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


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.


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


Supported by : National Research Foundation of Korea


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