스마트 디바이스 환경에서의 모바일 광고에 대한 연구-융합기술을 활용한 광고사례를 중심으로- = A Study on Mobile Advertising in the Smart Devices Environment -Focused on Case Study of Advertising with Convergence Technology-

다국어 초록 (Multilingual Abstract)

Mobile advertising can easily select various kinds of responses from consumers and induce them to do certain behaviors, and it is a medium whose advertising effect can be more precisely measured than advertising through the other existing media since it targets each lifestyle of consumers``. As a result, mobile advertising has been constantly evolving into various different advertising forms along with digital devices, communication environments and IT. Probably the foundation of such an evolution is the very development of applications for smart phones. Developing applications has created a new market called, ``platform business``, while providing developers with advertising profits at the same time. This study intends to discuss into what form the mobile advertising market will evolve after breaking away from the range of growth. Mobile advertising makes it possible to provide users with customized-services fit for their preferences and circumstances and make them participate in and get absorbed into mobile advertising. Thus, by using the greatest advantages of smart devices, such as portability and availability of sharing contents between users, mobile advertising should provide users with services they need immediately, and advertising techniques proper for this trend should be discussed as well. In fact, many researches have been conducted to seek advertising techniques with various different technologies converged, but most of them have failed to break away from the existing wire-based internet advertising frame, except several kinds of technologies. Accordingly, this study intends to seek a new directivity for developing convergence-based advertising techniques fit for smart devices by considering all the aspects above.

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