도로변 디지털 빌보드의 성공적 국내 도입을 위한 탐색적 연구 : 옥외 광고전문가의 심층 인터뷰와 해외 사례를 중심으로

Abstract

This study examines the foundation and environment for successful launch and settlement of roadside digital billboard in Korea in the future. With the development of digital technology around the world, digitization is spreading rapidly in the field of outdoor advertising. Recently, the launch of roadside digital billboards is under consideration in Korea. However, discussions about the need and availability of roadside digital billboards are still in its infancy. In this study, we conducted an in-depth interview with experts in the field of outdoor advertising to understand overall launch of roadside digital billboard in Korea and overseas case studies. As a result, most of the participants in the interview were in favor of launching roadside digital billboard and predicted that it would create media value through digital conversion. In addition, it was considered that the roadside digital billboard media could be successfully launched to the audience when they form a consumer awareness that it is a ‘useful public communication medium on the road’. Through these research results, we tried to derive the successful introduction of roadside digital billboard and guidelines applicable to roadside digital billboard. This study not only provides practical implications for efficient management of roadside digital billboard media, but also hopes that the launch of roadside digital billboard media in Korea will be actively utilized in corporate brand campaigns in the future.