{"id":18962,"date":"2023-02-18T20:06:33","date_gmt":"2023-02-18T20:06:33","guid":{"rendered":"https:\/\/www.criteo.com\/kr\/?p=18962"},"modified":"2023-03-09T18:29:50","modified_gmt":"2023-03-09T18:29:50","slug":"ctv-advertising-predictions-for-2023-and-why-retailers-should-care","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/kr\/blog\/ctv-advertising-predictions-for-2023-and-why-retailers-should-care\/","title":{"rendered":"2023\ub144 CTV \uad11\uace0 \uc804\ub9dd\uacfc \ub9ac\ud14c\uc77c\ub7ec\uac00 \uad00\uc2ec\uc744 \uac00\uc838\uc57c \ud558\ub294 \uc774\uc720"},"content":{"rendered":"

2023\ub144 1\uc6d4 18\uc77c\uc790 RetailBiz<\/a>\uc5d0 \uac8c\uc7ac\ub418\uc5c8\ub358 \uae00\uc785\ub2c8\ub2e4. \uc774 \uae00\uc740 \ud06c\ub9ac\ud14c\uc624\uc758 \uc544\uc2dc\uc544 \ud0dc\ud3c9\uc591 \uc9c0\uc5ed \ube44\ub514\uc624 \ub2f4\ub2f9\uc778 \ud788\uc2a4 \uc5b4\ube59(Heath Irving)\uc774 \uc791\uc131\ud588\uc2b5\ub2c8\ub2e4.<\/p>\n

\uae30\uc220\uacfc AI\uc758 \uc9c0\uc18d\uc801\uc778 \ubc1c\uc804 \ub355\ubd84\uc5d0, \ub9ac\ud14c\uc77c\ub7ec\ub294 \ubaa8\ubc14\uc77c\uacfc \uc2a4\ub9c8\ud2b8 \ub514\ubc14\uc774\uc2a4\uc5d0\uc11c \ubcf4\ub2e4 \uac1c\uc778\ud654\ub41c \uc18c\ube44\uc790 \uacbd\ud5d8\uacfc \uc989\uac01\uc801\uc778 \uc811\uadfc\uc131\uc744 \ub9cc\ub4e4\uc5b4 \uace0\uac1d\uc774 \uc788\ub294 \uacf3\uc5d0\uc11c \uace0\uac1d\uc744 \ub9cc\ub0a0 \uc218 \uc788\uac8c \ub418\uc5c8\uc2b5\ub2c8\ub2e4. \uad11\uace0\ub97c \ud1b5\ud574 \uace0\uac1d\uacfc \ucc98\uc74c\uc73c\ub85c \ub9cc\ub098\ub294 \uc21c\uac04\uc744 \ud3ec\ud568\ud574\uc11c, \uc18c\ube44\uc790 \uc5ec\uc815\uc758 \ubaa8\ub4e0 \ubd80\ubd84\uc774 \ub514\uc9c0\ud138\ud654\ub418\uc5c8\uc2b5\ub2c8\ub2e4. \ucee4\ub125\ud2f0\ub4dc TV(CTV)\ub294 \ub9ac\ud14c\uc77c\ub7ec\uac00 \ub354 \ub9ce\uc740 \uc7a0\uc7ac \uace0\uac1d\uc5d0\uac8c \ub3c4\ub2ec\ud558\uae30 \uc704\ud574 \ud65c\uc6a9\ud558\uae30 \uc2dc\uc791\ud55c \ud50c\ub7ab\ud3fc\uc774\uba70, \uc791\ub144\uc5d0\ub294<\/a>\uc870\ud68c\uc728\uc774 36%[1]<\/a>\ub098 \uc99d\uac00\ud558\ub294 \ub4f1 \uc810\uc810 \ub354 \uc778\uae30\ub97c \ub04c\uace0 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n

\uc628\ub514\ub9e8\ub4dc \ubc29\uc2dd\uc758 \ube44\ub514\uc624 \uad6c\ub3c5 \uc11c\ube44\uc2a4\ub294 \ubb34\ub8cc \uc9c0\uc0c1\ud30c TV\ub97c \ucd94\uc6d4\ud574 \ud654\uba74\uc73c\ub85c \ucf58\ud150\uce20\ub97c \uc18c\ube44\ud558\ub294 \uac00\uc7a5 \uc778\uae30 \uc788\ub294 \ubc29\uc2dd\uc73c\ub85c \uc790\ub9ac\ub97c \uc7a1\uc558\uc73c\uba70, \uc2a4\ud2b8\ub9ac\ubc0d \uc11c\ube44\uc2a4\ub97c \uc0ac\uc6a9\ud558\ub294 CTV \uace0\uac1d\uc740 \ub098\ub0a0\uc774 \uc99d\uac00\ud558\uace0 \uc788\uc2b5\ub2c8\ub2e4.[2]<\/a> \uadf8 \uc5b4\ub290 \ub54c\ubcf4\ub2e4 \ub9ce\uc740 \uc2a4\ud2b8\ub9ac\ubc0d \uc11c\ube44\uc2a4 \uc635\uc158\uc774 \uc81c\uacf5\ub418\uace0 \uc788\uae30 \ub54c\ubb38\uc5d0, \ub9ac\ud14c\uc77c\ub7ec\ub294 CTV \ud50c\ub7ab\ud3fc\uc5d0\uc11c \uc88b\uc544\ud558\ub294 \ud504\ub85c\uadf8\ub7a8\uacfc \uc601\ud654\ub97c \uc2dc\uccad\ud558\ub294 \uace0\uac1d\ub4e4\uc5d0\uac8c \ub2e4\uac00\uac08 \uc218 \uc788\ub294 \uc88b\uc740 \uae30\ud68c\ub97c \uac16\uac8c \ub418\uc5c8\uc2b5\ub2c8\ub2e4.<\/p>\n

\uadf8\ub807\ub2e4\uba74 \uc5b4\ub5a4 \uc900\ube44\uac00 \ud544\uc694\ud560\uae4c\uc694? \ub9ac\ud14c\uc77c\ub7ec\uac00 2023\ub144\uc744 \uc900\ube44\ud558\ub294 \ub370 \ub3c4\uc6c0\uc774 \ub420 \uc138 \uac00\uc9c0 \uc804\ub9dd\uc744 \uc18c\uac1c\ud569\ub2c8\ub2e4.<\/p>\n

\uc804\ub9dd 1: CTV\uc5d0\uc11c \ucee4\uba38\uc2a4 \ub370\uc774\ud130\uc758 \uc5ed\ub7c9\uc774 \ubc1c\ud718\ub420 \uac83\uc785\ub2c8\ub2e4.<\/h2>\n

CTV\ub294 \uc774\uc81c \ub354 \ud3ed\ub113\uc740 \ub9c8\ucf00\ud305\uc744 \uc704\ud55c \ud544\uc218 \uc694\uc18c\uc774\uc790 \ub9ac\ud14c\uc77c\ub7ec\uac00 \uad00\ub828\ub41c \uace0\uac1d\uc744 \uc720\uce58\ud558\uae30 \uc704\ud574 \ud65c\uc6a9\ud574\uc57c \ud558\ub294 \ud50c\ub7ab\ud3fc\uc73c\ub85c \uc790\ub9ac\ub97c \uc7a1\uc558\uc2b5\ub2c8\ub2e4. \uc21c\ucc28\uc801\uc73c\ub85c \uc81c\uacf5\ub418\ub294 TV\uc758 \uc2a4\ud1a0\ub9ac\ud154\ub9c1 \uae30\ub2a5\uacfc \ub514\uc9c0\ud138 \ub9c8\ucf00\ud305\uc758 \ud0c0\uac9f\ud305 \ubc0f \uce21\uc815 \uae30\ub2a5\uc774 \uacb0\ud569\ub41c \uc774 \uace0\uc720\ud55c \ucc44\ub110\uc740 \uac10\uc18c\ud558\uace0 \uc788\ub294 \uc9c0\uc0c1\ud30c TV\uc758 \ub3c4\ub2ec \ubc94\uc704\ub97c \ubcf4\uc0c1\ud574\uc8fc\uace0\ub3c4 \ub0a8\uc2b5\ub2c8\ub2e4.<\/p>\n

\ucee4\uba38\uc2a4 \ub370\uc774\ud130\uc758 \uc5ed\ub7c9\uc744 \ubc14\ud0d5\uc73c\ub85c CTV\ub294 \ub9e4\uc6b0 \ud6a8\uacfc\uc801\uc778 \ube0c\ub79c\ub529\uacfc \uc131\uacfc\ub97c \uc81c\uacf5\ud558\ub294 \ucc44\ub110\uc774 \ub420 \uc218 \uc788\uc73c\uba70, \uc0c1\ub2f9\ud55c \uc0ac\uc774\ud2b8 \ud2b8\ub798\ud53d, \uc804\ud658\uc728 \ubc0f \uad11\uace0 \ud22c\uc790 \uc218\uc775\uc744 \ucc3d\ucd9c\ud574\uc904 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \ucee4\uba38\uc2a4 \ub370\uc774\ud130\ub97c \ud574\uc11d\ud558\ub294 \ub370 \ub3c4\uc6c0\uc774 \ub418\ub294 AI \uac19\uc740 \uae30\uc220\uc744 \ud65c\uc6a9\ud558\uba74 CTV\uc5d0\uc11c \ub354 \ud6a8\uacfc\uc801\uc73c\ub85c \uae30\ud68c\ub97c \ud65c\uc6a9\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n

2023\ub144 \ub9ac\ud14c\uc77c\ub7ec\ub294 CTV \uc804\ubc18\uc5d0 \ucee4\uba38\uc2a4 \ub370\uc774\ud130\ub97c \ud65c\uc6a9\ud574 \uc2e0\uaddc \ubc0f \uae30\uc874 \uace0\uac1d\uc744 \uc815\ud655\ud558\uac8c \ud0c0\uac9f\ud305\ud560 \uc218 \uc788\uc744 \uac83\uc785\ub2c8\ub2e4. \ub610\ud55c \ud5a5\uc0c1\ub41c \ud3d0\uc1c4\ud615 \ub8e8\ud504 \uce21\uc815\uc744 \ud1b5\ud574 \uc628\ub77c\uc778 \ubc0f \uc624\ud504\ub77c\uc778 \ud310\ub9e4 \ubaa8\ub450\uc5d0\uc11c CTV \uad11\uace0\uc758 \ud6a8\uc728\uc131\uc744 \ub354 \uc798 \uc774\ud574\ud560 \uc218 \uc788\uac8c \ub420 \uac83\uc785\ub2c8\ub2e4.<\/p>\n

\uc804\ub9dd 2: CTV \ubd84\uc57c\uc758 \uacbd\uc7c1\uc774 \ub354\uc6b1 \uce58\uc5f4\ud574\uc9c8 \uac83\uc785\ub2c8\ub2e4.<\/h2>\n

\ud37c\uc2a4\ud2b8\ud30c\ud2f0 \ub370\uc774\ud130\uac00 \uc911\uc694\ud55c CTV \ubd84\uc57c\uc5d0\uc11c\ub294 \uac1c\uc778\uc815\ubcf4 \ubcf4\ud638\ub97c \uc6b0\uc120\uc2dc\ud558\ub294 \ubc29\uc2dd\uc73c\ub85c \uc0ac\uc6a9\uc790\ub4e4\uc5d0 \ub300\ud55c \ub2e4\uc591\ud55c \uc815\ubcf4\ub97c \uc218\uc9d1\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \ud638\uc8fc\uc758 \uace0\uac1d 5\uba85 \uc911 1\uba85(20%)\uc740[3]<\/a> \ubcf4\ub2e4 \uad00\ub828\uc131 \uc788\uace0 \ub9de\ucda4\ud654\ub41c \ube44\ub514\uc624 \uad11\uace0\ub97c \ubc1b\uc544\ubcfc \uc218 \uc788\ub3c4\ub85d \uad11\uace0\uc8fc\uc640 \uac1c\uc778\uc815\ubcf4\ub97c \uacf5\uc720\ud560 \uc758\ud5a5\uc774 \uc788\ub294 \uac83\uc73c\ub85c \ub098\ud0c0\ub0ac\uc2b5\ub2c8\ub2e4.<\/p>\n

\uc774\ub7ec\ud55c \uc218\uc900\uc758 \ub370\uc774\ud130\uac00 \ud655\ubcf4\ub418\uba74\uae30 \ub54c\ubb38\uc5d0 \uc2a4\ud2b8\ub9ac\ubc0d \uc11c\ube44\uc2a4 \uc2dc\uccad\uc790\ub4e4\uc5d0\uac8c \uc77c\ubc18 \uad11\uace0\ub97c \ubcf4\uc5ec\uc904 \uc774\uc720\uac00 \uc5c6\uc2b5\ub2c8\ub2e4. \uc9c0\uae08\ub3c4 \uad11\uace0 \uc2dc\uac04\uc5d0 \ub3d9\uc77c\ud55c \uad11\uace0\ub97c \uacc4\uc18d\ud574\uc11c \ubcf4\uc5ec\uc8fc\ub294 \ud50c\ub7ab\ud3fc\uc774 \uc788\uc2b5\ub2c8\ub2e4. \uc2dc\uccad\uc790\ub294 \ubc18\ubcf5\ub418\ub294 \ube0c\ub79c\ub4dc\ub098 \uc81c\ud488\uc5d0 \ubd80\uc815\uc801\uc778 \uac10\uc815\uc744 \uac00\uc9c8 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n

\uc774\uc81c \ubcf4\ub2e4 \uad00\ub828\uc131 \uc788\uace0 \uc6d0\ud65c\ud55c \uc2dc\uccad \ud658\uacbd\uc744 \uc870\uc131\ud558\uc5ec \uc2dc\uccad\uc790\uc5d0\uac8c \uc9c0\uc7a5\uc744 \uc8fc\uc9c0 \uc54a\uace0 \uad11\uace0\ub97c \ud1b5\ud574 \ud50c\ub7ab\ud3fc\uc744 \uc218\uc775\ud654\ud560 \uc218 \uc788\ub294 Netflix, 7Plus \ub4f1\uc758 \uc635\uc158\uc774 \uc874\uc7ac\ud569\ub2c8\ub2e4. 2023\ub144\uc5d0\ub294 \uc774 \uae30\uc220\uc744 \ud65c\uc6a9\ud558\uc9c0 \uc54a\ub294 \uc2a4\ud2b8\ub9ac\ubc0d \uc11c\ube44\uc2a4\ub294 \uacbd\uc7c1\uc5d0\uc11c \ub3c4\ud0dc\ub420 \uac83\uc785\ub2c8\ub2e4.<\/p>\n

\uc804\ub9dd 3: \uad6c\ub9e4\uac00 \ubc14\ub85c \uac00\ub2a5\ud55c CTV\uac00 \ub300\uc138\uac00 \ub420 \uac83\uc785\ub2c8\ub2e4.<\/h2>\n

\uad11\uace0\ub97c \uc81c\uacf5\ud558\ub294 \uc2a4\ud2b8\ub9ac\ubc0d \uc11c\ube44\uc2a4\ub294 Netflix, Disney, Binge\ucc98\ub7fc \ud504\ub9ac\ubbf8\uc5c4 \ud328\ud0a4\uc9c0\uc5d0 \ub300\ud55c \uc790\uccb4\uc801\uc778 \ub300\uccb4 \uc635\uc158\uc744 \uc81c\uacf5\ud558\ub294 \ubc29\uc2dd\uc73c\ub85c \uc0c1\ud5a5 \uc774\ub3d9\ub418\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uc774\ub97c \ud1b5\ud574 \ub9ac\ud14c\uc77c\ub7ec\ub294 \ub9de\ucda4\ud615 \uad11\uace0\ub97c \ud65c\uc6a9\ud558\uace0 \uae30\uc220\uc774 \uacc4\uc18d \ubc1c\uc804\ud568\uc5d0 \ub530\ub77c \ubc14\ub85c \uad6c\ub9e4 \uac00\ub2a5\ud55c \uad11\uace0\ub97c \ud65c\uc6a9\ud568\uc73c\ub85c\uc368 \uad00\uc2ec\uc744 \uac00\uc9c4 \uace0\uac1d\ub4e4\uc744 \uad00\ub828\uc131 \uc788\ub294 \uad11\uace0\ub85c \ud0c0\uac9f\ud305\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n

\uace0\uac1d\uc774 \ub4dc\ub77c\ub9c8\ub97c \uc2a4\ud2b8\ub9ac\ubc0d\ud558\ub294 \ub3d9\uc548 \ud654\uba74\uc5d0 \ub098\uc624\ub294 \ub9ac\uc870\ud2b8, \ud328\uc158 \ub610\ub294 \uacbd\ud5d8\uc744 \ubc14\ub85c \uad6c\ub9e4\ud560 \uc218 \uc788\ub294 \uad11\uace0\uac00 \ud45c\uc2dc\ub418\uace0 \ub4dc\ub77c\ub9c8\uc5d0 \ubab0\uc785\ud55c \uc0c1\ud0dc\uc5d0\uc11c \ubc14\ub85c \uad6c\ub9e4\ud560 \uc218 \uc788\ub2e4\uace0 \uc0c1\uc0c1\ud574 \ubcf4\uc2ed\uc2dc\uc624. \ud604\uc7ac CTV\uc5d0\uc11c\ub294 QR \ucf54\ub4dc\ub97c \uc0ac\uc6a9\ud574 \uc774\ub97c \uac00\ub2a5\ud558\uac8c \ub9cc\ub4e4\uace0 \uc791\uac8c \ubcf4\uc5ec\uc9c0\ub294 \ub2e4\ub978 \ud654\uba74\uc5d0 \ub300\ud55c \uad00\uc2ec\uc744 \uc720\ub3c4\ud558\uace0 \uc788\uc2b5\ub2c8\ub2e4. \ud558\uc9c0\ub9cc \uc774\uc81c \uad11\uace0 \ub0b4\uc5d0 \ub9e4\ub044\ub7fd\uac8c \ud65c\uc131\ud654\ub420 \uc218 \uc788\ub294 \uad6c\ub9e4 \uac00\ub2a5\ud55c \uacbd\ud5d8\uc774 \ubd80\uc0c1\ud558\uace0 \uc788\uc2b5\ub2c8\ub2e4. 2023\ub144\uc5d0\ub294 TV \ud654\uba74\uc5d0 \uc774\ub7ec\ud55c \ud601\uc2e0\uc774 \ub4f1\uc7a5\ud558\uace0 \uc2dc\uccad\uc790\ub4e4\uc774 \uc0c8\ub85c\uc6b4 \uad6c\ub9e4 \ubc29\uc2dd\uc744 \uc801\uadf9 \uc218\uc6a9\ud558\uc5ec, \ub9e4 \uc21c\uac04\uc774 \ucee4\uba38\uc2a4 \uc21c\uac04\uc774 \ub420 \uc218 \uc788\uc744 \uac83\uc785\ub2c8\ub2e4.<\/p>\n

2023\ub144\uc740 \ubcf4\ub2e4 \ub9de\ucda4\ud654\ub41c \uae0d\uc815\uc801\uc778 \uacbd\ud5d8\uc744 \uac00\ub2a5\ud558\uac8c \ud558\ub294 CTV \uad11\uace0\uac00 \ud070 \ubcc0\ud654\ub97c \ubab0\uace0 \uc62c \uac83\uc785\ub2c8\ub2e4. \ub9ac\ud14c\uc77c\ub7ec\ub294 \ucee4\uba38\uc2a4 \ub370\uc774\ud130\ub97c \ud65c\uc6a9\ud558\uc5ec \uad00\ub828\ub41c \uad11\uace0\uc640 \uc6d0\ud65c\ud55c \uad6c\ub9e4 \uacbd\ud5d8\uc744 \ud1b5\ud574 CTV\uc5d0\uc11c \uc5b4\ub5bb\uac8c \uc18c\ube44\uc790\uc758 \uad00\uc2ec\uc744 \ub04c \uc218 \uc788\uc744\uc9c0 \uace0\ubbfc\ud574\uc57c \ud569\ub2c8\ub2e4. CTV\uc758 \ubbf8\ub798\ub294 \uc774\ubbf8 \uc6b0\ub9ac \uacc1\uc5d0 \uc640 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n

[1]<\/a>2021\ub144\uacfc\uc758 \ube44\uad50, \ucd9c\ucc98:\u00a0https:\/\/thinktv.com.au\/facts-and-stats\/q1-2022-connected-tv-viewing-increased-36-compared-to-the-same-period-last-year\/#:~:text=CTV%20viewing%20increased%2036%25%20compared%20to%20the%20same%20period%20last%20year,-Total%20TV%20is<\/a><\/p>\n

[2]<\/a>\uc0ac\ud68c \uc5f0\uad6c \uc13c\ud130(2021) \ubbf8\ub514\uc5b4 \ucf58\ud150\uce20 \uc18c\ube44 \uc124\ubb38 \uc870\uc0ac \ubcf4\uace0\uc11c, 4~5\ud398\uc774\uc9c0,\u00a0 \ud638\uc8fc \uc815\ubd80 \uc778\ud504\ub77c, \uad50\ud1b5, \uc9c0\uc5ed \uac1c\ubc1c \ubc0f \ud1b5\uc2e0\ubd80 \ubcf4\uace0\uc6a9<\/p>\n

[3]<\/a>\ud06c\ub9ac\ud14c\uc624 \ube44\ub514\uc624 \ubc0f \ucee4\ub125\ud2f0\ub4dc TV \ud604\ud669 \uc124\ubb38 \uc870\uc0ac, \ud638\uc8fc, 2021\ub144 2\ubd84\uae30<\/p>\n","protected":false},"excerpt":{"rendered":"

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