Digital Revolution reshapes 2025 OOH Advertising Landscape in South Korea: HSAD Media Insight

The Out-of-Home (OOH) advertising market in South Korea is undergoing a significant digital transformation, fueled by data-driven strategies and technological advancements. According to the 2025 HSAD Media Insight report, digital advertising continues to thrive despite economic headwinds, accounting for 60% of the total advertising market in 2024.

Digital Ad Growth Amidst Economic Headwinds

The HSAD report highlights that while the overall advertising market remains at ₩17 trillion, only the digital sector has experienced growth, driven by its cost-effectiveness, flexibility, and precise targeting capabilities. In contrast, broadcast advertising has yet to recover to pre-COVID-19 levels, indicating a shift in advertiser preferences.

Data-Driven DOOH Takes Center Stage

Digital Out-of-Home (DOOH) advertising is leading this revolution. Companies like Motov and E2ON are leveraging real-time target analysis and eye-tracking technologies to measure ad effectiveness with increased precision. Motov utilizes cameras and sensors on taxis to collect real-time data within a 25-meter radius, while E2ON analyzes the flow and attention of individuals within the analysis area using AI cameras installed on media platforms.

According to the HSAD report, these technological advancements are enabling detailed targeting proposals and smarter DOOH campaigns that offer measurable results.

Expansion of Free OOH Advertising Zones

The designation of the second phase of Free OOH Advertising Zones is creating new landmarks across regions. The 'Shinsegae Square,' which launched in November 2024, has already become a social media hotspot, demonstrating the growing influence of OOH advertising on urban landscapes and culture.

Gwanghwamun: The Next DOOH Battleground

HSAD's Media Insight pinpoints Gwanghwamun as the next DOOH hotspot, rivaling Samseong-dong. Due to its central location in Seoul, securing all available surfaces (SWC, public multi-seatings, etc.) to establish brand zones is expected to be the primary media strategy in the area.

As the OOH advertising market continues to evolve, the fusion of technology and creativity is opening up new possibilities for advertisers. With the ability to provide more targeted, measurable, and immersive experiences, DOOH is set to play an increasingly significant role in the future of advertising, solidifying its position as a key driver of growth in the overall advertising landscape.

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