OOH Advertising Industry Divided on Free OOH Advertising Zones in South Korea

A recent survey reveals mixed opinions among Out-of-Home (OOH) advertising professionals regarding Free OOH Advertising Zones for OOH advertisements in South Korea. While many believe these zones are necessary for industry growth, they also express significant concerns about their current implementation and negative impacts.

SP Today conducted a survey of 118 OOH advertising professionals to mark its 22nd anniversary. The results show:

• 56% of respondents believe Free OOH Advertising Zones are necessary
• 57% think these zones help develop the OOH advertising industry
• 84% feel the zones harm small and medium-sized OOH advertising businesses
• 62% report experiencing direct negative impacts from these zones

The survey identified several issues with the current Free OOH Advertising Zone system:

1. Monopolization by large corporations and major media companies (100 respondents)
2. Oversupply of advertising media (69 respondents)
3. Harm to small businesses (64 respondents)
4. Lack of fairness compared to general advertising regulations (61 respondents)
5. Excessive designation of Free Expression Zones (53 respondents)

Other concerns included unfair advantages for building owners and unfair competition from large companies using barter advertising deals.

When asked about problems with the system, 81% of respondents said there were issues, while only 13% said there were none.

In open-ended responses, many participants suggested that the current Free OOH Advertising Zone system should be abolished or its expansion halted due to numerous problems. However, a significant number also proposed improving the system to better align with its original purpose.

The survey results indicate that while OOH advertising professionals recognize the potential benefits of Free OOH Advertising Zones for industry development, they are deeply concerned about the current implementation and its negative effects on smaller businesses in the sector. Many respondents offered suggestions for improvement to address these issues and better serve the industry as a whole.