From Mega Billboards to Media Poles: A New Era in OOH Advertising in Seoul, South Korea

The distinction between regular advertising media and free advertising zones primarily lies in the size of the advertisements.

김지현

2025-03-06 - 4분 걸림

The advertising world continually evolves, with significant changes often stemming from regulatory shifts and new technologies. One of the most profound distinctions in advertising media today is the size of advertisements permitted in regular zones compared to Free OOH Advertising Zones in Seoul, South Korea.

Under typical OOH advertising laws, billboards on building walls are restricted to a maximum size of 225 square meters. However, the introduction of Free OOH Advertising Zones has relaxed these limitations significantly.

A prime example of this shift is the designation of Seoul's COEX area as a free advertising zone in 2016. This designation allowed the installation of an enormous 1,620 square meter digital billboard, ushering in an era of super-large advertisements.

Following this precedent, similar installations are now being planned for other prominent areas such as Myeongdong, Gwanghwamun, and Haeundae in Busan. These large-scale digital billboards are expected to become ubiquitous, creating impressive visual spectacles across these urban landscapes.

Despite the ongoing expansion of super-sized billboards, there is a growing interest in smaller, multifunctional media poles. Traditional outdoor advertising laws restrict the use of simple streetlights for advertising. Yet, in Free OOH Advertising Zones, new types of poles have been introduced, combining street lighting with additional public services like CCTV, Wi-Fi, and emergency call devices. These poles, referred to as media poles, integrate small digital screens that can display advertisements efficiently.

Media poles, though smaller than the super-large billboards, are strategically placed in high foot traffic areas at optimal viewing heights. This strategic placement allows these media poles to offer highly effective advertising at a fraction of the cost of larger billboards, making them a cost-efficient alternative.

The Myeongdong Street Smart Media Pole (SMP) project has garnered particular attention within this context. This project involves the installation of 30 SMPs along the busiest streets of Myeongdong, maximizing exposure to the high volume of pedestrians. Unlike traditional advertising installations often dominated by large corporations, the SMP project represents a collaborative effort among local governments, the Korea OOH Association, and the Myeongdong Merchants Association. This joint initiative aims to create advertising opportunities that are more accessible to small and medium-sized enterprises (SMEs), addressing the longstanding issue of market monopolization by large companies.

The advertising industry has faced significant criticism regarding the monopolization of prime advertising spaces by large corporations and major media outlets. These entities typically secure the most lucrative spots, sidelining smaller businesses in the process. The Myeongdong SMP project aims to break this trend by promoting a more inclusive and competitive environment.

The success of the Myeongdong SMP project is seen as a critical benchmark for future initiatives. If successful, it could pave the way for similar projects in other areas, promoting fair competition and reducing the monopolization of the advertising market. The project has already sparked interest from other municipalities, suggesting its potential to influence broader advertising practices.

Lee Myunghwan, CEO of Korea SMP, emphasized the project's significance, noting, "The interest in the Myeongdong SMP is very high. We are committed to making this project a success and establishing it as a role model for the outdoor advertising market, fostering collaboration and competition."

As the Myeongdong SMP project continues to develop, it stands as an innovative and hopeful endeavor aimed at creating a more balanced and fair advertising landscape. This initiative could signal a transformative shift in how advertising spaces are utilized and managed, benefiting a wider range of businesses and enhancing the overall dynamics of the market.