온라인 광고 상생협력 방안에 관한 연구: 전문가의 인식을 중심으로

Abstract

Behind the rapid growth of the Korean online advertising industryin recent years, one of the biggest issues is the harmful effectsof the market-domination of a few, gigantic portal sites. Although the top 3 portal sites (i.e., Naver, Daum and Nate) accountfor only 0.1% of the total number of online advertising vehicles,they took almost 95% of the total revenues in 2012. Thisimbalance in the revenue structure between the 3 mega-portalsand numerous small-sized Internet advertising vehicles naturallycalls for an emergent rescue plan that may help small-sized vehiclessurvive and grow in a stable manner. Thus, this study intendsto find out the major issues surrounding the Korean onlineadvertising industry and to provide recommendations that may help develop a cooperative win-win plan for both groups of playersin Internet advertising market. Based on the results from an in-depth of interview with industryprofessionals and academic researchers, we offer the followingsuggestions. First, big portals not only need to show theirwillingness to cooperate but also should make an effort to supportthe small-to-medium sized Internet advertising firms. Second, inorder to gain a better negotiation power and to self-regulate sociallyharmful advertising practices, small-to-medium sized vehiclesmay need to be put together in the form of tradeassociation. Third, the government needs to reinforce the competitivenessof small-to-medium sized vehicles, alleviating theregulations and supporting the development of the so-calledone-to-one, customized advertising techniques by themselves. Fourth, a portion of government advertising should be allocated tosmall-to-medium sized Internet media. Especially, for those governmentalads that may be targeted toward a specific group oftarget consumer, the so-called 'ad-networks' may need to beutilized. If these practical suggestions can be implemented in areliable manner, it is expected that the Korean online advertisingindustry may revitalize itself in the near future.