{"id":20908,"date":"2024-09-06T01:29:24","date_gmt":"2024-09-06T01:29:24","guid":{"rendered":"https:\/\/www.criteo.com\/kr\/?p=20908"},"modified":"2025-09-16T17:19:39","modified_gmt":"2025-09-16T17:19:39","slug":"beyond-the-banner-why-commerce-content-cant-be-ignored","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/kr\/blog\/beyond-the-banner-why-commerce-content-cant-be-ignored\/","title":{"rendered":"\ubc30\ub108\ub97c \ub118\uc5b4 : \ucee4\uba38\uc2a4 \ucf58\ud150\uce20\ub97c \ud544\uc218\ub85c \uc2dc\uc791\ud574\uc57c \ud558\ub294 \uc774\uc720"},"content":{"rendered":"<p>\ud55c \ub54c \ucee4\uba38\uc2a4\uc640 \ucf58\ud150\uce20\ub294 <em>\uc644\uc804\ud788 \ub2e4\ub978 \ub450 \uc601\uc5ed<\/em>\uc774\uc5c8\uc2b5\ub2c8\ub2e4.<\/p>\n<p>\ud558\uc9c0\ub9cc \uc138\uc0c1\uc740 \uc774\uc81c \ub9ce\uc774 \ub2ec\ub77c\uc84c\uc2b5\ub2c8\ub2e4.<\/p>\n<p>\uc628\ub77c\uc778 \uace0\uac1d\ub4e4\uc740 \ud55c \ud50c\ub7ab\ud3fc\uc5d0\ub9cc \uba38\ubb34\ub974\uc9c0 \uc54a\uc2b5\ub2c8\ub2e4. \uc18c\uc15c \ubbf8\ub514\uc5b4, \uc624\ud508 \uc6f9 \ud37c\ube14\ub9ac\uc154, \ub514\uc9c0\ud138 \uc1fc\ud551 \ud50c\ub7ab\ud3fc \ub4f1\uc744 \ub118\ub098\ub4e4\uba70 \uad6c\ub9e4 \uacb0\uc815\uc744 \ub0b4\ub9ac\uae30 \uc804\uae4c\uc9c0 \ub2e4\uc591\ud55c \ucc44\ub110\uc744 \ud0d0\uc0c9\ud569\ub2c8\ub2e4.<\/p>\n<p>\uc774\ub7ec\ud55c \uc0c8\ub85c\uc6b4 \uad6c\ub9e4 \ud328\ub7ec\ub2e4\uc784\uc740 \ubcf5\uc7a1\ud574 \ubcf4\uc77c \uc218\ub3c4 \uc788\uc9c0\ub9cc, \uc0ac\uc2e4 \uc774\ub294 \ube0c\ub79c\ub4dc, \ub9ac\ud14c\uc77c\ub7ec, \ud37c\ube14\ub9ac\uc154\uc5d0\uac8c \uc804\ud1b5\uc801\uc778 \uc6f9 \ubc0f \ubaa8\ubc14\uc77c \uc571 \ucc44\ub110\uc744 \ub118\uc5b4 \uc18c\ube44\uc790 \uad6c\ub9e4 \uacb0\uc815\uc744 \uc601\ud5a5\ub825 \uc788\uac8c \uc774\ub04c \uc218 \uc788\ub294 \ud669\uae08 \uac19\uc740 \uae30\ud68c\ub97c \uc81c\uacf5\ud569\ub2c8\ub2e4.<\/p>\n<p>\ube0c\ub79c\ub4dc\uc758 \ucee4\uba38\uc2a4 \ucf58\ud150\uce20 \ud22c\uc790\ub3c4 \uae09\uc99d\ud558\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uc778\ud50c\ub8e8\uc5b8\uc11c \ub9c8\ucf00\ud305\ub9cc \ubcf4\ub354\ub77c\ub3c4, <a href=\"https:\/\/www.pqmedia.com\/product\/global-influencer-marketing-forecast-2023-2027\/\" target=\"_blank\" rel=\"noopener\">2018\ub144\ubd80\ud130 2023\ub144\uae4c\uc9c0 20% \uc774\uc0c1 \uc131\uc7a5\ud558\uc5ec \uc791\ub144\uc5d0\ub294 260\uc5b5 \ub2ec\ub7ec\uc5d0 \ub2ec\ud588\uc2b5\ub2c8\ub2e4<\/a>. \uc774\ucc98\ub7fc \ucee4\uba38\uc2a4 \ucf58\ud150\uce20\ub294 \ube0c\ub79c\ub4dc\uac00 \uc18c\ube44\uc790\uc640 \uc5f0\uacb0\ub418\uace0, \ud1b5\ud569\ub41c \ubab0\uc785\ud615 \uc1fc\ud551 \uacbd\ud5d8\uc744 \uc81c\uacf5\ud558\uae30 \uc704\ud574 \ubc18\ub4dc\uc2dc \uc8fc\ubaa9\ud574\uc57c \ud560 \uc911\uc694\ud55c \uc694\uc18c\ub85c \uc790\ub9ac \uc7a1\uace0 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<h2>\uadf8\ub798\uc11c, \ucee4\uba38\uc2a4 \ucf58\ud150\uce20\ub780 \ubb34\uc5c7\uc744 \uc758\ubbf8\ud558\ub294\uac78\uae4c\uc694?<\/h2>\n<p>\ucee4\uba38\uc2a4 \ucf58\ud150\uce20\ub780 \ub9e4\uccb4\uc0ac\uc640 \ube0c\ub79c\ub4dc\uc758 \ud569\uc791\uc73c\ub85c \ud0c4\uc0dd\ud55c \ucf58\ud150\uce20\ub85c, \uc18c\ube44\uc790\uac00 \uc0c1\ud488\uc744 \ubc1c\uacac\ud558\uace0 \uc774\ud574\ud558\uace0 \uc870\uc0ac\ud558\ub294 \ub370 \ub3c4\uc6c0\uc744 \uc90d\ub2c8\ub2e4.<\/p>\n<p>\ucee4\uba38\uc2a4 \ucf58\ud150\uce20\ub294 \ub9e4\uccb4\uc0ac\uc640 \ube0c\ub79c\ub4dc \ubaa8\ub450\uc5d0\uac8c \uc708\uc708\uc778 \uc811\uadfc\ubc95\uc785\ub2c8\ub2e4. \ub9e4\uccb4\uc0ac\ub294 \ub3c5\uc790\ub4e4\uc5d0\uac8c \uc720\uc775\ud55c \uc815\ubcf4\ub97c \uc81c\uacf5\ud558\uba74\uc11c \uadf8\ub4e4\uacfc \uc18c\ud1b5\ud560 \uc218 \uc788\uace0, \ube0c\ub79c\ub4dc\ub294 \uc2e0\ub8b0\ud560 \uc218 \uc788\ub294 \ub9e5\ub77d \uc548\uc5d0\uc11c \uc81c\ud488\uc744 \ud6a8\uacfc\uc801\uc73c\ub85c \ub178\ucd9c\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uc774\ub7ec\ud55c \ubc29\uc2dd\uc740 \uc18c\ube44\uc790\uac00 \uad6c\ub9e4 \uc5ec\uc815\uc758 \ubaa8\ub4e0 \ub2e8\uacc4(\ubc1c\uacac \u2192 \uad6c\ub9e4) \uc5d0\uc11c \ube0c\ub79c\ub4dc\uc640 \uc5f0\uacb0\ub420 \uc218 \uc788\ub3c4\ub85d \ub3d5\uc2b5\ub2c8\ub2e4. \uadf8\ub9ac\uace0 \ub9e4\uccb4\uc0ac\ub294 \ucee4\uba38\uc2a4 \ucf58\ud150\uce20\ub85c SEO\ub97c \ub298\ub9b4 \uc218 \uc788\uc744 \ubfd0\ub9cc \uc544\ub2c8\ub77c \uc81c\ud734 \ub9c1\ud06c\ub098 \uae30\ud0c0 \uc218\uc775 \ucc3d\ucd9c \ub3c4\uad6c\ub97c \ud1b5\ud574 \uc218\uc775\ub3c4 \ub298\ub9b4 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<p>\uc18c\ube44\uc790 \uc785\uc7a5\uc5d0\uc11c\ub294, \uc774\ubbf8 \uad00\uc2ec\uc744 \uac00\uc9c0\uace0 \uc77d\uace0 \uc788\ub294 \ucf58\ud150\uce20 \uc548\uc5d0\uc11c \uc2e0\ub8b0\ud560 \uc218 \uc788\ub294 \uc81c\ud488 \uc815\ubcf4\ub97c \uc27d\uac8c \uc5bb\uc744 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uad6c\ub9e4\ub85c \uc774\uc5b4\uc9c0\ub294 \ud074\ub9ad\uae4c\uc9c0 \ub2e8 \uba87 \ub2e8\uacc4\ub85c \uc5f0\uacb0\ub418\uc8e0. \ub354 \ub9ce\uc740 \uc18c\ube44\uc790\ub4e4\uc774 \uc628\ub77c\uc778\uc73c\ub85c \uc774\ub3d9\ud558\ub294 \uc0c1\ud669\uc5d0\uc11c, \ucee4\uba38\uc2a4 \ucf58\ud150\uce20\ub294 \ub05d\uc5c6\ub294 \uc81c\ud488 \uc635\uc158 \uc18d\uc5d0\uc11c \uc18c\ube44\uc790\ub4e4\uc758 \uc120\ud0dd\uc744 \ub3d5\uace0, \uad6c\ub9e4 \uacb0\uc815\uc744 \uac00\uc774\ub4dc\ud569\ub2c8\ub2e4.<\/p>\n<p>\ucee4\uba38\uc2a4 \ucf58\ud150\uce20\uc758 \uc8fc\uc694 \uc720\ud615:<\/p>\n<ul>\n<li><strong>\uad6c\ub9e4 \uac00\uc774\ub4dc<\/strong><strong>.<\/strong> \uc18c\ube44\uc790\uac00 \ud2b9\uc815 \uc81c\ud488 \uce74\ud14c\uace0\ub9ac\ub97c \ud0d0\uc0c9\ud560 \uc218 \uc788\ub3c4\ub85d, \ucd94\ucc9c \uc81c\ud488\uacfc \uc804\ubb38\uac00\uc758 \uc758\uacac\uc744 \uc81c\uacf5\ud569\ub2c8\ub2e4. \ubc1c\uacac(Discovery) \ubc0f \uace0\ub824(Consideration) \ub2e8\uacc4\uc5d0 \uc801\ud569\ud569\ub2c8\ub2e4.<\/li>\n<\/ul>\n<ul>\n<li><strong>\uc81c\ud488 \ub9ac\ubdf0<\/strong><strong>.<\/strong> \ud2b9\uc815 \uc81c\ud488\uc744 \uc2ec\uce35\uc801\uc73c\ub85c \ubd84\uc11d\ud558\uba70 \uc7a5\uc810, \ub2e8\uc810, \uc0ac\uc6a9 \uc0ac\ub840\ub97c \uc81c\uc2dc\ud569\ub2c8\ub2e4. \uad6c\ub9e4 \uacb0\uc815(Lower Funnel) \ub2e8\uacc4\uc5d0 \uc720\uc6a9\ud569\ub2c8\ub2e4.<\/li>\n<\/ul>\n<ul>\n<li><strong>\uc81c\ud488 \ube44\uad50<\/strong><strong>.<\/strong> \uc81c\ud488\uc758 \uae30\ub2a5\uc744 \ub098\ub780\ud788 \ubcf4\uc5ec\uc90c\uc73c\ub85c\uc368 \uc18c\ube44\uc790\ub4e4\uc774 \ub354 \ub098\uc740 \uad6c\ub9e4 \uacb0\uc815\uc744 \ub0b4\ub9b4 \uc218 \uc788\ub3c4\ub85d \ub3d5\uc2b5\ub2c8\ub2e4. \uace0\ub824(Consideration) \ubc0f \uad6c\ub9e4 \uacb0\uc815(Lower Funnel) \ub2e8\uacc4\uc5d0 \uc801\ud569\ud569\ub2c8\ub2e4.<\/li>\n<\/ul>\n<ul>\n<li><strong>\uc694\uc57d \uae30\uc0ac<\/strong><strong>.<\/strong> \ud2b9\uc815 \uce74\ud14c\uace0\ub9ac\uc5d0\uc11c \uc804\ubb38\uac00 \ub9ac\ubdf0\uc640 \ud3b8\uc9d1 \uc758\uacac\uc744 \ud3ec\ud568\ud55c \uc81c\ud488 \ubaa9\ub85d\uc744 \ud050\ub808\uc774\uc158\ud558\uc5ec, \uc18c\ube44\uc790\ub4e4\uc5d0\uac8c \uac04\ub2e8\ud788 \uc81c\ud488\uc744 \ud0d0\uc0c9\ud560 \uae30\ud68c\ub97c \uc81c\uacf5\ud569\ub2c8\ub2e4. \ubc1c\uacac(Discovery) \ub2e8\uacc4\uc5d0 \uc801\ud569\ud569\ub2c8\ub2e4.<\/li>\n<\/ul>\n<ul>\n<li><strong>\ub51c \uc54c\ub9bc<\/strong><strong>.<\/strong> \ub2e4\uc591\ud55c \uc81c\ud488\uc758 \ud560\uc778, \uc138\uc77c, \ud504\ub85c\ubaa8\uc158 \uc815\ubcf4\ub97c \uc801\uc2dc\uc5d0 \uc5c5\ub370\uc774\ud2b8\ud558\uc5ec \uc18c\ube44\uc790\ub4e4\uc774 \ucd5c\uace0\uc758 \ud61c\ud0dd\uc744 \ub193\uce58\uc9c0 \uc54a\ub3c4\ub85d \ub3d5\uc2b5\ub2c8\ub2e4.<\/li>\n<\/ul>\n<ul>\n<li><strong>\uc778\ud50c\ub8e8\uc5b8\uc11c \ub9c8\ucf00\ud305<\/strong><strong>.<\/strong> \uc778\ud50c\ub8e8\uc5b8\uc11c\uc640 \ud611\ub825\ud558\uc5ec \uc18c\uc15c \ubbf8\ub514\uc5b4 \ud50c\ub7ab\ud3fc\uc774\ub098 \uae30\uc0ac, \ube14\ub85c\uadf8 \uac8c\uc2dc\ubb3c\uc744 \ud1b5\ud574 \ud314\ub85c\uc6cc\ub4e4\uc5d0\uac8c \uc81c\ud488\uc744 \ud64d\ubcf4\ud569\ub2c8\ub2e4.<\/li>\n<\/ul>\n<h2>\uc65c \ub9e4\uccb4\uc0ac\uc640 \ube0c\ub79c\ub4dc\uc5d0\uac8c \ucee4\uba38\uc2a4 \ucf58\ud150\uce20\uac00 \ud544\uc694\ud560\uae4c\uc694?<\/h2>\n<p>\ucee4\uba38\uc2a4 \ucf58\ud150\uce20\uac00 \ub300\uc911 \ub9e4\uccb4\uc5d0 \ud070 \ubcc0\ud654\ub97c \uac00\uc838\uc654\ub2e4\ub294 \uc0ac\uc2e4\uc740 \ud1b5\uacc4\uce58\ub85c \uc774\ubbf8 \uc785\uc99d\ub418\uc5c8\uc2b5\ub2c8\ub2e4.<\/p>\n<ul>\n<li>\ucee4\uba38\uc2a4 \ucf58\ud150\uce20 \uc804\ub7b5\uc744 \ub3c4\uc785\ud55c \ub514\uc9c0\ud138 \ub9e4\uccb4\uc0ac\ub294 \ub9e4\ucd9c\uc774 30% \uc99d\uac00\ud55c \uac83\uc73c\ub85c \ub098\ud0c0\ub0ac\uc2b5\ub2c8\ub2e4.(<a href=\"https:\/\/digiday.com\/media\/three-strategies-publishers-are-adopting-to-drive-affiliate-commerce-revenue-for-amazon-prime-day-2024\/\" target=\"_blank\" rel=\"noopener\">\ucd9c\ucc98<\/a>)<\/li>\n<\/ul>\n<ul>\n<li>\ucee4\uba38\uc2a4 \ucf58\ud150\uce20\ub294 \uc774\ubbf8 3\ubd84\uc758 2\uc758 \ub9e4\uccb4\uc0ac\uc5d0\uac8c \uc8fc\uc694 \uc218\uc775\uc6d0\uc774\uba70, \ubbf8\uad6d \ub9e4\uccb4\uc0ac \uc218\uc775\uc758 3\ubd84\uc758 1 \uc774\uc0c1\uc744 \ucc28\uc9c0\ud558\uace0 \uc788\uc2b5\ub2c8\ub2e4.(<a href=\"https:\/\/www.lotame.com\/global-survey-report-beyond-the-cookie-the-future-of-advertising-for-marketers-publishers\/\" target=\"_blank\" rel=\"noopener\">\ucd9c\ucc98<\/a>)<\/li>\n<\/ul>\n<ul>\n<li>\uc778\ud50c\ub8e8\uc5b8\uc11c \ub9c8\ucf00\ud305\uc740 2023\ub144\uc5d0 20.6% \uc99d\uac00\ud558\uc5ec \ucd1d 119\uc5b5 1\ucc9c\ub9cc \ub2ec\ub7ec\uc5d0 \ub2ec\ud588\uc2b5\ub2c8\ub2e4.(<a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2023\/03\/10\/influencer-marketing-in-2023-benefits-and-best-practices\/\">\ucd9c\ucc98<\/a>)<\/li>\n<\/ul>\n<p>\uc774\ub7ec\ud55c \ud1b5\uacc4\ub294 \ub9e4\uccb4\uc0ac\uac00 \ucee4\uba38\uc2a4 \ucf58\ud150\uce20 \uc804\ub7b5\uc744 \ub3c4\uc785\ud588\uc744 \ub54c \ubc1c\uc0dd \ud560 \uc218 \uc788\ub294 \ub9e4\ucd9c \uc99d\uac00\uc640 \uc18c\ube44\uc790 \uad00\uc2ec \uc99d\uac00 \ub4f1 \uc911\uc694\ud55c \uc218\uc775 \ud6a8\uacfc\uc640 \uc18c\ube44\uc790 \ucc38\uc5ec \uac15\ud654\uc758 \uac00\ub2a5\uc131\uc744 \ubcf4\uc5ec\uc90d\ub2c8\ub2e4. \uc2e4\uc81c\ub85c \ucee4\uba38\uc2a4 \ucf58\ud150\uce20\uac00 \ub298\uc5b4\ub098\uba74\uc11c \uc81c\ud734 \ub9c8\ucf00\ud305 \ud504\ub85c\uadf8\ub7a8\uc740 \ud604\uc7ac \uc6f9 \ub9e4\uccb4\uc0ac \uc218\uc775\uc758 \uc57d 10~20%\ub97c \ucc28\uc9c0\ud558\uac8c \ub418\uc5c8\uc2b5\ub2c8\ub2e4.<\/p>\n<p>\ube0c\ub79c\ub4dc\uc640 \ub9ac\ud14c\uc77c\ub7ec\uc5d0\uac8c\ub3c4 \ucee4\uba38\uc2a4 \ucf58\ud150\uce20\ub294 \uac15\ub825\ud55c \ud6a8\uacfc\ub97c \uc81c\uacf5\ud569\ub2c8\ub2e4.<\/p>\n<p>\uace0\ubbfc \uacfc\uc815\uc5d0\uc11c \uc18c\ube44\uc790\uc5d0\uac8c \uc815\ubcf4\ub97c \uc81c\uacf5\ud558\ub3c4\ub85d \uc0dd\uc131\ub41c \uace0\ud488\uc9c8 \ucf58\ud150\uce20(\uc608: \ubca0\uc2a4\ud2b8 \ubaa9\ub85d, \uc81c\ud488 \ube44\uad50 \uae30\uc0ac \ub4f1) \ub294 \uc81c\ud734 \ub9c1\ud06c\ub97c \ud1b5\ud574 \uc774\ucee4\uba38\uc2a4 \uc0ac\uc774\ud2b8\ub85c\uc758 \ud074\ub9ad\ub960(CTR) 15%\uc5d0 \ub2ec\ud558\ub294 \uac83\uc73c\ub85c \ub098\ud0c0\ub0ac\uc2b5\ub2c8\ub2e4. \ud2b9\ud788 \uad6c\ub9e4 \uc9c1\uc804\uc5d0 \uc18c\ube44\uc790\ub4e4\uc774 \ucc38\uace0\ud558\ub294 \ucf58\ud150\uce20(\uc608: \uc81c\ud488 \ub9ac\ubdf0) \uc758 \uacbd\uc6b0, \uace0\ud488\uc9c8 \ucf58\ud150\uce20\ub294 \ub9e4\uccb4\uc0ac\uc758 \uc81c\ud734 \ub9c8\ucf00\ud305 \ub9c1\ud06c\ub97c \ud1b5\ud574 \uc774\ucee4\uba38\uc2a4 \uc0ac\uc774\ud2b8\ub85c 30% \uc774\uc0c1\uc758 \ud074\ub9ad\ub960\uc744 \uac00\uc838\uc62c \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<h2>\ucee4\uba38\uc2a4 \ucf58\ud150\uce20 \uc804\ub7b5 \uad6c\ucd95\ud558\uae30<\/h2>\n<p>\uc131\uacf5\uc801\uc778 \ucee4\uba38\uc2a4 \ucf58\ud150\uce20 \uc804\ub7b5\uc744 \uc2e4\ud589\ud558\ub824\uba74 \uc2dc\uac04\uacfc \uc790\uc6d0\uc774 \ud22c\uc790\ub418\uc5b4\uc57c \ud55c\ub2e4\ub294 \uc810\uc5d0\ub294 \uc758\uc2ec\uc758 \uc5ec\uc9c0\uac00 \uc5c6\uc2b5\ub2c8\ub2e4. \ud558\uc9c0\ub9cc \uadf8 \ub178\ub825\uc740 \ucda9\ubd84\ud788 \ubcf4\uc0c1\uc73c\ub85c \ub3cc\uc544\uc635\ub2c8\ub2e4.<\/p>\n<p>\ub9e4\uccb4\uc0ac\ub294 \uc774\ubbf8 \uc18c\ube44\uc790\ub4e4\uacfc\uc758 \uc2e0\ub8b0\ub97c \ubc14\ud0d5\uc73c\ub85c \uc1fc\ud551 \uc5ec\uc815\uc744 \uac15\ud654\ud560 \uc218 \uc788\ub294 \ub9e4\ub825\uc801\uc774\uace0 \uc2e0\ub8b0\ud560 \uc218 \uc788\ub294 \ucf58\ud150\uce20\ub97c \uc81c\uc791\ud560 \uc218 \uc788\ub294 \uc7a0\uc7ac\ub825\uc744 \uac00\uc9c0\uace0 \uc788\uc2b5\ub2c8\ub2e4. \ube0c\ub79c\ub4dc\uc640 \ub9ac\ud14c\uc77c\ub7ec\ub294 \uc774\ub7ec\ud55c \ucf58\ud150\uce20\ub97c \uc18c\ube44\uc790\ub4e4\uc5d0\uac8c \uc720\uc775\ud558\uace0 \ub9e4\ub825\uc801\uc73c\ub85c \ub9cc\ub4e4\uae30 \uc704\ud574 \ud544\uc694\ud55c \uc774\ubbf8\uc9c0\uc640 \uc815\ubcf4\ub97c \uc81c\uacf5\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<p>\ub9e4\uccb4\uc0ac\uc640 \ub9ac\ud14c\uc77c\ub7ec\uac00 \ud611\ub825\ud55c\ub2e4\uba74, \uad6c\ub9e4 \uac00\uc774\ub4dc, \ub9ac\ubdf0, 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