디지털 옥외광고 매체 효과 측정 모델 개발에 관한 연구: 옥상형과 벽면형을 중심으로

초록

In 2018, the OOH market grew slightly to KRW 1.34 trillion, while DOOH is expected to continue to grow in line with the development of digital technologies such as programmatic AD and Free Outdoor Advertising Zone. However, despite such growth prospects, actual ad execution is stagnant due to difficulties in measuring effectiveness. To solve this problem, there are many studies on measuring OOH and DOOH effects, but there are still limitations in the conceptual aspect and additional investigation is needed to measure the influence variables. Therefore, this study combines the advertising visibility survey and the eye tracking research that can measure the actual attention of the audience, and the advertising effect can be predicted through the simple input variables of the width, length, and installation height of the advertisement. DOOH effectiveness measurement model was established for each Roof type and Wall type. The study analyzed data from 286 subjects in a total of 26 DOOH subjects. And the ratio of the effective advertising audience who could recognize the advertisement in the daily circulation within the visible range where DOOH was installed was calculated. The probability of unaided awareness of one of several advertisements among the effective advertising audiences was calculated, and effective reach audience was calculated. Measuring effective reach audience can be a meaningful way to predict CPM and Reach, which are common criteria for media exposure. As such, the effect indicators comparable to other media have implications that can contribute to OOH advancement and the development of the advertising industry.

키워드