모빌리티 플랫폼을 활용한 DOOH 광고 활성화 방안 연구: 개인용 차량의 타사광고 허용에 대한 전문가 FGI를 중심으로

Abstract

The purpose of this study is to suggest the policy feasibility of allowing third-party advertisements for personal vehicles. Through the Focus Group Interview(FGI) of experts, this research is to examine the feasibility and effectiveness of the project and to suggest the policy direction of the project. As a result of analyzing the feasibility through the FGI in three areas: business feasibility, operation plan, and problems, there were the negative opinions that there would be no difference in the form of advertisements compared to taxi advertisements and limitations in providing reliable information to advertisers, such as coverage limits, proof of driving distance and so on. On the other hand, there were the opinions that third-party advertisements for personal vehicles could be attractive to advertisers with three differentiating factors: personalized media, sophisticated targeting, and geographic target exposure. As the other positive factor, In addition, the fact that various types of promotional campaign advertisements can be executed because advertisements are exposed by the driver's personality, vehicle diversity, target potential unlike taxis and buses. As this project is not permitted by the current enforcement decree of the Outdoor Advertising Act, system improvement is inevitable to promote the project. In addition, given the cost structure of the business, there were many opinions that low-quality wrapping advertisements that have no business and are difficult to control could cause environmental problems. However, it is estimated that this problem is due to the fact that this business was understood not as a digital platform-based advertising business, but only as a simple wrapping advertising business according to outdoor advertising practices. Due to the nature of this project, it was agreed that it should be conducted as a data-based digital outdoor advertising(DOOH) project with mobile and online solution. Also, a pilot project should be controled under the responsibility of a public institution.