DOI QR코드

DOI QR Code

The Growth of Mobile Advertising and the Future of the Advertising Industry

모바일광고의 성장과 광고산업의 미래

  • 이치형 (평택대학교, 광고홍보학과)
  • Received : 2016.06.08
  • Accepted : 2016.08.20
  • Published : 2016.08.28

Abstract

The advertising media is undergoing a dramatic change mainly due to the increased use of smartphone. This study predicts the future of the advertising industry driven by the mobile advertising using scenario planning. Targeting technologies, restriction on the use of personal information, and overcoming ad avoidance were selected as key uncertain variables expected to impact on the growth of the mobile advertising 5 years later. With the support by expert interviews, the $2{\times}2$ matric combines two cases to generate four scenarios; the one whether mobile ads surpass PC-based online ads, the other whether the combined force of mobile and PC-based ads surpass the traditional media in advertising spendings. Each scenario is articulated according to the future of key variables. The most likely scenario is that mobile will dominate the advertising media market. However, it is important not to ignore different scenarios because key variables evolves in unexpected manner and then they can become reality. The future research will combine its key variables with social and economic ones and segment technical variables in more details.

Keywords

Advertising market;Mobile advertising;Scenario planning;Targeting;Privacy;Ad avoidance

Acknowledgement

Supported by : National Research Foundation of Korea

References

  1. J Campbell et al., "Privacy Regulation and Market Structure," SSRN eLibrary, 2010.
  2. A Goldfarb & C Tucker, “Online Display Advertising: Targeting and Obtrusiveness,” Marketing Science, Vol. 30, No. 3, pp. 389-404, 2011. https://doi.org/10.1287/mksc.1100.0583
  3. EY Park, Dong-Gi Kwag, “The Study on the Market Competitiveness Reinforcement for Convergence Industry,” Journal of the Korea Convergence Society, Vol. 6, No. 5, pp. 99-106, 2015.
  4. SH Yoon, “Effects of Social, Economical and Political Changes on Advertising Industry,” The Korean Journal of Advertising, Vol. 16, No. 2, pp. 173-203, 2005.
  5. BL Lee, “A Recent Change in the Domestic Advertising Market and Four Major Media Advertisements ,” The Korean journal of advertising and public relations, Vol. 13, No. 2, pp. 65-93, 2011.
  6. SP Han, “The Effects of Korea-US FTA on Korean Advertising Industry ,” The Korean Journal of Advertising, Vol. 25, No. 2, pp. 119-137, 2014. https://doi.org/10.14377/KJA.2014.2.28.119
  7. YC Cha et al., “A Study for the reset of the Range of Advertising and Advertising Industry according to the change in Media and Marketing Environment,” The Korean Journal of Advertising, Vol. 25, No. 3, pp. 59-85, 2014. https://doi.org/10.14377/KJA.2014.4.15.59
  8. Rust & Oliver(1994), "The Death of Advertising," Journal of Advertising, 23(4), pp. 71-77.
  9. KR Kim, “How Advertising Agencies are Comping with Big Data and Data Analytics ?,” The Korean Journal of Advertising, Vol. 25, No. 3, pp. 113-145, 2014. https://doi.org/10.14377/KJA.2014.4.15.113
  10. PJH Shoemaker 1995, "Scenario Planning: a Tool for Strategic Thinking," Sloan Management Review, Vol. 36, No. 2, pp. 25-40, 1995.
  11. G Ringland & , PP Schwartz, Scenarios Planning: Managing for the Future, Wiley, New York, 1998.
  12. R Bradfield et al., “The Origins and Evolution of Scenario Techniques in Long Range Business Planning,” Futures, Vol. 37, No. 8, pp. 795-812, 2005. https://doi.org/10.1016/j.futures.2005.01.003
  13. JH Ahn & A Skudlark, “Managing Risk in a New Telecommunications Service Development Process through a Scenario Planning Approach,” Journal of Information Technology, Vol. 17, No. 3, pp. 103-118, 2002. https://doi.org/10.1080/02683960210161258
  14. H Komulainen et al., “Business Model Scenarios in Mobile Advertising,” International Journal of Internet Marketing and Advertising, Vol. 3, No. 3, pp. 254-270, 2006. https://doi.org/10.1504/IJIMA.2006.010739
  15. SG Chang, “Future Strategies of Telecommunication Business for Sustaining Growth,” Telecommunications Review, Vol. 24, No. 1, pp. 2-14, 2014.
  16. PWF Van Notten et al., “An Updated Scenario Typology,” Futures, Vol. 35, No. 5, pp. 423-443, 2003. https://doi.org/10.1016/S0016-3287(02)00090-3
  17. R Ramirez & A Wilkinson, "Re-thinking the 2X2 Scenario Method: Grid or Frames?," Technological Forecasting and Social Change, Vol. 86, pp. 254-264, 2013.
  18. GD Peterson et al., “Scenario Planning: a Tool for Conservation in an Uncertain World,” Conservation Biology, Vol. 17, No. 2, pp. 358-366, 2003. https://doi.org/10.1046/j.1523-1739.2003.01491.x
  19. G Iyer, “The Targeting of Advertising,” Marketing Science, Vol. 24, No. 3, pp. 461-476, 2005. https://doi.org/10.1287/mksc.1050.0117
  20. A Goldfarb, "What is Different About Online Advertising?," Review of Industrial Organization, Vol. 44, No. 2, pp. 115-129, 2014. https://doi.org/10.1007/s11151-013-9399-3
  21. Q Chen & WD Wells, "Attitude Toward the Site" Journal of Advertising Research, Vol. 39, pp. 27-37, 1999.
  22. CH Cho, “Why do People Avoid Advertising on the Internet?,” Journal of Advertising, Vol. 33, No. 4, pp. 89-97, 2004. https://doi.org/10.1080/00913367.2004.10639175
  23. B. Yang et al., “The Integrated Mobile Advertising Model: The Effects of Technology and Emotionbased Evaluations,” Journal of Business Research, Vol. 66, No. 9, pp. 1345-1352, 2003.
  24. MH Lee, "A Study on N-Screen Convergence Application with Mobile WebApp Environment," Journal of the Korea Convergence Society, Vol. 6, No. 2, pp. 43-48, 2015.
  25. WJ Orlikowski & D Robey, “Information Technology and the Structuring of Organizations,” Information Systems Research, Vol. 2, No. 2, pp. 143-169, 1991. https://doi.org/10.1287/isre.2.2.143
  26. S Athey & JS Gans, "The Impact of Targeting Technology on Advertising Markets and Media Competition," AER Paper and Proceedings, 2010.
  27. DS Evans, “The Economics of the Online Advertising Industry,” Review of Network Economics, Vol. 7, No. 3, pp. 359-391, 2008.
  28. DOI: http://eur-lex.europa.eu/legal-content/EN/TXT/?uri=URISERV%3Al26073, Official Journal C372 of 09.12.1997
  29. JD Ratliff & DL Rubinfeld, “Online Advertising: Defining Relevant Markets,” Journal of Competition Law and Economics, Vol. 6, No. 3, pp. 653-686, 2010. https://doi.org/10.1093/joclec/nhq011
  30. CE Tucker, “Social Networks, Personalized Advertising, and Privacy Controls,” Journal of Marketing Research, Vol. 51, No. 5, pp. 546-562, 2014. https://doi.org/10.1509/jmr.10.0355