UPDATE : 2023.12.3 Sun 23:48
The Evolution of Online Display Advertising
  • By Lee Yeon-ju, reporter
  • 승인 2019.02.28 09:49
  • 호수 259
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▲Percentage of advertising by each media

From internet-based advertising that appeared in the late 20th century to media advertisements in 2019, there have been many changes. The MSIT and KOBACO estimated that the domestic advertising market increased 6.45% in the past year and this year will increase an additional 4.8%. But this growth does not apply to TV and newspaper advertisements. Rather, they are expected to decrease and only mobile advertising costs will increase by leaps and bounds. Platform changes are also taking place in the press. Media companies, which had produced 3-minute and distributed them mostly on Facebook and Naver TV, are now preparing for a new launch on YouTube. The reason is that YouTube has a much more stable income than other media and shows the flow of comments and contents accurately. Due to this, Korean press outlets have opened YouTube live news channels or started video clips exclusively for YouTube, which is gaining influence.
Let's look at how the advent of digital media has changed in advertising, what changes in advertising have brought about in creative work styles, and what these changes have brought about in the organization of advertising events.

What has changed in advertisement?
Digital media has completely altered the concept of advertising. Advertisements have evolved into content beyond the old traditional media era. The goal of an advertising creative has also changed from effective message delivery to ‘marketing’. YouTube (one-man creator) is an example. A YouTuber, who is active in various fields, receives sponsorship and earns profits based on the number of views and sponsorship expenses. For example, Beauty YouTube Risabae, who has about 2 million subscribers, is making profits by producing content using a wide range of media, from advertising to personal broadcasting to on-air broadcasting programs. Since the popularity of single creators is as high as celebrities, the effect of advertisements is natural. So while the proportion of advertising in traditional media is gradually decreasing, digital media advertisements are increasing every year. There are also changes in the content of advertisements that increase the element of fun and induce empathy and participation.

What has changed in the system of advertising?
As advertising shifted, it became creative to develop content from the viewer’s point of view, and to accurately capture the channel that the viewer is interested in. Staff, such as editorial technicians, digital media planners, and content developers work directly with creators to develop solutions in a horizontal way. As a result, there has been a big change in the composition of the workforce.

How has the organization of the advertising agencies changed?
As a result, there have been many changes in the organization of advertising agencies. Large foreign marketing communications groups have been preparing for the digital age, mainly by mergers and acquisitions (M&A) of companies based on the digital base. Major local advertising companies are following this trend as well. These companies hire creative workers or a digital team by recruiting people who have relevant technology skills.

By Lee Yeon-ju, reporter  rosielee@kakao.com

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