광고 매체로서의 Digital OOH Media에 대한 연구- 수용자 커뮤니케이션에서 형성되는 광고 태도를 중심으로

This study starts with curiosity about how the consumer attitudes regarding the current digital OOH media were formed. With the digitalization of the existing OOH media, the role of this type of media has also been gradually expanded. Because there are few restrictions on installation places, can be flexibly applied to places where information can be delivered through display media, with advertising, guidance, and information about the relevant section(s). The current OOH media is in a transitional period from the existing analogue communication method to the digital information transfer method of digital OOH media. Therefore, for the efficient operation and development of digital OOH media of the future, it would be necessary to be aware of the current problems and to seek future improvement directions after initially identifying what attitudes toward the relevant media are formed by consumers who encounter the media, which is the purpose of this study. As a follow-up study to research which originally focused on one-dimensional consumer attitudes toward media and related content in 2013, the present study aims to analyze closely how the primary attitudes of consumers toward digital OOH media as advertising media are formed. By classifying categories based on the case of digital OOH media, a survey targeting consumers who experience these types of media was used, which was closely related to the questionnaire from the previous study. The most significant problems found through these analytic studies are that there remain no differences in the types of advertising content between digital OOH media and smartphones. In follow-up studies, the goals will be the development of interactive contents showing the benefits of OOH media and the development possibilities for differentiated media content planning as well.