온라인(PC) 및 모바일 스크린 유형 간 동영상 광고의 트래픽 효과의 차이에 관한 연구: 임프레션, 시청, 클릭, CPVC를 중심으로

초록

This study examined the differences of the traffic effects of video advertising between online(PC) and mobile screens. Specifically, this study tested four hypotheses that there were differences in how advertising budgets influenced impression, view, click, CPVC(cost per view and click) between online(PC) and mobile video advertisings. To test these hypotheses of the study, the traffic data including impression, view, click, CPVC were gathered from the analysis of a total of 571 actual monthly online(PC) and mobile video advertising campaigns executed from January 1, 2016 to December 31, 2016. Multiple regression analysis was conducted to test four research hypotheses of the study. The results of this study showed that there were interaction effects between advertising budgets and two different screen types in terms of impression, view, click, while there was no interaction effect between advertising budgets and two different screen type in terms of CPVC. This indicated that how advertising budgets influenced impression, view, click between online(PC) and mobile video advertisings was moderated by two different screen types. Specifically, it turned out that mobile video advertising was more effective than online(PC) video advertising in how advertising budgets generated impression, view, click. The results of this study have implications in the selection of channel or screen such as online(PC) and mobile by finding out the moderating effects of two different screen types, which indicates how advertising budgets influenced impression, view, click depended on two different types of screens such as online(PC) and mobile media.

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