미디어 이용행태 변화에 따른 TV 광고 활성화 방안 연구

The media industry relies heavily on advertising as a fundamental component of its business model. However, the proportion of revenue generated by TV advertising to the overall advertising market has been declining in recent years. Despite the high impact and branding effect of TV advertising, advertisers are seeking alternative advertising methods due to the diminishing viewership of traditional TV. Previous research in this area has primarily focused on the need for governmental deregulation of broadcast advertising or the comparison of the effectiveness of TV advertising to other media. However, the literature fails to address the ongoing decline in TV viewership. To address this research gap, our study adopts a case study approach by employing multiple cases to explore how TV advertising can adapt to changing media consumption patterns. Through interviews with a program provider, a pay TV operator (i.e., IPTV provider), and an outsourcing production company, we propose a series of practical solutions to revitalize the TV advertising market. Our recommendations include activating indirect advertising (PPL), developing content retouching technologies to support indirect advertising, and establishing capabilities to conduct personalized profiling data analysis at both the individual- and household-level. By identifying practical challenges for activating TV advertising and presenting viable alternatives, our study contributes both theoretical and practical implications for the industry. While governmental deregulation is crucial, our findings underscore the significance of activating indirect advertising and other innovative solutions to rejuvenate the TV advertising market.