2016年韩国网络广告行业发展趋势研究 455页

'최종연구보고서KISA-WP-2017-0005수탁기관:메트릭스코퍼레이션한국온라인광고협·회2016년12월 제출문한국인터넷진흥원원장귀하본보고서를온라인광고산업동향조사및분석의최종결과보고서로제출합니다년월일수탁기관메트릭스코퍼레이션한국온라인광고협회연구책임자부사장나윤정메트릭스코퍼레이션참여연구원팀장서라벌메트릭스코퍼레이션과장안재준메트릭스코퍼레이션과장안수정메트릭스코퍼레이션주임이유림메트릭스코퍼레이션책임연구원이영석한국온라인광고협회주임연구원신명섭한국온라인광고협회 요약문제목온라인광고산업동향조사및분석연구개발의목적및중요성o급변하는미디어환경속에서온라인광고의급성장에대한사항은광고시장추이변화등다양한지표를통해파악되고있음o매년기술의발전을통한미디어이용자들의이용형태변화에힘입어현재광고시장은바야흐로온라인광고시대라고할수있음o이에따라온라인광고시장에대한동향을살피고나아가온라인,광고시장의경쟁력강화를위한기초자료수집의목적으로본사업을수행함연구개발의내용및범위o국내온라인광고사업을영위하는사업체및광고주이용자를대상,으로온라인광고규모광고효과비교이용행태온라인광고인식등,,,온라인광고의대한전반적인사항에대해현황을파악 구분내용조사기간-2016년월713일부터12월15일까지①2015년월6~2016년월년간온라인광고를집행한61광고주조사대상②국내온라인광고사업을영위하는사업체-광고대행사애드네트워크사미디어렙사매체사등,,,③온라인광고를경험해본이용자①광고주:200개사조사표본②온라인광고사업체:400개사③광고이용자:2,000명①광고주별도표본설계없이상위:200개사②온라인광고사업체유형매출규모를고려한비례할당:*표본설계③광고이용자성별연령을고려한비례할당:*※「인터넷이용실태조사」의결과를바탕으로모집단구성①광고주방문:,e-mail,fax조사병행조사방법②온라인광고사업체방문:,e-mail,fax조사병행③광고이용자온라인조사:①광고주:광고집행규모온라인광고효과온라인광고,,유형별선호도등②온라인광고사업체:사업체유형시장현황인력및교육,,,조사내용해외진출업계애로사항등,③광고이용자:인터넷이용행태온라인광고인식광고,,효과비교등자료처리-통계패키지(SPSS)를이용한분석방법 연구결과가광고주.o온라인광고집행광고주의광고비구성비율을살펴보면해가지날수,록점차온라인광고의구성비율이높아지고타매체의구성비율이,낮아지는것으로나타남o온라인광고집행광고주의응답을살펴보면,매체별광고에대한‘즉각적인반응’,‘브랜드홍보및상품정보안내’,‘매출연계성’등8가지특성에대한충족도또한온라인광고의충족도가높게나타남,o광고의목적별로적합한온라인광고유형의경우‘고객관리’,‘타겟도달’,즉각적반응‘’,‘자유로운광고표현등광고이용자반응과’관련된목적에는‘SNS광고가적합하며’,‘매출연계’,‘광고요금적정성등예산과관련된목적은’‘검색광고가적합하다고나타남’나사업체.o국내온라인광고시장은매년성장하고있는추세이며,2015년조천35억원에서매년천억원수준의성장을보이며2,2017년에는약조원4의광고시장규모가될것으로나타남o국내온라인광고사업체의온라인광고유형별비중을살펴보면점차적,으로모바일광고비중이증가하고,인터넷광고의비중이감소하는것으로나타남o국내온라인광고사업체의온라인광고담당자는평균13.8명인것으로파악되었고담당업무는기획업무담당이가장많은비중을차,지하고있음-5- o국내온라인광고사업체의최근년간연평균퇴사인원은34.9명이고,퇴직인원이퇴사하는연차는년미만이가장많았으며주요퇴사2,원인으로는‘연봉및복리후생’이라는응답이가장많음o국내온라인광고사업체의최근년간연평균신규입사인원은35.5명으로퇴사인원대비0.6명더많은것으로나타난반면,2017년신규채용계획인원평균은3.0명으로과거년평균에비해다소적은인3원을채용할것으로파악됨o국내온라인광고사업체의역량강화교육시일반적으로각사업체에서필요한직업교육을실시하는것으로생각하고있으나공공기관을통,한정부주도의직업교육실시및지원이필요하다는의견도많은비중을차지하고있음o국내온라인광고사업체의응답을살펴보면해외진출이필요하다는,응답은26.6%로나타났으며해외진출을위해기업에게필요한가장,경쟁력있는역량으로는‘마케팅및사업전략수립능력’을꼽음o온라인광고사업체의사업운영시적용되는대표적인법률로는정보‘통신망법’,‘표시광고법’,‘전자상거래법을꼽았고이중가장불’,편함을느끼는법률은표시광고법인‘’것으로나타남o사업체의온라인광고산업활성화를위해필요한사항으로는‘온라인광고기술개발지원’,‘온라인전문인력양성’,‘온라인광고규제개선을꼽음’o사업체의온라인광고목적별광고유형의적합도의경우‘검색광고’,‘배너광고’,‘동영상광고’의적합도비중이전반적으로높게나타났으며‘자유로운광고표현’과같은일부목적에서는‘SNS광고’,‘보상형광고’의적합도비중이높게나타남 다이용자.oPC/모바일이용자의온라인광고에대한전반적인느낌으로는긍정적이라는의견이다소높게나타났고(56.2%),긍정적으로생각하는가장큰이유로‘상품/서비스정보를쉽게얻을수있음을꼽은반면부’,정적으로생각하는이용자(43.8%)의경우가장큰이유로‘콘텐츠이용을방해해서’라고응답함oPC/모바일이용자는온라인광고를하루1~2회정도클릭하며(33.4%),가장선호하는광고는‘검색광고’인것으로나타남반대로가장.선호하지않는광고유형으로는‘동영상광고를꼽았으며이를선’택한가장큰이유로는콘텐츠이용을방해하기때문이라고응답함‘’oPC/모바일이용자는온라인광고에대해개선이필요한분야로‘소비자를현혹하는낚시성광고’를최우선적으로꼽았으며그외사,항으로는‘불법적이고선정적인광고’,‘한페이지에보이는광고개수’등을꼽음oPC/모바일이용자의매체별광고신뢰도관심도제품,,및서비스구매/이용결정영향에있어서‘방송광고에대한긍정적인응답이’가장높아이는광고주사업체가생각하는부분과다소차이를보임,/oPC/모바일이용자는주요검색사이트의매출이광고를통해발생한다는점에대해이용자의66%가인지하고있다고응답함oPC/모바일이용자는광고를보지않는조건으로온라인콘텐츠유료이용의향을묻는질문에서이용자의22.6%가이용의향이있다고응답함oPC/모바일이용자의온라인서비스이용시광고가보이지않도록하는광고차단프로그램활용경험은27.5%로낮았으나,응답자의46.5%가이를활용하고자하는의향을보여광고차단프로그램에대해알지못해활용경험이낮은것으로판단됨-7- 이용자를위하여1.이보고서는온라인광고산업과관련있는온라인광고주,온라인광고사업체,광고이용자를대상으로표본조사를실시하였음2.온라인광고시장규모및광고대행업사업체대행비는추정을통한추정치이며그외정보는응답표본,기준의응답임3.이조사에대한결과는앞서설명한바와같이온라인광고산업과관련있는대상을통해산출된자료로전체광고시장의의견과다소차이가발생할수있음4.통계표숫자는반올림되었으므로,세목의합계가그총수와일치하지않을수도있음 목차제1장조사개요··································································································1제1절조사의배경및목적············································································1제2절조사개요··································································································21.조사개요··········································································································21)조사대상········································································································22)조사모집단····································································································23)조사내용········································································································34)광고유형정의······························································································65)조사수행········································································································76)조사수행결과······························································································77)표본설계········································································································8(1)표본설계개요···························································································8(2)광고주표본설계·······················································································8(3)광고대행사및매체사표본설계···························································8(4)광고이용자표본설계·············································································118)응답자현황································································································13제3절주요조사결과·······················································································141.온라인광고시장규모··················································································141)온라인광고시장규모및광고대행업사업체대행비························14 2.온라인광고사업자및광고주정보························································151)온라인광고사업자····················································································15(1)온라인광고담당자현황·······································································15(2)신규입사및2017년채용계획·························································16(3)재직자교육현황···················································································17(4)해외진출···································································································18(5)법제도현황·····························································································192)온라인광고광고주현황··········································································20(1)온라인광고유형별활용경험·······························································20(2)트래킹사활용여부···············································································203.온라인광고이용행태··················································································211)인터넷이용서비스··················································································212)온라인광고전반적인느낌······································································223)온라인광고유형별선호도······································································234)온라인광고유형별불편도······································································234.온라인광고효과성분석············································································241)광고매체별효과성····················································································24(1)광고목적별광고매체충족도광고주()·················································24(2)광고매체별신뢰도관심도구매영향력이용자//()································242)온라인광고유형별적합도······································································25(1)사업체·······································································································25(2)광고주·····································································································265.총평················································································································27제장온라인광고산업현황제1절온라인광고비시장규모······································································281.온라인광고산업의개요············································································28 2.온라인광고시장규모··················································································281)온라인광고시장규모················································································28(1)온라인매체와온라인광고유형별광고비·········································28(2)광고대행업사업체대행사렙사애드네트워크사등대행비(,,)····30제2절온라인광고사업자현황····································································311.사업자정보··································································································312.온라인광고유형별시장규모····································································321)온라인매체와온라인광고유형별광고비비중··································322)디스플레이광고유형별비중··································································343)국내와해외온라인매체광고비비중················································353.인력현황······································································································361)인력현황······································································································36(1)평균인력수···························································································36(2)업무별비중·····························································································37(3)제작외주활용여부···············································································382)퇴사현황····································································································39(1)평균퇴사자수·····················································································39(2)연차별퇴사자비중·············································································40(3)퇴사이유·······························································································413)신규채용현황····························································································43(1)신규채용인원수·················································································43(2)신규채용계획·······················································································44(3)신규채용분야·······················································································454.재직자교육현황························································································461)교육실시······································································································46 (1)실시여부·································································································46(2)향후교육실시계획·············································································47(3)미실시이유···························································································482)인력양성필요성······················································································50(1)업무별역량강화필요정도·································································50(2)재직자역량강화교육주체·································································51(3)온라인광고분야전문인력양성을위한중요사항·······················535.해외진출현황······························································································551)해외지사및사무소현황······································································552)해외진출필요성······················································································573)해외진출시경쟁력있는역량····························································584)해외진출시경쟁력있는지역····························································605)해외진출시가장필요한부분····························································626.법제도현황··································································································641)법령별적용정도····················································································642)법령의불편함정도················································································663)규제관련애로사항················································································684)규제방식··································································································705)규제유형별강화완화/·············································································727.기타················································································································741)광고활성화를위한필요사항································································742)온라인광고이슈······················································································76제3절온라인광고주현황··············································································791.광고주정보··································································································792.광고매체별광고비구성비중··································································801)광고매체별광고비구성비중································································80 2)온라인매체와온라인광고유형별집행비중········································813)SNS광고집행비중····················································································824)국내와해외온라인매체광고비중······················································833.기타················································································································841)온라인광고유형별활용············································································842)트래킹사활용여부··················································································853)온라인광고애로사항··············································································86제장온라인광고이용형태제1절응답자정보··························································································871.최종학력········································································································872.통신요금······································································································893.직업··············································································································91제2절온라인이용형태··················································································941.온라인이용형태························································································941)인터넷이용서비스················································································942.온라인광고이용형태··············································································981)온라인광고접촉경험··············································································982)온라인광고클릭횟수············································································99제3절온라인광고에대한인식및태도··················································1011.온라인광고에대한전반적인느낌························································1011)긍정이유································································································103 2)부정이유································································································1062.온라인광고유형별선호··········································································1091)선호하는온라인광고유형··································································1092)선호이유································································································1123)비선호하는온라인광고유형······························································1154)비선호이유····························································································1183.온라인광고개선························································································1211)온라인광고유형별불편도··································································121(1)검색광고·································································································122(2)배너광고·······························································································124(3)동영상광고···························································································126(4)SNS광고································································································128(5)보상형광고···························································································130(6)바이럴광고···························································································132(7)PPL광고································································································1342)온라인광고개선필요··········································································1364.새로운온라인광고유형에대한의견··················································1391)맞춤형광고································································································139(1)경험·······································································································139(2)인식·······································································································141(3)이용의향·····························································································143(4)개인정보제공의향···········································································145(5)개인정보제공조건···········································································1472)네이티브광고··························································································150(1)경험·······································································································150(2)인식·······································································································1525.온라인광고에대한인식··········································································1541)온라인광고역할에대한인식······························································154 (1)광고역할에대한이해여부·····························································154(2)광고없이유로콘텐츠이용의향···················································1562)광고차단소프트웨어에대한인식······················································158(1)광고차단소프트웨어이용경험·····················································158(2)이용의향·····························································································160(3)콘텐츠접근차단소프트웨어이용의향·······································162(4)유로콘텐츠이용시광고차단프로그램이용의향···················164제장온라인광고에대한효과성분석제1절광고효과성분석··············································································1661.광고목적별광고매체충족도광고주()····················································1662.광고목적별온라인광고유형적합도광고주(vs사업체)··················1671)광고주········································································································1672)사업체········································································································1693.광고매체별신뢰도관심도구매영향력이용자//()···································171제장온라인광고동향제1절들어가는말·······················································································172제2절해외광고시장현황···········································································1771.미국시장······································································································1782.중국시장······································································································1823.일본시장······································································································185 4.전망··············································································································189제3절2017온라인광고의트렌드·····························································1911.온라인광고의시대····················································································1912.2017온라인광고시장의핵심키워드··················································1911)라이프온디멘드(LifeOnDemand)와모바일온리(MobileOnly)·1912)네이티브광고(Native-Ads)····································································1943)광고플랫폼으로서의디지털사이니지··············································1964)N-스크린(N-Screen)시대의온라인광고············································1995)AR/VR을활용한온라인광고································································2016)1인방송과MCN······················································································2027)온라인광고의법적·제도적한계························································2058)온라인광고시장전망············································································207#별첨 그림목차[그림1-3-1-1]온라인광고시장규모및광고대행업사업체대행비·······14[그림1-3-2-1]온라인광고담당자현황············································15[그림1-3-2-2]최근년간연평균신규입사직원수및32017년채용계획····································································16[그림1-3-2-3]1년간재직인력역량강화교육실시여부및미실시사유··············································································17[그림1-3-2-4]재직자역량강화교육주체······································17[그림1-3-2-5]해외진출필요여부및역량································18[그림1-3-2-6]해외진출시경쟁력있는지역및지사지역······18[그림1-3-2-7]온라인광고사업운영시적용되는법령및불편함정도··············································································19[그림1-3-2-8]온라인광고활성화및건전화를위한규제방식및규제의완화강화/·····················································19[그림2-3-2-9]온라인광고유형별활용경험····································20[그림2-3-2-10]온라인광고집행을위한트래킹사활용여부······20[그림1-3-3-1]주로이용하는인터넷서비스································21[그림1-3-3-2]온라인광고전반적느낌············································22[그림1-3-3-3]선호하는온라인광고유형순위(1/1+2순위)···················23[그림1-3-3-4]온라인광고유형별불편도······································23[그림1-3-4-1]광고목적별광고매체충족도····································24[그림1-3-4-1]광고매체의신뢰도관심도이용도,,······················24[그림1-3-4-2]광고목적별온라인광고유형적합도······················25[그림1-3-4-3]광고목적별온라인광고유형적합도······················26[그림2-1-1-1]온라인매체별유형별온라인광고시장규모/·········29[그림2-1-1-2]광고대행업사업체대행비········································30 [그림2-2-2-1]온라인매체와온라인광고유형별광고비비중····32[그림2-2-2-2]디스플레이광고유형별비중··································34[그림2-2-2-3]국내와해외온라인매체광고비비중····················35[그림2-2-3-1]2016년기준온라인광고담당자수························36[그림2-2-3-2]온라인광고담당자업무별비중······························37[그림2-2-3-3]제작업무인력이없는경우외주사활용여부······38[그림2-2-3-4]최근년간전체직원중연평균퇴사직원수3··39[그림2-2-3-5]퇴사하는주요연차··················································40[그림2-2-3-6]퇴사하는주된사유····················································41[그림2-2-3-7]최근년간연평균신규입사직원수3··················43[그림2-2-3-8]2017년신규직원채용계획··································44[그림2-2-3-9]신규직원채용분야비중······································45[그림2-2-4-1]1년간재직인력역량강화교육실시여부··············46[그림2-2-4-2]향후재직인력역량강화교육실시계획··············47[그림2-2-4-3]재직자역량강화교육미실시사유························48[그림2-2-4-4]경쟁력강화를위한재직인력업무별역량향상필요정도······································································50[그림2-2-4-5]재직자역량강화교육주체······································51[그림2-2-4-6]온라인광고분야전문인력양성을위한중요사항····53[그림2-2-5-1]해외지사및사무소운영여부및해외지사지역····55[그림2-2-5-2]해외진출필요여부··················································57[그림2-2-5-3]해외진출시경쟁력있는역량································58[그림2-2-5-4]해외진출시경쟁력있는지역································60[그림2-2-5-5]해외진출을위해가장필요한부분······················62[그림2-2-6-1]온라인광고사업운영시적용되는법령··············64[그림2-2-6-2]온라인광고사업운영시적용되는법령의불편함정도··············································································66[그림2-2-6-3]온라인광고규제로인해사업운영불편경험및애로사항······································································68 [그림2-2-6-4]온라인광고활성화및건전화를위한규제방식70[그림2-2-6-5]온라인광고활성화및건전화를위한규제유형별규제정도······································································72[그림2-2-7-1]온라인광고산업활성화를위해필요한사항····74[그림2-2-7-2]온라인광고업계의광고이슈··································76[그림2-3-2-1]광고매체별광고비구성비중································80[그림2-3-2-2]온라인매체및광고유형별비중유형별구성비··81[그림2-3-2-3]SNS광고집행비중·····················································82[그림2-3-2-4]국내와해외온라인매체광고집행비중··············83[그림2-3-3-1]온라인광고유형별활용경험····································84[그림2-3-3-2]온라인광고집행을위한트래킹사활용여부········85[그림2-3-3-3]온라인광고집행시어려움을겪는사항············86[그림3-1-1-1]최종학력······································································87[그림3-1-2-1]통신요금······································································89[그림3-1-3-1]직업················································································91[그림3-2-1-1]주로이용하는인터넷서비스································94[그림3-2-2-1]광고접촉경험····························································98[그림3-2-2-2]광고클릭횟수························································99[그림3-3-1-1]온라인광고에대한전반적인느낌······················101[그림3-3-1-2]온라인광고를긍정적으로생각하는이유··········103[그림3-3-1-3]온라인광고를부정적으로생각하는이유순위(1/1+2순위)··················································106[그림3-3-2-1]선호하는온라인광고유형순위(1/1+2순위)·················109[그림3-3-2-2](응답한광고를선호하는이유)·····························112[그림3-3-2-3]비선호하는온라인광고유형순위(1/1+2순위)····115[그림3-3-2-4](응답한광고를선호하지않는이유)···················118[그림3-3-3-1]온라인광고유형별불편도····································121[그림3-3-3-2]검색광고······································································122[그림3-3-3-3]배너광고······································································124 [그림3-3-3-4]동영상광고··································································126[그림3-3-3-5]SNS광고·······································································128[그림3-3-3-6]보상형광고··································································130[그림3-3-3-7]바이럴광고··································································132[그림3-3-3-8]PPL광고·······································································134[그림3-3-3-9]온라인광고의개선이필요한분야순위(1/1+2순위)····136[그림3-3-4-1]온라인쇼핑중배너광고를통해재방문유도하는광고경험··································································139[그림3-3-4-2]배너형태광고에대한인식····································141[그림3-3-4-3]맞춤형온라인광고제공시이용의향여부········143[그림3-3-4-4]맞춤형광고선별을위해개인정보등필요시제공의향············································································145[그림3-3-4-5]개인정보제공여부결정시필요한절차순위(1/1+2순위)················································147[그림3-3-4-6]광고인지정보인지구분이안되는게시물경험···150[그림3-3-4-7]광고인지정보인지구분안되는게시물에대한인식············································································152[그림3-3-5-1]주요검색사이트의광고를통한비용확보여부인지··············································································154[그림3-3-5-2]온라인콘텐츠이용시광고를접하지않고유료로사용할의향······························································156[그림3-3-5-3]온라인서비스이용시광고가보이지않도록하는광고차단프로그램활용경험··································158[그림3-3-5-4]광고차단프로그램활용의향······························160-20- [그림3-3-5-5]다수의콘텐츠접근이어려운경우광고차단프로그램활용의향··················································162[그림3-3-5-6]콘텐츠를유료로활용해야하는경우광고차단프로그램활용의향················································164[그림4-1-1-1]광고목적별광고매체충족도··································166[그림4-1-2-1]광고목적별온라인광고유형적합도····················167[그림4-1-2-2]광고목적별온라인광고유형적합도····················169[그림4-1-3-1]광고매체의신뢰도관심도이용도,,····················171[그림5-1]GDP성장률과GDI증가율·············································174[그림5-2]소비자심리지수추이······················································176[그림5-3]GDP전망경로··································································176[그림5-4]광고비종합2014-2019····················································177[그림5-5]종합광고비2014-2020······················································178[그림5-6]2010-2019미국매체별광고비비율··························179[그림5-7]미국전체매체광고비점유율······································179[그림5-8]미국TVvs디지털광고비비교2015-2020···············180[그림5-9]2016년포맷별미국디지털광고비······························181[그림5-10]중국전체매체광고비,2014-2020·····························182[그림5-11]중국의디지털과모바일광고비,2014-2020···············183[그림5-12]2012-2018중국디지털광고비······································184[그림5-13]일본전체매체광고비와디지털과모바일광고,2014-2020··········································································186[그림5-14]일본광고비지출,2011-2018·······································187[그림5-15]일본디지털광고비,2012-2018···································187[그림5-16]일본의모바일인터넷광고비,2015-2020·················188[그림5-17]일본의모바일인터넷광고비,2015-2020·················189[그림5-18]네이티브광고경험························································194[그림5-19]네이티브광고반응························································194[그림5-20]디지털사이니지활용사례··········································198 [그림5-21]국내N-Screen이용자미디어이용구성변화·····200[그림5-22]인터넷모바일이용서비스/···········································203[그림3-23]동영상시청인터넷유형············································203[그림5-24]1인방송시청경험························································204 표목차[표2-1-1-1]온라인매체별유형별온라인광고시장규모/·············29[표2-1-1-2]광고대행업사업체대행비············································30[표2-2-1-1]사업자정보······································································31[표2-2-2-2]온라인매체별광고비비중············································33[표2-2-2-3]온라인광고유형별광고비비중··································33[표2-2-2-4]디스플레이광고유형별비중········································34[표2-2-2-5]국내와해외온라인매체광고비비중························35[표2-2-3-1]2016년기준온라인광고담당자수····························36[표2-2-3-2]온라인광고담당자업무별비중··································37[표2-2-3-3]제작업무인력이없는경우외주사활용여부··········38[표2-2-3-4]최근년간전체직원중연평균퇴사직원수3······39[표2-2-3-5]퇴사하는주요연차························································40[표2-2-3-6]퇴사하는주된사유························································42[표2-2-3-7]최근년간연평균신규입사직원수3······················43[표2-2-3-8]2017년신규직원채용계획········································44[표2-2-3-9]신규직원채용분야비중············································45[표2-2-4-1]1년간재직인력역량강화교육실시여부··················46[표2-2-4-2]향후재직인력역량강화교육실시계획····················47[표2-2-4-3]재직자역량강화교육미실시사유····························49[표2-2-4-4]경쟁력강화를위한재직인력업무별역량향상필요정도····················································································50 [표2-2-4-5]재직자역량강화교육주체··········································52[표2-2-4-6]온라인광고분야전문인력양성을위한중요사항··54[표2-2-5-1]해외지사및사무소운영여부··································55[표2-2-5-2]해외지사지역································································56[표2-2-5-3]해외진출필요여부························································57[표2-2-5-4]해외진출시경쟁력있는역량····································59[표2-2-5-5]해외진출시경쟁력있는지역····································61[표2-2-5-6]해외진출을위해가장필요한부분····························63[표2-2-6-1]온라인광고사업운영시적용되는법령····················65[표2-2-6-2]온라인광고사업운영시적용되는법령의불편함정도····················································································67[표2-2-6-3]온라인광고규제로인해사업운영불편경험··········68[표2-2-6-4]온라인광고산업의활성화를저해하는법제도및애로사항···········································································69[표2-2-6-5]온라인광고활성화및건전화를위한규제방식····71[표2-2-6-6]온라인광고활성화및건전화를위한규제유형별규제정도···········································································73[표2-2-7-1]온라인광고산업활성화를위해필요한사항··········75[표2-2-7-2]온라인광고산업활성화를위해필요한사항··········75[표2-2-7-3]온라인광고업계의광고이슈········································77[표2-3-1-1]광고주정보····································································79[표2-3-2-1]광고매체별광고비구성비중······································80[표2-3-2-2]2016년예상온라인매체유형별구성비중··············81[표2-3-2-3]SNS광고집행여부및전체광고비대비비중·······82[표2-3-2-4]국내와해외온라인매체광고집행비중··················83[표2-3-3-1]온라인광고유형별활용경험········································84[표2-3-3-2]온라인광고집행을위한트래킹사활용여부············85[표2-3-3-3]온라인광고집행시어려움을겪는사항··················86[표3-1-1-1]최종학력············································································88 [표3-1-2-1]통신요금············································································90[표3-1-3-1]직업····················································································92[표3-2-1-1]주로이용하는인터넷서비스순위(1/1~3순위)··········95[표3-2-2-1]광고클릭횟수································································98[표3-2-2-2]광고클릭횟수······························································100[표3-3-1-1]온라인광고에대한전반적인느낌····························102[표3-3-1-2]온라인광고를긍정적으로생각하는이유순위(1/1+2순위)···104[표3-3-1-3]온라인광고를부정적으로생각하는이유순위(1/1+2순위)··107[표3-3-2-1]선호하는온라인광고유형순위(1/1+2순위)··············110[표3-3-2-2](응답한광고를선호하는이유)·································113[표3-3-2-3]비선호하는온라인광고유형순위(1/1+2순위)··········116[표3-3-2-4](응답한광고를선호하지않는이유)·······················119[표3-3-3-1]검색광고··········································································123[표3-3-3-2]배너광고··········································································125[표3-3-3-3]동영상광고······································································127[표3-3-3-4]SNS광고···········································································129[표3-3-3-5]보상형광고······································································131[표3-3-3-6]바이럴광고······································································133[표3-3-3-7]PPL광고···········································································135[표3-3-3-8]온라인광고의개선이필요한분야순위(1/1+2순위)137[표3-3-4-1]온라인쇼핑중배너광고를통해재방문유도하는광고경험········································································140[표3-3-4-2]배너형태광고에대한인식········································142[표3-3-4-3]맞춤형온라인광고제공시이용의향여부············144[표3-3-4-4]맞춤형광고선별을위해개인정보등필요시제공의향·················································································146[표3-3-4-5]개인정보제공여부결정시필요한절차순위(1/1+2순위)················································································148[표3-3-4-6]광고인지정보인지구분이안되는게시물경험··151 [표3-3-4-7]광고인지정보인지구분안되는게시물에대한인식···153[표3-3-5-1]주요검색사이트의광고를통한비용확보여부인지·155[표3-3-5-2]온라인콘텐츠이용시광고를접하지않고유료로사용할의향····································································157[표3-3-5-3]온라인서비스이용시광고가보이지않도록하는광고차단프로그램활용경험·····································159[표3-3-5-4]광고차단프로그램활용의향····································161[표3-3-5-5]다수의콘텐츠접근이어려운경우광고차단프로그램활용의향·······································································163[표3-3-5-6]콘텐츠를유료로활용해야하는경우광고차단프로그램활용의향········································································165[표4-1-1-1]광고목적별광고매체충족도······································166[표4-1-2-1]광고목적별온라인광고유형적합도························168[표4-1-2-2]광고목적에적합한광고유형······································170[표4-1-3-1]광고매체의신뢰도관심도구매영향력//···················171[표5-1]GDP경제성장전망····························································175[표5-2]개인미디어스마트폰보유현황()···································193[표5-3]디지털사이니지시장전망················································197[표5-4]N-스크린이용률변화·························································199 제1장조사개요제1절조사의배경및목적o최근국내의광고시장은지상파TV,라디오신문잡지등의전통,,매체대비‘스마트미디어’로통칭되는인터넷,모바일디지털,사이니지매체의광고시장은해마다성장하고있는추세임o특히이중모바일광고는매년,10%이상의고속성장을하고있으며,향후성장전망도매우높은수준으로향후국내광고산업을이끌어갈주력요인으로간주되고있음o다만전통적인광고매체와는다르게근래기술발전의결과로나타,난인터넷및모바일매체는기존광고와다르게광고유형광고,형식신규광고의출현등다양한변화의가능성을내포하고있고,,그에따라인터넷모바일광고산업을둘러싸고있는사회경제문/,,화정책적환경등이지속적으로변화하고있음,o이러한광고의특수성을반영한산업진흥정책을수립하기위해서는다양하게변화하고있는온라인광고인터넷모바일시장에대한환(/)경및동향을파악하는것이중요o이에따라온라인광고인터넷모바일(/)시장에대한동향을살피고,나아가온라인광고시장의경쟁력강화를위한기초자료수집의목적으로본사업을수행함-1- 제2절조사개요1.조사개요1)조사대상o온라인광고산업은크게광고주와온라인광고사업체로구분됨본.조사는광고주와사업체와광고를이용하는이용자를대상으로표본조사를실시함-광고주광고활동을하는주체로서광고를게재하고싶은대상:-광고대행사광고주를위해광고에관한업무를전문적으로수행:하는기업-온라인광고매체완성된온라인광고를게재하는매개체:-온라인광고이용자온라인광고를:PC와모바일매체를통해이용하는이용자2)조사모집단o조사모집단은조사대상특성을고려하여구성함-광고주온라인광고활동을한기업중광고집행비상위:1,000개사업체-광고대행사및매체:온라인광고협회의회원사(125개사),과년도기구축된광고대행사및매체(517개사),정기간행물대장의인터넷매체(596개사를취합한)1,238개사-온라인광고이용자:한국인터넷진흥원의‘2015년인터넷이용자실태조사’의결과를토대로추정한PC/모바일광고이용자(PC:43,726,457명모바일,:41,314,991명)*PC/모바일이용자는중복이있음-2- 3)조사내용o광고주구분내용기업-사업을영위하는업종유형-2015년~2017년예상전체광고비규모()-2015년~2017년예상매체별광고비비중()광고-인터넷모바일기타등온라인광고매체별광고비비중,,집행-온라인광고유형별광고비비중규모-2015년~2017년SNS매체광고집행여부의향및비중()-국내해외온라인매체광고비비중/-트래킹사활용여부-광고특성에따른온라인광고의충족도온라인-광고특성에따른방송광고의충족도광고-광고특성에따른인쇄광고의충족도효과-광고특성에따른옥외광고의충족도온라인광고-온라인광고유형별활용경험유형별-광고목적에적합하게운영될수있는광고유형선호도-3- o사업체구분내용사업체-광고사업체유형유형-2015년~2017년온라인광고취급액구성비중시장-디스플레이(DA)광고구성비율현황-국내해외온라인매체광고집행비중/-온라인광고담당직원수및담당업무-최근년간연평균퇴직인원및주요연차3-온라인광고담당직원퇴사사유-최근년간연평균신규입사직원수3인력및-2017년온라인광고담당직원채용계획및담당업무교육-온라인광고분야전문인력양성을위한중요사항-인력역량강화를위한교육실시및계획여부-인력역량강화를위한교육미실시사유-현재직인력의업무별역량강화필요정도-재직인력역량강화교육주체-해외진출필요여부-해외진출시가장경쟁력있는역량,해외-해외진출시가장경쟁력있는지역,진출-해외진출을위해필요한부분-해외지사및사무소운영여부및지역-온라인광고사업운영시적용되는광고관련법령-광고관련법령적용에따른사업운영불편정도-온라인광고규제로인한사업운영불편경험업계-온라인광고산업의활성화를저해하는법제도애로-국내온라인광고산업활성화및건전화를위해이루사항어져야하는규제방식-규제유형별강화완화여부/-온라인광고사업활성화를위해필요한사항-온라인광고업계의이슈기타-광고목적에적합하게운영될수있는광고유형-4- o이용자구분내용인터넷이용-PC/모바일을통해주로이용하는인터넷서비스행태-온라인광고유형별접해본경험-온라인광고의전반적인느낌-온라인광고의긍정부정인식사유/온라인-온라인광고클릭빈도광고-온라인광고중선호하는유형및이유인식-온라인광고중선호하지않는유형및이유-온라인광고유형별불편정도-온라인광고개선필요분야-광고매체별신뢰정도광고-광고매체별관심도효과-광고매체별제품및서비스구매이용결정에영향을/비교미치는정도-쇼핑몰재방문유도광고를접해본경험-광고와정보가구분되지않는게시물을접해본경험-온라인맞춤형광고제공시이용의향-이용자의맞춤광고선별을위해개인정보제공의향기타-개인정보제공시필요하다고생각하는부분-콘텐츠및서비스이용을위해광고시청이필요한것에대한인지여부-온라인콘텐츠를유료로사용하고광고를보지않을의향-광고차단프로그램활용경험및활용의향-5- 4)광고유형정의o온라인광고유형은아래와같음구분내용①배너광고-인터넷모바일웹페이지일정구역에이미지또는/동영상등으로표시되는그래픽광고②동영상광고-YouTube,DaumTV팟등의사이트에서동영상을디스재생할때보이는동영상형태의광고플레이③SNS광고광고-페이스북카카오스토리등소셜네트워크사용자들,(DA)에게노출되는광고④보상형광고-캐쉬슬라이드애드라떼등광고제공앱에서광고를,클릭함으로써포인트나마일리지등을지급받는방식의광고①검색광고검색-네이버다음등포털검색창에검색어를입력하면,광고검색결과에관련업체의메시지가노출되는광고(SA)(파워링크프리미엄링크등,)①바이럴광고-블로그,카페등을통해소비자들에게자연스럽게정보를제공하여상품및서비스의신뢰도와기타인지도를상승시키는일명‘입소문’광고광고②PPL광고-온라인콘텐츠에서특정제품을노출시켜광고효과를노리는광고-6- 5)조사수행o본조사는아래의프로세스로진행함구분내용조사-조사대상특성별리스트확보준비-전문가회의를통한조사표설계모집단-확보된모집단을바탕으로모집단정비조사수행조사*사업체생멸여부사업유형매출규모등,,및-모집단정비조사를통해확정된모집단을바탕으로표표본본설계실시설계-구조화된설문지를통해조사수행구분광고주사업체이용자본목표표본200개사400개사2,000명조사조사방법이메일팩스,이메일팩스,온라인10월일20~10월일20~10월일20~조사기간11월일3011월일3011월일11검증및-회수된자료에대한검증및입력데이터처리보고서-산출된자료를바탕으로보고서작성작성6)조사수행결과o본조사는목표표본2,600표본대비97.6%인2,537표본이회수됨이용자구분광고주사업체PC모바일최초모집단1,0001,23743,726,45741,314,991최종모집단1,0001,32143,726,45741,314,991목표표본200개사400개사1,000명1,000명진행표본180개사357개사1,000명1,000명진행률90.0%89.3%100.0%100.0%*사업체모집단모집단정비조사과정에서신규사업체확보를통:해최초모집단보다최종모집단이증가함-7- 7)표본설계(1)표본설계개요o조사대상에따라최적의표본설계기법을활용함목표구분모집단비고표본광고주1,000200광고집행비상위200개사광고대행사유형매출규모를고려한*1,237400및매체비례할당PC광고43,726,4571,000성연령을고려한비례할당*이용자모바일광고41,314,9911,000성연령을고려한비례할당*이용자(2)광고주표본설계o모집단수집:2015년월6~2016년월년간온라인광고를집행한611,000대광고주※자료제공리서치:ADo별도의통계기법을사용하지않고모집단,1,000개사중상위200개사를기준으로조사를수행함표본대체가필요한경우집행비를기.준으로상위부터순차적으로대체함(3)광고대행사및매체사표본설계o모집단수집:온라인광고대행사렙사및매체사등의모집단을,확보하기위해다음과같은방식을활용함-한국온라인광고협회한국광고협회등유관기관리스트취합,-2012년이후로취합되어온list활용-그외금년도의경우모집단의체계적인파악을위해문화관광부의‘정기간행물둥록대장’상의온라인매체를영위하는사업체를추가하여모집단을구성함o표본설계절차:2015년표본설계가이루어지지않고조사가수행됨에따라자료신뢰성의문제가발생-8- -2016년확보된리스트에대한사전전화조사를통해매출구간및사업체유형을파악하여표본설계시반영-사전전화조사시매출구간및사업체유형이파악이어려운사업체도존재하였기때문에이를고려한표본설계필요o매체사와그외사업체를매출액규모로분리함-매체사모집단현황1천만~1사업1천만원1억~5억5억~1010억억원미파악총계유형미만미만억미만이상미만매체사2182178525769630-매체사외사업체모집단현황50억10억5천5천~1억~5억~~100미총사업~만원1억5억10억100억파합유형50억미만미만미만미만억이상악계미만미만광고4937741023160134451대행사미디어1112115렙사애드21192621네트워크사플랫폼사1616기타7641213859미파악4545o전수층구분-사업유형별전수층구간을별도로구성하여조사에대한신뢰도를높임-9- ․매체사:10억이상(76개사)․광고대행사:50억이상(91개사)․미디어렙사전수:(15개사)․애드네트워크사:50억이상개사(8)․플렛폼사전수:(16개사)o표본층표본설계-전수층206개사를제외한1,031개사를대상으로표본설계를실시함-목표표본은400개표본중전수206개표본을제외한194개사를할당함-1차적으로매체사와그외사업체그룹으로구분하여2194개사를비례할당함-매체사는104개사그외사업체는,90개표본할당실시사업유형총합계전수층표본층비례할당매체사63076554104그외60713047790-사업유형별차할당된표본을기준으로매출액별차표본설계실시12․매체사표본설계표본층전수층사업1천1천-1억-5억-10억총계유형만원1억원5억10억미파악이상미만미만미만미만매체사4140165276180-10- ․매체사외사업체표본설계50억5천10억100미사업5천-1억-5억--100만원-50억파총계유형1억5억10억억미만억이상악미만총계2491622347954220광고대행사1271419316024158미디어렙사1112115애드11112612네트워크사플랫폼사1)1616기타2)111111511미파악88(4)광고이용자표본설계o광고이용자조사는한국인터넷진흥원의「인터넷이용실태조사」의결과를토대로각각인터넷이용자및모바일인터넷이용자수를기초로성연령별비례할당수행/-인터넷광고이용자조사표본할당1)플렛폼사:플랫폼사의경우조사결과애드네트워크사매체사등으로포함되어최종사업체,유형구분에포함되지않음2)기타유형솔루션사:,DB사업체홈페이지개발업체트래킹업체등이포함되어있음,,-11- 남여구분활용인수활용인수표본할당표본할당추정추정계22,610,35051721,116,10748320세미만4,951,0221134,545,50010420대3,485,807803,143,7397230대3,909,439893,753,1128640대4,414,7321014,259,1299750대이상5,849,3501345,414,627124-모바일광고이용자조사표본할당남여구분활용인수활용인수표본할당표본할당추정추정계21,353,35651719,961,63548320세미만4,085,156993,788,5459220대3,443,978833,096,5837530대3,842,978933,689,3098940대4,335,2671054,161,16910150대이상5,645,9771375,226,030126-12- 8)응답자현황o광고주응답응답기업유형기업유형기업수기업수기초재4컴퓨터및정보통신13식품15수송기기1음료및기호식품7가정용품7제약및의료12화학공업3화장품및보건용품11건설·건재및부동산7출판4유통11패션15금융·보험및증권20산업기기2서비스27정밀기기및사무기기1관공서및단체11가정용전기전자1교육및복지후생8합계180개사o온라인광고사업체기업유형응답기업수기업유형응답기업수광고대행사183광고제작사27미디어렙사20매체사106애드네트워크사10기타43)솔루션사7--합계357개사o이용자남성여성구분인터넷모바일인터넷모바일20세미만113991049220대8083727530대8993868940대1011059710150대이상134137124126합계5175174834833)솔루션사:애드테크(adtech)기술을기반으로온라인광고의수익률을높이기위한효과적인플랫폼및솔루션(DSP,SSP,DMP등을제공하는회사임).최초모집단에서는구분되지않았으나조사과정에서솔루션사가확인됨,-13- 제3절주요조사결과1.온라인광고시장규모1)온라인광고시장규모및광고대행업사업체대행비o온라인매체사를기준으로온라인광고시장현황을살펴보면,2015년3조천억원에서매년천억원규모가상승하여522017년에조39천억원규모가될것으로나타남(2016년6.1%성장,2017년6.9%성장)o광고대행업사업체의대행비용을살펴보면,2015년천억규모에서8매년6%플러스성장률을보여2016년천백억원85,2017년천억원9수준으로나타남[그림1-3-1-1]온라인광고시장규모및광고대행업사업체대행비-14- 2.온라인광고사업자및광고주정보1)온라인광고사업자(1)온라인광고담당자현황o사업자별평균담당자는13.8명이며기획업무,(29.6%)비중이가장높음o평균퇴사인원은4.9명주요연차는,0~2년차가가장많음연봉및.복리후생이퇴사의가장큰원인으로꼽음[그림1-3-2-1]온라인광고담당자현황-15- (2)신규입사및2017년채용계획o국내온라인광고사업체의최근년간연평균신규입사인원은35.5명으로퇴사인원대비0.6명더많은것으로나타난반면,2017년신규채용계획인원평균은3.0명으로과거년평균에비해다소적게나타남3[그림1-3-2-2]최근년간연평균신규입사직원수및32017년채용계획-16- (3)재직자교육현황o역량강화교육을실시하는사업체는28.9%로나타났으며역량강화,교육미실시사업체의대표적인사유는`재직인력의충분한역량보유로추가훈련불필요를"꼽음[그림1-3-2-3]1년간재직인력역량강화교육실시여부및미실시사유o교육시일반적으로는각사업체에서필요한직업교육을실시하는것으로생각하고있으나정부주도공공기관을통한직업교육,실시및지원이필요하다는의견도많은비중을차지하고있음[그림1-3-2-4]재직자역량강화교육주체-17- (4)해외진출o해외진출이필요하다매우필요함(+필요함는응답은)29.3%로응답된가운데응답기업이가장경쟁력있는역량으로생각하는역량은마케팅및사업전략수립능력을꼽음`"[그림1-3-2-5해외진출필요여부및역량]o해외진출시경쟁력이있을것으로판단되는대표적인지역으로아시아동북동남지역을꼽았고현재해외(/),지사및사무소를운영하는지역또한아시아동북동남인것으로나타남(/)[그림1-3-2-6]해외진출시경쟁력있는지역및지사지역-18- (5)법제도현황o온라인광고규제로인해불편한적이있는기업은21.8%로나타났고불편했던경험중현행법제도적용및해석의어려움을가장,`"큰애로사항으로꼽음[그림1-3-2-7온라인광고사업운영시적용되는법령및불편함정도]o온라인광고활성화및건전화를위한규제방식으로`사업자중심의자율규제방식으로이루어져야한다는의견이높게나타난가운데정부주도의"법적규제중`민간기관주도의자율규제를제외한나머지법규에서완화가필요하다"는의견이높음[그림1-3-2-8]온라인광고활성화및건전화를위한규제방식및규제의완화강화/-19- 2)온라인광고광고주현황(1)온라인광고유형별활용경험o온라인광고유형별활용경험에대해1~3순위기준검색광고(62.8%)가가장높게나타났으며,그다음으로는배너광고(51.7%),SNS광고(45.0%),바이럴광고(37.8%)등의순으로나타남[그림2-3-2-9]온라인광고유형별활용경험(2)트래킹사활용여부o온라인광고집행을위한트래킹사활용여부에대해서활용함이`"40.0%,`활용하지않음은"60.0%로나타남[그림2-3-2-10온라인광고]집행을위한트래킹사활용여부-20- 3.온라인광고이용행태1)인터넷이용서비스o주로이용하는인터넷서비스로순위기준검색이가장높게나1`"타났으며,1~3순위중복응답또한검색응답이가장높게나타남`"[그림1-3-3-1주로이용하는인터넷서비스]-21- 2)온라인광고전반적인느낌o온라인광고에대한전반적인느낌으로는긍정적이다가`"56.2%,`부정적이다가"43.8%로다소긍정적으로느끼는것으로나타남o온라인광고를긍정적으로생각하는이유로1~2순위기준상품서비`・스정보를쉽게얻을수있어서가"68.6%로가장높게나타났고,온라인광고를부정적으로생각하는이유로1~2순위기준콘텐츠이용을`방해해서가"58.8%로가장높게나타남[그림1-3-3-2]온라인광고전반적느낌-22- 3)온라인광고유형별선호도o선호하는광고유형으로1+2순위기준검색광고가58.1%로가장높게나타났으며그다음으로는배너광고,(41.9%),보상형광고(30.1%)등의순으로나타남[그림1-3-3-3]온라인광고중선호하는광고유형순위(1/1+2순위)4)온라인광고유형별불편도o불편도가가장낮은유형은`보상형광고"가3.1점으로가장낮은불편도를보였으며다음으로는,`검색광고"3.0,배너광고점`"2.8점순으로나타남.반면,동영상광고`"는2.5점으로온라인광고유형중가장불편도가높게나타남[그림1-3-3-4온라인광고유형별불편도]-23- 4.온라인광고효과성분석1)광고매체별효과성(1)광고목적별광고매체충족도광고주()o즉각적인반응`",`브랜드홍보및상품정보안내",`매출연계성등가지"8목적에대한충족도에서광고매체중온라인광고의충족도가가장높게나타남[그림1-3-4-1]광고목적별광고매체충족도(2)광고매체별신뢰도관심도구매영향력이용자//()o광고매체의신뢰도관심도제품,,및서비스구매이용결정영향에/있어서는방송광고에대한긍정적인응답이`"가장높게나타남[그림1-3-4-1]광고매체의신뢰도관심도이용도,,-24- 2)온라인광고유형별적합도(1)사업체o사업체의온라인광고유형별적합도를살펴보면,`검색광고",`배너광고",`동영상광고의적합도비중이높게나타남"[그림1-3-4-2]광고목적별온라인광고유형적합도-25- (2)광고주o광고목적별적합한온라인광고유형은고객관리`",`타겟도달",`즉각적반응",`자유로운광고표현등광고이용자반응과관련된목적에는"`SNS광고로나타났으며",`매출연계",`광고요금적정성등예산과관"련된목적은검색광고가적합하다고나타남`"[그림1-3-4-3]광고목적별온라인광고유형적합도-26- 5.총평o온라인광고산업은타매체에비해매년높은성장세를보이고있음.광고주또한이러한현상을반영하듯해가거듭될수록온라인광고시장규모는매년성장하고있음o온라인광고관련담당자는사업체당13.8명이며매년,4.9명이퇴사하고있는것으로나타남허나매년신규입사자는.,5.5명으로퇴사대비신규입사자인원이많아사업체당평균인원은증가할것으로보임o다만,2017년신규채용계획은조사시점기준3.0명으로평균신규입사자에비해다소적으나이는,2017년퇴사규모에따라변동될가능성이있음o매체별효과성부분에대해이용자와광고주를비교한경우이용자는,아직전통매체인방송광고에대한긍정적인응답이높은반면광고주는`",온라인광고에대한효과성이더높다고판단하는차이점을보임o이는이용자와광고주의광고에대한인식차로판단되는부분으로이용자의경우방송광고에대해불필요시시청하지않을수있다고생각하지만온라인,광고의경우온라인콘텐츠사용을위해서필수적으로시청해야한다는불편함이반영된경우로볼수있음허나.,광고주의관점에서방송광고와온라인광고모두광고비가발생하는가운데광고요금대비전반적인부분에대해온라인광고의효과가높다는인식이있는것으로보임o온라인광고유형중광고목적별적합도에대해서광고주는검색광고와SNS,사업체는검색광고배너광고동영상광고를꼽아다소,,차이를보이고있음o온라인광고활성화를위해서법제도사항에대해사업체측면으로살펴보면,규제방식은사업자중심의자율규제방식을주로활용하는한편정부주도의,법적규제에대해서는완화하는것을바라고있음o이를바탕으로사업자중심의자율규제방식검토및정부주도의법적규제완화방안에대한연구가필요할것으로판단됨-27- 제2장온라인광고산업현황제1절온라인광고비시장규모1.온라인광고산업의개요o매체별광고비구성비율을살펴보면해가지날수록점차,온라인광고의비율이높아지고타매체의비율이낮아지는것으로나타남,o온라인광고산업의행위자는크게광고대행사등광고대행사미디어렙(,사애드네트워크사솔루션사광고제작사등이포함과광고를노출하,,,)는매체사로구분o다만기존광고의집행유형과는다르게광고주가직접매체사에의뢰하,는경우광고대행사와미디어렙사를거치는경우광고대행사가미디렙,,사를거치지않고매체에집행하는경우등경우의수가많기때문에최종광고를집행하는매체사를기준으로수치를산출함2.온라인광고시장규모1)온라인광고시장규모4)(1)온라인매체와온라인광고유형별광고비o온라인매체사를기준으로온라인광고시장현황을살펴보면,2015년3조천억원에서매년천억원규모가상승하여522017년에조39천억원규모가될것으로나타남(2016년6.1%성장,2017년6.9%성장)o온라인매체별광고시장규모를살펴보면인터넷광고매년감소모,,바일광고매년상승할것으로나타남o온라인광고유형별광고시장규모를살펴보면,SA광고의규모가DA광고대비광고규모가큰것으로나타났으나매년성장률은,DA광고의규모가SA광고규모대비높은것으로나타남4)온라인광고시장규모매체사의모집단을기준으로응답표본의가중치를반영하여온라인광고:시장규모를산출함-28- [그림2-1-1-1]온라인매체별유형별온라인광고시장규모/[표2-1-1-1]온라인매체별유형별온라인광고시장규모/(단위억원:,%)매출액성장률구분2015년2016년2017년2016년2017년전체35,03437,18539,7476.16.9인터넷21,51519,32519,349-10.20.1광고매체별모바일13,51817,86020,39732.114.2SA20,25821,54222,4826.34.4광고유형별DA12,91313,95215,6328.012.0기타1,8631,6911,632-9.2-3.5SA13,91112,10312,222-13.01.0인터넷DA7,6047,2237,127-5.0-1.3광고매체*SA6,3479,43910,26048.78.7광고유형모바일DA5,3086,7308,50526.826.4기타1,8631,6911,632-9.2-3.5-29- (2)광고대행업사업체대행사렙사애드네트워크사등대행비(,,)o광고대행업사업체의대행비용을살펴보면,2015년천억규모에서8매년6%플러스성장률을보여2016년천백억원85,2017년천억원9수준으로나타남[그림2-1-1-2]광고대행업사업체대행비[표2-1-1-2]광고대행업사업체대행비(단위억원:,%)광고대행업사업체성장률대행비용집계5)**구분2015년2016년2017년2016년2017년소계8,0198,4999,0476.06.4*광고대행업인터넷6,0486,1496,3481.73.2사업체6)모바일1,9712,3502,69819.214.8*광고대행업사업체광고대행사미디어렙사애드네트워크사솔루션:,,,사광고제작사등의수수료금액을산정하여집계한내용,**광고대행업사업체대행비용집계치대행수수료광고제작비운:,,영비개발비등이포함,5)광고대행업사업체의대행비집계산정방법:광고대행업사업체의모집단을기준으로응답표본의가중값을반영하여광고대행업사업체의대행비를산출함(산출식광고대행업사업체대행비용전체매출액인터넷모바일광고비율인터넷모바일광고)=×/×/수수료비율가중치×6)상기의금액은개별조사된데이터의수수료율을토대로산정한집계치로써매체집행전과정에존재하는대행료의추정치를의미하며개별사업체의평균수수료율과는동일한개념으로,비교할수없음-30- 제2절온라인광고사업자현황1.사업자정보o국내온라인광고사업체의응답중기업형태별로는법인사업체79.6%,사업체국적별로는대한민국97.2%,종사자수별로는인이4하25.5%,업종별로는광고대행사51.3%로가장많음[표2-2-1-1]사업자정보구분비중구분비중개인사업체20.4기업광고대행사51.3형태법인사업체79.6대한민국97.2미디어렙사5.6사업체미국1.1국적일본0.6에드네트워크사2.8기타1.14인이하25.5업종솔루션사2.05-9인21.010-29인22.4광고제작사7.6종사자30-49인10.1수매체사29.750-99인11.8100-299인5.9기타1.1300인이상3.4-31- 2.온라인광고유형별시장규모1)온라인매체와온라인광고유형별광고비비중o국내온라인광고사업체의광고유형별취급액을매체별로살펴보면,인터넷광고비중은감소하는반면모바일광고비중은증가하는것으로나타남유형별로는.해가지날수록SA광고비중이감소하고,DA광고비중이높아지는것으로나타남[그림2-2-2-1]온라인매체와온라인광고유형별광고비비중o2015년~2017년온라인광고매체별성장률을살펴보면인터넷의경,우는매년마이너스성장률(2016년-2.5%,2017년-1.8%)을보이는반면,모바일의경우는매년플러스성장률(2016년6.1%,2017년4.6%)을보이고있음o2015년~2017년온라인광고매체별성장률을살펴보면인터넷의경,우는매년마이너스성장률(2016년-2.5%,2017년-1.8%)을보이는반면,모바일의경우는매년플러스성장률(2016년6.1%,2017년4.6%)을보이고있음o온라인매체별유형별성장률을살펴보면인터넷의경우는,,DA,SA모두마이너스성장률을보이고있으나,DA대비SA의마이너스성장률이더높은것으로나타남모바일의경우는.DA,SA모두플러스성장률을보이고있는가운데SA대비DA의플러스성장률이더높은것으로나타남-32- [표2-2-2-2온라인매체별광고비비중](단위:%)인터넷모바일기타전체SADA전체SADA구분성성성성성성성비비비비비비비장장장장장장장중중중중중중중률률률률률률률2015년72.2-42.0-30.2-26.4-13.2-13.2-1.4-2016년70.4-2.540.2-4.330.20.028.06.113.84.514.27.61.614.32017년69.1-1.839.3-2.229.8-1.329.34.614.22.915.16.31.60.0※응답자BASE:국내온라인광고사업체357개사[표2-2-2-3온라인광고유형별광고비비중](단위:%)SADA기타구분비중성장률비중성장률비중성장률2015년55.2-43.4-1.4-2016년54.0-2.244.42.31.614.32017년53.5-0.944.91.11.60.0※응답자BASE:국내온라인광고사업체357개사-33- 2)디스플레이광고유형별비중o국내온라인광고사업체의응답을살펴보면,2016년예상온라인광고유형별구성비로이미지형태가74.6%로가장높은비중을차지하였으며그다음으로동영상형태,(20.6%)등의순으로나타남[그림2-2-2-2디스플레이광고]유형별비중o세부사업체유형별로살펴보면전반적으로사업체모두이미지형태,에대한비중이가장높게나타났으나그중미디어렙사는타사업체대비동영상형태에대한구성비가31.2%로가장높게나타남[표2-2-2-4디스플레이광고유형별비중](단위:%)구분사례수동영상형태이미지형태기타전체35720.674.64.8광고대행사18326.368.25.5미디어렙사2031.258.010.8사애드업102.883.913.3네트워크사체솔루션사715.085.00.0유광고제작사2722.073.34.7형매체사10613.485.61.0기타416.750.033.3※응답자BASE:국내온라인광고사업체357개사-34- 3)국내와해외온라인매체광고비비중o국내온라인광고사업체의응답을살펴보면온라인광고취급액을,국내와해외비중으로살펴보면2016년및2017년예상취급액비중이국내에각각91.8%,90.5%로나타남[그림2-2-2-3]국내와해외온라인매체광고비비중o전반적으로모든사업체에서국내취급액비중이높게나타났으나,그중솔루션사의해외비중이2016년15.0%,2017년19.3%로타업체대비높은것으로나타남[표2-2-2-5국내와해외온라인매체광고비비중](단위:%)2016년2017년구분사례수국내해외국내해외전체35791.88.290.59.5광고대행사18388.311.786.513.5미디어렙사2092.87.389.011.0사애드업1097.12.996.33.7네트워크사체솔루션사785.015.080.719.3유광고제작사2794.45.693.56.5형매체사10696.53.596.33.7기타475.025.080.020.0※응답자BASE:국내온라인광고사업체357개사-35- 3.인력현황1)인력현황(1)평균인력수o국내온라인광고사업체의응답을살펴보면,2016년온라인광고담당자수로사업체당평균13.8명이종사하는것으로나타났으며,세부적으로명에서`1"27.2%로가장높은응답을보임[그림2-2-3-1]2016년기준온라인광고담당자수o세부적으로살펴보면,평균온라인광고담당자수로솔루션사가41.7명으로가장많은종사자수를보였으며그다음으로애드네트,워크사(36.4명),미디어렙사(34.6명등의)순으로나타남[표2-2-3-1]2016년기준온라인광고담당자수(단위:%,명)사례10명~31명구분1명2~3명4~5명6~9명평균수30명이상전체35727.222.013.96.817.312.713.8광고대행사18313.219.215.98.627.815.217.1미디어렙사2015.020.010.015.0-40.034.6사애드업1011.1---44.444.436.4네트워크사체솔루션사7-28.6--28.642.941.7유광고제작사2725.940.714.87.43.77.47.1형매체사10654.321.913.33.85.71.03.5기타4-50.025.0-25.0-4.8※응답자BASE:국내온라인광고사업체357개사-36- (2)업무별비중o국내온라인광고사업체의응답을살펴보면온라인광고담당자의,업무별비중으로기획업무가29.6%로가장높게나타났으며그다,음으로운영업무`"(27.0%),`제작업무"(18.4%)등의순으로나타남[그림2-2-3-2]온라인광고담당자업무별비중o세부사업체유형별로살펴보면,기획업무에대해애드네트워크사(38.6%),미디어렙사(31.8%),광고대행사(30.5%)등의순으로높게나타남[표2-2-3-2온라인광고담당자업무별비중](단위:%)기획제작개발운영구분사례수기타업무업무업무업무전체35729.618.417.727.07.3광고대행사18330.519.417.127.55.5미디어렙사2031.812.717.924.413.2사애드업1038.612.321.918.19.1네트워크사체솔루션사718.66.428.135.711.1유광고제작사2728.127.017.624.82.4형매체사10628.717.216.727.79.8기타415.017.537.527.52.5※응답자BASE:국내온라인광고사업체357개사-37- (3)제작외주활용여부o국내온라인광고사업체의응답을살펴보면사업체에제작업무인,력이없을경우광고제작업무를외주사에활용한다는응답이`"70.6%로나타났으며,`활용하지않는다는"29.4%로나타남[그림2-2-3-3]제작업무인력이없는경우외주사활용여부o세부사업체별로살펴보면전반적으로외주를활용한다는응답이`"`활용하지않는다는"응답보다높게나타남[표2-2-3-3제작업무인력이없는경우외주사활용여부](단위:%)구분사례수예아니오전체8570.629.4광고대행사3268.831.3미디어렙사666.733.3애드네트워크사250.050.0사업체솔루션사366.733.3유형광고제작사475.025.0매체사3672.227.8기타2100.00.0※응답자BASE:국내온라인광고사업체357개사-38- 2)퇴사현황(1)평균퇴사자수o국내온라인광고사업체의응답을살펴보면,최근년간연평균퇴사3직원수는평균4.9명으로나타났으며,`2~3"명명이29.8%로가장높은비중을차지함[그림2-2-3-4]최근년간전체직원중연평균퇴사직원수3o사업체유형별로살펴보면연평균퇴직직원수로미디어렙사가평균,8.4명으로가장많은퇴직인원을보였으며그다음으로애드네트워,크사(7.3),명광고대행사(5.6명등의순으로)나타남[표2-2-3-4최근년간전체직원중연평균퇴사직원수]3(단위:%,명)사례2명~34명~56명~910명구분0명1명평균수명명명이상전체35722.416.529.812.44.714.34.9광고대행사18314.114.836.212.85.416.85.6미디어렙사2010.020.015.020.010.025.08.4사애드업10-20.020.010.030.020.07.3네트워크사체솔루션사7-14.314.342.9-28.65.3유광고제작사2737.014.822.211.13.711.15.1형매체사10637.119.026.78.61.07.63.0기타4--50.025.0-25.05.3※응답자BASE:국내온라인광고사업체357개사-39- (2)연차별퇴사자비중o국내온라인광고사업체의응답을살펴보면,퇴사자의주요연차는`0~2년차가"52.6%로절반가량의비중을차지하였으며그다음으로,`3~5년차"(31.7%),`5~10년차"(11.7%)등의순으로연차가낮을수록퇴사비중,이높은것으로나타남[그림2-2-3-5퇴사하는주요연차]o사업체유형별로살펴보면전반적으로,`0~2년차퇴직자비중이높은것"으로나타나며그중,미디어렙사와애드네트워크사솔루션사는,`3~5년차비중과비슷한것으로나타남"[표2-2-3-5퇴사하는주요연차](단위:%)10년차이구분사례수0~2년차3~5년차5~10년차상전체35752.631.711.74.0광고대행사18354.331.111.92.6미디어렙사2045.050.05.0-사애드업1050.040.010.0-네트워크사체솔루션사757.142.9--유광고제작사2759.311.129.6-형매체사10650.931.19.48.5기타425.075.0--※응답자BASE:국내온라인광고사업체357개사-40- (3)퇴사이유o국내온라인광고사업체의응답을살펴보면,퇴직자의주된퇴직사유로순위와11+2순위모두연봉및복리후생이28.3%,41.5%로가장높게나타남[그림2-2-3-6]퇴사하는주된사유o사업체유형별로살펴보면업계에대한회의감에대한응답이,1+2순위기준솔루션사에서57.1%로타사업체대비가장높게나타남.또한연봉및복리후생에대한`"1+2순위기준으로미디어렙사(75.0%)가타사업체대비가장높게나타남-41- [표2-2-3-6퇴사하는주된사유](단위:%)광고주및연봉및사적성문제타기업의복리후생구분례스카웃수1~2순1~2순1~2순1순위1순위1순위위위위전체35728.341.518.536.617.522.8광고대행사18330.544.420.543.715.921.9미디어렙사2035.075.05.035.045.050.0애드1010.030.050.050.020.030.0네트워크사사업체유형솔루션사7-57.142.942.914.314.3광고제작사2744.448.111.133.37.414.8매체사10622.628.315.125.517.921.7기타450.075.025.050.0-업계에업무관련사기타대한회의감교육미비구분례1~2순1~2순1~2순수1순위1순위1순위위위위전체35710.517.82.24.923.125.5광고대행사18312.622.53.36.617.219.2미디어렙사2010.020.05.05.0--애드1020.030.0-10.0--네트워크사사업체유형솔루션사742.957.1---14.3광고제작사277.418.5--29.633.3매체사1064.76.60.92.838.741.5기타425.025.0-25.0--※응답자BASE:국내온라인광고사업체357개사-42- 3)신규채용현황(1)신규채용인원수o국내온라인광고사업체의응답을살펴보면최근년간연평균신,3규입사직원수는평균5.5명이입사한것으로나타남세.부적으로`2~3"명명에대한비중이24.8%로가장높게나타났으며그다음으로명,`0"(21.7%),`1명"(18.0%)등의순으로나타남[그림2-2-3-7]최근년간연평균신규입사직원수3o세부사업체유형별로살펴보면평균신규입사직원수로애드네트워,크사에서13.2명으로가장많은입사자수를보이며그다음으로미,디어렙사(11.0명),솔루션사(6.3명등의순으로나타남)[표2-2-3-7최근년간연평균신규입사직원수]3(단위:%,명)사례2명~34명~56명~910명구분0명1명평균수명명명이상전체35721.718.024.813.36.515.85.5광고대행사18313.317.326.716.78.018.06.0미디어렙사205.020.010.020.015.030.011.0사애드업10-22.211.122.2-44.413.2네트워크사체솔루션사7-14.314.342.9-28.66.3유광고제작사2737.014.825.93.73.714.85.7형매체사10636.819.826.46.63.86.63.1기타4--25.025.025.025.06.0※응답자BASE:국내온라인광고사업체357개사-43- (2)신규채용계획o국내온라인광고사업체의2017년에신규직원채용계획을살펴보면평균3.0명의신규직원을채용할계획이있는것으로나타남세부.적으로명에대한비중이`0"38.6%로가장높게나타났으며그다음,으로명`2~3명"(19.9%),`1명"(17.1%)등의순으로나타남[그림2-2-3-8]2017년신규직원채용계획o세부사업체유형별로살펴보면,2017년평균신규직원채용계획으로미디어렙사에서평균4.7명을채용할계획으로타사업체대비가장많게나타났으며그다음으로솔루션사(4.0명),애드네트워크사(3.8명)등의순으로나타남[표2-2-3-8]2017년신규직원채용계획(단위:%,명)사례2명~34명~56명~910명구분0명1명평균수명명명이상전체35738.617.119.913.42.28.73.0광고대행사18334.515.519.620.31.48.83.4미디어렙사2020.020.020.010.010.020.04.7사애드업1033.311.111.111.122.211.13.8네트워크사체솔루션사714.314.314.342.9-14.34.0유광고제작사2737.029.625.9--7.41.6형매체사10650.917.019.85.70.95.72.1기타425.0-25.025.0-25.04.5※응답자BASE:국내온라인광고사업체357개사-44- (3)신규채용분야o국내온라인광고사업체의응답을살펴보면,신규직원채용시채용분야에대한비중으로기타운영등에대한응답이()35.2%로가장높게나타났으며그다음으로기획업무,(31.4%),제작업무(17.5%)등의순으로나타남[그림2-2-3-9신규직원채용분야비중]o사업체유형별로살펴보면전반적으로기획업무에대한비중이가장높게나타났으나그중솔루션사의경우개발업무(38.3%)의비중이가장높은것으로나타남[표2-2-3-9신규직원채용분야비중](단위:%)구분사례수기획업무제작업무개발업무기타전체35731.417.516.035.2광고대행사18336.417.811.734.1미디어렙사2036.616.614.832.1사애드업1032.610.028.728.7네트워크사체솔루션사729.25.838.326.7유광고제작사2728.222.627.122.1형매체사10622.218.614.544.7기타413.33.356.726.7※응답자BASE:국내온라인광고사업체357개사-45- 4.재직자교육현황1)교육실시(1)실시여부o국내온라인광고사업체의응답을살펴보면,1년간재직인력에대한역량을강화하기위한교육을실시했다라는응답이`"28.9%로나타났으며,`실시하지않았다는"71.1%로나타남[그림2-2-4-1]1년간재직인력역량강화교육실시여부o사업체유형별로살펴보면전반적으로교육을실시하지않은비중,이높게나타났으나그중광고제작사의경우실시(44.4%)와미실시(55.6%)비중이비슷한것으로나타남[표2-2-4-1]1년간재직인력역량강화교육실시여부(단위:%)구분사례수실시미실시전체35728.971.1광고대행사18327.372.7사미디어렙사2040.060.0업애드네트워크사1030.070.0체솔루션사714.385.7유광고제작사2744.455.6형매체사10627.472.6기타40.0100.0※응답자BASE:국내온라인광고사업체357개사-46- (2)향후교육실시계획o국내온라인광고사업체의응답을살펴보면,향후재직인력에대한역량강화교육을실시할계획이있다는응답이`"31.1%로나타났으며`실시할계획이없다는응답이"68.9%로나타남[그림2-2-4-2향후재직인력]역량강화교육실시계획[표2-2-4-2향후재직인력역량강화교육실시계획](단위:%)구분사례수실시미실시전체10331.168.9광고대행사5040.060.0미디어렙사825.075.0애드네트워크사3-100.0사업체솔루션사1100.0-유형광고제작사1225.075.0매체사2920.779.3기타---※응답자BASE:1년간역량강화교육을실시한사업체103개사-47- (3)미실시이유o국내온라인광고사업체의응답을살펴보면재직자대상역량강화,교육을실시하지않는이유로1+2순위기준교육시간비용의`,부족"이64.8%로가장높게나타났으며그다음으로재직인력의충분한,`역량보유로추가훈련이불필요"(59.2%)등의순으로나타남[그림2-2-4-3]재직자역량강화교육미실시사유-48- [표2-2-4-3재직자역량강화교육미실시사유](단위:%)재직인력의교육을위한교육을위한교육을위한충분한역량사시간비용의,전문기관의강사확보의보유로추가구분례부족부재어려움훈련불필요수1~2순1~2순1~2순1~2순1순위1순위1순위1순위위위위위전체7152.159.236.664.82.87.04.218.3광고대행사3036.750.053.383.3-6.710.026.7미디어렙사650.050.050.083.3---50.0사애드업333.333.3-66.7----네트워크사체솔루션사---　------유광고제작사988.988.911.155.6---11.1형매체사2360.965.226.139.18.713.0-4.3기타---------외부에서충분한사역량을지닌인력타회사에대한기타구분례을선발할수있어인력유출의우려수서1순위1~2순위1순위1~2순위1순위1~2순위전체712.87.0-4.21.41.4광고대행사30-3.3-10.0--미디어렙사6-----사애드업366.7100.0----네트워크사체솔루션사-------유광고제작사9------형매체사23-4.3--4.34.3기타-------※응답자BASE:1년간역량강화교육을실시한사업체103개사중향후교육실사할계획이있는71개사-49- 2)인력양성필요성(1)업무별역량강화필요정도o사업체의경쟁력을강화하기위한재직인력의업무별역량향성필요정도로콘텐츠제작점평균5역량이2.78점으로필요한정도가가장높은것으로나타났으며,그다음으로프로그래밍기술역량(2.80점),매체기획역량(2.84점등의순으로나타남)[그림2-2-4-4경쟁력강화를위한재직인력업무별역량향상필요정도][표2-2-4-4경쟁력강화를위한재직인력업무별역량향상필요정도](단위점:)크리에마케팅매체콘텐츠프로그이티브구분사례수조사기획제작래밍기기타기획역량역량역량술역량역량전체3573.02.82.92.82.82.8광고대행사1833.02.93.12.82.82.9미디어렙사203.03.62.63.13.03.2사애드업102.72.62.62.22.72.5네트워크사체솔루션사72.93.12.72.32.93.6유광고제작사272.92.43.02.72.72.7형매체사1062.82.82.82.72.82.6기타43.82.83.03.33.32.5※응답자BASE:국내온라인광고사업체357개사-50- (2)재직자역량강화교육주체o국내온라인광고사업체의응답을살펴보면재직자역량강화를위,한교육주체시가장필요한것으로1+2순위기준각사업체에서`필요한직업교육실시가"63.4%로가장높게나타났으며그다음으,로정부주도공공기관을통한직업교육실시및지원`"(45.2%)등의순으로나타남[그림2-2-4-5]재직자역량강화교육주체o전반적으로사업체에필요한직업교육실시에대한응답이높게나타났으나그중애드,네트워크사의경우재직자스스로선별적교`육참여에대한비중이"60.0%로가장높게나타남-51- [표2-2-4-5재직자역량강화교육주체](단위:%)정부주도사업체에서재직자스스로공공기관을통사필요한선별적한직업교육구분례직업교육실시교육참여실시및지원수1~2순1~2순1~2순1순위1순위1순위위위위전체35745.263.428.045.213.833.8광고대행사18339.160.331.143.711.330.5미디어렙사2045.060.045.050.0-35.0사애드네트워크사1010.030.040.050.030.060.0업체솔루션사728.685.728.657.128.642.9유광고제작사2740.751.937.070.418.518.5형매체사10658.571.717.939.616.038.7기타475.0100.0-25.025.050.0재직자민간교육기관사직업교육기타활성화구분례전문기관설립수1~2순1~2순1~2순1순위1순위1순위위위위전체3579.225.83.113.20.60.6광고대행사18313.231.14.614.60.70.7미디어렙사2010.050.0-5.0--사애드네트워크사1010.010.010.050.0--업체솔루션사714.314.3----유광고제작사273.725.9-18.5--형매체사1064.717.01.99.40.90.9기타4------※응답자BASE:국내온라인광고사업체357개사-52- (3)온라인광고분야전문인력양성을위한중요사항o국내온라인광고사업체의응답을살펴보면온,라인광고분야전문인력을양성하기위한중요사항으로트렌드를반영한온라인`광고전문교육과정확대가"1+2순위기준83.4%로가장높게나타났으며그다음으로실무중심교육확대,`"(70.2%),`온라인광고전문교재발간"(16.9%)등의순으로나타남[그림2-2-4-6온라인광고분야전문인력양성을위한중요사항]o세부사업체유형별로살펴보면모든업체에서최신트렌드를반영`한온라인광고전문교육과정확대가가장중요한것으로나타남"-53- [표2-2-4-6온라인광고분야전문인력양성을위한중요사항](단위:%)트렌드를반영한사실무중심교육확대온라인광고전문교육구분례(대학과업계연계등)과정확대수1순위1~2순위1순위1~2순위전체35760.683.427.170.2광고대행사18366.285.422.568.9미디어렙사2060.095.025.075.0사애드네트워크사1080.0100.020.0100.0업체솔루션사785.7100.014.357.1유광고제작사2763.081.525.970.4형매체사10649.176.434.968.9기타450.075.050.075.0온라인광고온라인광고사기타전문교재발간전문강사양성구분례1~2순1~2순1~2순수1순위1순위1순위위위위전체3578.316.93.112.00.91.2광고대행사1836.614.64.014.60.70.7미디어렙사2010.020.05.010.0--사애드네트워크사10------업체솔루션사7-28.6----유광고제작사277.414.83.711.1-3.7형매체사10612.321.71.911.31.91.9기타4------※응답자BASE:국내온라인광고사업체357개사-54- 5.해외진출현황1)해외지사및사무소현황o국내온라인광고사업체의해외지사및사무소운영여부를살펴보면`그렇다의응답은"7.3%에불과했으며이응답자,들을대상으로해외지사지역을조사한결과,1~3순위기준동북아시아가65.4%로가장높게나타남그다음으로는동남아시아가.61.5%,미주가30.8%등의순으로나타남[그림2-2-5-1해외지사및사무소운영여부및해외지사지역]o사업체유형별로살펴보면해외지사및사무소를운영하고있는사업체중가장비중이높은사업체는솔루션사로그렇다의응답비`"율이28.6%로나타남[표2-2-5-1해외지사및사무소운영여부](단위:%)구분사례수그렇다그렇지않다전체3577.392.7광고대행사1838.291.8미디어렙사2015.085.0애드네트워크사1020.080.0사업체솔루션사728.671.4유형광고제작사273.796.3매체사1061.998.1기타425.075.0※응답자BASE:국내온라인광고사업체357개사-55- o국내온라인광고사업체의해외지사지역을사업체유형별로살펴보면,1~3순위기준광고제작사와매체사의해외지사지역이동북아시아에서100.0%의비율로나타나동북아시아에만해외지사가집중된것으로나타났으며타유형에비해높은수준임,[표2-2-5-2해외지사지역](단위:%)사동북아시아동남아시아구분례1순위1~3순위1순위1~3순위수전체2650.065.430.861.5광고대행사1566.773.326.753.3미디어렙사333.333.333.366.7사업애드네트워크사2-50.050.0100.0체솔루션사250.050.050.0100.0유광고제작사1100.0100.0--형매체사2-100.050.0100.0기타1----사미주유럽기타구분례1~3순1~3순1~3순1순위1순위1순위수위위위전체267.730.87.711.53.83.8광고대행사15-20.06.713.3--미디어렙사3-33.333.333.3--사업애드네트워크사250.050.0----체솔루션사2-50.0----유광고제작사1------형매체사250.0100.0----기타1----100.0100.0※응답자BASE:국내온라인광고사업체357개사중해외지사및사무소운영26개사-56- 2)해외진출필요성o사업체유형별로살펴보면미디어렙사와솔루션사의경우에는해외,진출이필요하다는응답이각각55.0%,57.2%(매우필요함필요함+)으로해외진출필요성을느끼는것으로나타남[그림2-2-5-2해외진출필요여부][표2-2-5-3해외진출필요여부](단위:%,점)전혀필요매우보통필요구분사례수필요함하지평균필요함이다하지않음않음전체3576.223.15.229.835.71.9광고대행사1835.327.27.928.531.11.9미디어렙사2010.045.010.015.020.02.2사애드업1020.020.030.030.02.3네트워크사체솔루션사742.914.314.328.63.0유광고제작사2718.57.425.948.11.6형매체사1063.813.2.937.744.31.7기타425.075.02.8※응답자BASE:국내온라인광고사업체357개사-57- 3)해외진출시경쟁력있는역량o국내온라인광고사업체의해외진출시경쟁력있는역량을살펴보면,`마케팅및사업전략수립능력응답이"45.5%로가장높게나타났고다음으로는동영상및콘텐츠등의제작능력,`"(17.9%),`광고타겟분석능력"(17.0%)순으로나타남[그림2-2-5-3]해외진출시경쟁력있는역량o사업체유형별로살펴보면,`에트네트워크사는프로그램기술력(AD-tech)"(75.0%),`광고제작사는광고타겟분석능력"(42.9%)이가장경쟁력있는역량인것으로나타났고그외타사업체,유형은마케팅및사업전`략수집능력이가장경쟁력있는역량인것으로나타남"-58- [표2-2-5-4해외진출시경쟁력있는역량](단위:%)동영상마케팅프로및광고및사업그램콘텐츠타겟구분사례수전략기술력기타등의분석수립(AD-tec제작능력능력h)능력전체11245.517.917.016.13.6광고대행사6150.821.314.88.24.9미디어렙사1353.87.715.423.1-사애드425.0--75.0-업네트워크사체솔루션사450.0--50.0-유형광고제작사714.328.642.914.3-매체사1942.115.821.115.85.3기타425.025.025.025.0-※응답자BASE:해외진출이‘필요하다매우필요(+필요+보통)’112개사-59- 4)해외진출시경쟁력있는지역o국내온라인광고사업체의해외진출시경쟁력있는지역을살펴보면,1~3순위기준동남아시아(76.8%)가가장높았고그다음으로는,동북아시아(69.6%),미주(44.6%)등의순으로나타남[그림2-2-5-4]해외진출시경쟁력있는지역o사업체유형별로살펴보면1~3순위기준동남아시아의비율이가장높은사업체는미디어렙사로92.3%로나타남.1순위기준으로는솔루션사가75.0%로가장높게나타남-60- [표2-2-5-5해외진출시경쟁력있는지역](단위:%)사동남아시아동북아시아미주구분례1~3순1~3순1~3순1순위1순위1순위수위위위전체11238.476.847.369.68.944.6광고대행사6137.778.752.572.18.242.6미디어렙사1338.592.353.884.6-46.2사애드450.075.050.075.0-75.0업네트워크사체솔루션사475.075.025.075.0-75.0유형광고제작사757.171.428.685.7-14.3매체사1921.157.942.152.621.147.4기타450.0100.025.025.025.050.0사유럽남미오세아니아기타구분례1순1~31순1~31순1~31순1~3수위순위위순위위순위위순위전체1123.620.50.98.9-0.90.91.8광고대행사61-14.81.64.9---1.6미디어렙사137.730.8-23.1----사애드4-25.0------업네트워크사체솔루션사4---25.0----유형광고제작사7-14.3-14.3--14.314.3매체사1915.836.8-10.5----기타4-25.0---25.0--※응답자BASE:해외진출이‘필요하다매우필요(+필요+보통)’112개사-61- 5)해외진출시가장필요한부분o국내온라인광고사업체의해외진출을위해가장필요한부분을살펴보면,1~2순위기준현지네트워크및파트너`정보가"72.3%로가장높게나타났으며그다음으로는현지광고시장및산업자료제공이`"53.6%로높게나타남[그림2-2-5-5해외진출을위해가장필요한부분]o사업체유형별로살펴보면현지네트워크및파트너정보를가장`"중요시하는사업체는1~2순위기준솔루션사로100.0%로나타남또.한현지광고시장및산업자료제공을가장중요시하는사업체도`"솔루션사로1~3순위기준100.0%로나타남-62- [표2-2-5-6해외진출을위해가장필요한부분](단위:%)현지네트워크및현지광고시장및사파트너정보산업자료제공구분례수1순위1~2순위1순위1~2순위전체11244.672.333.053.6광고대행사6147.572.134.452.5미디어렙사1361.584.623.161.5사애드네트워크사450.075.050.050.0업체솔루션사450.0100.050.0100.0유광고제작사728.671.428.628.6형매체사1931.663.231.652.6기타425.050.025.050.0국내기업과의현지박람회사동반진출등기타기회확대행사참여지원구분례수1~2순1~2순1~2순1순위1순위1순위위위위전체11211.633.98.919.61.81.8광고대행사6111.537.74.914.81.61.6미디어렙사137.738.57.715.4--사애드네트워크사4-50.0-25.0--업체솔루션사4------유광고제작사714.328.628.642.9--형매체사1915.821.115.831.65.35.3기타425.050.025.025.0--※응답자BASE:해외진출이‘필요하다매우필요(+필요+보통)’112개사-63- 6.법제도현황1)법령별적용정도o국내온라인광고사업체의온라인광고사업운영시적용되는법령을살펴보면,1~3순위기준정보통신망법이60.6%로가장높게나타났으며그다음으로는표시광고법(54.5%),전자상거래법(51.4%),청소년보호법(25.8%)등의순으로나타남[그림2-2-6-1온라인광고사업운영시적용되는법령]o사업체유형별로살펴보면1~3순위기준정보통신망법이가장많이적용되는사업체는솔루션사로71.4%%로나타나타유형에비해높게나타남또한표시광고법에서는매체사가.56.6%로가장높았고,전자상거래법에서는솔루션사(57.1%),청소년보호법에서는매체사(46.2%),전기통신사업법에서는광고제작사(25.9%)의비율이가장높게나타남-64- [표2-2-6-1온라인광고사업운영시적용되는법령](단위:%)사정보통신망법표시광고법전자상거래법구분례1~3순1~3순1~3순1순위1순위1순위수위위위전체35728.060.636.054.520.051.4광고대행사18329.860.330.552.327.253.6미디어렙사2035.065.035.070.020.060.0사애드1070.080.0-40.020.050.0업네트워크사체솔루션사742.971.414.357.114.357.1유형광고제작사2718.551.948.155.618.555.6매체사10620.859.446.256.611.346.2기타450.075.025.025.0-25.0전기통신사청소년보호법기타개별법사업법구분례1~3순1~3순1~3순수1순위1순위1순위위위위전체3575.525.84.917.55.521.5광고대행사1832.011.33.313.27.329.1미디어렙사2010.035.0-20.0-15사애드10-30.0-20.010.040.0업네트워크사체솔루션사728.628.6-14.3-14.3유형광고제작사273.722.211.125.9-11.1매체사1069.446.27.521.74.712.3기타4----25.050.0※응답자BASE:국내온라인광고사업체357개사-65- 2)법령의불편함정도o국내온라인광고사업체의온라인광고사업운영시적용되는법령의불편함정도를살펴보면표시광고법이점5평균기준2.7점으로나타나상대적으로불편함이적은정도로나타남반면청소년보호법의.경우평균2.5점으로타법령에비해낮은평균으로나타남[그림2-2-6-2온라인광고사업운영시적용되는법령의불편함정도]o사업체유형별로살펴보면표시광고법의점평균이가장낮은사업체,5는애드네트워크사가2.4점으로나타나불편함을가장많이겪고있는것으로나타남.전기통신사업법에서도애드네트워크사(2.4점가)가장낮게나타났으며정보통신망법에서는매체사,(2.5점),전자상거래법에서는광고대행사와매체사(2.5),점청소년보호법에서는애드네트워크사(2.3)으로가장낮게나타남점-66- [표2-2-6-2온라인광고사업운영시적용되는법령의불편함정도](단위점:)전자상전기통신구분사례수표시광고법거래법사업법전체3572.72.52.6광고대행사1832.72.52.5미디어렙사202.82.73.1애드102.42.22.4네트워크사사업체유형솔루션사73.32.92.7광고제작사272.92.62.6매체사1062.62.52.5기타42.82.82.8정보청소년구분사례수기타개별법통신망법보호법전체3572.62.52.6광고대행사1832.62.52.6미디어렙사202.72.72.6애드102.92.32.6네트워크사사업체유형솔루션사72.92.72.9광고제작사272.92.62.6매체사1062.52.42.5기타42.82.83.0※응답자BASE:국내온라인광고사업체357개사-67- 3)규제관련애로사항o국내온라인광고사업체의응답을살펴보면,온라인광고규제로인해사업운영불편을경험한사업체는21.8%로나타났으며,`현행법제도적용및해석의어려움이평균"2.9점으로가장애로사항이적은것으로나타났으며,`법적용형평성이"2.6점으로애로사항이가장큰것으로나타남[그림2-2-6-3온라인광고규제로인해사업운영불편경험및애로사항]o사업체유형별로살펴보면불편을경험한비율이가장높은사업체는기타를제외하고애드네트워크사,(40.0%)로나타났으며매체사의비율이8.5%로가장낮게나타남[표2-2-6-3온라인광고규제로인해사업운영불편경험](단위:%)구분사례수예아니오전체35721.878.2광고대행사18325.274.8미디어렙사2035.065.0애드네트워크사1040.060.0사업체솔루션사714.385.7유형광고제작사2737.063.0매체사1068.591.5기타450.050.0※응답자BASE:국내온라인광고사업체357개사-68- o온라인광고산업의활성화를저해하는법제도를사업체유형별로살펴보면,5점평균점수가가장낮은법적용형평성에서가장낮은점수를나타낸사업체는애드네트워크사(2.3점로나타남)[표2-2-6-4온라인광고산업의활성화를저해하는법제도및애로사항](단위점:)현행법정부의법적용과도한광고관제도적신규법형평성법제도련법구분사례수용및제도(국내vs(중복규소관부해석의추진및해외)제등)처산재어려움강화전체3572.62.72.82.92.8광고1832.52.52.72.72.7대행사미디어202.42.73.43.12.9렙사사애드업102.32.53.03.52.3네트워크사체유솔루션사73.05.05.05.05.0형광고제작사272.82.92.83.23.3매체사1063.23.42.93.02.8기타42.52.02.02.02.0※응답자BASE:국내온라인광고사업체357개사-69- 4)규제방식o국내온라인광고사업체의온라인광고활성화및건전화를위한규제방식을살펴보면사업자중심의자율규제가42.2%로가장높게나타났으며그다음으로는정부주도의자율규제,(23.7%),정부주도의법적규제(19.1%),민간기관주도의자율규제(15.1%)순으로나타남[그림2-2-6-4]온라인광고활성화및건전화를위한규제방식o사업체유형별로살펴보면사업자중심의자율규제의비율이가장높은,사업체는매체사(52.8%)로나타났으며정부주도의자율규제에서는솔루션사(85.7%),정부주도의법적규제에서는광고제작사(37.0%),민간기관주도의자율규제에서는애드네트워크사(50.0%)가가장높게나타남-70- [표2-2-6-5온라인광고활성화및건전화를위한규제방식](단위:%)사업자중정부주도정부주도민간기관구분사례수심의의의주도의자율규제자율규제법적규제자율규제전체35742.223.719.115.1광고대행사18341.126.518.513.9미디어렙사2045.015.020.020.0사애드1030.020.0-50.0업네트워크사체솔루션사714.385.7--유형광고제작사2718.533.337.011.1매체사10652.814.218.914.2기타425.050.0-25.0※응답자BASE:국내온라인광고사업체357개사-71- 5)규제유형별강화완화/o국내온라인광고사업체의온라인광고활성화및건전화를위한각규제유형별규제정도를살펴보면강화해야한다의`"비율이가장높은규제는민간기관주도의자율규제로51.1%로나타남.`완화해야한다"의비율이가장높은규제는정부주도의법적규제(84.0%)로나타남[그림2-2-6-5]온라인광고활성화및건전화를위한규제유형별규제정도o사업체유형별로살펴보면민간기관주도의자율규제의강화를가장희망하는사업체는애드네트워크사(90.0%)로나타났으며정부주도의,법적규제의완화를가장희망하는사업체는매체사기타제외()(89.6%)로나타남-72- [표2-2-6-6온라인광고활성화및건전화를위한규제유형별규제정도](단위점:)민간기관주도의개별포털의자유사례구분자율규제규제수강화완화강화완화전체35751.148.940.359.7광고대행사18354.345.741.158.9미디어렙사2060.040.045.055.0애드네트워크사1090.010.080.020.0사업체솔루션사785.714.342.957.1유형광고제작사2763.037.055.644.4매체사10636.863.231.168.9기타425.075.025.075.0정부주도의정부주도의사례구분자율규제법적규제수강화완화강화완화전체35732.667.416.084.0광고대행사18331.168.917.282.8미디어렙사2020.080.020.080.0애드네트워크사1030.070.020.080.0사업체솔루션사742.957.114.385.7유형광고제작사2755.644.429.670.4매체사10632.167.910.489.6기타4-100.0-100.0※응답자BASE:국내온라인광고사업체357개사-73- 7.기타1)광고활성화를위한필요사항o국내온라인광고사업체의온라인광고활성화를위한필요사항으로1~3순위기준온라인광고기술개발의비율이54.8%로가장높게나타났으며그다음으로는온라인전문인력양성과온라인,광고규제개선(51.7%),이용환경건전화(28.9%)등의순으로높게나타남[그림2-2-7-1온라인광고산업활성화를위해필요한사항]o사업체유형별로살펴보면1~3순위기준온라인광고기술개발지원을가장희망하는사업체는애드네트워크사로90.0%의비율로나타남온라인전문인력양성이가장필요한.사업체는1~3순위기준광고대행사(62.3%)로나타났으며온라인광고규제개선에대해서는솔루션사(71.4%)가가장높게나타남-74- [표2-2-7-1온라인광고산업활성화를위해필요한사항](단위점:)온라인온라인온라인온라인광고광고이용환경전문인력광고규제업계사례기술개발건전화구분양성개선보상체계수지원개선1순1~31순1~31순1~31순1~31순1~3위순위위순위위순위위순위위순위전체35719.154.827.151.716.651.710.528.912.327.7광고대행사18313.247.035.862.314.649.07.921.915.932.5미디어렙사2015.055.015.025.035.065.05.015.015.040.0사애드업1050.090.0-40.020.050.0-20.0--네트워크사체솔루션사714.371.428.657.128.671.4--14.314.3유광고제작사2725.966.711.129.625.955.611.129.614.829.6형매체사10623.659.422.648.113.250.916.043.47.522.6기타425.025.050.050.0-50.025.050.0--※응답자BASE:국내온라인광고사업체357개사[표2-2-7-2온라인광고산업활성화를위해필요한사항](단위점:)온라인온라인광고온라인온라인광고광고관련효과측정광고업계표준개발분쟁조정체계해외진출구분사례수사업해결구축지원1순1~31순1~31순1~31순1~3위순위위순위위순위위순위전체3574.917.83.417.54.013.22.212.0광고대행사1834.017.23.318.53.311.32.09.9미디어렙사205.020.0-35.05.015.05.030.0사애드업10--10.040.020.040.0-20.0네트워크사체솔루션사7---14.314.328.6-42.9유광고제작사277.425.93.711.1-7.4-18.5형매체사1066.618.93.810.43.813.22.87.5기타4-25.0-75.0-25.0--※응답자BASE:국내온라인광고사업체357개사-75- 2)온라인광고이슈o국내온라인광고업계의광고이슈에대해조사한결과1~3순위기준동영상광고가50.8%으로가장높게나타났으며그다음으로는검색광고(47.7%),바이럴광고(25.8%)등의순으로나타남[그림2-2-7-2온라인광고업계의광고이슈]o세부업체별로살펴본결과,1~3순위기준으로동영상광고에서는미디어렙사가60.0%로가장높게나타났으며검색광고에서는매체사,(59.4%),바이럴광고에서는광고대행사(30.5%)가가장높게나타남-76- [표2-2-7-3온라인광고업계의광고이슈](단위:%)검색동영상바이럴(키워드)사례광고광고구분광고수1~3순1~3순1~3순1순위1순위1순위위위위전체35720.050.829.547.79.825.8광고대행사18317.943.729.845.711.330.5미디어렙사2030.060.030.035.0-10.0애드1020.040.0----사업체네트워크사유형솔루션사728.642.9--14.314.3광고제작사277.459.337.059.314.829.6매체사10622.658.533.059.49.424.5기타450.050.0---25.0온라인네이티브배너광고사례PPL광고광고구분수1~3순1~3순1~3순1순위1순위1순위위위위전체3574.921.58.321.26.817.8광고대행사1832.612.64.617.911.323.2미디어렙사20-25.010.025.0-10.0애드10--10.010.020.030.0사업체네트워크사유형솔루션사7----14.328.6광고제작사2711.122.211.118.53.722.2매체사1068.537.713.229.20.98.5기타4-----25.0<계속>-77- [표2-2-7-3]온라인광고업계의광고이슈(단위:%)빅데이터애드테크리타겟팅광고사례광고(SSP,DSP등)구분수1~3순1~3순1~3순1순위1순위1순위위위위전체3575.516.32.89.21.89.2광고대행사1836.618.52.69.32.613.2미디어렙사2010.025.05.020.010.030.0애드1010.030.010.020.0-10.0네트워크사사업체유형솔루션사7-14.314.357.1--광고제작사273.711.1----매체사1063.811.30.93.8-2.8기타4-25.025.050.0--증강현실사례위치기반광고구분광고수1순위1~3순위1순위1~3순위전체3571.87.11.26.5광고대행사1832.09.30.77.3미디어렙사20-5.0--애드10-30.010.020.0네트워크사사업체유형솔루션사7---14.3광고제작사273.73.73.711.1매체사1061.93.80.92.8기타4---25.0※응답자BASE:국내온라인광고사업체357개사-78- 제3절온라인광고주현황1.광고주정보o온라인광고집행광고주의응답중기업형태별로는법인사업체(97.2%),국적별로는대한민국(98.3%),종사자수별로는100-299인(19.4%),업종별로는서비스업종(15.0%)이가장높게나타남[표2-3-1-1광고주정보](단위:%)구분비중구분비중기초재2.2개인사업체2.8기업식품8.3형태법인사업체97.2음료및기호시품3.9제약및의료6.7대한민국98.3국적화장품및보건용품6.1미국1.7출판2.2패션8.34인이하10.6산업기기1.15-9인3.9정밀기기및사무기기0.6가정용전기전자0.610-29인13.3업종컴퓨터및전기통신7.230-49인3.9수송기기0.6종사자가정용품3.950-99인15.0수화학공업1.7100-299인19.4건설건재및부동산/3.9유통6.1300-499인7.2금융보험및증권/11.1500-999인11.7서비스15.0관공서및단체6.11,000인이상15.0교육및복지후생4.4-79- 2.광고매체별광고비구성비중1)광고매체별광고비구성비중o온라인광고의광고비구성비중을살펴보면해가지날수록점차,온라인광고의비율이높아지고타매체의비율이낮아지는것으로나타남,[그림2-3-2-1]광고매체별광고비구성비중[표2-3-2-1광고매체별광고비구성비중](단위:%)기타온라인광고방송광고인쇄광고옥외광고(DM,구분(PC,모바일(TV,케이블(신문잡지,(교통,취업정보,등)등)등)빌보드등)생활정보등)2015년46.023.917.08.83.22016년48.223.416.39.23.02017년49.722.715.48.93.3※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-80- 2)온라인매체와온라인광고유형별집행비중o온라인광고집행광고주의응답을살펴보면,2016년온라인매체별집행비중은인터넷광고(59.4%)가모바일광고(40.6%)보다높게나타남o2016년예상온라인광고유형별구성비로는디스플레이광고(DA)가48.7%로가장높게나타났으며,다음으로검색광고(SA)(45.2%),기타보상형(광고신유형광고등,)(6.1%)의순으로나타남[그림2-3-2-2]온라인매체및광고유형별비중유형별구성비[표2-3-2-2]2016년예상온라인매체유형별구성비중(단위:%)모바일광고인터넷광고구분사례수(휴대폰태블릿,(PC기반)기반)매체별18059.440.6기타디스플레이구분사례수검색광고(SA)(보상형광고,광고(DA)신유형광고등)광고유형별18048.745.26.1※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-81- 3)SNS광고집행비중o온라인광고집행광고주의응답을살펴보면해가지날수록광고집,행중SNS매체광고집행여부에대해서예라고응답한비율이점`"차높아지는것으로나타남[그림2-3-2-3]SNS광고집행비중[표2-3-2-3]SNS광고집행여부및전체광고비대비비중(단위:%)구분사례수예아니오평균2015년18060.639.420.72016년18063.336.721.82017년18066.133.9※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-82- 4)국내와해외온라인매체광고비중o온라인광고집행광고주의응답을살펴보면온라인매체중,2016년국내매체86.8%,2017년국내매체86.5%으로국내매체집행비중은줄어들었으나해외매체의경우,2016년13.2%,2017년13.5%로집행비중이늘어날예정인것으로나타남[그림2-3-2-4]국내와해외온라인매체광고집행비중[표2-3-2-4국내와해외온라인매체광고집행비중]단위:%)2016년2017년구분사례수국내매체해외매체국내매체해외매체전체18086.813.286.513.5※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-83- 3.기타1)온라인광고유형별활용o온라인광고집행광고주의응답을살펴보면온라인광고유형별활용,경험에대해1~3순위기준검색광고(62.8%)가가장높게나타났으며,그다음으로는배너광고(51.7%),SNS광고(45.0%),바이럴광고(37.8%)등의순으로나타남[그림2-3-3-1]온라인광고유형별활용경험[표2-3-3-1온라인광고유형별활용경험](단위:%)바이럴검색광고배너광고SNS광고사례광고구분수11~311~311~311~3순위순위순위순위순위순위순위순위전체18043.362.817.251.717.245.08.337.8동영상네이티브보상형PPL광고기타사례광고광고광고구분수11~311~311~311~311~3순위순위순위순위순위순위순위순위순위순위전체1809.425.01.18.91.74.40.61.11.13.9※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-84- 2)트래킹사7)활용여부o온라인광고집행광고주의응답을살펴보면온라인광고집행을위,한트래킹사활용여부에대해서활용함이`"40.0%,`활용하지않음"은60.0%로나타남[그림2-3-3-2온라인광고]집행을위한트래킹사활용여부[표2-3-3-2온라인광고집행을위한트래킹사활용여부](단위:%)구분사례수활용함활용하지않음전체18040.060.0※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사7)트래킹사:이용자가특정웹또는앱을이용했을때그이용행위를추적하여,광고의성과분석및효율성을측정하는트래킹툴을제공하는업체‘’-85- 3)온라인광고애로사항o온라인광고집행광고주의응답을살펴보면온라인광고집행시어,려움을겪는사항으로는1~3순위기준광고효과검증이어려움(58.9%),광고비용이높음(47.8%)등의순으로나타났으며순위기준1에서두번째로높은항목은광고비용형식등이정립되어있지않`,음"(12.8%)으로나타남[그림2-3-3-3온라인광고집행시어려움을겪는사항][표2-3-3-3온라인광고집행시어려움을겪는사항](단위:%)광고비용/광고효과매체급증에광고비용이높형식등이검증의따른경쟁음정립되어있지구분사례수어려움심화않음11~311~311~311~3순위순위순위순위순위순위순위순위전체18045.658.915.647.87.841.712.831.7광고에대한광고의일부매체의광고효과가규제및매력도가독과점화낮음구분사례수제약이많음낮음11~311~311~311~3순위순위순위순위순위순위순위순위전체1803.925.67.222.86.121.11.110.6※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-86- 제3장온라인광고이용형태제1절응답자정보1.최종학력o인터넷모바일이용자의응답을살펴보면/,최종학력으로는대졸이57.9%로가장높게나타났으며다음으로고졸,(24.1%),중졸(10.3%),대학원졸(7.2%),초졸(0.4%),무학(0.2%)의순으로나타남[그림3-1-1-1최종학력]o성별로는남자는대졸이58.8%로가장높게나타났으며다음으로,고졸(21.2%),중졸(11.0%)등의순으로나타났으며,여자는대졸이56.9%,고졸(27.2%),중졸(9.4%)등의순으로나타남o연령대별로는20대이상연령대에서대졸이가장높은것으로나타남o광고별로는경험자비경험자모두대졸이가장높은것으로나타남,-87- [표3-1-1-1최종학력](단위:%)대학원구분사례수무학초졸중졸고졸대졸졸전체2,0000.20.410.324.157.97.2이용인터넷1,0000.20.410.325.157.36.7경험모바일1,0000.10.410.223.158.57.7남자1,034-0.211.021.258.88.8성별여자9660.30.69.427.256.95.520대미만408-1.747.348.02.9-20대310--1.026.569.43.2연령30대357--0.610.481.08.140대4040.2--13.477.29.250대이상5210.40.21.321.763.313.1검색경험O1,8600.10.410.324.058.17.1광고경험X1400.7-9.325.755.78.6배너경험O1,7580.10.510.523.858.26.9광고경험X2420.4-8.726.455.49.1동영상경험O1,6630.10.411.323.857.27.1광고경험X3370.30.35.025.561.17.7SNS경험O1,3350.10.611.724.355.87.5광고경험X6650.2-7.423.862.16.6보상형경험O1,3100.20.613.724.454.96.3광고경험X6900.1-3.823.663.68.8바이럴경험O1,6270.10.411.123.558.36.6광고경험X3730.30.56.726.556.09.9PPL경험O1,4560.10.511.823.556.87.3광고경험X5440.20.26.125.760.87.0네이티경험O1,3250.20.59.722.960.16.6브광고경험X6750.10.311.326.453.68.3※응답자BASE:인터넷모바일이용자/2,000명-88- 2.통신요금o인터넷모바일이용자의응답을살펴보면/,통신요금으로는5~10만원미만이40.7%,3~5만원미만이40.2%로비슷하게높게나타났으며,다음으로만원미만3(14.5%),10만원이상(4.6%)의순으로나타남[그림3-1-2-1통신요금]o성별로는남자는5~10만원미만이42.2%로가장높게나타났고여,자는3~5만원미만(40.7%)이가장높게나타남o연령대별로는20대미만(53.2%),40대(40.3%),50대이상(44.9%)는3~5만원미만이가장높게나타났으며,20대(53.2%),30대(52.4%)는5~10만원미만이가장높게나타남o광고별로는경험자의경우모든광고별에서3~5만원미만이가장높게나타났으나비경험자의경우에는모든광고유형에서,5~10만원미만이가장높게나타남-89- [표3-1-2-1통신요금](단위:%)3만원3~5만원5~10만원10만원구분사례수미만미만미만이상전체2,00014.540.240.74.6이용인터넷1,00015.338.441.74.6경험모바일1,00013.742.039.74.6남자1,03414.139.742.24.0성별여자96614.940.739.15.320대미만40817.953.228.40.520대3109.429.053.28.4연령30대35711.528.052.48.140대40415.640.338.95.250대이상52116.144.936.32.7검색경험O1,86013.740.241.54.7광고경험X14025.740.030.73.6배너경험O1,75813.840.241.15.0광고경험X24219.840.538.01.7동영상경험O1,66313.740.041.54.9광고경험X33718.741.236.83.3SNS경험O1,33512.039.742.95.4광고경험X66519.541.236.23.0보상형경험O1,31013.338.942.55.3광고경험X69016.842.637.23.3바이럴경험O1,62713.639.042.55.0광고경험X37318.545.633.02.9PPL경험O1,45613.439.342.15.2광고경험X54417.542.636.92.9네이티경험O1,32513.638.442.35.7브광고경험X67516.343.737.52.5※응답자BASE:인터넷모바일이용자/2,000명-90- 3.직업o인터넷모바일이용자의응답을살펴보면/,종사하고있는직업및직종으로는사무종사자가38.1%로가장높게나타났으며다음으로,학생(22.5%),전업주부(11.8%),전문가및관련종사자(8.1%)등의순으로나타남[그림3-1-3-1]직업o성별로는남자는사무종사자(36.1%),학생(23.1%),전문가및관련종사가(9.4%)등의순으로나타났으며여자는사무종사자,(29.9%),전업주부(24.3%),학생(21.7%)등의순으로나타남o연령대별로는대미만의경우학생이가장높게나타났으며20,20대이상에서는사무종사자에근로하는비율이가장높은것으로나타남o광고별로는경험자의경우모든광고별에서사무종사자다음으로학생이많은것으로나타났으나비경험자의경우네이티브광고를제외,한다른광고별에서사무종사자다음으로학생이많은것으로나타남o반면비경험자중네이티브광고의경우모두사무종사자다음으로,학생이많은것으로나타남-91- [표3-1-3-1직업](단위:%)전문서농임기능가및사무비어업원및사관판매관련종스숙련관련구분례리종사종사종종기능수자자사자사사종사자자자자전체2,0003.18.133.15.14.00.52.3이용인터넷1,0003.28.731.64.64.20.62.6경험모바일1,0002.97.434.65.63.70.42.0남자1,0345.09.436.15.44.10.73.7성별여자9660.96.629.94.83.80.30.820대미만408-0.22.00.21.00.20.520대3100.69.037.76.52.91.03.5연령30대3571.77.358.09.02.81.12.840대4045.411.444.83.75.9-2.250대이상5216.011.528.66.56.10.42.7검색경험O1,8603.17.833.45.13.70.52.4광고경험X1402.910.729.35.77.90.70.7배너경험O1,7583.07.834.14.93.50.52.4광고경험X2423.39.526.06.67.40.81.7동영상경험O1,6633.07.934.04.83.10.52.3광고경험X3373.38.628.86.88.00.32.4SNS경험O1,3353.47.634.24.82.90.62.3광고경험X6652.38.930.85.76.00.32.3보상형경험O1,3102.57.332.54.43.30.62.7광고경험X6904.19.634.26.55.20.31.6바이럴경험O1,6273.27.633.75.03.30.62.5광고경험X3732.49.930.65.66.70.31.6PPL경험O1,4563.27.833.44.73.40.62.2광고경험X5442.88.832.26.15.50.22.6네이티경험O1,3253.87.735.15.13.80.52.4브광고경험X6751.58.729.25.24.30.62.1<계속>-92- [표3-1-3-1]직업(단위:%)장치기사계조작단순노전업주무직/구분례및무군인학생부기타수조립직종사자전체2,0001.11.90.111.822.56.7이용인터넷1,0001.61.70.110.823.76.6경험모바일1,0000.62.1-12.721.26.8남자1,0341.53.20.1-23.17.7성별여자9660.60.5-24.321.75.620대미만4080.20.5--91.93.220대3101.91.3-1.023.211.3연령30대3571.42.50.37.8-5.340대4040.51.5-19.30.25.050대이상5211.53.3-24.20.29.0검색경험O1,8601.11.60.111.623.56.3광고경험X1400.76.4-14.38.612.1배너경험O1,7581.11.60.110.923.86.3광고경험X2421.23.7-17.812.49.5동영상경험O1,6631.01.6-10.724.96.2광고경험X3371.53.60.316.910.49.2SNS경험O1,3351.01.30.19.127.05.5광고경험X6651.23.2-17.113.29.0보상형경험O1,3100.91.50.19.528.96.0광고경험X6901.42.8-16.110.18.1바이럴경험O1,6271.11.50.111.224.46.0광고경험X3731.13.8-14.213.99.9PPL경험O1,4561.01.4-9.626.66.2광고경험X5441.53.30.217.511.48.1네이티경험O1,3250.91.6-11.521.76.0브광고경험X6751.52.50.112.323.98.1※응답자BASE:인터넷모바일이용자/2,000명-93- 제2절온라인이용형태1.온라인이용형태1)인터넷이용서비스o인터넷모바일이용자의응답을살펴보면주로이용하는인터넷서/,비스로순위기준검색이가장높게나타났으며1`",1~3순위중복응답또한검색응답이가장높게나타남`"[그림3-2-1-1주로이용하는인터넷서비스]o성별로살펴보면남자가주로사용하는서비스로검색이`"47.8%로가장높게나타났으며다음으로뉴스,(17.6%),메일(10.7%),게임(8.8%)등의순으로나타났으며,여자는검색(47.5%),메일(13.5%),뉴스(10.6%)등의순으로나타남o연령대별로는모든연령대에서검색이가장높게나타났으며`",20~50대이상의경우뉴스메일의비중도높은것으로나타남,.반면,20대미만의경우소셜미디어(19.1%),게임(18.6%)의비중이상대적으로더높은것으로나타남o광고별로는경험비경험자모두검색에대한비율이가장높은것,으로나타남-94- [표3-2-1-1주로이용하는인터넷서비스순위](1/1~3순위)(단위:%)사검색뉴스메일쇼핑구분례11~311~311~311~3수순위순위순위순위순위순위순위순위전체2,00047.775.814.251.312.150.73.629.4이용인터넷1,00051.479.413.351.716.159.43.637.4경험모바일1,00043.972.115.150.88.041.93.621.3남자1,03447.877.917.658.010.749.51.819.0성별여자96647.573.410.644.013.551.95.540.520대미만40839.273.85.431.12.523.02.228.920대31046.169.711.641.68.741.35.531.9연령30대35754.977.017.160.210.152.44.833.940대40450.578.519.161.915.862.14.534.950대이상52148.077.916.958.320.067.82.120.7검색경험O1,86048.076.513.950.912.049.93.530.3광고경험X14042.965.718.656.412.960.04.317.1배너경험O1,75848.276.314.150.511.448.93.429.8광고경험X24243.471.515.356.616.963.25.026.0동영상경험O1,66347.076.114.350.311.748.03.729.5광고경험X33750.774.213.956.113.663.83.328.5SNS경험O1,33547.274.413.348.710.546.13.129.4광고경험X66548.678.515.956.415.259.74.529.3보상형경험O1,31046.975.013.248.28.943.74.031.1광고경험X69049.177.216.157.018.063.82.825.9바이럴경험O1,62749.177.013.550.311.148.63.429.9광고경험X37341.370.517.255.516.459.84.327.1PPL경험O1,45646.375.314.149.310.945.93.430.6광고경험X54451.376.814.556.415.163.44.226.1네이티경험O1,32547.875.414.450.511.548.73.530.3브광고경험X67547.376.413.852.713.054.53.727.6<계속>-95- [표3-2-1-1]주로이용하는인터넷서비스순위(1/1~3순위)(단위:%)소셜사게임카페지도미디어구분례11~311~311~311~3수순위순위순위순위순위순위순위순위전체2,0006.924.86.120.45.916.31.28.8이용인터넷1,0005.421.16.218.81.210.20.13.3경험모바일1,0008.428.45.922.01.27.30.76.2남자1,0345.122.58.827.04.716.20.67.1성별여자9668.827.13.113.47.116.51.910.620대미만40819.149.818.639.79.827.91.29.620대3108.733.26.828.48.419.71.613.9연령30대3572.519.03.120.24.210.41.48.740대4042.714.62.011.92.79.40.75.750대이상5212.511.91.07.35.014.61.27.5검색경험O1,8607.225.46.020.86.116.31.28.5광고경험X1403.615.76.415.02.916.41.411.4배너경험O1,7587.525.96.021.06.116.51.28.8광고경험X2422.916.16.215.74.114.91.28.3동영상경험O1,6637.727.16.321.46.116.41.29.1광고경험X3373.013.15.015.45.015.71.26.8SNS경험O1,3359.130.16.623.06.517.41.19.4광고경험X6652.414.05.015.24.714.11.47.4보상형경험O1,3108.929.27.624.47.118.51.38.9광고경험X6903.016.43.212.83.612.21.08.6바이럴경험O1,6277.226.76.321.66.016.41.28.2광고경험X3735.616.44.815.05.415.81.311.0PPL경험O1,4567.928.07.023.16.717.41.28.7광고경험X5444.216.23.513.13.713.41.18.8네이티경험O1,3257.526.75.521.36.416.01.38.5브광고경험X6755.620.97.118.74.916.91.09.2<계속>-96- [표3-2-1-1]주로이용하는인터넷서비스순위(1/1~3순위)(단위:%)사진주소록캘린더메신저금융기타사편집구분례11~311~311~311~311~311~3수순순순순순순순순순순순순위위위위위위위위위위위위전체2,0000.77.30.86.90.44.80.31.70.21.30.20.9이용인터넷1,0000.22.0-0.7-0.61.87.60.56.60.21.2경험모바일1,0001.212.60.52.70.42.010.025.01.07.10.10.6남자1,0340.65.30.87.70.85.80.42.00.21.50.10.4성별여자9660.89.40.75.9-3.60.11.30.21.00.21.420대미만4080.57.80.51.50.22.9-0.20.21.20.52.520대3100.66.80.62.91.06.8-1.0-1.60.31.3연령30대357-5.91.15.30.32.8-2.20.61.4-0.640대4041.26.20.79.2-4.2-0.7-0.7--50대이상5211.09.00.812.70.66.71.03.60.21.5-0.4검색경험O1,8600.76.90.66.50.34.60.21.20.21.30.21.0광고경험X1400.712.92.912.12.17.11.48.6-1.4--배너경험O1,7580.67.10.66.70.34.70.31.50.11.20.21.0광고경험X2421.79.11.77.90.85.4-3.30.82.1--동영상경험O1,6630.77.20.66.60.34.80.11.30.21.30.21.0광고경험X3370.98.01.58.00.94.70.93.9-1.5-0.3SNS경험O1,3350.67.00.66.10.54.60.21.60.31.30.21.0광고경험X6650.98.01.18.40.25.00.32.0-1.4-0.8보상형경험O1,3100.57.30.85.10.44.90.21.60.11.00.21.1광고경험X6901.27.40.710.10.44.50.41.90.41.9-0.4바이럴경험O1,6270.67.10.66.50.34.20.21.40.21.20.21.0광고경험X3731.18.31.38.30.87.00.33.20.31.9-0.3PPL경험O1,4560.67.20.66.30.54.50.31.40.31.30.21.1광고경험X5440.97.51.18.50.25.50.22.6-1.3-0.4네이티경험O1,3250.47.20.66.70.54.90.31.6-1.10.21.1브광고경험X6751.37.41.07.10.34.40.11.90.61.80.10.4※응답자BASE:인터넷모바일이용자/2,000명-97- 2.온라인광고이용형태1)온라인광고접촉경험o인터넷모바일이용자의응답을살펴보면광고클릭횟수에대해서/,하루1-2회가33.4%로가장높게나타났으며다음으로하루회이,3상(24.2%),일주일1-2회(19.9%),월1-2회(19.1%)등의순으로나타남[그림3-2-2-1광고접촉경험][표3-2-2-1광고클릭횟수](단위:%)사동영보상바이네이검색배너SNSPPL구분례상광형광럴광티브광고광고광고광고수고고고광고전체2,00093.087.983.266.865.581.472.866.3이용인터넷1,00095.889.084.466.263.584.373.465.7경험모바일1,00090.286.881.967.367.578.472.266.8남자1,03491.387.383.066.562.879.671.763.4성별여자96694.888.583.367.068.483.274.069.320대미만40897.192.492.680.186.088.086.562.720대31096.593.287.179.078.787.181.072.3연령30대35793.891.083.864.473.488.077.668.340대40494.688.181.960.656.480.969.869.350대이상52186.078.973.955.343.268.556.261.6※응답자BASE:인터넷모바일이용자/2,000명-98- 2)온라인광고클릭횟수o인터넷모바일이용자의응답을살펴보면/,광고클릭횟수에대해서하루1-2회가33.4%로가장높게나타났으며다음으로하루회이,3상(24.2%),일주일1-2회(19.9%),월1-2회(19.1%)등의순으로나타남[그림3-2-2-2광고클릭횟수]o이용경험별로는인터넷(33.2%),모바일(33.5%)모두하루1-2회가가장높게나타남o성별로는남자(33.4%),여자(33.3%)모두하루1-2회가가장높게나타남o연령대별로는모든연령대에서하루1-2회가가장높게나타났으며,월1-2회의비율이가장높은연령대는40대로나타남o광고별로는경험자비경험자모두모든광고별에서하루,1-2회가가장높게나타남-99- [표3-2-2-2광고클릭횟수](단위:%)하루하루일주일구분사례수월1-2회기타1-2회3회이상1-2회전체2,00033.424.219.919.13.6이용인터넷1,00033.224.321.018.43.1경험모바일1,00033.524.018.719.74.1남자1,03433.424.120.218.83.6성별여자96633.324.219.519.43.620대미만40833.824.521.316.43.920대31034.527.716.519.02.3연령30대35730.528.020.717.63.140대40429.224.517.823.35.250대이상52137.418.821.718.83.3검색경험O1,86033.824.919.918.23.3광고경험X14027.914.319.330.77.9배너경험O1,75833.425.219.918.13.4광고경험X24232.616.519.825.65.4동영상경험O1,66333.725.719.717.43.4광고경험X33731.516.320.527.34.5SNS경험O1,33535.627.719.015.22.5광고경험X66528.917.021.726.85.7보상형경험O1,31035.127.818.216.12.7광고경험X69030.017.222.924.65.2바이럴경험O1,62733.726.219.717.33.1광고경험X37331.615.320.626.55.9PPL경험O1,45634.826.619.315.93.5광고경험X54429.617.621.327.63.9네이티경험O1,32535.426.219.216.52.7브광고경험X67529.320.121.224.05.3※응답자BASE:인터넷모바일이용자/2,000명-100- 제3절온라인광고에대한인식및태도1.온라인광고에대한전반적인느낌o인터넷모바일이용자의응답을살펴보면온라인광고에대한전반적/,인느낌으로는긍정적이다가`"56.2%,`부정적이다가"43.8%로다소긍정적으로느끼는것으로나타남[그림3-3-1-1온라인광고에]대한전반적인느낌o성별로는남자(56.0%)와여자(56.4%)모두긍정적응답이높게나타남`"o연령대별긍정비율이30대(62.7%),20대(61.6%),40대(54.2%),50대미만(53.6%),20대미만(51.7%)의순으로나타났으며모든연령대에서,온라인광고에대해긍정적인것으로나타남o광고별로는경험자의경우모든광고에서긍정적인느낌이높은것으로나타났으나,비경험자의경우검색광고(52.9%),SNS광고(51.6%),바이럴광고(50.9%)는부정적인응답이긍정비율보다높은것으로나타남-101- [표3-3-1-1온라인광고에대한전반적인느낌](단위:%)구분사례수긍정적부정적전체2,00056.243.8인터넷1,00058.241.8이용경험모바일1,00054.245.8남자1,03456.044.0성별여자96656.443.620대미만40851.748.320대31061.638.4연령30대35762.737.340대40454.245.850대이상52153.646.4경험O1,86056.943.1검색광고경험X14047.152.9경험O1,75856.943.1배너광고경험X24251.248.8경험O1,66357.043.0동영상광고경험X33752.247.8경험O1,33560.139.9SNS광고경험X66548.451.6경험O1,31059.240.8보상형광고경험X69050.449.6경험O1,62757.842.2바이럴광고경험X37349.150.9경험O1,45658.441.6PPL광고경험X54450.449.6네이티브경험O1,32557.742.3광고경험X67553.346.7※응답자BASE:인터넷모바일이용자/2,000명-102- 1)긍정이유o인터넷모바일이용자의응답을살펴보면/,온라인광고를긍정적으로생각하는이유로1~2순위기준상품서비스정보를쉽게얻을수있`・어서가"68.6%로가장높게나타남[그림3-3-1-2온라인광고를긍정적으로생각하는이유]o성별로살펴보면남자의경우1~2순위기준상품`・서비스정보를쉽게얻을수있어서"(65.5%),`색다른디자인과광고내용이흥미로워서"(40.1%),`온라인콘텐츠를무료로이용할수있게해줘서"(38.3%)등의순으로나타났으며,여자는상품`・서비스정보를쉽게얻을수있어서"(71.9%),`혜택을주는쿠폰할인등을제공해서・"(33.9%),`색다른디자인과광고내용이흥미로워서"(33.2%)등의순으로나타남o연령대별로는모든연령대에서상품`・서비스정보를쉽게얻을수있어서가가장높게나타났으며",`색다른디자인과광고내용이흥미로워서에대해서는"20대미만(37.4%)과30대(48.7%)가장높은응답을보임o광고별로는경험자와비경험자모두상품`・서비스정보를쉽게얻을수있어서가가장높게나타남"-103- [표3-3-1-2온라인광고를긍정적으로생각하는이유순위](1/1+2순위)(단위:%)온라인상품・서비스색다른콘텐츠를정보를쉽게디자인과사무료로얻을수광고내용이구분례이용할수있어서흥미로워서수있게해줘서11+211+211+2순위순위순위순위순위순위전체1,12453.068.616.136.715.835.7인터넷58254.869.615.635.215.336.1이용경험모바일54251.167.516.638.416.435.2남자57949.665.517.140.118.538.3성별여자54556.771.915.033.213.032.820대미만21158.873.912.837.411.425.120대19152.466.016.836.614.741.4연령30대22445.159.423.748.717.937.940대21950.268.915.536.119.236.150대이상27957.773.512.527.215.837.6검색경험O1,05853.968.915.836.615.335.6광고경험X6639.463.621.239.424.236.4배너경험O1,00053.469.116.537.415.735.7광고경험X12450.064.512.931.516.935.5동영상경험O94854.169.616.636.416.037.0광고경험X17647.263.113.638.614.828.4SNS경험O80254.070.217.637.915.336.4광고경험X32250.664.612.433.917.133.9보상형경험O77653.767.916.138.015.233.6광고경험X34851.470.116.133.917.240.2바이럴경험O94154.969.916.437.115.635.7광고경험X18343.261.714.835.016.935.5PPL경험O85053.268.616.837.415.534.8광고경험X27452.668.613.934.716.838.3네이티브경험O76453.067.816.438.617.137.0광고경험X36053.170.315.632.813.132.8<계속>-104- [표3-3-1-2]온라인광고를긍정적으로생각하는이유순위(1/1+2순위)(단위:%)혜택을광고를개인주는클릭함으로맞춤형사쿠폰・할인써구매를기타정보를구분례등을쉽게할수제공해서수제공해서있어서11+211+211+211+2순위순위순위순위순위순위순위순위전체1,1249.331.73.621.11.75.20.41.1이용인터넷5828.830.13.423.01.95.00.21.0경험모바일54210.033.43.719.01.55.40.71.1남자5798.829.53.819.01.66.20.71.4성별여자5459.933.93.323.31.84.00.20.720대미만2119.028.93.821.32.89.01.44.320대19113.134.61.617.31.03.70.50.5연령30대2248.932.63.119.21.32.2--40대2199.133.35.521.50.54.1--50대이상2797.529.73.624.72.56.50.40.7검색경험O1,0589.431.83.620.91.65.10.51.1광고경험X669.130.33.024.23.06.1--배너경험O1,0008.931.33.520.61.54.70.51.2광고경험X12412.934.74.025.03.28.9--동영상경험O9488.330.23.020.91.64.90.41.1광고경험X17614.839.86.822.22.36.80.61.1SNS경험O8027.928.63.421.11.24.60.61.2광고경험X32213.039.44.021.12.86.5-0.6보상형경험O7769.733.43.421.31.74.80.31.0광고경험X3488.627.94.020.71.76.00.91.1바이럴경험O9417.931.23.220.31.54.50.51.3광고경험X18316.933.95.525.12.78.7--PPL경험O8509.232.13.321.31.44.50.61.3광고경험X2749.930.34.420.42.67.3-0.4네이티경험O7648.931.92.719.61.33.90.51.0브광고경험X36010.331.15.324.22.57.80.31.1※응답자BASE:인터넷모바일이용자/2,000명-105- 2)부정이유o인터넷모바일이용자의응답을살펴보면/,온라인광고를부정적으로생각하는이유로1~2순위기준콘텐츠이용을방해해서가`"58.8%로가장높게나타났으며그다음으로는광고를강제로클릭하거나,`봐야만해서"(46.7%),`원하지않는콘텐츠가노출되어서"(32.3%)등의순으로나타남[그림3-3-1-3]온라인광고를부정적으로생각하는이유순위(1/1+2순위)o성별로는남자여자모두콘텐츠이용을방해해서,`",`광고를강제로클릭하거나봐야만해서",`원하지않는콘텐츠가노출되어서"등의순으로나타남o연령대별로는모든연령대에서콘텐츠이용을방해해서의응답이가`"장높게나타났으며광고를강제로클릭하거나봐야만해서의응답`"이대미만에서2053.8%로타연령대에비해높게나타남o광고별로는경험자비경험자모두콘텐츠이용을방해해서가가장,`"높게나타남-106- [표3-3-1-3온라인광고를부정적으로생각하는이유순위](1/1+2순위)(단위:%)광고를콘텐츠원하지않는강제로사이용을콘텐츠가클릭하거나구분례방해해서노출되어서봐야만해서수11+211+211+2순위순위순위순위순위순위전체87640.958.815.546.710.032.3인터넷41840.456.015.645.29.129.7이용경험모바일45841.361.415.548.010.934.7남자45539.656.316.046.611.634.5성별여자42142.361.515.046.88.329.920대미만19739.658.419.353.89.133.020대11943.761.316.042.07.631.9연령30대13340.663.215.843.69.030.840대18545.964.912.444.911.929.750대이상24236.850.814.546.311.234.7검색경험O80241.660.515.847.19.732.5광고경험X7432.440.512.241.913.529.7배너경험O75842.261.316.447.49.932.5광고경험X11832.242.410.242.411.031.4동영상경험O71541.861.016.947.410.233.8광고경험X16136.649.19.343.59.325.5SNS경험O53342.460.816.348.210.333.0광고경험X34338.555.714.344.39.631.2보상형경험O53441.860.516.748.59.733.5광고경험X34239.556.113.743.910.530.4바이럴경험O68641.760.116.848.39.332.8광고경험X19037.954.211.141.112.630.5PPL경험O60643.459.916.549.39.432.5광고경험X27035.256.313.340.711.531.9네이티브경험O56142.160.116.649.69.632.1광고경험X31538.756.513.741.610.832.7<계속>-107- [표3-3-1-3]온라인광고를부정적으로생각하는이유순위(1/1+2순위)(단위:%)자극적이고개인정보를광고를선정적인과도하게신뢰할수기타사이미지와활용하는없어서구분례문구것같아서수11+211+211+211+2순위순위순위순위순위순위순위순위전체87611.926.016.422.75.113.10.10.3이용인터넷41812.731.117.725.64.312.20.20.2경험모바일45811.121.415.320.15.914.0-0.4남자45512.528.114.921.35.112.70.20.4성별여자42111.223.818.124.25.213.5-0.220대미만19714.728.913.218.34.17.6--20대1197.621.820.228.64.211.80.82.5연령30대13312.824.117.325.64.512.8--40대1859.722.715.722.24.315.7--50대이상24212.829.317.422.37.416.5--검색경험O80211.724.916.222.34.712.30.10.2광고경험X7413.537.818.927.09.521.6-1.4배너경험O75811.124.515.822.04.511.90.10.4광고경험X11816.935.620.327.19.321.2--동영상경험O71510.623.615.922.24.311.50.10.4광고경험X16117.436.618.624.88.720.5--SNS경험O5339.922.916.522.74.311.80.20.6광고경험X34314.930.916.322.76.415.2--보상형경험O53410.122.817.224.04.310.10.20.6광고경험X34214.631.015.220.86.417.8--바이럴경험O68611.525.216.222.74.410.50.10.4광고경험X19013.228.917.422.67.922.6--PPL경험O60610.624.915.021.65.011.20.20.5광고경험X27014.828.519.625.25.617.4--네이티경험O56110.224.616.923.44.510.00.20.4브광고경험X31514.928.615.621.66.318.7-0.3※응답자BASE:인터넷모바일이용자/2,000명-108- 2.온라인광고유형별선호1)선호하는온라인광고유형o인터넷모바일이용자의응답을살펴보면선호하는온라인광고유형/,으로1+2순위기준검색광고가58.1%로가장높게나타났으며그다음,으로는배너광고(41.9%),보상형광고(30.1%)등의순으로나타남[그림3-3-2-1]선호하는온라인광고유형순위(1/1+2순위)o성별로는남자와여자모두1+2순위기준검색광고가54.3%,62.1%로가장높게나타남o연령대별로는모든연령대에서검색광고에대한선호도가가장높게나타났으며그다음으로는,20대미만을제외하고배너광고의비율이높게나타남.20대미만의경우두번째로높은광고유형은보상형광고(23.0%)인것으로나타남o광고별로는경험자비경험자모두검색광고에대한선호도가가장,높은것으로나타남-109- [표3-3-2-1선호하는온라인광고유형순위](1/1+2순위)(단위:%)보상형동영상검색광고배너광고사광고광고구분례11+211+211+211+2수순위순위순위순위순위순위순위순위전체2,00039.858.117.841.917.730.111.028.4이용인터넷1,00040.458.818.843.310.628.97.219.2경험모바일1,00039.257.316.740.511.327.87.721.4남자1,03438.154.317.741.918.131.213.132.1성별여자96641.662.117.841.917.328.98.724.320대미만40832.451.711.830.123.035.810.028.720대31033.551.622.342.916.129.412.629.7연령30대35740.655.720.242.319.029.79.829.440대40445.362.417.350.215.327.011.627.050대이상52144.565.118.443.815.428.810.927.6검색경험O1,86039.958.818.142.417.730.110.627.7광고경험X14037.947.913.635.717.130.715.737.1배너경험O1,75839.457.918.142.318.131.011.028.2광고경험X24243.059.114.939.314.923.610.329.3동영상경험O1,66338.656.718.140.818.531.811.329.6광고경험X33745.764.716.047.213.621.79.222.3SNS경험O1,33538.155.718.440.116.629.911.929.9광고경험X66543.362.916.445.420.030.59.025.3보상형경험O1,31035.354.517.939.222.736.511.028.3광고경험X69048.464.817.447.08.318.010.928.4바이럴경험O1,62739.457.918.541.917.729.910.628.1광고경험X37341.658.714.542.117.730.812.629.2PPL경험O1,45636.754.318.940.518.832.111.328.8광고경험X54448.268.014.745.814.924.810.127.2네이티경험O1,32537.756.119.142.017.731.611.729.7브광고경험X67544.061.915.141.817.627.19.525.8<계속>-110- [표3-3-2-1]선호하는온라인광고유형순위(1/1+2순위)(단위:%)바이럴네이티브SNS광고PPL광고사광고광고구분례11+211+211+211+2수순위순위순위순위순위순위순위순위전체2,0007.520.34.012.81.34.91.13.7이용인터넷1,00016.128.41.55.24.412.31.03.9경험모바일1,00019.331.81.04.63.613.21.23.4남자1,0347.419.43.912.61.05.00.93.5성별여자9667.621.24.112.91.64.81.33.820대미만40815.031.66.917.40.52.70.52.020대3108.724.23.213.91.94.51.63.9연령30대3575.620.72.212.31.46.41.13.440대4044.714.43.210.12.06.40.52.550대이상5214.213.44.010.70.84.61.76.0검색경험O1,8607.620.63.912.31.24.80.93.4광고경험X1405.716.45.018.61.46.43.67.1배너경험O1,7587.220.34.212.51.24.70.93.2광고경험X2429.520.72.914.51.76.62.97.0동영상경험O1,6637.320.44.012.61.24.70.93.4광고경험X3378.019.93.913.61.55.92.14.7SNS경험O1,3359.324.33.712.11.14.90.93.0광고경험X6653.812.24.514.01.54.81.55.0보상형경험O1,3107.721.83.912.61.04.30.52.8광고경험X6907.017.54.213.01.76.12.25.2바이럴경험O1,6277.721.53.912.31.45.00.93.4광고경험X3736.415.34.614.70.84.61.94.6PPL경험O1,4568.222.74.214.11.44.50.73.1광고경험X5445.514.03.59.20.95.92.25.1네이티경험O1,3258.021.53.811.81.24.20.83.2브광고경험X6756.417.94.314.51.36.41.84.6※응답자BASE:인터넷모바일이용자/2,000명-111- 2)선호이유o인터넷모바일이용자의응답을살펴보면/,(응답한)광고를선호하는이유로1+2순위기준상품서비스정보를쉽게얻을수있어서가`・"59.6%로가장높게나타났으며그다음으로는혜택을주는쿠폰할,`/인등을제공해서가"38.2%로높게나타남[그림3-3-2-2](응답한광고를선호하는이유)o성별로는1+2순위기준남자는상품서비스정보를쉽게얻을수있어`・서"(56.6%),`색다른디자인과광고내용이흥미로워서"(37.1%),`혜택을주는쿠폰・할인등을제공해서"(37.0%)등의순으로나타났으나,여자는상품`・서비스정보를쉽게얻을수있어서"(62.8%),`혜택을주는쿠폰할인등을제공해서・"(39.4%),`색다른디자인과광고내용이흥미로워서"(30.6%)등의순으로나타남o연령대별로는1+2순위기준20대미만(58.3%),20대(54.2%),30대(53.2%),40대(62.6%),50대이상(65.8%)모든연령대에서상품서비`・스정보를쉽게얻을수있어서가가장높게나타남`o광고별로는경험자비경험자모두모든광고별에서상품,`・서비스정보를쉽게얻을수있어서가가장높게나타남"-112- [표3-3-2-2](응답한광고를선호하는이유)(단위:%)온라인상품・서비색다른콘텐츠를스정보를디자인과무료로쉽게얻을광고내용이이용할수구분사례수수있어서흥미로워서있게해줘서1+2순1+2순1+2순1순위1순위1순위위위위전체2,00039.959.615.934.014.131.9인터넷1,00042.062.717.434.313.431.3이용경험모바일1,00037.856.514.433.714.732.5남자1,03437.256.617.537.115.033.8성별여자96642.862.814.230.613.029.920대미만40839.058.315.035.510.326.520대31032.354.221.039.017.137.1연령30대35736.453.217.637.510.632.840대40442.862.611.929.716.633.750대이상52145.365.815.530.715.531.1검색경험O1,86040.059.815.633.514.031.9광고경험X14038.657.119.340.714.331.4배너경험O1,75840.160.415.533.813.831.5광고경험X24238.453.719.035.515.734.7동영상경험O1,66339.760.216.133.613.631.4광고경험X33740.756.715.135.916.334.1SNS경험O1,33539.359.616.835.414.432.4광고경험X66541.259.714.131.313.430.8보상형경험O1,31037.657.315.233.714.132.1광고경험X69044.263.917.234.613.931.4바이럴경험O1,62741.461.515.733.313.531.4광고경험X37333.251.216.937.016.634.0PPL경험O1,45638.759.416.033.214.132.1광고경험X54443.060.115.636.013.831.3네이티브경험O1,32539.260.015.833.214.632.7광고경험X67541.258.816.135.613.030.4<계속>-113- [표3-3-2-2](응답한광고를선호하는이유)(단위:%)광고를혜택을클릭함으개인주는로써맞춤형쿠폰・할기타구매를정보를인등을구분사례수쉽게할제공해서제공해서수있어서1순1+21순1+21순1+21순1+2위순위위순위위순위위순위전체2,00018.538.25.221.24.512.02.03.2인터넷1,00016.536.44.421.04.411.21.93.1이용경험모바일1,00020.540.06.021.44.612.72.03.2남자1,03418.437.04.619.84.411.92.93.8성별여자96618.639.45.822.74.712.00.92.520대미만40822.137.74.219.14.916.24.76.620대31018.135.84.220.05.210.02.33.9연령30대35722.741.77.021.34.211.81.41.740대40417.640.84.218.35.912.41.02.550대이상52113.835.56.125.72.99.60.81.5검색경험O1,86018.638.35.221.34.612.01.93.1광고경험X14017.136.45.719.32.911.42.13.6배너경험O1,75819.038.94.820.34.811.81.93.2광고경험X24214.933.17.927.72.112.82.12.5동영상경험O1,66318.538.55.120.74.912.12.13.4광고경험X33718.436.85.923.72.411.01.21.8SNS경험O1,33518.438.34.619.74.311.22.33.4광고경험X66518.838.06.324.25.013.41.22.6보상형경험O1,31021.541.54.820.54.711.42.13.6광고경험X69012.932.05.922.64.213.01.62.3바이럴경험O1,62717.537.84.920.34.912.02.23.6광고경험X37322.839.96.725.22.711.51.11.1PPL경험O1,45618.938.65.120.64.812.32.33.7광고경험X54417.537.15.522.83.711.00.91.7네이티브경험O1,32519.239.04.419.64.611.82.33.7광고경험X67517.236.66.824.34.312.31.32.1※응답자BASE:인터넷모바일이용자/2,000명-114- 3)비선호하는온라인광고유형o인터넷모바일이용자의응답을살펴보면선호하지않는온라인광고/,유형으로순위기준동영상광고1(27.6%),SNS광고(13.5%),PPL광고(11.5%)등의순으로나타났으며,1+2순위기준으로는동영상광고(41.5%),SNS광고(27.9%),바이럴광고(25.5%)등의순으로나타남[그림3-3-2-3광고중선호하지않는유형순위](1/1+2순위)o이용경험별로는인터넷모바일모두동영상광고의선호도가가장낮은,것으로나타남o성별로는남녀모두동영상광고배너광고,,SNS광고순으로선호도가낮게나타남o연령대별로는모든연령대에서동영상광고에대한선호도가가장낮게나타났으며다음으로,배너광고에서20대미만(15.9%),30(14.0%),50대대이상(14.4%)순으로나타났으며,SNS광고에서는20대(14.5%),40대(14.6%)등의순으로응답함o광고별로는경험자비경험자모두동영상광고에대한선호도가가장,낮은것으로나타남-115- [표3-3-2-3비선호하는온라인광고유형순위](1/1+2순위)(단위:%)동영상광고SNS광고바이럴광고PPL광고구분사례수1순1+21순1+21순1+21순1+2위순위위순위위순위위순위전체2,00027.641.513.527.910.525.511.525.4이용인터넷1,00027.740.713.428.49.324.911.425.4경험모바일1,00027.542.313.627.311.626.111.525.4남자1,03425.638.113.528.510.225.611.124.7성별여자96629.745.113.527.110.825.411.826.220대미만40832.646.612.027.76.419.114.228.720대31028.142.314.526.514.227.19.726.8연령30대35726.639.813.426.314.030.810.123.840대40427.241.114.630.412.128.513.427.050대이상52124.438.613.227.87.723.69.821.9검색경험O1,86028.242.213.127.410.625.811.325.5광고경험X14020.032.919.334.38.622.112.923.6배너경험O1,75828.242.013.027.310.426.211.726.1광고경험X24223.638.017.431.810.720.79.920.2동영상경험O1,66327.741.413.428.310.225.511.225.3광고경험X33727.342.113.925.811.925.512.525.8SNS경험O1,33527.141.113.025.810.926.711.826.0광고경험X66528.642.314.632.09.623.210.724.2보상형경험O1,31029.141.813.228.410.826.111.926.0광고경험X69024.841.014.126.89.724.310.624.2바이럴경험O1,62727.941.412.927.010.425.611.725.5광고경험X37326.341.816.131.610.724.910.524.9PPL경험O1,45627.741.112.526.510.926.011.325.9광고경험X54427.442.616.231.49.424.111.824.1네이티경험O1,32527.741.313.427.510.226.711.225.1브광고경험X67527.441.913.628.411.023.112.026.1<계속>-116- [표3-3-2-3]비선호하는온라인광고유형순위(1/1+2순위)(단위:%)네이티브배너광고보상형광고검색광고사례광고구분수1+2순1+2순1+2순1+2순1순위1순위1순위1순위위위위위전체2,0009.624.813.723.87.818.46.012.8이용인터넷1,0008.722.615.224.58.921.85.411.7경험모바일1,00010.427.012.223.06.715.06.513.9남자1,03410.826.713.723.68.017.87.015.0성별여자9668.222.813.723.97.619.04.910.520대미만4088.120.815.928.45.914.74.914.020대3107.423.512.922.65.815.27.416.1연령30대3577.023.214.022.77.319.07.614.340대40410.424.010.919.66.219.15.210.450대이상52113.130.314.424.812.122.35.410.7검색경험O1,8609.725.213.823.87.818.25.512.0광고경험X1407.120.012.122.97.921.412.122.9배너경험O1,75810.024.813.423.57.517.56.012.7광고경험X2426.624.816.125.69.925.25.813.6동영상경험O1,66310.125.214.324.27.517.15.713.0광고경험X3376.822.810.721.49.524.67.411.9SNS경험O1,33510.025.413.724.27.417.56.113.3광고경험X6658.723.613.722.98.620.25.611.7보상형경험O1,3109.125.313.523.66.715.45.613.4광고경험X69010.423.914.124.19.924.16.511.6바이럴경험O1,6279.825.113.623.87.918.65.813.0광고경험X3738.623.614.223.67.217.46.412.1PPL경험O1,45610.225.513.924.57.116.86.513.7광고경험X5447.922.813.121.99.722.64.610.5네이티경험O1,32510.425.413.724.26.916.76.513.1브광고경험X6757.923.613.823.09.521.84.912.1※응답자BASE:인터넷모바일이용자/2,000명-117- 4)비선호이유o인터넷모바일이용자의응답을살펴보면/,(응답한광고를선호하지않는)이유로는,1+2순위기준콘텐츠`이용을방해해서가"53.9%로가장높게나타났으며그다음으로는광고를강제로클릭하거나봐야만해서,`"(42.4%),`광고를신뢰할수없어서"(30.7%)등의순으로나타남[그림3-3-2-4](응답한광고를선호하지않는이유)o성별로는남자와여자의응답을모두1+2순위기준콘텐츠이용을방해해`서",`광고를강제로클릭봐야만해서,",`광고를신뢰할수없어서",`원하지않는콘텐츠가노출되어서등의순으로나타남"o연령대별로는콘텐츠이용을방해해서에대한응답에서``1+2순위기준비율이가장높은연령대는20대(60.0%)로나타남o광고별로는경험자비경험자모두모든광고별에서콘텐츠이용을,`방해해서가가장높게나타남"-118- [표3-3-2-4](응답한광고를선호하지않는이유)(단위:%)광고를원하지콘텐츠강제로광고를않는이용을클릭,신뢰할수콘텐츠가구분사례수방해해서봐야만없어서노출해서되어서11+211+211+211+2순위순위순위순위순위순위순위순위전체2,00033.654.916.242.315.430.79.327.4이용인터넷1,00034.054.917.141.715.530.67.526.2경험모바일1,00033.154.815.242.915.230.711.128.5남자1,03432.953.715.742.415.030.910.026.7성별여자96634.356.116.742.215.730.38.628.120대미만40837.058.620.849.513.226.59.634.820대31039.760.013.939.018.133.54.521.3연령30대35736.459.113.233.315.134.78.722.740대40427.253.215.141.316.330.412.426.550대이상52130.147.216.745.514.829.610.029.0검색경험O1,86034.155.316.542.915.530.69.227.9광고경험X14026.448.611.434.312.931.410.720.0배너경험O1,75834.956.316.642.515.130.59.127.8광고경험X24224.044.212.840.516.931.410.724.4동영상경험O1,66334.255.916.842.715.530.59.528.5광고경험X33730.349.912.840.414.831.28.321.7SNS경험O1,33534.756.016.241.615.830.49.328.8광고경험X66531.352.516.143.614.431.19.324.4보상형경험O1,31034.956.616.844.615.028.89.828.3광고경험X69031.051.414.938.016.134.28.425.5바이럴경험O1,62734.055.616.542.515.129.59.528.3광고경험X37331.651.514.541.316.435.78.623.1PPL경험O1,45635.156.517.043.714.628.88.928.0광고경험X54429.450.613.838.617.335.510.325.7네이티경험O1,32534.655.417.242.915.130.29.027.9브광고경험X67531.453.814.141.215.931.69.926.2<계속>-119- [표3-3-2-4](응답한광고를선호하지않는이유)(단위:%)자극적이고선정적인개인정보과도기타이미지와하게활용구분사례수문구1+2순1+2순1+2순1순위1순위1순위위위위전체2,00017.325.48.019.00.40.5이용인터넷1,00017.325.38.321.00.30.3경험모바일1,00017.325.57.616.90.50.7남자1,03417.125.18.820.50.60.7성별여자96617.525.77.017.30.20.320대미만40814.219.14.410.30.71.220대31016.527.46.517.71.01.0연령30대35718.528.37.821.60.30.340대40419.627.79.220.50.20.250대이상52117.725.310.723.40.00.0검색경험O1,86016.624.47.718.50.40.4광고경험X14026.439.311.425.00.71.4배너경험O1,75816.824.97.117.40.50.5광고경험X24221.128.914.530.20.00.4동영상경험O1,66316.524.27.017.60.50.6광고경험X33721.131.212.825.80.00.0SNS경험O1,33516.524.87.017.70.50.6광고경험X66518.926.69.821.50.20.3보상형경험O1,31016.224.07.117.30.30.4광고경험X69019.428.09.622.20.60.7바이럴경험O1,62717.125.17.418.30.40.6광고경험X37318.226.510.521.70.30.3PPL경험O1,45616.624.57.318.00.50.6광고경험X54419.327.99.721.50.20.2네이티경험O1,32516.424.57.218.60.50.5브광고경험X67519.127.39.319.60.30.4※응답자BASE:인터넷모바일이용자/2,000명-120- 3.온라인광고개선1)온라인광고유형별불편도o인터넷모바일이용자의온라인광고유형중불편도가가장낮은유/형은`보상형광고"가3.1점으로가장낮은불편도를보였으며다음으,로는검색광고`"3.0,배너광고점`"2.8점순으로나타남반면.,동영상광`고는"2.5점으로온라인광고유형중가장불편도가높게나타남[그림3-3-3-1온라인광고유형별불편도]-121- (1)검색광고o인터넷모바일이용자의/검색광고에대한느낌으로불편하지않음전(혀불편하지않음+불편하지않음이)30.1%로불편함매우불편함(+불편함)23.4%보다높게나타났으며평균은,3.0점으로보통수준인것으로나타남[그림3-3-3-2검색광고]o이용경험으로불편하지않은정도가인터넷(31.3.%)이모바일(28.7%)보다조금더높은것으로나타남o성별로는남자의점척도평균이53.0점으로여자평균(3.1점보다)낮아남성이조금더불편을느끼는것으로나타남o연령대별로는불편하지않은정도가40대(33.5%),30대(33.3%),20대미만(28.9%),50대이상(28.4%),20대(25.8%)순으로나타남o광고별로는경험자비경험자모두불편하지않은정도가,30%대로불편한정도(20%대보다높게나타남)-122- [표3-3-3-1검색광고](단위:%)전혀불편매우불편구분사례수불편함보통하지평균불편함하지않음않음전체2,,0005.717.746.726.43.73.0이용인터넷1,,0005.617.345.826.94.43.1경험모바일1,,0005.718.047.625.82.93.0남자1,0346.319.145.925.23.53.0성별여자9665.016.147.527.53.83.120대미만4084.218.948.022.86.13.120대3105.818.150.323.91.93.0연령30대3576.715.144.829.14.23.140대4046.417.642.630.03.53.150대이상5215.418.248.025.92.53.0검색경험O1,8605.217.646.127.43.83.1광고경험X14012.118.655.012.91.42.7배너경험O1,7585.417.646.127.23.63.1광고경험X2427.417.850.819.84.13.0동영상경험O1,6635.517.545.727.53.83.1광고경험X3376.218.451.620.83.03.0SNS경험O1,3355.717.246.127.04.03.1광고경험X6655.618.647.825.12.93.0보상형경험O1,3105.617.345.327.64.13.1광고경험X6905.718.449.323.92.83.0바이럴경험O1,6275.017.645.128.14.13.1광고경험X3738.318.053.618.51.62.9PPL경험O1,4565.618.344.527.73.83.1광고경험X5445.915.852.622.63.13.0네이티경험O1,3255.317.844.828.23.83.1브광고경험X6756.417.350.422.73.33.0※응답자BASE:인터넷모바일이용자/2,000명-123- (2)배너광고o인터넷모바일이용자의응답을살펴보면배너/,광고에대한느낌으로는불편하지않음전혀불편하지않음(+불편하지않음이)24.6%로불편함매우불편함(+불편함)35.2%보다낮게나타났으며평균은,2.8점으로불편한정도가높은수준인것으로나타남[그림3-3-3-3배너광고]o이용경험으로불편하지않은정도가인터넷(25.8%)이모바일(23.2%)보다조금더높은것으로나타남o성별로는불편하지않은정도가여성(25.6%)이남성(23.2%)보다조금더높은것으로나타남o연령대별로는모든연령에서불편하지않은정도보다불편한정도가더높게나타남o광고별로는경험자비경험자모두불편하지않은정도가불편한정,도보다낮게나타남-124- [표3-3-3-2배너광고](단위:%)전혀불편매우불편구분사례수불편함보통하지평균불편함하지않음않음전체2,0008.426.840.321.72.92.8이용인터넷1,0007.726.739.822.63.22.9경험모바일1,0009.126.940.820.72.52.8남자1,0349.127.440.020.62.92.8성별여자9667.726.240.622.82.82.920대미만4088.325.742.919.93.22.820대3107.424.844.521.91.32.8연령30대3578.422.742.024.42.52.940대4047.930.033.424.84.02.950대이상5219.429.239.918.62.92.8검색경험O1,8608.127.039.822.22.82.8광고경험X14012.124.346.414.32.92.7배너경험O1,7587.926.939.922.42.92.9광고경험X24212.026.043.416.12.52.7동영상경험O1,6638.225.939.723.23.02.9광고경험X3379.531.543.013.92.12.7SNS경험O1,3358.325.938.823.43.52.9광고경험X6658.628.643.318.01.52.8보상형경험O1,3107.925.939.523.92.92.9광고경험X6909.428.641.917.42.82.8바이럴경험O1,6277.926.239.723.32.92.9광고경험X37310.729.242.914.52.72.7PPL경험O1,4568.426.438.823.13.32.9광고경험X5448.527.944.317.61.72.8네이티경험O1,3258.026.838.024.13.12.9브광고경험X6759.226.844.716.92.42.8※응답자BASE:인터넷모바일이용자/2,000명-125- (3)동영상광고o인터넷모바일이용자의응답을살펴보면동영상광고에대한느낌으/,로는불편하지않음전혀불편하지않음(+불편하지않음이)16.9%로불편함매우불편함(+불편함)51.0%보다낮게나타났으며평,균은2.5점으로불편한정도가높은수준인것으로나타남[그림3-3-3-4]동영상광고o이용경험으로불편하지않은정도가인터넷(17.9%)이모바일(15.9%)보다조금더높은것으로나타남o성별로는불편하지않은정도가남성(18.2%)이여성(15.6%)보다조금더높은것으로나타남o연령대별로는모든연령에서불편하지않은정도보다불편한정도가더높게나타났으며그중에서도20대미만에서점평균52.4점으로가장낮은응답을보임o광고별로는경험자비경험자모두불편하지않은정도가불편한정,도보다낮게나타남-126- [표3-3-3-3동영상광고](단위:%)전혀불편매우불편구분사례수불편함보통하지평균불편함하지않음않음전체2,00016.734.332.214.62.32.5이용인터넷1,00017.532.232.415.42.52.5경험모바일1,00015.836.431.913.82.12.5남자1,03416.831.733.315.62.62.6성별여자96616.537.131.013.62.02.520대미만40822.335.027.013.22.52.420대31020.033.230.014.52.32.5연령30대35714.033.336.414.61.72.640대40413.937.133.412.92.72.550대이상52114.232.833.617.12.32.6검색경험O1,86016.834.531.814.62.32.5광고경험X14014.332.137.114.32.12.6배너경험O1,75817.234.531.314.72.32.5광고경험X24212.432.638.414.02.52.6동영상경험O1,66317.034.631.014.92.52.5광고경험X33714.832.937.713.41.22.5SNS경험O1,33516.833.331.116.12.82.5광고경험X66516.436.434.311.61.42.5보상형경험O1,31017.333.631.415.22.52.5광고경험X69015.435.733.613.51.92.5바이럴경험O1,62717.133.831.814.82.52.5광고경험X37314.536.533.813.91.32.5PPL경험O1,45617.833.930.814.82.72.5광고경험X54413.635.335.714.21.32.5네이티경험O1,32516.633.831.215.92.42.5브광고경험X67516.735.333.912.02.12.5※응답자BASE:인터넷모바일이용자/2,000명-127- (4)SNS광고o인터넷모바일이용자의응답을살펴보면/,SNS광고에대한느낌으로는불편하지않음전혀불편하지않음(+불편하지않음이)18.8%로불편함매우불편함(+불편함)40.7%보다낮게나타났으며평균은,2.7점으로불편한정도가높은수준인것으로나타남[그림3-3-3-5]SNS광고o이용경험으로불편하지않은정도가모바일(19.8%)이인터넷(17.8%)보다조금더높은것으로나타남o연령대별로는모든연령에서불편하지않은정도보다불편한정도가더높게나타났으나그중에서도20대미만에서점평균52.9점으로타연령대보다SNS광고노출에민감한정도가낮은것으로보임o광고별로는경험자비경험자모두불편하지않은정도가,10~20%대로불편한정도(30~40%대보다낮게나타남)-128- [표3-3-3-4]SNS광고(단위:%)전혀불편매우불편구분사례수불편함보통하지평균불편함하지않음않음전체2,0007.733.040.616.02.82.7이용인터넷1,0008.132.142.014.83.02.7경험모바일1,0007.233.839.217.22.62.7남자1,0347.732.740.316.03.32.7성별여자9667.633.240.916.02.32.720대미만4086.626.540.720.85.42.920대3107.132.642.615.52.32.7연령30대3579.030.339.818.82.22.840대4048.237.139.114.11.52.650대이상5217.536.941.112.12.52.7검색경험O1,8607.333.040.616.22.82.7광고경험X14012.132.140.013.62.12.6배너경험O1,7587.233.240.416.42.72.7광고경험X24210.731.042.112.83.32.7동영상경험O1,6637.333.140.716.12.82.7광고경험X3379.532.040.115.72.72.7SNS경험O1,3356.829.940.319.83.22.8광고경험X6659.339.141.28.42.02.5보상형경험O1,3107.531.339.917.93.42.8광고경험X6908.036.141.912.51.62.6바이럴경험O1,6277.132.140.717.13.02.8광고경험X3739.936.739.911.32.12.6PPL경험O1,4567.731.040.217.93.22.8광고경험X5447.538.141.711.01.72.6네이티경험O1,3256.632.439.918.03.02.8브광고경험X6759.634.141.912.02.42.6※응답자BASE:인터넷모바일이용자/2,000명-129- (5)보상형광고o인터넷모바일이용자의응답을살펴보면보상형광고에대한느낌으/,로는불편하지않음전혀불편하지않음(+불편하지않음이)32.9%로불편함매우불편함(+불편함)27.9%보다높게나타났으며평균은,3.1점으로불편하지않음정도가높은수준인것으로나타남[그림3-3-3-6보상형광고]o이용경험으로불편하지않은정도가모바일(34.4%)이인터넷(31.2%)보다조금더높은것으로나타남o성별로는불편하지않은정도가남성(34.4%)이여성(34.3%)보다조금더높은것으로나타남o연령대별로는모든연령에서불편한정도보다불편하지않은정도가더높게나타났으며그중에서도20대미만에서점평균53.3점으로가장높은응답을보임o보상형광고별로는경험자의불편하지않은정도가40.5%로나타난반면비경험자의경우18.2%로느끼는정도의폭이다소큰것으로나타남-130- [표3-3-3-5보상형광고](단위:%)전혀불편매우불편구분사례수불편함보통하지평균불편함하지않음않음전체2,0006.121.839.425.07.93.1이용인터넷1,0006.421.740.723.67.63.0경험모바일1,0005.821.838.026.38.13.1남자1,0346.819.139.725.78.63.1성별여자9665.424.538.924.17.03.020대미만4085.115.738.026.714.53.320대3104.820.043.523.97.73.1연령30대3577.318.238.926.98.73.140대4046.425.737.125.75.03.050대이상5216.526.939.922.34.42.9검색경험O1,8605.921.639.025.68.03.1광고경험X1409.324.343.616.46.42.9배너경험O1,7585.621.139.126.28.03.1광고경험X2429.926.440.916.16.62.8동영상경험O1,6635.620.938.626.68.33.1광고경험X3378.625.843.016.95.62.9SNS경험O1,3355.819.838.926.98.73.1광고경험X6656.825.740.321.16.22.9보상형경험O1,3105.317.736.430.010.53.2광고경험X6907.529.444.915.42.82.8바이럴경험O1,6275.721.138.226.78.43.1광고경험X3738.024.744.517.25.62.9PPL경험O1,4566.019.338.327.68.93.1광고경험X5446.428.342.317.85.12.9네이티경험O1,3255.720.637.727.58.63.1브광고경험X6757.024.042.720.06.42.9※응답자BASE:인터넷모바일이용자/2,000명-131- (6)바이럴광고o인터넷모바일이용자의응답을살펴보면/,바이럴광고에대한느낌으로는불편하지않음전혀불편하지않음(+불편하지않음이)12.8%로불편함매우불편함(+불편함)40.3%보다낮게나타났으며평균,은2.7점으로불편한정도가높은수준인것으로나타남[그림3-3-3-7바이럴광고]o이용경험으로불편하지않은정도가인터넷(14.2%)이모바일(11.3%)보다조금더높은것으로나타남o성별로는불편하지않은정도가남성(13.8%)이여성(11.6%)보다조금더높은것으로나타남o연령대별로는모든연령에서불편하지않은정도보다불편한정도가더높게나타남o광고별로는경험자비경험자모두불편하지않은정도가,10%대로불편한정도(30~40%대보다낮게나타남)-132- [표3-3-3-6바이럴광고](단위:%)전혀불편매우불편구분사례수불편함보통하지평균불편함하지않음않음전체2,0008.032.347.010.82.02.7이용인터넷1,0007.733.344.812.51.72.7경험모바일1,0008.331.349.19.02.32.7남자1,0348.830.846.611.91.92.7성별여자9667.134.047.39.52.12.720대미만4087.826.555.48.61.72.720대3108.130.047.111.92.92.7연령30대3578.431.145.911.53.12.740대4048.435.443.311.61.22.650대이상5217.536.743.810.61.52.6검색경험O1,8607.832.447.310.81.82.7광고경험X14010.731.442.910.74.32.7배너경험O1,7587.632.347.411.01.82.7광고경험X24210.732.643.89.13.72.6동영상경험O1,6637.431.647.611.42.02.7광고경험X33711.035.643.67.72.12.5SNS경험O1,3358.029.347.712.72.22.7광고경험X6658.038.345.46.81.52.6보상형경험O1,3107.829.149.212.11.92.7광고경험X6908.438.442.88.32.22.6바이럴경험O1,6277.531.547.611.22.22.7광고경험X37310.235.744.08.81.32.6PPL경험O1,4568.330.247.312.32.02.7광고경험X5447.238.146.16.62.02.6네이티경험O1,3257.830.647.811.82.02.7브광고경험X6758.435.745.28.71.92.6※응답자BASE:인터넷모바일이용자/2,000명-133- (7)PPL광고o인터넷모바일이용자의응답을살펴보면/,PPL광고에대한느낌으로는불편하지않음전혀불편(하지않음+불편하지않음이)18.0%로불편함매우불편함(+불편함)36.3%보다낮게나타났으며평균은,2.8점으로불편한정도가높은수준인것으로나타남[그림3-3-3-8]PPL광고o이용경험으로불편하지않은정도가모바일(18.3%)이인터넷(17.5%)보다조금더높은것으로나타남o성별로는불편하지않은정도가여성(18.3%)이남성(17.5%)보다조금더높은것으로나타남o연령대별로는모든연령에서불편하지않은정도보다불편한정도가더높게나타남o광고별로는경험자비경험자모두불편하지않은정도가,10~20%대로불편한정도(30~40%대보다낮게나타남)-134- [표3-3-3-7]PPL광고(단위:%)전혀불편하매우불편하구분사례수불편함보통지평균불편함지않음않음전체2,0007.828.545.915.42.62.8이용인터넷1,0007.228.247.115.02.52.8경험모바일1,0008.328.744.715.72.62.8남자1,0348.525.748.315.02.52.8성별여자9666.931.443.415.72.62.820대미만4086.627.246.615.93.72.820대3107.423.943.221.93.52.9연령30대3577.625.849.914.32.52.840대4049.731.941.814.62.02.750대이상5217.531.347.412.31.52.7검색경험O1,8607.428.545.915.62.62.8광고경험X14012.127.946.412.11.42.6배너경험O1,7587.228.346.016.02.42.8광고경험X24211.629.845.010.33.32.6동영상경험O1,6636.928.146.216.12.72.8광고경험X33711.930.344.511.61.82.6SNS경험O1,3357.327.645.516.72.92.8광고경험X6658.730.146.812.61.82.7보상형경험O1,3107.326.546.317.12.72.8광고경험X6908.632.245.112.02.22.7바이럴경험O1,6277.328.145.816.32.52.8광고경험X3739.930.046.411.02.72.7PPL경험O1,4567.526.745.917.12.82.8광고경험X5448.533.146.010.71.82.6네이티경험O1,3257.027.345.717.03.02.8브광고경험X6759.230.746.412.11.62.7※응답자BASE:인터넷모바일이용자/2,000명-135- 2)온라인광고개선필요o인터넷모바일이용자의응답을살펴보면/,온라인광고의개선이필요한분야로는순위기준1`불법적이고선정적인광고제한"이30.1%로가장높게나타났으며,1~2순위중복응답의경우`소비자를현혹하는낚시성광고제한"이45.5%로가장높게나타남[그림3-3-3-9온라인광고의개선이필요한분야순위](1/1+2순위)o성별로살펴보면,1~2순위기준남자는`소비자를현혹하는낚시성광고제한"(45.5%)에대한응답이가장높았으며여자는,`불법적이고선정적인광고제한"(46.0%)에대한응답이가장높게나타남o연령대별로는1~2순위기준대미만과대에서2030`소비자를현혹하는낚시성광고제한이각각"52.7%,44.3%로가장높게응답하였으며,20대는`한페이지에보이는광고개수제한"(40.0%),40대및대이상은50`불법적이고선정적인광고제한각"(45.3%,48.4%)이가장높게나타남o광고별로는경험자비경험자모두,`소비자를현혹하는낚시성광고제한",`불법적이고선정적인광고제한에대해"40%이상의응답을보임-136- [표3-3-3-8온라인광고의개선이필요한분야순위](1/1+2순위)(단위:%)소비자를불법적한페이지과도한콘텐츠현혹하는이고보이는개인정보이용에사낚시성선정적인광고개수활용불편함구분례광고광고제한자제최소화제한제한수1순1+21순1+21순1+21순1+21순1+2위순위위순위위순위위순위위순위전체2,00019.845.530.142.316.336.516.130.310.624.5이용인터넷1,00019.847.430.943.116.735.616.029.99.022.9경험모바일1,00019.843.529.341.515.937.316.230.612.126.1남자1,03420.345.527.338.918.537.114.828.711.726.8성별여자96619.345.433.146.014.035.717.531.99.322.020대미만40822.852.727.238.018.138.79.619.915.733.320대31015.237.425.536.520.640.017.732.98.719.0연령30대35721.044.327.240.115.436.722.138.98.417.440대40418.844.833.945.314.437.415.830.410.425.750대이상52120.245.934.248.414.431.716.330.79.224.8검색경험O1,86019.845.830.442.516.736.815.629.710.524.6광고경험X14020.041.426.440.011.431.422.137.110.722.9배너경험O1,75820.345.229.241.616.937.115.630.110.825.1광고경험X24216.547.136.847.512.031.419.431.48.719.8동영상경험O1,66320.645.230.142.516.336.115.830.310.926.0광고경험X33716.046.630.341.516.338.317.830.08.916.9SNS경험O1,33519.343.730.442.716.637.516.330.610.323.7광고경험X66520.848.929.541.515.834.315.829.511.126.0보상형경험O1,31019.644.929.942.116.937.215.729.110.725.3광고경험X69020.146.530.442.815.135.116.832.510.323.0바이럴경험O1,62720.446.029.742.516.736.315.829.710.625.1광고경험X37317.242.931.641.314.737.317.432.710.222.0PPL경험O1,45620.345.629.641.716.736.415.630.211.025.7광고경험X54418.445.031.443.915.336.617.530.39.421.3네이티경험O1,32520.546.330.842.915.835.916.030.310.525.1브광고경험X67518.543.728.741.217.237.516.330.110.723.3<계속>-137- [표3-3-3-8]온라인광고의개선이필요한분야순위(1/1+2순위)(단위:%)소비자새로운맞춤형사광고유형없음기타광고사전구분례개발동의수1+21+21+21+21순위1순위1순위1순위순위순위순위순위전체2,0003.910.62.18.01.21.20.10.1이용인터넷1,0004.010.42.17.81.41.40.10.1경험모바일1,0003.710.72.08.21.01.0-0.1남자1,0344.111.41.98.81.41.40.10.1성별여자9663.69.62.27.11.01.0-0.120대미만4082.97.62.77.81.01.0--20대3106.116.12.611.03.23.20.30.6연령30대3573.412.31.48.11.11.1--40대4044.29.22.26.70.20.2--50대이상5213.39.41.57.31.01.0--검색경험O1,8603.810.42.18.01.11.10.10.1광고경험X1405.012.11.48.62.92.9-0.7배너경험O1,7583.910.52.28.21.01.00.10.1광고경험X2423.311.20.86.62.52.5--동영상경험O1,6633.59.92.08.20.80.80.10.1광고경험X3375.313.92.46.83.03.0--SNS경험O1,3354.011.32.28.40.90.90.10.1광고경험X6653.69.01.77.21.81.8--보상형경험O1,3103.710.72.07.91.41.40.10.2광고경험X6904.210.32.28.10.90.9--바이럴경험O1,6273.610.21.87.51.31.30.10.1광고경험X3734.812.13.210.20.80.8--PPL경험O1,4563.710.32.07.91.01.00.10.1광고경험X5444.211.22.28.31.71.7--네이티경험O1,3253.810.32.07.80.60.60.10.1브광고경험X6754.011.12.28.32.42.4-0.1※응답자BASE:인터넷모바일이용자/2,000명-138- 4.새로운온라인광고유형에대한의견1)맞춤형광고(1)경험o인터넷모바일이용자의응답을살펴보면/,`온라인쇼핑중배너광고를통해재방문을유도하는광고에대한경험함이"60.2%로나타났으며,39.8%는경험이없는것으로나타남[그림3-3-4-1]온라인쇼핑중배너광고를통해재방문유도하는광고경험o성별로는남자56.2%,여자64.5%가경험이있는것으로나타남o연령대별로는20(65.8%),30(63.4%),40(61.4%),20대대대대미만(61.5%),50대이상(52.6%)순으로경험이있는비율이높게나타남o광고별로는각광고별경험자의경우유도광고경험이있는비율이과반수이상인것으로나타났으나비경험자의경우,50.0%미만인것으로나타남-139- [표3-3-4-1온라인쇼핑중배너광고를통해재방문유도하는광고]경험(단위:%)구분사례수있음없음전체2,00060.239.8인터넷1,00060.439.6이용경험모바일1,00060.040.0남자1,03456.243.8성별여자96664.535.520대미만40861.538.520대31065.834.2연령30대35763.636.440대40461.438.650대이상52152.647.4경험O1,86062.737.3검색광고경험X14026.473.6경험O1,75863.536.5배너광고경험X24236.064.0경험O1,66364.935.1동영상광고경험X33736.863.2경험O1,33567.932.1SNS광고경험X66544.855.2경험O1,31066.833.2보상형광고경험X69047.752.3경험O1,62765.634.4바이럴광고경험X37336.563.5경험O1,45666.633.4PPL광고경험X54443.057.0경험O1,32569.730.3네이티브광고경험X67541.658.4※응답자BASE:인터넷모바일이용자/2,000명-140- (2)인식o인터넷모바일이용자의응답을살펴보면배너형태광고에대한인식/,으로부정부정(+부정2+부정의비율이3)38.8%로나타났으며긍정,(긍정+긍정5+긍정의비율은6)30.0%로부정의비율이높은것으로나타남[그림3-3-4-2]배너형태광고에대한인식o성별로는부정부정(+부정2+부정의비율이남자가3)41.4%여자가36.3%로남자가더부정적인편으로나타남o연령대별로는부정부정(+부정2+부정의비율이3)20대미만에서43.1%로타연령대비높게나타남o광고별로는SNS광고비경험자에서12.4%로부정부정(+부정2+부정의비율이타광고대비높게나타남3)-141- [표3-3-4-2배너형태광고에대한인식](단위:%)구분사례수부정23보통56긍정평균전체1,2049.911.517.431.420.38.01.73.7이용인터넷6048.810.617.532.919.58.32.33.8경험모바일60011.012.317.229.821.07.71.03.6남자58111.911.418.126.921.08.42.43.7성별여자6238.011.616.735.619.67.51.03.720대미만2518.49.625.132.718.35.20.83.620대2048.316.215.730.917.69.32.03.7연령30대22711.512.317.627.824.24.81.83.640대24810.19.314.136.320.68.90.83.850대이상27410.910.914.229.220.411.32.93.8검색경험O1,1679.811.617.431.520.27.91.63.7광고경험X3713.58.116.227.021.610.82.73.8배너경험O1,1179.811.817.631.319.78.01.73.7광고경험X8710.36.913.832.227.68.01.13.9동영상경험O1,08010.211.917.530.620.47.71.83.7광고경험X1247.38.116.137.919.410.50.83.9SNS경험O9068.911.116.931.820.29.12.03.8광고경험X29812.812.418.830.220.54.70.73.5보상형경험O8759.611.916.630.521.08.51.93.7광고경험X32910.610.319.533.718.26.70.93.6바이럴경험O1,0689.611.518.231.619.28.11.83.7광고경험X13611.811.011.029.428.77.40.73.8PPL경험O9709.912.017.131.319.87.92.03.7광고경험X2349.89.418.431.622.28.10.43.7네이티경험O92310.012.117.431.619.77.31.83.7브광고경험X2819.69.317.130.622.110.31.13.8※응답자BASE:온라인쇼핑중배너광고를통해재방문유도하는광고경험응답자1,204명-142- (3)이용의향o인터넷모바일이용자의응답을살펴보면/,맞춤형온라인광고제공시이용의향여부에대해서이용의향없음전혀이용의향없음(+이용의향없음비율이)23.8%,이용의향있음(매우이용의향있음+이용의향있음비율이)35.3%로이용의향이있는편인것으로나타남[그림3-3-4-3]맞춤형온라인광고제공시이용의향여부o성별로는전혀이용의향없음의비율이남자는11.3%여자는11.2%로비슷한수준인것으로나타났지만매우이용의향있음의비율은남,자가8.1%여자가5.5%로남자가더높게나타남o연령대별로는전혀이용의향없음의비율이20대(13.2%)에서가장높게나타났으며,매우이용의향있음의비율은20대미만에서13.7%로타연령대비높게나타남o광고별로는전혀이용의향없음의비율이배너광고비경험자에서15.7%로가장높게나타났으며매우이용의향있음의비율은보상,형광고경험자에서8.3%로가장높게나타남-143- [표3-3-4-3맞춤형온라인광고제공시이용의향여부](단위:%)전혀매우이용이용이용이용구분사례수의향보통의향평균의향의향없음있음없음있음전체2,00011.312.541.128.46.93.1이용인터넷1,00011.211.640.928.57.83.1경험모바일1,00011.313.341.228.35.93.0남자1,03411.312.140.727.88.13.1성별여자96611.212.841.429.15.53.020대미만4089.611.037.528.213.73.320대31013.213.942.924.85.22.9연령30대35712.012.941.227.26.73.040대40410.613.141.829.55.03.050대이상52111.311.942.030.74.03.0검색경험O1,86010.512.540.629.07.33.1광고경험X14020.711.446.420.01.42.7배너경험O1,75810.612.440.029.77.23.1광고경험X24215.712.848.319.04.12.8동영상경험O1,66310.812.238.930.47.73.1광고경험X33713.413.651.618.72.72.8SNS경험O1,33510.012.337.532.27.93.2광고경험X66513.712.848.120.84.72.9보상형경험O1,31010.911.338.231.38.33.1광고경험X69011.914.646.522.94.12.9바이럴경험O1,62710.312.139.630.47.63.1광고경험X37315.513.947.219.63.82.8PPL경험O1,45611.312.238.729.78.03.1광고경험X54411.013.147.424.83.73.0네이티경험O1,32510.512.537.731.87.43.1브광고경험X67512.712.347.621.65.83.0※응답자BASE:인터넷모바일이용자/2,000명-144- (4)개인정보제공의향o인터넷모바일이용자의응답을살펴보면/,맞춤형광고선별을위해개인정보등필요시제공의향여부에대해그렇지않음전혀그렇지(않음+그렇지않음의비율이)35.7%,그러함(매우그러함+그러함)의비율이26.1%로그렇지않다는응답이높은것으로나타남[그림3-3-4-4맞춤형광고선별을위해개인정보등필요시제공의향]o성별로는그렇지않음전혀그렇지않음(+그렇지않음비율에대해)여자35.7%,남자는33.7%로여자가더그렇지않다는응답이높게나타남o연령대별로는대에서전혀그렇지않음의비율이2017.7%로타연령대비높게나타났으며,매우그러함에서는40대와20대모두3.5%로타연령대비높게나타남o광고별로는전혀그렇지않음의비율이검색광고20~49인에서22.9%로타광고대비가장높게나타났으며매우그러함의비율은,PPL광고경험자에서3.8%로타광고대비높게나타남-145- [표3-3-4-4맞춤형광고선별을위해개인정보등필요시제공의향](단위:%)전혀그렇지매우구분사례수그렇지보통그러함평균않음그러함않음전체2,00015.420.338.323.03.12.8이용인터넷1,00014.820.637.923.13.62.8경험모바일1,00016.020.038.722.82.52.8남자1,03414.419.337.924.83.62.8성별여자96616.521.338.721.02.52.720대미만40812.519.143.921.13.42.820대31017.718.741.019.03.52.7연령30대35716.020.234.526.92.52.840대40416.120.336.623.53.52.850대이상52115.422.336.323.62.52.8검색경험O1,86014.820.738.023.33.12.8광고경험X14022.915.042.117.92.12.6배너경험O1,75815.020.537.823.43.32.8광고경험X24218.619.041.719.41.22.7동영상경험O1,66315.420.437.123.63.42.8광고경험X33715.419.644.219.61.22.7SNS경험O1,33514.220.036.026.53.42.8광고경험X66517.920.943.015.82.42.6보상형경험O1,31014.719.637.624.73.42.8광고경험X69016.721.639.719.72.32.7바이럴경험O1,62714.620.537.623.83.42.8광고경험X37318.819.641.319.01.32.6PPL경험O1,45615.719.736.324.53.82.8광고경험X54414.521.943.818.81.12.7네이티경험O1,32515.421.136.024.13.52.8브광고경험X67515.418.842.820.72.22.8※응답자BASE:인터넷모바일이용자/2,000명-146- (5)개인정보제공조건o인터넷모바일이용자의응답을살펴보면/,개인정보제공여부결정시필요한절차로순위기준정보수집에대한충분이1`"30.3%로가장높게나타났고,1~2순위중복응답의경우불필요하거나잦은광고`수신방지에대한약속"(38.8%),`개인정보수집에대한충분한설명및사전동의"(38.7%)등에서높게나타남[그림3-3-4-5개인정보제공여부결정시필요한절차순위](1/1+2순위)o성별로살펴보면1+2순위기준남자는불필요하거나`잦은광고수신방지에대한약속"(41.1%)이가장높게나타났으며,여자는개인정보`수집에대한충분한설명및사전동의"(29.1%),`정보수집자인터넷서(비스사업자의개인정보보호에대한강력한)의지"(38.3%)에대해가장높은응답을나타남o연령대별로살펴보면1+2순위기준30대이하에서`불필요하거나잦은광고수신방지에대한약속의응답이가장높게나타났으며",40대이상으로는개인정보수집에대한충분한`설명및사전동의에"대한응답이가장높게나타남-147- [표3-3-4-5개인정보제공여부결정시필요한절차순위](1/1+2순위)(단위:%)개인정보불필요정보수집자개인수집에하거나개인정보보식별정보를대한잦은사호에대한수집하지충분한광고수신구분례강력한않겠다는설명및방지에수의지약속사전동의대한약속11+211+211+211+2순위순위순위순위순위순위순위순위전체2,00030.338.717.035.019.038.813.330.3이용인터넷1,00018.336.931.240.318.235.912.231.0경험모바일1,00019.640.729.437.015.834.114.329.5남자1,03431.439.016.835.420.741.112.028.2성별여자96629.138.317.234.617.136.314.632.420대미만40831.638.012.727.223.546.814.734.120대31030.636.816.835.219.741.618.138.7연령30대35727.234.721.638.918.540.610.429.140대40434.743.814.134.717.837.112.627.550대이상52127.839.019.638.616.130.911.725.1검색경험O1,86030.138.416.834.819.339.213.330.5광고경험X14032.941.419.337.114.333.612.126.4배너경험O1,75830.738.617.435.318.638.813.330.5광고경험X24227.339.314.033.121.538.812.828.5동영상경험O1,66330.538.517.134.618.639.313.730.9광고경험X33729.439.516.336.820.836.211.027.0SNS경험O1,33530.238.517.436.020.040.013.631.2광고경험X66530.538.916.233.116.836.412.628.3보상형경험O1,31030.237.617.034.819.540.114.032.1광고경험X69030.640.617.035.417.836.411.926.8바이럴경험O1,62730.338.716.734.719.540.113.430.3광고경험X37330.338.318.236.216.633.212.630.0PPL경험O1,45629.838.017.234.918.840.114.031.1광고경험X54431.640.416.535.319.535.311.227.9네이티경험O1,32529.938.116.935.518.638.814.431.8브광고경험X67531.139.717.233.919.638.811.027.3<계속>-148- [표3-3-4-5]개인정보제공여부결정시필요한절차순위(1/1+2순위)(단위:%)개인정보보개인정보보개인정보제호를위한호를위한공에대한사기타기술적법・제도적부가적혜택구분례보호장치보호강화제공수11+211+211+211+2순위순위순위순위순위순위순위순위전체2,0008.325.09.223.83.08.5-0.1이용인터넷1,0008.125.29.622.82.47.9--경험모바일1,0008.524.78.824.83.69.1-0.1남자1,0347.124.48.721.83.310.1-0.1성별여자9669.625.69.726.02.76.8--20대미만4088.124.06.120.63.29.3--20대3106.521.65.818.12.67.7-0.3연령30대35710.626.99.023.52.86.2--40대4048.924.59.224.02.78.4--50대이상5217.526.713.829.83.510.0--검색경험O1,8608.124.79.423.63.08.7-0.1광고경험X14010.728.67.126.43.66.4--배너경험O1,7588.124.58.923.63.08.7-0.1광고경험X2429.928.111.225.23.37.0--동영상경험O1,6638.124.59.023.42.98.7-0.1광고경험X3379.227.310.125.83.37.4--SNS경험O1,3358.124.07.922.22.88.0-0.1광고경험X6658.726.811.727.13.39.5--보상형경험O1,3107.923.48.423.13.18.9-0.1광고경험X6909.128.010.725.22.97.7--바이럴경험O1,6277.924.19.223.23.18.9-0.1광고경험X37310.228.79.426.52.77.0--PPL경험O1,4568.324.59.023.13.08.2-0.1광고경험X5448.326.39.725.63.19.2--네이티경험O1,3257.923.79.324.02.98.0-0.1브광고경험X6759.027.49.023.43.19.5--※응답자BASE:인터넷모바일이용자/2,000명-149- 2)네이티브광고(1)경험o인터넷모바일이용자의응답을살펴보면/,광고인지정보인지구분이안되는게시물을경험한비율이62.2%로나타났으며,37.8%가경험이없는것으로나타남[그림3-3-4-6광고인지]정보인지구분이안되는게시물경험o성별로는남자60.9%,여자63.6%가경험이있는것으로나타남o연령대별로는연령이낮을수록광고인지정보인지구분이안되는게시물에대한경험비율이높은것으로나타남o광고별로는모든광고별경험자에서60.0%이상의경험비율을나타났으며비경험자는,모든광고별에서경험이보상형광고만51.0%로경험이있는것으로나타남-150- [표3-3-4-6광고인지정보인지구분이안되는게시물경험](단위:%)구분사례수있음없음전체2,00062.237.8인터넷1,00061.138.9이용경험모바일1,00063.336.7남자1,03460.939.1성별여자96663.636.420대미만40866.933.120대31064.835.2연령30대35761.338.740대40460.939.150대이상52158.541.5경험O1,86064.335.7검색광고경험X14034.365.7경험O1,75865.834.2배너광고경험X24236.064.0경험O1,66367.432.6동영상광고경험X33736.563.5경험O1,33570.629.4SNS광고경험X66545.454.6경험O1,31068.131.9보상형광고경험X69051.049.0경험O1,62767.632.4바이럴광고경험X37338.661.4경험O1,45668.831.2PPL광고경험X54444.555.5네이티브경험O1,32572.028.0광고경험X67543.057.0※응답자BASE:인터넷모바일이용자/2,000명-151- (2)인식o인터넷모바일이용자의응답을살펴보면광고인지정보인지구분안/,되는게시물에대한인식으로부정부정(1+2+3)이60.3%,긍정긍정(5+6+7)18.9%로부정적인비율이긍정비율보다더높게나타남[그림3-3-4-7광고인지정보인지구분안되는게시물에대한인식]o성별로는남자는부정부정(1+2+3)이58.5%로나타났으나여자는부정,(부정1+2+3)이62.4%로남자보다더높게나타남o연령대별로는연령이높아질수록긍정긍정(5+6+7)비율이높아지는것으로나타남o광고별로는경험자의경우검색광고(22.3%),배너광고(22.1%),동영상광고(22.3%),보상형광고(21.6%),PPL광고(22.2%),네이티브광고(22.5%)는부정이가장높게나타났으며3,SNS광고(21.7%),바이럴광고(22.1%)는부정이가장높게나타남o비경험자의경우는SNS광고(27.2%),보상형광고(23.3%),바이럴광고(24.3%)는부정이가장높게나타남3-152- [표3-3-4-7광고인지정보인지구분안되는게시물에대한인식](단위:%)구분사례수부정23보통56긍정평균전체1,24421.117.122.120.712.85.20.93.1이용인터넷61121.916.522.721.311.54.71.33.0경험모바일63320.417.721.520.214.15.7.53.1남자63022.115.421.020.813.85.61.43.1성별여자61420.218.923.320.711.74.90.33.020대미만27327.122.320.122.35.12.20.72.720대20125.419.418.918.911.95.00.52.9연령30대21918.713.726.516.017.46.80.93.240대24617.916.721.522.414.66.10.83.250대이상30517.413.823.322.615.46.21.33.3검색경험O1,19621.217.222.320.712.35.30.93.1광고경험X4818.814.616.720.825.04.2-3.3배너경험O1,15721.917.622.120.312.05.11.03.0광고경험X8711.510.321.826.423.06.9-3.6동영상경험O1,12122.117.822.320.112.04.90.93.0광고경험X12312.211.420.326.820.38.10.83.6SNS경험O94221.717.620.519.913.36.21.03.1광고경험X30219.515.627.223.511.32.30.73.0보상형경험O89221.017.421.620.613.05.50.93.1광고경험X35221.616.523.321.012.24.50.93.0바이럴경험O1,10022.117.421.820.712.15.10.83.0광고경험X14413.915.324.320.818.16.31.43.4PPL경험O1,00221.918.022.219.911.95.50.83.0광고경험X24218.213.621.924.416.54.11.23.2네이티경험O95422.117.322.520.112.15.00.83.0브광고경험X29017.916.620.722.815.25.91.03.2※응답자BASE:광고와정보구분이안되는게시물경험응답자1,244명-153- 5.온라인광고에대한인식1)온라인광고역할에대한인식(1)광고역할에대한이해여부o인터넷/모바일이용자의응답을살펴보면,주요검색사이트의광고로비용확보가가능한지에대해66.0%가알고있다고응답했으며`",34.0%가모르고있는것으로나타남[그림3-3-5-1주요]검색사이트의광고를통한비용확보여부인지o성별로는남자68.0%,여자63.9%가인지하고있는것으로나타남o연령대별로는20대미만64.2%,20대61.6%,30대70.6%,40대66.6%,50대이상66.4%가인지하고있는것으로나타남o광고별로는경험자는과반수이상이인지하고있는것으로나타났으나,비경험자의경우SNS광고(52.0%),보상형광고(56.1%),PPL광고(51.3%),네이티브광고(51.9%)만절반이상인지하고있는비율을보임-154- [표3-3-5-1주요검색사이트의광고를통한비용확보여부인지](단위:%)구분사례수알고있음모르고있음전체2,00066.034.0인터넷1,00064.036.0이용경험모바일1,00068.032.0남자1,03468.032.0성별여자96663.936.120대미만40864.235.820대31061.638.4연령30대35770.629.440대40466.633.450대이상52166.433.6경험O1,86067.832.2검색광고경험X14042.157.9경험O1,75869.031.0배너광고경험X24244.255.8경험O1,66370.729.3동영상광고경험X33743.057.0경험O1,33573.027.0SNS광고경험X66552.048.0경험O1,31071.228.8보상형광고경험X69056.143.9경험O1,62770.429.6바이럴광고경험X37346.953.1경험O1,45671.528.5PPL광고경험X54451.348.7네이티브경험O1,32573.226.8광고경험X67551.948.1※응답자BASE:인터넷모바일이용자/2,000명-155- (2)광고없이유로콘텐츠이용의향o인터넷모바일이용자의응답을살펴보면/,온라인콘텐츠이용시광고를접하지않고유료로이용할의향에대해77.4%는없는것으로나타났으며,22.6%는유료로사용할의향이있는것으로나타남[그림3-3-5-2온라인콘텐츠]이용시광고를접하지않고유료로사용할의향o성별로는남자24.2%,여자20.9%만이유료로이용할의향이있는것으로나타남o연령대별로는30대(29.4%),20대(27.4%),40대(23.5%),50대이상(21.3%),20대미만(13.7%)의순으로유료로이용할의향정도가높은것으로나타남o광고별로는모든광고별에서23.0%미만이유료로사용할의향이있는것으로나타남-156- [표3-3-5-2온라인콘텐츠이용시광고를접하지않고유료로사용할]의향(단위:%)구분사례수있음없음전체2,00022.677.4인터넷1,00023.176.9이용경험모바일1,00022.177.9남자1,03424.275.8성별여자96620.979.120대미만40813.786.320대31027.472.6연령30대35729.470.640대40423.576.550대이상52121.378.7경험O1,86022.777.3검색광고경험X14020.779.3경험O1,75823.077.0배너광고경험X24219.480.6경험O1,66323.876.2동영상광고경험X33716.983.1경험O1,33526.473.6SNS광고경험X66515.085.0경험O1,31024.775.3보상형광고경험X69018.681.4경험O1,62723.876.2바이럴광고경험X37317.282.8경험O1,45624.975.1PPL광고경험X54416.483.6네이티브경험O1,32526.273.8광고경험X67515.684.4※응답자BASE:인터넷모바일이용자/2,000명-157- 2)광고차단소프트웨어에대한인식(1)광고차단소프트웨어이용경험o인터넷모바일이용자의응답을살펴보면/,온라인서비스이용시광고차단프로그램활용경험이없다는비율이72.5%로나타났으며,27.5%는사용경험이있는것으로나타남[그림3-3-5-3]온라인서비스이용시광고가보이지않도록하는광고차단프로그램활용경험o성별로는남자29.2%,여자25.7%는경험이있는것으로나타남o연령대별로는20대미만22.5%,20대33.2%,30대31.9%,40대28.5%,50대이상24.2%가경험이있는것으로나타남o광고별로는경험자비경험자모두온라인서비스이용시광고차단,프로그램을활용한경험이없다는비율이있다는비율보다높게나타남-158- [표3-3-5-3온라인]서비스이용시광고가보이지않도록하는광고차단프로그램활용경험(단위:%)구분사례수있음없음전체2,00027.572.5인터넷1,00026.973.1이용경험모바일1,00028.171.9남자1,03429.270.8성별여자96625.774.320대미만40822.577.520대31033.266.8연령30대35731.968.140대40428.571.550대이상52124.275.8경험O1,86028.171.9검색광고경험X14019.380.7경험O1,75828.371.7배너광고경험X24221.578.5경험O1,66329.270.8동영상광고경험X33719.380.7경험O1,33532.467.6SNS광고경험X66517.682.4경험O1,31030.669.4보상형광고경험X69021.678.4경험O1,62729.970.1바이럴광고경험X37316.983.1경험O1,45630.469.6PPL광고경험X54419.980.1경험O1,32532.068.0네이티브광고경험X67518.781.3※응답자BASE:인터넷모바일이용자/2,000명-159- (2)이용의향o인터넷모바일이용자의응답을살펴보면/,광고차단프로그램활용의향여부에대해‘의향이있다’가46.5%로나타났으나,53.5%는‘의향이없다’로나타남[그림3-3-5-4]광고차단프로그램활용의향o성별로는남자48.2%,여자44.7%는경험이있는것으로나타남o연령대별로는20대미만(49.7%),50대이상(48.1%),30대(47.3%),40대(45.7%),20대(38.6%)의순으로활용경험비율이높게나타남o광고별로는경험자비경험자모두광고차단프로그램활용경험비율,이50%보다낮게나타났으나,그중네이티브광고경험자의경우광고차단프로그램활용경험이50.4%로활용경험이없는비율보다높게나타남-160- [표3-3-5-4광고차단프로그램활용의향](단위:%)구분사례수있음없음전체1,45046.553.5인터넷1,00045.154.9이용경험모바일1,00047.852.2남자73248.251.8성별여자71844.755.320대미만31649.750.320대20738.661.4연령30대24347.352.740대28945.754.350대이상39548.151.9경험O1,33748.251.8검색광고경험X11326.573.5경험O1,26048.351.7배너광고경험X19034.765.3경험O1,17849.750.3동영상광고경험X27232.467.6경험O90249.450.6SNS광고경험X54841.658.4경험O90948.451.6보상형광고경험X54143.356.7경험O1,14049.250.8바이럴광고경험X31036.563.5경험O1,01449.051.0PPL광고경험X43640.659.4네이티브경험O90150.449.6광고경험X54940.159.9※응답자BASE:인터넷모바일이용자/2,000명-161- (3)콘텐츠접근차단소프트웨어이용의향o인터넷모바일이용자의응답을살펴보면/,다수의콘텐츠접근이어려운경우광고차단프로그램활용의사에대해서는이용의향없음전혀(이용의향없음+이용의향없음이)33.6로나타났으며이용의향%,있음매우이용의향있음(+이용의향있음은)27.1%로나타나이용의향이없는비율이더높은것으로나타남[그림3-3-5-5]다수의콘텐츠접근이어려운경우광고차단프로그램활용의향o성별로는이용의향없음전혀이용의향없음(+이용의향없음의)비율이남자는31.0%,여자는36.4%로여자비율이남자비율보다높은것으로나타남o연령대별로는20대미만에서전혀이용의향없음이21.6%로타연령대비높게나타남o광고별로는이용의향없음전혀이용의향없음(+이용의향없음)의비율이이용의향있음매우이용의향있음(+이용의향있음)비율보다높은것으로나타남-162- [표3-3-5-5]다수의콘텐츠접근이어려운경우광고차단프로그램활용의향(단위:%)전혀매우이용이용이용이용구분사례수의향보통의향평균의향의향없음있음없음있음전체2,00015.917.739.421.85.32.8이용인터넷1,00016.716.938.821.95.72.8경험모바일1,00015.118.439.921.74.92.8남자1,03415.016.040.822.55.72.9성별여자96616.919.537.821.04.92.820대미만40821.619.436.514.58.12.720대31015.516.841.322.93.52.8연령30대35713.719.637.823.55.32.940대40415.615.640.324.83.72.950대이상52113.417.140.723.45.42.9검색경험O1,86015.718.038.522.35.52.8광고경험X14018.613.650.015.02.92.7배너경험O1,75816.417.638.122.55.32.8광고경험X24212.417.848.316.55.02.8동영상경험O1,66317.017.437.522.16.02.8광고경험X33710.419.048.420.22.12.8SNS경험O1,33516.616.837.123.26.42.9광고경험X66514.619.443.918.93.22.8보상형경험O1,31017.217.437.222.75.62.8광고경험X69013.518.143.520.14.82.8바이럴경험O1,62716.317.938.022.35.42.8광고경험X37314.216.445.019.64.82.8PPL경험O1,45617.018.536.321.96.32.8광고경험X54412.915.447.421.52.82.9네이티경험O1,32516.817.836.822.46.22.8브광고경험X67514.217.344.320.63.62.8※응답자BASE:인터넷모바일이용자/2,000명-163- (4)유로콘텐츠이용시광고차단프로그램이용의향o인터넷모바일이용자의응답을살펴보면/,콘텐츠를유료로활용해야하는경우광고차단프로그램활용의향여부에대해이용의향없음전혀(이용의향없음+이용의향없음이)47.8%,이용의향있음매우이(용의향있음+이용의향있음은)19.5%로나타나이용의향이없는편인것으로나타남[그림3-3-5-6]콘텐츠를유료로활용해야하는경우광고차단프로그램활용의향o성별로는이용의향있음(매우이용의향있음+이용의향있음의)비율이남자는21.1%여자는17.6%인것으로남자의이용의향이여자보다높은것으로나타남o연령대별로는의향있음(매우이용의향있음+이용의향있음의)비율이30대에서26.0%로가장높게나타났으며,이용의향없음전혀(이용의향없음+이용의향없음의)비율은20대미만에서58.8%로가장높게나타남o광고별로는보상형광고경험자가전혀이용의향없음이27.3%로타광고대비가장높게나타남-164- [표3-3-5-6]콘텐츠를유료로활용해야하는경우광고차단프로그램활용의향(단위:%)전혀매우이용이용이용이용구분사례수의향보통의향평균의향의향없음있음없음있음전체2,00025.722.132.815.24.32.5이용인터넷1,00027.321.730.715.25.12.5경험모바일1,00024.022.534.915.13.52.5남자1,03425.420.832.616.24.92.5성별여자96625.923.533.014.03.62.520대미만40837.521.327.010.33.92.220대31020.621.038.715.54.22.6연령30대35721.021.031.919.66.42.740대40422.821.834.916.64.02.650대이상52124.824.432.814.63.52.5검색경험O1,86025.722.232.515.14.52.5광고경험X14025.021.436.415.71.42.5배너경험O1,75826.222.531.914.94.42.5광고경험X24221.519.039.316.93.32.6동영상경험O1,66326.922.231.015.24.72.5광고경험X33719.321.741.814.82.42.6SNS경험O1,33526.420.131.816.35.42.5광고경험X66524.226.034.912.82.12.4보상형경험O1,31027.321.930.915.14.82.5광고경험X69022.622.536.415.23.32.5바이럴경험O1,62725.622.232.215.44.62.5광고경험X37326.021.435.414.22.92.5PPL경험O1,45626.322.032.414.35.02.5광고경험X54423.922.433.817.52.42.5네이티경험O1,32525.621.732.515.25.02.5브광고경험X67525.823.033.315.03.02.5※응답자BASE:인터넷모바일이용자/2,000명-165- 제4장온라인광고에대한효과성분석제1절광고효과성분석1.광고목적별광고매체충족도광고주()o온라인광고집행광고주의응답을살펴보면,즉각적인반응`",`브랜드홍보및상품정보안내",`매출연계성등가지목적"8에대한충족도에서광고매체중온라인광고의충족도가가장높게나타남[그림4-1-1-1]광고목적별광고매체충족도[표4-1-1-1광고목적별광고매체충족도](단위점:)브랜드자유즉각적홍보광고에광고매출타겟로운고객구분인및대한요금의연계성도달성광고관리반응상품정몰입도적절성표현보안내인터넷/PC3.53.53.43.43.33.23.12.8광고모바일광고3.43.33.33.13.13.13.02.8방송광고3.13.53.22.93.02.83.42.5인쇄광고2.32.62.42.42.52.32.32.4옥외광고2.22.62.42.42.42.32.42.3※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-166- 2.광고목적별온라인광고유형적합도광고주(vs사업체)1)광고주o광고목적별적합한온라인광고유형은고객관리`",`타겟도달",`즉각적반응",`자유로운광고표현등광고이용자반응과관련된목적에는"`SNS광고로나타났으며",`매출연계",`광고요금적정성등예산과관"련된목적은검색광고가적합하다고나타남`"[그림4-1-2-1]광고목적별온라인광고유형적합도-167- [표4-1-2-1광고목적별온라인광고유형적합도](단위:%)브랜드홍보자유로즉각적광고매출및고객관타겟운광고구분인요금연계성상품정리도달성광고몰입도반응적정성보표현안내검색47.232.230.027.817.210.612.835.6광고배너16.121.718.920.612.811.112.816.1광고SNS광고13.318.932.826.728.328.320.019.4바이럴7.810.07.86.16.715.65.06.7광고동영상4.410.62.87.825.026.739.48.9광고PPL광고3.93.90.02.83.92.23.32.2보상형2.80.63.93.33.30.61.71.7광고네이티2.20.60.62.81.12.83.31.1브광고기타2.21.73.32.21.72.21.78.3※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-168- 2)사업체o광고주가꼽은온라인광고목적별광고유형적합도를살펴보면일부목적에서SNS광고의적합도가높게나온반면사업체는검색광고,`",`배너광고",`동영상광고의적합도비중이높은차이점을보임"[그림4-1-2-2]광고목적별온라인광고유형적합도-169- [표4-1-2-2광고목적에적합한광고유형](단위:%)브랜드자유로홍보매출고객타겟즉각적운광고요금구분및연계관리도달성반응광고몰입도적정성제품표현안내검색49.52417.51613.85.26.526.5광고배너18.825.529.525.814.212.39.232.6광고SNS광고8.619.16.513.531.136.350.58.6바이럴88.618.223.718.524.915.411.7광고동영상1.50.37.44.911.70.61.24.6광고PPL광고5.510.511.76.55.28.66.86.5보상형3.45.23.11.83.13.741.5광고네이티3.76.22.541.84.95.23.1브광고기타0.90.63.73.70.63.41.24.9※응답자BASE:국내온라인광고사업체357개사-170- 3.광고매체별신뢰도관심도구매영향력이용자//()o인터넷모바일이용자의응답을살펴보면광고매체의신뢰도관심/,,도제품,및서비스구매이용결정영향에있어서는방송광고에대/`"한긍정적인응답이가장높아광고주사업체가생각하는부분과다,/소차이점이있음[그림4-1-3-1]광고매체의신뢰도관심도이용도,,[표4-1-3-1광고매체의신뢰도관심도구매영향력]//(단위점:)제품및구분사례수신뢰도관심도서비스구매이용도/온라인광고2,0002.93.03.1방송광고2,0003.23.23.2인쇄광고2,0003.12.92.9옥외광고2,0003.02.82.8※응답자BASE:인터넷모바일이용자/2,000명-171- 제5장온라인광고동향심성욱한양대학교광고홍보학과교수()제1절들어가는말2016년광고시장을전망할수있는주요지표들을살펴보면다음과같다한국은행은국내경기가.1/4분기부진에서벗어나개선흐름을보이고있으나,7월경제성장률전망치를2.9%에서2.7%로낮췄다그원인으.로는하반기대내외불확실성증대등으로기존의성장세를이어가지못하고,소폭감소에그칠것으로예상되고있기때문이다한국은행.(,2016).현대경제연구원(2016)에따르면경제성장률은전년동기대비기준경제성장률의상승세가지속되고있으나그성장률은미약할것으로보고,있다전년동기대비기준경제성장률은.2015년분기22.2%저점을기준으로지속적인상승추세를보이며,4분기에는3%대에진입할것으로보고있다.IMF는경제성장률전망치를2016년월기준4,2016년월전망치12.9%에서2.7%로내렸다.IMF는하락의대표적원인으로중국의수입수요,둔화를꼽았으며금융불안확대와자산,·원자재가격하락등으로세계경제회복세가약화될것으로예상했다.(‘16년성장률3.2%로월1전망대비0.2%p하향).선진국의성장률에대해서는전년과유사한완만한성장률을전망했지만,고령화생산성감소양적완화에따른부채증가등,,으로잠재성장률은감소할것으로보고있다.구체적으로는미국과유로존은완만한성장을할것으로일본은성장세가미약할것으로보았다,.신흥국또한원자재수출국과중국의성장둔화등으로완만한성장을기록,할것이라고전망했다.좀더구체적인광고시장현황을살펴보기에앞서국내경제상황을,-172- 분석해볼필요가있다.우선우리나라,GDP성장률추이를보면2.0%후반내외이며한국은행은2016년하반기에올해경제성장률기존전망치(2.8%,`16.4월대비하여)0.1%p하향조정한2.7%로전망했다이러한원.인의다양한배경을살펴보자면다음과같다먼저브렉시트.,(Brexit)등대내외불확실성증대와기업구조조정본격화가성장률전망치하향조정의주된요인으로작용하고있다.두번째부문별로는민간소비와건설,투자는증가세를보이는가운데설비투자는감소할것으로,예상하고있다구체적으로민간소비는.`16년2/4분기중상당폭반등하였으나하,반기에는완만한증가세를보이며2.3%증가를예상하고있고건설투자의,경우지난해주택착공호조에힘입어주거용건물을중심으로6.7%증가할것으로예상하고있다반면설비투자의경우.,기업구조조정브렉시,트등으로기업경영환경의불확실성이증대되어2.1%감소할것으로예상하고있다.2016년중성장에대한지출부문별기여도를보면내수기여도가수출기여도를상회할것으로전망하고있다.내수의순성장기여도는2.4%,수출기여도는0.3%로예상하고있다.한편유가하락에따른교역조건개선으로국내총소득(GDI)증가율(3.6%)이GDP성장률(2.7%)을상회할것으로전망하고있다한국은행(,2016).2015년광고시장을파악할수있는주요변인들은다음과같다한국은.행은월에경제성장률7전망치를3.1%에서2.8%로낮췄다그원인으로는.수출부진과중동호흡기증후군메르스()확산의영향을반영한것이었다.한국은행은월기준금리는연61.5%로동결해서지난월기준금리를5최저수준으로내린효과가우리나라경제에반영되는지를보고자했다.국제통화기금(IMF)이2015년우리나라의경제성장률전망치를대폭하향조정한것으로나타났다.IMF는4월14일발표한세계경제전망"(WorldEconomicOutlook)"에서2015년한국의경제성장률을지난월발표1(3.7%)보다0.4%포인트내려간3.3%로전망했다그이유는가계와."기업의기대심리저하로성장모멘텀이다소약화되고있다는것이었다이수치는우리나".-173- 라의경제성장이세계경제성장률을밑돌것으로예상한것이다세계경제.성장률전망치는3.5%선진국(2.4%,신흥개도국4.3%)로지난번발표와같은수준을유지했다주요국중일본은.0.6%에서1.0%로독일은1.3%에서1.6%로프랑스는0.9%에서1.2%로스페인은2.0%에서2.5%로인도는6.3%에서7.5%로성장률전망치가오히려상향조정됐다중국은.6.8%,영국은2.7%로지난번과같은수준을유지했다.반면우리나라를비롯해미국은3.6%에서3.1%로러시아는-3.0%에서-3.8%로브라질은0.3%에서-1.0%로성장률전망치는하향조정됐다.IMF는우리나라의2016년경제성장률전망치도3.9%에서3.5%로내렸다.반면세계경제성장률전망치는3.7%에서3.8%로높여년연속으로한국2이세계평균을밑돌것으로내다보고있다.향후세계경제에대해서도"미국은견조한성장유럽과일본은점진적회복세를,보이겠지만신흥국은원유수출국중국중남미국가의성장둔화로중기성장기대가감,,소하고있다고진단하고있다뉴시스"(,2015).국내경제상황을세부적으로살펴보면우리나라,GDP성장률추이는보면2%내외이며한국은행,(2015)은글로벌경기개선으로2016년에는성장률3.3%가되면서경기회복을보일것이라고밝혔다그림([5-1]참조).GDP성장률및수출내수의순성장기여도·GDI증가율및GDP성장률[그림5-1]GDP성장률과GDI증가율<출처>한국은행(2016).2016년하반기경제전망.2016년월714일-174- 공보2016-7-8호.아래표[3-1]에서보듯이전제GDP성장은2015년2.6%,2016년2.7%으로보고있으며세부적으로는민간소비분야에서2015년2.2%,2016년2.3%로나타났다상품수출은.2015년0.5%,2016년0.3%로나타나성장은적을것이라예상하고있다한편민간소비분야에서뚜렷한증.,가세가보이지않기때문에2016년광고산업이성장하는것에제한이있다.[표5-1]GDP경제성장전망(전년동기대비,%)2015년2016년2017년구분연간상반기하반기연간상반기하반기연간GDP2.63.02.42.72.63.12.9민간소비2.22.71.92.32.02.32.2설비투자5.3-3.6-0.6-2.14.52.13.2지식재산생산물투자1.51.61.51.51.72.62.1건설투자3.910.13.96.72.33.63.0상품수출0.50.11.70.93.12.22.6상품수입2.00.60.10.33.01.12.1<출처>한국은행(2016).2016년하반기경제전망.2016년월714일공보2016-7-8호.한편,2016년11월25일한국은행에따르면,11월소비자심리지수(CCSI)는95.8%로세계금융위기였던,2009년월494.2%이후년개월77만에가장낮은수치로나타났다이러한수치에따르면국민의소비심.,리가부정적으로나타나2017년의경제상황도나아질수없을것으로전망된다.(중앙일보,2016에서재인용).-175- [그림5-2]소비자심리지수추이<출처>중앙일보(2016).[그림5-3]GDP전망경로-176- 제2절해외광고시장현황eMarketer(2016a)에의하면글로벌광고비성장이둔화된것으로나타났다매년전세계광고비성장은.6.0%정도에머무를것으로예상하고있다.2016년전세계광고비는천백542십억불정도에이르러5.7%정도성장한것으로보고있다이는.2015년예상한5.0%보다는다소높게성장한수치이다.(단위십억불조천억원(12))[그림5-4]광고비종합2014-2019<출처>eMarketer,March2016.-177- 2016년광고비는분기별이벤트에의해영향을받을것으로보았다예를.들어미국대선과리오,하계올림픽으로인해긍정적효과가있을것이라보았다.(단위십억불조천억원(12))[그림5-5]종합광고비2014-2020<출처>eMarketer,March2016.eMarkter는미디어환경이전보다더복잡해질것으로예상했다그원인.으로는변화가심한글로벌시장을꼽았다미디어의다양성과세계적이벤.트의영향력에따라광고비의변화가일반화된것으로보았다한편.,Statista(2016f)는전세계디지털광고비는2018년252.02십억불에이를것이라예측했다.1.미국시장Statista(2016a)자료에의하면미국의경우그동안,TV와디지털광고비비율이비슷했지만,2017년에는디지털광고비가TV를앞설것으로보고있다.2016년에는TV37.3%,디지털34.4%,라디오7.8%,잡지7.4%,신문7.1%,옥외3.8%,디렉토리2.2%등이며,2017년에는TV는36.3%,디지털37.0%,라디오7.4%,잡지7.1%,신문6.5%,옥외3.7%,디렉토리2.0%등으로나타났다.파란색(TV,검정색디지털회색라디오빨간색잡지연두색:,:,:,:신문노란색옥외보라색디렉토리,:,:)-178- [그림5-6]2010-2019미국매체별광고비비율출처:Statista(2016a).(단위십억불조천억원(12))[그림5-7]미국전체매체광고비점유율<출처>eMarketer,March,2016.2016년미국광고는전통광고매체와디지털광고매체간의비율이점점비슷해질것이다유료광고비가.5.1%성장한다하더라도TV나라디오같은전통매체광고비는하락함으로써성장은둔화될전망이다미국전체광고비는.약천백십억불로예상되며미국대선이나리우하계올림픽으로인해192,-179- 부분적으로영향을받을것으로전망되고있다(eMarketer,2016b).(단위십억불조천억원(12))[그림5-8]미국TVvs디지털광고비비교2015-2020<출처>eMarketer,Sep2016.앞서살펴본것처럼미국에서는디지털광고비가,TV광고비를앞서가기시작했다.2016년말이면미국디지털광고비는약백십억불이며,72TV는백7십억불정도로예상되었다디지털광고비가미국매체광고비의.36.8%,TV는36.4%정도일것으로예측되었다아래그림에서나타나듯디스플레이.광고가백십억천백만불로배너3456,14.38십억불비디오,10.30십억불,리치미디어7.97십억불스폰서쉽,1.90십억불검색광고가,33.28십억불이다.-180- (단위십억불조천억원(12))[그림5-9]2016년포맷별미국디지털광고비<출처>eMarketer,Sep2016.디지털광고시장이성장하는이유는모바일과비디오광고때문이다모.바일광고비는2016년에45.0%성장하여45.95십억불에이를전망이다디지.털광고시장의성장에따라전체광고비중은더증가할전망이다.2019년미국의모바일광고는전체광고비에서1/3를차지할전망이다구글의모바.일광고강자로서의역할은미래에도지속될전망이다구글은모바일광고.시장의32.0%차지하고있으며,페이스북이22.1%을차지할것이다(eMarketer,2016b).-181- 2.중국시장eMarketer(2016c)에의하면중국은경제적둔화에도불구하고광고비는2016년78.35십억불로예상되고있다이와같은성장은디지털광고비의상.승때문이다디지털광고비가.40.42십억불이며,이수치는전년보다30.0%성장한수치이다.2020년에는83.59십억불일것으로예상되고있다.(단위십억불조천억원(12))[그림5-10]중국전체매체광고비,2014-2020중국도전통적인매체에서디지털매체로이동하고있다.TV광고비는24.2%에머물것이며이수치는디지털광고비비율의1/2도안되는수치이다한편.,신문광고비는7.0%에머무를전망이다.-182- (단위십억불조천억원(12))[그림5-11]중국의디지털과모바일광고비,2014-2020<출처>eMarketer,March2016.중국의소비자도미디어이용형태가모바일로이동하면서모바일비디오광고가급격히성장하고있다모바일비디오광고가디지털비디오광고의.55.0%를차지하여,2016년에는3.09십억불일것으로전망된다.2020년에는모바일비디오광고는전체디지털광고의73.0%를차지할것으로예상되며9.15십억불이될것으로전망된다모바일디바이스에서볼수있는디스플레.이와검색광고비도증가하여디스플레이광고는14.54십억불검색광고는,10.96십억불이될것으로전망했다.(eMarketer,2016c).한편,Statista(2016b)에의하면2012-2018년까지디지털광고비를예상하면서,2018년디지털광고비는29.23십억불에이를것으로보고있다.-183- (단위십억불조천억원(12))[그림5-12]2012-2018중국디지털광고비출처:Statista(2016)중국은세계에서두번째로큰광고시장으로81.8십억불에이를것으로보고있다중국은두자리.수경제성장을하고있으며,2016년광고시장은5.7%성장할것으로보고있다매체적측면에서.TV는중국의주요매체이며2016년기준53.4%를차지하고있다하지만디지털광고와지속적으로.경쟁하며2010년이후매년1-2%씩TV광고비가감소하고있다디지털광고는.중국의두번째큰매체로2016년전체광고비의25.0%를차지했다디지털.광고는2016년기준25.9%성장을보였고,2017년에는21.4%의성장을보일것으로전망된다.(Carat,2016).-184- 3.일본시장일본의광고비는해마다3.0%내외성장률을나타내고있으며,2016년은전년대비2.9%성장한37.04십억불로예상되었다일본에서도마찬가지로.디지털광고가9.0%상승하여9.50십억불이될것으로예상된다그중에서.거의절반인48.0%가모바일광고일것으로예상된다디지털광고비의.증가는예상했던것보다다소주춤한편이지만매년,6.0%성장하면서12.63십억불이되었으며유료광고비의,30%가디지털광고였다모바일은디지털광고.비의비중이커지면서2014년에1/3에이르렀다.2016년에는거의절반을차지하며2020년3/4에이를것으로전망된다.(eMarketer,2016d).한편,Carat(2016)에서나온자료에의하면일본의광고시장은2016년2017년각각1.8%,1.2%성장할것으로전망되었고전세계광고비의,10.3%를차지할것으로예상했다.Carat(2016)은다양한거대이벤트를이유로2016년일본의광고비가56.2십억불에이를것으로보았다리우올림픽패럴림픽러시아월드컵예선.,,경기등다양한이벤트가일본의광고비를상승시킬것으로예상했다하지.만일본의경기침체,2019년소비세인상연기등으로2016년하반기의전망이예상을벗어날가능성이있어앞으로어떤결과가있을지귀추가주목되는상황이다.-185- (단위십억불조천억원(12))[그림5-13일본전체매체광고비와디지털과모바일]광고,2014-2020Emarketer자료와광고비가차이가나지만Statista(2016)의하면일본광고,비는2015년41.56십억불,2016년42.09십억불로나타나고있다.-186- (단위십억불조천억원(12))[그림5-14]일본광고비지출,2011-2018출처:Statista(2016c)(단위십억불조천억원(12))[그림5-15]일본디지털광고비,2012-2018출처:Statista(2016d)-187- 2015년-2020년일본의모바일인터넷광고비는다음의그래프를보는것처럼2016년3.3십억불,2018년4.7십억불까지성장할것으로보았다.(단위십억불조천억원(12))[그림5-16]일본의모바일인터넷광고비,2015-2020출처:Statista(2016e)2015-2020년일본의모바일앱인게이지먼트광고는2016년6.9십억엔,2020년35십억엔까지늘어나모바일광고에서점점인게이먼트를늘리는광고가더욱성장할것으로예상되었다.(eMarketer,2016e).일본의미디어시장을살펴보면다음과같다먼저.,TV는2016년31.0%를차지하여일본의광고비위를차지할것이다1.2015년의1.2%감소가다소회복되면서2016년2.0%,2017년1.8%성장하여2017년에는18십억불일것이라전망했다디지털광고비는두번째로광고비가많은매체로써.2016년9.0%성장할것이며2017년8.0%성장할것으로전망했다다른나라와같이.디지털광고는일본광고비성장에주요역할을할것으로전망되어2017년에는12.2십억불이될것이라전망된다.(Carat,2016).-188- (단위십억엔(100억원))[그림5-17]일본의모바일인터넷광고비,2015-2020<출처>eMarketer,April2016.4.전망여러광고비관련보고서에따르면전세계광고비의전망은2020년까지대체적으로긍정적으로전망된다.eMarketer는광고시장이2020년에674.24십억이될것으로전망했고매년마다,5.0%나6.0%가성장할것으로보고있다.하지만성장은경제적성장과광고성숙도에따라시장마다다를것으로예상된다이번조사에서한국광고비는.2016년0.7%감소와2017년1.5%증가로나타나성장률이다소주춤할것으로전망된다.한국경제전망은긍정적이지않다.KDI보고서(2016)는우리경제는내수가건설투자를중심으로완만하게증가하지만수출부진이지속되면서,2016년과17년에2.0%대중반의성장률을기록할전망하고있다.2016년의경우세계경제성장세둔화로인해수출과설비투자가부진하지만,작년하반기이후지속된양호한주택분양으로건설투자가확대되면서2015년과유사한성장세를보일것으로전망되고있다.2017년에는건설투-189- 자증가세가점차축소되지만세계경제가완만하게회복됨에따라2016년과비슷한성장세를유지할것으로예상하고있다그리고민간.소비는저금리⋅저유가등소비여건이개선됨에도불구하고기대수명연장등구조적,요인이소비확대를제약함에따라2016년과2017년에2015(2.2%)년과유사한증가율각각(2.2%,2.3%)을나타내며경제성장률을하회할것으로전망하고있다이런관점에서민간소비가크지않기때문에광고비가증가할.,것으로예상되지않는다.중앙일보(2016)에따르면개월전과현재의경기상황을비교하는현6재경기판단지수는60으로한달전보다12포인트급락했고,6개월뒤의전망을나타내는향후경기전망지수도16포인트폭락한64로나타났다.취업기회전망지수도11포인트하락한68에그친것으로나타났다가계.수입전망지수·임금수준전망지수·소비지출전망지수등도모두하락한것으로나타났다.한편물가는상승가계부채는증가할것으로전망됐다,,.‘소비절벽’이예상보다오래지속되면2%대초반까지점쳐지는내년경제성장률은더떨어질가능성이있다고예상했다중앙일보.(,2016).이러한내외적악화된경제적상황이광고산업에부정적으로영향을미칠것이라전망된다.한국의미디어관점에서는매체가다양해지고있지만전체광고비의상승이없기때문에제로섬게임에서매체별로성장과하락이명확하게보이게될것이다지상파.TV는계속하락할것으로보이며신문잡지등인,,쇄매체는더욱감소할가능성이크며종편의경우시청율이전반적,으로상승하면서광고비의소폭증가가예상되고또한세계적인추세처럼디,지털광고비의상승폭은클것으로예상된다특히모바일광고비는전세.계와마찬가지로모바일매체의사용량이더욱증가하면서상승폭이더욱클것으로예상된다.-190- 제3절2017온라인광고의트렌드이수범인천대학교신문방송학과교수()1.온라인광고의시대급변하는미디어환경속에서지상파광고의몰락과온라인광고의급성장에대한이야기는수없이많이다루어져왔다광고비규모에대한.구체적인비용산출은기관마다차이가있지만지상파TV광고포함전통매체의광고비는축소되고인터넷모바일,,IPTV,디지털사이니지와같은스마트광고의광고비비중은증가한다는것이공통적인결론이다.최근몇년간기술의발전과수용자들의미디어이용행태의변화에힘입어현재광고시장은바야흐로온라인광고의시대라고할수있다.‘짤방’형태의짧은영상의소비몰아보기시청패턴,,CodeCutting(케이블유료방송가입을해지하고인터넷모바일로/TV를시청하는것)등의현상은수용자의미디어이용이점차온라인과모바일로집중되는현재의트렌드를반영하는것이다.본고에서는온라인광고의시대를맞아인터넷광고모바일광고,,IPTV광고디지털사이니지광고등을포함하는,2017년온라인광고트렌드의핵심키워드를살펴보고자한다이를통해온라인광고시장이급성장한.원인과배경에대해파악해보고자한다.2.2017온라인광고시장의핵심키워드1)라이프온디멘드(LifeOnDemand)와모바일온리(MobileOnly)2015년메가트렌드였던O2O(Online-to-Offline)에이어2016년의메가트렌드는바로‘온디맨드(OnDemand)’라고할수있다온디맨드란.-191- 공급이아니라수요가모든것을결정하는시스템이나전략을의미하며소비자위주로고객이원할때언제든지바로원하는서비스나재화를이용할수있도록하는시스템이다커넥팅랩(,2016).새로운서비스인것처럼보이지만사실온디맨드서비스의가장대표적인형태는바로VOD(VideoOnDemand)서비스로결코새로운개념은아니다.VOD서비스의정착과확산은소비자중심의공급이이루어지는온디맨드의확산에기여했다고볼수있다.현재대표적인온디맨드서비스사례는바로우버(Uber)이다우버는.자동차를이용하기위해소비자가모바일로서비스를요청하면공급을원하는공급자와연결되어바로자동차를이용할수있도록서비스를제공한다비슷한원리로에어비앤비는여행시숙박을원하는소비자가언.제어디서든원하는집을선택하여서비스를자유롭게이용할수있다.국내에서는카카오택시가대표적인온디맨드서비스이다소비자가어플.리케이션을통해택시기사에게요청을보내면근처에있는택시가소비자를찾아오는방식으로온디맨드서비스가제공된다온디맨드시대에.는누구나서비스를제공할수있으며누구나원하는때에서비스를소비할수있게되었고어느산업이나적용되기쉬워서비스의영역도무한대로확장되고있다커넥팅랩(,2016).온디맨드는지난해부터트렌드로자리잡아온O2O(OnlinetoOffline)와모바일온리(MobileOnly)의확장과발전이라고도볼수있다대부분의.온디맨드서비스가온라인과모바일어플리케이션을기반으로이루어지기때문이다.O2O는‘온라인에서오프라인’이라는뜻으로온라인과오프라인의서비스가결합된다방향성서비스를의미하는데O2O서비스가보다수요중심으로이루어지며생겨난개념이온디맨드서비스라고볼수있다커넥팅랩(,2016).이러한트렌드의중심에는바로모바일이용의확산이있다정보통신.정책연구원(2016)의조사에의하면,2012년대비2015년기준스마트폰보유율이급증하였다표([5-2]참조).주목할만한점은,40~60대이상에서의증가율에있다기존에.10~30대의전유물처럼여겨지던모바일이용-192- 이2015년들어40~60대이상에서도크게증가한것이다그중.‘액티브시니어(ActiveSenior)’라고불리는50~60대의증가율은50대50.5%,60대이상25.3%에달한다이러한모바일이용의확산은스마트폰하나로.무엇이든할수있는‘모바일온리(MobileOnly)’라이프스타일을만들어냈다이러한라이프스타일을기반으로모바일어플리케이션을통해.간편하게이용할수있는온디맨드서비스가빠르게대중화되었고현재온라인광고의핵심트렌드로자리잡게된것이다.[표5-2개인미디어스마트폰보유현황]()연령60대10대20대30대40대50대년도이상2012년76.0%93.5%83.7%61.9%31.4%6.8%2015년91.7%96.6%95.2%91.8%81.9%32.1%증감15.7%3.1%11.5%29.9%50.5%25.3%출처정보통신정책연구원:(2016).세대별스마트폰이용특성과영향력변화.여기에향후인공지능과기술의발전이더해진다면소비자가필요로하는서비스를추천하는것에서주문에이르기까지일괄적으로처리해주는‘모바일컨시어지(Conceirge)’로이어질가능성이크다즉모바일.,을기반으로한온디맨드서비스의연장선상에서그동안의빅테이터를분석하여개개인의니즈와수요에맞는서비스를제공하는컨시어지서비스가앞으로핵심트렌드로자리잡게될것으로예상된다커넥팅랩(,2016).이러한트렌드의변화를거치면서모바일집중현상은더욱심화될것으로보이며온라인광고시장에서도모바일을중심으로한성장이기대된다이러한상황에서단순히모바일이라는매체에광고를집행한.다는것은더이상의미가없다광고역시모바일중심으로집행되는차.원을넘어서수용자중심으로소비자의취향과소비에맞는맞춤형광고를차별화된형태로제공하는것을고민해야할것이다.-193- 2)네이티브광고(Native-Ads)동영상콘텐츠의소비증가와모바일이용의증가로인해플랫폼보다는콘텐츠자체가중요해지다보니광고의형태도점차콘텐츠와결합된형태콘텐츠의일부로서작용하는광고인네이티브광고,(Native-Ads)가새로운형태의광고로각광받고있다네이티브광고는.‘태어난곳의’라는뜻의네이티브와광고를합쳐만든신조어로웹과앱등에제공되는,콘텐츠나서비스에광고가자연스럽게녹아들어소비자에게거부감없이노출되는광고일체를말한다박하영(,2015).보는시각에따라다양한정의가존재하지만넓은의미에서보면애드버토리얼스폰서마크가붙,은기사형식의광고,페이스북과인스타그램의스폰서포스트,로고를앞세워다양한콘텐츠를풀어낸브랜디드콘텐츠(BrandedComtent)등이모두네이티브광고의일종이라고볼수있다하선영(,2015).[그림5-18]네이티브광고경험[그림5-19]네이티브광고반응출처나스미디어:(2016).2016NPR요약보고서-194- 네이티브광고가본격적으로등장한2011년이후광고시장에서네이티브광고는기존의광고회피를극복할수있는새로운광고형태로주목받기시작하였다이후지속적인관심을반영하듯.,2013년미국의네이티브광고시장은13억달러에육박하였으며,2018년에는94억달러에이를것으로전망한다이수범외(,2016).네이티브광고는현재여러광고주들에의해각광받고있는광고방식이다실제로나스미디어의조사.결과응답자의82.9%가네이티브광고를경험한적이있다고답했다그([림5-18]참조).또한네이티브광고의활성화로이미수용자들은이에익숙해져광고에노출된후해당광고에대한반응도점점적극적으로이용하는방향으로변화하고있다는것을알수있다.[그림5-19]에의하면전반적으로네이티브광고반응이증가하였고특히,2-40대에서이벤트프로모션참여등의적극적인반응을보이고있다는것을알수/있다.네이티브광고가주목받는이유는뛰어난광고효과가있다는점이다.모바일상에서수용자들이원하는콘텐츠를시간과공간에구애를받지않고소비하게되면서콘텐츠와자연스럽게융합된네이티브광고는높은광고효과를나타내었고실제뉴욕타임즈는2014년보고서를통해네이티브광고로인해광고수익이3.4%증가했다고발표한바있다양윤(직,2015).또한한국언론진흥재단이실시한네이티브광고에대한수용자인식에대한조사결과에의하면응답자의,48.7%가네이티브광고웹사이트를배너광고웹사이트(22.7%)보다선호한다고밝혔으며배너광고대신네이티브광고를게재하는것에찬성한다는응답이59.1%에달하는것으로나타났다최근온라인광고시장에서수용자들의광고회피현상은광고.시장을위축시키는주요원인으로해결해야할과제로남아있다이런.상황에서기존에협찬사실을투명하게공개하지않는광고와는다르게콘텐츠속에녹아들어가면서도협찬이나광고사실을명확하게명시하는네이티브광고는수용자들의반감이적고광고효과가높아향후무분별한광고노출로인한광고회피에대한대안이될수있다김위근(·김선-195- 호,2015).최근의트렌드와맞물려다시금각광받게된네이티브광고는콘텐츠위주의시청행태가지속되거나더욱심화되어각개별콘텐츠에맞는,더욱더자연스러운형태로발전할것이다또한네이티브광고는앞서.언급한것과같이광고주의입장에서는수익성과광고효과가높은형식의광고이며수용자입장에서는광고의피로감을줄여주면서도개인에따라유용한정보가될수있다따라서네이티브광고는온라인광고시.장에서향후주류광고형태로자리잡게될가능성이크다고예측할수있다.3)광고플랫폼으로서의디지털사이니지옥외광고는상대적으로전통적미디어에속하면서많이활용되고있는광고형태중하나이다그러나최근광고비의모바일집중현상으로옥외.광고도예외없이저성장기조에접어든상태이다하지만온라인광고가.주목을받는현재옥외광고중에서도디지털사이니지,(DigitalSignage)는향후온라인광고시장에서주목받는광고매체이자플랫폼이자광고테크놀로지의접점으로평가받으며그성장가능성을인정받고있다.디지털사이니지는공공장소와상업공간에설치되어네트워크를통해정보오락광고등의미디어서비스를제공하는콘텐츠플랫폼네트,,,,워크가결합된융복합정보매체를의미한다단단순정보를표기하는.,LED전광판등은포함되지않는다미래창조과학부(,2015).디지털사이니지광고는그정의에서도알수있듯매체간양방향콘텐츠허브수,,용자의참여를이끌어내는인터렉티브서비스가핵심이된다(DMC,2012).미래창조과학부(2015)는디지털사이니지를스마트미디어의대표분야로TV,PC,모바일에이은제의스크린으로규명하고이에대한산4업활성화방안을내놓은바있다디지털사이니지는미디어와.ICT가결합된고부가가치형미래산업임에도불구하고주요수입원인광고시-196- 장의성장세가둔화되고신수요창출이미흡하여선제적조치로법적제도적개선을하겠다는것이활성화방안의주요골자이다.[표5-3]디지털사이니지시장전망세계억($)국내조원()구분CACA20142016201820202014201620182020GRGR10.112.1HW80971161421.371.872.312.72%%디스11.96073881069.9%1.251.702.092.44플레이%SW/12.617.6202531400.150.220.300.39서비스%%광고/16.715.95271991320.360.450.690.87콘텐츠%%12.913.4합계1511932463141.872.553.313.97%%*자료:IHS("14),IDC("14),방통위(‘12),kobaco("14)등기반ETRI추정,국내는생산기준**출처미래창조과학부:(2015).디지털사이니지활성화대책안().실제로표[5-3]에따르면디지털사이니지시장의글로벌시장규모,는2014년기준약151억달러약(16.6조원규모에서연평균)12.9%성장하여2020년에는314억달러수준으로성장할것으로전망된다국내디.지털사이니지생산규모는2014년1.9조원수준으로세계시장규모의11.2%를차지하는것으로나타났다국내디지털사이니지시장또한연.평균13.4%씩성장하여2020년에는약조원규모로성장할것으로예4측된다.이러한성장세에발맞춰미래창조과학부는신시장창출등의선순환시장생태계조성중소벤처지원확대선도적기술개발지원관련법,,,제도선진화등의시장활성화전략을내세웠다행정자치부또한.기존의옥외광고물등관리법을옥외광고물등의‘’‘관리와옥외광고산업진-197- 흥에관한법률로개정하고옥외광고물을’,자유롭게설치할수있는지역을선정할수있는제도를마련하였다.‘16년12월일서울삼성동코엑2스를첫번째‘옥외광고물자유표시구역’으로선정하는등정부차원의활성화에대한시작을알렸다.디지털사이니지는크게네트워크서비스인터렉티브서비스상황인,,식기술이라는측면으로발전하고있으며이는동시에디지털사이니지가광고매체로서플랫폼으로서갖는특징이된다실제로홈플러스의,.지하철가상매장에서는스크린도어에나타난제품QR코드를모바일로인식하면주문이가능한서비스를제공하고있으며일본NEC의PanalDirector는소형카메라가장착된디지털사이니지를이용하여이용자의얼굴을인식하여대략적인나이를선출해내고그에맞는광고를노출시킨다(DMC,2012).홈플러스의지하철가상매장일본NEC의PanelDirector*출처:DMC(2012).디지털사이니지광고시장과소비자에대한이해.[그림5-20]디지털사이니지활용사례수용자와디바이스를통해직접적인상호작용이가능한양방향매체로서앞으로디지털사이니지광고가갖는가능성은무궁무진하다고볼수있다그러나아직까지모바일광고에비해주목받지못하여콘텐츠개발.이부진하며국내관련법적제도적뒷받침도부족한것이사실이다,.앞으로광고미디어와플랫폼으로서디지털사이니지의특징들을활용한-198- 다면온라인광고시장에서의새로운강자로떠오를것으로예상된다.4)N-스크린(N-Screen)시대의온라인광고온라인광고시장이모바일동영상광고에집중되고있지만수용자들의시청행태를자세히살펴보면TV와PC,모바일을동시에이용하거나TV와모바일을함께이용하는등의N-스크린(N-Screen)시청행태가증가하고있다는것을알수있다표([5-4]참조).N-스크린이란말그대로,N개의스크린을동시에활용하여콘텐츠를소비하는것을의미한다.N-스크린의초기형태는OSMU(OneSourceMultiUse)로단순하게하나의콘텐츠를여러기기에서이용할수있도록제공하는형태였다그러나이.러한형태는각매체별로이용에적합하게콘텐츠가가공되어나오는것이아니었기때문에시청에불편함이따를수밖에없었다이에대한해.결책으로현재는ASMD(AdaptiveSourceMultiDevice)를통해하나의콘텐츠를송출되는기기의특성에맞게별도가공되어제공하는형태로발전하게되었다이종근(,2011).[표5-4]N-스크린이용률변화2011년2012년2013년2014년전체이용률15.9%18.5%18.4%20.3%-기존이용자비율-6.3%10.0%12.9%-신규수용자비율-12.2%8.4%7.4%출처정보통신정책연구원:(2015).멀티미디어시대의스크린이용N.이는비록TV광고시장이하락하고는있지만모바일의이용에상호보완적인역할을TV가할수있다는것을의미하기도한다.2014년Nielsen이발표한DigitalConsumerReport에따르면,미국내스마트폰및태블릿PC사용자가운데84%가한손에모바일단말기를쥔상태로TV를시청하는것으로확인되었다정보통신산업진흥원(,2015).국내에서-199- 도‘모바일온리(only)"시대에서다른미디어의이용이급격히감소할것이라는우려와는달리수용자들의소비행태를자세히살펴보니여러개의미디어를동시에소비하는형태가증가하고있었다는것이다.[그림5-21국내]N-Screen이용자미디어이용구성변화출처이현정:(2016).자료:NielsenKoreanclick.물론N-스크린시대에서도중심이되는미디어는모바일이다모바일.을중심으로TV혹은PC의겸용이이루어지는것이다그러나그렇기.때문에이제는무조건모바일광고만집중할것이아니라매체별로광고집행계획을수립하고각각의장점을살릴수있는전략적인광고집행이이루어져야한다는것이다앞으로온라인광고시장에서다양한기기.에걸쳐있는타겟소비자들의특성을얼마나정교하게파악하고예측해내는지그를통해얼마나효율적으로광고를운영할수있는지가중요,한포인트가될것으로보인다(DMC,2016).-200- 5)AR/VR을활용한온라인광고2016년광고계뿐만아니라미디어와ICT관련모든분야에서가장주목받았던테크놀로지기술을꼽자면바로증강현실(AR:AugmentedReality)과가상현실(VR:VirtualReality)일것이다.AR과VR은사실90년대에개발된기술로새로운기술은아니다실제와흡사하게구현이가.능한디바이스기술이나콘텐츠제작기술등ICT산업이발전하면서오늘날더욱그가능성을주목받게된것이다관련개념이등장한후.3D기술의그것처럼성장에한계가있을것이라는비관적전망과는달리,최근닌텐도의‘포켓몬GO"가전세계적신드롬을일으키며AR과VR을통한광고시장성장에대한가능성을가늠해볼수있었다.먼저AR(증강현실은현실세계에가상사물을합성하여원래의환경에)존재하는사물처럼보이도록하는기술이다정부연(,2016).이기술은다양한분야에서활용되어왔지만위치기반증강현실게임인‘포켓몬GO’가대표적이다포켓몬.GO는해당게임으로인해파생되는경제적효과를의미하는‘포켓코노미(Pokconomy)’é라는신조어까지만들어내며전세계적인열풍을가져왔다포켓몬.GO는광고시장에새로운가능성을가져왔다게임내포켓몬들의대결을펼치는.‘체육관’이라는공간을사기위해맥도날드는호스폰서기업이되기위해해당게임제작사와협1의중이라고밝혔으며미국의한피자가게는,10달러상당의미끼아이템을계속떨어뜨려사람들이자신들의매장을찾게하는방법으로매출이75%증가하는등의광고효과를톡톡히누렸다김병훈(,2016).VR(가상현실은현실세계를인공적인기술을활용하여실제로얻기힘)들거나얻을수없는경험이나환경등을제공하는기술로인체의오감,(시각청각후각미각촉각을자극함으로써실제와같이체험할수,,,,)있도록한다정부연(,2016).이러한VR은광고계에서도차세대광고유형으로주목하고있다즉.,VR의몰입도높은가상체험을광고산업으로연결시켜보면제품을구매하지않고도실제눈앞에서제품을보고,있는것과같은실재감을줌으로써광고효과를극대화할수있다는것이다.-201- 즉,VR을온라인광고의관점에서바라볼때VR이주는사용자경험이핵심이된다기존광고가가진시간과공간적한계를뛰어넘어오감을.활용한풍부한사용자경험을구매전에제공할수있다는것이다김홍(기,2016).높은사용자몰입도는자연스럽게광고효과의상승으로이어질수밖에없다다만.VR과AR을구현가능한기기나콘텐츠의개발이계속해서진행되고있는단계이기때문에이에대한한계는존재할수있다.그러나스마트폰360도카메라기능이출시되는등전용디바이스가필요하다는VR의한계를극복하여점차소비자들이일상적으로VR을접할수있도록기술이발전하고있다더욱이보다높은몰입감을주는AR,VR콘텐츠에대한개발도활발하게이루어지고있다또한고용량.콘텐츠를실시간으로끊김없이감상할수있는5G통신인프라환경이구축되는등네트워크측면에서도발전을거듭하고있다메조미디어(,2016).더불어그동안AR과VR을활용한광고효과에대한의구심도다양한성공사례를통해점차해소되고있기때문에향후VR과AR이차세대광고매체로자리잡는것은시간문제일것으로예상된다제일기획(,2016).6)1인방송과MCN다매체시대로접어들면서매체의분화가점차활발하게이루어져최근에는인방송이주목을받고있다스마트폰이용이급증하면서콘텐1.츠를짧게소비하는스낵컬쳐가확산되었고이러한트렌드에개인이제작한짧고재미있는영상들이부합했던것이인방송이주목받게된주1요원인중하나이다.1인방송은유튜브(Youtube)나기타동영상사이트를기반으로확산되었는데최근소셜미디어의실시간스트리밍서비스와페이스북(Facebook)의라이브(Live)서비스는누구나스마트폰으로페이스북계정만있다면실시간방송을할수있는환경을만들어주었다정재민(,-202- 2016).이와더불어인스타그램‘스토리’,네이버‘플레이리그’등1인방송이확산될수있는플랫폼이다양화되면서모바일광고시장도빠르게성장하고있다.[그림5-22]인터넷모바일이용서비스/출처나스미디어:(2016).2016NPR요약보고서.실제로나스미디어(2016)의조사결과에의하면인터넷과모바일로주,로이용하는서비스가모바일본연의기능인메신저(92.5%)기능다음으로동영상시청(87.2%)을많이하는것으로나타났다그림([5-22참조).또한동영상시청자의64.3%는PC보다도모바일중심으로동영상을소비한다고답했으며특히10대의경우에는모바일인터넷중심의동영상시청이72.7%로높게나타났다그림([5-23]참조).[그림3-23동영상시청인터넷유형]출처나스미디어:(2016).2016NPR요약보고서.-203- 동영상중에서도인방송시청경험이있는응답자는전체의119.1%이었는데이중10대가35.1%20대가21.6%를차지하여젊은층을중심으로모바일을이용한인방송시청이확산되고있다는것을알수있1다그림([5-24]참조).[그림5-24]1인방송시청경험출처나스미디어:(2016).2016NPR요약보고서.이렇듯‘대도서관’이나‘양띵’등인제작자가제작한콘텐츠들1이매체를막론하고폭발적인인기를얻게되자이를체계적으로관리하는비즈니스모델인MCN이등장하였다.MCN(MultiChannelNetwork)은인기있는인제작자들을전문적으로관리하는사업이다1.1인창작자콘텐츠를동영상플랫폼에공급하고발생되는광고수익을동영상플랫,폼창작자와공유하는방식으로비즈니스를제공한다국내의대표적인,.MCN은CJE&M의‘DIATV’,‘아프리카TV’,KBS의‘예띠’등이있으며지상파방송사에서부터인터넷방송사에이르기까지점차그영역이확대되어가고있다개인차원에서영상을제작하고홍보하는것이.아니라기업차원에서체계적인시스템을기반으로관리하기때문에앞으로MCN의발전은인콘텐츠의양적질적발전으로이어질것으로예1,상할수있다이러한변화는현재나타나는모바일동영상콘텐츠이용.의확산에도기여할것이다.-204- 2016년온라인광고시장에서의가장중요한키워드는단연‘모바일’과‘동영상’이다실제로스마트폰을이용하는수용자중모바일영상.을이용하는비율이연평균74%가증가(16년월기준358%,17년예상)하고있다고한다메조미디어(,2016).그렇게되면온라인광고산업에서도1인제작콘텐츠를활용한다양한형태의광고집행이가능하기때문에앞으로이와관련한시장은더욱성장할것으로보인다.7)온라인광고의법적·제도적한계온라인광고의폭발적인성장세로배너광고동영상광고검색광고등,,수많은형태의광고가온라인상에서집행되고있다온라인광고의광고.효과는이미입증되었고그에따른성장세가계속되고있지만아직까지규제기구의난립과법적제도적정립이이루어지지않아온라인광고를둘러싼문제는끊이지않고제기되고있다그중에서도가장논란이되.는부분은온라인광고의선정성콘텐츠와광고의구분수용자의광고,,회피현상등에대한것이다.국내의광고는포괄적으로「표시광고의공정화에관한법률표시광･(고법)」에의해규제를받게된다온라인광고에대해서직접적으로규.제하는법률은없지만온라인광고역시표시광고법에의해규제를받는다방송통신심의위원회가법률적근거를통해사후심의를하게되고.부적합한광고에대해시정조치를내리는등의제재활동을하고있으며각매체사와한국온라인광고협회가사전및사후심의를거치고는있지만방대한양의온라인광고를모두살펴보기엔시간적인적자원이부,족한것이사실이다.그렇다보니온라인과모바일상에서는무분별한광고노출과선정적인광고노출뉴스의형태를취하고있지만사실상광고에해당하여소비,자로하여금혼동하게만드는광고등부적절한광고의노출이심각한상태에이르렀다현재광고비가클릭수에기반을두어책정되는경우.가많아서선정적인콘텐츠를앞세워클릭수를늘리고자하는경우가많-205- 다또한일일이사전규제가어렵다는점과광고제작에대한제약이약.하다보니기사형태를띄면서광고임을밝히지않아소비자들의혼란을불러일으키는식의광고가증가하고있다이러한무분별한광고노출의.결과수용자들의광고회피현상이심화되어결국전반적인온라인광고시장이위축되는악순환이반복되는것이다.광고회피에대한논란은최근‘애드블록(AdBlock)"이라는프로그램이출시되며더욱붉어졌다애드블록은독일의아이오라는기업이개발하.여출시한프로그램으로웹브라우저에광고차단이라는기능을추가할수있도록하는플러그인프로그램이다뿐만아니라애플은.2015년월6에개최된WWDC2015에서향후개발자들은모바일사파리브라우저에서’콘텐츠블로킹기능‘으로사진비디오등을차단할수있도록한,다고발표한바있다양지훈(,2015).그동안규제의사각지대에놓였다고할수있을만큼온라인광고특,히모바일광고에대한검증과규제가이루어지지않은것이사실이다.그러나온라인광고의심의나규제는필연적으로온라인상에서의표현의자유와대립하게된다범람하는온라인광고의홍수속에서수용자들의.광고회피를막기위해네이티브광고등여러가지대안이제기되고있지만결국이는광고주와광고플랫폼의자발적인노력이없이는불가능할것이다이정기.(2016)는그의저서에서온라인광고에대한규제는건전한온라인광고환경을조성하는데에필수적이라고보고이에대한자율규제가중요하다고주장하였다그러나자율규제는강제력과구속력.이없으므로자율규제를독려할수있게인증마크를부여하는방식이고려되어야한다고주장하였다온라인광고의사전규제를자율규제에.의존하는대신사후규제는사법적으로엄격하게처리하여재발을방지해야한다고하였다.꼭이러한방식이아니더라도온라인광고규제의제도적기반마련은중요하다성장하고있는시장에서발생하는이러한문제점들을해결할.수있는적절한제도적기반마련과관계자들의자정노력이뒷받침되지않는다면온라인광고시장의확대는장기적으로온라인광고시장의성장-206- 을저해하는요인으로부메랑이되어돌아올것이다.8)온라인광고시장전망모바일광고비는2014년9,000억수준이었으나2015년조원돌파하였1다네이버다음카카오유튜브페이스북등의동영상광고가시장을.,,,주도하고있다광고산업연구소에의하면국내모바일광고시장규모는.,2019년1.7조원대에진입하면서지상파TV에근접할것으로예상하고있다또한모바일게임모바일앱핀테크등대규모의다운로드가퍼.,,포먼스로직결되는디지털광고주들이모바일을마케팅매체로활용하는추세가증가할것이다.또한앞서키워드에서언급되진않았지만앞으로광고매체를운용하,는데에서프로그래매틱(Programmatic)광고가주류를이룰것으로보인다.프로그래매틱광고란데이터에기반하여실시간입찰(RealTimeBidding)을통해구매가능성이높은개인타깃공중을대상으로적시(RightTime)에노출하는형태의광고다기존에광고주나광고대행사가.미디어렙이나미디어를통해개별적으로퍼블리셔의광고인벤토리를구매하는방식과달리자동화된시스템을통해실시간으로수용자관점에,서광고를구매하여집행하는방식이다진봉섭(,2016).이미미국에서는높은광고효율성을바탕으로빠르게성장하고있는비즈니스모델이다실제로미국에서는이미전체광고의.43%가프로그래매틱광고이며여러선진국에서도높은비중을보이고있다프로그래.매틱광고의선두주자인미국의경우2015년43%에서2019년62%까지프로그래매틱광고비중이높아져전통방식의광고를뛰어넘을것으로예측된다.반면우리나라는5%정도의비중을나타내며아직까지관련시장이여러규제나그동안의시장관행등으로많이성장하지못하는모습을보여주고있다그러나성장률을살펴보면말레이시아와인도에.이어번째로높은성장률을기록하고있어앞으로프로그래매틱광고에3대한발빠른대응이온라인광고시장에서의핫이슈가될가능성이높다-207- (MAGNAGLOBAL,2015:진봉섭,2016재인용).결국2016년온라인광고시장의트렌드를종합적으로고려하여보면크게모바일동영상광고의확산,AR/VR등기술의적용디지털사이니,지등과같은새로운광고플랫폼개발효율적인온라인광고집행을위,한법적·제도적기반마련과광고산업환경의급변등으로압축하여볼수있을것이다이러한트렌드는.2017년에도이어질것으로보인다.온라인광고중에서도모바일집중현상이더욱심화되어킬러콘텐츠가더욱중요해질것으로보이며여기에새로운기술의도입이나매체의개발을통한경쟁력확보와광고시장확대가중요한키워드가될것으로보인다다만매체환경이급격하게변화하고있고갈수록트렌드의.,주기가짧아지고있는것이사실이므로다양한변화에빠르게반응하는것이앞으로치열한광고경쟁에서승리할수있는핵심전략이될것이다.그러나수용자들의미디어이용이모바일에집중되고광고비또한모바일에집중되어상대적으로지상파TV방송등다른미디어광고가하향세인것은맞지만앞서언급한N-스크린현상을고려하면이제더이상어느한매체를선정하여그매체만을대상으로하는광고전략은무의미하다어쩌면이러한.N-스크린현상을이용한멀티채널의광고운영이킬러콘텐츠를개발하는것다음으로광고경쟁에서대안이될수있을것이다.-208- 참고문헌김병훈(2016.7.25).포켓몬고경제효과포케코노미`",지역경제활성화로이어질까.<아시아투데이>.URL:http://www.asiatoday.co.kr/view.php?key=20160724010011053김위근·김선호(2015).네이티브광고에대한수용자인식.<신문과방송>.10월호.김홍기(2016).VR마케팅의현재와미래..5,6월호.나스미디어(2016).2016NPR요약보고서.메조미디어(2016).2017미디어트렌드리포트.미래창조과학부(2015).디지털사이니지산업활성화대책안().박하영(2015).광고주관점에서본광고활용과효과.<신문과방송>.10월호.양윤직(2015).광고와컨텐츠는하나네이티브광고시대,.[전자매체본]..1,2월호.URL:http://www.kaa.or.kr/k/mag/kaa_2015_list.asp양지훈(2015)`애드블록과콘텐츠블로킹등온라인광고차단논란"""광고범람과플랫폼간경쟁이빚어낸합작품신문과방송<>,10월호.이수범·송민호·문원기·신명희(2016).네이티브광고의브랜드및제품노출이수용자의광고인지와태도공유의도에미치는영향,.<광고연구>,111호,68-100.이정기(2016).<온라인광고이슈2016>.서울커뮤니케이션북스:.이종근(2011.5.25.).N스크린개념이현실화되고있다.LGBusinessInsight.LG경제연구원.이현정(2016).모바일퍼스트시대방송광고의위기인가,?.<광고계동향>,7,8월호.정보통신산업진흥원(2015).美방송사세컨드스크린활용한마케팅에,주목변화하는...TV시청습관에대응부심.정보통신정책연구원(2013).스마트광고시장성장에따른이용자측면의-209- 규제정책방향연구.정보통신정책연구원(2015).멀티미디어시대의스크린이용N.정보통신정책연구원(2016).세대별스마트폰이용특성과영향력변화.정부연(2016).가상현실(VR)생택현황및시사점.<정보통신방송정책>,28권호7,1-23.제일기획(2016).VR,마케팅을여는판도라의상자.진봉섭(2016).프로그래매틱광고시장얼마나커질까,?.<광고계동향>,9,10월호.커넥팅랩(2016).모바일트렌드2017.서울미래의창:.하선영(2015).네이티브광고해외주요트렌드.<신문과방송>.10월호.DMC(2012).디지털사이니지광고시장과소비자에대한이해.DMC(2016).소비자는일관된환경을원한다크로스디바이스마케팅,전략가이드.MAGNAGLOBAL(2015).2015ProgrammaticForecast.-210- #조사결과#설문지#응답리스트-211- 1.온라인광고사업체1).2015년온라인광고취급액구성비율및향후전망o국내온라인광고사업체의광고유형별취급액을매체별로살펴보면,인터넷광고비중은감소하는반면모바일광고비중은증가하는것으로나타남유형별로는.해가지날수록SA광고비중이감소하고,DA광고비중이높아지는것으로나타남[그림별첨1-1온라인광고취급액](2015년~2017년)o세부사업체유형별로살펴보면광고제작사에대한인터넷SA비중이타사업체대비가장높았으며인터넷,DA는매체사모바일,DA는애드네트워크사가각각비중이높게나타남-212- [표별첨1-1온라인광고취급액](2015년)(단위:%)인터넷모바일구분사례수기타SADASADA전체35742.030.213.213.21.4광고대행사18345.420.718.214.11.6미디어렙사2040.332.97.517.42.0사애드업1015.022.015.443.14.5네트워크사체솔루션사714.334.315.735.70.0유광고제작사2751.028.414.06.00.6형매체사10639.844.26.28.81.0기타437.525.025.012.50.0※응답자BASE:국내온라인광고사업체357개사[표별첨1-2온라인광고취급액](2016년)(단위:%)인터넷모바일구분사례수기타SADASADA전체35740.230.213.814.21.6광고대행사18344.020.319.115.11.5미디어렙사2033.831.19.820.35.2사애드업1015.020.815.344.44.5네트워크사체솔루션사714.332.915.737.10.0유광고제작사2751.028.113.37.10.6형매체사10637.745.56.49.41.1기타437.525.025.012.50.0※응답자BASE:국내온라인광고사업체357개사-213- [표별첨1-3온라인광고취급액](2017년)(단위:%)인터넷모바일구분사례수기타SADASADA전체35739.329.814.215.11.6광고대행사18342.919.619.915.91.8미디어렙사2033.530.210.021.74.7사애드업1014.719.415.350.10.5네트워크사체솔루션사714.331.415.738.60.0유광고제작사2749.728.113.97.60.7형매체사10636.745.86.49.91.2기타437.525.025.012.50.0※응답자BASE:국내온라인광고사업체357개사-214- 2)2016년예상온라인광고유형별구성비o국내온라인광고사업체의응답을살펴보면,2015년예상온라인광고유형별구성비로이미지형태가74.6%로가장높은비중을차지하였으며그다음으로동영상형태,(20.6%)등의순으로나타남[그림별첨1-2]2016년예상온라인광고유형별구성비o세부사업체유형별로살펴보면전반적으로사업체모두이미지형태,에대한비중이가장높게나타났으나그중미디어렙사는타업체대비동영상형태에대한구성비가31.2%로가장높게나타남[표별첨1-4]2016년예상온라인광고유형별구성비(단위:%)구분사례수동영상형태이미지형태기타전체35720.674.64.8광고대행사18326.368.25.5미디어렙사2031.258.010.8사애드업102.883.913.3네트워크사체솔루션사715.085.00.0유광고제작사2722.073.34.7형매체사10613.485.61.0기타416.750.033.3※응답자BASE:국내온라인광고사업체357개사-215- 3)온라인광고취급액국내해외비중/o국내온라인광고사업체의응답을살펴보면온라인광고취급액을,국내와해외비중으로살펴보면2016년및2017년예상취급액비중이국내에각각91.8%,90.5%로나타남[그림별첨1-3]온라인광고취급액국내해외비중/o전반적으로모든사업체에서국내취급액비중이높게나타났으나,그중솔루션사의해외비중이2016년15.0%,2017년19.3%로타업체대비높은것으로나타남[표별첨1-5온라인광고취급액국내해외비중]/(단위:%)2016년2017년구분사례수국내해외국내해외전체35791.88.290.59.5광고대행사18388.311.786.513.5미디어렙사2092.87.389.011.0사애드업1097.12.996.33.7네트워크사체솔루션사785.015.080.719.3유광고제작사2794.45.693.56.5형매체사10696.53.596.33.7기타475.025.080.020.0※응답자BASE:국내온라인광고사업체357개사-216- 4)2016년기준온라인광고담당자수o국내온라인광고사업체의응답을살펴보면,2016년온라인광고담당자수로사업체당평균13.8명이종사하는것으로나타났으며,세부적으로`10명~30명에서"17.3%로가장높은응답을보임[그림별첨1-4]2016년기준온라인광고담당자수o세부적으로살펴보면,평균온라인광고담당자수로솔루션사가41.7명으로가장많은종사자수를보였으며그다음으로애드네트,워크사(36.4명),미디어렙사(34.6명등의)순으로나타남[표별첨1-6]2016년기준온라인광고담당자수(단위:%,명)사례2명~34명~56명~910명~31명구분1명평균수명명명30명이상전체35727.222.013.96.817.312.713.8광고대행사18313.219.215.98.627.815.217.1미디어렙사2015.020.010.015.0-40.034.6사애드업1011.1---44.444.436.4네트워크사체솔루션사7-28.6--28.642.941.7유광고제작사2725.940.714.87.43.77.47.1형매체사10654.321.913.33.85.71.03.5기타4-50.025.0-25.0-4.8※응답자BASE:국내온라인광고사업체357개사-217- 5)온라인광고담당자업무별비중o국내온라인광고사업체의응답을살펴보면온라인광고담당자의,업무별비중으로전반적으로기획업무에대해29.6%로가장높게나타났으며그다음으로운영업무,`"(27.0%),`제작업무"(18.4%)등의순으로나타남[그림별첨1-5]온라인광고담당자업무별비중o세부사업체유형별로살펴보면,기획업무에대해애드네트워크사(38.6%),미디어렙사(31.8%),광고대행사(30.5%)등의순으로나타남[표별첨1-7온라인광고담당자업무별비중](단위:%)기획제작개발운영구분사례수기타업무업무업무업무전체35729.618.417.727.07.3광고대행사18330.519.417.127.55.5미디어렙사2031.812.717.924.413.2사애드업1038.612.321.918.19.1네트워크사체솔루션사718.66.428.135.711.1유광고제작사2728.127.017.624.82.4형매체사10628.717.216.727.79.8기타415.017.537.527.52.5※응답자BASE:국내온라인광고사업체357개사-218- 6)제작업무인력이없는경우외주사활용여부o국내온라인광고사업체의응답을살펴보면사업체에제작업무인,력이없을경우광고제작업무를외주사에활용한다는응답이`"70.6%로나타났으며,`활용하지않는다는"29.4%로나타남[그림별첨1-6]제작업무인력이없는경우외주사활용여부o세부사업체별로살펴보면전반적으로외주를활용한다는응답이`"`활용하지않는다는"응답보다높게나타남[표별첨1-8제작업무인력이없는경우외주사활용여부](단위:%)구분사례수예아니오전체8570.629.4광고대행사3268.831.3미디어렙사666.733.3애드네트워크사250.050.0사업체솔루션사366.733.3유형광고제작사475.025.0매체사3672.227.8기타2100.00.0※응답자BASE:국내온라인광고사업체357개사-219- 7)최근년간전체직원중연평균퇴사직원수3o국내온라인광고사업체의응답을살펴보면,최근년간연평균퇴사3직원수로평균4.9명으로나타났으며,`2~3"명명이29.8%로가장높은비중을차지함[그림별첨1-7]최근년간전체직원중연평균퇴사직원수3o사업체유형별로살펴보면연평균퇴직직원수로미디어렙사가평균,8.4명으로가장많은퇴직인원을보였으며그다음으로애드네트워,크사(7.3),명광고대행사(5.6명등의순으로)나타남[표별첨1-9최근년간전체직원중연평균퇴사직원수]3(단위:%,명)사례2명~34명~56명~910명구분0명1명평균수명명명이상전체35722.416.529.812.44.714.34.9광고대행사18314.114.836.212.85.416.85.6미디어렙사2010.020.015.020.010.025.08.4사애드업10-20.020.010.030.020.07.3네트워크사체솔루션사7-14.314.342.9-28.65.3유광고제작사2737.014.822.211.13.711.15.1형매체사10637.119.026.78.61.07.63.0기타4--50.025.0-25.05.3※응답자BASE:국내온라인광고사업체357개사-220- 8)퇴사하는주요연차o국내온라인광고사업체의응답을살펴보면,퇴사자의주요연차는`0~2년차가"52.6%로절반가량의비중을차지하였으며그다음으로,`3~5년차"(31.7%),`5~10년차"(11.7%)등의순으로연차가낮을수록퇴사비중,이높은것으로나타남[그림별첨1-8퇴사하는주요연차]o사업체유형별로살펴보면전반적으로,`0~2년차퇴직자비중이높은것"으로나타나며그중,미디어렙사와애드네트워크사솔루션사는,`3~5년차비중과비슷한것으로나타남"[표별첨1-10퇴사하는주요연차](단위:%)10년차이구분사례수0~2년차3~5년차5~10년차상전체35752.631.711.74.0광고대행사18354.331.111.92.6미디어렙사2045.050.05.0-사애드업1050.040.010.0-네트워크사체솔루션사757.142.9--유광고제작사2759.311.129.6-형매체사10650.931.19.48.5기타425.075.0--※응답자BASE:국내온라인광고사업체357개사-221- 9)퇴사하는주된사유o국내온라인광고사업체의응답을살펴보면,퇴직자의주된퇴직사유로순위와11+2순위모두연봉및복리후생이28.3%,41.5%로가장높게나타남[그림별첨1-9]퇴사하는주된사유o사업체유형별로살펴보면업계에대한회의감에대한응답이,1+2순위기준솔루션사에서57.1%로타사업체대비가장높게나타남.또한연봉및복리후생에대한`"1+2순위기준으로미디어렙사(75.0%)가타사업체대비가장높게나타남-222- [표별첨1-11퇴사하는주된사유](단위:%)광고주및연봉및사적성문제타기업의복리후생구분례스카웃수1~2순1~2순1~2순1순위1순위1순위위위위전체35728.341.518.536.617.522.8광고대행사18330.544.420.543.715.921.9미디어렙사2035.075.05.035.045.050.0애드1010.030.050.050.020.030.0네트워크사사업체유형솔루션사7-57.142.942.914.314.3광고제작사2744.448.111.133.37.414.8매체사10622.628.315.125.517.921.7기타450.075.025.050.0-업계에업무관련사기타대한회의감교육미비구분례1~2순1~2순1~2순수1순위1순위1순위위위위전체35710.517.82.24.923.125.5광고대행사18312.622.53.36.617.219.2미디어렙사2010.020.05.05.0--애드1020.030.0-10.0--네트워크사사업체유형솔루션사742.957.1---14.3광고제작사277.418.5--29.633.3매체사1064.76.60.92.838.741.5기타425.025.0-25.0--※응답자BASE:국내온라인광고사업체357개사-223- 10)최근년간연평균신규입사직원수3o국내온라인광고사업체의응답을살펴보면최근년간연평균신,3규입사직원수는평균5.5명이입사한것으로나타남세.부적으로`2~3"명명에대한비중이24.8%로가장높게나타났으며그다음으로명,`0"(21.7%),`1명"(18.0%)등의순으로나타남[그림별첨1-10]최근년간연평균신규입사직원수3o세부사업체유형별로살펴보면평균신규입사직원수로애드네트워,크사에서13.2명으로가장많은입사자수를보이며그다음으로미,디어렙사(11.0명),솔루션사(6.3명등의순으로나타남)[표별첨1-12최근년간연평균신규입사직원수]3(단위:%,명)사례2명~34명~56명~910명구분0명1명평균수명명명이상전체35721.718.024.813.36.515.85.5광고대행사18313.317.326.716.78.018.06.0미디어렙사205.020.010.020.015.030.011.0사애드업10-22.211.122.2-44.413.2네트워크사체솔루션사7-14.314.342.9-28.66.3유광고제작사2737.014.825.93.73.714.85.7형매체사10636.819.826.46.63.86.63.1기타4--25.025.025.025.06.0※응답자BASE:국내온라인광고사업체357개사-224- 11)2017년신규직원채용계획o국내온라인광고사업체의2017년에신규직원채용계획을살펴보면평균3.0명의신규직원을채용할계획이있는것으로나타남세부.적으로명에대한비중이`0"38.6%로가장높게나타났으며그다음,으로명`2~3명"(19.9%),`1명"(17.1%)등의순으로나타남[그림별첨1-11]2017년신규직원채용계획o세부사업체유형별로살펴보면,2017년평균신규직원채용계획으로미디어렙사에서평균4.7명을채용할계획으로타사업체대비가장많게나타났으며그다음으로솔루션사(4.0명),애드네트워크사(3.8명)등의순으로나타남[표별첨1-13]2017년신규직원채용계획(단위:%,명)사례2명~34명~56명~910명구분0명1명평균수명명명이상전체35738.617.119.913.42.28.73.0광고대행사18334.515.519.620.31.48.83.4미디어렙사2020.020.020.010.010.020.04.7사애드업1033.311.111.111.122.211.13.8네트워크사체솔루션사714.314.314.342.9-14.34.0유광고제작사2737.029.625.9--7.41.6형매체사10650.917.019.85.70.95.72.1기타425.0-25.025.0-25.04.5※응답자BASE:국내온라인광고사업체357개사-225- 12)신규직원채용분야비중o국내온라인광고사업체의응답을살펴보면,신규직원채용시채용분야에대한비중으로기타운영등에대한응답이()35.2%로가장높게나타났으며그다음으로기획업무,(31.4%),제작업무(17.5%)등의순으로나타남[그림별첨1-12신규직원채용분야비중]o사업체유형별로살펴보면전반적으로기획업무에대한비중이가장높게나타났으나그중솔루션사의경우개발업무(38.3%)의비중이가장높은것으로나타남[표별첨1-14신규직원채용분야비중](단위:%)구분사례수기획업무제작업무개발업무기타전체35731.417.516.035.2광고대행사18336.417.811.734.1미디어렙사2036.616.614.832.1사애드업1032.610.028.728.7네트워크사체솔루션사729.25.838.326.7유광고제작사2728.222.627.122.1형매체사10622.218.614.544.7기타413.33.356.726.7※응답자BASE:국내온라인광고사업체357개사-226- 13)온라인광고분야전문인력양성을위한중요사항o국내온라인광고사업체의응답을살펴보면온,라인광고분야전문인력을양성하기위한중요사항으로트렌드를반영한온라인`광고전문교육과정확대가"1+2순위기준83.4%로가장높게나타났으며그다음으로실무중심교육확대,`"(70.2%),`온라인광고전문교재발간"(16.9%)등의순으로나타남[그림별첨1-13온라인광고분야전문인력양성을위한중요사항]o세부사업체유형별로살펴보면모든업체에서최신트렌드를반영`한온라인광고전문교육과정확대가가장중요한것으로나타남"-227- [표별첨1-15온라인광고분야전문인력양성을위한중요사항](단위:%)트렌드를반영한사실무중심교육확대온라인광고전문교육구분례(대학과업계연계등)과정확대수1순위1~2순위1순위1~2순위전체35760.683.427.170.2광고대행사18366.285.422.568.9미디어렙사2060.095.025.075.0사애드네트워크사1080.0100.020.0100.0업체솔루션사785.7100.014.357.1유광고제작사2763.081.525.970.4형매체사10649.176.434.968.9기타450.075.050.075.0온라인광고온라인광고사기타전문교재발간전문강사양성구분례1~2순1~2순1~2순수1순위1순위1순위위위위전체3578.316.93.112.00.91.2광고대행사1836.614.64.014.60.70.7미디어렙사2010.020.05.010.0--사애드네트워크사10------업체솔루션사7-28.6----유광고제작사277.414.83.711.1-3.7형매체사10612.321.71.911.31.91.9기타4------※응답자BASE:국내온라인광고사업체357개사-228- 14)1년간재직인력역량강화교육실시여부o국내온라인광고사업체의응답을살펴보면,1년간재직인력에대한역량을강화하기위한교육을실시했다라는응답이`"28.9%로나타났으며,`실시하지않았다는"71.1%로나타남[그림별첨1-14]1년간재직인력역량강화교육실시여부o사업체유형별로살펴보면전반적으로교육을실시하지않은비중,이높게나타났으나그중광고제작사의경우실시(44.4%)와미실시(55.6%)비중이비슷한것으로나타남[표별첨1-16]1년간재직인력역량강화교육실시여부(단위:%)구분사례수실시미실시전체35728.971.1광고대행사18327.372.7사미디어렙사2040.060.0업애드네트워크사1030.070.0체솔루션사714.385.7유광고제작사2744.455.6형매체사10627.472.6기타40.0100.0※응답자BASE:국내온라인광고사업체357개사-229- 15)향후재직인력역량강화교육실시계획o국내온라인광고사업체의응답을살펴보면,향후재직인력에대한역량강화교육을실시할계획이있다는응답이`"31.1%로나타났으며`실시할계획이없다는응답이"68.9%로나타남[그림별첨1-15]향후재직인력역량강화교육실시계획[표별첨1-17향후재직인력역량강화교육실시계획](단위:%)구분사례수실시미실시전체10331.168.9광고대행사5040.060.0미디어렙사825.075.0애드네트워크사3-100.0사업체솔루션사1100.0-유형광고제작사1225.075.0매체사2920.779.3기타---※응답자BASE:1년간역량강화교육을실시한사업체103개사-230- 16)재직자역량강화교육미실시사유o국내온라인광고사업체의응답을살펴보면재직자대상역량강화,교육을실시하지않는이유로1+2순위기준교육시간비용의`,부족"이64.8%로가장높게나타났으며그다음으로재직인력의충분한,`역량보유로추가훈련이불필요"(59.2%)등의순으로나타남[그림별첨1-16]재직자역량강화교육미실시사유-231- [표별첨1-18재직자역량강화교육미실시사유](단위:%)재직인력의교육을위한교육을위한교육을위한충분한역량사시간비용의,전문기관의강사확보의보유로추가구분례부족부재어려움훈련불필요수1~2순1~2순1~2순1~2순1순위1순위1순위1순위위위위위전체7152.159.236.664.82.87.04.218.3광고대행사3036.750.053.383.3-6.710.026.7미디어렙사650.050.050.083.3---50.0사애드업333.333.3-66.7----네트워크사체솔루션사---　------유광고제작사988.988.911.155.6---11.1형매체사2360.965.226.139.18.713.0-4.3기타---------외부에서충분한사역량을지닌인력타회사에대한기타구분례을선발할수있어인력유출의우려수서1순위1~2순위1순위1~2순위1순위1~2순위전체712.87.0-4.21.41.4광고대행사30-3.3-10.0--미디어렙사6-----사애드업366.7100.0----네트워크사체솔루션사-------유광고제작사9------형매체사23-4.3--4.34.3기타-------※응답자BASE:1년간역량강화교육을실시한사업체103개사중향후교육실사할계획이있는71개사-232- 17)경쟁력강화를위한재직인력업무별역량향상필요정도o사업체의경쟁력을강화하기위한재직인력의업무별역량향성필요정도로점평균5콘텐츠제작역량이2.78점으로필요한정도가가장높은것으로나타났으며,그다음으로프로그래밍기술역량(2.80점),매체기획역량(2.84점등의순으로나타남)[그림별첨1-17경쟁력강화를위한재직인력업무별역량향상필요정도][표별첨1-19경쟁력강화를위한재직인력업무별역량향상]필요정도(단위점:)크리에마케팅매체콘텐츠프로그이티브구분사례수조사기획제작래밍기기타기획역량역량역량술역량역량전체3573.02.82.92.82.82.8광고대행사1833.02.93.12.82.82.9미디어렙사203.03.62.63.13.03.2사애드업102.72.62.62.22.72.5네트워크사체솔루션사72.93.12.72.32.93.6유광고제작사272.92.43.02.72.72.7형매체사1062.82.82.82.72.82.6기타43.82.83.03.33.32.5※응답자BASE:국내온라인광고사업체357개사-233- 18)재직자역량강화교육주체o국내온라인광고사업체의응답을살펴보면재직자역량강화를위,산교육주체시가장필요한것으로1+2순위기준각사업체에서필요한직업교육실시가63.4%로가장높게나타났으며그다음으,로정부주도공공기관을통한직업교육실시및지원(45.2%)등의순으로나타남[그림별첨1-18]재직자역량강화교육주체o전반적으로사업체에필요한직업교육실시에대한응답이높게나타났으나그중애드,네트워크사의경우재직자스스로선별적교`육참여에대한비중이"60.0%로가장높게나타남-234- [표별첨1-20재직자역량강화교육주체](단위:%)정부주도사업체에서재직자스스로공공기관을통사필요한선별적한직업교육구분례직업교육실시교육참여실시및지원수1~2순1~2순1~2순1순위1순위1순위위위위전체35745.263.428.045.213.833.8광고대행사18339.160.331.143.711.330.5미디어렙사2045.060.045.050.0-35.0사애드네트워크사1010.030.040.050.030.060.0업체솔루션사728.685.728.657.128.642.9유광고제작사2740.751.937.070.418.518.5형매체사10658.571.717.939.616.038.7기타475.0100.0-25.025.050.0재직자민간교육기관사직업교육기타활성화구분례전문기관설립수1~2순1~2순1~2순1순위1순위1순위위위위전체3579.225.83.113.20.60.6광고대행사18313.231.14.614.60.70.7미디어렙사2010.050.0-5.0--사애드네트워크사1010.010.010.050.0--업체솔루션사714.314.3----유광고제작사273.725.9-18.5--형매체사1064.717.01.99.40.90.9기타4------※응답자BASE:국내온라인광고사업체357개사-235- 19)해외진출필요여부o국내온라인광고사업체의해외진출필요여부에대해살펴보면,`전혀필요하지않음응답이"35.7%로가장높게나타났고다음으로는,`필요하지않음"29.8%,`필요함"23.1%로나타남.5점만점대비평균1.9점으로나타남[그림별첨1-19해외진출필요여부]o사업체유형별로살펴보면미디어렙사와솔루션사의경우에는해외,진출이필요하다는응답이각각55.0%,57.2%(매우필요함필요함+)으로해외진출필요성을느끼는것으로나타남[표별첨1-21해외진출필요여부](단위:%,점)전혀필요매우보통필요구분사례수필요함하지평균필요함이다하지않음않음전체3576.223.15.229.835.71.9광고대행사1835.327.27.928.531.11.9미디어렙사2010.045.010.015.020.02.2사애드업1020.020.030.030.02.3네트워크사체솔루션사742.914.314.328.63.0유광고제작사2718.57.425.948.11.6형매체사1063.813.2.937.744.31.7기타425.075.02.8※응답자BASE:국내온라인광고사업체357개사-236- 20)해외진출시경쟁력있는역량o국내온라인광고사업체의해외진출시경쟁력있는역량을살펴보면,`마케팅및사업전략수립능력응답이"45.5%로가장높게나타났고다음으로는동영상및콘텐츠등의제작능력,`"(17.9%),`광고타겟분석능력"(17.0%)순으로나타남[그림별첨1-20]해외진출시경쟁력있는역량o사업체유형별로살펴보면에트네트워크사는프로그램기술력,(AD-tech)(75.0%),광고제작사는광고타겟분석능력(42.9%)이가장경쟁력있는역량인것으로나타났고그외타사업체,유형은마케팅및사업전략수집능력이가장경쟁력있는역량인것으로나타남-237- [표별첨1-22해외진출시경쟁력있는역량](단위:%)동영상마케팅프로및광고및사업그램콘텐츠타겟구분사례수전략기술력기타등의분석수립(AD-tec제작능력능력h)능력전체11245.517.917.016.13.6광고대행사6150.821.314.88.24.9미디어렙사1353.87.715.423.1-사애드425.0--75.0-업네트워크사체솔루션사450.0--50.0-유형광고제작사714.328.642.914.3-매체사1942.115.821.115.85.3기타425.025.025.025.0-※응답자BASE:해외진출이‘필요하다매우필요(+필요+보통)’112개사-238- 21)해외진출시경쟁력있는지역o국내온라인광고사업체의해외진출시경쟁력있는지역을살펴보면,1~3순위기준동남아시아(76.8%)가가장높았고그다음으로는,동북아시아(69.6%),미주(44.6%)등의순으로나타남[그림별첨1-21]해외진출시경쟁력있는지역o사업체유형별로살펴보면1~3순위기준동남아시아의비율이가장높은사업체는미디어렙사로92.3%로나타남.1순위기준으로는솔루션사가75.0%로가장높게나타남-239- [표별첨1-23해외진출시경쟁력있는지역](단위:%)사동남아시아동북아시아미주구분례1~3순1~3순1~3순1순위1순위1순위수위위위전체11238.476.847.369.68.944.6광고대행사6137.778.752.572.18.242.6미디어렙사1338.592.353.884.6-46.2사애드450.075.050.075.0-75.0업네트워크사체솔루션사475.075.025.075.0-75.0유형광고제작사757.171.428.685.7-14.3매체사1921.157.942.152.621.147.4기타450.0100.025.025.025.050.0사유럽남미오세아니아기타구분례1순1~31순1~31순1~31순1~3수위순위위순위위순위위순위전체1123.620.50.98.9-0.90.91.8광고대행사61-14.81.64.9---1.6미디어렙사137.730.8-23.1----사애드4-25.0------업네트워크사체솔루션사4---25.0----유형광고제작사7-14.3-14.3--14.314.3매체사1915.836.8-10.5----기타4-25.0---25.0--※응답자BASE:해외진출이‘필요하다매우필요(+필요+보통)’112개사-240- 22)해외진출을위해가장필요한부분o국내온라인광고사업체의해외진출을위해가장필요한부분을살펴보면,1~3순위기준현지네트워크및파트너`정보가"72.3%로가장높게나타났으며그다음으로는현지광고시장및산업자료제공이`"53.6%로높게나타남[그림별첨1-22]해외진출을위해가장필요한부분o사업체유형별로살펴보면현지네트워크및파트너정보를가장`"중요시하는사업체는1~3순위기준솔루션사로100.0%로나타남또.한현지광고시장및산업자료제공을가장중요시하는사업체도`"솔루션사로1~3순위기준100.0%로나타남-241- [표별첨1-24해외진출을위해가장필요한부분](단위:%)현지네트워크및현지광고시장및사파트너정보산업자료제공구분례수1순위1~2순위1순위1~2순위전체11244.672.333.053.6광고대행사6147.572.134.452.5미디어렙사1361.584.623.161.5사애드네트워크사450.075.050.050.0업체솔루션사450.0100.050.0100.0유광고제작사728.671.428.628.6형매체사1931.663.231.652.6기타425.050.025.050.0국내기업과의현지박람회사동반진출등기타기회확대행사참여지원구분례수1~2순1~2순1~2순1순위1순위1순위위위위전체11211.633.98.919.61.81.8광고대행사6111.537.74.914.81.61.6미디어렙사137.738.57.715.4--사애드네트워크사4-50.0-25.0--업체솔루션사4------유광고제작사714.328.628.642.9--형매체사1915.821.115.831.65.35.3기타425.050.025.025.0--※응답자BASE:해외진출이‘필요하다매우필요(+필요+보통)’112개사-242- 23)해외지사및사무소운영여부및해외지사지역o국내온라인광고사업체의해외지사및사무소운영여부를살펴보면`그렇다의응답은"8.0%에불가했으며이응답자들을대상으로해외지사지역을조사한결과,1~3순위기준동북아시아가65.4%로가장높게나타남그다음으로는동남아시아가.61.5%,미주가30.8%등의순으로나타남[그림별첨1-23해외지사및사무소운영여부및해외지사지역]o사업체유형별로살펴보면해외지사및사무소를운영하고있는사업체중가장비중이높은사업체는솔루션사로‘그렇다’의응답비율이28.6%로타유형에비해높게나타남[표별첨1-25해외지사및사무소운영여부](단위:%)구분사례수그렇다그렇지않다전체3577.392.7광고대행사1838.291.8미디어렙사2015.085.0애드네트워크사1020.080.0사업체솔루션사728.671.4유형광고제작사273.796.3매체사1061.998.1기타425.075.0※응답자BASE:국내온라인광고사업체357개사-243- o국내온라인광고사업체의해외지사지역을사업체유형별로살펴보면,1~3순위기준동북아시아에서의해외지사비율이높은사업체는광고제작사와매체사로100.0%의비율로나타나동북아시아에만해외지사가집중된것으로나타남[표별첨1-26해외지사지역](단위:%)사동북아시아동남아시아구분례1순위1~3순위1순위1~3순위수전체2650.065.430.861.5광고대행사1566.773.326.753.3미디어렙사333.333.333.366.7사업애드네트워크사2-50.050.0100.0체솔루션사250.050.050.0100.0유광고제작사1100.0100.0--형매체사2-100.050.0100.0기타1----사미주유럽기타구분례1~3순1~3순1~3순1순위1순위1순위수위위위전체267.730.87.711.53.83.8광고대행사15-20.06.713.3--미디어렙사3-33.333.333.3--사업애드네트워크사250.050.0----체솔루션사2-50.0----유광고제작사1------형매체사250.0100.0----기타1----100.0100.0※응답자BASE:국내온라인광고사업체357개사중해외지사및사무소운영26개사-244- 24)온라인광고사업운영시적용되는법률o국내온라인광고사업체의온라인광고사업운영시적용되는법률을살펴보면,1~3순위기준정보통신망법이60.6%로가장높게나타났으며그다음으로는표시광고법(54.5%),전자상거래법(51.4%),청소년보호법(25.8%)등의순으로나타남[그림별첨1-24]온라인광고사업운영시적용되는법률o사업체유형별로살펴보면1~3순위기준정보통신망법이가장많이적용되는사업체는솔루션사로71.4%%로나타나타유형에비해높게나타남또한표시광고법에서는매체사가.56.6%로가장높았고,전자상거래법에서는솔루션사(57.1%),청소년보호법에서는매체사(46.2%),전기통신사업법에서는광고제작사(25.9%)의비율이가장높게나타남-245- [표별첨1-27온라인광고사업운영시적용되는법률](단위:%)사정보통신망법표시광고법전자상거래법구분례1~3순1~3순1~3순1순위1순위1순위수위위위전체3572860.63654.52051.4광고대행사18329.860.330.552.327.253.6미디어렙사20356535702060사애드107080-402050업네트워크사체솔루션사742.971.414.357.114.357.1유형광고제작사2718.551.948.155.618.555.6매체사10620.859.446.256.611.346.2기타450752525-25전기통신사청소년보호법기타개별법사업법구분례1~3순1~3순1~3순수1순위1순위1순위위위위전체3575.525.84.917.55.521.5광고대행사183211.33.313.27.329.1미디어렙사201035-20-15사애드10-30-201040업네트워크사체솔루션사728.628.6-14.3-14.3유형광고제작사273.722.211.125.9-11.1매체사1069.446.27.521.74.712.3기타4----2550※응답자BASE:국내온라인광고사업체357개사-246- 25)온라인광고사업운영시적용되는법률의불편함정도o국내온라인광고사업체의온라인광고사업운영시적용되는법률의불편함정도를살펴보면표시광고법이점5평균기준2.7점으로나타나상대적으로불편함이작은정도로나타남반면청소년보호법의.경우평균2.5점으로타법률에비해낮은평균으로나타남[그림별첨1-25]온라인광고사업운영시적용되는법률의불편함정도o사업체유형별로살펴보면표시광고법의점평균이가장낮은사업체,5는애드네트워크사가2.4점으로나타나불편함을가장많이겪고있는것으로나타남.전기통신사업법에서도애드네트워크사(2.4점가)가장낮게나타났으며정보통신망법에서는매체사,(2.5점),전자상거래법에서는광고대행사와매체사(2.5),점청소년보호법에서는애드네트워크사(2.3)으로가장낮게나타남점-247- [표별첨1-28온라인광고사업운영시적용되는법률의불편함정도](단위점:)전자상전기통신구분사례수표시광고법거래법사업법전체3572.72.52.6광고대행사1832.72.52.5미디어렙사202.82.73.1애드102.42.22.4네트워크사사업체유형솔루션사73.32.92.7광고제작사272.92.62.6매체사1062.62.52.5기타42.82.82.8정보청소년구분사례수기타개별법통신망법보호법전체3572.62.52.6광고대행사1832.62.52.6미디어렙사202.72.72.6애드102.92.32.6네트워크사사업체유형솔루션사72.92.72.9광고제작사272.92.62.6매체사1062.52.42.5기타42.82.83.0※응답자BASE:국내온라인광고사업체357개사-248- 26)온라인광고규제로인해사업운영불편경험및애로사항o국내온라인광고사업체의응답을살펴보면,온라인광고규제로인해사업운영불편을경험한사업체는21.8%로나타났으며,`현행법제도적용및해석의어려움이평균"2.9점으로가장애로사항이적은것으로나타났으며,`법적용형평성이"2.6점으로애로사항이가장큰것으로나타남[그림별첨1-26온라인광고규제로인해사업운영불편경험및애로사항]o사업체유형별로살펴보면불편을경험한비율이가장높은사업체는기타를제외하고애드네트워크사,(40.0%)로나타났으며매체사의비율이8.5%로가장낮게나타남[표별첨1-29온라인광고규제로인해사업운영불편경험](단위:%)구분사례수예아니오전체35721.878.2광고대행사18325.274.8미디어렙사2035.065.0애드네트워크사1040.060.0사업체솔루션사714.385.7유형광고제작사2737.063.0매체사1068.591.5기타450.050.0※응답자BASE:국내온라인광고사업체357개사-249- o온라인광고산업의활성화를저해하는법제도를사업체유형별로살펴보면,5점평균점수가가장낮은법적용형평성에서가장낮은점수를나타낸사업체는애드네트워크사(2.3점로나타남)[표별첨1-30온라인광고산업의활성화를저해하는법제도및]애로사항(단위점:)현행법정부의법적용과도한광고관제도적신규법형평성법제도련법과구분사례수용및제도(국내vs(중복규소간부해석의추진및해외)제등)처산재어려움강화전체3572.62.72.82.92.8광고1832.52.52.72.72.7대행사미디어202.42.73.43.12.9렙사사애드업102.32.53.03.52.3네트워크사체유솔루션사73.05.05.05.05.0형광고제작사272.82.92.83.23.3매체사1063.23.42.93.02.8기타42.52.02.02.02.0※응답자BASE:국내온라인광고사업체357개사-250- 27)온라인광고활성화및건전화를위한규제방식o국내온라인광고사업체의온라인광고활성화및건전화를위한규제방식을살펴보면사업자중심의자율규제가42.2%로가장높게나타났으며그다음으로는정부주도의자율규제,(23.7%),정부주도의법적규제(19.1%),민간기관주도의자율규제(15.1%)순으로나타남[그림별첨1-27]온라인광고활성화및건전화를위한규제방식o사업체유형별로살펴보면사업자중심의자율규제의비율이가장높은,사업체는매체사(52.8%)로나타났으며정부주도의자율규제에서는솔루션사(85.7%),정부주도의법적규제에서는광고제작사(37.0%),민간기관주도의자율규제에서는애드네트워크사(50.0%)가가장높게나타남-251- [표별첨1-31온라인광고활성화및건전화를위한규제방식](단위점:)사업자중정부주도정부주도민간기관구분사례수심의의의주도의자율규제자율규제법적규제자율규제전체35742.223.719.115.1광고대행사18341.126.518.513.9미디어렙사2045.015.020.020.0사애드1030.020.0-50.0업네트워크사체솔루션사714.385.7--유형광고제작사2718.533.337.011.1매체사10652.814.218.914.2기타425.050.0-25.0※응답자BASE:국내온라인광고사업체357개사-252- 28)온라인광고활성화및건전화를위한규제유형별규제정도o국내온라인광고사업체의온라인광고활성화및건전화를위한각규제유형별규제정도를살펴보면강화해야한다의`"비율이가장높은규제는민간기관주도의자율규제로51.1%로나타남.`완화해야한다"의비율이가장높은규제는정부주도의법적규제(84.0%)로나타남[그림별첨1-28]온라인광고활성화및건전화를위한규제유형별규제정도o사업체유형별로살펴보면민간기관주도의자율규제의강화를가장희망하는사업체는애드네트워크사(90.0%)로나타났으며정부주도의,법적규제의완화를가장희망하는사업체는매체사기타제외()(89.6%)로나타남-253- [표별첨1-32온라인광고활성화및건전화를위한규제유형별]규제정도(단위점:)민간기관주도의개별포털의자유사례구분자율규제규제수강화완화강화완화전체35751.148.940.359.7광고대행사18354.345.741.158.9미디어렙사2060.040.045.055.0애드네트워크사1090.010.080.020.0사업체솔루션사785.714.342.957.1유형광고제작사2763.037.055.644.4매체사10636.863.231.168.9기타425.075.025.075.0정부주도의정부주도의사례구분자율규제법적규제수강화완화강화완화전체35732.667.416.084.0광고대행사18331.168.917.282.8미디어렙사2020.080.020.080.0애드네트워크사1030.070.020.080.0사업체솔루션사742.957.114.385.7유형광고제작사2755.644.429.670.4매체사10632.167.910.489.6기타4-100.0-100.0※응답자BASE:국내온라인광고사업체357개사-254- 29)온라인광고활성화를위해필요한사항o국내온라인광고사업체의온라인광고활성화를위한필요사항으로1~3순위기준온라인광고기술개발의비율이54.8%로가장높게나타났으며그다음으로는온라인전문인력양성과온라인,광고규제개선(51.7%),이용환경건전화(28.9%)등의순으로높게나타남[그림별첨1-29]온라인광고산업활성화를위해필요한사항o사업체유형별로살펴보면1~3순위기준온라인광고기술개발지원을가장희망하는사업체는애드네트워크사로90.0%의비율로나타남온라인전문인력양성이가장필요한.사업체는1~3순위기준광고대행사(62.3%)로나타났으며온라인광고규제개선에대해서는솔루션사(71.4%)가가장높게나타남-255- [표별첨1-33온라인광고산업활성화를위해필요한사항](단위점:)온라인온라인온라인온라인광고광고이용환경전문인력광고규제업계사례기술개발건전화구분양성개선보상체계수지원개선1순1~31순1~31순1~31순1~31순1~3위순위위순위위순위위순위위순위전체35719.154.827.151.716.651.710.528.912.327.7광고대행사18313.247.035.862.314.649.07.921.915.932.5미디어렙사2015.055.015.025.035.065.05.015.015.040.0사애드업1050.090.0-40.020.050.0-20.0--네트워크사체솔루션사714.371.428.657.128.671.4--14.314.3유광고제작사2725.966.711.129.625.955.611.129.614.829.6형매체사10623.659.422.648.113.250.916.043.47.522.6기타425.025.050.050.0-50.025.050.0--※응답자BASE:국내온라인광고사업체357개사[표별첨1-34온라인광고산업활성화를위해필요한사항](단위점:)온라인온라인광고온라인온라인광고광고관련효과측정광고업계표준개발분쟁조정체계해외진출구분사례수사업해결구축지원1순1~31순1~31순1~31순1~3위순위위순위위순위위순위전체3574.917.83.417.54.013.22.212.0광고대행사1834.017.23.318.53.311.32.09.9미디어렙사205.020.0-35.05.015.05.030.0사애드업10--10.040.020.040.0-20.0네트워크사체솔루션사7---14.314.328.6-42.9유광고제작사277.425.93.711.1-7.4-18.5형매체사1066.618.93.810.43.813.22.87.5기타4-25.0-75.0-25.0--※응답자BASE:국내온라인광고사업체357개사-256- 30)온라인광고업계의광고이슈o국내온라인광고업계의광고이슈에대해조사한결과1~3순위기준동영상광고가50.8%으로가장높게나타났으며그다음으로는검색광고(47.7%),바이럴광고(25.8%)등의순으로나타남[그림별첨1-30온라인광고업계의광고이슈]o세부업체별로살펴본결과,1~3순위기준으로동영상광고에서는미디어렙사가60.0%로가장높게나타났으며,검색광고에서는매체사(59.4%),바이럴광고에서는광고대행사(30.5%)가가장높게나타남-257- [표별첨1-35온라인광고업계의광고이슈](단위:%)검색동영상바이럴(키워드)사례광고광고구분광고수1~3순1~3순1~3순1순위1순위1순위위위위전체35720.050.829.547.79.825.8광고대행사18317.943.729.845.711.330.5미디어렙사2030.060.030.035.0-10.0애드1020.040.0----사업체네트워크사유형솔루션사728.642.9--14.314.3광고제작사277.459.337.059.314.829.6매체사10622.658.533.059.49.424.5기타450.050.0---25.0온라인네이티브배너광고사례PPL광고광고구분수1~3순1~3순1~3순1순위1순위1순위위위위전체3574.921.58.321.26.817.8광고대행사1832.612.64.617.911.323.2미디어렙사20-25.010.025.0-10.0애드10--10.010.020.030.0사업체네트워크사유형솔루션사7----14.328.6광고제작사2711.122.211.118.53.722.2매체사1068.537.713.229.20.98.5기타4-----25.0<계속>-258- [표별첨1-35]온라인광고업계의광고이슈(단위:%)빅데이터애드테크리타겟팅광고사례광고(SSP,DSP등)구분수1~3순1~3순1~3순1순위1순위1순위위위위전체3575.516.32.89.21.89.2광고대행사1836.618.52.69.32.613.2미디어렙사2010.025.05.020.010.030.0애드1010.030.010.020.0-10.0네트워크사사업체유형솔루션사7-14.314.357.1--광고제작사273.711.1----매체사1063.811.30.93.8-2.8기타4-25.025.050.0--증강현실사례위치기반광고구분광고수1순위1~3순위1순위1~3순위전체3571.87.11.26.5광고대행사1832.09.30.77.3미디어렙사20-5.0--애드10-30.010.020.0네트워크사사업체유형솔루션사7---14.3광고제작사273.73.73.711.1매체사1061.93.80.92.8기타4---25.0※응답자BASE:국내온라인광고사업체357개사-259- 31)광고목적에적합한광고유형매출연계성()o국내온라인광고사업체의응답을살펴보면,매출연계성을목적으로한광고에적합한광고유형으로검색광고가49.5%로다른광고에비해높게나타남[그림별첨1-31]광고목적에적합한광고유형매출연계성()o세부업체별로살펴본결과기타를제외하고검색광고에서미디어,렙사가65.0%로가장높게나타났으며,그다음으로광고제작사(59.3%),솔루션사(57.1%)순으로나타남[표별첨1-36광고목적에적합한광고유형매출연계성]()(단위:%)동영보상바이네이사례검색배너SNSPPL구분상광형광럴광티브기타수광고광고광고광고고고고광고전체35749.518.88.68.01.55.53.43.70.9광고대행사18353.09.97.99.91.37.93.34.62.0미디어렙사2065.010.010.015.0-----사애드업1050.0-10.010.0--10.020.0-네트워크사체솔루션사757.114.3---14.3-14.3-유광고제작사2759.314.83.77.4-7.47.4--형매체사10637.736.811.34.72.81.92.81.9-기타475.0----25.0---※응답자BASE:국내온라인광고사업체357개사-260- 32)광고목적에적합한광고유형브랜드홍보및상품정보안내()o국내온라인광고사업체의응답을살펴보면브,랜드홍보및상품정보안내를목적으로한적합한광고유형으로배너광고가25.5%로가장높게나타났으며,그다음으로검색광고(24.0%),동영상광고(19.1%)순으로나타남[그림별첨1-32]광고목적에적합한광고유형브랜드홍보및상품정보안내()o세부업체별로살펴본결과검색광고에서광고제작사가,37.0%로가장높게나타났으며,그다음으로매체사(26.4%),광고대행사(24.5%)순으로나타남[표별첨1-37]광고목적에적합한광고유형브랜드홍보및상품정보안내()(단위:%)동영보상바이네이사례검색배너SNSPPL구분상광형광럴광티브기타수광고광고광고광고고고고광고전체35724.025.519.18.60.310.55.26.20.6광고대행사18324.521.914.67.90.714.65.39.31.3미디어렙사2015.025.040.015.0-5.0---사애드업10-20.030.0--10.020.020.0-네트워크사체솔루션사7-28.614.328.6-28.6---유광고제작사2737.029.618.53.7-7.43.7--형매체사10626.430.220.89.4-3.85.73.8-기타4-25.025.0--50.0---※응답자BASE:국내온라인광고사업체357개사-261- 33)광고목적에적합한광고유형고객관리()o국내온라인광고사업체의응답을살펴보면,고객관리를목적으로한적합한유형으로배너광고가29.5%로가장높게나타났으며,그다음으로SNS광고(18.2%),검색광고(17.5%)순으로나타남[그림별첨1-33]광고목적에적합한광고유형고객관리()o세부업체별로살펴본결과배너광고에서매체사가,55.7%로가장높게나타났으며그다음으로광고제작사가,37.0%로나타남[표별첨1-38광고목적에적합한광고유형고객관리]()(단위:%)동영보상바이네이사례검색배너SNSPPL구분상광형광럴광티브기타수광고광고광고광고고고고광고전체35717.529.56.518.27.411.73.12.53.7광고대행사18319.915.28.620.58.614.64.64.04.0미디어렙사2015.010.010.020.010.025.0--10.0사애드업10-10.010.020.030.010.010.010.0-네트워크사체솔루션사714.314.3-28.614.328.6---유광고제작사2729.637.0-14.8-14.8-3.7-형매체사10614.255.74.714.24.71.90.9-3.8기타4---25.0-50.025.0--※응답자BASE:국내온라인광고사업체357개사-262- 34)광고목적에적합한광고유형타겟도달성()o국내온라인광고사업체의응답을살펴보면,타겟도달성을목적으로한적합한광고유형으로배너광고가25.8%로가장높게나타났으며그다음으로,SNS광고(23.7%),검색광고(16.0%)순으로나타남[그림별첨1-34광고목적에적합한광고유형타겟도달성]()o세부업체별로살펴본결과,SNS광고에서미디어렙사가35.0%로가장높게나타났으며,그다음으로애드네트워크사(30.0%),솔루션사(28.6%)순으로나타남[표별첨1-39광고목적에적합한광고유형타겟도달성]()(단위:%)동영보상바이네이사례검색배너SNSPPL구분상형광럴광티브기타수광고광고광고광고광고고고광고전체35716.025.813.523.74.96.51.84.03.7광고대행사18317.927.29.921.96.04.02.06.05.3미디어렙사2015.025.05.035.05.05.05.0-5.0사애드업1020.020.0-30.010.0--10.010.0네트워크사체솔루션사728.614.3-28.614.3--14.3-유광고제작사2729.622.214.814.83.77.47.4--형매체사1069.427.422.625.51.99.4-1.91.9기타4---25.025.050.0---※응답자BASE:국내온라인광고사업체357개사-263- 35)광고목적에적합한광고유형즉각적인반응()o국내온라인광고사업체의응답을살펴보면,즉각적인반응을목적으로한적합한광고유형으로동영상광고가31.1%로가장높게나타났으며,그다음으로SNS광고(18.5%),배너광고(14.2%)순으로나타남[그림별첨1-35광고목적에적합한광고유형즉각적인반응]()o세부업체별로살펴본결과,SNS광고에서솔루션사가42.9%로가장높게나타났으며,그다음으로미디어렙사(25.0%),애드네트워크사미디,어렙사(20.0%)순으로나타남[표별첨1-40광고목적에적합한광고유형즉각적인반응]()(단위:%)동영보상바이네이사례검색배너SNSPPL구분상광형광럴광티브기타수광고광고광고광고고고고광고전체35713.814.231.118.511.75.23.11.80.6광고대행사18319.212.627.218.513.92.62.62.01.3미디어렙사205.010.030.025.020.05.0-5.0-사애드업1010.020.020.020.020.0--10.0-네트워크사체솔루션사7-14.328.642.914.3----유광고제작사273.725.933.311.114.811.1---형매체사10611.314.238.717.93.87.55.70.9-기타425.0---50.025.0---※응답자BASE:국내온라인광고사업체357개사-264- 36)광고목적에적합한광고유형자유로운광고표현()o국내온라인광고사업체의응답을살펴보면,자유로운광고표현을목적으로한적합한광고유형으로동영상광고가36.3%로가장높게나타났으며그다음으로,SNS광고가24.9%로나타남[그림별첨1-36]광고목적에적합한광고유형자유로운광고표현()o세부업체별로살펴본결과동영상광고에서애드네트워크사가,50.0%로가장높게나타났으며,그다음으로미디어렙사(45.0%),솔루션사(42.9%)순으로나타남[표별첨1-41광고목적에적합한광고유형자유로운광고표현]()(단위:%)동영보상바이네이사례검색배너SNSPPL구분상광형광럴광티브기타수광고광고광고광고고고고광고전체3575.212.336.324.90.68.63.74.93.4광고대행사1834.614.628.528.50.79.94.04.64.6미디어렙사20-10.045.05.0-10.010.015.05.0사애드업10-10.050.010.0-10.0-20.0-네트워크사체솔루션사7-42.942.9----14.3-유광고제작사2714.811.137.025.9-7.4--3.7형매체사1065.78.544.327.40.96.63.80.91.9기타4--25.0--25.0-50.0-※응답자BASE:국내온라인광고사업체357개사-265- 37)광고목적에적합한광고유형광고에대한몰입도()o국내온라인광고사업체의응답을살펴보면광,고에대한몰입도를목적으로한적합한광고유형으로동영상광고가50.5%로압도적으로높게나타났으며그다음으로,SNS광고가15.4%로나타남[그림별첨1-37광고목적에적합한광고유형광고에대한몰입도]()o세부업체별로살펴본결과동영상광고에서솔루션사가,71.4%로가장높게나타났으며,그다음으로미디어렙사(65.0%),애드네트워크사(60.0%)순으로나타남[표별첨1-42광고목적에적합한광고유형광고에대한몰입도]()(단위:%)동영보상바이네이사례검색배너SNSPPL구분상광형광럴광티브기타수광고광고광고광고고고고광고전체3576.59.250.515.41.26.84.05.21.2광고대행사1837.39.951.010.62.05.34.66.62.6미디어렙사20-5.065.025.0--5.0--사애드업10--60.0---10.030.0-네트워크사체솔루션사714.3-71.414.3-----유광고제작사2711.17.448.17.43.77.47.47.4-형매체사1065.711.344.324.5-10.41.91.9-기타4--75.0--25.0---※응답자BASE:국내온라인광고사업체357개사-266- 38)광고목적에적합한광고유형광고요금의적절성()o국내온라인광고사업체의응답을살펴보면광고요금의적절성을,목적으로한적합한광고유형으로배너광고가32.6%로가장높게나타났으며그다음으로검색광고,(26.5%),SNS광고(11.7%)순으로나타남[그림별첨1-38]광고목적에적합한광고유형광고요금의적절성()o세부업체별로살펴본결과배너광고에서광고제작사가,51.9%로가장높게나타났으며,그다음으로매체사가48.1%로나타남[표별첨1-43광고목적에적합한광고유형광고요금의적절성]()(단위:%)동영보상바이네이사례검색배너SNSPPL구분상광형광럴광티브기타수광고광고광고광고고고고광고전체35726.532.68.611.74.66.51.53.14.9광고대행사18331.121.27.313.26.69.9-5.35.3미디어렙사205.020.015.030.010.05.0--15.0사애드업1030.030.010.020.0---10.0-네트워크사체솔루션사742.928.614.314.3-----유광고제작사2722.251.97.4--3.77.4-7.4형매체사10624.548.18.58.51.91.92.80.92.8기타4--25.0-25.050.0---※응답자BASE:국내온라인광고사업체357개사-267- 2.광고주1)광고비구성비율(2015년)o온라인광고집행광고주의응답을살펴보면,2015년광고비구성비율을살펴보면평균적으로,온라인광고(PC,모바일등가)46.0%로가장높게나타났으며,다음으로방송광고(TV,케이블등)(23.9%),인쇄광고신문(,잡지등)(17.0%),옥외광고교통빌보드등(,)(8.8%)등의순으로나타남[그림별첨2-1]광고비구성비율(2015년평균)[표별첨2-1광고비구성비율](2015년평균)(단위:%)온라인기타방송광고옥외광고광고인쇄광고(DM,취업(TV,(교통,구분사례수(PC,(신문,정보,케이블빌보드모바일잡지등)생활정보등)등)등)등)전체18046.023.917.08.83.2※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-268- 2)광고비구성비율(2016년예상)o온라인광고집행광고주의2016년광고비구성비율을살펴보면평균,적으로온라인광고(PC,모바일등가)48.2%로가장높게나타났으며다,음으로방송광고(TV,케이블등)(23.4%),인쇄광고신문잡지등(,)(16.3%),옥외광고교통빌보드등(,)(9.2%)등의순으로나타남[그림별첨2-2]광고비구성비율(2016년예상)[표별첨2-2광고비구성비율](2016년예상)(단위:%)온라인기타방송광고옥외광고광고인쇄광고(DM,취업(TV,(교통,구분사례수(PC,(신문,정보,케이블빌보드모바일잡지등)생활정보등)등)등)등)전체18048.223.416.39.23.0※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-269- 3)광고비구성비율(2017년예상)o온라인광고집행광고주의2017년광고비구성비율을살펴보면평균,적으로온라인광고(PC,모바일등가)49.7%로가장높게나타났으며,방송광고(TV,케이블등)(22.7%),인쇄광고신문잡지등(,)(15.4%),옥외광고교통빌보드등(,)(8.9%)등의순으로나타남o시간이갈수록온라인광고(PC,모바일등에대한비중이늘어나는)것으로나타남[그림별첨2-3]광고비구성비율(2017년예상)[표별첨2-3광고비구성비율](2017년평균)(단위:%)온라인기타방송광고옥외광고광고인쇄광고(DM,취업(TV,(교통,구분사례수(PC,(신문,정보,케이블빌보드모바일잡지등)생활정보등)등)등)등)전체18049.722.715.48.93.3※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-270- 4)2016년예상온라인광고매체별구성비o온라인광고집행광고주의응답을살펴보면,2016년예상온라인광고매체별구성비로는인터넷광고(PC기반가)59.4%로가장높게나타났으며,모바일광고휴대폰태블릿기반(,)(36.9%),기타보상형광(고신유형광고등,)(3.8%)의순으로나타남[그림별첨2-4]2016년예상온라인광고매체별구성비[표별첨2-4]2016년예상온라인광고매체별구성비(단위:%)기타모바일광고인터넷광고(보상형광고,구분사례수(휴대폰,(PC기반)신유형광고태블릿기반)등)전체18059.436.93.8-271- 5)2016년예상온라인광고유형별구성비o온라인광고집행광고주의응답을살펴보면,2016년예상온라인광고유형별구성비로는디스플레이(DA)광고가48.7%로가장높게나타났으며다음으로검색,(SA)광고(45.2%),기타보상형광고신유형광(,고등)(6.1%)의순으로나타남[그림별첨2-5]2016년예상온라인광고유형별구성비[표별첨2-5]2016년예상온라인광고유형별구성비(단위:%)기타디스플레이(D구분사례수검색(SA)광고(보상형광고,A)광고신유형광고등)전체18048.745.26.1※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-272- 6)SNS매체의전체광고비대비비중(2015년)o온라인광고집행광고주의응답을살펴보면,2015년광고집행중SNS매체광고집행여부에대해서예라고응답한비율이`"60.6%,`아니오라고응답한비율은`39.4%로나타남[그림별첨2-6]SNS매체광고집행여부및전체광고비대비비중(2015년)[표별첨2-6]SNS매체광고집행여부및전체광고비대비비중(2015)년(단위:%)구분사례수예아니오평균전체18060.639.420.7※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-273- 7)SNS매체의전체광고비대비비중(2016년)o온라인광고집행광고주의응답을살펴보면,2016년광고집행중SNS매체광고집행여부에대해서예라고응답한비율이`"63.3%,`아니오라고응답한비율은"36.7%로나타남[그림별첨2-7]SNS매체광고집행여부및전체광고비대비비중(2016년)[표별첨2-7]SNS매체광고집행여부및전체광고비대비비중(2016)년(단위:%)구분사례수예아니오평균전체18063.336.721.8※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-274- 8)SNS매체집행의향(2017년)o온라인광고집행광고주의응답을살펴보면,2017년광고집행중SNS매체광고집행의향에대해서예라고응답한비율이`"66.1%,`아니오라고응답한비율은"33.9%로나타남[그림별첨2-8]SNS매체광고집행의향(2017년)[표별첨2-8]SNS매체광고집행의향(2017년)(단위:%)구분사례수예아니오전체18066.133.9※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-275- 9)온라인광고매체비국내해외비중/o온라인광고집행광고주의응답을살펴보면온라인광고매체비중,2016년국내매체86.8%,2017년국내매체86.5%으로국내매체집행비중은줄어들었으나해외매체의경우,2016년13.2%,2017년13.5%로집행비중이늘어날예정인것으로나타남[그림별첨2-9온라인광고매체비국내해외비중]/[표별첨2-9온라인광고매체비국내해외비중]/(단위:%)2016년2017년구분사례수국내매체해외매체국내매체해외매체전체18086.813.286.513.5※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-276- 10)온라인광고집행을위한트래킹사활용여부o온라인광고집행광고주의응답을살펴보면온라인광고집행을위,한트래킹사를활용여부에대해서활용함이`"40.0%,`활용하지않음"은60.0%로나타남[그림별첨2-10온라인광고]집행을위한트래킹사활용여부[표별첨2-10온라인광고집행을위한트래킹사활용여부](단위:%)구분사례수활용함활용하지않음전체18040.060.0※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-277- 11)광고특성별인터넷/PC광고의충족도o온라인광고집행광고주의응답을살펴보면,광고특성별인터넷/PC광고의충족도로는즉각적인반응브랜드홍보및상품정보안내가,각각3.5점으로가장높게나타났으며다음으로,매출연계성타겟도달성이각,각3.4,점자유로운광고표현(3.3)점등의순으로나타남[그림별첨2-11]광고특성별인터넷/PC광고의충족도[표별첨2-11광고특성별인터넷]/PC광고의충족도(단위점:)브랜드자유로즉각홍보광고에광고매출타겟운고객구분사례수적인및대한요금의연계성도달성광고표관리반응상품정몰입도적절성현보안내전체1803.53.53.43.43.33.23.12.8※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-278- 12)광고특성별모바일광고의충족도o온라인광고집행광고주의응답을살펴보면,공고특성별모바일광고의충족도로는즉각적인반응이3.4점으로가장높게나타났으며다음으,로브랜드홍보및상품정보안내매출연계성이각각,3.3점으로나타남[그림별첨2-12]광고특성별모바일광고의충족도[표별첨2-12광고특성별모바일광고의충족도](단위:%)브랜드즉각홍보자유로광고에광고타겟매출고객구분사례수적인및운광고대한요금의도달성연계성관리반응상품정표현몰입도적절성보안내전체1803.43.33.33.13.13.13.02.8※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-279- 13)광고특성별방송광고의충족도o온라인광고집행광고주의응답을살펴보면광고특성별방송광고의,충족도로는브랜드홍보및상품정보안내가3.5점으로가장높게나타났으며,다음으로자유로운광고표현(3.4점),타겟도달성(3.2점),매출연계성(3.1점등의순으로나타남)[그림별첨2-13]광고특성별방송광고의충족도[표별첨2-13광고특성별방송광고의충족도](단위점:)브랜드홍보광고에자유로광고매출즉각적타겟고객구분사례수및대한운광고요금의연계성인반응도달성관리상품정몰입도표현적정성보안내전체1803.53.43.23.13.02.92.82.5※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-280- 14)광고특성별인쇄광고의충족도o온라인광고집행광고주의광고특성별인쇄광고의충족도를살펴보면브랜드홍보및,상품정보안내가2.6점으로가장높게나타났으며,다음으로자유로운광고표현(2.5)점으로나타남[그림별첨2-14]광고특성별인쇄광고의충족도[표별첨2-14광고특성별인쇄광고의충족도](단위점:)브랜드홍보자유로광고광고에즉각타겟매출고객구분사례수및운광고요금의대한적인도달성연계성관리상품정표현적절성몰입도반응보안내전체1802.62.52.42.42.42.32.32.3※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-281- 15)광고특성별옥외광고의충족도o온라인광고집행광고주의광고특성별옥외광고의충족도를살펴보면브랜드홍보및상품정보안내가,2.6점으로가장높게나타났으며다음으로자유로운광고표현매출연계성광고에대한몰입도,,,,타겟도달성이각각2.4점으로나타남[그림별첨2-15]광고특성별옥외광고의충족도[표별첨2-15광고특성별옥외광고의충족도](단위점:)브랜드자유로홍보광고에광고즉각운매출타겟고객구분사례수및대한요금의적인광고표연계성도달성관리상품정몰입도적절성반응현보안내전체1802.62.42.42.42.42.32.32.2※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-282- 16)온라인광고유형별활용경험o온라인광고집행광고주의응답을살펴보면온라인광고유형별활용,경험에대해순위는1검색광고(43.3%)가가장높게나타났고,1~3순위중복응답의경우역시검색광고(62.8%)가가장높게나타남[그림별첨2-16]온라인광고유형별활용경험[표별첨2-16온라인광고유형별활용경험](단위:%)바이럴검색광고배너광고SNS광고사례광고구분수11~311~311~311~3순위순위순위순위순위순위순위순위전체18043.362.817.251.717.245.08.337.8동영상네이티브보상형PPL광고기타사례광고광고광고구분수11~311~311~311~311~3순위순위순위순위순위순위순위순위순위순위전체1809.425.01.18.91.74.40.61.11.13.9※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-283- 17)매출연계성에적합한온라인광고유형o온라인광고집행광고주의응답을살펴보면,매출연계성에적합한온라인광고유형에대해서검색광고에대해서47.2%가가장높게나타났으며,다음으로배너광고(16.1%),SNS광고(13.3%),바이럴광고(7.8%)등의순으로나타남[그림별첨2-17]매출연계성에적합한온라인광고유형[표별첨2-17매출연계성에적합한온라인광고유형](단위:%)바이동영보상네이사례검색배너SNSPPL구분럴상형티브기타수광고광고광고광고광고광고광고광고전체18047.216.113.37.84.43.92.82.22.2※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-284- 18)브랜드홍보및상품정보안내에적합한온라인광고유형o온라인광고집행광고주의응답을살펴보면,브랜드홍보및상품정보안내에적합한온라인광고유형으로는검색광고가32.2%가가장높게나타났으며배너광고,(21.7%),SNS광고(18.9%),동영상광고(10.6%)등의순으로나타남[그림별첨2-18]브랜드홍보및상품정보안내에적합한온라인광고유형[표별첨2-18]브랜드홍보및상품정보안내에적합한온라인광고유형(단위:%)동영바이보상네이사례검색배너SNSPPL구분상럴형티브기타수광고광고광고광고광고광고광고광고전체18032.221.718.910.610.03.90.60.61.7※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-285- 19)고객관리에적합한온라인광고유형o온라인광고집행광고주의응답을살펴보면고객관리에적합한온라,인광고유형으로는SNS광고가32.8%가가장높게나타났으며검,색광고(30.0%),배너광고(18.9%),바이럴광고(7.8%)등의순으로나타남[그림별첨2-19]고객관리에적합한온라인광고유형[표별첨2-19고객관리에적합한온라인광고유형](단위:%)SNS검색배너바이럴보상형동영상네이티구분사례수기타광고광고광고광고광고광고브광고전체18032.830.018.97.83.92.8.63.3※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-286- 20)타겟도달성에적합한온라인광고유형o온라인광고집행광고주의응답을살펴보면타,겟도달성에적합한온라인광고유형으로는검색광고가27.8%로가장높게나타났으며,SNS광고(26.7%),배너광고(20.6%),동영상광고(7.8%)등의순으로나타남[그림별첨2-20]타겟도달성에적합한온라인광고유형[표별첨2-20타겟도달성에적합한온라인광고유형](단위:%)동영바이보상네이사례검색SNS배너PPL구분상럴형티브기타수광고광고광고광고광고광고광고광고전체18027.826.720.67.86.13.32.82.82.2※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-287- 21)즉각적인반응에적합한온라인광고유형o온라인광고집행광고주의응답을살펴보면,즉각적인반응에적합한온라인광고유형으로는SNS광고가28.3%가가장높게나타났으며동영상,광고(25.0%),바이럴광고(17.2%),배너광고(12.8%)등의순으로나타남[그림별첨2-21즉각적인반응에적합한온라인광고유형][표별첨2-21즉각적인반응에적합한온라인광고유형](단위:%)동영바이보상네이사례SNS검색배너PPL구분상럴형티브기타수광고광고광고광고광고광고광고광고전체18028.325.017.212.86.73.93.31.11.7※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-288- 22)자유로운광고표현에적합한온라인광고유형o온라인광고집행광고주의응답을살펴보면자유로운광고표현에,적합한온라인광고유형으로는SNS광고가28.3%로가장높게나타났으며동영상광고,(26.7%),바이럴광고(15.6%),배너광고(11.1%)등의순으로나타남[그림별첨2-22]자유로운광고표현에적합한온라인광고유형[표별첨2-22자유로운광고표현에적합한온라인광고유형](단위:%)동영바이네이보상사례SNS배너검색PPL구분상럴티브형기타수광고광고광고광고광고광고광고광고전체18028.326.715.611.110.62.82.20.62.2※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-289- 23)광고몰입도에적합한온라인광고유형o온라인광고집행광고주의응답을살펴보면광고몰입도에적합한온라,인광고유형에대해동영상광고가39.4%로가장높게나타났으며,SNS광고(20.0%),검색광고배너광고각각,(12.8%)등의순으로나타남[그림별첨2-23광고몰입도에적합한온라인광고유형][표별첨2-23광고몰입도에적합한온라인광고유형](단위:%)동영바이네이보상사례SNS검색배너PPL구분상럴티브형기타수광고광고광고광고광고광고광고광고전체18039.420.012.812.85.03.33.31.71.7※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-290- 24)광고요금적정성에적합한온라인광고유형o온라인광고집행광고주의광고요금적정성에적합한온라인광고유형을살펴보면검색광고가,35.6%로가장높게나타났으며다음으로,SNS광고(19.4%),배너광고(16.1%),동영상광고(8.9%)등으로나타남[그림별첨2-24]광고요금적정성에적합한온라인광고유형[표별첨2-24광고요금적정성에적합한온라인광고유형](단위:%)동영바이보상네이사례검색SNS광배너PPL광구분상럴형티브기타수광고고광고고광고광고광고광고전체18035.619.416.18.96.72.21.71.18.3※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-291- 25)온라인광고집행시어려움을겪는사항o온라인광고집행광고주의응답을살펴보면온라인광고집행시어,려움을겪는사항으로는순위는광고효과검증이어려움이145.6%로가장높게나타났고,1~3순위중복응답의경우역시광고효과검증이어려움이58.9%로가장높게나타남[그림별첨2-25온라인광고집행시어려움을겪는사항][표별첨2-25온라인광고집행시어려움을겪는사항](단위:%)광고비용/광고효과매체급증에광고비용이높형식등이검증의따른경쟁음정립되어있지구분사례수어려움심화않음11~311~311~311~3순위순위순위순위순위순위순위순위전체18045.658.915.647.87.841.712.831.7광고에대한광고의일부매체의광고효과가규제및매력도가독과점화낮음구분사례수제약이많음낮음11~311~311~311~3순위순위순위순위순위순위순위순위전체1803.925.67.222.86.121.11.110.6※응답자BASE:2015년월6~2016년월온라인광고집행광고주6180개사-292- 3.온라인광고이용자1)주로이용하는인터넷서비스o인터넷모바일이용자의응답을살펴보면주로이용하는인터넷서비스로/,1순위기준검색이가장높게나타났으며`",1~3순위중복응답또한`검색응답이가장높게나타남"[그림별첨3-1주로이용하는인터넷서비스]o성별로살펴보면남자가주로사용하는서비스로검색이`"47.8%로가장높게나타났으며다음으로뉴스,(17.6%),메일(10.7%),게임(8.8%)등의순으로나타났으며,여자는검색(47.5%),메일(13.5%),뉴스(10.6%)등의순으로나타남o연령대별로는모든연령대에서검색이가장높게나타났으며`",20~50대이상의경우뉴스메일의비중도높은것으로나타남,.반면,20대미만의경우소셜미디어(19.1%),게임(18.6%)의비중이상대적으로더높은것으로나타남o광고별로는경험비경험자모두검색에대한비율이가장높은것,으로나타남-293- [표별첨3-1주로이용하는인터넷서비스순위](1/1~3순위)(단위:%)사검색뉴스메일쇼핑구분례11~311~311~311~3수순위순위순위순위순위순위순위순위전체2,00047.775.814.251.312.150.73.629.4이용인터넷1,00051.479.413.351.716.159.43.637.4경험모바일1,00043.972.115.150.88.041.93.621.3남자1,03447.877.917.658.010.749.51.819.0성별여자96647.573.410.644.013.551.95.540.520대미만40839.273.85.431.12.523.02.228.920대31046.169.711.641.68.741.35.531.9연령30대35754.977.017.160.210.152.44.833.940대40450.578.519.161.915.862.14.534.950대이상52148.077.916.958.320.067.82.120.7검색경험O1,86048.076.513.950.912.049.93.530.3광고경험X14042.965.718.656.412.960.04.317.1배너경험O1,75848.276.314.150.511.448.93.429.8광고경험X24243.471.515.356.616.963.25.026.0동영상경험O1,66347.076.114.350.311.748.03.729.5광고경험X33750.774.213.956.113.663.83.328.5SNS경험O1,33547.274.413.348.710.546.13.129.4광고경험X66548.678.515.956.415.259.74.529.3보상형경험O1,31046.975.013.248.28.943.74.031.1광고경험X69049.177.216.157.018.063.82.825.9바이럴경험O1,62749.177.013.550.311.148.63.429.9광고경험X37341.370.517.255.516.459.84.327.1PPL경험O1,45646.375.314.149.310.945.93.430.6광고경험X54451.376.814.556.415.163.44.226.1네이티경험O1,32547.875.414.450.511.548.73.530.3브광고경험X67547.376.413.852.713.054.53.727.6<계속>-294- [표별첨3-1]주로이용하는인터넷서비스순위(1/1~3순위)(단위:%)소셜사게임카페지도미디어구분례11~311~311~311~3수순위순위순위순위순위순위순위순위전체2,0006.924.86.120.45.916.31.28.8이용인터넷1,0005.421.16.218.81.210.20.13.3경험모바일1,0008.428.45.922.01.27.30.76.2남자1,0345.122.58.827.04.716.20.67.1성별여자9668.827.13.113.47.116.51.910.620대미만40819.149.818.639.79.827.91.29.620대3108.733.26.828.48.419.71.613.9연령30대3572.519.03.120.24.210.41.48.740대4042.714.62.011.92.79.40.75.750대이상5212.511.91.07.35.014.61.27.5검색경험O1,8607.225.46.020.86.116.31.28.5광고경험X1403.615.76.415.02.916.41.411.4배너경험O1,7587.525.96.021.06.116.51.28.8광고경험X2422.916.16.215.74.114.91.28.3동영상경험O1,6637.727.16.321.46.116.41.29.1광고경험X3373.013.15.015.45.015.71.26.8SNS경험O1,3359.130.16.623.06.517.41.19.4광고경험X6652.414.05.015.24.714.11.47.4보상형경험O1,3108.929.27.624.47.118.51.38.9광고경험X6903.016.43.212.83.612.21.08.6바이럴경험O1,6277.226.76.321.66.016.41.28.2광고경험X3735.616.44.815.05.415.81.311.0PPL경험O1,4567.928.07.023.16.717.41.28.7광고경험X5444.216.23.513.13.713.41.18.8네이티경험O1,3257.526.75.521.36.416.01.38.5브광고경험X6755.620.97.118.74.916.91.09.2<계속>-295- [표별첨3-1]주로이용하는인터넷서비스순위(1/1~3순위)(단위:%)사진주소록캘린더메신저금융기타사편집구분례11~311~311~311~311~311~3수순순순순순순순순순순순순위위위위위위위위위위위위전체2,0000.77.30.86.90.44.80.31.70.21.30.20.9이용인터넷1,0000.22.0-0.7-0.61.87.60.56.60.21.2경험모바일1,0001.212.60.52.70.42.010.025.01.07.10.10.6남자1,0340.65.30.87.70.85.80.42.00.21.50.10.4성별여자9660.89.40.75.9-3.60.11.30.21.00.21.420대미만4080.57.80.51.50.22.9-0.20.21.20.52.520대3100.66.80.62.91.06.8-1.0-1.60.31.3연령30대357-5.91.15.30.32.8-2.20.61.4-0.640대4041.26.20.79.2-4.2-0.7-0.7--50대이상5211.09.00.812.70.66.71.03.60.21.5-0.4검색경험O1,8600.76.90.66.50.34.60.21.20.21.30.21.0광고경험X1400.712.92.912.12.17.11.48.6-1.4--배너경험O1,7580.67.10.66.70.34.70.31.50.11.20.21.0광고경험X2421.79.11.77.90.85.4-3.30.82.1--동영상경험O1,6630.77.20.66.60.34.80.11.30.21.30.21.0광고경험X3370.98.01.58.00.94.70.93.9-1.5-0.3SNS경험O1,3350.67.00.66.10.54.60.21.60.31.30.21.0광고경험X6650.98.01.18.40.25.00.32.0-1.4-0.8보상형경험O1,3100.57.30.85.10.44.90.21.60.11.00.21.1광고경험X6901.27.40.710.10.44.50.41.90.41.9-0.4바이럴경험O1,6270.67.10.66.50.34.20.21.40.21.20.21.0광고경험X3731.18.31.38.30.87.00.33.20.31.9-0.3PPL경험O1,4560.67.20.66.30.54.50.31.40.31.30.21.1광고경험X5440.97.51.18.50.25.50.22.6-1.3-0.4네이티경험O1,3250.47.20.66.70.54.90.31.6-1.10.21.1브광고경험X6751.37.41.07.10.34.40.11.90.61.80.10.4※응답자BASE:인터넷모바일이용자/2,000명-296- 2)온라인광고에대한전반적인느낌o인터넷모바일이용자의응답을살펴보면온라인광고에대한전반적/,인느낌으로는긍정적이다가`"56.2%,`부정적이다가"43.8%로다소긍정적으로느끼는것으로나타남[그림별첨3-2온라인광고에]대한전반적인느낌o성별로는남자(56.0%)와여자(56.4%)모두긍정적응답이높게나타남`"o연령대별긍정비율이30대(62.7%),20대(61.6%),40대(54.2%),50대미만(53.6%),20대미만(51.7%)의순으로나타났으며모든연령대에서,온라인광고에대해긍정적인것으로나타남o광고별로는경험자의경우모든광고에서긍정적인느낌이높은것으로나타났으나,비경험자의경우검색광고(52.9%),SNS광고(51.6%),바이럴광고(50.9%)는부정적인응답이긍정비율보다높은것으로나타남-297- [표별첨3-2온라인광고에대한전반적인느낌](단위:%)구분사례수긍정적부정적전체2,00056.243.8인터넷1,00058.241.8이용경험모바일1,00054.245.8남자1,03456.044.0성별여자96656.443.620대미만40851.748.320대31061.638.4연령30대35762.737.340대40454.245.850대이상52153.646.4경험O1,86056.943.1검색광고경험X14047.152.9경험O1,75856.943.1배너광고경험X24251.248.8경험O1,66357.043.0동영상광고경험X33752.247.8경험O1,33560.139.9SNS광고경험X66548.451.6경험O1,31059.240.8보상형광고경험X69050.449.6경험O1,62757.842.2바이럴광고경험X37349.150.9경험O1,45658.441.6PPL광고경험X54450.449.6네이티브경험O1,32557.742.3광고경험X67553.346.7※응답자BASE:인터넷모바일이용자/2,000명-298- 3)온라인광고를긍정적으로생각하는이유o인터넷모바일이용자의응답을살펴보면/,온라인광고를긍정적으로생각하는이유로1~2순위기준상품서비스정보를쉽게얻을수있`・어서가"68.6%로가장높게나타남[그림별첨3-3온라인광고를긍정적으로생각하는이유]o성별로살펴보면남자의경우1~2순위기준상품`・서비스정보를쉽게얻을수있어서"(65.5%),`색다른디자인과광고내용이흥미로워서"(40.1%),`온라인콘텐츠를무료로이용할수있게해줘서"(38.3%)등의순으로나타났으며,여자는상품`・서비스정보를쉽게얻을수있어서"(71.9%),`혜택을주는쿠폰할인등을제공해서・"(33.9%),`색다른디자인과광고내용이흥미로워서"(33.2%)등의순으로나타남o연령대별로는모든연령대에서상품`・서비스정보를쉽게얻을수있어서가가장높게나타났으며",`색다른디자인과광고내용이흥미로워서에대해서"20대미만(37.4%)과30대(48.7%)가장높은응답을보임o광고별로는경험자와비경험자모두상품`・서비스정보를쉽게얻을수있어서가가장높게나타남"-299- [표별첨3-3온라인광고를긍정적으로생각하는이유순위](1/1+2순위)(단위:%)온라인상품・서비스색다른콘텐츠를정보를쉽게디자인과사무료로얻을수광고내용이구분례이용할수있어서흥미로워서수있게해줘서11+211+211+2순위순위순위순위순위순위전체1,12453.068.616.136.715.835.7인터넷58254.869.615.635.215.336.1이용경험모바일54251.167.516.638.416.435.2남자57949.665.517.140.118.538.3성별여자54556.771.915.033.213.032.820대미만21158.873.912.837.411.425.120대19152.466.016.836.614.741.4연령30대22445.159.423.748.717.937.940대21950.268.915.536.119.236.150대이상27957.773.512.527.215.837.6검색경험O1,05853.968.915.836.615.335.6광고경험X6639.463.621.239.424.236.4배너경험O1,00053.469.116.537.415.735.7광고경험X12450.064.512.931.516.935.5동영상경험O94854.169.616.636.416.037.0광고경험X17647.263.113.638.614.828.4SNS경험O80254.070.217.637.915.336.4광고경험X32250.664.612.433.917.133.9보상형경험O77653.767.916.138.015.233.6광고경험X34851.470.116.133.917.240.2바이럴경험O94154.969.916.437.115.635.7광고경험X18343.261.714.835.016.935.5PPL경험O85053.268.616.837.415.534.8광고경험X27452.668.613.934.716.838.3네이티브경험O76453.067.816.438.617.137.0광고경험X36053.170.315.632.813.132.8<계속>-300- [표별첨3-3]온라인광고를긍정적으로생각하는이유순위(1/1+2순위)(단위:%)혜택을광고를개인주는클릭함으로맞춤형사쿠폰・할인써구매를기타정보를구분례등을쉽게할수제공해서수제공해서있어서11+211+211+211+2순위순위순위순위순위순위순위순위전체1,1249.331.73.621.11.75.20.41.1이용인터넷5828.830.13.423.01.95.00.21.0경험모바일54210.033.43.719.01.55.40.71.1남자5798.829.53.819.01.66.20.71.4성별여자5459.933.93.323.31.84.00.20.720대미만2119.028.93.821.32.89.01.44.320대19113.134.61.617.31.03.70.50.5연령30대2248.932.63.119.21.32.2--40대2199.133.35.521.50.54.1--50대이상2797.529.73.624.72.56.50.40.7검색경험O1,0589.431.83.620.91.65.10.51.1광고경험X669.130.33.024.23.06.1--배너경험O1,0008.931.33.520.61.54.70.51.2광고경험X12412.934.74.025.03.28.9--동영상경험O9488.330.23.020.91.64.90.41.1광고경험X17614.839.86.822.22.36.80.61.1SNS경험O8027.928.63.421.11.24.60.61.2광고경험X32213.039.44.021.12.86.5-0.6보상형경험O7769.733.43.421.31.74.80.31.0광고경험X3488.627.94.020.71.76.00.91.1바이럴경험O9417.931.23.220.31.54.50.51.3광고경험X18316.933.95.525.12.78.7--PPL경험O8509.232.13.321.31.44.50.61.3광고경험X2749.930.34.420.42.67.3-0.4네이티경험O7648.931.92.719.61.33.90.51.0브광고경험X36010.331.15.324.22.57.80.31.1※응답자BASE:인터넷모바일이용자/2,000명-301- 4)온라인광고를부정적으로생각하는이유o인터넷모바일이용자의응답을살펴보면/,온라인광고를부정적으로생각하는이유로1~2순위기준콘텐츠이용을방해해서가`"58.8%로가장높게나타났으며그다음으로는광고를강제로클릭하거나,`봐야만해서"(46.7%),`원하지않는콘텐츠가노출되어서"(32.3%)등의순으로나타남[그림별첨3-4]온라인광고를부정적으로생각하는이유순위(1/1+2순위)o성별로는남자여자모두콘텐츠이용을방해해서,`",`광고를강제로클릭하거나봐야만해서",`원하지않는콘텐츠가노출되어서"등의순으로나타남o연령대별로는모든연령대에서콘텐츠이용을방해해서의응답이가`"장높게나타났으며광고를강제로클릭하거나봐야만해서의응답`"이대미만에서2053.8%로타연령대에비해높게나타남o광고별로는경험자비경험자모두콘텐츠이용을방해해서가가장,`"높게나타남-302- [표별첨3-4온라인광고를부정적으로생각하는이유순위](1/1+2순위)(단위:%)광고를콘텐츠원하지않는강제로사이용을콘텐츠가클릭하거나구분례방해해서노출되어서봐야만해서수11+211+211+2순위순위순위순위순위순위전체87640.958.815.546.710.032.3인터넷41840.456.015.645.29.129.7이용경험모바일45841.361.415.548.010.934.7남자45539.656.316.046.611.634.5성별여자42142.361.515.046.88.329.920대미만19739.658.419.353.89.133.020대11943.761.316.042.07.631.9연령30대13340.663.215.843.69.030.840대18545.964.912.444.911.929.750대이상24236.850.814.546.311.234.7검색경험O80241.660.515.847.19.732.5광고경험X7432.440.512.241.913.529.7배너경험O75842.261.316.447.49.932.5광고경험X11832.242.410.242.411.031.4동영상경험O71541.861.016.947.410.233.8광고경험X16136.649.19.343.59.325.5SNS경험O53342.460.816.348.210.333.0광고경험X34338.555.714.344.39.631.2보상형경험O53441.860.516.748.59.733.5광고경험X34239.556.113.743.910.530.4바이럴경험O68641.760.116.848.39.332.8광고경험X19037.954.211.141.112.630.5PPL경험O60643.459.916.549.39.432.5광고경험X27035.256.313.340.711.531.9네이티브경험O56142.160.116.649.69.632.1광고경험X31538.756.513.741.610.832.7<계속>-303- [표별첨3-4]온라인광고를부정적으로생각하는이유순위(1/1+2순위)(단위:%)자극적이고개인정보를광고를선정적인과도하게신뢰할수기타사이미지와활용하는없어서구분례문구것같아서수11+211+211+211+2순위순위순위순위순위순위순위순위전체87611.926.016.422.75.113.10.10.3이용인터넷41812.731.117.725.64.312.20.20.2경험모바일45811.121.415.320.15.914.0-0.4남자45512.528.114.921.35.112.70.20.4성별여자42111.223.818.124.25.213.5-0.220대미만19714.728.913.218.34.17.6--20대1197.621.820.228.64.211.80.82.5연령30대13312.824.117.325.64.512.8--40대1859.722.715.722.24.315.7--50대이상24212.829.317.422.37.416.5--검색경험O80211.724.916.222.34.712.30.10.2광고경험X7413.537.818.927.09.521.6-1.4배너경험O75811.124.515.822.04.511.90.10.4광고경험X11816.935.620.327.19.321.2--동영상경험O71510.623.615.922.24.311.50.10.4광고경험X16117.436.618.624.88.720.5--SNS경험O5339.922.916.522.74.311.80.20.6광고경험X34314.930.916.322.76.415.2--보상형경험O53410.122.817.224.04.310.10.20.6광고경험X34214.631.015.220.86.417.8--바이럴경험O68611.525.216.222.74.410.50.10.4광고경험X19013.228.917.422.67.922.6--PPL경험O60610.624.915.021.65.011.20.20.5광고경험X27014.828.519.625.25.617.4--네이티경험O56110.224.616.923.44.510.00.20.4브광고경험X31514.928.615.621.66.318.7-0.3※응답자BASE:인터넷모바일이용자/2,000명-304- 5)광고클릭횟수o인터넷모바일이용자의응답을살펴보면/,광고클릭횟수에대해서하루1-2회가33.4%로가장높게나타났으며다음으로하루회이,3상(24.2%),일주일1-2회(19.9%),월1-2회(19.1%)등의순으로나타남[그림별첨3-5광고클릭횟수]o이용경험별로는인터넷(33.2%),모바일(33.5%)모두하루1-2회가가장높게나타남o성별로는남자(33.4%),여자(33.3%)모두하루1-2회가가장높게나타남o연령대별로는모든연령대에서하루1-2회가가장높게나타났으며,월1-2회의비율이가장높은연령대는40대로나타남o광고별로는경험자비경험자모두모든광고별에서하루,1-2회가가장높게나타남-305- [표별첨3-5광고클릭횟수](단위:%)하루하루일주일구분사례수월1-2회기타1-2회3회이상1-2회전체2,00033.424.219.919.13.6이용인터넷1,00033.224.321.018.43.1경험모바일1,00033.524.018.719.74.1남자1,03433.424.120.218.83.6성별여자96633.324.219.519.43.620대미만40833.824.521.316.43.920대31034.527.716.519.02.3연령30대35730.528.020.717.63.140대40429.224.517.823.35.250대이상52137.418.821.718.83.3검색경험O1,86033.824.919.918.23.3광고경험X14027.914.319.330.77.9배너경험O1,75833.425.219.918.13.4광고경험X24232.616.519.825.65.4동영상경험O1,66333.725.719.717.43.4광고경험X33731.516.320.527.34.5SNS경험O1,33535.627.719.015.22.5광고경험X66528.917.021.726.85.7보상형경험O1,31035.127.818.216.12.7광고경험X69030.017.222.924.65.2바이럴경험O1,62733.726.219.717.33.1광고경험X37331.615.320.626.55.9PPL광경험O1,45634.826.619.315.93.5고경험X54429.617.621.327.63.9네이티경험O1,32535.426.219.216.52.7브광고경험X67529.320.121.224.05.3※응답자BASE:인터넷모바일이용자/2,000명-306- 6)선호하는온라인광고유형o인터넷모바일이용자의응답을살펴보면선호하는온라인광고유형/,으로1+2순위기준검색광고가58.1%로가장높게나타났으며그다음으로는,배너광고(41.9%),보상형광고(30.1%)등의순으로나타남[그림별첨3-6]선호하는온라인광고유형순위(1/1+2순위)o성별로는남자와여자모두1+2순위기준검색광고가54.3%,62.1%로가장높게나타남o연령대별로는모든연령대에서검색광고에대한선호도가가장높게나타났으며그다음으로는,20대미만을제외하고배너광고의비율이높게나타남.20대미만의경우두번째로높은광고유형은보상형광고(23.0%)인것으로나타남o광고별로는경험자비경험자모두검색광고에대한선호도가가장,높은것으로나타남-307- [표별첨3-6선호하는온라인광고유형순위](1/1+2순위)(단위:%)보상형동영상검색광고배너광고사광고광고구분례11+211+211+211+2수순위순위순위순위순위순위순위순위전체2,00039.858.117.841.917.730.111.028.4이용인터넷1,00040.458.818.843.310.628.97.219.2경험모바일1,00039.257.316.740.511.327.87.721.4남자1,03438.154.317.741.918.131.213.132.1성별여자96641.662.117.841.917.328.98.724.320대미만40832.451.711.830.123.035.810.028.720대31033.551.622.342.916.129.412.629.7연령30대35740.655.720.242.319.029.79.829.440대40445.362.417.350.215.327.011.627.050대이상52144.565.118.443.815.428.810.927.6검색경험O1,86039.958.818.142.417.730.110.627.7광고경험X14037.947.913.635.717.130.715.737.1배너경험O1,75839.457.918.142.318.131.011.028.2광고경험X24243.059.114.939.314.923.610.329.3동영상경험O1,66338.656.718.140.818.531.811.329.6광고경험X33745.764.716.047.213.621.79.222.3SNS경험O1,33538.155.718.440.116.629.911.929.9광고경험X66543.362.916.445.420.030.59.025.3보상형경험O1,31035.354.517.939.222.736.511.028.3광고경험X69048.464.817.447.08.318.010.928.4바이럴경험O1,62739.457.918.541.917.729.910.628.1광고경험X37341.658.714.542.117.730.812.629.2PPL경험O1,45636.754.318.940.518.832.111.328.8광고경험X54448.268.014.745.814.924.810.127.2네이티경험O1,32537.756.119.142.017.731.611.729.7브광고경험X67544.061.915.141.817.627.19.525.8<계속>-308- [표별첨3-6]선호하는온라인광고유형순위(1/1+2순위)(단위:%)바이럴네이티브SNS광고PPL광고사광고광고구분례11+211+211+211+2수순위순위순위순위순위순위순위순위전체2,0007.520.34.012.81.34.91.13.7이용인터넷1,00016.128.41.55.24.412.31.03.9경험모바일1,00019.331.81.04.63.613.21.23.4남자1,0347.419.43.912.61.05.00.93.5성별여자9667.621.24.112.91.64.81.33.820대미만40815.031.66.917.40.52.70.52.020대3108.724.23.213.91.94.51.63.9연령30대3575.620.72.212.31.46.41.13.440대4044.714.43.210.12.06.40.52.550대이상5214.213.44.010.70.84.61.76.0검색경험O1,8607.620.63.912.31.24.80.93.4광고경험X1405.716.45.018.61.46.43.67.1배너경험O1,7587.220.34.212.51.24.70.93.2광고경험X2429.520.72.914.51.76.62.97.0동영상경험O1,6637.320.44.012.61.24.70.93.4광고경험X3378.019.93.913.61.55.92.14.7SNS경험O1,3359.324.33.712.11.14.90.93.0광고경험X6653.812.24.514.01.54.81.55.0보상형경험O1,3107.721.83.912.61.04.30.52.8광고경험X6907.017.54.213.01.76.12.25.2바이럴경험O1,6277.721.53.912.31.45.00.93.4광고경험X3736.415.34.614.70.84.61.94.6PPL경험O1,4568.222.74.214.11.44.50.73.1광고경험X5445.514.03.59.20.95.92.25.1네이티경험O1,3258.021.53.811.81.24.20.83.2브광고경험X6756.417.94.314.51.36.41.84.6※응답자BASE:인터넷모바일이용자/2,000명-309- 7)(응답한광고를선호하는이유)o인터넷모바일이용자의응답을살펴보면응답한/,광고를선호하는이유로1+2순위기준상품서비스정보를쉽게얻을수있어서가`・"59.6%로가장높게나타났으며그다음으로는혜택을주는쿠폰할,`/인등을제공해서가"38.2%로높게나타남[그림별첨3-7](응답한광고를선호하는이유)o성별로는1+2순위기준남자는상품서비스정보를쉽게얻을수있어`・서"(56.6%),`색다른디자인과광고내용이흥미로워서"(37.1%),`혜택을주는쿠폰・할인등을제공해서"(37.0%)등의순으로나타났으나,여자는상품`・서비스정보를쉽게얻을수있어서"(62.8%),`혜택을주는쿠폰할인등을제공해서・"(39.4%),`색다른디자인과광고내용이흥미로워서"(30.6%)등의순으로나타남o연령대별로는1+2순위기준20대미만(58.3%),20대(54.2%),30대(53.2%),40대(62.6%),50대이상(65.8%)모든연령대에서상품서비`・스정보를쉽게얻을수있어서가가장높게나타남`o광고별로는경험자비경험자모두모든광고별에서상품,`・서비스정보를쉽게얻을수있어서가가장높게나타남"-310- [표별첨3-7](응답한광고를선호하는이유)(단위:%)온라인상품・서비색다른콘텐츠를스정보를디자인과무료로쉽게얻을광고내용이이용할수구분사례수수있어서흥미로워서있게해줘서1+2순1+2순1+2순1순위1순위1순위위위위전체2,00039.959.615.934.014.131.9인터넷1,00042.062.717.434.313.431.3이용경험모바일1,00037.856.514.433.714.732.5남자1,03437.256.617.537.115.033.8성별여자96642.862.814.230.613.029.920대미만40839.058.315.035.510.326.520대31032.354.221.039.017.137.1연령30대35736.453.217.637.510.632.840대40442.862.611.929.716.633.750대이상52145.365.815.530.715.531.1검색경험O1,86040.059.815.633.514.031.9광고경험X14038.657.119.340.714.331.4배너경험O1,75840.160.415.533.813.831.5광고경험X24238.453.719.035.515.734.7동영상경험O1,66339.760.216.133.613.631.4광고경험X33740.756.715.135.916.334.1SNS경험O1,33539.359.616.835.414.432.4광고경험X66541.259.714.131.313.430.8보상형경험O1,31037.657.315.233.714.132.1광고경험X69044.263.917.234.613.931.4바이럴경험O1,62741.461.515.733.313.531.4광고경험X37333.251.216.937.016.634.0PPL경험O1,45638.759.416.033.214.132.1광고경험X54443.060.115.636.013.831.3네이티브경험O1,32539.260.015.833.214.632.7광고경험X67541.258.816.135.613.030.4<계속>-311- [표별첨3-7](응답한광고를선호하는이유)(단위:%)광고를혜택을클릭함으개인주는로써맞춤형쿠폰・할기타구매를정보를인등을구분사례수쉽게할제공해서제공해서수있어서1순1+21순1+21순1+21순1+2위순위위순위위순위위순위전체2,00018.538.25.221.24.512.02.03.2인터넷1,00016.536.44.421.04.411.21.93.1이용경험모바일1,00020.540.06.021.44.612.72.03.2남자1,03418.437.04.619.84.411.92.93.8성별여자96618.639.45.822.74.712.00.92.520대미만40822.137.74.219.14.916.24.76.620대31018.135.84.220.05.210.02.33.9연령30대35722.741.77.021.34.211.81.41.740대40417.640.84.218.35.912.41.02.550대이상52113.835.56.125.72.99.60.81.5검색경험O1,86018.638.35.221.34.612.01.93.1광고경험X14017.136.45.719.32.911.42.13.6배너경험O1,75819.038.94.820.34.811.81.93.2광고경험X24214.933.17.927.72.112.82.12.5동영상경험O1,66318.538.55.120.74.912.12.13.4광고경험X33718.436.85.923.72.411.01.21.8SNS경험O1,33518.438.34.619.74.311.22.33.4광고경험X66518.838.06.324.25.013.41.22.6보상형경험O1,31021.541.54.820.54.711.42.13.6광고경험X69012.932.05.922.64.213.01.62.3바이럴경험O1,62717.537.84.920.34.912.02.23.6광고경험X37322.839.96.725.22.711.51.11.1PPL경험O1,45618.938.65.120.64.812.32.33.7광고경험X54417.537.15.522.83.711.00.91.7네이티브경험O1,32519.239.04.419.64.611.82.33.7광고경험X67517.236.66.824.34.312.31.32.1※응답자BASE:인터넷모바일이용자/2,000명-312- 8)비선호하는온라인광고유형o인터넷모바일이용자의응답을살펴보면비선호하는온라인광고유형/,으로순위기준동영상광고1(27.6%),SNS광고(13.5%),PPL광고(11.5%)등의순으로나타났으며,1+2순위기준으로는동영상광고(41.5%),SNS광고(27.9%),바이럴광고(25.5%)등의순으로나타남[그림별첨3-8]비선호하는온라인광고유형순위(1/1+2순위)o이용경험별로는인터넷모바일모두동영상광고의선호도가가장낮은,것으로나타남o성별로는남녀모두동영상광고배너광고,,SNS광고순으로선호도가낮게나타남o연령대별로는모든연령대에서동영상광고에대한선호도가가장낮게나타났으며다음으로,배너광고에서20대미만(15.9%),30(14.0%),50대대이상(14.4%)순으로나타났으며,SNS광고에서는20대(14.5%),40대(14.6%)등의순으로응답함o광고별로는경험자비경험자모두동영상광고에대한선호도가가장,낮은것으로나타남-313- [표별첨3-8비선호하는온라인광고유형순위](1/1+2순위)(단위:%)동영상광고SNS광고바이럴광고PPL광고구분사례수1순1+21순1+21순1+21순1+2위순위위순위위순위위순위전체2,00027.641.513.527.910.525.511.525.4이용인터넷1,00027.740.713.428.49.324.911.425.4경험모바일1,00027.542.313.627.311.626.111.525.4남자1,03425.638.113.528.510.225.611.124.7성별여자96629.745.113.527.110.825.411.826.220대미만40832.646.612.027.76.419.114.228.720대31028.142.314.526.514.227.19.726.8연령30대35726.639.813.426.314.030.810.123.840대40427.241.114.630.412.128.513.427.050대이상52124.438.613.227.87.723.69.821.9검색경험O1,86028.242.213.127.410.625.811.325.5광고경험X14020.032.919.334.38.622.112.923.6배너경험O1,75828.242.013.027.310.426.211.726.1광고경험X24223.638.017.431.810.720.79.920.2동영상경험O1,66327.741.413.428.310.225.511.225.3광고경험X33727.342.113.925.811.925.512.525.8SNS경험O1,33527.141.113.025.810.926.711.826.0광고경험X66528.642.314.632.09.623.210.724.2보상형경험O1,31029.141.813.228.410.826.111.926.0광고경험X69024.841.014.126.89.724.310.624.2바이럴경험O1,62727.941.412.927.010.425.611.725.5광고경험X37326.341.816.131.610.724.910.524.9PPL경험O1,45627.741.112.526.510.926.011.325.9광고경험X54427.442.616.231.49.424.111.824.1네이티경험O1,32527.741.313.427.510.226.711.225.1브광고경험X67527.441.913.628.411.023.112.026.1<계속>-314- [표별첨3-8]비선호하는온라인유형순위(1/1+2순위)(단위:%)네이티브배너광고보상형광고검색광고사례광고구분수1+2순1+2순1+2순1+2순1순위1순위1순위1순위위위위위전체2,0009.624.813.723.87.818.46.012.8이용인터넷1,0008.722.615.224.58.921.85.411.7경험모바일1,00010.427.012.223.06.715.06.513.9남자1,03410.826.713.723.68.017.87.015.0성별여자9668.222.813.723.97.619.04.910.520대미만4088.120.815.928.45.914.74.914.020대3107.423.512.922.65.815.27.416.1연령30대3577.023.214.022.77.319.07.614.340대40410.424.010.919.66.219.15.210.450대이상52113.130.314.424.812.122.35.410.7검색경험O1,8609.725.213.823.87.818.25.512.0광고경험X1407.120.012.122.97.921.412.122.9배너경험O1,75810.024.813.423.57.517.56.012.7광고경험X2426.624.816.125.69.925.25.813.6동영상경험O1,66310.125.214.324.27.517.15.713.0광고경험X3376.822.810.721.49.524.67.411.9SNS경험O1,33510.025.413.724.27.417.56.113.3광고경험X6658.723.613.722.98.620.25.611.7보상형경험O1,3109.125.313.523.66.715.45.613.4광고경험X69010.423.914.124.19.924.16.511.6바이럴경험O1,6279.825.113.623.87.918.65.813.0광고경험X3738.623.614.223.67.217.46.412.1PPL경험O1,45610.225.513.924.57.116.86.513.7광고경험X5447.922.813.121.99.722.64.610.5네이티경험O1,32510.425.413.724.26.916.76.513.1브광고경험X6757.923.613.823.09.521.84.912.1※응답자BASE:인터넷모바일이용자/2,000명-315- 9)(응답한광고를선호하지않는이유)o인터넷모바일이용자의응답을살펴보면/,(응답한광고를선호하지않는)이유로는,1+2순위기준콘텐츠`이용을방해해서가"53.9%로가장높게나타났으며그다음으로는광고를강제로클릭하거나봐야만해서,`"(42.4%),`광고를신뢰할수없어서"(30.7%)등의순으로나타남[그림별첨3-9](응답한광고를선호하지않는이유)o성별로는남자와여자의응답을모두1+2순위기준콘텐츠이용을방해해`서",`광고를강제로클릭봐야만해서,",`광고를신뢰할수없어서",`원하지않는콘텐츠가노출되어서등의순으로나타남"o연령대별로는콘텐츠이용을방해해서에대한응답에서``1+2순위기준비율이가장높은연령대는20대(60.0%)로나타남o광고별로는경험자비경험자모두모든광고별에서콘텐츠이용을,`방해해서가가장높게나타남"-316- [표별첨3-9](응답한광고를선호하지않는이유)(단위:%)광고를원하지콘텐츠강제로광고를않는이용을클릭,신뢰할수콘텐츠가구분사례수방해해서봐야만없어서노출해서되어서11+211+211+211+2순위순위순위순위순위순위순위순위전체2,00033.654.916.242.315.430.79.327.4이용인터넷1,00034.054.917.141.715.530.67.526.2경험모바일1,00033.154.815.242.915.230.711.128.5남자1,03432.953.715.742.415.030.910.026.7성별여자96634.356.116.742.215.730.38.628.120대미만40837.058.620.849.513.226.59.634.820대31039.760.013.939.018.133.54.521.3연령30대35736.459.113.233.315.134.78.722.740대40427.253.215.141.316.330.412.426.550대이상52130.147.216.745.514.829.610.029.0검색경험O1,86034.155.316.542.915.530.69.227.9광고경험X14026.448.611.434.312.931.410.720.0배너경험O1,75834.956.316.642.515.130.59.127.8광고경험X24224.044.212.840.516.931.410.724.4동영상경험O1,66334.255.916.842.715.530.59.528.5광고경험X33730.349.912.840.414.831.28.321.7SNS경험O1,33534.756.016.241.615.830.49.328.8광고경험X66531.352.516.143.614.431.19.324.4보상형경험O1,31034.956.616.844.615.028.89.828.3광고경험X69031.051.414.938.016.134.28.425.5바이럴경험O1,62734.055.616.542.515.129.59.528.3광고경험X37331.651.514.541.316.435.78.623.1PPL경험O1,45635.156.517.043.714.628.88.928.0광고경험X54429.450.613.838.617.335.510.325.7네이티경험O1,32534.655.417.242.915.130.29.027.9브광고경험X67531.453.814.141.215.931.69.926.2<계속>-317- [표별첨3-9](응답한광고를선호하지않는이유)(단위:%)자극적이고선정적인개인정보과도기타이미지와하게활용구분사례수문구1+2순1+2순1+2순1순위1순위1순위위위위전체2,00017.325.48.019.00.40.5이용인터넷1,00017.325.38.321.00.30.3경험모바일1,00017.325.57.616.90.50.7남자1,03417.125.18.820.50.60.7성별여자96617.525.77.017.30.20.320대미만40814.219.14.410.30.71.220대31016.527.46.517.71.01.0연령30대35718.528.37.821.60.30.340대40419.627.79.220.50.20.250대이상52117.725.310.723.40.00.0검색경험O1,86016.624.47.718.50.40.4광고경험X14026.439.311.425.00.71.4배너경험O1,75816.824.97.117.40.50.5광고경험X24221.128.914.530.20.00.4동영상경험O1,66316.524.27.017.60.50.6광고경험X33721.131.212.825.80.00.0SNS경험O1,33516.524.87.017.70.50.6광고경험X66518.926.69.821.50.20.3보상형경험O1,31016.224.07.117.30.30.4광고경험X69019.428.09.622.20.60.7바이럴경험O1,62717.125.17.418.30.40.6광고경험X37318.226.510.521.70.30.3PPL경험O1,45616.624.57.318.00.50.6광고경험X54419.327.99.721.50.20.2네이티경험O1,32516.424.57.218.60.50.5브광고경험X67519.127.39.319.60.30.4※응답자BASE:인터넷모바일이용자/2,000명-318- 10)온라인광고에대한느낌검색광고()o인터넷모바일이용자의/검색광고에대한느낌으로불편하지않음전(혀불편하지않음+불편하지않음이)30.1%로불편함매우불편함(+불편함)23.4%보다높게나타났으며평균은,3.0점으로보통수준인것으로나타남[그림별첨3-10온라인광고에대한느낌검색광고]()o이용경험으로불편하지않은정도가인터넷(31.3.%)이모바일(28.7%)보다조금더높은것으로나타남o성별로는남자의점척도평균이53.0점으로여자평균(3.1점보다)낮아남성이조금더불편을느끼는것으로나타남o연령대별로는불편하지않은정도가40대(33.5%),30대(33.3%),20대미만(28.9%),50대이상(28.4%),20대(25.8%)순으로나타남o광고별로는경험자비경험자모두불편하지않은정도가,30%대로불편한정도(20%대보다높게나타남)-319- [표별첨3-10온라인광고에대한느낌검색광고]()(단위:%)전혀불편매우불편구분사례수불편함보통하지평균불편함하지않음않음전체2,,0005.717.746.726.43.73.0이용인터넷1,,0005.617.345.826.94.43.1경험모바일1,,0005.718.047.625.82.93.0남자1,0346.319.145.925.23.53.0성별여자9665.016.147.527.53.83.120대미만4084.218.948.022.86.13.120대3105.818.150.323.91.93.0연령30대3576.715.144.829.14.23.140대4046.417.642.630.03.53.150대이상5215.418.248.025.92.53.0검색경험O1,8605.217.646.127.43.83.1광고경험X14012.118.655.012.91.42.7배너경험O1,7585.417.646.127.23.63.1광고경험X2427.417.850.819.84.13.0동영상경험O1,6635.517.545.727.53.83.1광고경험X3376.218.451.620.83.03.0SNS경험O1,3355.717.246.127.04.03.1광고경험X6655.618.647.825.12.93.0보상형경험O1,3105.617.345.327.64.13.1광고경험X6905.718.449.323.92.83.0바이럴경험O1,6275.017.645.128.14.13.1광고경험X3738.318.053.618.51.62.9PPL경험O1,4565.618.344.527.73.83.1광고경험X5445.915.852.622.63.13.0네이티경험O1,3255.317.844.828.23.83.1브광고경험X6756.417.350.422.73.33.0※응답자BASE:인터넷모바일이용자/2,000명-320- 11)온라인광고에대한느낌배너광고()o인터넷모바일이용자의응답을살펴보면배너/,광고에대한느낌으로는불편하지않음전혀불편하지않음(+불편하지않음이)24.6%로불편함매우불편함(+불편함)35.2%보다낮게나타났으며평균은,2.8점으로불편한정도가높은수준인것으로나타남[그림별첨3-11온라인광고에대한느낌배너광고]()o이용경험으로불편하지않은정도가인터넷(25.8%)이모바일(23.2%)보다조금더높은것으로나타남o성별로는불편하지않은정도가여성(25.6%)이남성(23.2%)보다조금더높은것으로나타남o연령대별로는모든연령에서불편하지않은정도보다불편한정도가더높게나타남o광고별로는경험자비경험자모두불편하지않은정도가불편한정,도보다낮게나타남-321- [표별첨3-11온라인광고에대한느낌배너광고]()(단위:%)전혀불편매우불편구분사례수불편함보통하지평균불편함하지않음않음전체2,0008.426.840.321.72.92.8이용인터넷1,0007.726.739.822.63.22.9경험모바일1,0009.126.940.820.72.52.8남자1,0349.127.440.020.62.92.8성별여자9667.726.240.622.82.82.920대미만4088.325.742.919.93.22.820대3107.424.844.521.91.32.8연령30대3578.422.742.024.42.52.940대4047.930.033.424.84.02.950대이상5219.429.239.918.62.92.8검색경험O1,8608.127.039.822.22.82.8광고경험X14012.124.346.414.32.92.7배너경험O1,7587.926.939.922.42.92.9광고경험X24212.026.043.416.12.52.7동영상경험O1,6638.225.939.723.23.02.9광고경험X3379.531.543.013.92.12.7SNS경험O1,3358.325.938.823.43.52.9광고경험X6658.628.643.318.01.52.8보상형경험O1,3107.925.939.523.92.92.9광고경험X6909.428.641.917.42.82.8바이럴경험O1,6277.926.239.723.32.92.9광고경험X37310.729.242.914.52.72.7PPL경험O1,4568.426.438.823.13.32.9광고경험X5448.527.944.317.61.72.8네이티경험O1,3258.026.838.024.13.12.9브광고경험X6759.226.844.716.92.42.8※응답자BASE:인터넷모바일이용자/2,000명-322- 12)온라인광고에대한느낌동영상광고()o인터넷모바일이용자의응답을살펴보면동영상광고에대한느낌으/,로는불편하지않음전혀불편하지않음(+불편하지않음이)16.9%로불편함매우불편함(+불편함)51.0%보다낮게나타났으며평,균은2.5점으로불편한정도가높은수준인것으로나타남[그림별첨3-12온라인광고에대한느낌동영상광고]()o이용경험으로불편하지않은정도가인터넷(17.9%)이모바일(15.9%)보다조금더높은것으로나타남o성별로는불편하지않은정도가남성(18.2%)이여성(15.6%)보다조금더높은것으로나타남o연령대별로는모든연령에서불편하지않은정도보다불편한정도가더높게나타났으며그중에서도20대미만에서점평균52.4점으로가장낮은응답을보임o광고별로는경험자비경험자모두불편하지않은정도가불편한정,도보다낮게나타남-323- [표별첨3-12온라인광고에대한느낌동영상광고]()(단위:%)전혀불편매우불편구분사례수불편함보통하지평균불편함하지않음않음전체2,00016.734.332.214.62.32.5이용인터넷1,00017.532.232.415.42.52.5경험모바일1,00015.836.431.913.82.12.5남자1,03416.831.733.315.62.62.6성별여자96616.537.131.013.62.02.520대미만40822.335.027.013.22.52.420대31020.033.230.014.52.32.5연령30대35714.033.336.414.61.72.640대40413.937.133.412.92.72.550대이상52114.232.833.617.12.32.6검색경험O1,86016.834.531.814.62.32.5광고경험X14014.332.137.114.32.12.6배너경험O1,75817.234.531.314.72.32.5광고경험X24212.432.638.414.02.52.6동영상경험O1,66317.034.631.014.92.52.5광고경험X33714.832.937.713.41.22.5SNS경험O1,33516.833.331.116.12.82.5광고경험X66516.436.434.311.61.42.5보상형경험O1,31017.333.631.415.22.52.5광고경험X69015.435.733.613.51.92.5바이럴경험O1,62717.133.831.814.82.52.5광고경험X37314.536.533.813.91.32.5PPL경험O1,45617.833.930.814.82.72.5광고경험X54413.635.335.714.21.32.5네이티경험O1,32516.633.831.215.92.42.5브광고경험X67516.735.333.912.02.12.5※응답자BASE:인터넷모바일이용자/2,000명-324- 13)온라인광고에대한느낌(SNS광고)o인터넷모바일이용자의응답을살펴보면/,SNS광고에대한느낌으로는불편하지않음전혀불편하지않음(+불편하지않음이)18.8%로불편함매우불편함(+불편함)40.7%보다낮게나타났으며평균은,2.7점으로불편한정도가높은수준인것으로나타남[그림별첨3-13온라인광고에대한느낌](SNS광고)o이용경험으로불편하지않은정도가모바일(19.8%)이인터넷(17.8%)보다조금더높은것으로나타남o연령대별로는모든연령에서불편하지않은정도보다불편한정도가더높게나타났으나그중에서도20대미만에서점평균52.9점으로타연령대보다SNS광고노출에민감한정도가낮은것으로보임o광고별로는경험자비경험자모두불편하지않은정도가,10~20%대로불편한정도(30~40%대보다낮게나타남)-325- [표별첨3-13온라인광고에대한느낌](SNS광고)(단위:%)전혀불편매우불편구분사례수불편함보통하지평균불편함하지않음않음전체2,0007.733.040.616.02.82.7이용인터넷1,0008.132.142.014.83.02.7경험모바일1,0007.233.839.217.22.62.7남자1,0347.732.740.316.03.32.7성별여자9667.633.240.916.02.32.720대미만4086.626.540.720.85.42.920대3107.132.642.615.52.32.7연령30대3579.030.339.818.82.22.840대4048.237.139.114.11.52.650대이상5217.536.941.112.12.52.7검색경험O1,8607.333.040.616.22.82.7광고경험X14012.132.140.013.62.12.6배너경험O1,7587.233.240.416.42.72.7광고경험X24210.731.042.112.83.32.7동영상경험O1,6637.333.140.716.12.82.7광고경험X3379.532.040.115.72.72.7SNS경험O1,3356.829.940.319.83.22.8광고경험X6659.339.141.28.42.02.5보상형경험O1,3107.531.339.917.93.42.8광고경험X6908.036.141.912.51.62.6바이럴경험O1,6277.132.140.717.13.02.8광고경험X3739.936.739.911.32.12.6PPL경험O1,4567.731.040.217.93.22.8광고경험X5447.538.141.711.01.72.6네이티경험O1,3256.632.439.918.03.02.8브광고경험X6759.634.141.912.02.42.6※응답자BASE:인터넷모바일이용자/2,000명-326- 14)온라인광고에대한느낌보상형광고()o인터넷모바일이용자의응답을살펴보면보상형광고에대한느낌으/,로는불편하지않음전혀불편하지않음(+불편하지않음이)32.9%로불편함매우불편함(+불편함)27.9%보다높게나타났으며평균은,3.1점으로불편하지않음정도가높은수준인것으로나타남[그림별첨3-14온라인광고에대한느낌보상형광고]()o이용경험으로불편하지않은정도가모바일(34.4%)이인터넷(31.2%)보다조금더높은것으로나타남o성별로는불편하지않은정도가남성(34.4%)이여성(34.3%)보다조금더높은것으로나타남o연령대별로는모든연령에서불편한정도보다불편하지않은정도가더높게나타났으며그중에서도20대미만에서점평균53.3점으로가장높은응답을보임o보상형광고별로는경험자의불편하지않은정도가40.5%로나타난반면비경험자의경우18.2%로느끼는정도의폭이다소큰것으로나타남-327- [표별첨3-14온라인광고에대한느낌보상형광고]()(단위:%)전혀불편매우불편구분사례수불편함보통하지평균불편함하지않음않음전체2,0006.121.839.425.07.93.1이용인터넷1,0006.421.740.723.67.63.0경험모바일1,0005.821.838.026.38.13.1남자1,0346.819.139.725.78.63.1성별여자9665.424.538.924.17.03.020대미만4085.115.738.026.714.53.320대3104.820.043.523.97.73.1연령30대3577.318.238.926.98.73.140대4046.425.737.125.75.03.050대이상5216.526.939.922.34.42.9검색경험O1,8605.921.639.025.68.03.1광고경험X1409.324.343.616.46.42.9배너경험O1,7585.621.139.126.28.03.1광고경험X2429.926.440.916.16.62.8동영상경험O1,6635.620.938.626.68.33.1광고경험X3378.625.843.016.95.62.9SNS경험O1,3355.819.838.926.98.73.1광고경험X6656.825.740.321.16.22.9보상형경험O1,3105.317.736.430.010.53.2광고경험X6907.529.444.915.42.82.8바이럴경험O1,6275.721.138.226.78.43.1광고경험X3738.024.744.517.25.62.9PPL경험O1,4566.019.338.327.68.93.1광고경험X5446.428.342.317.85.12.9네이티경험O1,3255.720.637.727.58.63.1브광고경험X6757.024.042.720.06.42.9※응답자BASE:인터넷모바일이용자/2,000명-328- 15)온라인광고에대한느낌바이럴광고()o인터넷모바일이용자의응답을살펴보면/,바이럴광고에대한느낌으로는불편하지않음전혀불편하지않음(+불편하지않음이)12.8%로불편함매우불편함(+불편함)40.3%보다낮게나타났으며평균은,2.7점으로불편한정도가높은수준인것으로나타남[그림별첨3-15온라인광고에대한느낌바이럴광고]()o이용경험으로불편하지않은정도가인터넷(14.2%)이모바일(11.3%)보다조금더높은것으로나타남o성별로는불편하지않은정도가남성(13.8%)이여성(11.6%)보다조금더높은것으로나타남o연령대별로는모든연령에서불편하지않은정도보다불편한정도가더높게나타남o광고별로는경험자비경험자모두불편하지않은정도가,10%대로불편한정도(30~40%대보다낮게나타남)-329- [표별첨3-15온라인광고에대한느낌바이럴광고]()(단위:%)전혀불편매우불편구분사례수불편함보통하지평균불편함하지않음않음전체2,0008.032.347.010.82.02.7이용인터넷1,0007.733.344.812.51.72.7경험모바일1,0008.331.349.19.02.32.7남자1,0348.830.846.611.91.92.7성별여자9667.134.047.39.52.12.720대미만4087.826.555.48.61.72.720대3108.130.047.111.92.92.7연령30대3578.431.145.911.53.12.740대4048.435.443.311.61.22.650대이상5217.536.743.810.61.52.6검색경험O1,8607.832.447.310.81.82.7광고경험X14010.731.442.910.74.32.7배너경험O1,7587.632.347.411.01.82.7광고경험X24210.732.643.89.13.72.6동영상경험O1,6637.431.647.611.42.02.7광고경험X33711.035.643.67.72.12.5SNS경험O1,3358.029.347.712.72.22.7광고경험X6658.038.345.46.81.52.6보상형경험O1,3107.829.149.212.11.92.7광고경험X6908.438.442.88.32.22.6바이럴경험O1,6277.531.547.611.22.22.7광고경험X37310.235.744.08.81.32.6PPL경험O1,4568.330.247.312.32.02.7광고경험X5447.238.146.16.62.02.6네이티경험O1,3257.830.647.811.82.02.7브광고경험X6758.435.745.28.71.92.6※응답자BASE:인터넷모바일이용자/2,000명-330- 16)온라인광고에대한느낌(PPL광고)o인터넷모바일이용자의응답을살펴보면/,PPL광고에대한느낌으로는불편하지않음전혀불편(하지않음+불편하지않음이)18.0%로불편함매우불편함(+불편함)36.3%보다낮게나타났으며평균은,2.8점으로불편한정도가높은수준인것으로나타남[그림별첨3-16온라인광고에대한느낌](PPL광고)o이용경험으로불편하지않은정도가모바일(18.3%)이인터넷(17.5%)보다조금더높은것으로나타남o성별로는불편하지않은정도가여성(18.3%)이남성(17.5%)보다조금더높은것으로나타남o연령대별로는모든연령에서불편하지않은정도보다불편한정도가더높게나타남o광고별로는경험자비경험자모두불편하지않은정도가,10~20%대로불편한정도(30~40%대보다낮게나타남)-331- [표별첨3-16온라인광고에대한느낌](PPL광고)(단위:%)전혀불편하매우불편하구분사례수불편함보통지평균불편함지않음않음전체2,0007.828.545.915.42.62.8이용인터넷1,0007.228.247.115.02.52.8경험모바일1,0008.328.744.715.72.62.8남자1,0348.525.748.315.02.52.8성별여자9666.931.443.415.72.62.820대미만4086.627.246.615.93.72.820대3107.423.943.221.93.52.9연령30대3577.625.849.914.32.52.840대4049.731.941.814.62.02.750대이상5217.531.347.412.31.52.7검색경험O1,8607.428.545.915.62.62.8광고경험X14012.127.946.412.11.42.6배너경험O1,7587.228.346.016.02.42.8광고경험X24211.629.845.010.33.32.6동영상경험O1,6636.928.146.216.12.72.8광고경험X33711.930.344.511.61.82.6SNS경험O1,3357.327.645.516.72.92.8광고경험X6658.730.146.812.61.82.7보상형경험O1,3107.326.546.317.12.72.8광고경험X6908.632.245.112.02.22.7바이럴경험O1,6277.328.145.816.32.52.8광고경험X3739.930.046.411.02.72.7PPL경험O1,4567.526.745.917.12.82.8광고경험X5448.533.146.010.71.82.6네이티경험O1,3257.027.345.717.03.02.8브광고경험X6759.230.746.412.11.62.7※응답자BASE:인터넷모바일이용자/2,000명-332- 17)온라인광고의개선이필요한분야o인터넷모바일이용자의응답을살펴보면/,온라인광고의개선이필요한분야로는순위기준1`불법적이고선정적인광고제한"이30.1%로가장높게나타났으며,1~2순위중복응답의경우`소비자를현혹하는낚시성광고제한"이45.5%로가장높게나타남[그림별첨3-17온라인광고의개선이필요한분야순위](1/1+2순위)o성별로살펴보면,1~2순위기준남자는`소비자를현혹하는낚시성광고제한"(45.5%)에대한응답이가장높았으며여자는,`불법적이고선정적인광고제한"(46.0%)에대한응답이가장높게나타남o연령대별로는1~2순위기준대미만과대에서2030`소비자를현혹하는낚시성광고제한이각각"52.7%,44.3%로가장높게응답하였으며,20대는`한페이지보이는광고개수제한"(40.0%),40대및50대이상은`불법적이고선정적인광고제한각"(45.3%,48.4%)이가장높게나타남o광고별로는경험자비경험자모두,`소비자를현혹하는낚시성광고제한",`불법적이고선정적인광고제한에대해"40%이상의응답을보임-333- [표별첨3-17온라인광고의개선이필요한분야순위](1/1+2순위)(단위:%)소비자를불법적한페이지과도한콘텐츠현혹하는이고보이는개인정보이용에낚시성선정적인사례광고개수활용불편함구분광고광고수제한자제최소화제한제한1순1+21순1+21순1+21순1+21순1+2위순위위순위위순위위순위위순위전체2,00019.845.530.142.316.336.516.130.310.624.5이용인터넷1,00019.847.430.943.116.735.616.029.99.022.9경험모바일1,00019.843.529.341.515.937.316.230.612.126.1남자1,03420.345.527.338.918.537.114.828.711.726.8성별여자96619.345.433.146.014.035.717.531.99.322.020대미만40822.852.727.238.018.138.79.619.915.733.320대31015.237.425.536.520.640.017.732.98.719.0연령30대35721.044.327.240.115.436.722.138.98.417.440대40418.844.833.945.314.437.415.830.410.425.750대이상52120.245.934.248.414.431.716.330.79.224.8검색경험O1,86019.845.830.442.516.736.815.629.710.524.6광고경험X14020.041.426.440.011.431.422.137.110.722.9배너경험O1,75820.345.229.241.616.937.115.630.110.825.1광고경험X24216.547.136.847.512.031.419.431.48.719.8동영상경험O1,66320.645.230.142.516.336.115.830.310.926.0광고경험X33716.046.630.341.516.338.317.830.08.916.9SNS경험O1,33519.343.730.442.716.637.516.330.610.323.7광고경험X66520.848.929.541.515.834.315.829.511.126.0보상형경험O1,31019.644.929.942.116.937.215.729.110.725.3광고경험X69020.146.530.442.815.135.116.832.510.323.0바이럴경험O1,62720.446.029.742.516.736.315.829.710.625.1광고경험X37317.242.931.641.314.737.317.432.710.222.0PPL경험O1,45620.345.629.641.716.736.415.630.211.025.7광고경험X54418.445.031.443.915.336.617.530.39.421.3네이티경험O1,32520.546.330.842.915.835.916.030.310.525.1브광고경험X67518.543.728.741.217.237.516.330.110.723.3<계속>-334- [표별첨3-17]온라인광고의개선이필요한분야순위(1/1+2순위)(단위:%)소비자새로운맞춤형광고유형없음기타사례광고사전구분개발수동의1+21+21+21+21순위1순위1순위1순위순위순위순위순위전체2,0003.910.62.18.01.21.20.10.1이용인터넷1,0004.010.42.17.81.41.40.10.1경험모바일1,0003.710.72.08.21.01.0-0.1남자1,0344.111.41.98.81.41.40.10.1성별여자9663.69.62.27.11.01.0-0.120대미만4082.97.62.77.81.01.0--20대3106.116.12.611.03.23.20.30.6연령30대3573.412.31.48.11.11.1--40대4044.29.22.26.70.20.2--50대이상5213.39.41.57.31.01.0--검색경험O1,8603.810.42.18.01.11.10.10.1광고경험X1405.012.11.48.62.92.9-0.7배너경험O1,7583.910.52.28.21.01.00.10.1광고경험X2423.311.20.86.62.52.5--동영상경험O1,6633.59.92.08.20.80.80.10.1광고경험X3375.313.92.46.83.03.0--SNS경험O1,3354.011.32.28.40.90.90.10.1광고경험X6653.69.01.77.21.81.8--보상형경험O1,3103.710.72.07.91.41.40.10.2광고경험X6904.210.32.28.10.90.9--바이럴경험O1,6273.610.21.87.51.31.30.10.1광고경험X3734.812.13.210.20.80.8--PPL경험O1,4563.710.32.07.91.01.00.10.1광고경험X5444.211.22.28.31.71.7--네이티경험O1,3253.810.32.07.80.60.60.10.1브광고경험X6754.011.12.28.32.42.4-0.1※응답자BASE:인터넷모바일이용자/2,000명-335- 18)광고매체의신뢰도온라인광고()o인터넷모바일이용자의응답을살펴보면/,온라인광고매체를신뢰함(신뢰하는편임+매우신뢰함이)19.3%로신뢰하지않음전혀신뢰하(지않음+신뢰하지않은편임)28.4%보다낮게나타났으며평균은,2.9점으로신뢰하는정도가낮은수준인것으로나타남[그림별첨3-18광고매체의신뢰도온라인광고]()o이용경험으로신뢰하는정도가모바일(20.1%)이인터넷(18.4%)보다높게나타남o성별로는신뢰하는정도가남성(20.0%)이여성(18.5%)보다높게나타남o연령대별로는모든연령에서신뢰하는정도보다신뢰하지않는정도가더높게나타났으며그중,20대미만에서신뢰하지않은정도가33.1%로가장높게나타남o광고별로는경험자가비경험자보다광고신뢰하는정도가더높은것으로나타남-336- [표별첨3-18광고매체의신뢰도온라인광고]()(단위:%)전혀신뢰신뢰신뢰매우구분사례수하지보통하는평균하지신뢰함않는편편임않음전체2,0005.223.252.518.21.12.9이용인터넷1,0005.123.253.317.31.12.9경험모바일1,0005.223.151.619.01.12.9남자1,0345.122.852.118.81.22.9성별여자9665.223.552.817.51.02.920대미만4085.927.250.215.90.72.820대3106.521.354.517.10.62.8연령30대3574.522.751.819.31.72.940대4045.422.052.519.11.02.950대이상5214.022.353.419.01.32.9검색경험O1,8605.022.552.618.81.12.9광고경험X1407.132.150.010.00.72.7배너경험O1,7584.823.052.119.01.12.9광고경험X2427.924.055.012.01.22.7동영상경험O1,6635.122.952.018.81.32.9광고경험X3375.324.354.915.10.32.8SNS경험O1,3354.621.950.621.51.32.9광고경험X6656.225.656.211.40.62.7보상형경험O1,3105.023.051.019.61.42.9광고경험X6905.423.555.215.40.62.8바이럴경험O1,6274.622.752.718.91.12.9광고경험X3737.525.251.215.01.12.8PPL경험O1,4565.722.351.219.41.32.9광고경험X5443.725.455.714.70.62.8네이티경험O1,3255.222.352.219.01.32.9브광고경험X6755.024.952.916.40.72.8※응답자BASE:인터넷모바일이용자/2,000명-337- 19)광고매체의신뢰도방송광고()o인터넷모바일이용자의응답을살펴보면/,방송광고매체를신뢰함신(뢰하는편임+매우신뢰함이)39.2%로신뢰하지않음전혀신뢰하지(않음+신뢰하지않은편임)16.5%보다높게나타났으며평균은,3.2점으로신뢰하는정도가높은수준인것으로나타남[그림별첨3-19광고매체의신뢰도방송광고]()o이용경험으로신뢰하는정도가모바일(39.5%)이인터넷(39.2%)보다높게나타남o성별로는신뢰하는정도가남성(39.5%)이여성(38.7%)보다높게나타남o연령대별로는모든연령에서신뢰하는정도가신뢰하지않는정도보다더높게나타났으며그중,30대미만보다30대이상에서신뢰하는정도가높은것으로나타남o광고별로는경험자가비경험자보다광고신뢰하는정도가더높은것으로나타남-338- [표별첨3-19광고매체의신뢰도방송광고]()(단위:%)전혀신뢰신뢰신뢰매우구분사례수하지보통하는평균하지신뢰함않는편편임않음전체2,0003.013.544.434.84.43.2이용인터넷1,0002.713.644.934.54.33.2경험모바일1,0003.313.443.835.04.53.2남자1,0343.013.444.034.74.83.2성별여자9663.013.644.734.83.93.220대미만4083.716.446.831.41.73.120대3102.617.746.828.44.53.1연령30대3573.614.339.837.84.53.340대4042.711.942.136.17.23.350대이상5212.59.445.938.04.23.3검색경험O1,8602.713.243.735.94.53.3광고경험X1406.417.952.919.33.63.0배너경험O1,7582.613.543.336.04.63.3광고경험X2425.813.651.725.63.33.1동영상경험O1,6632.813.043.036.54.63.3광고경험X3373.915.751.026.13.33.1SNS경험O1,3352.512.443.736.25.23.3광고경험X6653.915.645.731.92.93.1보상형경험O1,3103.113.043.935.24.93.3광고경험X6902.914.545.233.93.53.2바이럴경험O1,6272.612.843.536.44.73.3광고경험X3734.616.448.327.63.23.1PPL경험O1,4563.012.743.335.95.13.3광고경험X5442.915.647.231.62.63.2네이티경험O1,3252.712.842.237.45.03.3브광고경험X6753.615.048.629.63.33.1※응답자BASE:인터넷모바일이용자/2,000명-339- 20)광고매체의신뢰도인쇄광고()o인터넷모바일이용자의응답을살펴보면/,인쇄광고매체를신뢰함신(뢰하는편임+매우신뢰함이)27.9%로신뢰하지않음전혀신뢰하지(않음+신뢰하지않은편임)19.3%보다높게나타났으며평균은,3.1점으로신뢰하는정도가높은수준인것으로나타남[그림별첨3-20광고매체의신뢰도인쇄광고]()o이용경험으로신뢰하는정도가모바일(28.3%)이인터넷(27.4%)보다높게나타남o성별로는신뢰하는정도가남성(28.3%)이여성(28.0%)보다높게나타났으나반면신뢰하지않은정도도남성(20.3%)이여성(18.1%)보다높은것으로나타나의견이상충되는것으로보임o연령대별로는연령이높아질수록광고에대한신뢰하는비율이높아지는것으로나타남o광고별로는경험자비경험자모두신뢰하는정도가신뢰하지않는정,도보다높게나타남-340- [표별첨3-20광고매체의신뢰도인쇄광고]()(단위:%)전혀신뢰신뢰신뢰매우구분사례수하지보통하는평균하지신뢰함않는편편임않음전체2,0003.915.452.925.12.83.1이용인터넷1,0003.616.652.424.33.13.1경험모바일1,0004.214.153.425.92.43.1남자1,0343.516.851.725.03.03.1성별여자9664.313.854.125.32.53.120대미만4085.614.757.620.61.53.020대3103.918.152.322.33.53.0연령30대3574.217.948.526.13.43.140대4043.515.851.027.52.23.150대이상5212.712.154.127.83.33.2검색경험O1,8603.715.452.625.72.63.1광고경험X1407.114.356.417.15.03.0배너경험O1,7583.515.652.425.72.83.1광고경험X2426.613.256.621.12.53.0동영상경험O1,6633.715.453.025.12.83.1광고경험X3375.015.152.224.92.73.1SNS경험O1,3353.614.551.926.83.23.1광고경험X6654.517.154.921.71.83.0보상형경험O1,3104.014.752.026.42.93.1광고경험X6903.816.554.622.62.53.0바이럴경험O1,6273.515.352.026.42.83.1광고경험X3735.615.556.819.62.43.0PPL경험O1,4564.014.651.626.63.13.1광고경험X5443.717.356.321.01.83.0네이티경험O1,3253.414.652.326.72.93.1브광고경험X6754.916.754.121.92.43.0※응답자BASE:인터넷모바일이용자/2,000명-341- 21)광고매체의신뢰도옥외광고()o인터넷모바일이용자의응답을살펴보면/,옥외광고매체를신뢰함신(뢰하는편임+매우신뢰함이)22.0%로신뢰하지않음전혀신뢰하지(않음+신뢰하지않은편임)22.2%보다낮게나타났으며평균은,3.0점으로신뢰하는정도와신뢰하지않은정도가비슷한수준인것으로나타남[그림별첨3-21광고매체의신뢰도옥외광고]()o이용경험으로신뢰하는정도가인터넷(23.4%)이모바일(20.5%)보다높게나타남o성별로는신뢰하는정도가남성(22.1%)이여성(21.8%)보다높게나타남o연령대별로는연령이높아질수록광고에대한신뢰하는비율이높아지는것으로나타남o광고별로는경험자가비경험자보다광고신뢰하는정도가더높은것으로나타남-342- [표별첨3-21광고매체의신뢰도옥외광고]()(단위:%)전혀신뢰신뢰신뢰매우구분사례수하지보통하는평균하지신뢰함않는편편임않음전체2,0004.018.255.919.82.23.0이용인터넷1,0003.420.153.121.32.13.0경험모바일1,0004.516.358.718.22.33.0남자1,0343.818.655.520.02.13.0성별여자9664.117.856.319.52.33.020대미만4086.421.159.611.81.22.820대3103.522.652.618.72.62.9연령30대3573.619.950.723.52.23.040대4043.717.357.719.32.03.050대이상5212.712.957.224.42.93.1검색경험O1,8603.818.155.820.12.23.0광고경험X1406.419.357.115.02.12.9배너경험O1,7583.817.756.120.02.33.0광고경험X2425.021.554.118.21.22.9동영상경험O1,6633.917.356.320.22.23.0광고경험X3374.222.653.717.52.12.9SNS경험O1,3353.716.855.221.92.33.0광고경험X6654.421.157.315.32.02.9보상형경험O1,3104.417.654.621.12.43.0광고경험X6903.219.458.417.11.93.0바이럴경험O1,6273.517.956.220.22.23.0광고경험X3735.919.654.717.72.12.9PPL경험O1,4564.017.355.620.92.13.0광고경험X5443.920.656.616.52.42.9네이티경험O1,3253.816.555.322.32.23.0브광고경험X6754.321.657.014.82.22.9※응답자BASE:인터넷모바일이용자/2,000명-343- 22)광고매체의신뢰도온라인광고()o인터넷모바일이용자의응답을살펴보면/,온라인광고매체를신뢰함(신뢰하는편임+매우신뢰함이)27.3%로신뢰하지않음전혀신뢰하(지않음+신뢰하지않은편임)26.3%보다높게나타났으며평균은,3.0점으로신뢰하는정도와신뢰하지않은정도가비슷한수준인것으로나타남[그림별첨3-22광고매체의신뢰도온라인광고]()o이용경험으로인터넷과모바일모두신뢰하는비율과신뢰하지않는비율이비슷하게나타남o성별로는남자와여자모두신뢰하는비율과신뢰하지않는비율이비슷하게나타남o연령대별로는연령이높아질수록광고에대한신뢰하는비율이높아지는것으로나타남o광고별로는경험자가비경험자보다광고신뢰하는정도가더높은것으로나타남-344- [표별첨3-22광고매체의신뢰도온라인광고]()(단위:%)전혀신뢰신뢰신뢰매우구분사례수하지보통하는평균하지신뢰함않는편편임않음전체2,0005.620.746.524.62.73.0이용인터넷1,0005.121.146.924.12.83.0경험모바일1,0006.120.246.125.12.53.0남자1,0346.119.648.522.92.83.0성별여자9665.121.744.326.42.53.020대미만4085.419.143.130.12.23.020대3105.220.346.524.23.93.0연령30대3574.817.448.725.83.43.140대4046.220.049.322.02.52.950대이상5216.124.845.521.71.92.9검색경험O1,8605.120.246.625.42.83.0광고경험X14012.927.145.014.30.72.6배너경험O1,7585.220.346.025.82.73.0광고경험X2428.323.150.415.72.52.8동영상경험O1,6635.519.945.726.02.83.0광고경험X3375.924.350.417.51.82.8SNS경험O1,3354.918.145.328.53.13.1광고경험X6656.925.748.916.71.82.8보상형경험O1,3105.319.245.027.43.13.0광고경험X6906.123.349.419.31.92.9바이럴경험O1,6275.019.746.725.92.83.0광고경험X3738.024.945.819.02.12.8PPL경험O1,4566.018.745.326.93.23.0광고경험X5444.625.949.818.41.32.9네이티경험O1,3255.319.845.526.62.73.0브광고경험X6756.222.248.420.62.52.9※응답자BASE:인터넷모바일이용자/2,000명-345- 23)광고매체의관심도방송광고()o인터넷모바일이용자의응답을살펴보면/,방송광고매체에관심있음(관심있는편임+매우관심있음이)38.1%로관심없음전혀관심없음(+관심없음)20.4%보다높게나타났으며평균은,3.2점으로관심있는정도가높은수준인것으로나타남[그림별첨3-23광고매체의관심도방송광고]()o이용경험으로관심있는정도가인터넷(39.2%)이모바일(36.9%)보다높게나타남o성별로는관심있는정도가여성(39.4%)이남성(36.9%)보다높게나타남o연령대별로는연령이높아질수록광고에대한관심있는비율이높아지는것으로나타났으며,20대미만은관심없는비율이42.9%로관심있는비율(9.8%)보다높은것으로나타남o광고별로는경험자가비경험자보다광고관심정도가더높은것으로나타남-346- [표별첨3-23광고매체의관심도방송광고]()(단위:%)전혀관심매우관심구분사례수관심보통있는관심평균없음없음편임있음전체2,0003.816.641.633.54.63.2이용인터넷1,0003.115.941.833.85.43.2경험모바일1,0004.517.241.433.13.83.1남자1,0344.217.541.532.74.23.2성별여자9663.415.541.734.35.13.220대미만4084.719.942.231.12.23.120대3103.519.744.229.72.93.1연령30대3574.514.841.535.33.93.240대4043.014.936.937.67.73.350대이상5213.514.643.433.05.63.2검색경험O1,8603.416.541.134.44.63.2광고경험X1408.617.148.620.75.03.0배너경험O1,7583.516.341.234.44.73.2광고경험X2425.818.644.626.94.13.0동영상경험O1,6633.615.841.034.84.83.2광고경험X3374.720.544.526.73.63.0SNS경험O1,3353.414.241.335.95.23.3광고경험X6654.721.242.128.63.53.0보상형경험O1,3104.015.241.734.64.63.2광고경험X6903.519.141.431.34.63.1바이럴경험O1,6273.415.640.935.34.93.2광고경험X3735.620.944.525.53.53.0PPL경험O1,4563.815.741.034.55.13.2광고경험X5443.918.943.230.73.33.1네이티경험O1,3253.316.240.634.85.13.2브광고경험X6754.717.343.630.83.63.1※응답자BASE:인터넷모바일이용자/2,000명-347- 24)광고매체의관심도인쇄광고()o인터넷모바일이용자의응답을살펴보면/,인쇄광고매체에관심있음(관심있는편임+매우관심있음이)21.5%로관심없음전혀관심없음(+관심없음)31.6%보다낮게나타났으며평균은,2.9점으로관심있는정도보다관심없는정도의수준높은것으로나타남[그림별첨3-24광고매체의관심도인쇄광고]()o이용경험으로관심있는정도가인터넷(21.8%)이모바일(21.2%)보다높게나타남o성별로는관심있는정도가남성(22.0%)이여성(20.9%)보다높게나타남o연령대별로는모든연령에서관심있는정도가관심없는정도보다더높게나타났으며그중,30대미만보다30대이상에서관심있는정도가높은것으로나타남o광고별로는경험자가비경험자보다광고관심정도가더높은것으로나타남-348- [표별첨3-24광고매체의관심도인쇄광고]()(단위:%)전혀관심매우관심구분사례수관심보통있는관심평균없음없음편임있음전체2,0007.024.647.018.82.72.9이용인터넷1,0006.423.648.219.42.42.9경험모바일1,0007.525.545.818.23.02.8남자1,0347.523.347.119.12.92.9성별여자9666.325.946.918.42.52.820대미만40810.832.147.39.60.22.620대3107.729.041.318.43.52.8연령30대3576.223.845.920.43.62.940대4045.221.548.022.33.03.050대이상5215.418.850.122.53.33.0검색경험O1,8606.624.747.019.12.62.9광고경험X14011.422.947.114.34.32.8배너경험O1,7586.825.046.419.22.72.9광고경험X2428.321.151.716.12.92.8동영상경험O1,6636.824.746.619.42.52.9광고경험X3377.723.749.015.73.92.8SNS경험O1,3356.723.445.521.33.02.9광고경험X6657.426.949.913.72.12.8보상형경험O1,3107.624.246.418.92.92.9광고경험X6905.725.248.118.72.32.9바이럴경험O1,6276.524.745.820.32.62.9광고경험X3738.823.952.312.12.92.8PPL경험O1,4567.524.246.119.42.72.9광고경험X5445.525.449.417.12.62.9네이티경험O1,3256.823.446.320.92.62.9브광고경험X6757.326.848.314.73.02.8※응답자BASE:인터넷모바일이용자/2,000명-349- 25)광고매체의관심도옥외광고()o인터넷모바일이용자의응답을살펴보면/,옥외광고매체에관심있음(관심있는편임+매우관심있음이)18.8%로관심없음전혀관심없음(+관심없음)31.6%보다낮게나타났으며평균은,2.8점으로관심없는정도가높은수준인것으로나타남[그림별첨3-25광고매체의관심도옥외광고]()o이용경험으로관심있는정도가모바일(19.0%)이인터넷(18.5%)보다높게나타남o성별로는관심있는정도가여성(20.3%)이남성(17.3%)보다높게나타남o연령대별로는모든연령에서관심있는정도가관심없는정도보다더높게나타났으며그중,20대미만에서관심있는정도가14.9%로타연령대비가장낮은것으로나타남o광고별로는경험자가비경험자보다광고관심정도가더높은것으로나타남-350- [표별첨3-25광고매체의관심도옥외광고]()(단위:%)전혀관심매우관심구분사례수관심보통있는관심평균없음없음편임있음전체2,0006.625.049.816.62.22.8이용인터넷1,0006.027.348.216.12.42.8경험모바일1,0007.122.651.317.02.02.8남자1,0346.825.250.715.12.22.8성별여자9666.324.648.818.12.22.920대미만4088.629.447.114.20.72.720대3106.826.145.819.71.62.8연령30대3575.925.251.013.74.22.940대4046.422.850.018.62.22.950대이상5215.422.353.216.92.32.9검색경험O1,8606.325.149.616.92.12.8광고경험X14010.022.951.412.13.62.8배너경험O1,7586.625.348.717.22.22.8광고경험X2426.222.357.412.02.12.8동영상경험O1,6636.924.849.216.82.22.8광고경험X3374.725.552.215.42.12.8SNS경험O1,3356.322.350.418.52.52.9광고경험X6657.130.248.412.61.72.7보상형경험O1,3106.923.748.618.32.42.9광고경험X6905.827.251.913.21.92.8바이럴경험O1,6276.524.549.817.02.22.8광고경험X3737.026.849.614.52.12.8PPL경험O1,4566.922.949.917.72.52.9광고경험X5445.530.349.313.41.52.8네이티경험O1,3256.323.149.918.52.22.9브광고경험X6757.028.649.512.72.22.7※응답자BASE:인터넷모바일이용자/2,000명-351- 26)광고매체제품및서비스구매이용결정영향정도온라인광고/()o인터넷모바일이용자의응답을살펴보면/,광고매체제품및서비스구매이용시온라인광고가영향을미쳤는가에대해서영향을미침/(영향을미치는편+매우영향을미침이)31.3%로영향을미치지않음전혀(영향을미치지않음영향을미치지않음+)23.2%보다높게나타났으며,평균은3.1점으로영향을미치는정도가높은수준인것으로나타남[그림별첨3-26광고매체제품및서비스구매이용결정영향정도]/(온라인광고)o이용경험으로영향을미치는정도가모바일(31.4%)이인터넷(31.2%)보다높게나타남o성별로는영향을미치는정도가여성(33.8%)이남성(29.0%)보다높게나타남o연령대별로는모든연령에서영향을미치는정도가영향을미치지않는정도보다더높게나타났으며영향을미치는정도비율은연,령이낮을수록높게나타남o광고별로는경험자의경우영향을미치는정도가영향을미치지않는정도보다높은것으로나타난반면비경험자의경우영향을미,치지않는정도가더높은것으로나타남-352- [표별첨3-26]광고매체제품및서비스구매이용결정영향정도/(온라인광고)(단위:%)전혀영향을영향을매우영향을구분사례수미치지보통미치는영향을평균미치지않음편미침않음전체2,0006.017.245.628.52.83.1이용인터넷1,0005.717.745.428.23.03.1경험모바일1,0006.216.645.828.82.63.1남자1,0346.118.246.725.93.13.0성별여자9665.816.044.431.32.53.120대미만4086.615.739.534.63.73.120대3105.214.249.029.42.33.1연령30대3576.416.844.529.42.83.140대4045.919.144.827.03.23.050대이상5215.618.849.723.82.13.0검색경험O1,8605.616.845.529.13.03.1광고경험X14010.721.447.120.00.72.8배너경험O1,7585.616.645.029.93.03.1광고경험X2428.721.150.018.61.72.8동영상경험O1,6636.016.344.430.33.03.1광고경험X3375.621.451.619.61.82.9SNS경험O1,3355.314.843.433.33.13.1광고경험X6657.222.049.918.82.12.9보상형경험O1,3105.816.342.532.23.13.1광고경험X6906.218.751.421.42.22.9바이럴경험O1,6275.416.544.430.82.93.1광고경험X3738.319.850.918.52.42.9PPL경험O1,4566.015.943.531.33.33.1광고경험X5445.720.451.321.11.52.9네이티경험O1,3255.716.543.031.63.23.1브광고경험X6756.518.450.722.42.13.0※응답자BASE:인터넷모바일이용자/2,000명-353- 27)광고매체제품및서비스구매이용결정영향정도방송광고/()o인터넷모바일이용자의응답을살펴보면광고매체제품및서비스구/,매이용시방송광고가/영향을미쳤는가에대해서영향을미침영향을(미치는편+매우영향을미침이)42.6%로영향을미치지않음전혀영(향을미치지않음영향을미치지않음+)20.0%보다높게나타났으며,평균은3.2점으로영향을미치는정도가높은수준인것으로나타남[그림별첨3-27광고매체제품및서비스구매이용결정영향정도]/(방송광고)o이용경험으로영향을미치는정도가모바일(43.4%)이인터넷(41.7%)보다높게나타남o성별로는영향을미치는정도가여성(43.4%)이남성(41.8%)보다높게나타남o연령대별로는모든연령에서영향을미치는정도가영향을미치지않는정도보다더높게나타났으며영향을미치는정도비율은연령이,높을수록비중이높게나타남o광고별로는경험자가비경험자보다구매이용의향미치는정도가더/높은것으로나타남-354- [표별첨3-27광고매체제품및서비스구매이용결정영향정도]/(방송광고)(단위:%)전혀영향을영향을매우영향을구분사례수미치지보통미치는영향을평균미치지않음편미침않음전체2,0004.515.537.537.35.33.2이용인터넷1,0003.916.338.135.66.13.2경험모바일1,0005.114.736.838.94.53.2남자1,0344.716.636.836.35.53.2성별여자9664.214.338.138.35.13.320대미만4085.920.841.229.22.93.020대3105.215.241.933.24.53.2연령30대3574.816.534.238.95.63.240대4043.713.935.139.67.73.350대이상5213.512.135.943.05.63.4검색경험O1,8604.215.636.638.35.33.2광고경험X1408.613.649.323.65.03.0배너경험O1,7584.415.536.238.55.53.3광고경험X2425.415.746.728.14.13.1동영상경험O1,6634.615.235.838.85.73.3광고경험X3373.917.245.729.73.63.1SNS경험O1,3354.014.935.339.16.73.3광고경험X6655.616.741.833.52.43.1보상형경험O1,3104.715.338.336.05.83.2광고경험X6904.215.935.839.74.33.2바이럴경험O1,6274.114.936.438.95.73.3광고경험X3736.218.241.830.03.83.1PPL경험O1,4564.814.936.537.56.33.3광고경험X5443.717.140.136.62.63.2네이티경험O1,3254.515.234.939.36.03.3브광고경험X6754.416.142.433.23.93.2※응답자BASE:인터넷모바일이용자/2,000명-355- 28)광고매체제품및서비스구매이용결정영향정도인쇄광고/()o인터넷모바일이용자의응답을살펴보면/,광고매체제품및서비스구매/이용시인쇄광고가영향을미쳤는가에대해서영향을미침영향을미치(는편+매우영향을미침이)23.4%로영향을미치지않음전혀영향을(미치지않음+영향을미치지않음)31.1%보다낮게나타났으며평균,은2.9점으로영향을미치지않음정도가높은수준인것으로나타남[그림별첨3-28광고매체제품및서비스구매이용결정영향정도]/(인쇄광고)o이용경험으로영향을미치는정도가인터넷(23.9%)이모바일(22.8%)보다높게나타남o성별로는영향을미치는정도가남성(24.4%)이여성(22.3%)보다높게나타남o연령대별로는모든연령에서영향을미치는정도보다영향을미치지않는정도가더높게나타났으며영향을미치는정도비율은연령,이높을수록비중이높게나타남o광고별로는경험자와비경험자모두구매이용결정에영향을미치지/않는정도가미치는정도보다높은것으로나타남-356- [표별첨3-28광고매체제품및서비스구매이용결정영향정도]/(인쇄광고)(단위:%)전혀영향을영향을매우영향을구분사례수미치지보통미치는영향을평균미치지않음편미침않음전체2,0006.824.345.620.23.22.9이용인터넷1,0006.524.944.720.63.32.9경험모바일1,0007.023.746.519.73.12.9남자1,0347.323.744.720.83.62.9성별여자9666.224.946.619.52.82.920대미만40812.035.340.910.51.22.520대3106.824.245.219.04.82.9연령30대3575.022.749.019.04.22.940대4046.222.347.022.02.52.950대이상5214.218.446.127.63.63.1검색경험O1,8606.524.645.520.33.02.9광고경험X14010.020.046.417.95.72.9배너경험O1,7586.725.044.520.53.32.9광고경험X2427.019.453.717.42.52.9동영상경험O1,6637.024.444.620.83.22.9광고경험X3375.324.050.416.93.32.9SNS경험O1,3356.223.643.023.43.82.9광고경험X6657.825.750.813.72.02.8보상형경험O1,3107.125.044.020.43.52.9광고경험X6906.123.048.619.72.62.9바이럴경험O1,6276.424.644.721.03.32.9광고경험X3738.323.149.616.42.72.8PPL경험O1,4567.323.744.221.43.42.9광고경험X5445.125.949.416.92.62.9네이티경험O1,3256.623.544.821.73.22.9브광고경험X6757.025.847.117.03.12.8※응답자BASE:인터넷모바일이용자/2,000명-357- 29)광고매체제품및서비스구매이용결정영향정도옥외광고/()o인터넷모바일이용자의응답을살펴보면/,광고매체제품및서비스구매이용시옥외광고가/영향을미쳤는가에대해서영향을미침영향을(미치는편+매우영향을미침이)18.1%로영향을미치지않음전혀(영향을미치지않음+영향을미치지않음)33.1%보다낮게나타났으며평균은,2.8점으로영향을미치지않음정도가높은수준인것으로나타남[그림별첨3-29광고매체제품및서비스구매이용결정영향정도]/(옥외광고)o이용경험으로영향을미치는정도가인터넷(18.4%)이모바일(17.7%)보다높게나타남o성별로는영향을미치는정도가여성(19.1%)이남성(17.1%)보다높게나타남o연령대별로는40대이하에서영향을미치는정도가영향을미치지않는정도보다더높게나타난반면,50대이상에서는영향을미치는정도(31.2%)보다영향을미치지않는정도(22.6%)가높은것으로나타남o광고별로는경험자와비경험자모두구매이용결정에영향을미치지/않는정도가미치는정도보다높은것으로나타남-358- [표별첨3-29광고매체제품및서비스구매이용결정영향정도]/(옥외광고)(단위:%)전혀영향을영향을매우영향을구분사례수미치지보통미치는영향을평균미치지않음편미침않음전체2,0008.424.748.915.72.42.8이용인터넷1,0008.526.246.915.82.62.8경험모바일1,0008.223.250.915.62.12.8남자1,0348.324.849.814.62.52.8성별여자9668.424.647.916.92.22.820대미만40812.528.947.110.31.22.620대3108.425.848.414.52.92.8연령30대3577.824.446.518.52.82.840대4047.723.350.716.61.72.850대이상5216.022.150.918.03.12.9검색경험O1,8608.224.848.915.82.32.8광고경험X14010.022.949.315.02.92.8배너경험O1,7588.524.948.415.92.42.8광고경험X2427.423.152.914.52.12.8동영상경험O1,6638.824.248.616.12.42.8광고경험X3376.227.350.413.92.12.8SNS경험O1,3357.922.249.617.52.82.8광고경험X6659.229.647.512.21.52.7보상형경험O1,3108.524.047.517.42.62.8광고경험X6908.125.951.612.51.92.7바이럴경험O1,6278.224.848.216.32.42.8광고경험X3738.824.151.713.12.12.8PPL경험O1,4569.123.747.417.22.62.8광고경험X5446.327.452.911.81.72.8네이티경험O1,3257.823.249.317.22.42.8브광고경험X6759.327.648.112.72.22.7※응답자BASE:인터넷모바일이용자/2,000명-359- 30)온라인쇼핑중배너광고를통해재방문유도하는광고경험o인터넷모바일이용자의응답을살펴보면/,`온라인쇼핑중배너광고를통해재방문을유도하는광고에대한경험함이"60.2%로나타났으며,39.8%는경험이없는것으로나타남[그림별첨3-30]온라인쇼핑중배너광고를통해재방문유도하는광고경험o성별로는남자56.2%,여자64.5%가경험이있는것으로나타남o연령대별로는20(65.8%),30(63.4%),40(61.4%),20대대대대미만(61.5%),50대이상(52.6%)순으로경험이있는비율이높게나타남o광고별로는각광고별경험자의경우유도광고경험이있는비율이과반수이상인것으로나타났으나비경험자의경우,50.0%미만인것으로나타남-360- [표별첨3-30온라인쇼핑중배너광고를통해재방문유도하는광고]경험(단위:%)구분사례수있음없음전체2,00060.239.8인터넷1,00060.439.6이용경험모바일1,00060.040.0남자1,03456.243.8성별여자96664.535.520대미만40861.538.520대31065.834.2연령30대35763.636.440대40461.438.650대이상52152.647.4경험O1,86062.737.3검색광고경험X14026.473.6경험O1,75863.536.5배너광고경험X24236.064.0경험O1,66364.935.1동영상광고경험X33736.863.2경험O1,33567.932.1SNS광고경험X66544.855.2경험O1,31066.833.2보상형광고경험X69047.752.3경험O1,62765.634.4바이럴광고경험X37336.563.5경험O1,45666.633.4PPL광고경험X54443.057.0경험O1,32569.730.3네이티브광고경험X67541.658.4※응답자BASE:인터넷모바일이용자/2,000명-361- 31)배너형태광고에대한인식o인터넷모바일이용자의응답을살펴보면배너형태광고에대한인식/,으로부정부정(+부정2+부정의비율이3)38.8%로나타났으며긍정,(긍정+긍정5+긍정의비율은6)30.0%로부정의비율이높은것으로나타남[그림별첨3-31]배너형태광고에대한인식o성별로는부정부정(+부정2+부정의비율이남자가3)41.4%여자가36.3%로남자가더부정적인편으로나타남o연령대별로는부정부정(+부정2+부정의비율이3)20대미만에서43.1%로타연령대비높게나타남o광고별로는SNS광고비경험자에서12.4%로부정부정(+부정2+부정의비율이타광고대비높게나타남3)-362- [표별첨3-31배너형태광고에대한인식](단위:%)구분사례수부정23보통56긍정평균전체1,2049.911.517.431.420.38.01.73.7이용인터넷6048.810.617.532.919.58.32.33.8경험모바일60011.012.317.229.821.07.71.03.6남자58111.911.418.126.921.08.42.43.7성별여자6238.011.616.735.619.67.51.03.720대미만2518.49.625.132.718.35.20.83.620대2048.316.215.730.917.69.32.03.7연령30대22711.512.317.627.824.24.81.83.640대24810.19.314.136.320.68.90.83.850대이상27410.910.914.229.220.411.32.93.8검색경험O1,1679.811.617.431.520.27.91.63.7광고경험X3713.58.116.227.021.610.82.73.8배너경험O1,1179.811.817.631.319.78.01.73.7광고경험X8710.36.913.832.227.68.01.13.9동영상경험O1,08010.211.917.530.620.47.71.83.7광고경험X1247.38.116.137.919.410.50.83.9SNS경험O9068.911.116.931.820.29.12.03.8광고경험X29812.812.418.830.220.54.70.73.5보상형경험O8759.611.916.630.521.08.51.93.7광고경험X32910.610.319.533.718.26.70.93.6바이럴경험O1,0689.611.518.231.619.28.11.83.7광고경험X13611.811.011.029.428.77.40.73.8PPL경험O9709.912.017.131.319.87.92.03.7광고경험X2349.89.418.431.622.28.10.43.7네이티경험O92310.012.117.431.619.77.31.83.7브광고경험X2819.69.317.130.622.110.31.13.8※응답자BASE:온라인쇼핑중배너광고를통해재방문유도하는광고경험응답자1,204명-363- 32)광고인지정보인지구분이안되는게시물경험o인터넷모바일이용자의응답을살펴보면/,광고인지정보인지구분이안되는게시물을경험한비율이62.2%로나타났으며,37.8%가경험이없는것으로나타남[그림별첨3-32광고인지]정보인지구분이안되는게시물경험o성별로는남자60.9%,여자63.6%가경험이있는것으로나타남o연령대별로는연령이낮을수록광고인지정보인지구분이안되는게시물에대한경험비율이높은것으로나타남o광고별로는모든광고별경험자에서60.0%이상의경험비율을나타났으며비경험자는,모든광고별에서경험이보상형광고만51.0%로경험이있는것으로나타남-364- [표별첨3-32광고인지정보인지구분이안되는게시물경험](단위:%)구분사례수있음없음전체2,00062.237.8인터넷1,00061.138.9이용경험모바일1,00063.336.7남자1,03460.939.1성별여자96663.636.420대미만40866.933.120대31064.835.2연령30대35761.338.740대40460.939.150대이상52158.541.5경험O1,86064.335.7검색광고경험X14034.365.7경험O1,75865.834.2배너광고경험X24236.064.0경험O1,66367.432.6동영상광고경험X33736.563.5경험O1,33570.629.4SNS광고경험X66545.454.6경험O1,31068.131.9보상형광고경험X69051.049.0경험O1,62767.632.4바이럴광고경험X37338.661.4경험O1,45668.831.2PPL광고경험X54444.555.5네이티브경험O1,32572.028.0광고경험X67543.057.0※응답자BASE:인터넷모바일이용자/2,000명-365- 33)광고인지정보인지구분안되는게시물에대한인식o인터넷모바일이용자의응답을살펴보면광고인지정보인지구분안/,되는게시물에대한인식으로부정부정(1+2+3)이60.3%,긍정긍정(5+6+7)18.9%로부정적인비율이긍정비율보다더높게나타남[그림별첨3-33광고인지정보인지구분안되는게시물에대한인식]o성별로는남자는부정부정(1+2+3)이58.5%로나타났으나여자는부정,(부정1+2+3)이62.4%로남자보다더높게나타남o연령대별로는연령이높아질수록긍정긍정(5+6+7)비율이높아지는것으로나타남o광고별로는경험자의경우검색광고(22.3%),배너광고(22.1%),동영상광고(22.3%),보상형광고(21.6%),PPL광고(22.2%),네이티브광고(22.5%)는부정이가장높게나타났으며3,SNS광고(21.7%),바이럴광고(22.1%)는부정이가장높게나타남o비경험자의경우는SNS광고(27.2%),보상형광고(23.3%),바이럴광고(24.3%)는부정이가장높게나타남3-366- [표별첨3-33광고인지정보인지구분안되는게시물에대한인식](단위:%)구분사례수부정23보통56긍정평균전체1,24421.117.122.120.712.85.20.93.1이용인터넷61121.916.522.721.311.54.71.33.0경험모바일63320.417.721.520.214.15.7.53.1남자63022.115.421.020.813.85.61.43.1성별여자61420.218.923.320.711.74.90.33.020대미만27327.122.320.122.35.12.20.72.720대20125.419.418.918.911.95.00.52.9연령30대21918.713.726.516.017.46.80.93.240대24617.916.721.522.414.66.10.83.250대이상30517.413.823.322.615.46.21.33.3검색경험O1,19621.217.222.320.712.35.30.93.1광고경험X4818.814.616.720.825.04.2-3.3배너경험O1,15721.917.622.120.312.05.11.03.0광고경험X8711.510.321.826.423.06.9-3.6동영상경험O1,12122.117.822.320.112.04.90.93.0광고경험X12312.211.420.326.820.38.10.83.6SNS경험O94221.717.620.519.913.36.21.03.1광고경험X30219.515.627.223.511.32.30.73.0보상형경험O89221.017.421.620.613.05.50.93.1광고경험X35221.616.523.321.012.24.50.93.0바이럴경험O1,10022.117.421.820.712.15.10.83.0광고경험X14413.915.324.320.818.16.31.43.4PPL경험O1,00221.918.022.219.911.95.50.83.0광고경험X24218.213.621.924.416.54.11.23.2네이티경험O95422.117.322.520.112.15.00.83.0브광고경험X29017.916.620.722.815.25.91.03.2※응답자BASE:광고와정보구분이안되는게시물경험응답자1,244명-367- 34)맞춤형온라인광고제공시이용의향여부o인터넷모바일이용자의응답을살펴보면/,맞춤형온라인광고제공시이용의향여부에대해서이용의향없음전혀이용의향없음(+이용의향없음비율이)23.8%,이용의향있음(매우이용의향있음+이용의향있음비율이)35.3%로이용의향이있는편인것으로나타남[그림별첨3-34맞춤형온라인광고제공시이용의향여부]o성별로는전혀이용의향없음의비율이남자는11.3%여자는11.2%로비슷한수준인것으로나타났지만매우이용의향있음의비율은남,자가8.1%여자가5.5%로남자가더높게나타남o연령대별로는전혀이용의향없음의비율이20대(13.2%)에서가장높게나타났으며,매우이용의향있음의비율은20대미만에서13.7%로타연령대비높게나타남o광고별로는전혀이용의향없음의비율이배너광고비경험자에서15.7%로가장높게나타났으며매우이용의향있음의비율은보상,형광고경험자에서8.3%로가장높게나타남-368- [표별첨3-34맞춤형온라인광고제공시이용의향여부](단위:%)전혀매우이용이용이용이용구분사례수의향보통의향평균의향의향없음있음없음있음전체2,00011.312.541.128.46.93.1이용인터넷1,00011.211.640.928.57.83.1경험모바일1,00011.313.341.228.35.93.0남자1,03411.312.140.727.88.13.1성별여자96611.212.841.429.15.53.020대미만4089.611.037.528.213.73.320대31013.213.942.924.85.22.9연령30대35712.012.941.227.26.73.040대40410.613.141.829.55.03.050대이상52111.311.942.030.74.03.0검색경험O1,86010.512.540.629.07.33.1광고경험X14020.711.446.420.01.42.7배너경험O1,75810.612.440.029.77.23.1광고경험X24215.712.848.319.04.12.8동영상경험O1,66310.812.238.930.47.73.1광고경험X33713.413.651.618.72.72.8SNS경험O1,33510.012.337.532.27.93.2광고경험X66513.712.848.120.84.72.9보상형경험O1,31010.911.338.231.38.33.1광고경험X69011.914.646.522.94.12.9바이럴경험O1,62710.312.139.630.47.63.1광고경험X37315.513.947.219.63.82.8PPL경험O1,45611.312.238.729.78.03.1광고경험X54411.013.147.424.83.73.0네이티경험O1,32510.512.537.731.87.43.1브광고경험X67512.712.347.621.65.83.0※응답자BASE:인터넷모바일이용자/2,000명-369- 35)맞춤형광고선별을위해개인정보등필요시제공의향여부o인터넷모바일이용자의응답을살펴보면/,맞춤형광고선별을위해개인정보등필요시제공의향여부에대해그렇지않음전혀그렇지(않음+그렇지않음의비율이)35.7%,그러함(매우그러함+그러함)의비율이26.1%로그렇지않은편인것으로나타남[그림별첨3-35맞춤형광고선별을위해개인정보등필요시제공]의향o성별로는여자의그렇지않음전혀그렇지않음그렇지않음의비율(+)이35.7%,남자는33.7%로여자가더그렇지않은편인것으로나타남o연령대별로는대에서전혀그렇지않음의비율이4016.1%로타연령대비높게나타났으며,매우그러함에서는40대와20대모두3.5%로타연령대비높게나타남o광고별로는전혀그렇지않음의비율이검색광고20~49인에서22.9%로타광고대비가장높게나타났으며매우그러함의비율은,PPL광고경험자에서3.8%로타광고대비높게나타남-370- [표별첨3-35맞춤형광고선별을위해개인정보등필요시제공]의향(단위:%)전혀그렇지매우구분사례수그렇지보통그러함평균않음그러함않음전체2,00015.420.338.323.03.12.8이용인터넷1,00014.820.637.923.13.62.8경험모바일1,00016.020.038.722.82.52.8남자1,03414.419.337.924.83.62.8성별여자96616.521.338.721.02.52.720대미만40812.519.143.921.13.42.820대31017.718.741.019.03.52.7연령30대35716.020.234.526.92.52.840대40416.120.336.623.53.52.850대이상52115.422.336.323.62.52.8검색경험O1,86014.820.738.023.33.12.8광고경험X14022.915.042.117.92.12.6배너경험O1,75815.020.537.823.43.32.8광고경험X24218.619.041.719.41.22.7동영상경험O1,66315.420.437.123.63.42.8광고경험X33715.419.644.219.61.22.7SNS경험O1,33514.220.036.026.53.42.8광고경험X66517.920.943.015.82.42.6보상형경험O1,31014.719.637.624.73.42.8광고경험X69016.721.639.719.72.32.7바이럴경험O1,62714.620.537.623.83.42.8광고경험X37318.819.641.319.01.32.6PPL경험O1,45615.719.736.324.53.82.8광고경험X54414.521.943.818.81.12.7네이티경험O1,32515.421.136.024.13.52.8브광고경험X67515.418.842.820.72.22.8※응답자BASE:인터넷모바일이용자/2,000명-371- 36)개인정보제공여부결정시필요한절차o인터넷모바일이용자의응답을살펴보면/,개인정보제공여부결정시필요한절차로순위기준정보수집에대한충분이1`"30.3%로가장높게나타났고,1~2순위중복응답의경우불필요하거나잦은광고`수신방지에대한약속"(38.8%),`개인정보수집에대한충분한설명및사전동의"(38.7%)등에서높게나타남[그림별첨3-36개인정보제공여부결정시필요한]절차순위(1/1+2순위)o성별로살펴보면1+2순위기준남자는불필요하거나`잦은광고수신방지에대한약속"(41.1%)이가장높게나타났으며,여자는개인정보`수집에대한충분한설명및사전동의"(29.1%),`정보수집자인터넷서(비스사업자의개인정보보호에대한강력한)의지"(38.3%)에대해가장높은응답을나타남o연령대별로살펴보면1+2순위기준30대이하에서`불필요하거나잦은광고수신방지에대한약속의응답이가장높게나타났으며",40대이상으로는개인정보수집에대한충분한`설명및사전동의에"대한응답이가장높게나타남-372- [표별첨3-36개인정보제공여부결정시필요한절차순위](1/1+2순위)(단위:%)개인정보불필요정보수집자개인수집에하거나개인정보보식별정보를대한잦은사호에대한수집하지충분한광고수신구분례강력한않겠다는설명및방지에수의지약속사전동의대한약속11+211+211+211+2순위순위순위순위순위순위순위순위전체2,00030.338.717.035.019.038.813.330.3이용인터넷1,00018.336.931.240.318.235.912.231.0경험모바일1,00019.640.729.437.015.834.114.329.5남자1,03431.439.016.835.420.741.112.028.2성별여자96629.138.317.234.617.136.314.632.420대미만40831.638.012.727.223.546.814.734.120대31030.636.816.835.219.741.618.138.7연령30대35727.234.721.638.918.540.610.429.140대40434.743.814.134.717.837.112.627.550대이상52127.839.019.638.616.130.911.725.1검색경험O1,86030.138.416.834.819.339.213.330.5광고경험X14032.941.419.337.114.333.612.126.4배너경험O1,75830.738.617.435.318.638.813.330.5광고경험X24227.339.314.033.121.538.812.828.5동영상경험O1,66330.538.517.134.618.639.313.730.9광고경험X33729.439.516.336.820.836.211.027.0SNS경험O1,33530.238.517.436.020.040.013.631.2광고경험X66530.538.916.233.116.836.412.628.3보상형경험O1,31030.237.617.034.819.540.114.032.1광고경험X69030.640.617.035.417.836.411.926.8바이럴경험O1,62730.338.716.734.719.540.113.430.3광고경험X37330.338.318.236.216.633.212.630.0PPL경험O1,45629.838.017.234.918.840.114.031.1광고경험X54431.640.416.535.319.535.311.227.9네이티경험O1,32529.938.116.935.518.638.814.431.8브광고경험X67531.139.717.233.919.638.811.027.3<계속>-373- [표별첨3-36]개인정보제공여부결정시필요한절차순위(1/1+2순위)(단위:%)개인정보보개인정보보개인정보제호를위한호를위한공에대한사기타기술적법・제도적부가적혜택구분례보호장치보호강화제공수11+211+211+211+2순위순위순위순위순위순위순위순위전체2,0008.325.09.223.83.08.5-0.1이용인터넷1,0008.125.29.622.82.47.9--경험모바일1,0008.524.78.824.83.69.1-0.1남자1,0347.124.48.721.83.310.1-0.1성별여자9669.625.69.726.02.76.8--20대미만4088.124.06.120.63.29.3--20대3106.521.65.818.12.67.7-0.3연령30대35710.626.99.023.52.86.2--40대4048.924.59.224.02.78.4--50대이상5217.526.713.829.83.510.0--검색경험O1,8608.124.79.423.63.08.7-0.1광고경험X14010.728.67.126.43.66.4--배너경험O1,7588.124.58.923.63.08.7-0.1광고경험X2429.928.111.225.23.37.0--동영상경험O1,6638.124.59.023.42.98.7-0.1광고경험X3379.227.310.125.83.37.4--SNS경험O1,3358.124.07.922.22.88.0-0.1광고경험X6658.726.811.727.13.39.5--보상형경험O1,3107.923.48.423.13.18.9-0.1광고경험X6909.128.010.725.22.97.7--바이럴경험O1,6277.924.19.223.23.18.9-0.1광고경험X37310.228.79.426.52.77.0--PPL경험O1,4568.324.59.023.13.08.2-0.1광고경험X5448.326.39.725.63.19.2--네이티경험O1,3257.923.79.324.02.98.0-0.1브광고경험X6759.027.49.023.43.19.5--※응답자BASE:인터넷모바일이용자/2,000명-374- 37)주요검색사이트의광고를통한비용확보여부인지o인터넷모바일이용자의응답을살펴보면/,주요검색사이트의광고를통한비용확보여부에대해66.0%가알고있다고응답했으며`",34.0%가모르고있는것으로나타남[그림별첨3-37주요]검색사이트의광고를통한비용확보여부인지o성별로는남자68.0%,여자63.9%가인지하고있는것으로나타남o연령대별로는20대미만54.2%,20대61.6%,30대70.6%,40대66.6%,50대이상66.4%가인지하고있는것으로나타남o광고별로는경험자는과반수이상이인지하고있는것으로나타났으나,비경험자의경우SNS광고(52.0%),보상형광고(56.1%),PPL광고(51.3%),네이티브광고(51.9%)만인지하고있는비율이높은것으로나타남-375- [표별첨3-37주요검색사이트의광고를통한비용확보여부인지](단위:%)구분사례수알고있음모르고있음전체2,00066.034.0인터넷1,00064.036.0이용경험모바일1,00068.032.0남자1,03468.032.0성별여자96663.936.120대미만40864.235.820대31061.638.4연령30대35770.629.440대40466.633.450대이상52166.433.6경험O1,86067.832.2검색광고경험X14042.157.9경험O1,75869.031.0배너광고경험X24244.255.8경험O1,66370.729.3동영상광고경험X33743.057.0경험O1,33573.027.0SNS광고경험X66552.048.0경험O1,31071.228.8보상형광고경험X69056.143.9경험O1,62770.429.6바이럴광고경험X37346.953.1경험O1,45671.528.5PPL광고경험X54451.348.7네이티브경험O1,32573.226.8광고경험X67551.948.1※응답자BASE:인터넷모바일이용자/2,000명-376- 38)온라인콘텐츠이용시광고를접하지않고유료로사용할의향o인터넷모바일이용자의응답을살펴보면/,온라인콘텐츠이용시광고를접하지않고유료로이용할의향에대해77.4%는없는것으로나타났으며,22.6%는유료로사용할의향이있는것으로나타남[그림별첨3-38]온라인콘텐츠이용시광고를접하지않고유료로사용할의향o성별로는남자24.2%,여자20.9%만이유료로이용할의향이있는것으로나타남o연령대별로는30대(29.4%),20대(27.4%),40대(23.5%),50대이상(21.3%),20대미만(13.7%)의순으로유료로이용할의향정도가높은것으로나타남o광고별로는모든광고별에서23.0%미만이유료로사용할의향이있는것으로나타남-377- [표별첨3-38]온라인콘텐츠이용시광고를접하지않고유료로사용할의향(단위:%)구분사례수있음없음전체2,00022.677.4인터넷1,00023.176.9이용경험모바일1,00022.177.9남자1,03424.275.8성별여자96620.979.120대미만40813.786.320대31027.472.6연령30대35729.470.640대40423.576.550대이상52121.378.7경험O1,86022.777.3검색광고경험X14020.779.3경험O1,75823.077.0배너광고경험X24219.480.6경험O1,66323.876.2동영상광고경험X33716.983.1경험O1,33526.473.6SNS광고경험X66515.085.0경험O1,31024.775.3보상형광고경험X69018.681.4경험O1,62723.876.2바이럴광고경험X37317.282.8경험O1,45624.975.1PPL광고경험X54416.483.6네이티브경험O1,32526.273.8광고경험X67515.684.4※응답자BASE:인터넷모바일이용자/2,000명-378- 39)온라인서비스이용시광고가보이지않도록하는광고차단o인터넷모바일이용자의응답을살펴보면/,온라인서비스이용시광고차단프로그램활용경험이없다는비율이72.5%로나타났으며,27.5%는사용경험이있는것으로나타남[그림별첨3-39]온라인서비스이용시광고가보이지않도록하는광고차단프로그램활용경험o성별로는남자29.2%,여자25.7%는경험이있는것으로나타남o연령대별로는20대미만22.5%,20대33.2%,30대31.9%,40대28.5%,50대이상24.2%가경험이있는것으로나타남o광고별로는경험자비경험자모두온라인서비스이용시광고차단,프로그램을활용한경험이없다는비율이있다는비율보다높게나타남-379- [표별첨3-39온라인]서비스이용시광고가보이지않도록하는광고차단프로그램활용경험(단위:%)구분사례수있음없음전체2,00027.572.5인터넷1,00026.973.1이용경험모바일1,00028.171.9남자1,03429.270.8성별여자96625.774.320대미만40822.577.520대31033.266.8연령30대35731.968.140대40428.571.550대이상52124.275.8경험O1,86028.171.9검색광고경험X14019.380.7경험O1,75828.371.7배너광고경험X24221.578.5경험O1,66329.270.8동영상광고경험X33719.380.7경험O1,33532.467.6SNS광고경험X66517.682.4경험O1,31030.669.4보상형광고경험X69021.678.4경험O1,62729.970.1바이럴광고경험X37316.983.1경험O1,45630.469.6PPL광고경험X54419.980.1경험O1,32532.068.0네이티브광고경험X67518.781.3※응답자BASE:인터넷모바일이용자/2,000명-380- 40)광고차단프로그램활용의향o인터넷모바일이용자의응답을살펴보면/,광고차단프로그램활용의향여부에대해‘의향이있다’가46.5%로나타났으나,53.5%는‘의향이없다’로나타남[그림별첨3-40광고차단]프로그램활용의향o성별로는남자48.2%,여자44.7%는경험이있는것으로나타남o연령대별로는20대미만(49.7%),50대이상(48.1%),30대(47.3%),40대(45.7%),20대(38.6%)의순으로활용경험비율이높게나타남o광고별로는경험자비경험자모두광고차단프로그램활용경험비율,이50%보다낮게나타났으나,그중네이티브광고경험자의경우광고차단프로그램활용경험이50.4%로활용경험이없는비율보다높게나타남-381- [표별첨3-40광고차단프로그램활용의향](단위:%)구분사례수있음없음전체1,45046.553.5인터넷1,00045.154.9이용경험모바일1,00047.852.2남자73248.251.8성별여자71844.755.320대미만31649.750.320대20738.661.4연령30대24347.352.740대28945.754.350대이상39548.151.9경험O1,33748.251.8검색광고경험X11326.573.5경험O1,26048.351.7배너광고경험X19034.765.3경험O1,17849.750.3동영상광고경험X27232.467.6경험O90249.450.6SNS광고경험X54841.658.4경험O90948.451.6보상형광고경험X54143.356.7경험O1,14049.250.8바이럴광고경험X31036.563.5경험O1,01449.051.0PPL광고경험X43640.659.4네이티브경험O90150.449.6광고경험X54940.159.9※응답자BASE:인터넷모바일이용자/2,000명-382- 41)다수의콘텐츠접근이어려운경우광고차단프로그램활용의향o인터넷모바일이용자의응답을살펴보면/,다수의콘텐츠접근이어려운경우광고차단프로그램활용의사에대해서는이용의향없음전혀이(용의향없음+이용의향없음이)33.6로나타났으며이용의향%,있음매우이용의향있음(+이용의향있음은)27.1%로나타나이용의향이없는비율이더높은것으로나타남[그림별첨3-41]다수의콘텐츠접근이어려운경우광고차단프로그램활용의향o성별로는이용의향없음전혀이용의향없음(+이용의향없음의)비율이남자는31.0%,여자는36.4%로여자비율이남자비율보다높은것으로나타남o연령대별로는20대미만에서전혀이용의향없음이21.6%로타연령대비높게나타남o광고별로는이용의향없음전혀이용의향없음(+이용의향없음)의비율이이용의향있음매우이용의향있음(+이용의향있음)비율보다높은것으로나타남-383- [표별첨3-41]다수의콘텐츠접근이어려운경우광고차단프로그램활용의향(단위:%)전혀매우이용이용이용이용구분사례수의향보통의향평균의향의향없음있음없음있음전체2,00015.917.739.421.85.32.8이용인터넷1,00016.716.938.821.95.72.8경험모바일1,00015.118.439.921.74.92.8남자1,03415.016.040.822.55.72.9성별여자96616.919.537.821.04.92.820대미만40821.619.436.514.58.12.720대31015.516.841.322.93.52.8연령30대35713.719.637.823.55.32.940대40415.615.640.324.83.72.950대이상52113.417.140.723.45.42.9검색경험O1,86015.718.038.522.35.52.8광고경험X14018.613.650.015.02.92.7배너경험O1,75816.417.638.122.55.32.8광고경험X24212.417.848.316.55.02.8동영상경험O1,66317.017.437.522.16.02.8광고경험X33710.419.048.420.22.12.8SNS경험O1,33516.616.837.123.26.42.9광고경험X66514.619.443.918.93.22.8보상형경험O1,31017.217.437.222.75.62.8광고경험X69013.518.143.520.14.82.8바이럴경험O1,62716.317.938.022.35.42.8광고경험X37314.216.445.019.64.82.8PPL경험O1,45617.018.536.321.96.32.8광고경험X54412.915.447.421.52.82.9네이티경험O1,32516.817.836.822.46.22.8브광고경험X67514.217.344.320.63.62.8※응답자BASE:인터넷모바일이용자/2,000명-384- 42)콘텐츠를유료로활용해야하는경우광고차단프로그램활용의향o인터넷모바일이용자의응답을살펴보면/,콘텐츠를유료로활용해야하는경우광고차단프로그램활용의향여부에대해이용의향없음전혀(이용의향없음+이용의향없음이)47.8%,이용의향있음매우이(용의향있음+이용의향있음은)19.5%로나타나이용의향이없는편인것으로나타남[그림별첨3-42]콘텐츠를유료로활용해야하는경우광고차단프로그램활용의향o성별로는이용의향있음(매우이용의향있음+이용의향있음의)비율이남자는21.1%여자는17.6%인것으로남자의이용의향이여자보다높은것으로나타남o연령대별로는의향있음(매우이용의향있음+이용의향있음의)비율이30대에서26.0%로가장높게나타났으며,이용의향없음전혀(이용의향없음+이용의향없음의)비율은20대미만에서58.8%로가장높게나타남o광고별로는보상형광고경험자가전혀이용의향없음이27.3%로타광고대비가장높게나타남-385- [표별첨3-42]콘텐츠를유료로활용해야하는경우광고차단프로그램활용의향(단위:%)전혀매우이용이용이용이용구분사례수의향보통의향평균의향의향없음있음없음있음전체2,00025.722.132.815.24.32.5이용인터넷1,00027.321.730.715.25.12.5경험모바일1,00024.022.534.915.13.52.5남자1,03425.420.832.616.24.92.5성별여자96625.923.533.014.03.62.520대미만40837.521.327.010.33.92.220대31020.621.038.715.54.22.6연령30대35721.021.031.919.66.42.740대40422.821.834.916.64.02.650대이상52124.824.432.814.63.52.5검색경험O1,86025.722.232.515.14.52.5광고경험X14025.021.436.415.71.42.5배너경험O1,75826.222.531.914.94.42.5광고경험X24221.519.039.316.93.32.6동영상경험O1,66326.922.231.015.24.72.5광고경험X33719.321.741.814.82.42.6SNS경험O1,33526.420.131.816.35.42.5광고경험X66524.226.034.912.82.12.4보상형경험O1,31027.321.930.915.14.82.5광고경험X69022.622.536.415.23.32.5바이럴경험O1,62725.622.232.215.44.62.5광고경험X37326.021.435.414.22.92.5PPL경험O1,45626.322.032.414.35.02.5광고경험X54423.922.433.817.52.42.5네이티경험O1,32525.621.732.515.25.02.5브광고경험X67525.823.033.315.03.02.5※응답자BASE:인터넷모바일이용자/2,000명-386- 43)최종학력o인터넷모바일이용자의응답을살펴보면/,최종학력으로는대졸이57.9%로가장높게나타났으며다음으로고졸,(24.1%),중졸(10.3%),대학원졸(7.2%),초졸(0.4%),무학(0.2%)의순으로나타남[그림별첨3-43최종학력]o성별로는남자는대졸이58.8%로가장높게나타났으며다음으로,고졸(21.2%),중졸(11.0%)등의순으로나타났으며,여자는대졸이56.9%,고졸(27.2%),중졸(9.4%)등의순으로나타남o연령대별로는20대이상연령대에서대졸이가장높은것으로나타남o광고별로는경험자비경험자모두대졸이가장높은것으로나타남,-387- [표별첨3-43최종학력](단위:%)대학원구분사례수무학초졸중졸고졸대졸졸전체2,0000.20.410.324.157.97.2이용인터넷1,0000.20.410.325.157.36.7경험모바일1,0000.10.410.223.158.57.7남자1,034-0.211.021.258.88.8성별여자9660.30.69.427.256.95.520대미만408-1.747.348.02.9-20대310--1.026.569.43.2연령30대357--0.610.481.08.140대4040.2--13.477.29.250대이상5210.40.21.321.763.313.1검색경험O1,8600.10.410.324.058.17.1광고경험X1400.7-9.325.755.78.6배너경험O1,7580.10.510.523.858.26.9광고경험X2420.4-8.726.455.49.1동영상경험O1,6630.10.411.323.857.27.1광고경험X3370.30.35.025.561.17.7SNS경험O1,3350.10.611.724.355.87.5광고경험X6650.2-7.423.862.16.6보상형경험O1,3100.20.613.724.454.96.3광고경험X6900.1-3.823.663.68.8바이럴경험O1,6270.10.411.123.558.36.6광고경험X3730.30.56.726.556.09.9PPL경험O1,4560.10.511.823.556.87.3광고경험X5440.20.26.125.760.87.0네이티경험O1,3250.20.59.722.960.16.6브광고경험X6750.10.311.326.453.68.3※응답자BASE:인터넷모바일이용자/2,000명-388- 44)통신요금o인터넷모바일이용자의응답을살펴보면/,통신요금으로는5~10만원미만이40.7%,3~5만원미만이40.2%로비슷하게높게나타났으며,다음으로만원미만3(14.5%),10만원이상(4.6%)의순으로나타남[그림별첨3-44통신요금]o성별로는남자는5~10만원미만이42.2%로가장높게나타났고여,자는3~5만원미만(40.7%)이가장높게나타남o연령대별로는20대미만(53.2%),40대(40.3%),50대이상(44.9%)는3~5만원미만이가장높게나타났으며,20대(53.2%),30대(52.4%)는5~10만원미만이가장높게나타남o광고별로는경험자의경우모든광고별에서3~5만원미만이가장높게나타났으나비경험자의경우에는모든광고별에서,5~10만원미만이가장높게나타남-389- [표별첨3-44통신요금](단위:%)3만원3~5만원5~10만원10만원구분사례수미만미만미만이상전체2,00014.540.240.74.6이용인터넷1,00015.338.441.74.6경험모바일1,00013.742.039.74.6남자1,03414.139.742.24.0성별여자96614.940.739.15.320대미만40817.953.228.40.520대3109.429.053.28.4연령30대35711.528.052.48.140대40415.640.338.95.250대이상52116.144.936.32.7검색경험O1,86013.740.241.54.7광고경험X14025.740.030.73.6배너경험O1,75813.840.241.15.0광고경험X24219.840.538.01.7동영상경험O1,66313.740.041.54.9광고경험X33718.741.236.83.3SNS경험O1,33512.039.742.95.4광고경험X66519.541.236.23.0보상형경험O1,31013.338.942.55.3광고경험X69016.842.637.23.3바이럴경험O1,62713.639.042.55.0광고경험X37318.545.633.02.9PPL경험O1,45613.439.342.15.2광고경험X54417.542.636.92.9네이티경험O1,32513.638.442.35.7브광고경험X67516.343.737.52.5※응답자BASE:인터넷모바일이용자/2,000명-390- 45)직업o인터넷모바일이용자의응답을살펴보면/,종사하고있는직업및직종으로는사무종사자가38.1%로가장높게나타났으며다음으로,학생(22.5%),전업주부(11.8%),전문가및관련종사자(8.1%)등의순으로나타남[그림별첨3-45]직업o성별로는남자는사무종사자(36.1%),학생(23.1%),전문가및관련종사가(9.4%)등의순으로나타났으며여자는사무종사자,(29.9%),전업주부(24.3%),학생(21.7%)등의순으로나타남o연령대별로는대미만의경우학생이가장높게나타났으며20,20대이상에서는사무종사자에근로하는비율이가장높은것으로나타남o광고별로는경험자의경우모든광고별에서사무종사자다음으로학생이많은것으로나타났으나비경험자의경우네이티브광고를제외,한다른광고별에서사무종사자다음으로학생이많은것으로나타남o반면비경험자중네이티브광고의경우모두사무종사자다음으로,학생이많은것으로나타남-391- [표별첨3-45직업](단위:%)전문서농임기능가및사무비어업원및사관판매관련종스숙련관련구분례리종사종사종종기능수자자사자사사종사자자자자전체2,0003.18.133.15.14.00.52.3이용인터넷1,0003.28.731.64.64.20.62.6경험모바일1,0002.97.434.65.63.70.42.0남자1,0345.09.436.15.44.10.73.7성별여자9660.96.629.94.83.80.30.820대미만408-0.22.00.21.00.20.520대3100.69.037.76.52.91.03.5연령30대3571.77.358.09.02.81.12.840대4045.411.444.83.75.9-2.250대이상5216.011.528.66.56.10.42.7검색경험O1,8603.17.833.45.13.70.52.4광고경험X1402.910.729.35.77.90.70.7배너경험O1,7583.07.834.14.93.50.52.4광고경험X2423.39.526.06.67.40.81.7동영상경험O1,6633.07.934.04.83.10.52.3광고경험X3373.38.628.86.88.00.32.4SNS경험O1,3353.47.634.24.82.90.62.3광고경험X6652.38.930.85.76.00.32.3보상형경험O1,3102.57.332.54.43.30.62.7광고경험X6904.19.634.26.55.20.31.6바이럴경험O1,6273.27.633.75.03.30.62.5광고경험X3732.49.930.65.66.70.31.6PPL경험O1,4563.27.833.44.73.40.62.2광고경험X5442.88.832.26.15.50.22.6네이티경험O1,3253.87.735.15.13.80.52.4브광고경험X6751.58.729.25.24.30.62.1<계속>-392- [표2-2-3-45]직업(단위:%)장치기사계조작단순전업주무직/구분례및노무군인학생부기타수조립직종사자전체2,0001.11.90.111.822.56.7이용인터넷1,0001.61.70.110.823.76.6경험모바일1,0000.62.1-12.721.26.8남자1,0341.53.20.1-23.17.7성별여자9660.60.5-24.321.75.620대미만4080.20.5--91.93.220대3101.91.3-1.023.211.3연령30대3571.42.50.37.8-5.340대4040.51.5-19.30.25.050대이상5211.53.3-24.20.29.0검색경험O1,8601.11.60.111.623.56.3광고경험X1400.76.4-14.38.612.1배너경험O1,7581.11.60.110.923.86.3광고경험X2421.23.7-17.812.49.5동영상경험O1,6631.01.6-10.724.96.2광고경험X3371.53.60.316.910.49.2SNS경험O1,3351.01.30.19.127.05.5광고경험X6651.23.2-17.113.29.0보상형경험O1,3100.91.50.19.528.96.0광고경험X6901.42.8-16.110.18.1바이럴경험O1,6271.11.50.111.224.46.0광고경험X3731.13.8-14.213.99.9PPL경험O1,4561.01.4-9.626.66.2광고경험X5441.53.30.217.511.48.1네이티경험O1,3250.91.6-11.521.76.0브광고경험X6751.52.50.112.323.98.1※응답자BASE:인터넷모바일이용자/2,000명-393- 1.광고주-394- -395- -396- -397- -398- -399- 1.사업체-400- -401- -402- -403- -404- -405- -406- -407- 3.이용자-408- -409- -410- -411- -412- -413- 1.조사완료광고주리스트연번사업자명업종순위11XN시스템즈컴퓨터및전기통신2천호식품식품3홈스토리생활서비스4경주월드리조트서비스5지매드패션6서울현대직업전문학교컴퓨터및전기통신7㈜소프톤엔터테인먼트컴퓨터및전기통신8모다아울렛패션9㈜블랙야크패션10JTN미디어서비스11대명위드원산업기기12디앤엠컴퓨터및전기통신13㈜최선네트웍스서비스14㈜신영와코루패션15신세계서비스16대한제당SP식품17보광휘닉스파크서비스18단국대학교교육및복지후생19두산엔진산업기기20대한의사협회제약및의료21롯데렌탈서비스22평안엘앤씨패션23주식회사팡게임컴퓨터및전기통신24삼성증권금융보험및증권/25SG연기아카데미서비스26서울예술대학교교육및복지후생27두리화장품화장품및보건용품28선문대학교교육및복지후생29에몬스가구정밀기기및사무기기30삼광유리글라스락서비스31미쉐린기초재32SM신용정보서비스33명인제약제약및의료34㈜인스밸리금융보험및증권/35아이더패션36㈜네오션게이트서비스-414- 연번사업자명업종순위137고려은단㈜식품39교촌에프앤비㈜식품40인카금융서비스㈜가정용품41한국투자증권금융보험및증권/42㈜서희건설건설건재및부동산/43우미건설강릉우미린건설건재및부동산/44유안타증권금융보험및증권/45제일정형외과병원제약및의료46정식품식품47유네스코관공서및단체48윌리엄그랜드앤선코리아유통49아이배넷유통50눈사랑안경유통51쎌바이오텍식품52원자력병원제약및의료53원할머니보쌈식품54에코로바패션55모두에이치비화장품및보건용품56핀플레이유통57에스앤씨시스템즈금융보험및증권/58강원도청관공서및단체59한국씨티은행금융보험및증권/60신한금융투자금융보험및증권/61㈜마상소프트컴퓨터및전기통신62미스터피자식품63동아오츠카음료및기호시품64SK증권금융보험및증권/65일동후디스㈜식품66이지건설주식회사건설건재및부동산/67서울우유협동조합음료및기호시품68S-OIL화학공업69랄프로렌코리아패션70지산리조트서비스71조선대학교교육및복지후생72웅진식품음료및기호시품73제주신협금융보험및증권/74하이모제약및의료75일동생활건강식품76해마로푸드서비스망터치식품-415- 연번사업자명업종순위177한국무역보험공사금융보험및증권/78한우자조금관리위원회식품79구름컴퍼니서비스80금호폴리켐화학공업81동대문미래창조재단관공서및단체82클리오화장품및보건용품83파라다이스서비스84CNP차앤박화장품화장품및보건용품85필코인터내셔널화장품및보건용품86리얼야구존컴퓨터및전기통신87한국배연합회관공서및단체88해냄출판사출판89한국표준협회관공서및단체90한국월드키친가정용품91SK루부리컨츠기초재92한돈자조금위원회유통93이마트유통94에어부산서비스95이브자리가정용품96잇츠스킨화장품및보건용품97한국과수농협연합회관공서및단체98써브웨이음료및기호시품99대구광역시청관공서및단체100노루페인트화학공업101현대해상금융보험및증권/102위즈덤하우스출판103세라제화㈜패션104아이몰피엠지가정용품105일화음료및기호시품106종근당제약및의료107크라운출판사출판108토이트론가정용품109원앤원주식회사식품110미래에셋자산운용금융보험및증권/111참좋은레져서비스112키출판사출판113비엘성형외과피부과의원제약및의료114에스플란트치과병원제약및의료115한국피자헛식품-416- 연번사업자명업종순위1116쌍용건설건설건재및부동산/117Tempur가정용품118제우메디컬화장품및보건용품119한국수력원자력관공서및단체120금호타이어기초재121석플란트치과병원제약및의료122롯데홈쇼핑유통123동원F&B식품124퍼시스서비스125DHL코리아서비스126컬럼비아스포츠웨어코리아패션127프로스탭컨설팅서비스128KB손해보험금융보험및증권/129텐바이텐유통130교보라이프플래닛생명보험금융보험및증권/131대전과학기술대학교교육및복지후생132코리아서버호스팅컴퓨터및전기통신133리앤한패션134전자신문인터넷서비스135겅동나비엔서비스136포도재무설계금융보험및증권/137현대모비스수송기기138알씨타운컴퓨터및전기통신139신원패션140명인이노컴퓨터및전기통신141㈜티오피홀딩스서비스142㈜무궁화가정용품143신세계사이먼건설건재및부동산/144클리오화장품및보건용품145롯데카드금융보험및증권/146사랑의열매관공서및단체147보령제약제약및의료148국세청관공서및단체149듀오정보서비스150PNS더존샤시기초재151농협목우촌금융보험및증권/152롯데캐피탈금융보험및증권/153스와니코코화장품및보건용품154재단법인그린피스관공서및단체-417- 연번사업자명업종순위1155화승패션156퀵실버록시코리아유한회사패션157리틀빅픽쳐스서비스158한화건설건설건재및부동산/159해브앤비화장품및보건용품160디디엠앤비컴퓨터및전기통신161미디어웹컴퓨터및전기통신162후즈후클리닉제약및의료163신시컴퍼니서비스164정샘물뷰티화장품및보건용품165지란지교시큐리티컴퓨터및전기통신166레이디유로제약및의료167한국도미노피자서비스168에스제이더블유인터내셔날교육및복지후생169두산유통170유진투자증권금융보험및증권/171롯데하이마트유통172㈜태건에듀교육및복지후생173강원심층수음료및기호시품174안토니패션175조선이공대교육및복지후생176신한카드금융보험및증권/177쿠쿠가정용전기전자178㈜캐시카우음료및기호시품179롯데건설건설건재및부동산/180동화엠파크유통181드웰링서비스-418- 2.조사완료사업체리스트연번사업체명1순위1기독경기북부뉴스광고제작사2시사브리핑미디어렙사3대경이코노미매체사모바일앱등()4전남인터넷신문광고제작사5(재스마트교육재단)매체사모바일앱등()6인터넷뉴스신문고애드네크워크사7주식회사피파링크매체사모바일앱등()8영월신문매체사모바일앱등()9보드나라매체사모바일앱등()10음성저널미디어렙사11게임포커스매체사모바일앱등()12국제구호기구미디어렙사13영덕봉화뉴스미디어렙사14㈜이미지이십일광고대행사15주식회사코리아사랑광고대행사16전자신문인터넷매체사모바일앱등()17서울신문사매체사모바일앱등()18㈜바론미디어광고대행사19포이시스광고대행사20데일리안매체사모바일앱등()21이지경제매체사모바일앱등()22제주환경일보매체사모바일앱등()23㈜다우기술매체사모바일앱등()24온나라타임즈광고대행사25중부투데이광고대행사26초이스경제매체사모바일앱등()27㈜비콘커뮤니케이션광고대행사28㈜울산종합일보매체사모바일앱등()29㈜코어아이엠씨광고대행사30㈜미디어인광고대행사31나이스방송미디어렙사32123프로모션광고대행사33영남문화관광뉴스광고제작사34뉴스부산광고제작사35시민연합신문㈜광고대행사36주식회사데일리메일미디어렙사-419- 연번사업체명1순위37㈜코리아탑시큐리티매체사모바일앱등()38㈜아인해즈광고대행사39스타엔매체사모바일앱등()40안동향우신문매체사모바일앱등()41상주로컬신문매체사모바일앱등()42교통TV&뉴스광고제작사43애드스토리광고대행사44㈜업큐브광고대행사45밀양뉴스광고대행사46㈜엔터샷매체사모바일앱등()47통영인터넷방송매체사모바일앱등()48충남인터넷뉴스매체사모바일앱등()49홍주일보매체사모바일앱등()50㈜이피피엔광고대행사51㈜와이엘랜드광고대행사52IBN한국방송광고대행사53지디넷코리아매체사모바일앱등()54앤비아이제트광고대행사55제일미디어매체사모바일앱등()56이엠스타광고대행사57㈜헬스데이뉴스광고제작사58가평타임즈광고대행사59나인에드커뮤니케이션광고대행사60시사인터넷뉴스매체사모바일앱등()61거제인터넷신문매체사모바일앱등()62남양주구리뉴스매체사모바일앱등()63영남안전뉴스매체사모바일앱등()64마이데일리매체사모바일앱등()65창원닷컴매체사모바일앱등()66뉴스스토리매체사모바일앱등()67엔터미디어매체사모바일앱등()68세종TV광고제작사69한국주택관리신문광고대행사70㈜타겟커뮤니케이션즈광고대행사71㈜영주미디어매체사모바일앱등()72KG제로인광고대행사73간호사신문광고제작사74㈜링크프라이스광고대행사75남원뉴스광고제작사-420- 연번사업체명1순위76㈜아이엠씨큐브매체사모바일앱등()77㈜마로인미디어렙사78부천뉴매거진매체사모바일앱등()79창원인뉴스매체사모바일앱등()80호남타임즈매체사모바일앱등()81더피알광고대행사82경상매일신문광고대행사83대한지방자치뉴스매체사모바일앱등()84강원고성신문매체사모바일앱등()85비마이너매체사모바일앱등()86제주투데이매체사모바일앱등()87㈜웹매직광고대행사88리뷰인천매체사모바일앱등()89㈜매니아컨설팅광고대행사90와이더플래닛매체사모바일앱등()91주식회사솔라플러스컴퍼니매체사모바일앱등()92작시스코리아미디어렙사93설악신문매체사모바일앱등()94메디언뉴스매체사모바일앱등()95파인뉴스매체사모바일앱등()96팁팁뉴스매체사모바일앱등()97퓨센스애드미디어렙사98영천뉴스24매체사모바일앱등()99남해타임즈매체사모바일앱등()100i주간영덕매체사모바일앱등()101AMPM광고제작사102경주포커스광고제작사103㈜뉴스일번지매체사모바일앱등()104데일리뉴스매체사모바일앱등()105부천자치신문매체사모바일앱등()106DBS동아방송매체사모바일앱등()107농심기획광고대행사108㈜대한민국맛집광고대행사109㈜리차드앤케서린광고대행사110㈜더썸컴퍼니광고대행사111엠에스씨광고대행사112그랑몬스터광고대행사113경산인터넷뉴스매체사모바일앱등()114대구인터넷뉴스매체사모바일앱등()-421- 연번사업체명1순위115E시사우리신문매체사모바일앱등()116지뉴스데일리매체사모바일앱등()117제이와이즈광고대행사118바이럴몬스터광고대행사119하이브파트너스광고대행사120금천구민신문광고대행사121e양평신문미디어렙사122연천닷컴미디어렙사123㈜나온미디어광고대행사124뉴민주신문광고대행사125애드위즈광고대행사126애드닥터광고대행사127애드몬스터광고대행사128㈜애드소앤광고대행사129희망나무매체사모바일앱등()130헥사팩토리매체사모바일앱등()131뉴스퀵매체사모바일앱등()132원주투데이매체사모바일앱등()133시맨틱렙홀딩스매체사모바일앱등()134㈜하이애드원광고대행사135알앤씨바이오광고대행사136미디어엠미디어렙사137영케이광고제작사138㈜마케팅지음랩광고대행사139여수인터넷뉴스광고제작사140인제뉴스매체사모바일앱등()141㈜레드버튼커뮤니케이션광고대행사142디지털광진매체사모바일앱등()143분당평생문화센터매체사모바일앱등()144후이즈광고대행사145와우크리에이티브매체사모바일앱등()146㈜스위치마케팅그룹광고대행사147다산리얼애드광고제작사148안산인터넷뉴스매체사모바일앱등()149다스광고대행사150뉴스투데이코퍼레이션매체사모바일앱등()151SNSNewsKorea광고대행사152홍성닷컴광고제작사153남양유업남양(i)매체사모바일앱등()-422- 연번사업체명1순위154군위닷컴광고제작사155산업일보광고대행사156애드씨커뮤니케이션광고대행사157바이애드광고대행사158㈜애드원커뮤니케이션즈광고대행사159경기투데이뉴스광고대행사160인제인터넷신문광고대행사161성남리포트광고대행사162온케이웨더매체사모바일앱등()163HKBC환경방송매체사모바일앱등()164㈜우진애드컴광고제작사165엔터플랫광고대행사166인터프로기타167맥켄에릭슨코리아광고대행사168스토리뷰광고대행사169씨엔스튜디오매체사모바일앱등()170미디어그램매체사모바일앱등()171㈜뉴스파워매체사모바일앱등()172미텝스플러스애드네크워크사173아이코닉스엔터테인먼트광고제작사174데일리중앙매체사모바일앱등()175샴페인캠퍼스하우스광고대행사176한국글로벌리더십교육신문사광고대행사177크리브코리아광고대행사178넥스문광고대행사179위비스커뮤니케이션즈매체사모바일앱등()180에너지경제매체사모바일앱등()181나우온㈜매체사모바일앱등()182㈜맑음솔루션사183오마이뉴스매체사모바일앱등()184제천인터넷뉴스광고제작사185데일리안경기매체사모바일앱등()186송파타임즈매체사모바일앱등()187한국미래복지뉴스매체사모바일앱등()188UGN경북뉴스매체사모바일앱등()189리얼클릭매체사모바일앱등()190불교닷컴매체사모바일앱등()191환경방송매체사모바일앱등()192안드로이드펍매체사모바일앱등()-423- 연번사업체명1순위193디스이즈게임매체사모바일앱등()194메이블광고대행사195넛지스토리광고대행사196다트라이브광고대행사197스마트인터랙티브광고대행사198디비디비딥광고대행사199디에드광고대행사200두들커뮤니케이션광고대행사201더블트리인터랙티브광고대행사202위너스엠광고대행사203땅(thang)광고대행사204주식회사아이보스광고대행사205크롬미디어광고대행사206㈜엠허브광고대행사207애드게이트광고대행사208㈜제주월드커뮤니케이션광고대행사209크리테오솔루션사210㈜퓨처스트림네트웍스애드네크워크사211㈜셀몬인터랙티브광고대행사212애드믹스엠㈜광고대행사213㈜인터넷나야나매체사모바일앱등()214와이엠광고대행사215드림인사이트광고대행사216주식회사코리아사랑광고제작사217한국마케팅센터광고대행사218비타애드광고대행사219탭조이코리아광고대행사220라포르시안매체사모바일앱등()221시사이천매체사모바일앱등()222에비스뉴스iptv매체사모바일앱등()223경북제일신문매체사모바일앱등()224뉴스앤피플매체사모바일앱등()225포항인터넷뉴스매체사모바일앱등()226㈜천안교차로광고제작사227주식회사마이크로애드코리아광고대행사228디지털의사신문매체사모바일앱등()229엠트리광고대행사230인터넷학교방송매체사모바일앱등()231모뉴매체사모바일앱등()-424- 연번사업체명1순위232애드코슈광고대행사233카카오인천센터광고대행사234제이쓰리엠앤씨광고대행사235㈜퓨센스애드매체사모바일앱등()236인천아이뉴스매체사모바일앱등()237뉴시스광고대행사238㈜소프트하우스광고대행사239㈜가온소프트광고대행사240주식회사덴츠미디어코리아광고대행사241주식회사아임굿광고대행사242㈜엘비즈코리아광고대행사243엠아이오컴즈->엠아이오홀딩스광고대행사244cema매체사모바일앱등()245블루웹광고제작사246비케이네이션광고대행사247브릿지앱광고대행사248펜타클광고대행사249한국광산업신문광고제작사250마케팅의왕광고대행사251㈜블루오렌지커뮤니케이션즈광고대행사252주식회사아이애드원광고대행사253인터랙티비애드네크워크사254희일커뮤니케이션광고대행사255인모비코리아애드네크워크사256㈜컴퍼니광고대행사257도담커뮤니케이션광고대행사258㈜디지털다임광고대행사259바오밥미디어광고대행사260㈜신비웹광고대행사261㈜신시아광고제작사262주식회사씨엔씨애드광고대행사263아이프로스펙트코리아광고대행사264㈜애드미션광고대행사265㈜엠엔에스마케팅광고대행사266㈜유어비즈광고대행사267㈜인터웍스미디어애드네크워크사268㈜제이드광고대행사269지아이오엠㈜광고대행사270크리에이티브컴즈㈜광고대행사-425- 연번사업체명1순위271㈜퓨쳐스트림네트웍스애드네크워크사272허그넷광고대행사273㈜네오브이애드네크워크사274레볼루션커뮤니케이션즈광고대행사275주식회사디블루일공공일광고대행사276㈜이엠넷광고대행사277주식회사정원커뮤니케이션광고대행사278㈜중앙유엠에스광고대행사279키스톤마케팅컴퍼니광고대행사280DMC미디어미디어렙사281㈜나무커뮤니케이션광고대행사282주식회사노바마케팅광고대행사283㈜다츠광고대행사284마이크로애드코리아솔루션사285심플렉스인터넷㈜솔루션사286㈜싱크미디어솔루션사287㈜아프리카TV매체사모바일앱등()288애드엔터광고제작사289㈜이인벤션광고대행사290㈜작시스코리아미디어렙사291엔에이치엔엔터테인먼트애드㈜광고대행사292㈜유달리커뮤니케이션즈광고대행사293나스미디어미디어렙사294㈜리서치애드광고대행사295㈜애드오피솔루션사296㈜에이전시더블유광고대행사297엔에이치엔디엔티기타298㈜예지솔루션광고대행사299㈜퍼플프렌즈광고대행사300㈜디엔에이소프트솔루션사301디트라이브광고대행사302㈜마더브레인광고대행사303주식회사마우스닷컴광고대행사304버즈빌애드네크워크사305㈜비즈스프링기타306㈜씨앤비이모션광고대행사307㈜애드웹커뮤니케이션광고대행사308SKplanet애드네크워크사309㈜엠피아커뮤니케이션광고대행사-426- 연번사업체명1순위310㈜우정아이티에스광고대행사311이다커뮤니케이션즈㈜광고대행사312이프로애드광고대행사313케이티엠하우스매체사모바일앱등()314㈜투비광고대행사315주식회사펜타브리드광고제작사316브랜드쿡기타317SK커뮤니케이션즈매체사모바일앱등()318다트미디어미디어렙사319메이블미디어렙사320메조미디어미디어렙사321㈜써치엠광고대행사322인크로스주식회사미디어렙사323COMASINTERACTIVE광고대행사324㈜크로스미디어미디어렙사325판도라티비매체사모바일앱등()326가우리커뮤니케이션광고대행사327에코마케팅광고대행사328엠포스광고대행사329제일기획광고대행사330카카오광고대행사331프로븐광고대행사332하쿠호도제일광고대행사333BBDO코리아광고대행사334HS애드광고대행사335TBWA코리아광고대행사336㈜하나애드아이엠씨광고대행사337그룹엠코리아광고대행사338노바마케팅광고대행사339메이트커뮤니케이션즈광고대행사340상암커뮤니케이션즈광고대행사341샴페인광고대행사342엠허브광고대행사343웰콤퍼블리시스월드와이드광고대행사344유니기획광고대행사345컴투게더피알케이광고대행사346코마코광고대행사347한컴광고대행사348대홍기획광고대행사-427- 연번사업체명1순위349덴츠미디어코리아광고대행사350레오버넷광고대행사351비스킷플래닛광고대행사352엘베스트광고대행사353오리콤광고대행사354유니버설멕켄코리아광고대행사355이노션월드와이드광고대행사356휘닉스커뮤니케이션즈광고대행사357이스터C&I광고대행사-428- 온라인광고산업동향조사및분석인쇄:2016년12월발행:2016년12월발행인:백기승발행처:한국인터넷진흥원(KISA,KoreaInternet&SecurityAgency)서울시송파구중대로135(가락동78)Tel:(02)405-5118인쇄처:씨오엠Tel:(02)2631-9510<비매품>1.본보고서는미래창조과학부의출연금으로수행한온라인광고유통기반조성사업의결과입니다.2.본보고서의내용을발표할때에는반드시한국인터넷진흥원의온라인광고유통기반조성사업의결과임을밝혀야합니다.3.본보고서의판권은한국인터넷진흥원이소유하고있으며당진흥원의허가,없이무단전재및복사를금합니다.-429-'