한국인터넷진흥원

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1. 본 보고서는 「2019년 온라인광고 이용자 인식조사 연구용역」의 결과를 집계, 분석한 결과임
2. 온라인광고 산업과 관련 있는 온라인광고 이용자를 대상으로 표본조사를 실시하였음
3. 이 조사에 대한 결과는 앞서 설명한 바와 같이 온라인광고 산업과 관련 있는 대상을 통해 산출된 자료로 전체광고시장의 의견과 다소 차이가 발생할 수 있음
4. 통계표 숫자는 반올림되었으므로, 세목의 합계가그 총수와 일치하지 않을 수도 있음

목 차
제 1 장 조사개요 ·······························································································17
제 1 절 조사의 배경 및 목적 ··········································································17
제 2 절 조사개요 ·······························································································18
1. 조사개요 ··········································································································18
1) 조사대상 ····································································································18
2) 조사모집단 ································································································18
3) 조사내용 ····································································································19
4) 온라인광고유형 정의 ··············································································20
5) 조사수행 ····································································································21
6) 표본설계 ····································································································22
7) 조사수행 결과 ··························································································23
8) 응답자 현황 ······························································································23
2. 온라인광고 시장규모 ····················································································24
1) 온라인광고 산업의 개요 ········································································24
2) 온라인 매체별/유형별 온라인광고 시장규모 ·····································25
제 3 절 주요조사결과 ·······················································································27
1. 온라인광고 전반적인 느낌 ··········································································27
2. 온라인광고 유형별 선호도 ··········································································28
3. 기타 온라인광고 평가 ··················································································29
4. 동영상광고 차단 및 유료결재 ····································································30
5. 온라인광고 구매 연결 ··················································································30
6. 주요 세부 결과 ······························································································31
제 2 장 온라인광고 이용형태 ··········································································33
제 1 절 응답자 정보 ··························································································33
제 2 절 광고 매체별 평가 ················································································34
1. 광고 접촉 매체 ······························································································34
2. 최근 상품 구매 경로 ····················································································35
3. 광고매체별 관심도 ························································································36
4. 광고매체별 구매이용결정 영향도 ······························································37
제 3 절 온라인광고 이용형태 ··········································································38
1. 인터넷 이용형태 ····························································································38
1) 이용 시간 ··································································································38
2) 이용 서비스 ······························································································39
2. 전반적 만족도 ································································································41
3. 온라인광고 전반 평가 ··················································································42
4. 온라인광고 유형별 평가 ··············································································44
1) 접촉 경험 ··································································································44
2) 클릭 경험 ··································································································45
3) 선호도 평가 ······························································································46
4-1) 유형별 장점 - 검색광고 ····································································47
4-2) 유형별 장점 - 배너광고 ····································································48
4-3) 유형별 장점 - 동영상광고 ································································49
4-4) 유형별 장점 - 리워드앱광고 ····························································50
5-1) 유형별 단점 - 검색광고 ····································································51
5-2) 유형별 단점 - 배너광고 ····································································52
5-3) 유형별 단점 - 동영상광고 ································································53
5-4) 유형별 단점 - 리워드앱광고 ····························································54
5. 광고 노출 빈도가 높은 인터넷 서비스 ····················································55
6. 구매이용 영향을 미치는 온라인광고 유형 ··············································57
7. 개선 필요 분야 ······························································································59
8. 무료이용 대가 인지 여부 ············································································61
9. 데이터 사용 인지 여부 (모바일) ································································62
10. 애드블록 ········································································································63
1) 이용 여부 ··································································································63
2) 유료 사용의향 ··························································································64
3) 지불 가능 금액 ························································································65
제 4 절 동영상 이용행태 및 광고효과 ··························································66
1. 동영상 이용행태 ····························································································66
1) 동영상 콘텐츠 이용 빈도 ······································································66
2) 주 이용 동영상 매체 ··············································································67
3) 주 이용 동영상 장르 ··············································································70
2. 동영상광고 스킵 여부 ··················································································72
1) 스킵기능 이용 이유 ················································································72
2) 전체시청 경험 ··························································································73
3) 전체시청 이유 ··························································································74
4) 스킵불가 행동 ··························································································75
3. 동영상광고 허용시간 ····················································································76
1) 일반 동영상 콘텐츠 이용시 ··································································76
2) 선호 동영상 콘텐츠 이용시 ··································································77
3) 광고 회피비용 지불 가능 금액 ····························································78
4. 동영상광고로 인한 구매 경험 ····································································79
5. 자동재생광고 ··································································································80
1) 시청 경험 ··································································································80
2) 불편한 점 ··································································································81
제 5 절 기타 온라인광고 이용행태 및 광고효과 ········································82
1. 네이티브광고 ··································································································82
1) 인지 여부 ··································································································82
2) 항목별 평가 ······························································································83
2. 타겟팅광고 ······································································································84
1) 인지 여부 ··································································································84
2) 경험 여부 ··································································································85
3) 항목별 평가 ······························································································86
3. 백버튼광고 ······································································································87
1) 인지 여부 ··································································································87
2) 경험 여부 ··································································································88
3) 항목별 평가 ······························································································89
4. SNS광고 ············································································································90
1) 주 사용 SNS ·····························································································90
2) 경험 여부 ··································································································92
3) 경험 유형 ··································································································93
4) 선호 유형 ··································································································94
5) 구매 경험 ··································································································96
6) 실구매 연결 플랫폼 ················································································97
7) 실구매 연결 유형 ····················································································98
5. 위치기반광고 (모바일) ··················································································99
1) 경험 여부 ··································································································99
2) 항목별 평가 ····························································································100
6. 인앱광고 (모바일) ························································································101
1) 인지 여부 ································································································101
2) 경험 여부 ································································································102
3) 선호 노출 형태 ······················································································103
4) 항목별 평가 ····························································································104
제 3 장 결론 및 제언 ······················································································105
# 별첨 : 조사결과, 조사표