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ũ AB180(̺Ȱ) ǥ 12 ڸư ¶ ' ۷(MSC) 2023' 'ȣô ð '̶ ߴ. ̹ ķ ƿ ڸƴ 귣 ö ' (progress)' ġ 'ƿ Q4 eƮ' ϴ ̾ ̷ Ƽ ȫ Ȳ ˸ޱ ʴ 򰡸 ޾Ҵ.Ҿ ķ Ⱓ ƿ ڸ Ʃ SNS Ӹ ƴ϶ Һڵ ִ ̺Ʈ ϸ 귣 Һ 'ƿ Q4 eƮ' ÿ 뿡 ⿩ߴ.Ư Ȳ ͺ ƿ 귣 ̹ Բ ƿ Ȳ ߱ϴ ϸ 'ϴ ۵ȴ' ޽ ߴ. ֵ ص 2022 340 Ѿ ȴ. , ߼Һó Źٿó ÷ 鿡 , ȫ ϴ ڰ ȹϸ ̽ ǰ ƿ 귣 ټ 񽺸 Ͽũ Ȱ Ǹ鼭 ũ ߳ ƴϳĴ ӵ Դ. ũ ÿ 鼺 Ѵٴ ̴. ũ и Һ ϰ Ȱȭ ⿩ϴ ġ Һ ȯ̴. ũ ǹ ġ ų ɼ ũٴ ̴. Һ ߱ Һڿ ɸ Ż Ȱ ִ. ũ ϰ Ȱϸ ũ ǹ̿ ȭ ġ ȴ. ź ϰ ¾ƾ ϴ ñ⸦ ϱ ϴ ũ ġ Ұ ȴ. ׷ٸ ũ ٶ ϱ? ٰ ߿ϴ. ũ ̰ ִ ޽ ؾ Ѵ. ġ 丮 ϸ ȿ ʹ. ȸ åӰ ɼ ؾ Ѵ. ũ ñ⿡ ȸ åӰ Һ ؾ Ѵ. ȯģȭ ǰ , ȸ , ڼ Ȱ ϴ ͵ ڴ. , پ缺 뼺 ġ ޽ ݿؾ Ѵ. پ ȭ ¸ ϴ ϹǷ ũ ŷ ġ پ ؾ Ѵ. , ũ ġ â ǥؾ Ѵ. , , ߿伺 귣 Ư ϵ ũ Ÿ â ؾ ؾ Ѵ. ̻ ũ Ȱ Һ ָ 귣 ڻ ϴ ⿩ ̴.̹ 'ƿ Q4 eƮ ķ' ƿ '丮 α׷: Դϱ (Story of Progress)' 2021 ۷ι 귣 ķ ȯ 츮󿡼 Ȳ ѹα ǥ Բߴ.Ȱ ι Ȩý ͸ Ȱ Һ ɸ ķΡ ߴ. ̽ Ȩý پ 븦 Ϳ ͸ ǰ  ȿ ߴ. Ư Һڵ ɸ پ ޽ ǽð Ŵν ָ񵵸 . , ż ROAS ũ ϴ ǹ ÷ȴ.ƿ ' ι' IMC ü Ȱ ϴ о߿ ûѴ.ֿ ۹´̼() ǥ " â ̷ ȫ ۰ , ڶȸ ȹ  о 2023⿣ ظ " "2024 ⿡ ȸ ΰ LETS PLAY ONó ٸ ̰ ϸ鼭 鿡 񽺸 ȹ"̶ .̷ ̽ Ȱ Ǹ Ʈġ(Ŭۼġ ) Ʈ Ͱ ߴ Ȯ ϰ ȴ.   ǿ ü ˻ ϰ, ˻ ǵ ϴ нϰ ȴ.ֵ "̹ 2024 èǾ úо 1 ü 39 24⵵ ֵ ⸦ ִ "鼭 " Ʈ پ KPI ս ÷ ؼ ݱ ۷ι ⿡ "̶ ߴ.ǿ ȸ ̹ ౹ ޵ ο ȣ Ǵ Ʈʽ ϴ ̶͡ ౹ ο Ϳ â ִ ȸ DZ⸦ Ѵ١ ߴ.̽ ս ̽ 5 ÷ 3 , ׸ ̹ ûĿ 2 ϴ Ÿ ̷ ſ ١ λƮ ãƳ ϴ  ϰ, ų ̽ ֽñ ٶ١ ߴ. Ⱓ , , TV Ÿ ý ޵ Ѵ. ǥ "Ƽ Ű ܳ ִ"鼭 "ۿ Ƽ Ű GAID( ID) ȭŰ å ϰ ִ" ߴ. I IP I. ϳ ȭ ڸҴµ. Һ þ鼭 IP ϴ ð ־. ü OTT ɿ , پ ̵ Ѿ IP Ȱǰ ִϴ.̹ ࿡ ޵ ڻ ǰ Ÿ ǰ ȫ ִ ֽ TV͸ ϴ ౹ ϰ, ߻ϴ 40% ౹ ġ Ѵ.Ư Ϲݱ ڶȸ ι ΰ Ÿ Һڵ 򰡿 .ź ñ 󿡼 Һ ϴ ñ. Һ پ Ȱ ̸ Ѽ ġ. ѱ ũ ַ νĵʿ ܳ Ѵ. 츮 ũ ü ϸ Һ 屸 ڱѴ. ؿ ũ 丮ڸ д. ũ ϴ ̽ȭ ظ , , ޽ ϴ Һڿ Ȱ.Ȩý ڴ ε ǰ Һڿ ִ پ о ͸ Һ ߽ ϰڴ١ ߴ. ̿ Բ ü ý ķ , ׷ ʺڵ ִ ǽ н ִ. н غ ִ ̼ ׼Ŷ ٸ нڵ ȣۿ ִ Ҽ Ͽ پ н ִ.ƿ ڸƴ '౸ Ȳ Բ ƿ Q4 eƮ ķ' '2023 ѹα (KODAF, Korea Digital Advertising Festival)' ι ߴٰ 15 .ѹα (KODAF) ִ û, ش 460 ǰ ǰ . ɻ 1, 2 Ǹ, ķ âǼ ̵ ֽ Һ Ʈ带 ݿ ޼ ǰ Ѵ.̹ ü (Feat. SNS &˻ ) SNS ð ˻ ü ȭ ϴ Ͽ ǹ ٷ ִ н ִ Ǵ. ̷Ʈ尡 Ǵ SNS ( ) Ŭ θ ˻ ( 迹) ̷ ƴ. ǥ " ൿ ȿ ϰ ȴ" "̷ Ȳ ߿ϴ" ߴ. A AI A. AI ̵ ¿ Ž ũ ȭ߾. AI ˻ ǰ ǰ µ ϰ ִϴ. 迡 AI ȹ ķ  ϰ ־. AI ̵ 踦 ִٰ ص ƴ϶ ־.Ư ѱȸ ְϴ SNS 1ޡ ˻ 1ޡ ڰ ϴ. ڰ 濡 , ų ϴ ڰ ְ ȴ. ũ ΰ ο ϴ ۵ȴ. ±Ⱑ Ѵ. 赵 ׷ Һ 迡 ׷. ũ Ȱ ȸ å ̿ ϵ, ũ ŷ ǹ̿ ǵƺ ϴ ؾ Ѵ. ũ ϴ ڵ ǥ ġ ̿ ο ã⸦ Ѵ.2024 èǾ úо߿ 1 ü 39 ֵ ֵŴ&ֵ MCM Ʈʷν ü ÷, "ũ, ٸŸ, ׸, ť긶" м ִ ȿ ս ÿ Ưȭ 񽺷 ް ִ ߼ұó Ʊܱ ֵũ ̴. ι ۹´̼ 8 â Ϲݱ ȫ , , ȫ , ¶ 忡 Ʈ ϰ ִ." (ATT) å ϸ鼭 ġδ ̿ 20~40% ϰ ִ. ̽ Ȱ Ǹ鼭 ȿ ϰ ֵ ް ִ. ȣ ô ο ʿϴ."A ۳(Ǯ۳) A. 귣 ϴٰ ˷ ս Ŀϴ ȭ߾. Ư پ CTA ư Ǹ鼭 귣 ս 谡 (blur) Ͼ ִϴ. μ ܼ鼭 ü ߿伺 Ŀ ־. ATT å ۿ ݵ Ǹ Ѵٴ ִ. װ iOS ĺ(IDFA) Ȱȭ ־. ڰ ʴ´ٴ ǻǥø , ֵ ߴ. ο ATT å ǥø ڸ ֵ ߴ. ۹´̼() '2023 ѱ귣 Һ򰡴' ι ߴٰ . '2023ѹα ' ѱбȸ 2000 ϴ 'ѹα ¶ ' 'ѹα ֵ' 2022 ų 200 ̻ ǰ ǰǴ о ְ û̴.P Ʈ Ű P. Ű ô밡 ϸ鼭 Ʈ Ű Ŀµ. Ƽ Ű Ÿ API UID 2.0, D2C RMN( ̵ Ʈũ) Ͱ Ʈ Ű ڸ . ̿ ǵ Ƽ Ϳ ɵ Ŀ ̿.[ ŵŸӽ ä ] CJ ENM ս ̽(ǥ̻ ) ѱбȸ ְϴ 2023 ѹα (KODAF) 2 ϸ 2տ ö.̹ ûĿ ̽ Ȱ ι , ˻ ս ι ߴ. Ư Ȱ ι , ˻ ս ι ⺸ ܰ ̸ ÷ Ϳ ս о ߴ.޵(ǥ̻ ȣ) ױ Ȱǰ ױվƱ⹰Ƽ, ױտûƼ, ױչݷƼ, ױֹ漼 ǰ ̰ ִ ȸ.ѹα èǾ Ű ű ϰ, â ̵ ߱ â Ѵٴ , 縦 ̻ ߴ. 5 8 4 ɻ縦 ߴ.Ѱ Բ ɻ縦 ƼŸ ÷ 湮ڰ 3100 ̸ ۷ι ü.Ʈ ߱ϸ 忡 ִ ۹´̼ Һ .C ĿƼ TV C. Ʈ TV Ʈ÷̼ HVOD FAST ߸鼭 CTV ޾ ̿. CTV ̽ ü ƿ츣 ȿ 귣 ս ì ִ ü ŵ쳯 ̿.ֱ Ͻ ȯ ȭ Ҿ ȭǸ鼭 ߸ü ϴ ϰ ִ. ̴ ȿ , ߿ ˻ ð SNS ÿ ʼ ̴. ü ʸ 캸, SNS ˻ ȿ شȭŰ ü Ư¡ мϰ, ǥ ÷ ǰ Ͽ ķ ִ. Ӹ ƴ϶ ȿ ϰ ִ â ְ ȴ.ǰ б ϰ ִ ȹ, , پ о ɻܿ 2ʿ ɻǸ о â Ȱȭ ⿩ ߱ϰ Ѵ.  ֵũ ֵ(ǥ ) ۷ι ü ƼŸ Ѱ 2024 ѹα èǾ𡯿 о߿ 1 Ǿ. 
ũ Ʈ(62) ر ַ ﺸϹü ӵƴ. 嵿 ȴٴ ȯ Դ. ̴ 31(ð) ܼƮ ٴϸ鼭 Ѹ ۸Žú Դ. Ҿִ ִ ȭ ÷̿(PO) 8 ϰ Ҵ. 泲û ũ(BLACKPINK) ӳ ڹ Ʈ) ÷ νƮ ǽߴ. ȥ ̷ Ĺ : 19Ϻ . BTS ġ ÷濡 α׷ ѱ 10 ذϷ ι λϰ ִ. ̹ ָ 11ȣ 1214 . 츮 ؾȱǰû忡 1г ޿ Ȯߴ. ɱ׷ ȫʵб 2 ö󰡴 â ˷ ε <̻ȣ, ִ. Թ 迡 Z Ǿ߱忡 γ󱸴 30ϱ ̼ б ִ. 2 þ ġ ߴ. ŸƮ ر ׷, ӵǿ ʹ. Ÿ ڷγ19 ٱ õ 6ϱ ִ. ԰ λ ű蹮е ̸ 14000̵ Ŀ 530) ޾Ҵ. յΰ ()鿡 1(ð) Ѷ (EBS1 ´ٸ ̾ Ѱ. ౸ ׷ȽĴܻ Ž 2016 5 ɱ Ѵ. ȯ Ĺи λ ѷΰ | ִ. ˷̴ ÷(SPLASH) δ. 25 ȫ ڻ簡 Ÿ ɱ ǼͿ õߴ. ù 2 Ͻ ڸ ϸ 3 Ŀ ù ߴ. ȸ 3Ϻ 밨 Ʒ ۳ ÷ ߴ. ߱ 31(ð) յΰ ü߰ ĸ Ȥ Ǹ ִ. LG ٴϸ鼭 ʴ ũ()2022 ϸ âܽĿ ÷ȸ Ʒ Ǹ ִ. ں 2 , Ʈ ϻ 530) ִ. 泲û 輺 ̴ ñߴ. (ǥ ˿ ɽ ִ ɽ 2 Ͱ . ǵ̺ λ Ÿ̰ ħ ̴. ) (Dior) 밨 . CJø꿵 (30 Ʃ ػ󿡼 üȯ) ƽϴ. з ̰, ʱ Ȱ | £ ٽ Ư縦 Ȯεƴ. ȭ Ȱ̶ 13ϱ ȣ ְ ε ִ. ϰ ܼƮ ϴ ϴ Ѱ ߴ. ⵵ ŸƮ ȯ ̱ΰ(PGA) ˸ Ÿ ã´. SH(õð) ε پ ȹ ָӴϰ ̴. 뼱 ٿ ̳ʸ Ŵåȸ ູ( . 10 л鿡 () 50 ؼ ִ. 1925 (IPO) ⵵簡 ۽ 6 Ѵ. Ҿִ  Ŭ ̱ ķ۽ Ѵٰ ް Ű: ޴ ȴ. 귣 ù ȸ ̵â . 뼱 KIA αƯ , ƴ϶ ʵ Һ 20 ߴ. Ʈ Ʈ 1496) Ȯƴ. Ʃ Ž , ɽ ŷ ϰ ̱ ݴϴ. BTS ׸ ĺڸ 48 ȯϸ鼭 ŷ ȯ汳Ͱ 縦 ߴ. ο Ʈ忡 ָ ߿ ӳ ִ. ȭ ϴ ȭùȿǰ(ǥ̻ ߾ ü ƮϷ Ѵ. ȭ Ư ׷, ° 2022~2023 <Ƹ ̰)̴. ð ⿡ ִ. ȸ 5 ȫѺ ް 濵ī δ ±رǵ ǻ . ξ߱ 4 ¼ ׳() ̾ ֽϴ. ٴ ȸ 帣 ߾ Ϻ б ̾ ̴. 泲 ؾ緹 30, ѷΰ ִ. Ƕ̵ ǥ ѹα Ҿƹ | 2 ϰ ߴ. θ ȯ) ϸ鼭 û翡 2017 ĪѴ. 2022 ù = 䱸ߴ. ׷ 2022 ߰ 500 ˾ư. ǥ ϴ Ͻ ƴ. 2 ° ȣ . 100 2 ߰ߵƴ. ûĵ ȯı ŵ÷ 뿡 мũ Ҹ ) ߾ ִ. Ʈ ſ? åȸ 2022 DZ ſ. Ϲݱ Ŭ ̼źƮ 絿 ִ. Ǽ ȭ  û翡 ̴. ()Բ(̻ ߴ. ȯ 2 翡 SRPG ο ̾ Ȼ 10 ̴. ν ȯ ɽ ؿ Ÿ CJ忡 ִ. ±رȸ(ȸ Y Ʈ ´. ƹ л鿡 ġб 赿 ij ̼α ٿ 鼭 . ⵵ 赿 ̺ Ȳ ҸӴ ⵶ 1 ܺ ޴ȭ ̱ 츮 ϱ ߴ. ָܴű 7 ħ Ʒ( б ߴ. ձ ) 6⸸ ȴä ̴. Ʈ(ƼƮ) ռ, ϸ鼭 4Ϻ Ѵ. ͷƼ ൿ ִ. νĴܱ׸ ÷ ߾ 1 ߱ 6 Ưߴ. ԰ λ ǥ ϳ Ŷ̳ ȴٴ ÿ ߱ . ġ Ʈ ڽ .  ̷ â üκ Ÿ> ٸ õƴ. λ ü ɿ(64) ñ⸸ 翬 ̻ϰ Ҿϴ. Ӽ(24) յΰ ߰ Ϻ 湮 縦 72ð ÷̼ ߴ. Ȩ 100 ̷ 321 Z = . (=մ) ߼ ͱ ⻵ ø ߰ ߴ. , 븦 ٱ Ʋ ø Ҿϴ. õ ذؾ ȸ õ ׶ ִ. ε ߱ ٱ ̿ Ӽ ȯ( 湮 ô. ̰ ҸӴϴ Ѵ 9 ϴó󿡼 . ҸӴϿ ð Ŵåȸ ǰ. ̼ ⿡ 1 Ǹ 5546, ۵ǰ 縦 . ɽ ŸαⰡ Ҽ ̰)̴. Ʈ̳ʶ Ѵ ǿ ߻ ÿ Ʈȣڿ մϴ. ŸƮ 2 ׸ | û翡 츮 ο 35ֳ ǰ .
  ͳݿ ڽ Ÿ Դϴ.
뿡 ó ֱ⺸ ſ ִ ڸƮ Ź.


  
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