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TRANSCRIPT
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1
2015.12
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2
Theme ,
Market Issue2014
Global Market Issue FB
UK
Creative Campaign
First Live Broadcasted Flight - Turkish Airlines
Shot on an iPhone 6 world galley iPhone 6
The Social Swipe MISEREOR
Media News
Contents
Contents
Media New Ad11
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3
Theme ,
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4
1.
1991 , (Generations:The History of Americas Future)
1980 2000
Y, , (Echo Boomer),
: , M IoT (2015.09)
[ ]
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5
2 , X
IT , SNS
,
,
: , (2015.09)
GI 1901~1924 1 2 1930 . .
1925~1945 . 2 , , TV, . , .
(Baby Boom Generation)
1946~19641960~1970 1970~1980 me.
X(Generation X)
1965~1980 . .
/ Y(Millennials generation)
1981~1999 . . .
Z(Generation X)
2000 , DVD, .
1.
[ ]
-
6
: (2015.09)
2.
,
, , ,
etc. : , ,
1. (Digital native)
- ,
- SNS
- zero TV , TV
2.
-
-
3.
-
-
-
7
: National Statistics Bureau and AB Analysis, (2014.12)
() , , ,
1980
,
3 , 1/4
,
2.
[ ]
19%
33%
56%53%55%
56%
41%46%
26%
10%
3% 1%
20-29 30-39 40-49 50
or
/
[ ]
-
8
: kotra (2015.10), Pew Research, Wikipedia
, 8,750 2020 9,000 (2014 7 )
, 61%, 19%, 14%, 5%
, 2014 36% 2020 46%
1 3 21% , 2020 33%
(BCG)
52% , (30%),
(21%) ,
2.
[ Demographics ]
61%
14%
19%
5%
52%
30%
21%
20%
15%
15%
9%
1%
[ ]
-
9
: Pew Research
1/3 4
26% , (69%)
, 2007 22% 2015 1 26% .
2007 1,340 1,630
2.
26
36
48
65
Millennial(2013)
Gen X(1997)
Boomer(1980)
Silent(1960)
[ 18-32 ]
: 2013, 1997, 1980 3 , (Silent)
[ ]
71%67%
22%26%
2007 2015
1920 ~1940
1946~1964
1960 ~
1980
1981
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10
:
3, 5, N 20~30 , ,
, .
,
,
10
20
2.
67.2%
60.7%
2008 2012
32 9000 32 700032 3000
30 6000
2011 2012 2013 2014
5.4%
[ 2014 ]
-6
8 60 22 25 22 10
82 92
473
254
182149
97
-100
0
100
200
300
400
500
600
10 10 20 30 40 50 60
-20
-10
0
10
20
30
40
50
60
70
80
90
100
110
120
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11
Millennials generation
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12
< BMW >
3.
1. - , ,
- O2O ,
2. - 75% , 67%
- , ,
- , (Customization)
3. - 78% ,
(2014 82%, 70% )
- , .
-
-
13
3.
4. -
- .
-
5. - 60%
- (Brand building)
- 77%
6. < or SNS - , ,
- 95% , 84% , ,
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14
4.
1. , .
3% TV, , 94% .
, , .
2. .
.
, SNS .
3. (Cause Marketing) (Cause Marketing) .
, , (CSR) .
75% 40% .
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15
Appendix -
1% , 5 5%
.
,
:
.
,
.
32
50 .
,
3
12% .
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16
Appendix -
5 4,500
,
,
.
:
: AC
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17
Market Issue 2014
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18
, , 3 2
1.
2014
, ,
, ,
,
[ ]
: NIA, 2014 (2014)
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19
: NIA, 2014 (2014)
, , , , 40.8%
, (32.5%), (16.5%)
2013 , /
15.4%
[ ]
_
(: %)
16.5
10.3
40.8
32.5
/ 45.7
/ 44.5
//
48.7
47.2
62.8
/ 21.9
62.8
43.2
SNS 48.9
90.8
93.3
80.7
17.4
14.0
,
31.8
49.7
28.3
2014
[ ] (: %)
-
20
/ 46.8% , /
/ (13.7%), / / (9.5%), (9.0%)
2013 , /
[ 2014 ]
_
(: %)55.1
18.7
9.0 8.36.3
10.712.7
3.5
46.8
13.7
5.2 5.6 4.4
9.5 9.0
3.9
/
//
/
/
/
/
2013 2014
2014
: NIA, 2014 (2014)
-
21
, 58.5% .
/(55.5%), (36.0%)
,
,
35.3%
_
2.0
1.5
16.3
15.2
48.7
47.3
31.3
33.6
1.7
2.4
2013
2014
1.5
1.2
7.4
6.2
36.2
34.1
46.7
49.2
8.2
9.3
2013
2014
1.3
1.3
8.0
7.2
38.2
35.7
44.3
46.9
8.2
8.9
2013
2014
1.8
2.1
14.2
16.8
51.4
50.0
29.6
27.6
3.0
3.5
2013
2014
2.2
2.0
14.8
18.5
51.9
49.8
28.7
27.3
2.4
2.4
2013
2014
(: %), /
/
SNS
2014
: NIA, 2014 (2014)
(: %)
(: %)
(: %)
(: %)
-
22
61.1% , (52.6%),
(44.2%)
/ 17.0% , SNS(16.9%),
(11.4%)
2013 , , / ,
, SNS
_
(: %)
1.8
1.3
15.3
15.7
50.7
49.4
30.8
31.8
1.4
1.8
2013
2014
1.5
1.2
7.4
6.2
36.2
34.1
46.7
49.2
8.2
9.3
2013
2014
1.3
1.3
8.0
7.2
38.2
35.7
44.3
46.9
8.2
8.9
2013
2014
1.8
2.1
14.2
16.8
51.4
50.0
29.6
27.6
3.0
3.5
2013
2014
2.2
2.0
14.8
18.5
51.9
49.8
28.7
27.3
2.4
2.4
2013
2014
/
/
SNS
2014
: NIA, 2014 (2014)
(: %)
(: %)
(: %)
(: %)
(: %)
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23
93.0% ,
/(92.4%), /(92.0%)
, 2.2% , /(1.8%0,
/(1.5%)
_
0.4
0.3
0.6
1.0
5.7
7.0
40.7
43.3
52.6
48.4
2013
2014
(: %)
0.3
0.3
0.6
1.2
5.5
6.3
32.2
36.5
61.4
55.7
2013
2014
0.5
0.2
2.0
2.0
14.1
16.7
41.5
43.5
41.9
37.6
2013
2014
0.4
0.3
1.1
0.8
6.5
6.9
33.4
33.3
58.6
58.7
2013
2014
0.5
0.7
0.7
0.5
5.5
5.8
31.8
32.8
61.5
60.2
2013
2014
2014
: NIA, 2014 (2014)
(: %)
(: %)
(: %)
/
/ (: %)
/ (: %)
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24
Global Market Issue FB
UK
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25
FB
/ 1 FB
eMarketer 18~24 88% , 25~34 78.6%
2015, 5,870 ,
2015 2 The Media Insight Project , 57%
, 30% , 14% .
, 10 7
,
1 2 3 4 5 6 7
14% 30% 13% 16% 8% 8% 12%
9% 11% 6% 8% 6% 10% 50%
7% 13% 24% 24% 10% 19% 17%
3% 6% 5% 5% 5% 10% 66%
2% 4% 8% 8% 6% 12% 64%
2% 3% 4% 4% 3% 8% 77%
1% 4% 2% 2% 3% 9% 79%
1. 2. 3. 4. 5. 6. 7.
[ & ]
70%
60%
42%
34%
11%
1%
,
, , ""
,
[ ]
: The Media Project(2015.03)
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26
UK
2015 3 Decode , 10 7 ,
46%, 40%
.
51% , (48%), (27%), (24%)
[ UK ][ UK ]
: Pegasystems and Capgemini(2015.05)
70%
46%
40%
25%
21%
19%
,
51%
48%
27%
24%
()
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27
,
Vision Critical , 51%
, 12%
( ) 44% , 2014 34% .
7% 17% , 6% 14% 2 .
4% 10% , ,
18~34 35~54 12% , 11%,
13%, 4% . 55
[ ]
( )[ , ]
: Vision Critical(2015.10)
39%
51%
61%
49%
2014
2015
Yes No
71%
62%
60%
50%
59%
51%
47%
46%
54%
53%
48%
36%
18-34 35-54 55+
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28
10 9
,
eMarketer , 2015 92% 7,700 .
() ,
, . 2019 100
25~34 , 18%(2 420) .
12~17 18~34 90%
[ ]
: eMarketer(2015.06)
73.5 75.677.0 78.0 78.8 79.5
79.9
90.7% 92.2%92.5% 92.4% 92.2% 91.9% 92.0%
50.0%
55.0%
60.0%
65.0%
70.0%
75.0%
80.0%
85.0%
90.0%
95.0%
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
2013 2014 2015 2016 2017 2018 2019
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29
Creative Campaign First Live Broadcasted Flight -Turkish Airlines
Shot on an iPhone 6 world galley iPhone 6
The Social Swipe MISEREOR
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30
< Campaign Overview >
Period : 2015 7
Nation :
Rundown : (Periscope)
. , ,
,
5,118 ,
292,779
First Live Broadcasted Flight - Turkish Airlines
: https://youtu.be/1NZzOdP28fc
https://youtu.be/1NZzOdP28fc -
31
< Campaign Overview >
Period : 2015 3
Nation :
Rundown : 6
6 162
25, 73
2015 ,
OOH , 2
Shot on an iPhone 6 world galley iPhone 6
: https://youtu.be/C94ovy_WIsI
https://youtu.be/C94ovy_WIsI -
32
< Campaign Overview >
Period : 2014 4
Nation :
2
3,000 23%
The Social Swipe MISEREOR
: https://youtu.be/xL5a47AXWzU
https://youtu.be/xL5a47AXWzU -
33
Media News
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34
- 2016
- B2B
- , 360
, 26
- 27
-
- ,
: ,
-
-
- PC 100 , 10(GB)
,
-
35
-
- O2O 3
- 1, 2 2030 5kg ,
-
- ,(), E 3000cc 100 200
- 2.0 , 8,000
,
: ,
-
-
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36
Media New Ad 11
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37
11 11
: 2015 11 ~2016 1( )
: ,
10% ( )
11
- 80
-
- PV 1,300
- 100
- DAU 11
- PV 15
-
[ ] [ ] [ ]
CPM RollingCPC
CPT ( )
CPI
Rolling
CPE CPI +
CPA
CPI++
CPI++
CPV Real Time (2 )
-
38
DA
: 2015 11
: , , CTR
[ DA]
(640*240)
[ ]
(640*240)
: + + + AD ,
//TV
SNS .
: CPM ,
.
: (250*154), 2,
( ), URL
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39
2015 12 / /
: 2015 11
: Break TV
30 Non-skip
< PC > < >
- Break
- : 30
-
- & PIP (, )
- : / /
- Break
- : 30
-
- : ( )
-
40