An Exploratory Study on the Current Situation of Smart Advertising and its Activation Plan

스마트광고의 활용현황과 활성화 방안에 관한 탐색적 연구

  • 박성호 (호남대학교 광고홍보학과)
  • Received : 2013.01.15
  • Accepted : 2013.03.20
  • Published : 2013.03.31


The smart media has changed the patterns of advertising information consumption and media usage behavior drastically. The smart advertisements, however, have failed to perform as sophisticated as the smart devices carried out. In this respect, this study is designed to figure out the current situation and the ecosystem of smart advertising and to prepare its activation plan through a survey(FGI), which will be able to give policy suggestions about smart media and advertising. In conclusion, this study points out that the proliferation of smart advertising needs to install "Smart Media Representative" which provides independable decisions on the regulation of smart advertising, the system of price, standardization of advertising, the development of various forms of advertisements, the scientific measurement of the effectiveness, the protection of privacy, professional manpower training, etc.


smart media;smart advertising;VOD;QRCode;SNS;Media Representative