Advertising - South Korea

South Korea

Ad spending in the Advertising market in South Korea is forecasted to reach €15.30bn in 2024.
The largest market within the Advertising industry is Search Advertising, with a market volume of €4.95bn in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching €394.90bn in 2024.
Within the Advertising market, 78% of total ad spending is projected to come from digital sources by 2029.
The average ad spending per capita in the Search Advertising sector is estimated to be €95.60 in 2024.
Furthermore, within the Advertising market, Advertising market of the 87% revenue is anticipated to be generated through programmatic advertising by 2029.
South Korea's advertising market is seeing a shift towards influencer marketing, leveraging the power of social media to reach target audiences effectively.

Key regions: United States, China, Europe, Asia, Japan

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Analyst Opinion

The Advertising market in South Korea has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances. Customer preferences in South Korea have shifted towards digital advertising, with consumers increasingly relying on smartphones and social media platforms for information and entertainment. This has led to a surge in online advertising spending, as advertisers seek to reach their target audience through digital channels. Additionally, there has been a growing demand for personalized and interactive advertisements that engage consumers and provide a more immersive experience. Advertisers are now focusing on creating content that resonates with consumers and encourages them to take action. Trends in the market also indicate a shift towards influencer marketing in South Korea. Influencers, particularly those in the beauty and fashion industries, have gained significant popularity and influence over consumers. Advertisers are leveraging the reach and impact of these influencers to promote their products and services. This trend is further fueled by the rise of social media platforms such as Instagram and YouTube, where influencers have a large and dedicated following. By partnering with influencers, advertisers can tap into their loyal fan base and generate brand awareness and sales. Local special circumstances in South Korea have also contributed to the development of the advertising market. The country has a highly connected population, with one of the highest internet penetration rates in the world. This provides advertisers with a vast audience to target through digital advertising. Additionally, South Korea has a strong culture of innovation and technology adoption, which has created a fertile ground for the growth of digital advertising. The government has also been supportive of the advertising industry, providing incentives and support for companies to invest in advertising and marketing activities. Underlying macroeconomic factors have also played a role in the development of the advertising market in South Korea. The country has a strong and stable economy, with a high GDP per capita. This has created a favorable environment for businesses to invest in advertising and marketing to promote their products and services. Additionally, South Korea has a large and growing middle class, with disposable income to spend on consumer goods. Advertisers are targeting this demographic through various advertising channels to capture their attention and drive sales. In conclusion, the Advertising market in South Korea is experiencing growth due to changing customer preferences towards digital advertising, the rise of influencer marketing, local special circumstances such as high internet penetration and government support, and underlying macroeconomic factors such as a strong economy and a growing middle class. Advertisers are adapting their strategies to meet the evolving needs of consumers and to leverage the opportunities presented by the digital landscape.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, 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). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, 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 some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).