Traditional Out-of-Home Advertising - South Korea

South Korea is projected to see ad spending in the Traditional Out-of-Home Advertising market reach US$212.70m in 2024.
The country is expected to experience an annual growth rate (CAGR 2024-2030) of -0.15%, leading to a projected market volume of US$210.80m by 2030.
In 2024, the average ad spending per capita in the Traditional Out-of-Home Advertising market is projected to amount to US$4.11.
In South Korea, the rise of digital out-of-home advertising is reshaping the traditional out-of-home advertising landscape, driving innovation and engaging consumers effectively.

Definition:
Traditional Out-of-Home (OOH) Advertising refers to all advertising revenues generated by traditional (physical) out-of-home media in public areas. The Traditional Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Traditional Out-of-Home (OOH) Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Traditional Out-of-Home Advertising include JCDecaux, Ströer, Focus Media Information, Hakuhodo, Dentsu, Clear Channel Outdoor, and APG SGA. For more information on the data displayed, use the info button right next to the boxes.

Traditional billboards (bulletins, large banners, inflatable billboards)
Traditional street furniture (advertising columns)
Traditional transit & transportation (traditional indoor and outside advertising in and on vehicles used for public transportation)
Traditional place-based media (e.g. traditional ambient media at point of sale, posters in restrooms)

Digital billboards (city-light boards)
Digital street furniture (city-light posters, city-light posters)
Digital transit & transportation (digital advertising in and on vehicles used for public transportation)
Digital place-based media (digital ambient media at point of sale)
Event- and promotion-related media

The Traditional Out-of-Home Advertising market in South Korea is experiencing significant growth and development.

Customer preferences: South Korean consumers have shown a strong preference for traditional out-of-home advertising methods. They appreciate the tangible and visual nature of billboards, posters, and signage, which allows them to easily absorb information and make purchasing decisions. Additionally, South Koreans tend to spend a significant amount of time outside of their homes, whether it be for work, leisure, or commuting. This makes out-of-home advertising an effective way to reach a large audience and increase brand visibility.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in South Korea is the integration of digital technology. Digital billboards and screens are becoming increasingly popular, offering dynamic and interactive advertising experiences. This allows advertisers to capture the attention of consumers in a more engaging and impactful way. Furthermore, the use of data analytics and targeting technologies enables advertisers to deliver personalized messages based on the location, time of day, and demographics of the audience. This not only enhances the effectiveness of out-of-home advertising campaigns but also provides valuable insights for advertisers to optimize their strategies. Another trend in the market is the increasing focus on environmental sustainability. South Korea has been making efforts to reduce its carbon footprint and promote eco-friendly practices. In response to this, advertisers are adopting greener solutions in their out-of-home advertising campaigns. For example, they are using LED lights for billboards, which consume less energy and have a longer lifespan compared to traditional lighting sources. Additionally, there is a growing demand for recyclable and biodegradable materials for posters and signage. These sustainable practices not only align with the environmental goals of the country but also resonate with the values of consumers who are becoming more conscious about their impact on the planet.

Local special circumstances: South Korea is known for its highly urbanized cities and densely populated areas. This creates a conducive environment for out-of-home advertising as there are numerous high-traffic locations where advertisers can place their advertisements. Additionally, the country has a well-developed transportation infrastructure, including an extensive subway network. Advertisers take advantage of this by placing advertisements in subway stations and trains, ensuring that they reach a captive audience during their daily commutes.

Underlying macroeconomic factors: The robust economic growth of South Korea has contributed to the development of the Traditional Out-of-Home Advertising market. As the economy continues to prosper, businesses are investing more in advertising to capture the attention of consumers and gain a competitive edge. Furthermore, the increasing urbanization and rising disposable incomes of South Koreans have led to a higher demand for products and services. This has incentivized businesses to increase their marketing efforts, including out-of-home advertising, to attract and retain customers. In conclusion, the Traditional Out-of-Home Advertising market in South Korea is thriving due to the strong customer preference for tangible advertisements, the integration of digital technology, the focus on environmental sustainability, the urbanized environment, and the favorable macroeconomic conditions. Advertisers are leveraging these trends and circumstances to effectively reach and engage with their target audience, driving the growth and development of the market.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers offline out-of-home advertisements such as billboards, street furniture, transit and transport displays, and place-based media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

When consumers take a break from smartphones, connected TVs, and computer screens, outdoor advertising is often there, promoting products and services on billboards and transit displays. Still, out-of-home (OOH) channels have also gone increasingly digital – today, online and programmatic solutions drive the industry's expansion worldwide. Mid-2023 estimates indicated that static OOH could barely grow half as fast as the digital OOH (or DOOH) subsegment between 2023 and 2025.