Daum da 매체소개서_2012년_업데이트_20120814

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Daum 매체소개서, Daum DA 광고 소개서

Text of Daum da 매체소개서_2012년_업데이트_20120814

  • 1. Daum

2. Change & Challenge Daum Always On Digital Media . 3. CHANGE & CHALLENGE2000~ 2000~ 2000~ 2010~ , Daum & AD 3 4. CHANGE & CHALLENGE2000~2000~2000~ 2010~ DaumTMP (Target Marketing Platform) Townz 4 5. CHANGE & CHALLENGE2000~ 2000~ 2000~ 2010~Web 2.0 , UCC Daum 5 6. CHANGE & CHALLENGE2000~ 2000~2000~2010~ Media Daum Challenge, AD Paradigm Shift 6 7. AD Paradigm Shift . 8. AD PARADIGM SHIFT Life New Digital Media New Digital Media .2012 IPTV , 20122,700 5 2012 TV 163 OOH PC 2012 2012 715 1 8 9. AD PARADIGM SHIFT Life Anytime, Anywhere Digital Media .Seamless Connection Daily User 1 52% 0% 23% 43% PC 33% 7%8% 15% 5%6% TV 13% 28% 21% Source : , 2011 Source : Nielsen Media Research, 2012 10. AD PARADIGM SHIFTLife Touch & Action Digital Media . Opinion Power Advocacy marketing Advocates ( 18.7%) Early Adopter Early Adopter Source : THE BOSTON CONSULTING GROUP 10 11. AD PARADIGM SHIFT Life Rising, Digital Media . , , 3% , 17%, 18% TV+CATV,TV, 24% , 2%20%, 11% , 10%, 21%, 25%,SP,,SP,, 6% 18% 17% , 3%, 5%Source : THE Kellogg school of management, 2008 11 12. AD PARADIGM SHIFT Life Experience Branding ADOne Way . 6364 66 60 6158 38 37 36 3433 3~5% 324333 322009 2010 2011 20122013 2014Daum DBPA Sponsorship Impression-based Interactive-based 4~20% Source : Forresters Interactive AdVertising Models, 4/09(US only)Source : Nielsen Daum Digital Ad Research * 2009~2011 12 * DBPA: Daum Branding Performance AD 13. AD PARADIGM SHIFT . PrecedingMutualityNew mediaSocial SNSFuture DOOHMemoryTouch Interactive Fusion Ubiquitous Cross SurroundExperienceSystem ConvergenceMarkLove13 14. AD PARADIGM SHIFT .CrossNewmedia DigitalSocialExperience 14 15. Digital Branding PC Web, Digital view, MobileDaum . 16. DIGITAL BRANDING Daum PC WebDigital View Ad@m Daum PC Web , , Daum PC Web . 5 PV 2,800 UV ONLINEBRANDING 3,650 143 Viral 16 17. DIGITAL BRANDING Daum PC WebDigital View Ad@m Daum PC web .Branding on DaumDaum Daum Daum Daum 800, 3,800 Daum UV 15, PV 25 Daum tv 3,800 1 No. 1 Life on Daum 18. DIGITAL BRANDING Daum PC WebDigital ViewAd@m Digital View . 1,2,3,4, , Digital Signage Media 750 177 970Source : , , 2008 19 19. DIGITAL BRANDING Daum PC WebDigital ViewAd@m 20~30 Digital Media . Digital View 50 10 7% 14%17% 40 19%30%10% 20 31%/30 15%29%28% 10 ~ 30 Young Target 74% Source : , , 2009 20 20. DIGITAL BRANDINGDaum PC WebDigital ViewAd@m 33 , 1 Daum Source Daum (2011 11) 20 21. DIGITAL BRANDING Daum PC WebDigital ViewAd@m2012 , D-OOH Media ( 177 / 970 ) 20 22. DIGITAL BRANDINGDaum PC Web Digital ViewAd@m Daum Digital Signage ( / ) 3040 71.6% Room , Impact 50~, 20, 30,24.5% 3.8% 26.8%40,44.8% , 16.0% , 84.0% 20 23. DIGITAL BRANDING Daum PC WebDigital ViewAd@m Daum [ ] [][ ][ ] , , // Total Solution Know-How [ ] 20 24. DIGITAL BRANDING Daum PC Web Digital ViewAd@m Ad@m []Ad@m , .Daum 21 25. DIGITAL BRANDINGDaum PC Web Digital ViewAd@m PV 150, UV 2,700 90% (2012 5 ) 1505,000PV5,000 PV3002010 122012 521 26. DIGITAL BRANDING Daum PC Web Digital ViewAd@m Ad@mCA Traffic 150 PV (a month) Daum : 60 PV50 PV45%:55% 5,0009,000 5( + ) () ( ) Daum , , Daum 13% Angry bird, , , talking tom 20 , , 30% , TV,, 1to50 4,980 22 27. DIGITAL BRANDING Daum PC Web Digital ViewAd@m , 2,000 !22 28. DIGITAL BRANDING Daum PC WebDigital View Ad@m ROI CPM-CPC CPM Product CPC Product () 22 29. DIGITAL BRANDING Daum PC Web Digital View Ad@m CPM TargetingCPC Targeting ()Category Targeting Category TargetingGeographic Targeting Time Targeting OS Targeting OS Version Targeting 22 30. DIGITAL BRANDING Daum PC Web Digital ViewAd@mRich Media , . 22 31. DIGITAL BRANDING !Daum . Ad@m No.1 PC web Daum Digital View 5 PV177 , 750 2,800 UV 970 3,800 32. Digital Branding, . 33. .