A study about product placement (PPL) to the web comic (Webtoon) platform in a cross media environment

This study compares the advertising effect according to the types of webtoon product placement(PPL) and verifies how subjects’ properties influence to their visual attention for the webtoon PPL. A mixed experimental design which was the eye-tracking experiment and questionnaire survey were conducted in order to empirically demonstrate the effects of the wetbtoon PPL according to the PPL types on the webtoon and viewers’ attributes about the webtoon. With 34 subjects, their visual attention that are fixation count and fixation duration was analyzed on the first experiment to research more effective PPL types on the webtoon platform. In addition, this study tries to investigate the effectiveness of the webtoon PPL according to the viewers’ characteristics which are subjects’ preference for the contents of the particular webtoon and their attitudes about webtoon PPL itself. To analyze them, each simple regression analysis about them was processed. Through an empirical approach, this research explores the potential of PPL as a new revenue model of the webtoon platform.