3D 입체영상 기술의 OOH 광고 크리에이티브 적용에 관한 전문가 인식 조사 연구

초록

Due to drastic technical improvement, 3 dimensional(3D) technologies are recently focused in OOH(out-of-home) advertising area. This study investigates 3D advertising cases and collects experts’ opinions and understanding in order to find some practical suggestions. The findings are as follows. First, based on cases studies, the screen size of 3D motion pictures are seemingly related with the level of ‘glassless’ mode, as well as with the expressive levels of expressions. Second, the results of in-depth interviews with experts in advertising fields show that, a) 3D advertising is more optimistic in application to OOH advertising than in application to so-called ATL advertising, b) 3D OOH advertising will be more effective in experiential marketing communication and effective appeal points of advertising will be dynamic properties, factuality, and sizzles, c) Big screen size with glassless technologies will be required prior to generalization, d) human factors such as physical inconvenience should be improved in parallel to the diffusion of 3D advertising.

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