2013

Research 2013

2013 MAY 19

Research 2013

| HS Ad &

2013 !2012 , , N , TV , 2013

.

.

[ 1] 2012 2 1 2013

13% 2 4 . 2012

11% 2011 22%

. 2013 13%

20% .

.

2013 6 1,

1 3 8 . 2012

2013

. 2013

3,300

.

( )2013

2012 2013

6,035 6,147 2%

13,190 13,802 5%

2,159 4,160 92%

21,384 24,109 13%

* Source: HSAd 2013 Media Scene, , , 2012

[ 1] 2013

2012 2,159 2013

4,160 92% .

1 PC NHN , LINE, 4

. PC

.

2012 907 2013

1,996 2012

1,251 2013 2,163 .

.

2013 /

. 2012

.

PC , , N , TV

. 2013

.

.

PC

.

Vol.26620

2013

.

[ 2] , , N , TV

.

.

. [ 2]

2013

.

HSAd

K2 TV

.

TV TV

TV

.

, GM, H&M TV 5

1 (#Hashtag) . TV

. SBS

TV (The SOTY) . TV

TV

[ 2] .

PC VoIP

.

.

8,000

, , ,

.

PC

. PC

4 . 4

NHN PC , , LINE

,

.

.

.

IPTV 600

N KT TV, SK , U+

HDTV . N IPTV, ,

TV 485, 300, U+

HDTV 182 967

. N Pooq 100, CJ 400,

HCN TV 176 1,600

. N

.

TV TV .

2012 TV 28% TV TV

.

LGTV, TV, U+TV G

TV .

TV TV 23%

, ,

. LG , , , IBM

Smart TV Alliance TV .

5678 Smart iTV TV

. TV, G

TV, GSTV .

.

*Source: HSAd 2013 Media Scene, nasmedia, DMC ,

2013 MAY 21

2012

()

()

() 2012

02-3430-5300 2002. 12. 45,000 150

: 100

: 50

- : ,

, ,

- : ,

, ,

App

- : , PR,

SNS

- : ,

,

- : HTML5

, APP, Application

, OK,

SK, ,

, CJ

E&M, CJ,

, ,

, ,

2012 /

2012 / Google Display Partner ( 9 )

2012 /

, OK , SK

, ,

, , CJ E&M / Mnet

, CJ / tving , TV , IFC

, ,

, , MTM

02-566-4498 2001. 01. 15,000 71

: 30

/ SNS

: 30

/

: 5

: 5

: 1

, ,

Acquisition , ,

/ /

Digital OOH

,

SNS , ,

Mobile Application

, /

/

, ,

, ,

GM, Jaguar Land

Rover Korea, World

Kitchen, Johnson &

Johnson Vision Care

Korea, Pizza Hut

Korea, Daum, Burger

King,

Social Campaign

Social Network Communication

GM Alpheon

JLRK Site , ,

World Kitchen

World Kitchen ,

Pizza Hut Korea SNS ,

Daum SNS ,

02-508-2211 1996. 02. 25,000 65

: 40

: 22

: 3

:

, , ,

, SNS

G, P&G,

, ,

, ,

, ,

, ,

F&B, SK,

,

, 2000

2012 / G /

2012 / G /

2012 / /

2012 / /

2012 / /

2012 / /

2012 / /

2012 / /

2012 / /

2012 / /

2012 / /

2012 / /

2012 / SK /

02-790-7765 1998. 11. 15,550 118

/ : 10

(AE) : 45

: 34

: 29

[Advertising]Integrated marketing communication, Online campaign & promotion, Brand advertising, Mobile advertising, Media planning & Management, Interactive design & communication

[eBusiness]eBusiness Strategy, Brand Building, Brand Management, User Interface design, Web development, Web system integration

[Social Media Marketing]Social Marketing Platform, Social CRM, Facebook Application

[Health Care]Medical Tourism, VVIP Marketing, Medical Consulting, Overseas, Marketing Service, U-Health Card

, , , LOK , , , , , , SK, SK 11,

2013 / , / /

/ B2B / / , ,

SNS

2012 / / , /

/

2012 / / /

2011 / / ,

,

2011 / /

2011 / /

2011 / /

2011 / /

2011 / / ,

2011 / / /

2011 / / W memberhip /

W membership

02-2155-5100 2004. 04. 24,800 219

: 84

: 123

: 12

/TV

&

SNS

OB, LG U+,

, ,

, ,

,

We make price,

, ,

, ,

LIG, ,

CJ E&M, ,

,

2012 / OB / Cass / Branding Campaign

2012 / / / Launching Campaign

2012 / / / Launching Campaign

2012 / LG U+ / LG U+ / Branding Campaign

2012 / JCE / / TV-CM Branding Campaign

2012 / / / Launching Campaign

02-3016-3016 2001. 04. 8,488 54

: 18

: 22

: 11

: 3

, , KT&G,

LG, ,

, SK,

, ,

, MSD,

,

, KT&G

,

, KT, ,

, GS SHOP,

LG, ,

, ,

MBC, SK,

2010 / / anycall /

2010 / / Mobile Windows

2011 / / 9 /

2011 / / /

2012 / / Q /

2012 / / /

2012 / / /

2012 / /

2013 / / /

2013 / / / SNS

2013 / SK / /

2013

Research 2013

Vol.26622

02-792-1880 2010. 11. 2,400 12

/ : 2

: 5

: 3

: 2

, /

SNS, ,

CF /

(, , DMB )

//

/

, ,

, ,

, , KT,

,

,

2012 / /

2012 / /

2012 / KT /

2012 / /

2012 / KT / olleh LTE WARP

2012 / / TourAPI

2012 / /

2013 / / Happy New Start

2013 / / ,

2013 / KT / all-IP

2013 / /

2013 / / ,

2013 / / EPL

2013 / /

2013 / /

02-569-6535 2003. 05. 3,000 15AE : 12

/ : 3

(/)

/ / / /

/

/ / (

, UCC, )

SNS SNS ( /

) /

IMC - CSR /

/ /

QR

,

, ,

A&C, ,

, ,

-,

, ,

, ,

,

,

,

2013 / /

2013 / /

2013 / /

2013 / /

2013 / /

2013 / / -

2012 / /

2012 / /

2012 / /

2012 / /

02-2179-1500 2002. 08. 4,145 30

Digital MKTG

()

Creative

integrated

insight

interaction

, ,

Amore Pacific (HERA,

IOPE, , ),

,

2013 / / , , ,

2013 / /

2013 / /

2012 / SK /

2012 / /

2012 / KT / / , , Viral Digital

Marketing

2012 / / / , , Digital

Marketing

2012 / / /

2012 / Unilever / Dove / , Viral Digital

Marketing

2012 / Unicef / , , , , Viral Digital

Marketing

2012 / Philips / Lighting / , , Viral,

Digital Marketing

2012 / / / , , , Viral

Digital Marketing

2012 / /

2012 / /

2012 / /

02-516-9822 2008. 05. 3,000 9

AE : 5

CW&Campaign

Planner : 2

Social Planner :

2

Creative

,

,

, ,

,

2012 / / DSLR EOD 650D

2012 / / , Canon EOS 6D

2012 / / , EOS 5D Mark III!

2012 / /

2012 / /

2012 / /

', _ '

2012 / / 2013-14 _

02-3415-4800 2002. 12. 18,000 67

: 28

BTL : 16

: 16

: 7

:

:

BTL :

: , ,

SNS

OOH

, ,

, Akmall,

, ,

,

, ,

, ,

,

,

, ,

, KT,

ZERO M

''

' ' S/S F/W

, , ,

CSR

02-408-0214 2000. 02. 30,000 131

(6) :

70

(7) :

53

: 6

: 2

Digtal Marketing Campaign

Planinng

Online / Mobile Ad & Promotion

Digital Platform Creation &

Development

Digital Viral Film Production

Mobile Application Development

SNS & Viral Marketing

OOH & Digital Signage

P&G(SK-II, SK-II MEN,

OLAY, Head & Shoulers,

Downy, ),

, ,

, ,

, , CJ

, CJ,

,

, MCM,

,

,

(BASIC HOUSE, MIND

BRIDGE), THE CLASS,

VOLL, ,

, ,

, ,

/ (&SNS)

/ Samsonite RED Digital Campaign,

/ WoW Guild Battle Event for Thunder King

Update (5.2 Patch)

/ ,

KGC / KGC

P&G / Downy, SK-II ,olay, ,

/

/ BC, BC

/ MCM / Candy Bag Carnival Kiosk

/ 4

/ , ,

/ AXA

/ 2013

/ TVING

CJ /

2013

2012

()

()

() 2012

2013 MAY 23

02-2182-1100 2003. 03. 70,000 100

: 80 : 5 : 5 : 7 : 2 : 1

(&) (Performance) Online Performance Agency

, Display Ad,

(PC & Mobile) Creative Landing page

, , LG, , AIA, AXA, , SDS, , GS, KEB, KT Olleh, HK, W, , , LG, , , AJ, , , , , , , CJ ( Reference )

2007~ / / , Display , Mobile

2008~ / / Traffic 2009~ / LG / LG / ,

2009~ / / ,

Text 2009~ / / Traffic Conversion

, App. Mobile 2009~ / /

(, Display, , )2009~ / / 2010~ / / /DB ,

Display 2011~ / / 2012 / Google / Think 2012 / ,

Mobile Performance Marketing 2012~ / / , , /

2012~ / AIA / AIA() / DB

Display 2012~ / / / IMC

(SA/DA/Viral) 2012~ / / 2012~ / /

(SA/DA/Mobile) 2013~ / CJ, G English shop

2013~ / /

02-2084-8320 2007. 02. 1,500 15 -

VINK :

Video Ad Network ( ) N

, ( 11, , NBP, NSM , SOHO ),

Video Commerce Partnership - 11 Self-studio - - Self-studio

02-2287-3200 2000. 11. 53,000 154

: 117 : 14

: 10 : 10 : 3

, , , , / Total eMarketing Service

/ , , eMarketing Task Force

, , , G, AK, CJ ONE, , , , , , YES24, KB, 100

2013 / AXA / 2012 / CJ ONE Card App / 2012 / / / Web Service2012 / / /

02-324-7272 2001. 03. - 41

: 9 : 14

: 7 : 6 : 2 : 3

( , , )DA , , SA Social Marketing , , , Social Marketing , Facebook Blog Cafe Facebook App, , , Mobile Application , Mobile Website , , PPL , ,

, , , , , , , CJ, KCP, GoodYear, , Miller, , , , GOM TV, , , 24, , , , , , , GS, ING, , CJ, , RE:NK

2013 / / 2013 / / , SNS 2012 / / / , ,

SNS 2012 / / SNS 2012 / GS / 2012 / CJ / 2012 / / 2012 / SK / 11 / , 2012 / / / 2012 / / 24 / 2012 / / / 2012 / 24 / 24 /

02-2139-9500 2005. 01. 25,000 60 : 25 : 25 : 10

e-book, DB (contextual network

service)

11, , , , , , , ,

11, , , , , ,

02-3443-7906 2004. 07 9,500 44

AE : 20 : 5

: 14 : 2 : 3

Digital Marketing - (DA/SA/Mobile)

, - - - BTL, Print Media, OOH

- & app

- social -

, , , , , , , , ,

, , , , SPC , , , YBM

, ,

/ / SNS / , , (SNS Mobile AD) / / / / YBM E-900 / SNS

18 18 / 19 / (GCF)

/ / / / , / / / / /KT 3G / /

Research 2013

2012

()

()

() 2012

2013

Vol.26624

02-569-2031 2003. 06. 8,000 40

E-R&

, ,

, ,

02-548-3881 2004. 01. - 15 : 7 : 2 : 6

FUBU_ / _ / /

02-536-3015 2011. 04. 8,000 43

: 24 : 10 : 6 : 3

, , , (Social Movie), SNS , (Viral Impact), ,

LG, SK, , , , , , , CJ,

2012 / / FOREST for men / CF 2012 / LG / /

Life's Good Song social movie ()2012 / SK / T / T 2012 / CJ N CITY / N / 2012 / / / 2012 / / Puma social movie 2012 / / Sparkling moment 2012 / / / 2012 / / / 2012 / / /

02-338-1715 2000. 08. 10,000 55

: 25 (17 / 8)

: 20 (7 / 13)

& : 10 (3 / 7)

Marketing: Advertising/ PR/ Sales promotion / Interaction communication Marketing

Branding: Identity Development / Brand Management / Brand Design & communication

Production:(TV) CM/Print & Publication / promotion Design, Multimedia Design

, , , , , , , , , , , AIA, , ,

2012 / / / 2012 / / / 2012 / / 2 / 2012 / / / 2012 / / VOD / 2012 / / / SNS2012 / / 2012 / / 2012 / / M/ 2012 / / /()2012 / /

02-2277-8877 2000. 04. 194,099

393

AE : 320 //// : 70

, , , , , , CJ, , 2011, , , , KT, , YBM, , , , , , 1

2008~2010 / , /, KT/2010 / , , /2011~2012 / &

02-2085-1800 2005. 02. - 60 -

Creative Consulting Company - EPPNCommunication Design Integrated Communication Solution . ,

: , ATL & BTL , Digital , Online Ads, Site, Mobile, SNS, OOH, Event promotion, New Media

, , , , , , , , , , , CJ, , , , ,

-

02-501-6474 2001. 04. 20,000 100 / : 58 / : 30 / : 12

1. 1) (www.ilikeclick.

com) : No.1

2) : CPC

3)

2. 1) 2) 3) SMS :

3.

1) :

2) :

4. & 1) :

SNS2) : App, Web,

, G, 11, CJMall, HMall, , i, , , , GSShop, AKMall, eMartMall, , , , , , , , ,

2012 / / , G / 2012 / CJ / CJmall /

( )2012 / / 2012 / / 2012 / /

2012 / / App 2012 / / LG2012 / / 2012 / / App 2012 / / QR2012 / 2013 / / 2013 / / 2013 / /

02-584-4055 2004. 12. 30,000 76 - / , ,

,

LG, , , , , , GS, , , , 61, , , , , SK, ,

2012 / / / D/A 2012 / / / SA DA, 2012 / / / 2013 / / / DA2013 / / / 2013 / 61/ /

2013/ / / 2013 / MBC/ / 2013 / / / ,

02-2017-8800 2004. 07. 52,400 119

DA : 71 SA : 37 : 5 : 6

( , , & )

, , AIA, GS, , , , , , , CJ

2012

()

()

() 2012

2013

2013 MAY 25

02-585-4688 2003. 10. 1,500 15

: 3 : 3 : 5 : 4

/

(, , )

, SNS

, , , , , , , ,

2012 / / / PR , VOD

2012 / / / 2012 / / / PR 2012 / / ,

2012 / / 2012 / / , , ,

02-539-9171 1994. 04. 59,439 97

Smart Digital Communication : 33

Search Communication : 30

Communication Design : 14

: 8 : 6, :

6

(DA, , )

Mobile Application

SK, SK, SK, SK, (, , , ), SK, , CJ E&M, , , , , , , , , , ,

2012 /SK/T store, T map, T cloud, hoppin

2012 /CJ E&M/ CBT 2012 //19 , 18 2012 /SK/ 2012 // ,,,,,, 2012 //, 2012 //League of Legends

02-2175-9617 2010. 05. 13,000 41

: 4 : 19 : 5 : 11 : 2

(DA, , ) APP OOH

-, DHC Korea, G, , , , , ,

2012 / / 2012 / G / G 2012 / / / 2012 / / / APP 2012~ / - / 2012~ / / 2012~ / DHC Korea / DHC 2012~ / / 2013 / AXN Korea / The Chosen / The Chosen 2013 / AXN Korea / Hannibal / Hannibal 2013 / / /

02-546-7377 2009. 12. 8,000 30

: 3 : 15 : 7SNS : 3 : 2

SNS Viral MKT

, , , , (), , KB, KOVEA

2013 / / ( )2013 / / 2013 / / 2013 / 2013 / KB S 2013 / KOVEA TVC '' 2013 / / (MTS )2013 / / O2Jam U 2013 / /

02-515-1174 2008. 05. 12,000 39

: 17 : 8 : 12 : 2

SNS &

GSK, , ,

G ONLINE DISPLAY AD, , DA SNS IBK

02-6911-5555 2001. 06. 13,409 156

: 1

: 68

: 31 :

21 : 11

: 19

: 5

Advertising & MarketingDigital & Smart MediaBTL & Print MediaFilm & MultimediaUser eXperience &

, , UX

, , CJ E&M, SDS, , , SK, , MSD, , LGU+, SM , KDB , BMW

2013 / ( )

2012-2013 / MINI 2012 / 2012 / KDB 2012 / 2012 / SK 2012 / 2012 / TVCF 2012 /

02-2051-5605 2002. 10 12,190 33 : 27 : 3 : 3

, ,

1) : , , , , ,

2) : , (), (), LG U+

3) : (), ,

2011 / () IMC

2012 / On/Off

2012 / ROI

2012 /

2013 / Viral - DA

2013 / LG U+ DA 2013 /

Viral-DA 2013 / B2C() Sales

IMC

02-2188-7300 2000. 03. 174,500 191

: 7 : 103 : 68 : 13

:

, ,

:

:

: olleh TV, Skylife

: , ,

: Nsmart /,

, , HS, TBWA KOREA, , DDB korea, , BBDO , , , , , , , , , , , , , , , , , 250

2012 / / 2012 / / 2012 / / , , 2012 / HP / PSG, IPG2012 / / 2012 / LG / , 2012 / / , 2012 / 2012 / / , 2012 / / wow, 2012 / / , 2012 / / PR

Research 2013

2012

()

()

() 2012

2013

Vol.26626

02-2037-1440 2012. 11. - 14 : 14

-

,

- ,

, HTML5

,

- TV(IPTV, D-caTV

), , (In game

AD)

, ,

, ,

W, ,

, ,

DDB korea, ,

, IMC

2012 / /

2012 / /

2013 / / ,

2013 / /

2013 / /

2013 / /

2013 / /

2013 / MPK Group Inc. /

02-2632-4212 2007. 07. 8,985 28

: 7

: 8

: 2

: 9

: 2

IPTV

, Smart TV, Digital Signage

(, ,)

-

DMC 02-2015-6500 2002. 06. 77,000 107

: 5

AE : 68

: 16

: 8

: 10

/ / IPTV / Digital OOH

DB

(www.dmcreport.co.kr)

M.U.D(Media, User & Data) :

200- : , HS, , , , , BBDO , , ,

- : , , , , , , , ,

- : , , ,

- : , , SK, MS, , ,

- : , LG U+ AD, DAUM AD@M, Cauly, T-ad

-IPTV : LG U+TV - Dgital OOH : DAUM DV(digital view)

2012 / , , UIP, , , CJ, /

2012 / , , , DHC, , , /

2012 / , , , , , /

2012 / JP, AIG, AIA, AXA, , , KB /

2012 / , , , , , /

2012 / , , , , , , / ,

2012 / , , , , , /

2012 / , , , , , , / ,

2012 / , , , , , / IT,

2012 / , CJ, , , , , /

2012 / , , , , , /

031-620-7500 1999. 04. 93,300 162

: 4

(DA) : 91

(/SNS/) : 56

: 11

- //DCATV_

Homechoice/Digital OOH

- (MAN)

- (, , , )

SNS TIBUZZ

In/Out-bound //SNS /

, , , , JWT, BBDO , DDB korea, , , , , , , , , , , , , , , , , &, , , , , , , , , , , , , , , , , , ,

2012 / / 2012 / BMW MINI / COUNTRYMAN / 2012 / / 2012 / CJ E&M / /CBT 2012 / / 2012 / / /

2012 / / 2012 / / / Open Happiness 2012 / / 23 2012 / / 2012 / NHN / / T4 2012 / GM / 2012 / / K9 2012 / / TV 2013 / / / 100 2013 / / / 2013 / / / CF 2013 / / , /

02-568-8431 1998. 04. - 64

: 2

: 35

: 21

: 3

: 3

, , HS, , , , , , , , , , , W,

2012 / 2012 / / 2012 / Red Bull 2013 / 2013 / , ,Red Bull

02-2101-2300 2007. 08. 90,000 78

/ /

: 61

: 6

: 11

:

: 3

IPTV & DMB :

TV

:

DOOH()

TV :

C&M TV

SK M&C(

SK M&C), ,

,

, ,

,

, ,

,

,

,

,

, ,

,

, ,

2012 / SKT /

2012 / SK / /

2012 / /

2012 /

2012 / / ,

2012 / /

2012 / /

2012 / /

2012

()

()

() 2012

2013

2013 MAY 27

070-8666-

15002003. 10 33,000 45

: 4

AE : 31

: 5

: 2

R&D : 3

- :

,

- : ,

- :

, CJ OOH

R&D

-

-

Adqua, Chai, Cheil,

Comas, Cremore,

Crossimc, Dextory,

Easter, Emforce,

Grape, Innocean, JWT,

Mobizap, Motherbrain,

Pulip, Revolution,

Stone&Maple, TBWA,

Udali

2012 / /

2012 / /

2012 / / / OBT

2012 / JCE /

2012 / / / OBT

2012 / /

2012 / LG U+ /

2012 / /

2012 / /

2012 / /

2012 / /

02-2057-8434 2000. 06 9,500 25

1, 2, 3

P&G, ,

, ,

140

N

2013 &

kt 02-2189-7000 2004. 12. 28,800 69

: 3

: 10

: 46

: 10

/

()

IPTV

(AdMob, , AD@M )

KT, , ,

, KB,

02-3444-9180 1999. 12. 10,000 36

: 5

: 22

R&D : 9

,

: SKTelecom,

, , G

, 11

, ,

,

500

:

, , DMC

,

10 (

)

:

, ,

,

(24)

400

( )

: SK(

,),

300 (

)

6,000

CPC (RemoN : RealClick Mobile Network)

(4 )

(Realcoin) (4 )

02-546-9692 2004. 11. 900 19

: 1

: 4

: 7

: 5

: 1

: 1

,

,

,

ADgather ,

,

My Search ,

(/)

, SK

M&C(SK M&C),

, HS

, , TBWA

KOREA, DDB korea,

,

(),

,

,

, ,

,

, , ,

,

,

,

, , ,

,

, NHN

,

, SK

, TV,

, ,

, ,

,

, ,

,

,

70

2011 / 4

2011 / AD Collector APP

2011 / 1

My Search

2012 /

2013 /

Research 2013

2012

()

()

() 2012

2013

Vol.26628

( )

2002

10

, ,

.

Media MIX

EZ- CARE

, , , : API

,

, , ,

Conversion, Tracking

/

/

,

On/Off

,

EZ- NAVI

Media Mix

T&D

,

Media MIX

T&D

CPC / /

(URL)

,

EZ- Care Mobile

, , ,

>> On/Off

On/Off

, , (SMS, E-mail)

EZ LOG

/ ,

( : )

2013 MAY 29

, ROI

EZ Heatmap

SNS/Search

( )

1. _CATS Index

- CATS Index (

)

[ ]

1)

2) / ( & )

3)

[]

1) : / DA SA

2) : / 10 /

3) :

2. _MAS(Mobile-ad Analytics Solution)

- MAS

[ ]

1)

2) ,

[]

1) : Clicks, Unique

2) : ()

3. _

- 100

[ ]

1) ,

- 2

2011 11

2) , ,

- , ,

( )

Acquisition Marketing Model

Media Effectiveness MGMT Model

Consumer Open Crowding System

Knowledge Platform

( )

Post-insight

Post-insight ,

.

1) PIF (Post-insight Forecaster) : AD-Pool

Database

2) PIC (Post-insight CDN) :

3) PIR (Post-insight Report) : / Unique

,

ROI

( )

TOTAL DIGITAL SOLUTION

, A

Z DIGITAL MARKETING .

Research 2013

Vol.26630

()

CRM

SEM SOLUTION

ON/OFF

UV/PV

/

( )

- IPTV VOD

- tving VOD

- LG U+ WiFi AD

- LG Smart TV

- LG U+AD

()

1.

(1) ''

- CPC, CPM, CPP

- ,

- :

500 .

- : 500

- : ( ), (),

(), (), () .

,

.

(2)

-

- -> , ->

"

- : , , 8,000

(3)

-

-

2.

- , CPC

(:1)

.

-

.

- : 500 /

.

,

.

.

3. ''

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- ,

(, )

-

4.

''

- , ,

-

-

- : , 8,000

.

5.

-

-

2013 MAY 31

DMC ( )

1. 100%

- FEEL Analyzer : , DA/SA

,

- mPORT :

- myFEEL :

- mBASEII : , /

,

/

- VIP : , , ,

- dvey : ,

2. , U+AD, AD@M, Cauly

3. , IPTV, OOH, (

)

4. & DMC(www.dmcreport.

co.kr) : /

/

( )

[]

, 4D .

4D : Discover -> Define -> Design -> Delivery

- Discover(&)

- Define(& )

- Design()

- Delivery(&)

[]

1) TCM(Target Campaign Management)

/ .

2) AdverKIT

,

[ ]

, , , UCC

( )

1. Integrated Digital Brand Management

Digital Branding.

Viral Marketing, Smart Phone Application, Mobile Service, Mobile

Platform/Solution

2. Digital Brand Management Solution Develop

/ . Digital

Field Research/La Holistic Strategy/AD Effect Post-Test 3step

Research 2013

Vol.26632

3. New Digital Business Leader

. Mobile Marketing,

Movie Marketing, Keyword Marketing

Synergy

( )

-

(Beamvertising)(Beam)

(Advertising)

Target Buzz Marketing

,

( )

, ,

, (IMC)

( , , ,

, ) (SNS,

, ), DMB

()

Adcollector

80%

,

/

( /)

PR, , SNS ()

CSR PR, CSR

SNS ( , )

( )

1. & MiDAS

- & ///Report/

2. MAN

- 90%

-

- CJ E&M APP/WEB

3. SNS T-Buzz

- SNS ,

,

- , , YouTube SNS

2013 MAY 33

4. CATV AD - Home Choice( )

- 1,000 CATV AD - Home

Choice TNmS

(InfoTV)

5. Application

- APP

( /)

1. :

Real Story , SNS,

Brand Story 2, 3

- Experience Group :

Advocate

- Influencer : ,

Influencer ,

Channel, Contents

- Self Production : , ,

,

2

2. :

Loyal Group ,

Loyal Group

- Community : Brand Loyalty

- Blog :

- Website :

,

- Microsite :

- SNS : , ,

3. : , ,

,

- Promotion :

- Interactive Film :

- Mobile App. / QR code : user

, , ,

- : ,

4. :

,

- On line PR :

Research 2013

Vol.26634

- Viral MKTG : ,

,

2, 3

- Publication :

( )

1. Service Core Concept 'Optimization'

2. Service '3P'

Partnership / Performance-oriented / Proposal of ideas

3. Service 'DISC'

Do Interactive & Surrounding Communication

( )

1. (DIGITAL EDGE)

.

.

.

.

2. (Shocking Experience)

10 , 10 SX

.

( )

, , SNS,

360 ON IMC

1. 360 On Branding: ATL BTL

,

Target

, Sales

360 Holistic Marketing Campaign

2. Interactive Movie Based Viral:

, ,

Interactive Movie ,

WOM Key Point Viral

3. SNS & Mobile Comm. : SNS

SNS App.

SNS

WOM .

,

( )

PC & Mobile

[PC Search Ad]

- / / / /

Coverage

-

[PC Display Ad]

- / / /

Display Ad

-

- , , GDN(Google Display Network),

Criteo, ,

[Mobile Search Ad]

- //

- UI

2013 MAY 35

[Mobile Display Ad]

- Display Network

- Google AdMob, inmobi, Daum Ad@m, Cauly,

, App.

- Tracking //App.

- App. Tracking Mobile Network

: AE

Upgrade ,

, Simulation , , LPO,

:

Upgrade

Customizing

Upgrade Auto bidding,

Customizing

: Tracking

Solution , Tracking data

Tracking

Solution

, : API API

Intelligent Auto Bidding System(Naver, Overture, Daum)

( )

VINK

VINK (WWW.VINK.CO.KR)

1.

1.1 ( IOS )

1.2 PC Self-studio)

* http://www.vink.co.kr/

introduce/howto.php

2.

- , / ()/

3. Video Viral

-

-

( )

NEO-CAOS, N-Screen

B!NGO,

FryFan,

1. (Comments Manager)

-

,

.

2.

- ,

PC

Research 2013

Vol.26636

( )

[Hybrid Marketing Management]

,

' ,

, , SA , KCP AD Package,

Facebook APP, Mobile Application, Mobile Website

IMC

[ ]

-

-

-

- SNS

- IMC '+++'

- (, , )

[ ]

- ,

-

[ ]

- /

- / WOM

-

[SA ]

SA Management

- :

- :

- : //

- :

- :

- : ,

[KCP AD Package]

- KCP ,

- KCP :

( 900 , 25%)

- Mr.TONG : /

,

DA

- Mr.TONG : 1 Mr.TONG

[WiderPlanet Targeting Gates]

-

-

-

[Facebook APP]

- Facebook

- ,

[Mobile Application]

- iOS Android OS

- ,

[Mobile Website]

-

-

( )

- AdWorks, KeyWorks, KbWorks, CMWorks, Smart Bidding

- ShoppingWorks, ADNudge Platform

- AdWorks, KeyWorks, 3

( )

blue state digital

( )

- DB (2008 )

-

- HTML5 (, )

(full data integration)

1.

2.

=> ,

.

,

.

2013 MAY 37

( /)

EBM Consulting (Experience Businesss Model)

VEM (Virtual Experience Marketing) System

- ,

,

.

VEM

(SWOT) KSF(Key Success Factor)

PAR (Prediction Ad Results ) System

-

,

,

. , VEM

,

, , , ,

LTS(Loyalty Tracking System )

-

(, , , )

DB(data base) DB(data

base) , Re,

/,

( )

/

( )

(Technology Inspires Creativity)

4

. ,

, ,

.

(Social Movie) -

(iCF)

(Viral Impact)

(Innotracker)

Me Theory

.

(me)

. Me Theory

Social Movie

(me) .

.

Me Theory

Viral Impact

.

. .

.

iCF

.

2012

CF .

CASE.

( )

BRAND

.

.

Interactive marketing

. 4(, , ,

)

.

( )

Action Block Ad, Mouse Interactive Ad, UTC(User Transformed

Contents) Ad, FSA, Click2Call Ad, HQ Interactive Ad, HQ Auto Start

AD, Motion Pop-up&Pop-under Ad, Surround Session Ad, HQ(High

Quality) Streaming Ad, I-Cover Ad, Floating Ad(Transparent

Interactive), Up&Down Ad, Expand Ad, Pop-up&Shape Pop-up Ad,

Pop-under Ad, Sponsorship Ad, Nobile Ad, Global Ad

Research 2013

Vol.26638

( )

1. :

.

2. :

.

3. :

,

.

( )

-

-

- / /

( /)

1. '(www.iLikeClick.com)'

1) :

.

2) No.1 (

40%)

3)

- CPS(Cost Per Sale) :

- CPA(Cost Per Action) :

- CPC(Cost Per Click) :

2. CPC :

1) : (, , ) CPC

,

.

2)

-

-

-

- DIY

3.

1) Display AD : Smart Banner AD, Tablet PC AD, Smart TV AD,

IPTV AD

2) Push AD : Biz SMS, Opt-in Push AD, Air Push AD"

3) AD : Digital Signage AD, Wi-Fi AD"

4) : ,

/"

4. '(ILikeDingdong.com)'

1) :

'' ,

, , , SMS

2)

- LGU+

- 2012 3 5 3

3)

- :

- :

.

, .

( )

- (DAWIN)

4

-, , IPTV

i-CAST

2013 MAY 39

( /)

(AR)

JASON ADGRATION

- / /

- SNS

-

-

-

( /)

, ,

kt ( )

Tablet PC (: )

(: )

PUSH (SMS/MMS)

PULL ( /)

,

IPTV (olleh TV)

(: )

( )

COSEM(COMAS Optimizing Search Engine Marketing):

COSEM 3.0 , , ,

/ ,

DA Solution :

CODS(COMAS Online Direct Sales): 300

Sales Product

,

( )

, Mobile Application

Research 2013

Vol.26640

( )

- Rainbow

- Rainbow solution Big Data

-

- Crossmedia Trend Journal

- , , OOH

- Digital Sign Board

( )

.

- :

.

- :

.

- : SNS

SNS ,

.

- : , , APP .

- : ,

.

- :

.

( )

4M Process

- Media : ,

- Message : ,

- Mechanism : ,

- Mesurement : -

, ROI-KPI

( )

-

-

-

- SNS SNS

-

-

-

( )

. , ,

, UX,

.

( )

3(KBS, MBC, SBS) 4(JTBC, MBN,

A, TV), (YTN, , )

.

( )

/

IMC

, ,

ADrelease

Daily/ Final

Reporting

& Analysis

Market &

Consumer

Research

Positioning

Strategy

Project

Planning

Creative

Development

Media

selection

e-Marketing Process

Situational Analysis

on/off Line

Visioning

e-Marketing

Strategic Planning

Benchmarking

Research

Market & Consumer analysis

e-Marketing purpose

Target segment

AD/Promotion purpose

Concept

Creative Strategy

Performance process

Media Mix

[e-Marketing Planning Process]

ADrelease

Daily/ Final

Reporting

& Analysis

Market &

Consumer

Research

Positioning

Strategy

Project

Planning

Creative

Development

Media

selection

e-Marketing Process

Situational Analysis

on/off Line

Visioning

e-Marketing

Strategic Planning

Benchmarking

Research

Market & Consumer analysis

e-Marketing purpose

Target segment

AD/Promotion purpose

Concept

Creative Strategy

Performance process

Media Mix

[e-Marketing Planning Process]

2013 MAY 41