mba9기 8일차 박명진2

’09 75

’10 720

’11 2,000 •

•

•

•

•

’13 3,500 - LTE 2,000

’12 3,200

Mobile Media Usage - Millennial (14~32 )

Mobile Media Usage – ( , US, 2012)

Source: Ipsos & goole(2012.08)

Mobile Media Usage –

Mobile Media Usage –

•

•

•

•

•

•••••••••

•

•

[Source : 2012 – ]

0 500

1000 1500 2000 2500 3000 3500 4000 4500

2011 2012 2013(E)

376 1252

2164

386

907

1996

DA

SA

Source: (2012.12)

[ : ]

vs (US, 2012)

How? Why?

AS-IS TO-BE

[Source : Morgan Stanley]

Strategy-Creative-Media

[So[So[So[Sourc

Text Graphical Touch

Keyboard Mouse Fingers

Creation Communication Consumption + Sharing

Personal Computing Internet Computing Mobile Internet Computing

User Interface

Input Device

Device Usage

Computing Cycle

Pizza Time Pizza Hut

Mobile Web

Mobile App

SMS/MMS

Mobile Media

TV Online

Mobile

Media

OOH Radio

Print

Display AD

Search AD

Video AD

Message AD

Mobile AD

Social AD

Reward AD

Branded App Tech

HTML5

GPS

AR

Touch

Motion

Voice

QR/MO Other..

Targeting

Demo Geo

OS Device

Interest Situation

Time Behavior

Personal Media Always ON

Interactive

Event Map/Call

App D/L Social

Buy

Video

Cross Media MKT.

Integrated Marketing

TV PR

Online Mobile

Print

Offline

Push

2001 8 6

[SKT ] TGIF !

~8/25 ( )

Mobile App Market

•

•

Mobile App Market

< >

AD-Network (Display AD)

•

•

•

• to

•

•

AD-Network (Google Admob)

AD-Network (IAD-Nissan)

Branded App (AR - Band-Aids)

Pizza Time Branded App (SNS – Heineken Star Player)

[ ] [ ] [ ]

Trend 1. Html5 & Rich Media

Open Systems Support Speed And Scale - / , &

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

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..)

Trend 1. Html5 rich media AD

<Mobile Rich Media AD – Sprout/Html5>

Trend 1. Html5 rich media AD

<Mobile Rich Media AD – Sprout/Html5>

Trend 2. N-Screen & Video AD

Trend 2. N-Screen Video AD New Media

- Beyond TV, Online-Mobile-Tablet AD Exposure + SNS

- Mobile / , Targeting

- Targeting/Sponsorship Package

- Impression, Click, CTR Report/ UV, Reach Report/ GRPs

Trend 2. N-Screen Video AD

(Video Ad Network Media)

(dawin)?

– PC/Mobile/Tablet Screen

dawin Video Ad-Network Media

.

.

.

PMT Screen - PC/Mobile/Tablet

Media Coverage

PMT Screen Ad

CPV Price

Social/Interactive

Inventory

N-Screen

RTB Inventory

Smart Ad Exposure

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

Trend 3. Social

<Social Case – Nike Livestrong>

Trend 3. Social