모바일, SNS, MCN 미디어 시대에 데이터 어낼리틱스 기반 미디어 시너지 제고 방안: ‘미디어 소비단위’별 연결망 분석을 통한 접근

Abstract

This study calculated an analysis index to measure the synergy value of advertising media for each media consumption unit by data analytics methodology, away from the framework of defining the advertising media value of terrestrial TV based on ratings (listening rate, subscription rate, page view), which is a quantitative indicator of total delivery. Specifically, in the media consumption network in the era of mobile, SNS, and MCN, the betweeness centrality plays a role in finding the media consumption unit ('platform-time zone') that has the greatest control over communication or information flow.
 The value of the 'platform-time zone' node with a high betweeness centrality as an advertising medium is to increase the advertising value by linking word of mouth effects or comments of consumers. In addition, practical guidelines on how to operate multi-platform media mix that optimizes overall media synergy using these analysis indicators in the context of SNS and MCN media consumption through mobile were proposed. In this process, it has practical implications in that it proposed the optimal media mix between potential competitive brands and the media mix required to find potential advertisers suitable for a given media consumption unit based on the buyer-graphics of a specific product group.