Market Insights Advertising & Media Advertising

Social Media Advertising - South Korea

South Korea

Ad spending in the Social Media Advertising market is projected to reach €3.03bn in 2024.
Ad spending is expected to show an annual growth rate (CAGR 2024-2029) of 11.41%, resulting in a projected market volume of €5.20bn by 2029.
In global comparison, most ad spending will be generated in China (€78,490.00m in 2024).
In the Social Media Advertising market, the number of users is expected to amount to 46.2m users by 2029.

Key regions: United States, France, Japan, Europe, Germany

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Analyst Opinion

The Social Media Advertising market in South Korea has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing popularity of social media platforms.

Customer preferences: South Korean consumers have shown a growing preference for digital platforms, particularly social media, for various activities including shopping, entertainment, and communication. This shift in consumer behavior has created a lucrative market for advertisers to reach their target audience through social media advertising. Additionally, the younger generation in South Korea, who are more tech-savvy and active on social media, are increasingly influencing purchasing decisions, making social media advertising an effective way to engage with this demographic.

Trends in the market: One of the key trends in the South Korean social media advertising market is the rise of influencer marketing. Influencers, who have a large following on social media platforms, are being utilized by brands to promote their products or services. This form of advertising is seen as more authentic and relatable, as influencers are often viewed as trusted sources of information by their followers. As a result, brands are allocating a significant portion of their advertising budgets towards influencer marketing campaigns. Another trend in the market is the increasing adoption of mobile advertising. South Korea has one of the highest smartphone penetration rates in the world, and consumers are spending a significant amount of time on their mobile devices. Social media platforms have capitalized on this trend by offering targeted mobile advertising options, allowing advertisers to reach consumers on-the-go. The convenience and accessibility of mobile advertising have made it an attractive option for brands looking to maximize their reach in the South Korean market.

Local special circumstances: South Korea has a unique social media landscape, with several homegrown platforms dominating the market. Platforms like KakaoTalk, Naver, and KakaoStory have a large user base and offer advertising options that are tailored to the local market. Advertisers in South Korea need to understand the nuances of these platforms and adapt their strategies accordingly to effectively engage with the local audience.

Underlying macroeconomic factors: The South Korean economy has been experiencing steady growth, which has contributed to the overall growth of the social media advertising market. As disposable incomes increase, consumers have more purchasing power, creating opportunities for brands to advertise their products or services. Additionally, the government has been actively promoting the digital economy and supporting the growth of the technology sector, which has further fueled the development of the social media advertising market in South Korea. In conclusion, the Social Media Advertising market in South Korea is growing rapidly due to changing customer preferences, the rise of influencer marketing, the increasing adoption of mobile advertising, the unique social media landscape, and the underlying macroeconomic factors. Advertisers in South Korea need to stay abreast of these trends and leverage the local special circumstances to effectively reach their target audience and capitalize on the growing market opportunities.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on social media advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers social media advertising generated by social networks or business networks such as Facebook, Tiktok, Instragram, Pinterest, and LinkedIn.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global social media advertising by aggregating revenues from key players (Meta Platforms (Facebook and Instagram), ByteDance (Tiktok and Douyin), Twitter, Snapchat, and Microsoft (LinkedIn)). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, social media users, and digital consumer spending by country.

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.