국내 옥외광고 진흥을 위한 입찰제도 개선 방안 연구 : 옥외광고업계 전문가의 인식을 중심으로

Abstract

This study aimed to comprehensively review the positive and negative aspects of the current OOH advertising bidding system and explore ways to support the growth of small and medium-sized OOH advertising companies. Online written interviews were conducted with five industry experts with more than 20 years of experience in OOH advertising agency. The results showed that the current highest-bid bidding system hinders fair competition and makes it difficult for small and medium-sized businesses to enter the market. Accordingly, it was proposed to introduce a bidding system based on price and proposal evaluation or an average bid system, as well as to implement segmented bidding by media type, and to reflect qualitative evaluation items. To promote small and medium-sized businesses, measures such as introducing a total volume system to prevent monopoly by large companies, mandatory consortium of large and small companies, and granting additional points to small and medium-sized companies were suggested. It was also suggested that the OOH advertising industry be designated as a small and medium-sized enterprise promotion industry and that the participation of large companies be mandated to form a consortium. Based on these results, it appears that improving the current bidding system and implementing support policies for small and medium-sized businesses should be pursued in parallel to achieve a balanced development of the OOH advertising industry.