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Research 2015 매체업계 현황조사 [ 1] 24 CBS 02-2650-7153 15 MBC 02-789-3768 23 : 1 :, TV,,, 2 :, :,, 1 : 2 : 3 : SMM :, OBS TV 032-670-5310 4 : SBS 02-2113-3231 02-5275-7406 19 ( ) :, ( ) :,, YTN 02-2160-7313 2 :,,, 02-311-5251 4 :,, SO,, 02-3475-5079 8 :, TV 02-398-3312 14 02-781-2613 35 02-3701-1500 25 AD 2020-0500 38 02-2000-2200 31 02-724-7777 9 (IMC) 02-721-9851 7 02-3701-5545 26 02-724-8700 27 02-2000-9393 21 TV : TV TV 1 : (,,, ) TV 2 : (,,, 2 ) TV 3 : (,, ) : (/) :,,,, TV, R, DMB (/PPL ) :,,, : (3 ) :, : : AD AD1 AD2 AD3 1 :,,,,,,,,, 2 :,,,,,,, 3 :,,,,,,,, 4 :,,,,,,, :,,, :,, IMC, :,, :, : : :, :, : : 1 : 2 : :,,, 1,2,3 : : : : 1 : (,,, ) 2 : (,, IT, ) :, :,, :.
2015 SEPTEMBER 광고계동향 Vol.294 25 02-2200-2100 17 1 : 2 : TV : :,, AD 02-724-5838 52 :,, : : : : 02-751-5555 52 AD 02-727-0302 16 AD 02-2003-7444 13 1 2 3 4 : IMC :,,, BTL : :, R&D :,, AD : AD : : :,,, : : : 02-710-0418 26 1 2 : :, :, :,, 02-360-4477 23 AD 02-727-0302 16 CJ E&M 180 IT AD 1 2 : AD : : : 360 : : : IMC : : : :,,, :,, : (PP) ihq 02-3660-3800 37 KBS N 02-787-3279 29 :,, :,,,, IMC :, :,,,, :,, IMC :, IMC, PPL :, my K 1 : KBS N 2 : KBS N MBC+ 031-995-0186 28 TV 1 /2 02-6676-0038 7 1 : 2 : 3 : SMM :, 1 :,, 2 :,.
Research 2015 매체업계 현황조사 IPTV SK 02-6266-3055 6 1588-3830 20 : :,, : < > : TF : 02-6718-0264 200 : ( ) 26 [ 2] 2014 2015 / 2015 CBS 2014 UCC 2014 2014 2015 UCC 2015 2015 2015 24 (CBSJOY4U) SBS (SDF) (SDF) 70 3.1 SBS (, : ) SBS,, 2 4 --- ( ), 1 2,,,,,,,,,,,,,,,,, 20, 1, 2, TV :,, :,, 50 COTY(Car Of the Year) 50(1965~2015) FN, FN (4 ).
2015 SEPTEMBER 광고계동향 Vol.294 27 2014 2015 / 2015 CJ E&M CJ E&M [ - (PC/) - - ] Reach,,. [ ] - TV(Television) TV(Total Video), Reach -,, ROI [ ] - CJ TVE(CJ Total Vido Everywhere) - (STYLE STUDIO, Mnet Digital Lab, tvn go, OGN PLUS), DIA TV (, ) 1 [ ] - <KCON>, <MAMA>, <MLIVE> - K-Culture 10 < M> [DATA ] - DATA - + (CIM) (PP) ihq IMC ihq Entertainment&Media Group ihq ( ) TV K STAR K STAR ' ', TV, K STAR IMC MKT KBS N 975 KBS N KBS N KBS N SOS, KBS N ( ) 502 (114%, 172 ) my K,,,,,,,, : (, ) : + KBS N, : MBC+ SMM, DMB MBC+ ( ) MBC DMB,, TV 2014 2015 2015, IPTV SK IPTV 3 B tv mobile, # TV DA : (MIDAS) PA : (Clix), No.1 Business Platform
Research 2015 매체업계 현황조사 [ 3] IP1,,, 28 4 : 1, : 1, : 1, : 1 : 2, : 2 4 3 : 1, : 1, : 1 : 2, : 1 2 : 1, : 1 : 1, : 1 IBC 2 : 2 : 1, : 1 5 (TV, CATV,,, ) (,,, ) (,, ) 25 : 1, : 3, : 4, : 10, : 6, : 1 : 1, 1 : 6, 2 : 4, : 14 1 : TV(,,, DMB, IPTV), 2 :, :,,, 8 : 1, : 2, : 3, : 2 : 8 (). CPC 250,,. Div. 8 : 1, : 1, : 3, : 2, : 1 : 4, : 3, : 1 + + ( 1 ) 3 : 1, : 1, : 1 : 2, : 1 () 3 : 1, : 1, : 1 : 3 &( ), PPL 1 & 8 AOR 15 : 2, : 1, : 1, : 4, : 5, : 2 : 12, : 3, 2 : 1, : 1 : 2 69 (& ), (//IPTV ), 6 : 1, : 1, : 2, : 2 : The CheilMedia 1 :, R&D, 2 :, OOH, : TV,, TV, DMB,, :, :, AD 28 : 1, : 1, : 4, Manager : 13, : 9 : 16, : 12 SNS SNS LG.
2015 SEPTEMBER 광고계동향 Vol.294 29 7 : 1, : 1, : 1, : 1, : 3 : 1, : 2, : 4 9 : 1, : 2, : 1, : 1, : 1, : 3 : 4, : 5 : (TV,, TV, DMB IPTV ) ( ) SP( ), : 3 : 1, : 1, : 1 : 3 6 : 2, : 2, : 1, : 1 : 2, : 2, : 2, 4 &,, SNS, 2 : 1, : 1 : 1, : 1 (ATL&BTL) 8 : 1, : 2, : 2, : 1, : 2 : 1, : 4, : 3 [] : (5, CATV,, ) /,, : IPTV, PC,, 8 : 1, : 2, : 2, : 2, :1 : 1, : 3, : 4 [Media Marketing Cell] :,, OOH&New Media : (, ) [Media Consulting Cell],,,, IMC [] PR BBDO KOREA 20 : 1, : 2, : 2, : 6, : 3, : 4, : 2 : 1, : 12, : 6, : 1 :,,, IMC :,, OOH,, PPL HS 40 : 1, : 4, : 7, : 13, : 8, : 8 : 22, : 17 4,,, OOH, R&D, TV,,, IPTV,,,,,, OOH,,, JWT 9 : 1, : 1, : 2, : 1, : 3, : 1 : 1, : 5, : 3 :, Post-Buy Report,, :,, SP, LBEST 10 : 1, : 2, : 2, : 2, : 2, : 1 : 1, : 5, : 4 :, : //OOH :, TBWA Korea TBWA 24 :1, :1, : 3, : 4, : 4, : 6, : 5 : 1, : 6, : 17 Omnicom Media Group Network
Research 2015 매체업계 현황조사 [ 4] (, ) 30 13 : 1, : 1, : 3, : 2, : 1, : 3, : 2 : 8, : 5 IPTV, TV, SNS, 70 : 1, : 1, : 4, : 1, : 10, : 11, : 18, : 24 : 63, : 7 [], 13 : 1, : 1, : 2, : 7, : 2 :,, :, (, ) 13 : 1, : 1, : 2, : 2, : 2, : 5 : 13 Strategy&Planning : CCS Media&Market Research : Bought, Owned, Earned Digital Planning :, Branded Content Planning :,,, Marketing Consultancy&Analytics :,, 6 : 1, : 1, : 2, : 2 : 3, : 3 [ ],, (, ), [ ] SMR, TVE, KBSN &, 18 : 1, : 1, : 2, : 5, : 5, : 2, : 2 : 15, : 3 41 : 2, : 4, : 8, : 14, : 6, : 7 : 21, : 20 JTBC, JTBC GOLF, QTV, JTBC3 FOX Sports 43 : 2, : 4, : 9, : 8, : 7, : 13 Media Planning : 18, Digital Planning : 14, Media Buying : 8, Innovation Hub : 3 Strategy&Planning : CCS, Media&Market Research : Bought, Owned, Earned Digital Planning : PC,, Branded Content Planning :,,, Marketing Consultancy&Analytics :,, SMG(Starcom Mediavest Group) Korea( : ) 38 : 2, : 4, : 5, : 10, : 8, : 5 : 4 Media Planning : 25, Media Buying : 8, Digital media : 5,,,,, One team
2015 SEPTEMBER 광고계동향 Vol.294 31 [ 5] () IP1, - AOR - - Tool IBC FnC( ),, (),,,, [D'MAPS(Daehong Media Analysis&Planning System)] 1), 2) 8 (/ / //, /TV, ) [METIS(Media Toolbox for Integrated Solutions)] - - ATL, BTL,,, SP -, Media Mix - BHTR(Brand Histoty Tracking Research) : - DLS(Daehong Life Style Study) : 6,000,,, (CPC/CPM),. 10 80%,, 250. 2014. Div. & IPTV,, (),,,,,, - ITC(Inspire The Creative): Creative - DBI(Digital Big Idea): - : - - SEP(Sports Entertainment Properties) - Digital Media Communication Channel Planning Strategy :, 20, AOR,,,,,, M.PASS (M-Hub Planning And Solution System) Audience Targeting, Media Data Analyzing,Media Optimizing, Effective Forecasting Media Performance Advanced Media Tool - :, - :, - :,,.
Research 2015 매체업계 현황조사,,,,,,,,,,,, () - I-Max : (GI<Gross Impression> ) - INNO-COMBO : Omnibus Research DB,,, - M2BA : Status&, PI(Power-Index) & CI(Communication-Index) Accountability, simulator - : 50 (Multi Countries) 32, ( ) The Cheil Media,, F&B,,,, CHAMP(Cheil Advanced Media Process) AD, - TIVEC(Target, Impact, Value, Efficeency, Creativity) - KOST(Komaco's Optimizing System for Tvad) : TV TV KOST,, (ELCO) DB ( ) / CPR,,, -, KT - 1.C-MAP(Cheil Advanced Media Process) - 2.ER(Engagement Ring), 4, H-MAS(Hancomm Media Analysing System) Media Consulting System - Media Marketer Consultant, - BBDO KOREA H&M, Hasbro, hp, SC, - Source : phd Planning Process - BEO : - phd Network (Source) - IMC - - - PPL, Brand Contents.
2015 SEPTEMBER 광고계동향 Vol.294 33 () HS K2,,, - M.POPS(Media Planning, Optimizing and Purchasing System) : Output : TV,,,, +,,, 31 : - - -- Optimizing : / / CPP : (TV, IPTV, Digital, ) - M (Market & Media Scanner) Market Scanner : 80 (,, TOM ) Media Scanner : HS + HRCTGI TV, OOH 12 IMC - D41 MPM (Multi Platform Measurement) : 3(TV, PC, Mobile) TV, PC, 3 ( // ) HSAd&, HS HS,,,. HS, IMC.. 2014 TV PC MPM 3 TV&CATV IPTV,,. JWT,,,, YBM Ready Reckoner Module, Aqua System AOR, LBEST - M.POPS(Media Planning, Optimizing and Purchasing System) : TV,,,,, OOH, Output Optimizing - M (Market & Media Scanner) Market Scanner : (,, TOM ) Media Scanner : + HRC TGI TV, OOH 12 IMC - MPM (Multi Platform Measurement) : 3(TV, PC, Mobile) -,,, -, IMC - - M.DECS(Media Planning, Daily Effective Circulation System) : OOH OOH OOH Creative OOH TBWA Korea TBWA J&J, J&J,,, Hliton,,, - OMD Media Planning Tools(Channel Planning& Mix, Flighting&Scheduling Optimizer, Scenario Planning Tool, ) - Brand Science: Marketing ROI econometric modeling -,,, - IMC Strategy Planning
Research 2015 매체업계 현황조사 [ 6] / () 34 <> IPTV, TV, SNS, VOD, <>,,, HSAD, TBWA KOREA, BBDO KOREA,,, [] - - [ ] - [],, SK,,,,, SMR,, Ad@am, LG U+ AD, pooq, Cauly,,, 500 [],, HS, TBWA,,,,,,,,,,,,,,, 150 [ ] - ADpool DSP : - Vpool : RTB - mtracker : & - mpicker : APP - F-1 : [100% ] - myfeel : & & Forecasting - mbaseii : Solution - VIP : Ad-Server - VINK : N, -, - - CIM() : TV + PC +, 3screen (Reach, GRPs) - DSP ( ) : (RTB), - MAT ( ) : APP,, - MiDAS ( ) : (/ ) ROI GRPs - TIBUZZ ( ) :, SNS -, & -, - // / LVMH Korea, BMW-Mini Korea, S-oil Total, IKEA Korea CCS(Consumer Connection System) - (5,000 ),., CCS CCS Planner. Cross media Old&New media, Media Market.. - Programmatic Buying solution - Audience buying DMP GM(), (), (,,,), Diageo, Burberry, Ralph Lauren, Beiersdorf(), Coach, Lenovo, Microsoft, Shiseido, Mattel, Philips, British Airways,, CCS(Consumer Connection System) ( 5,000 ),., CCS CCS Planner.,, 70 5,000,. SMG (Starcom Mediavest Group) Korea(: ),, (), (, ),,,,,,,,,, (, ), (), GSK(,, ), #1 SMG(Starcom Mediavest Group), Tools (Budget Allocator, Multimedia reach calculator, Budget Allocation over Time ),. (Disciplined),.
2015 SEPTEMBER 광고계동향 Vol.294 35 [ 7] /AD 2013.12,,, BBDO KOREA/ OMD : 2001. 1 PHD : 2006. 1 Global Network Client LocalMedia Service (AP, ) OMD : FedEX, Hasbro PHD : HP, SC Johnson, AirBnB Global Client Media Pitch, Global Planning / GoogleKorea 2010. 10,,,, GDN / 2013. 7,,,, (F-1), /Dentsu AegisNetwork 2014 Dentsu Aegis Group -100%, SONY,,,,,,, Top 100 75%, 6,000 Legacy One P&L(Profit & Loss) SMG(Starcom Mediavest Group) Korea (: ) / DentsuAegis Network 2014. 1 Dentsu Aegis Group -100%, SONY,,,,,,, Top 100 75%, 6,000 2015 9 Dentsu Aegis Network (,,,,, )