2. ’13
- LTE
’12
’11
3,500
2,000
3,200
2,000
•
•
’10
’09
75
720
•
•
•

3. Mobile Media Usage - Millennial (14~32
Mobile Media Usage –
(
)
, US, 2012)

4. Mobile Media Usage –
Source: Ipsos & goole(2012.08)
Mobile Media Usage –

5. •
•
•
•
•
•
[Source : 2012
–
]

6. [
:
]
4500
4000
3500
3000
2500
2000
1500
1000
500
0
1996
DA
2164
386
376
2011
Source:
SA
907
1252
2012
2013(E)
(2012.12)
vs
(US, 2012)

7. AS-IS
TO-BE
Why?
How?

8. Strategy-Creative-Media
Text
Graphical
Touch
Keyboard
Mouse
Fingers
User
Interface
Input
Device
Creation
Communication
Consumption + Sharing
Internet Computing
Mobile Internet Computing
Device
Usage
Personal Computing
Computing
Cycle
[Sourc
[So
[Source : Morgan Stanley]
Pizza Time
Hut

9. Media
TV
Mobile Media
Online
Mobile AD
Tech
Mobile Web
Display AD
HTML5
OOH
Print
Mobile
SMS/MMS
GPS
Motion
Voice
QR/MO
Mobile App
Search AD
Social AD
Message AD
Reward AD
Touch
AR
Radio
Branded App
Other..
Video AD
Targeting
Integrated Marketing
TV
PR
Print
Online
Mobile
Offline
Demo
Geo
Interest
Situation
Event
Map/Call
Buy
OS
Device
Time
Behavior
App D/L
Social
Video
Cross Media MKT.
Personal Media
Push
[SKT
TGIF
~8/25
(
2001
8
Interactive
6
]
!
)
Always ON

10. Mobile App Market
Mobile App Market
•
•

11. AD-Network (Display AD)
<
•
•
•
•
>
•
•
to

12. AD-Network (Google Admob)
AD-Network (IAD-Nissan)

13. Branded App (AR - Band-Aids)
Branded App (SNS – Heineken Star Player)
Pizza Time

14. [
]
[
]
[
]

15. Trend 1. Html5 & Rich Media
Trend 1. Html5
rich media AD
Rich Media Design Flexibility
- Multimedia, 3D & Graphic Effect, Dynamic web Creative Support
- Special Mobile Creative Support(Touch, Swipe, Pinch, Tilt, Shake, Accelerometer..)
Multiple OS/Screen/Device Support
- Multiple OS (Android/IOS .. ), Screen & Device(Online/Mobile/TV.. ) Support
- Native App/Web App/Web Support
Tracker Compatibility
- OS/Screen/Device
Report & Track
Open Systems Support Speed And Scale
-
/
,
&

16. Trend 1. Html5
rich media AD
<Mobile Rich Media AD – Sprout/Html5>
Trend 1. Html5
rich media AD
<Mobile Rich Media AD – Sprout/Html5>

17. Trend 2. N-Screen & Video AD
Trend 2. N-Screen
New Media
Video AD

18. Trend 2. N-Screen
Video AD
- Beyond TV, Online-Mobile-Tablet AD Exposure + SNS
- Mobile
-
-
/
,
Targeting
Targeting/Sponsorship Package
Impression, Click, CTR Report/
UV, Reach Report/ GRPs
(dawin)?
(Video Ad Network Media)
– PC/Mobile/Tablet Screen
dawin
Video Ad-Network Media
N-Screen
Inventory
.
.
.
PMT Screen
- PC/Mobile/Tablet
Media Coverage
PMT Screen Ad
CPV Price
Social/Interactive
Smart Ad Exposure
RTB Inventory

19. Trend 3. Social
Trend 3. Social
- Utilizing innovative digital technology
- Especially Mobile : Movie, Brand App, Game, QR, AR, GPS, Map, Coupon
- Fun & Benefit -> Issue Making ->
/
- Facebook Mobile User 50%, PC User 50%
User
/
,
/
/
On/Off

20. Trend 3. Social
<Social Case – Nike Livestrong>