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Close up 스페셜이슈 광고시장 2012년 결산 2013년 전망 ①총괄 ②방송 ③인쇄 ④옥외 ⑤온라인 ⑥BTL ⑦크리에이티브 25 27 30 32 34 37 40 2012년 경제 성장률은 런던올림픽·여수엑스포와 같은 스포츠 이 벤트와 총선·대선 등의 정치 이벤트가 있었음에도 불구하고 글 로벌 금융위기로 3%대의 저성장을 보여주었다. 또 모바일광고 시 장이 급성장하고, TV·신문 등 전통 매체의 성장이 정체하는 등 광고 시장의 매체별 점유율에도 큰 변화가 있었다. 12월호 광고계 동향 스페셜 이슈코너에서는 올 한해 광고시장을 결산하면서 광 고비와 트렌드를 정리하고 2013년을 전망해보았다. 정리 | 편집실

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Close up
·
3% .
, TV·
. 12

2013 .
|
252012. December

• 32(16) (’92.1)
• (’92~’93)
•(’99~’02)
• (’02~’08)
• (’09.1~)
2~3%
,

, .
,
2013 .
2012 2011 9 5,606 1%
. ,
,

. (2012
2013 1 )
, , , 2012
2013 .


. /
MBC-TV

2013 2%
25
27
30
32
34
37
40
TV .
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. PPL,

.
.
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.

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.

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6~7% .


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Special Issue
272012. December
2012 3.3% 2013 2% ...
|

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2012 , 2011 . 2009
10% 3
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.
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.
TV 16,709 19,307 20,775 19,100 7.6% -8.1% 57.2% 54.3%
TV ( )
2,231 2,565 2,604 2,600 1.5% -0.2% 7.2% 7.4%
95 153 122 150 -20.3% 23.0% 0.3% 0.4%
IPTV 114 205 170 220 -17.1% 29.4% 0.5% 0.6%
DMB 176 271 267 160 -1.5% -40.1% 0.7% 0.5%
SO 524 590 664 670 12.5% 0.9% 1.8% 1.9%
27,643 32,740 36,343 35,150 11.0% -3.3% 100% 100%
<1> 2012
: 2009~2011 , 2012
Special Issue

TV . 2011 11
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292012. December
,
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,
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2013
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• •()
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15,007 16,729 17,092 16,750
4,388 4,889 5,236 5,341
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(: )< 1> ·
2009~2011 , 2012
Special Issue
312012. December


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|
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1,200 400 200 130 770
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35%
34%
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24%
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392012. December
, (Experience Model) ,
!
GAME – , ? ?
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40 Vol. 261
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Love Parking
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“Creators, be ambitious!”
.