Tech & creativity driving S Korean OOH growth: Daewon Kim

Daewon Kim, CEO, PODO Media Network shared an overview of the South Korean OOH market in the recently concluded WOO APAC Forum in Bali. Beginning his presentation with a video showcasing The Wave, a giant anamorphic 3D display in the heart of Seoul, Kim cited how these developments have contributed to South Korean OOH market emerging as the 7^th largest globally and 3^rd largest in Asia.

Notwithstanding the challenges faced during the COVID-19 pandemic, Kim noted the OOH market’s resilience, rebounding to nearly 80% of its former state, partly due to industry’s role in driving economic growth, especially in entertainment. 

Kim pointed out that the billboards segment had made a remarkable comeback during the pandemic. 

Referring to South Korea’s LED Billboard market, Kim said there are some 300 LED billboards across the country, with over 50% in the city of Seoul itself. He cited the potential of these billboards going programmatic.

On the creative front, Kim spoke about the opportunity of bringing about a creative blend of Syncplay and anamorphic elements. He expressed optimism for the OOH market in South Korea, highlighting Samsung’s shift in advertising focus from TV to OOH, indicating a promising future.

Kim also discussed the pioneering role of the Korea OOH association in the industry’s progress, their affiliation with W0O, and their successful hosting of Korea’s first DOOH conference. In closing, Kim shared his experiences from the WOO World Congress in Lisbon in mid-2023, emphasising the importance of communication and networking within the OOH industry in Asia, and his hope for greater collaboration and cooperation among OOH businesses in the region, promoting unity and collective progress.