엘리베이터 TV 광고의 인지 및 효과에 관한 연구: 실험적 접근과 EEG 분석

The emergence of digital platforms and advancements in technology are driving changes in the advertising market. In particular, as the Digital Out of Home (DOOH) field establishes itself as a new media, the market for advertising through TV screens installed inside elevators is growing. However, there is a lack of relevant research and empirical studies on this topic. Therefore, this study aims to empirically verify consumer perceptions and advertising effectiveness of elevator TV advertising and identify the key factors influencing its effectiveness. To achieve this, the characteristics and effects of elevator TV advertising were analyzed from various angles through exploratory research, scenario-based surveys, and EEG analysis. The results show that elevator TV advertising enhances consumer awareness and enables effective delivery of advertising messages. Furthermore, this study derives the main factors influencing advertising effectiveness and provides a foundation for advertisers to establish more effective advertising strategies. This research contributes to expanding the literature in related fields by increasing the understanding of elevator TV advertising and empirically verifying its effectiveness. It is also expected to help creators and advertisers of elevator TV advertising develop more effective advertising strategies.