1

2015.12

2

Theme ,

Market Issue2014

Global Market Issue FB

UK

Creative Campaign

First Live Broadcasted Flight - Turkish Airlines

Shot on an iPhone 6 world galley iPhone 6

The Social Swipe MISEREOR

Media News

Contents

Contents

Media New Ad11

3

Theme ,

4

1.

1991 , (Generations:The History of Americas Future)

1980 2000

Y, , (Echo Boomer),

: , M IoT (2015.09)

[ ]

5

2 , X

IT , SNS

,

,

: , (2015.09)

GI 1901~1924 1 2 1930 . .

1925~1945 . 2 , , TV, . , .

(Baby Boom Generation)

1946~19641960~1970 1970~1980 me.

X(Generation X)

1965~1980 . .

/ Y(Millennials generation)

1981~1999 . . .

Z(Generation X)

2000 , DVD, .

1.

[ ]

6

: (2015.09)

2.

,

, , ,

etc. : , ,

1. (Digital native)

- ,

- SNS

- zero TV , TV

2.

-

-

3.

-

-

7

: National Statistics Bureau and AB Analysis, (2014.12)

() , , ,

1980

,

3 , 1/4

,

2.

[ ]

19%

33%

56%53%55%

56%

41%46%

26%

10%

3% 1%

20-29 30-39 40-49 50

or

/

[ ]

8

: kotra (2015.10), Pew Research, Wikipedia

, 8,750 2020 9,000 (2014 7 )

, 61%, 19%, 14%, 5%

, 2014 36% 2020 46%

1 3 21% , 2020 33%

(BCG)

52% , (30%),

(21%) ,

2.

[ Demographics ]

61%

14%

19%

5%

52%

30%

21%

20%

15%

15%

9%

1%

[ ]

9

: Pew Research

1/3 4

26% , (69%)

, 2007 22% 2015 1 26% .

2007 1,340 1,630

2.

26

36

48

65

Millennial(2013)

Gen X(1997)

Boomer(1980)

Silent(1960)

[ 18-32 ]

: 2013, 1997, 1980 3 , (Silent)

[ ]

71%67%

22%26%

2007 2015

1920 ~1940

1946~1964

1960 ~

1980

1981

10

:

3, 5, N 20~30 , ,

, .

,

,

10

20

2.

67.2%

60.7%

2008 2012

32 9000 32 700032 3000

30 6000

2011 2012 2013 2014

5.4%

[ 2014 ]

-6

8 60 22 25 22 10

82 92

473

254

182149

97

-100

0

100

200

300

400

500

600

10 10 20 30 40 50 60

-20

-10

0

10

20

30

40

50

60

70

80

90

100

110

120

11

Millennials generation

12

< BMW >

3.

1. - , ,

- O2O ,

2. - 75% , 67%

- , ,

- , (Customization)

3. - 78% ,

(2014 82%, 70% )

- , .

-

13

3.

4. -

- .

-

5. - 60%

- (Brand building)

- 77%

6. < or SNS - , ,

- 95% , 84% , ,

14

4.

1. , .

3% TV, , 94% .

, , .

2. .

.

, SNS .

3. (Cause Marketing) (Cause Marketing) .

, , (CSR) .

75% 40% .

15

Appendix -

1% , 5 5%

.

,

:

.

,

.

32

50 .

,

3

12% .

16

Appendix -

5 4,500

,

,

.

:

: AC

17

Market Issue 2014

18

, , 3 2

1.

2014

, ,

, ,

,

[ ]

: NIA, 2014 (2014)

19

: NIA, 2014 (2014)

, , , , 40.8%

, (32.5%), (16.5%)

2013 , /

15.4%

[ ]

_

(: %)

16.5

10.3

40.8

32.5

/ 45.7

/ 44.5

//

48.7

47.2

62.8

/ 21.9

62.8

43.2

SNS 48.9

90.8

93.3

80.7

17.4

14.0

,

31.8

49.7

28.3

2014

[ ] (: %)

20

/ 46.8% , /

/ (13.7%), / / (9.5%), (9.0%)

2013 , /

[ 2014 ]

_

(: %)55.1

18.7

9.0 8.36.3

10.712.7

3.5

46.8

13.7

5.2 5.6 4.4

9.5 9.0

3.9

/

//

/

/

/

/

2013 2014

2014

: NIA, 2014 (2014)

21

, 58.5% .

/(55.5%), (36.0%)

,

,

35.3%

_

2.0

1.5

16.3

15.2

48.7

47.3

31.3

33.6

1.7

2.4

2013

2014

1.5

1.2

7.4

6.2

36.2

34.1

46.7

49.2

8.2

9.3

2013

2014

1.3

1.3

8.0

7.2

38.2

35.7

44.3

46.9

8.2

8.9

2013

2014

1.8

2.1

14.2

16.8

51.4

50.0

29.6

27.6

3.0

3.5

2013

2014

2.2

2.0

14.8

18.5

51.9

49.8

28.7

27.3

2.4

2.4

2013

2014

(: %), /

/

SNS

2014

: NIA, 2014 (2014)

(: %)

(: %)

(: %)

(: %)

22

61.1% , (52.6%),

(44.2%)

/ 17.0% , SNS(16.9%),

(11.4%)

2013 , , / ,

, SNS

_

(: %)

1.8

1.3

15.3

15.7

50.7

49.4

30.8

31.8

1.4

1.8

2013

2014

1.5

1.2

7.4

6.2

36.2

34.1

46.7

49.2

8.2

9.3

2013

2014

1.3

1.3

8.0

7.2

38.2

35.7

44.3

46.9

8.2

8.9

2013

2014

1.8

2.1

14.2

16.8

51.4

50.0

29.6

27.6

3.0

3.5

2013

2014

2.2

2.0

14.8

18.5

51.9

49.8

28.7

27.3

2.4

2.4

2013

2014

/

/

SNS

2014

: NIA, 2014 (2014)

(: %)

(: %)

(: %)

(: %)

(: %)

23

93.0% ,

/(92.4%), /(92.0%)

, 2.2% , /(1.8%0,

/(1.5%)

_

0.4

0.3

0.6

1.0

5.7

7.0

40.7

43.3

52.6

48.4

2013

2014

(: %)

0.3

0.3

0.6

1.2

5.5

6.3

32.2

36.5

61.4

55.7

2013

2014

0.5

0.2

2.0

2.0

14.1

16.7

41.5

43.5

41.9

37.6

2013

2014

0.4

0.3

1.1

0.8

6.5

6.9

33.4

33.3

58.6

58.7

2013

2014

0.5

0.7

0.7

0.5

5.5

5.8

31.8

32.8

61.5

60.2

2013

2014

2014

: NIA, 2014 (2014)

(: %)

(: %)

(: %)

/

/ (: %)

/ (: %)

24

Global Market Issue FB

UK

25

FB

/ 1 FB

eMarketer 18~24 88% , 25~34 78.6%

2015, 5,870 ,

2015 2 The Media Insight Project , 57%

, 30% , 14% .

, 10 7

,

1 2 3 4 5 6 7

14% 30% 13% 16% 8% 8% 12%

9% 11% 6% 8% 6% 10% 50%

7% 13% 24% 24% 10% 19% 17%

3% 6% 5% 5% 5% 10% 66%

2% 4% 8% 8% 6% 12% 64%

2% 3% 4% 4% 3% 8% 77%

1% 4% 2% 2% 3% 9% 79%

1. 2. 3. 4. 5. 6. 7.

[ & ]

70%

60%

42%

34%

11%

1%

,

, , ""

,

[ ]

: The Media Project(2015.03)

26

UK

2015 3 Decode , 10 7 ,

46%, 40%

.

51% , (48%), (27%), (24%)

[ UK ][ UK ]

: Pegasystems and Capgemini(2015.05)

70%

46%

40%

25%

21%

19%

,

51%

48%

27%

24%

()

27

,

Vision Critical , 51%

, 12%

( ) 44% , 2014 34% .

7% 17% , 6% 14% 2 .

4% 10% , ,

18~34 35~54 12% , 11%,

13%, 4% . 55

[ ]

( )[ , ]

: Vision Critical(2015.10)

39%

51%

61%

49%

2014

2015

Yes No

71%

62%

60%

50%

59%

51%

47%

46%

54%

53%

48%

36%

18-34 35-54 55+

28

10 9

,

eMarketer , 2015 92% 7,700 .

() ,

, . 2019 100

25~34 , 18%(2 420) .

12~17 18~34 90%

[ ]

: eMarketer(2015.06)

73.5 75.677.0 78.0 78.8 79.5

79.9

90.7% 92.2%92.5% 92.4% 92.2% 91.9% 92.0%

50.0%

55.0%

60.0%

65.0%

70.0%

75.0%

80.0%

85.0%

90.0%

95.0%

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

2013 2014 2015 2016 2017 2018 2019

29

Creative Campaign First Live Broadcasted Flight -Turkish Airlines

Shot on an iPhone 6 world galley iPhone 6

The Social Swipe MISEREOR

30

< Campaign Overview >

Period : 2015 7

Nation :

Rundown : (Periscope)

. , ,

,

5,118 ,

292,779

First Live Broadcasted Flight - Turkish Airlines

: https://youtu.be/1NZzOdP28fc

https://youtu.be/1NZzOdP28fc

31

< Campaign Overview >

Period : 2015 3

Nation :

Rundown : 6

6 162

25, 73

2015 ,

OOH , 2

Shot on an iPhone 6 world galley iPhone 6

: https://youtu.be/C94ovy_WIsI

https://youtu.be/C94ovy_WIsI

32

< Campaign Overview >

Period : 2014 4

Nation :

2

3,000 23%

The Social Swipe MISEREOR

: https://youtu.be/xL5a47AXWzU

https://youtu.be/xL5a47AXWzU

33

Media News

34

- 2016

- B2B

- , 360

, 26

- 27

-

- ,

: ,

-

-

- PC 100 , 10(GB)

,

35

-

- O2O 3

- 1, 2 2030 5kg ,

-

- ,(), E 3000cc 100 200

- 2.0 , 8,000

,

: ,

-

-

36

Media New Ad 11

37

11 11

: 2015 11 ~2016 1( )

: ,

10% ( )

11

- 80

-

- PV 1,300

- 100

- DAU 11

- PV 15

-

[ ] [ ] [ ]

CPM RollingCPC

CPT ( )

CPI

Rolling

CPE CPI +

CPA

CPI++

CPI++

CPV Real Time (2 )

38

DA

: 2015 11

: , , CTR

[ DA]

(640*240)

[ ]

(640*240)

: + + + AD ,

//TV

SNS .

: CPM ,

.

: (250*154), 2,

( ), URL

39

2015 12 / /

: 2015 11

: Break TV

30 Non-skip

< PC > < >

- Break

- : 30

-

- & PIP (, )

- : / /

- Break

- : 30

-

- : ( )

40