제목(국문)
메타버스 광고에 대한 업계와 학계 전문가들의 인식에 관한 탐색적 연구

제목(영문)
An Explorative Study on the Perception of Industry and Academic Experts on Metaverse Advertising

논문저자
김동성, 장정헌, 김활빈

학술지
광고PR실학연구

게재일자
2021년 

링크
https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART002781091

초록(영문)
Metaverse has emerged as the hottest megatrend of this era due to advanced extended reality technology and hybrid life established by the COVID-19 pandemic. This study examines the impact and meaning of the metaverse on the advertising and advertising industry. In other words, it is an exploratory study to confirm and suggest the value and expected effects, problems and alternatives, and preparation of metaverse advertisements through experts in the industry and academia. The results of in-depth interviews with experts are as follows. Most experts positively recognized the value of metaverse advertising and anticipated its revitalization due to the differentiated experiences of the metaverse platform/content with high immersiveness and presence, the communication suitability with the new metaverse generation, and the continuous development of related technologies. Although there were some disagreements, experts evaluated the growth potential of advertising in the virtual reality and lifelogging fields relatively highly. And they suggested legal regulations, monopoly, and device proliferation as obstacles and overcoming factors. As pointed out by experts, it is necessary to recognize the insufficient response and preparation of the academia and industry for metaverse advertising and to make quick efforts for projects, research, and education.