Global 7th Rank, Innovation in South Korea's OOH Advertising begins with Automation and Programmatic Solutions
The Busan International Marketing and Advertising Festival, with its expanded focus on marketing, digital content, and other related areas, offers a comprehensive platform for networking, learning, and celebrating creative excellence from around the world.
The '2023 Busan International Marketing and Advertising Festival (MAD STARS 2023)', Asia's largest international event for Marketing, Advertising, and Digital content, is held from August 23rd to August 25th for a duration of three days at the BEXCO and Haeundae areas in Busan in South Korea.
Celebrating its 16th edition this year, MAD STARS revolve around the theme of 'Reboot! (Starting with New Strategies after the Pandemic)' and aims to share creative ideas from around the world that seek new growth opportunities beyond the shadow of the COVID-19 pandemic.
MAD STARS also host various conferences with over 40 presentations from global industry experts, discussing marketing, advertising, and digital content, including three keynote speeches.
The keynote speakers include Tom Goddard, President of the World Out of Home Organization (WOO), Artwell Nwaila, Creative Head for Sub-Saharan Africa at Google, and Fabio Seidl, Global Creative Development Director at Meta, the parent company of Facebook and Instagram."
In a compelling keynote speech, Tom Goddard, President of World Out of Home Organization (WOO) highlighted the Korean Out of Home advertising market's remarkable status as 7th largest in the world and famous of high standards of design capability.
Despite the global advertising industry's prevailing downturn, Tom Goddard noted that out of home advertising sector remains on an upward trajectory, and its evolution is set to gain further momentum through the integration of Automation and Programmatic Solution.
During a panel discussion followed, consensus emerged around the notion that advertisers favor larger-scale out of home advertising media, a trend that aligns naturally with industry preferences.
This kind of preference cannot be overlooked. He emphasized strong need of unity for Korea's medium and small sized Out of Home(OOH) advertising companies through ad tech, collaboration, underlining the importance of collective economic growth within the Korean advertising industry.
MAD STARS feature various events, including Opening ceremony (August 23rd at 5:00 PM), award ceremony (August 25th at 5:00 PM), Exhibitions (August 23rd to 25th showcasing award-winning works, new technology experience zones, a global mad business market booth zone), Conferences (August 23rd to 25th with practical lectures by global experts in marketing, advertising, digital tech, and video), and Competitions (August 22nd to 25th featuring junior ad professionals and university student competitions).
During the opening ceremony, special awards are presented to those who have contributed to public advertising that promotes the United Nations' Sustainable Development Goals (SDGs) and those who have contributed to the advancement of the industry and academia.
The international award category will include Lebanon's 'Annahar Newspaper,' which addressed political deadlock and women's inequality in the Middle East through impactful advertising campaigns.
Additionally, MAD STARS hold the 'NewSTARS' and 'YouthSTARS' competitions, aiming to uncover and nurture emerging creative talents. These competitions involve producing videos or print ads based on given themes and receiving feedback from a panel of judges.
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