Z세대 타깃 디지털 광고 전략 연구- 시세이도 츠바키의 유튜브 동영상 광고 사례를 중심으로 -

초록

Generation Z grew up surrounded by rapid alteration tends to have unique characteristics that distinguished clearly between former generations. Although, advertising market attempts in a creative way to attract the generation who is potential consumer, rapidly changing trend is difficult to understand and react. Thus a successful digital advertising strategy would be necessary for effective marketing. This study researches the prospect of digital advertising market through advertising cost transition by media, especially YouTube, which has emerged as one of the biggest advertising platforms. Furthermore, inquiry of characteristics, content consumption patterns, and engaging factors of Generation Z who has become the majority user group has conducted. In conclusion, three key factors have drawn through analysing the successful case of YouTube advertising. First of all, the topic should have a timely message. This factor is distinguished from traditional media advertising as it could not apply the same immediately. Secondly, the campaign planner should consider the features of the platforms. Since YouTube users have an option to skip stereotypical advertising, the attraction part should emerge in the first five seconds. Lastly, humour code winning sympathy is significant. As generation Z tends to communicate and share contents online with others, they would contribute to viral marketing actively.

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