Classification of Advertising Industry

* Purpose and Background

- Prepare measures to estimate the size of the advertising industry in an objective and consistent manner

- The classification and scope of the relevant business statistical survey is unclear, making the population representative vulnerable

- Advertising industry classification of actual statistics is not linked to Korea Standard Industry Classification (KSIC)

※ It is a classification system created by the Korean Cultural Information Service for statistical production of related industries, not officially established.

* Evidence

- Referring to the advertising field among international standards prepared by the OECD (Content Media Industry Classification) and UNESCO (2009 UNESCO Framework for Cultural Statistics) and reflecting the characteristics of the domestic industry

* Coverage

- Comprehensive area based on value chain activities of production, infrastructure, distribution, and service in the advertising industry

* Advertising industry classification (comprehensive domain and definition)

- Core advertising industry: major industries that are fully engaged in the advertising industry, such as advertising production, advertising planning, advertising agency, and advertising services.

- Interdependent advertising industry: Industries that maintain organic relationships with each other in revitalizing the advertising industry, such as the advertising production equipment industry and related research companies.

- Part of the advertising industry: Partially involved in the advertising industry and only extracted elements attributable to advertising to assess economic contribution

- Advertising support industry: An industry that has elements of the advertising industry but supports incidental work (not included in the core area)

* 목적 및 배경

- 객관적이고 일관성 있는 광고산업 규모 추정을 위한 방안 마련

- 관련 사업체 통계조사의 분류 및 범위가 명확하지 않아 모집단 대표성이 취약함

- 실제 생산하는 통계의 광고산업분류와 한국표준산업분류(KSIC)가 연계되지 않음

※ 관련산업 통계생산을 위해 한국문화정보원에서 만든 분류체계로서, 공식적으로 제정된 분류는 아님

* 근거

- OECD(콘텐츠미디어산업분류)와 UNESCO(2009 UNESCO Framework for Cultural Statistics)가 작성한 국제기준 중 광고분야를 참조하고 국내산업의 특성을 반영함

* 포괄범위

- 광고산업의 제작·인프라·유통·서비스의 가치사슬 활동에 기반한 포괄영역

* 광고산업분류(포괄영역 및 정의)

- 핵심광고산업: 광고제작, 광고기획, 광고대행 및 광고서비스 등 광고산업에 전적으로 종사하는 주요 산업

- 상호의존 광고산업: 광고제작 장비산업, 관련 조사업체 등 광고산업을 활성화하는데 상호간에 유기적인 관계를 유지하는 산업

- 부분 광고산업: 부분적으로 광고산업에 관여하며 경제적 기여도를 평가하기 위해 광고에 기인하는 요소만 발췌

- 광고 지원산업: 광고산업의 요소를 가지고 있지만 부수적인 업무를 지원하는 산업 (핵심영역에 포함되지 않음)