N스크린 환경에서의 크로스미디어광고의 통합효과 검증에 관한 연구: 광고인게이지먼트효과를 중심으로

초록

This study is to examine effects of cross-media video advertising campaign composed of both online and mobile video ads. A recognition test was conducted to gather data from a total of 358 respondents to test hypotheses. A total of 659 of actual online and mobile video ad campaigns data including VTR(view through rate and CTR(click through rate) from Korean online and mobile media representatives were gathered and analyzed to test 4 research hypotheses. The result of t-test showed there was statistically significant differences in VTR between online or mobile only video ad campaigns and cross-media video ad campaigns composed of both online and mobile. Specifically, cross-media video ad campaigns generated bigger VTR than online or mobile only video ad campaigns. Two-way ANOVA was also conducted to test interaction effects between product involvement and types of campaigns(online or mobile only video ad campaigns and cross-media video ad campaigns composed of both online and mobile). It turned out that there was interaction effects between product involvement and type of campaign((online or mobile only video ad campaigns and cross-media video ad campaigns composed of both online and mobile). This means that product involvement plays an important role as a moderator which positively influences the effects of cross-media video ad campaigns composed of online and mobile. In conclusion, it is necessary to execute cross-media video ad campaigns composed of online and mobile if online and mobile advertising campaign aims at maximizing VTR.

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