Key regions: South Korea, Japan, France, Germany, United States
The OTT Video Advertising market in South Korea has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing popularity of online video streaming platforms. Customer preferences in South Korea have shifted towards consuming content on digital platforms, particularly through OTT (Over-The-Top) video streaming services. This shift can be attributed to several factors, including the convenience and flexibility of accessing content anytime and anywhere, as well as the wide variety of content available on these platforms. South Korean consumers are increasingly turning to OTT video streaming services for their entertainment needs, leading to a surge in demand for video advertising on these platforms. One of the key trends in the OTT Video Advertising market in South Korea is the rise of targeted and personalized advertising. With the wealth of data available on user behavior and preferences, advertisers are able to deliver more relevant and tailored advertisements to consumers. This not only enhances the user experience by reducing irrelevant ads, but also increases the effectiveness of advertising campaigns. Advertisers are leveraging advanced technologies such as artificial intelligence and machine learning to analyze user data and deliver personalized ads, ensuring maximum impact and engagement. Another trend in the market is the increasing adoption of programmatic advertising. Programmatic advertising allows for automated buying and selling of ad inventory, enabling advertisers to reach their target audience more efficiently and effectively. In South Korea, the adoption of programmatic advertising in the OTT Video Advertising market has been on the rise, as advertisers seek to optimize their advertising budgets and improve campaign performance. Programmatic advertising offers benefits such as real-time bidding, precise targeting, and data-driven decision making, making it an attractive option for advertisers in South Korea. Local special circumstances in South Korea also contribute to the growth of the OTT Video Advertising market. South Korea has one of the highest internet penetration rates in the world, with a tech-savvy population that is highly engaged with digital platforms. The country also has a strong culture of consuming online video content, with platforms like YouTube and Naver TV attracting millions of users. This favorable digital landscape provides a conducive environment for the growth of OTT Video Advertising in South Korea. Underlying macroeconomic factors, such as the overall growth of the advertising industry and the increasing investment in digital advertising, also play a role in the development of the OTT Video Advertising market in South Korea. Advertisers are recognizing the potential of digital advertising, including OTT video advertising, to reach a wide audience and engage consumers effectively. As a result, they are allocating a larger portion of their advertising budgets to digital channels, driving the growth of the OTT Video Advertising market in South Korea. Overall, the OTT Video Advertising market in South Korea is witnessing significant growth due to changing customer preferences, the rise of targeted and personalized advertising, the adoption of programmatic advertising, local special circumstances, and underlying macroeconomic factors. As the market continues to evolve, advertisers and content creators in South Korea will need to stay ahead of the trends and leverage the opportunities presented by the OTT Video Advertising market.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on OTT video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).Modeling approach:
Subsegment size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. To estimate the segment size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, and digital consumer spending.Forecasts:
We use a variety of forecasting techniques, depending on the behavior of the segment. 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.
Mon - Fri, 9am - 6pm (EST)
Mon - Fri, 9am - 5pm (SGT)
Mon - Fri, 10:00am - 6:00pm (JST)
Mon - Fri, 9:30am - 5pm (GMT)
Mon - Fri, 9am - 6pm (EST)
