'Research Study on the Effectiveness of Addressable TV Advertising' 진행
(From left) Kim Kyung-ho, Head of Broadcasting Advertising at SK Broadband; Park Hyun-soo, Professor at Dankook University Department of Communication; Yoon Do-han, Chairman of Korea IPTV Broadcasting Association; Kim Joo-dae, Head of Media Planning at KT; Kim Tae-hoon, Head of Advertising Business Unit at LG Uplus; and Yoon Baek-jin, Vice President of Incross, are posing for a commemorative photo at the 'IPTV Addressable TV Advertising Joint Research' agreement ceremony held on the 11th. Photo by Korea IPTV Broadcasting Association
[Asia Economy Reporter Cha Min-young] IPTV's three companies (KT, SK Broadband, LG Uplus) and media rep company Incross announced on the 12th that they have signed an agreement related to the 'Effectiveness Study of Addressable TV Advertising' in collaboration with Professor Park Hyun-soo's research team at Dankook University.
Addressable TV advertising is customized advertising delivered according to customer interests through more than 30 major domestic broadcasting channels. Institutionally, it is equivalent to broadcast advertising, but technically it is the same as digital advertising, and it is executed and sold based on digital video advertising standards such as Cost per View (CPV) charged upon completion of viewing.
Domestic addressable TV advertising was individually operated by each IPTV operator since 2016, but the trend changed last year. The three IPTV companies jointly partnered with broadcasters to share program advertising inventory and integrated sales based on IPTV data and advertising solutions, known as the 'Addressable TV 2.0' version.
The industry and research team will conduct empirical comparative research through this agreement. The study will investigate consumer behavior effects up to final branding conversion, such as the rate of watching ads to completion and ad awareness when advertising items and customer interests are matched.
Kim Ju-dae, KT Media Planning Manager, said, “Addressable TV advertising utilizing telecom companies' IPTV technology and big data is expected to be the future of TV advertising,” adding, “Through addressable TV advertising, we will establish a new co-growth model between IPTV operators and broadcasting channel usage operators (PP) to contribute to building a virtuous cycle system that enables PP operators to continue investing in new content.”
Kim Kyung-ho, SK Broadband Broadcast Advertising Manager, said, “Although addressable TV advertising has attracted market interest since its launch, many cases have not proceeded to advertising expenditure due to a lack of references,” adding, “If objective and empirical results are supported through industry-academic cooperation research, it will establish its position as an effective TV digital medium in the market.”
Kim Tae-hoon, LG Uplus Advertising Business Director, said, “We expect this study to resolve some market doubts about the effectiveness of TV audience targeting advertising,” adding, “If the effectiveness of addressable TV advertising, which has attracted great interest in the broadcast advertising market since its launch in June last year, is verified with objective indicators, it will be chosen by more advertisers.”
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