mba9기 8일차 박명진2
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’09 75
’10 720
’11 2,000 •
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’13 3,500 - LTE 2,000
’12 3,200
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Mobile Media Usage - Millennial (14~32 )
Mobile Media Usage – ( , US, 2012)
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Source: Ipsos & goole(2012.08)
Mobile Media Usage –
Mobile Media Usage –
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[Source : 2012 – ]
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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)
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How? Why?
AS-IS TO-BE
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[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
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Mobile Web
Mobile App
SMS/MMS
Mobile Media
TV Online
Mobile
Media
OOH Radio
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
Offline
Push
2001 8 6
[SKT ] TGIF !
~8/25 ( )
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Mobile App Market
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Mobile App Market
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< >
AD-Network (Display AD)
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• to
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AD-Network (Google Admob)
AD-Network (IAD-Nissan)
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Branded App (AR - Band-Aids)
Pizza Time Branded App (SNS – Heineken Star Player)
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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..)
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Trend 1. Html5 rich media AD
<Mobile Rich Media AD – Sprout/Html5>
Trend 1. Html5 rich media AD
<Mobile Rich Media AD – Sprout/Html5>
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Trend 2. N-Screen & Video AD
Trend 2. N-Screen Video AD New Media
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- 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
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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
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<Social Case – Nike Livestrong>
Trend 3. Social