ ????: 2014.1 ~ 2014.8 <????????????????> <????TOP10 ?????????> - 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 ??????50% ??19% ???18% ??7% ???5% ???1% ????0% ??0% ?????? ?? ??? ?? ??? ??? ???? ??
  • 11. ??????????? ???? ??????? ????? ??????? ??????????? ?? 2011.08 40% 560% 30?, 20? ??>??>??>?? ??? 2011.08 30~40% 560% 30?, 20? ??>??>??>?? ????? 2010.01 45% 240% 30?, 20? ??>??>??>?? ???? 2010.01 19% ??? 30?>20?, 40? ???? ????? 2010.04 6% 284% 30??? ???, ?? H? 2010.04 30~40% ??? 30? ??>??>???>??? ???? 2010.05/2011.05 20% 35% 20? ???? CJ??? 2010.05 18% 350% 30? ????, ???, ??? GS SHOP 2010.03 ??? ??? 30~40? ??, ???? ?? 2011 8~10% 300% 30?, 40? ???, ???> ??> ??? APPENDIX ?????????????????????20,30? ??: ????, ???????????? <???& ???????????????>
  • 14. 0 50 100 150 200 250 300 350 ??? ?? 164? 43? ?4?¡ü 279? ??: ?? 322? ?????????? ??: Nielsen Koreanclick(Android), 2014.05 1) ?? ????????????????????????????????? ???????????? 0 2 4 6 8 10 12 14 16 18 ????? ???? ??: ??? ??????????????? ?????????????? ??: Nielsen Koreanclick(Android), 2014.07 ???????????????????????????????????? ???????????????????????????????????????????? ?2?¡ü <???????????????????(E)> <??????????????(E)> ?????????????????322?????? ????????2???????
  • 15. ?????????? 2) ??? 9?1???, ??????????????PC???????? ??????????????????????????????????????? ?????????????????????????????????????? ???PC ???????? -???????????????, ??????????????????????????????????? ??? ??? -?????-???- ????-??????????????????, ???????????? ?3???2????? ????????????????? ??? ??? ??????????? -????????????????????????????????????????, ???????????? ??????? -????????, ????????????????????
  • 16. ?????????? 2) ??? ??????????????????????????????/?? ????????????????, ?????????????????? ?????????????? ??????? ???? ???? ¡ù LTPS: Localized-Temporal Personalization System??? ??????????????????????????????????????????? ????? ¡®??¡¯?¡®??¡¯?????????????LTPS??????????????, ?????????????? ????????????????, ???????????????????????? ????????? ???????????????????????????????????????? ????????????? ?????????????? ?????????????????????????? ??????????????, ?? ¡ø¡®??¡¯ ???, ??????? ?¡®?????¡¯ ???, ???????????????
  • 17. ?????????? 3) ?? ??, ????????????????????????? ????????????????????????????????????????? ?????????????????????????(UX) ???? ??????????¡°????¡± ????? ?????????????????? ¡°????¡± ????? ???, T ?, ????, ??? 4????????????? ???????10?????????? ?????????????????? ??????????????? ???????????? 3? 5? 6? 7?2014 9? ????????????
  • 18. ?????????? 4) ??? ????????????????????????????????? ????'TV ??????' ??????????????, '?????'?'????'? ?????????????????????????'???'??????? TV?????? ????? ???? ¡®TV ??????¡¯ ????? -????????TV ??????? ?????????????? -?????¡¤?¡¤?????, ?????????????????????????????????????????? ¡®?????¡® ????? -??????, ????????100????????????????? -????????????????????????????? ¡®????¡® ????? -??????????????????????????????? -?????????????????, ??????????????????????????????????????????????
  • 20. 2014?2?????????? ??: ??????? ???SKT?1?, LG U+?????20%??? LTE ????????????????????LG U+????????? 3G ????????????LTE ????6?????58.56%???? 1) ???????????50.04%50.09%50.42%50.14%50.10%50.10% 30.06%30.04%29.86%29.84%30.13%30.13% 19.89%19.89%19.72%20.02%19.77%19.77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% LG U+ KT SKT 1? 6? 2? 3? 4? 5? ???????????? ????????????????13.71%13.32%13.06%12.90%12.73%12% 32.62%31.51%30.98%30.53%29.77%28.96% 53.67%55.16%55.96%56.57%57.50%58.56% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1? 2? 3? 4? 5? 6? LTE 3G 2G
  • 21. 2014?2?????????? ?????????????, ????????????? ???????????????SKT 48.47%, KT 30.35%, LG U+ 21.18% iPad???????????KT?????36??????????????1???? 2) ??????????, ?????? ??: ??????? (??: ?) 264,427 265,540 267,259 262,668 260,357 257,230 382,413 384,315 378,496 372,684 366,753 362,823 11,925 11,285 10,813 9,962 9,180 8,594 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 1? 2? 3? 4? 5? 6? LG U+ KT SKT1,843 1,861 1,882 1,866 1,871 1,893 1,137 1,144 1,143 1,148 1,176 1,185 802 810 808 826 821 827 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 1? 2? 3? 4? 5? 6? LG U+ KT SKT (??: ??) ????????????? ????????????
  • 22. 2014?2?????????? LTE ????????????????570????57,392???? ???????????SKT 48.68%, KT 31.34%, LG U+ 19.97%?? ARPU?LG U+?KT???? 3) ????????? ??????????ARPU(????????) 2,794.00, 49% 1,798.80, 31% 1,146.40, 20% SKT KT LG U + 57,392?? 12?2Q 12?3Q 12?4Q 13?1Q 13?2Q 13?3Q 13?4Q 14?1Q 14?2Q SKT 32,923 33,135 33,761 33,668 34,012 34,909 35,650 35,309 36,013 KT 29,447 29,970 30,697 31,116 31,615 31,332 32,160 32,902 33,619 LG U+ 29,903 31,224 31,697 32,616 33,834 34,495 35,388 35,362 35,636 29,000 30,000 31,000 32,000 33,000 34,000 35,000 36,000 37,000 ???????????? (??: ?) (??: ???) ??: ???IR ??
  • 24. ?2014 ?7????????(AD STARS) ????????: ??????????????????? ???: 2014.8.21 ~ 2014.8.23 ???:????? ?????:?62??1?2,591??? ?????:1,666?????, 164???, 78?????? ??????, ????????? Award Name Award Section Prize Agency Advertiser Title Finance/Services Interactive Crystal Innored SKTelecom Mobile Orchestra Electronics/IT/Office Equipments Mobile Silver CheilWorldwide SamsungElectronics Another Me Corporate/Institution/ Industry Mobile Crystal HandongUniversity T money Touch to Hitch Beverage Mobile Crystal ChungangUniversity CGV theater CGV movie reader Finance/Services Integrated Crystal HS Ad Korean Air Mybeloved Europe Top 10
  • 25. ????¡°Another me¡± ???????????????????????????????????????????????????Sync ???????????? ?Title : Another Me ?Nation : Korea, Republic Of ?Advertiser :CheilWorldwide/ Samsung Electronics ?Brand : Samsung Electronics ?Agency : CheilWorldwide ?Award Name : Silver ?Rundown : NFC???????????????????????????????????????????????????????? ??????????????????????????????????????? ?Result : ¨C???????????????????8% ???? ¨C??????12%???? ¨C?????????????????????11% ??
  • 26. ????¡°Power Sleep¡± ?????????????????????CPU ??????? ????????????????? ?Title : Power Sleep ?Nation : Worldwide ?Advertiser :CheilWorldwide/ Samsung Electronics / University of Vienna ?Brand : Samsung Electronics ?Agency : CheilWorldwide ?Award Name : Silver ?Rundown : ?????????????????????????????????????????????????CPU???????????????? ?Result : ¨C???2???13??????????? ¨C?????7?5000? ¨C1?????CPU??2.2?????(???????????300?????)
  • 27. PUMA¡°Run Navi¡± ?????????¡®PUMA¡¯??????????????????????? ?????????????????? ?Title : RUN Navi ?Nation : Japan ?Advertiser :Puma japan ?Brand : Puma ?Agency : Beacon/Leo Burnett Tokyo ?Award Name : Crystal ?Rundown : ??????????GPS????????????????(KM)????????????????????????????????????????????????????????? ?Result : ¨C????????????1? ¨C3???10???????????
  • 28. Sunshine Aquarium¡°Penguin Navi¡± ??????????????????????????? ????????????????? ?Title : Penguin Navi ?Nation : Japan ?Advertiser :HAKUHODO INC./ Sunshine City Corporation ?Brand : SUNSHINE Aquarium ?Agency : HAKUHODO INC. ?Award Name : Bronze ?Rundown : GPS?????????????????????????????????????????????????????????????????????????? ?Result : ¨C???????152% ?? ¨C???9??????32% ???7?????? ¨C93%????????????????
  • 29. UNHCR ¡°Invisible People¡± ?????????????????????????? ?????????????????? ?Title : Invisible People ?Nation : Korea, Republic Of ?Advertiser :CheilWorldwide/ UNHCR Seoul Branch ?Brand : UNHCR ?Agency : CheilWorldwide ?Award Name : Gold (Grand Prix) ?Rundown : ???3D??????????????????????QR???NFC?????????????????????????????????,????????????????????????? ?Result : ¨C3???48,216??????? ¨C????5,000??????????? ¨C87??UNHCR??
  • 30. ??iPhone vs. Android ????????? ??????????????? ????????????????
  • 31. ??iPhone vs. Android ????????? Android?iPhone??????????, 1????????iPhone??? ?????iPhone?Android????????????????40???????????? iPhone ????Android????????????????????????? ??:comScore 62.6 76.1 iPhone Android 64 55 iPhone Android ????? 1????????? ??: ??? ????? 85,000 61,000 iPhone Android <?????> <????> ??: ?? 40 40 iPhone Android ????
  • 32. ??????????????? ???????????????????, ???? ?????????????????, ?????, ???, ??????????????? ????????34%???, ?????????????????????????????? <?????????????> 25% 16% 8% 5% 5% 4% 4% 34% ?????? ?? ???(Podcast ?) ??? ????? ??????? ?? ?? ??:comScore
  • 33. ???????????????? ????????????????????, ????????????? ??: eMarketer <????????> $3.82 $5.96 $7.77 $9.59 $11.25 $12.82 32.2% 56.0% 30.4% 23.4% 17.3% 13.9% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% $0.00 $2.00 $4.00 $6.00 $8.00 $10.00 $12.00 $14.00 2013 2014 2015 2016 2017 2018 ????????? ??? 21.2% 18.9% <????????????????> 55.0% 48.7% 44.7% 41.3% 39.1% 37.8% 21.6% 26.7% 28.7% 29.6% 30.1% 30.1% 14.9% 16.7% 19.1% 21.8% 23.8% 25.3% 8.5% 7.9% 7.6% 7.2% 7.0% 6.8% 2013 2014 2015 2016 2017 2018 ????(????, ???????) ??? ????? ???? ?????? 2014???????????????????????6.3%p ?????, ??????5.1%p ?? 2014??????????????56% ??? ??: billion
  • 34. Fiat ¡°Fiat Live Store¡± WallersCrisps ¡°Tweet to eat¡± Bon Aqua ¡° Eco Cam¡±
  • 35. Fiat ¡°Fiat Live Store¡± ?????¡®???¡¯??????????????????????????? ??????????????????????????????????? < Campaign Overview > ?Period: 2014?2? ?Nation: ??? ?Rundown : ??????????????????????????????????????1:1???????????????????????????????????????????????? ?Review ¨C???????????465,000? ¨C???????????????67.4% ¨C???????????????7.5.?
  • 36. WallersCrisps ¡°Tweet to eat¡± ??????¡®Walkers Crisps¡¯???????????????????? ????????????????? < Campaign Overview > ?Period: 2014?8? ?Nation: ?? ?Rundown : ???????????2????????, ?????????????????????????????????????????????????? ?walkers crisps??????????????????????????????. ?Review ¨C2????????260??????????
  • 37. Bon Aqua ¡°Eco Cam¡± ?????????¡®Bon Aqua¡¯?????????????pet????????????????????????????????????????? < Campaign Overview > ?Period: 2014?2? ?Nation: ????? ?Rundown : ??????????????????????????????????????????????????????????,?? ????????????????????????????????????????????????? ?Review ¨C??????????????????7,000????? ¨C???????????????
  • 39. ??????? -???????????????????????????????????? -????????????????? ???????????????????????????????????????? -?????????????????? ????????????????? ?????????????'?????????'???????? ????????????? ?????, 1??????? ??, ??????-PC-??? [??:????, ??????] -?????????????????????????????????'??' ????? -??????????????, PC??????????????? ??????????????? -???????????1,700????, ????(2,300??)?75%????? ??????? ???5?????¡¸ßB¼Ó¡¹(LianJia)? ????????????????? -??????????¡®LINE ???¡¯? ???????????9?22??? 1???? -??????2?5??????? ??????2500?????????? ¡®??????¡¯???? ??,?????? -???????????(MAU)??? ????????????????? ???????????????? ??????????, ??????
  • 40. 1. ??????? -????????????????? ??????????????????????????????? -??????????????, HD?? ?????????¡¤??¡¤?????? ????????????? -????????????????? ??????????,???????????????????????????2.5??? ???, ????????? [??:????, ??????] -?????????¡®?????¡¯? ????????????? -??????????????????????????? -??110??????¡¤???¡¤???? ??????13?????????? '?????¡® ?????? ?????100????? -LG CNS????????????? ?????'?????' ????? ???2?????100?????? -?????????5??????? 16???????????????? ?????? -?????????(YouTube FanfestSeoul)????????????????????????, ???26???????????? -?????????????(?????) ???????????????65% ?????????????????? ??????????????20??70%??????????????, -???????????1???????????????????????? ???? ?????????
  • 41. Online Mobile ??Ad@m????? NEW ??????? ?????????????? ?????486 ???????? ????TV ???????? ???????????? NEW NEW NEW NEW NEW Renewal
  • 42. ??????? ???, ???????? PC????????????????????????????????? ????: 2014.9 ???: ?????????????????,????????????????????????1???????? ???? ¡ø?????????? ?????????¡®TV???¡¯???????????
  • 43. ??????? ???, ????????????? ????????, ????????????????????VOD ??????? ?????: 2014.10 ~ 2015. 5 ???: ??????????????????,VOD?????????, ????????????? ???? ?? ??? NO/???? ???? PC? ????? ¢Ù????/ ??? ????? ?7? ¢Ú????????? ¢Û??280x240 ???? TV ??? ¢Ü??????????? ¢Ý???? ¢Þ?????? ???? ¢ß????????? ¢à??????? ??? ????? ¢á????/ ??? TV ??? ¢â???? ??????? ???? ¢Ù ¢Ú ¢Ý ¢Ü ¢ß ¢Û ¢Þ ¢à ¢á ¢â ?
  • 44. ??????? ??, ???486 ????? ????????????????? ????: 2014. 9 ???: ????????????????????? ???? ???? ??? ???? ???? 468*60 CPM1,000? ?????????? ??/???, ???, ??????
  • 45. ??????? ??, ??????????? ???????????????????????????????????????? ?????: 2014. 9 ???: ??????????????????????????, ??????????????????????? ???? ¡ø?????????size_up ???? ???? ???? FPS ??? ????? ?????? 30 FPS 100*150
  • 46. ????TV ??????????? ????????????,PC ??????????? ?????: 2014.9. 19 ~ 10. 4 ???: ????????????????????????????? ??????? No ??? ??? ?? 1 ?????? 640*96 ?4???? 2 ????BJ_AD?? 640*360 ?4???? 3 VOD???15? 640*360 ?4???? ?5??SKIP?? 4 VOD???15? 640*360 ?4???? ?5??SKIP?? 5 ????TI????(???) 935*353 ??????: 3??? ??????: 1??? 6 ???? 200*456 ?????????? 7 ?????TI 960*53 960*403 8 ????? 309*183 255*150 9 VOD???5? 640*360 ?????????? 10 ????? 440*38 ?4???? 11 ??????15? 640*480 12 ????BJ_AD?? 640*360 13 ???????15? 640*480 ???? ???? ¢Ù ¢Ú ¢Ý ¢Ü ¢Þ ¢ß ¢Û ¢Þ ¢à ¢á ¢â ???
  • 47. ??????? ????, ????????????? ?????????????????????????????????? ???? ???? ?????: 2014. 9.19 ~ 10.4 ???: ?????????????????,pc ????????? ??????????.?????????????? ??, ??????????????????. Option ????(1?????) A ??????(9?28?) B ??????(10?2?) C A,B????????1?? Option ????(3?????) A ????4????(9?26?-28) B ??????(10?2?) C A,B????????1?? ¡øPC????? ?????????
  • 48. ??????? ??, Ad@m??????? ???Device?????????CPC??????????????? ????: 2014.9 ???:??CPC?????????????????, ????????????????? ???? ???? ?? ???? ???? ??? ???? ???DAUM?????, ?????? ??????? 640*960(???) PNG 960*640(???) PNG ¡ø??????????????????(Ad@mCPC 70?, TNK CPC 100?)
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