인터랙티브 미디어 기반의 옥외광고가 브랜드 인지도에 미치는 영향연구

초록

In the recent digital media content environment, various expression methods, such as communication with new media that enable interactive communication, etc, away from one-way content in the past, have emerged. In addition, with the development of media content, video media ads are getting more and more attention. Interactive media, the recent trend among the video media ads, play a role in drawing people’s participation and interest through a variety of experiences, along with a certain recognition of information, to achieve the two purposes of public interest and publicity. Also, outdoor ads in interactive media ads can create an efficient advertising effect in a short time in places with a large floating population. Therefore, this study has examined how effectively customers can recognize brands according to their awareness through the application plan of outdoor ads for the development of interactive outdoor ads. In addition, it has derived elements that may draw people’s interest after examining the theories of awareness to conduct theoretical considerations on interactive media for public interest and publicity, outdoor ads, and brand awareness and then to derive elements that can be used to deliver the message for effectively influencing brand awareness through outdoor ads. And, it has derived three elements for delivering the message as characteristics for application to the study, including physical elements(participating/reactive), perceptual elements(impact/momentary understanding/simplicity /excellence/immersion), and lastly mediating elements(interchange/mobility/information transmissibility). It has analyzed examples of interactive media-based outdoor ads conducted at home and abroad through the previously derived contents, and the results are as follows. First, it has been confirmed that outdoor ads in the current interactive media environment are being conducted around the perceptual element. Second, in the aspect of raising awareness, it has been confirmed that the phenomenon of inducing brand recognition and recall to the public appears prominently by creating a simple but impactful reaction as it has to deliver a message in an instant. Third, it has been confirmed that the domestic outdoor ads are characterized by remarkably insufficient participation, among the physical elements, compared to foreign outdoor ads. Therefore, further research is required to be conducted more interactively through feedback from the domestic public, and, moreover, research on various technical fields and design activation plans should continue to be conducted so that users can be interested in using interactive media-based outdoor ads and effectively increase brand awareness while interacting with the media voluntarily.

키워드