Professor Jo Jae-su's Team at Joongbu University Published in International Journal on Outdoor Advertising Research

[Asia Economy Reporter Han Jinju] A research team led by Professor Jae-Soo Cho of Joongbu University (including Professor Sang-Won Lee of Kyung Hee University and Professor Jong-Woo Jeon of Dankook University) published their study on digital transformation policies for outdoor advertising in the March issue of the internationally renowned SSCI journal, International Journal of Advertising.

The research team conducted the world's first empirical study on ways to increase the acceptance of digital transformation policies in the outdoor advertising industry. The outdoor advertising sector is highly applicable to various digital transformation technologies such as displays, AI, and big data, and has been recording high growth rates annually.

In a study involving 1,001 domestic outdoor advertising companies, the team analyzed factors influencing the acceptance of government digital outdoor advertising policies. Professor Cho stated, "According to recent surveys, only 16% of companies have successfully undergone digital transformation, and the success probability of top-down digital transformation policies led by the government, such as Korea's Digital New Deal, may be even lower."

The research team proposed principles for successful digital transformation in the outdoor advertising industry. Even if led by the government, policies must consider the usefulness to companies, and policies that can reduce the costs required for digital transformation should be considered. They also emphasized the importance of fostering a social atmosphere that highlights the innovation of industries and organizations regarding digital transformation.

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