Daewon Kim shares the secret of South Korea’s DOOH growth

Daewon Kim, CEO of PODO Media, took the stage at the OOH Advertising Convention 2025 to talk about the high-powered rise of Digital Out-of-Home (DOOH) in South Korea. His session, titled “Defining the DOOH Growth Journey: A Quick Break-up”, was packed with deep insights and data-driven development in South Korea’s DOOH industry.

Highlighting that DOOH is no longer seen as a competitor to traditional TV or digital platforms, Daewon focused on how media budgets from TV and online are now flowing into DOOH. He said, “It’s not TV versus DOOH anymore. It’s TV and digital budgets flowing into DOOH.” With airports fully digitised and mega screens rising across the country, he also spotlighted that Korea’s DOOH sector is experiencing rapid growth.

He took the audience through a deep dive into audience measurement. Kim explained, “Through PODO, we match telecom data with ad data to give smart insights to advertisers. First, mobile data reveals who passes through each screen– age, gender, income, and the time spent. Secondly, we use ad navigation data from over 12 million users. Third, we analyse 5.3 million POIs to know what people are interested in. Then we calculate impressions, reach, and frequency.”

Daewon also compared Korea’s approach with that of India and Japan. He noted that while India’s system is top-down via the IOAA, Korea’s model started with a private company, but is now standardised.

Driving the message home, Daewon encouraged Asian collaboration in the evolution of DOOH and called for a network to build and grow together. Closing the session, he invited the audience to Seoul for the WOO APAC Regional Forum this November, to gain insights from one of Asia’s fastest-growing DOOH markets.